Detmer's Corner: Maximize Each Sale As The Market Rebounds
Like many of you, Rick is a pretty in-tune guy and a savvy business man. He holds several patents on consumer-type products and runs a successful custom retail business. Rick also serves as a dealer council member for several manufacturers, including NuLEDs.
So when I called to ask him to test a few new drivers for the NuLEDs LED lighting control interface, I wasn’t surprised to hear him say, “My business is better than it’s been in five years!” After all, as the market rebounds, higher-end homeowners like the ones Rick caters to are beginning to spend again. When asked what three areas are coming back the strongest, here’s what Rick told me:
1. Home Theater is getting more attention, and is selling briskly again.
While some integrators have stopped promoting the category, Rick reported installing several projection-based theaters just this month, and attributed the market’s uptick in home theater to shifts toward higher affordability and higher performance. “Over the past several years, the prices for projector/screen combinations have adjusted to where consumers have interest in them again,” Rick explained. “While at the same time, projector/screen technologies have boosted the image quality, making projection systems usable in a wider range of rooms, even those with ambient light,” he added. Rick’s advice was to begin promoting home theater to your client base through the fall and winter selling seasons. He’s done email blasts and a mailer which have both yielded good results.
2. iPhone-interfaced whole house control has erased the negative connotations of home automation.
“If you can do it on an iPhone, everyone wants it,” Rick told me. There’s really no surprise here except that Rick reported selling more categories of services within the control system than he has in the past. “I sell Elan g!” he said. “And in just about every system, I’m selling all of the tabs the system supports.” The lesson here is that regardless of what control systems your business promotes, be sure to expose your clients to all the potential they have to offer. Explaining system scalability, ease of operation and the benefits of connecting more subsystems are the techniques Rick uses to maximize the potential of every home control system he sells.