Do you want to know how to turn a $20,000 sale into $800,000? Apparently, all it takes is recommending Samsung’s huge microLED display, The Wall, in place of a regular TV. Just ask Joseph Akhtarzad, founder of CE Pro 100 company Just One Touch/Video & Audio Center based in Santa Monica, Calif.
The company recently made history with the first ever residential installation of the new 219-inch Samsung The Wall microLED video wall. The Model IW-008A used in the project features true black and an 0.84mm pixel pitch that is double the picture quality from the original The Wall commercial version (which Video & Audio Center was also the first to install back in 2019). It also has HDR 2000, which is four times improved from the previous version.
“For over 41 years, my mission has never been to worry about price, but to always try to market the new technology to customers, because there is always going to be someone interested regardless of the price. We have a niche in the marketplace,” says Akhtarzad.
“We had a client reach out to us who was initially interested in a much smaller size large-screen TV. We realized that this client can afford and would appreciate the new Samsung microLED videowall where you can build it as large as you want. In this case, it was 219 inches at a retail of $800,000. We explained the full potential of the TV and the client trusted us. We sold it and installed it, and the client could not be any happier,” he adds.
In all, the the massive Samsung Wall microLED installation took the Just One Touch crew about three days to complete. For the companion audio solution, in-ceiling architectural speakers were used. The technicians did not have to any wall reinforcement to support the weight of the unit.
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“We already have a couple of more sales of these big sizes in the works that are referrals directly from this client to his friends,” mentions Akhtarzad.
Advice When Selling New Tech: Don’t Worry About Price
Akhtarzad recommends integrators showcase new technology and market it, and not worry about the price.
“One important thing I have learned in this industry is that there is always a client for which money is no object. This industry should try not to focus solely on the price of the technology. Don’t be afraid. Let the client know what it costs, whether it is $800,000, $400,000 or $300,000. You always have to listen, qualify and execute. Someone will always buy. That’s exactly what we did in this case,” he notes
Akhtarzad is excited about the growing potential for microLED technology such as Samsung’s The Wall in residential settings. He touts the flexibility to be able to make the picture any size the client wants, the suitability of the technology in both dedicated theater rooms as well as high-ambient light areas of the home, the quality of the microLED tiles that are completely invisible, and the overall picture quality that eliminates artifacts using Samsung Motion Smoothing technology.
The advancement of the company’s video technology has been fast paced in recent years. In 2015 Samsung debuted the Fine Pixel Pitch LED, 2017 the LED HDR, 2018 the Onyx Smart LED digital signage, and in 2019 debuted the first commercial microLED, ultimately setting the stage for The Wall. The recently unveiled The Wall All in One includes 110- and 146-inch versions. In addition to the 219-inch version installed by Video & Audio Center, Samsung has 255- and 292-inch versions available.
Video & Audio Center puts its employees through weekly training on the newest products available and has them practice a two-minute sales presentation on the latest technology, why people are buying it, and why the customer should consider it.
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