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 personal experience.
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 experience.