It’s no secret that one of the most exciting opportunities for the custom install industry today is in lighting, as well as the associated shading sector, and I wanted to share Premiere Systems’ experience selling these solutions.

With the rise of intelligent LED systems, the demand for expertly designed and integrated lighting solutions has never been higher. As an integrator, mastering these technologies is crucial to not only growing your business but also differentiating yourself in an increasingly competitive market.

At Premiere Systems, we’ve embraced lighting as a core part of our business, and today, approximately 50% of our revenue comes from lighting and shading.

Here are some insights and strategies I’ve learned that can help you boost sales by offering advanced lighting and shading solutions.

The Evolution of Lighting

One of the key trends driving growth in the residential lighting category is the rapid advancement of LED technology. Early LEDs often fell short of client expectations, offering flat and gray lighting that didn’t compare to traditional incandescent fixtures.

However, with significant improvements in quality, particularly around the ability to achieve the blackbody curve, LEDs are now delivering the warmth, brightness, and flexibility that homeowners demand.

Modern digital lighting isn’t as simple as installing a dimmer switch anymore. With DALI 2 intelligent lighting and digital controls, today’s systems require skilled professionals to ensure proper installation and performance.

As integrators, we are already accustomed to mastering complex systems — this gives us an edge in delivering intelligent lighting solutions that elevate the home environment.

Understanding Client Motivations

When it comes to client motivations for investing in advanced lighting, aesthetics are by far the leading driver. Homeowners want lighting that highlights architectural features, enhances the beauty of their spaces, and showcases their art collections.

They want to create an environment that feels luxurious and inviting, for everyday living and for entertaining guests.

For example, we recently worked on a project where the client wanted to highlight a series of sculptures in their great room. By using a combination of recessed LED fixtures with adjustable color temperatures, we were able to design a lighting scheme that accentuated the art while also providing ambient light for the space.

Similarly, in another project, we used motorized shades in a beachfront property to manage sunlight during the day and create a cozy atmosphere in the evening.

While energy efficiency is a factor for some homeowners, it is not typically the primary motivation. Most of our clients are more concerned with how the lighting makes their home look and feel and are willing to invest in high-quality fixtures and intelligent controls to achieve the desired effect.

However, we do emphasize the long-term savings and convenience that come with automated systems, as these benefits often seal the deal for more practical-minded homeowners.

Importance of Client Education and Show & Tell

When it comes to selling lighting and shading, education is everything. Homeowners don’t always realize the impact that a well-designed lighting system can have on the overall look and feel of their home.

Premiere Systems likes to implement lighting designs that make everyday living at home feel inviting. Photo Courtesy/Premiere Systems

This is why I always recommend demonstrating the benefits of lighting as seeing is believing. Being able to demonstrate the difference between standard lighting and a professionally designed system with high-end fixtures is one of the most powerful sales tools available.

At Premiere Systems, our showroom is our most effective marketing tool. We show clients real-life examples of layered lighting designs and give them the chance to see how different fixtures create different effects.

When clients experience the difference firsthand, they understand the value of intelligent lighting, which makes it easier to explain the price difference compared to contractor-grade options.

How Premiere Systems Leverages Partnerships

Strong partnerships are essential to success in the lighting and shading space. At Premiere Systems, we’ve fostered excellent relationships with key manufacturers like DMF Lighting. These vendors help us stay ahead of the curve by providing early access to new products, offering valuable training, and helping us test solutions before they hit the market.

Our partnership with DMF Lighting has been a true two-way street — they rely on our feedback to fine-tune their products, and we benefit from their deep understanding of what integrators need to succeed.

Equally important are our relationships with design-build professionals — builders, architects, interior designers, and even electricians. Collaborating with these professionals early in the project lifecycle is crucial.

One of the most compelling aspects of selling lighting is the long-term return on investment (ROI) for clients. Not only do advanced lighting and shading systems reduce energy consumption and wiring costs, but they also add significant value to the home.

–-Robert Anderson, Premiere Systems

By getting involved at the design stage, we ensure that the lighting and shading systems we recommend align with both the technical requirements and the aesthetic vision of the space.

For instance, we’ve often been hired by architects to design intelligent lighting systems that enhance the home’s architecture, while also coordinating with interior designers to select decorative fixtures that complement the design.

This early involvement not only makes the project smoother, but it also strengthens our relationships with these trade partners, leading to more referrals and long-term business growth.

To foster these relationships, it’s important to be proactive. Attend industry events, network with local design-build professionals, and showcase your expertise in integrating lighting systems with overall home design.

The more value you can provide to their projects, the more likely they are to include you as a trusted partner on future jobs.

Integrating Lighting into Smart Home Systems

One of the challenges we often face when integrating lighting with other smart home systems is compatibility. The sophistication of lighting systems, combined with the need for seamless integration with automation, security, and other home systems, can present hurdles.

Having the right mix of manufacturers and solutions can make all the difference.

At Premiere Systems, we approach each project with a ‘suitcase full of solutions,’ customizing the system based on the client’s specific needs. Some designers prefer smaller apertures for fixtures, but this isn’t always the right choice for every project.

Our goal is to educate clients and design-build professionals on the best lighting solutions for each space.

Long-Term Value of Lighting Solutions

One of the most compelling aspects of selling lighting is the long-term return on investment (ROI) for clients. Not only do advanced lighting and shading systems reduce energy consumption and wiring costs, but they also add significant value to the home.

By offering warranties on high-end fixtures, clients see the difference between contract-grade lighting and the durable, flexible systems we install.

Smart lighting and shading systems are an investment that goes beyond convenience—they enhance the quality of life in the home. Whether it’s creating the perfect ambiance for entertaining or ensuring energy efficiency throughout the day, these systems pay off in both short-term savings and long-term value.

Future of Lighting Integration

Looking ahead, I believe that integrators must remain on the cutting edge of lighting technology. Electricians are catching up, but it’s up to us to stay ahead by mastering the latest in smart fixtures and controls.

The more integrated and intuitive these systems become, the more essential it will be for us to continue leading the industry.

For integrators looking to expand their offerings, now is the time to embrace lighting and shading solutions. By staying connected with vendors, continuously educating clients, and investing in the right tools — you’ll position your business for sustained growth in this fast-evolving market.

By incorporating these strategies into your business, you can leverage the power of lighting and shading solutions to not only grow your revenue but also build lasting relationships with clients and design-build professionals.

At Premiere Systems, we’ve seen firsthand how mastering lighting has transformed our business, and we believe it can do the same for others in the industry.

Author Robert Anderson is Vice President Premiere Systems and Principal Premiere SAV.

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