Eric Johnson to Create New Tools for Dealers

May 15, 2013
Eric Johnson of Omega Blue Group has been awarded a consulting contract by Bach Sales Group, the Metro New York and New Jersey manufacturers representative firm, to research and develop new business opportunities for custom installers.

“Today’s custom clientele have huge objections to the price of entertainment systems. The inflated claims of manufacturers of cheap WiFi routers, flat panel TVs, wireless speakers and the promise that everything is simple with an iPhone app have created completely false expectations of what a system should cost,” said Harry Bromer, partner, Bach Sales Group. “Eric Johnson is a trusted advisor to our dealers. For the past twenty years he’s evangelized to them about techniques for profitability. We see a real need for new tools and techniques for dealers, Eric has been researching exactly what those should be.”

Eric Johnson will synthesize a new approach to clients from a survey of the best methods in use today. As part of this effort, Bach Sales Group will produce training events, website resources and new tools for their custom installer partners.

“Another challenge every dealer faces is that they are very good at selling to baby boomers, but find the Gen X and Y client more challenging,” said Barry Balcourt, partner, Bach Sales Group. “Yet, the extraordinary word of mouth that Sonos television advertising is generating offers an intriguing opportunity. If custom installers can harness it, there is a huge opportunity for growth.”

Omega Blue Group’s Eric Johnson added, “The younger client is a challenge to us all. On the surface, they seem immune to every sales pitch: quality, fidelity and/or simplicity. However, some dealers are cracking this market. My job is to produce repeatable, practical techniques and train our dealers to use them every day.”

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