Custom Install 2.0: Why Understanding Your Customers Comes First
I work for integrators. My focus is to deliver them an all-inclusive toolkit that makes them well-equipped for every job they want to complete. I need to organize tools for their job preparation, sales execution, the fine points of installation, and other elements they may not even consider.
To truly excel at my craft, I have to forecast jobs that don’t exist yet, plan for skills that will prepare them and scout the latest products—often before their clients know the technology is even out there. I have to think like an integrator and see the world through their eyes, and the strongest recommendation I can give them is to take my approach when they work with their clients.
When it comes to luxury applications, I can tell you with confidence that your clients have a universe of preconceptions, expectations and hopes that have nothing at all to do with wattage, connections or speeds and feeds. Of course you will encounter clients who enjoy hearing about technical specs and performance, but it is to your benefit as a dealer to learn what motivates them. Understanding how to use and install technology is a given, but understanding—and even creating—your customer’s vision will take your business to the next level.
Take commercial installations as an example. Does luxury come to mind? It should. Your clients cultivate a very specific atmosphere for their customers. Your participation in getting technology to harmonize with that existing atmosphere could make the difference in closing the deal, and better yet, raising the bill of sale with on-point recommendations. If you sense that a retail store or hotel is going for a boutique feel, consider how more seamless audio or robust lighting systems can help them achieve that. Letting your customer know that you’re observant of the lifestyle and expectations of their clientele can be a big differentiator.