Tips and Techniques: Making Money With Cable Sales
The typical custom retailer and custom integrator organizations have not been too enthused about the topic of audio/video cables for many years.
Many view them as a necessary (not accessory) evil with issues of compatibility, inventory control and strong client objections to billings. This article will offer many tools and methodologies to understand better and sell upgrade cables to enhance system performance and increase your job profitability, while also addressing HDMI issues.
Why Many Clients Object to Cables
Clients believe all cables are the same and feel they should be thrown in for free. Thinking back to the early days of hi-fi, many of us remember the closing line “and I’ll throw in the cables for FREE!”
If you give it to them for free—THEY VALUE IT AT ZERO. If you offer the client standard, better and best cable options for their application(s), you would be surprised at the number who will take the upgrade path. Many custom retailers and installers do not offer these options. Why?
Salespeople don’t believe cables make a big difference.
If salespeople do not believe in cables, it will be conveyed in their presentations. They will just “go through the motions” and the client will sense the indifference and lack of passion or conviction. A premium car salesperson who doesn’t appreciate the road handling ability of premium tires or a waiter who does not believe in premium wines or liquors will not make many upgrade sales. Find a high-level demonstration system and knowledgeable enthusiasts to convince salespeople about the merits of better cables (and other components).
Salespeople assume they will add them in at the end of the proposal or sale.
Adding in the cables at the end of a sale indicates the salesperson thought so little of the topic they did not want to spend 10 to 15 minutes discussing the cables as components. Consider addressing it during any demonstration as a component. We will be listening to the XXX receiver with YYY speakers and the ZZZ speaker cables and interconnects. We are using AAA projector with the BBB Blu-ray player, CCC screen and DDD silver, certified HDMI cable.