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Inside Paradigm’s New Specialized Training Classroom

Speaker designer creates a specialized classroom for training its dealers and installers.


Paradigm's new training facilities will be used to support the company's educational curriculum, which covers everything from technologies and installation techniques to sales and marketing.
Robert Archer · September 2, 2008

Paradigm is expanding its suburban Toronto manufacturing facilities.

As part of this expansion, the speaker designer is including an in-house training room designed to educate dealers about the wealth of technologies the company uses to achieve performance.

The new training will also cover the latest installation techniques needed to ensure Paradigm systems perform at their highest levels.

Teaching Environment Will Help Sales

Paradigm has determined that, to helps its dealers grow their sales, they need to communicate the capabilities of its product line through a new teaching environment.

“We have a dealer-training program, called Paradigm’s Higher Learning for Dealers [PHD program], which needed a high-end showroom to display the emotive quality of our products,” says Mark Aling, marketing manager for Paradigm.

Training Room Equipment

The list will change as Paradigm updates its product lines, but here is the line-up of equipment in its new training room:

  • 2 Paradigm Reference Signature S8s
  • Paradigm Reference Signature C5
  • 2 Paradigm Reference Signature Servos
  • 2 pair of Paradigm Reference Signature ADP3s
  • 2 Paradigm Reference Seismic 12s (for the rear)
  • Anthem Statement D2 Audio/Video Preamp Processor
  • Anthem Statement P2 amplifier and P5 Power Amplifier
  • Paradigm J-18C Speaker Stand (for the C5)

“[We] have a passion for building the best products … that passion comes through in the design and the manufacturing process, and we need an area to really demonstrate the performance of a high-end listening room.”

The room will be used to train installers about Paradigm’s freestanding and architectural products. According to Aling, the training sessions will be held on a quarterly basis. Yhe curriculum covers a variety of subjects, including product and sales presentations.

“Each dealer has their own comfort level and sales strategy,” Aling says. “So, we try to respect that personal style while giving them the tools and resources to do it effectively. The theater room will be a useful venue for demonstrating how content can be used with customers to make a demo more compelling.”

Performance, Value Are Priorities

With the room, Paradigm hopes to support the company’s engineering processes for its speakers and its Anthem line of electronics.

Aling says that Paradigm spends a lot of its resources on engineering and product development, and the room will be used in a manner that ties those elements into its dealer training sessions. These factors will also be applied to future product development.

Paradigm has plans in place to expand into the entry-level and luxury categories as a means of arming its dealers with products that help them to grow their sales.

“Even though Paradigm now offers one of the widest selections of speaker products in the industry, we continue to expand our in-wall and in-ceiling speaker offerings for the custom and builder markets, and we are actually launching our first in-wall subwoofer around CEDIA,” Aling says.

“Additionally, newly enhanced versions of our original speaker and subwoofer lines are being released over the next year as we introduce new models and remove some legacy ones.”



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  About the Author

Bob is an audio enthusiast who has written about consumer electronics for various publications within Massachusetts before joining the staff of CE Pro in 2000. Bob is THX Level I certified, and he's also taken classes from the Imaging Science Foundation (ISF) and Home Acoustics Alliance (HAA). Bob also serves as the technology editor for CE Pro's sister publication Commercial Integrator. In addition, he's studied guitar and music theory at Sarrin Music Studios in Wakefield, Mass., and he also studies Kyokushin karate at 5 Dragons in Haverhill, Mass. Have a suggestion or a topic you want to read more about? Email Robert at robert.archer@emeraldexpo.com

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