Perfecting Your "High Wire Act"
It’s a skill that involves selling nuances. It’s not as easy as selling a better grade of television or A/V receiver. But, if you can promote properly, it’s one of the most lucrative sales you can make.
A trio of industry veterans whose job it is—figuratively and literally—to know the ins and outs of wiring and cable have lent their expertise to CustomRetailer readers. Here are their suggestions about how to make both money and happy customers from the sale of the many high-
performance choices in this category:
Liberty Wire & Cable
Senior Vice President, Corporate Marketing & Business Development
What approaches are you directing your training and sales teams to use for instructing the “hows” of selling wiring and cable, and in presenting the category to clients?
Today’s lifestyle applications rely on signals that are more complicated and have to travel further and faster. So, with that in mind, it is important to use wire and cable products that have a proven track record for performance and reliability. This starts with rugged outer jackets that make pulling the cable easier to quality internal components that provide flawless signal transmission. Wire and cable provides system connectivity, which requires each component to provide a continuation of the quality chain for signal management that includes: connectors, bulk cables, wall plates and cable assemblies.
What best pieces of advice can you offer your integrator/dealer customers right now about presentation of the category?
Wire and cable products are a system component. Quality wire and cable products can reduce installation time and troubleshooting requirements and reduce the required labor on an installation—all of which protects your top line revenue and your margin.
Generally speaking, what will be some of the hottest product or tech trends in the category as we move through 2009? And what industry tech trends in other categories will influence product development in this category?
Some of the hottest trends are HDMI cables, HDMI over CAT cables, HDMI over COAX and CAT6a cables.