Vendor View: Trends in Power Management
As if you weren’t feeling anxious enough these days, let’s have a pleasant little chat about fear.
Using fear to sell products is as much a time-honored component of capitalism as “new and improved” or “buy one, get one free.” Fear of various real and imagined things has sold everything from baldness remedies to home security systems, dandruff shampoo to automobiles, expensive clothes to dark chocolate, insurance policies to political candidates. By appealing to people’s fears, inadequacies and anxieties, by gaining insight into what really keeps them up at night, you can unlock latent desire for the product you’re selling.
In today’s uncertain environment, clients’ fears and anxieties are increasingly informing their thoughts, their priorities and their purchasing processes. In such a tough market, this fact should result in a slight recalibration of how you sell power management products.
Home theater power management products, such as those from my employer, Richard Gray’s Power Company, have long been marketed as A/V performance enhancers. Sometimes overlooked is the fact that they also provide surge and voltage irregularity protection, as well as power backup services in addition to their more aesthetic ability to provide better, more colorful, less “noisy” audio and video performance.
The performance pitch—the “clean power” pitch—certainly is legitimate, powerful and effective. However, amidst the current economic strife, it can have the adverse result of positioning power management in the client’s mind as the quintessential luxury product, and not in dictionary.com’s appealing sense of “a material object, service, etc., conducive to sumptuous living,” but rather its less inspiring alternative meaning of “a foolish or worthless form of self-indulgence.”
This all serves as a call to arms for dealers of power management products. Specifically, it means you should position power management just as much for its protective and eco-conscious qualities as for its performance enhancement qualities. Emphasize these products’ ability to safeguard the client’s substantial A/V investment from potential harm from the peculiarities of the electrical grid—or even the real or perceived weaknesses of the protected gear itself.