Michael Detmer

Opportunities are wide open for the custom retailer who can peer beyond flat-panel's pixels By Nancy Klosek It isn't video. It's audio. And it isn't easy. In fact, it takes a village—C-tailing business owners, manufacturers, salespeople—to make the case for a high-ticket audio purchase. Suppliers and C-tailers who get it know that conducting a good demonstration is only the culmination of the presentation process. The development of cannily designed product lines on the manufacturing side and, on the retail side, an unvarnished self-examination of the dynamics which influence audio purchases are the requisite preludes to a sale, say industry participants from each camp

By Coleen Sterns Basic training is required for success in any discipline, and marketing is no exception. At the Spring Electronic Home (EH) Expo Spring in Orlando, dealers had the opportunity to learn how to successfully market their installation businesses from some of the industry's leading experts. The instructors included Joseph Piccirilli, managing director of AVAD LLC; Carol Campbell, publisher of Audio Video Interiors; Spencer Kalker, president of ImageCrafters; Michael Detmer, vice president of sales and marketing at Niles Audio Corporation; and myself, Coleen Sterns, president of Marketing Matters. If you weren't there, you missed a good one, Effective marketing is critical to

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