Six Ways to Convey Your Premium-
Quality Skills and Services
Sam Cavitt (firstname.lastname@example.org) is
president of Paradise Theater in Kihei,
Hawaii, and Carlsbad, California.
Recently, I attended a webinar about
building sales techniques and strategies for
selling high-performance video solutions
for home theater projects. One comment
during the webinar that resonated with
me was: “High performance and luxury
aren’t achieved merely as a result of the
products you sell.” This is not only true,
but good news.
Quality components are only one of
the factors that go into delivering highperformance
for your clientele. But what
could be even more vital? What about
your performance? If high performance
is solely a product-based result, then what
value do you provide as the integrator?
If it is only as the purveyor of these
products, then the answer is “none.” The
only differentiator becomes “who can
offer the best price?”
As an industry, we need to focus on
delivering high-performance solutions, including skills and services that
deliver more than the products alone can ever achieve. Here are six
ways that we can convey this message, while backing it up with our own
1 Client Education
To clarify your client’s understanding of what “high performance”
means, you must demonstrate, for them, various products and solutions
within a high-performance environment. Also explain to them that high
performance can only be achieved as a result of a professional process,
which includes discovery, analysis, room design, system design, installation
and calibration, and most importantly, you!
2 Client Discovery
A high-performance system cannot be delivered without careful and accurate room design.
To justify their investment, a client
must develop an essential desire to
possess such an experience. Performing
a thorough “discovery” with your client
can help them reveal their needs, desires,
wants, likes, dislikes, and so on. You will
be amazed when your client seizes on a
dream that is even greater than the one
you were prepared to suggest.
3 Room Design
A high-performance system cannot be delivered without careful
and accurate room design. This includes space planning, video system
analysis, audio system analysis, acoustic analysis, seating layout, and more.
The best equipment in the world cannot overcome a poorly designed
room. Additionally, the room’s décor cannot be ignored. If not properly
integrated, the aesthetics, performance, or both, will suffer. Skillfully done,
form and function can coexist and even enhance the final result.
4 System Design
High performance infers engineering. Compatible, reliable, and
appropriate components must be skillfully combined to deliver an
experience worthy of the term “high performance.” In addition, all factors
of the room’s layout and design must be taken into account, because even
the finest components, if inappropriately used or improperly placed, will
under-perform. Think of a theater as a high-performance vehicle and the
system as a finely tuned engine, and you will appreciate the importance
Just like a high-performance engine demands mechanical precision,
the skill exhibited in the installation of AV systems will affect the overall
performance of the theater. This is another reason it is vital that your
clientele understand the level of expertise represented by your team.
Remember, the bitter taste of low quality will far outlast the temporary
sweetness of a low price.
Finally, providing accurate and
appropriate calibration of the audio
and video systems that drive this highperformance
environment is analogous
to the precision tuning so many of our
clients will employ in their fine cars. In
fact, only a well designed, engineered, and
assembled system will respond optimally
to this fine tuning.