An Alternative View: Become Relative to your Clients
I was once invited to a dealer’s launch of a vendor’s new product line. The technology integrator had a large showroom facility, and had spent a decent amount of money in order to promote these new models and excite his client base.
I was introduced to a group of clients that were decades old to the company. Many were well past retirement age and few, if any, appeared to be the appropriate targeted audience for this new product line. The dealer simply went back to the “old well” of clients. Ultimately, the event had little impact on sales.
The key question is this: How do you attract new clients? How do you attract both the luxury consumer, and the new affluent upcoming generation that’s tech savvy? The answer: You need to be relevant. You need to speak their language, inspire them, offer solutions and be their technical resource.
All too often, high-end retailers and technology integrators miscommunicate with perspective luxury clients. We talk about product and technology and not about solutions and the benefits of enhancing one’s lifestyle or home. Some products presented have little relevance to the client’s décor and lifestyle. Are you suggesting speakers that look like R2D2 for a room that’s already home to six-figure furnishings? Are you suggesting integration and control solutions that are so complicated, you’ll literally have to move into the guesthouse in order to be available for questions?
As for the tech-savvy consumer, do you embrace the products and technology they relate to? Does your showroom or product offering exhibit ways of improving computer-sourced music via a USB DAC? Can you demonstrate the benefits of a music server, not to mention a distributed audio system? Do you bother to demonstrate the difference between generic in-wall speakers available from the local superstore versus your brands?