Hooked Up - Upgraded Cable
Increased Profits in the Pipes:
Selling and Installing Upgraded Cable Can Enhance Your Bottom Line
By Joe Paone
A solid, profitable custom installation isn't just about getting the right margins on the electronics. In many cases, the connectivity infrastructure can actually be the critical issue toward the bottom line. From a C-tailer's standpoint, selling upgraded cable can not only improve the performance of the components that you install and your customer uses, it can also be a great margin bolster.
Unlike A/V components, which some customers can be rather finicky about, cabling is not a comparatively hard sell. Most clients are more inclined to trust the installer's judgment when it comes to cabling, and wisely so. In theory, a good system designer will recommend various cabling options to the customer. Unfortunately, this doesn't always happen. After all, more product options means there's more to think about. For better or worse, many systems are wired with the path of least resistance — from a business, rather than technical, standpoint.
Savvier custom businesses know better. They know that better cabling means less noise and more bandwidth, and that as a result, high-end components sound and look their best for the customer. They know that upgraded cable can be a smart option, both for the customer from an investment standpoint, and for themselves, because it's good for the bottom line.
We asked three successful C-tailers about their views on premium cabling. We wanted to talk about the impact on overall sales, their brand preferences, and how they sell it to their customers. We spoke with Charlie Bock, President of Stereo Barn, Wyomissing, PA, Rick Milam, President of Audioport Ltd. in Overland Park, KS, and Gary Yacoubian, Vice President of Myer-Emco in Gaithersburg, MD. Bock's premium cable of choice was Tributaries, for Milam, it was AudioQuest and for Yacoubian, Monster Cable.