Luxury is Always in Style
July 1, 2008
Creating a memorable experience for a client is an awesome
accomplishment whether its through individual efforts or the outcome
of many people in a business. Thats what I think of when I say luxury
sale. A memorable experience is, indeed, a luxury for everyone no
matter who you arean income whale or common folk who, like most of
us, just want to have a nice entertainment system in their home.
CEDIA ESCs create, at some level, creates a memorable experience just
about every day. Luxury selling has roots in the culture of making a
lasting impression on a customer who has come to a place of business
with a need and an expectation. They need something to make them feel
good. They expect that someone at that place of business will deliver
that something. They feel great because they now possess something that
fulfills their need.
I recently watched a PBS segment that featured an old-timer from 1940s
radio era Los Angeles waxing on about the glorious days when, as a
young radio reporter for KNX, he found so much luxury surrounding him.
He lamented that many of these things were now gone from L.A., but
acknowledged that many new luxuries had taken their place.
For example, in 1940s Los Angeles, the best way to get around town and
out on the town was the Red Car. The Red Car was basically a large
trolley that, in a rather luxurious style, carted folks to and from
L.A. Want to go to Hermosa Beach from Pasadena? Red Car. From L.A. City
Center over to Burbank? Red Car. Wilshire to Santa Monica? Call it a
car but it was a one-car train and folks loved it. Ubiquitous. Stylish.
And worth every penny of its tiny ticket fare.
Then the automobile arrived and you know what happened. Everyone got
their our own metal box to wheel around in, Red Car dies, and L.A. rush
hour starts. Sixty-eight years later and rush hour is still going
strong. A shared luxury has turned into a personal luxury.
Your Luxury Offerings
Obviously, things have changed, but not as much for you as a CEDIA ESC.
You sell a memorable experience in every room you touch. And every time
you meet a client, you are engaging with them for an experience about
them, their home, and their family. Its not really about the gear,
folks. Its not really about the project management. Its not really
about the relationships that you maintain with the other contractors
and your vendors. Its about the memorable experience that you and your
client create together.
You are in the business of selling luxury, whether its hanging a
plasma and creating a receiver-based 5.1 family room, or a villa with
17-inch panels in the water closets. Both of those customers will
remember what you did for them because it is personal. A personal
experience is a luxury. Even creating a playlist on ones iPod is a
luxury, providing that person with exactly what they want for their
There are so many luxurious experiences happening in our business that
none of you should be afraid for one second to make the commitment to
improve what you do. Sell some nicer stuff. Learn new skills. Prospect
for more sophisticated customers. In robust times, luxury abounds and
in lean times, luxury abounds. Luxury might just be little more
pragmatic in lean times.
Think about the old-timer from KNX as wisdom. The Red Car to the
automobile was about getting there. The Beverly Park to the Beverly
Center was a playground for lifes fun experiences. Your business is a
memorable experience. Dont forget to advance your art. Be wise, figure
out how to get there, have some fun, and create a memorable selling