Using Your Prospect’s Input
Let your client decide aesthetics
Every aesthetic decision should be one the prospective client has an opportunity to make. Since you’re operating like a designer, aesthetic decisions are numerous and important—and become the focus of the project.
The more energy you put into the aesthetic decision-making process, the easier it will be to get the prospect enthused. They don’t know HDMI from RG40, and they don’t want to know. But they do know if they want the big plasma TV over the fireplace or tucked into custom cabinetry. They know what color faceplates they should have and where the keypads should be located.
Even when aesthetic decisions compromise performance, you should let the prospect know the trade-offs, but support them. Focusing on aesthetics allows the prospect to avoid these embarrassing conversations: “I don’t really watch that much TV, so an expensive set isn’t important to me.”
Many clients don’t believe they watch as much TV as they do. And they certainly won’t tell you about it. So trying to sell a high-end TV on performance may backfire.
Talk about the design of the set. Talk about fit and finish, and how the TV becomes a part of the room. Tell your prospect how good it will look on the wall. And, of course, mention the performance of your higher-end offerings, so when they do watch TV, it’ll be crystal clear. People are confident they can make a visual decision, and they understand a clearer picture is a superior one. So sell the aesthetic benefit of the picture.
Clients say: “I can’t hear the difference.”
Of course they can hear the difference, but it will take too long for you to prove the point. Instead, tell them they will hear the difference, and they’ll appreciate the sonic quality of the system—after it’s installed. Prospects say they can’t hear the difference. They’ll tell you they aren’t audiophiles. They do this to protect themselves from buying expensive speakers.