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Did Flat Panels Kill ‘Luxury Video’ Market?
Can dealers still sell high-end theaters like this? Yes. Find out in free one-hour webinar January 25 at 2 p.m. EST.
Sure the recession had a lot to do with that, but did the proliferation of low-cost flat panels in the industry hurt integrators so badly that it squeezed the profitability out of the business? Some think so but at least one industry veteran says the trend can be reversed.
George Walter of Digital Projection International (DPI) says it's all about sales technique and the art of the demo. In some cases, dealers have almost become afraid to offer high-end video solutions. They have abandoned top-down selling in favor of less profitable good/better/best selling, says Walter, who will be presenting a step-by-step demo technique to boost high-end video sales during a CE Pro webinar entitled, "How to Sell Luxury High-Performance Video." The FREE one-hour webcast is on January 25 at 2 p.m. EST.
Among Walter's tips are creating a luxury environment including room aesthetics, how long video demos should run, which media clips to use, and what to point out to clients in terms of contrast, brightness and color saturation.
Also on the webinar, integrator Brandon Haggard of Dallas Extreme will describe how just this week he sold a client with a $3,000 video budget" a $70,000 projector. He also will review his sales technique for selling a client a $250,000 media room when the client was expecting to spend only $10,000.
The webinar will also touch on existing and emerging "luxury" home theater technologies such as
- 2.35:1
- Internal/External Processing
- 1080p
- Curved screens
- Masking screens
- 3D
- LED
- Media servers
- Wireless/Hardwired HDMI
- DVRs
- iPad Control
- Anamorphic Lenses/Integrated Anamorphic
- Motion seating
- Glasses-free 3D
- 4K
- Laser
- OLED
- Streaming Video
- Aggregated Video
- IP Control
Register here.
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3 Comments (displayed in order by date/time)
It’s entirely possible, if you can actually show a customer what they would be buying. I’m not talking about individual components but the experience. It’s not easy to do, nor cheap. But there are a lot of people with the means to purchase a high end system that don’t because they’ve never experienced it. These might be extreme examples but I’ve had similar experiences although not quite that big.
For example I have a current customer who was a builder referral. He wanted a nice audio system for house they were remodeling. During the meeting he showed me the speakers he had purchased from “some guys in a white van”. He was pretty proud of them too. After coming into our store and spending some time listening to different systems we decided on a set of 802Ds with Classe electronics. Total installed system price $45k. I
t won’t happen every time but if you have the ability for the customer to kick the tires of a high end system you’ll be surprised what they are willing to spend.
Chris,
Just because the customer budgeted $3k for video does not mean that he did not have more money to spend- just that he thought $3k was all he needed to spend.
Good salespeople help customers re-evaluate their expectations by introducing them to better experiences.
I’m gonna call shenanigans on this Brandon guy selling someone a 70k projector when they guy only had 3k to spend… Either he’s lying through his teeth or he found the most gullible customer in the world and should be in the Guiness Book of World Records…
Oh yeah, shenanigans on the 250k media room with only a 10k budget as well…