Business Chops Tip #46: How Well Do You Demonstrate Systems?
An industry truism says, "The demo makes the sale." That¹s easier said than done in an integrated systems context. Dealers integrate multiple sub-systems (e.g. audio vs. video), components, and brands. Whether residential or commercial, it¹s the whole-building systems that are the trickiest to demo. A website is a viable medium of demonstrating virtual systems in action.
Manufacturers generally don¹t show the multiple brands that usually comprise a large system. Custom retailers tread a fine line between the aspirational and the relatable in their demos, showcase installations, and websites. Can you lead your customers away from components and toward system solutions?
Author's Note: Creative and technical professionals (from musicians and actors to designers and engineers) rely on their "chops": those skills and techniques that they use to be successful on the job. Stiernberg Consulting coined the term Business Chops to encompass those skills, experience, and tactics that you rely on to be more successful. Whether you are a dealer, manufacturer, distributor, rep, or design firm, this series includes tips and techniques for optimizing sales, profits, and growth of your Custom Retail business.