Moving Beyond Jargon
"It's all about experience. We sit them in the chair, give them Crestron controls, tell them to raise their legs and turn off the lights. When they do just that, they start living with the experience. There's no rush. We give them a bottle of water and they experience it like they would at home."
As a customer is introduced to home theater firsthand, Ambrosia also uses a demonstration video that walks both salespeople and clients through a tutorial. "The scripted demo makes it easier for my folks to go and explain what the experience is all about," admits Fabiano.
He puts a lot of stock in the benefits of a scripted demo. "What happens is that when the customer comes in on a scripted demo," says Fabiano, "they perceive the confidence that you have. You're not scrambling to show something. You're breezing through something that looks to the customer what you've done a million times."
He also instructs sales staff that money matters. "When you have a $150,000, $200,000 sale at stake, they want to see that you have experience in doing this. You have to consider their best interests." In other words, someone who's not impressed with technical specs does not need a very high-end receiver. "They need something that will get the job done, that they can use," he says.
Business to Business
In addition to courting consumers with the latest technologies to enhance a range of lifestyles, Ambrosia, like most other custom installers, also courts fellow industry professionals. Designers, architects and construction managers are all partners when it comes to new home install. By meeting with local pros in advance, the installers can ensure that the early stages of design and building are best suited to electronics installation.
"We sell product with a different goal in mind," says Fabiano. "The architect or interior designer wants to know technicalities. They want all the details based on some design problem or financial constraint. They're simply going to be more project-conscious."