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How to Spec, Sell Built-to-Order Products
One-off product sales offer more margin, lower inventory costs and higher customer satisfaction.
CDGi uses 3D renderings (top) for many of its build-to-order projects to minimize challenges on the job. The finished result (bottom) can come remarkably close to a rendering. Click here for full-size image.
Howard agrees BTO manufacturers need as much information about the installation as possible. "We're looking for specifics. What other speakers will be in the room? What kind of power is going in there? Does it need to go under a bed or somewhere? Does it need to match a TV? How will it be used?"
Since the exterior finish of a product is often the specialized aspect of a BTO speaker, Kaplan says dealers must engage the entire household (and especially the wife or interior designer) to get a wish list and find out their favorite materials, finishes and décor styles. Then help them zero in on their choices.
Schafer adds that selling build-to-order products usually has little to do with a technology … it's a lifestyle solution. "BTO customers will want to talk about the style of their home," he says. "If style is important enough for someone to discuss, it's important enough to purchase."
Rivera says the most important thing for integrators to remember is not to wait until the last minute to order a specially made product. "Our policy is to ask the client what the deadline is - and then we bend over backwards to deliver by that date."
Kaplan says it is important to "clarify and confirm" - be sure everyone (customer, designer, decorator, architect, builder, installer) in the communication path agrees with the details. Schafer adds that signed-off orders are required.
"When building custom theater products, it's not likely they could ever be sold to anyone else if they are wrong," he says.
Group Decision
Since the exterior finish of a product is often the specialized aspect of a BTO speaker, Kaplan says dealers must engage the entire household (and especially the wife or interior designer) to get a wish list and find out their favorite materials, finishes and décor styles. Then help them zero in on their choices.
Schafer adds that selling build-to-order products usually has little to do with a technology … it's a lifestyle solution. "BTO customers will want to talk about the style of their home," he says. "If style is important enough for someone to discuss, it's important enough to purchase."
Rivera says the most important thing for integrators to remember is not to wait until the last minute to order a specially made product. "Our policy is to ask the client what the deadline is - and then we bend over backwards to deliver by that date."
Kaplan says it is important to "clarify and confirm" - be sure everyone (customer, designer, decorator, architect, builder, installer) in the communication path agrees with the details. Schafer adds that signed-off orders are required.
"When building custom theater products, it's not likely they could ever be sold to anyone else if they are wrong," he says.
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Article Topics
News · Business Resources · Stewart Filmscreen · Truaudio · Leon Speakers · Cinema Design Group · Built-to-order ·About the Author
Richard Frank is president of Frank Marketing Associates in Dana Point, Calif. He can be contacted at rf@frankmarketing.com.
2 Comments (displayed in order by date/time)
My old friend Richard Frank addresses an important issue in this article. He does, however, neglect to mention Triad Speakers, which builds 90% of it’s speakers to order; not just “special order” products. In addition, Triad offers custom sizes and custom colors on nearly every product. This is actually the core of our business. Another point is the companies that actually build to order are the American companies that don’t receive their products in containers from China.
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I missed this article and glad that I found it. I feel this is one of the important elements that many of the CEDIA dealers have forgotten. When we began this industry many of the products and services we provided were custom, different and not provided by many others. I feel we’ve forgotten this aspect and the desire to create and continue this niche. I’ve had the good fortune of learning how to sell luxury products from one of the best, Brian Barr from CAT. When I combined these lessons with the services you’ve shown from CDGi recently on two projects it meant my firm winning the project against the competition. It’s proved to us that there is a commitment and direction we need to take our business and services so we stay above, ahead and in front of the standard wannabe dealers and box house.