In the residential systems market, lighting, audio, HVAC, and security are common home automation control points. But one powerful, up-and-coming-yet-often-overlooked element remains underutilized: natural light. Over the recent past, automated shades have been defined as a lux extra, but they could be considered essential for delivering a complete living experience for your clients. And you must master the storytelling about how wonderful managing daylight will be to their lifestyle.
If you are simply offering shades as a line item, you’re missing the point. Don’t think of shades as a network switch or wall dimmer. It is time to go beyond selling shades as an add-on and start owning the daylight story as part of your sales process. We need to help them see themselves in the environment where our controls make their natural daylight experience exceptional. Sell them the emotion, not the “parts.”
Unleashing Natural Light
A modern smart home is more than a bunch of electronics — it is an intermingled network of experiences. When shades are properly integrated, they do far more than block light to sleep in a bedroom. They enhance energy efficiency, protect interiors, and contribute to overall comfort.
Today’s health-oriented and environmentally savvy homeowners are focused on comfort, productivity, and wellness — all of which are affected by light. Helping a client to see a situation where, with a tap of a button, the shades open in the morning to allow the rush of natural light into the space, adjust indoor temperatures, and trim the lights…all at once. This is like the shade guys’ version of an energy drink! And with the addition of smart lighting technology, artificial lighting can co-mingle with natural light to make the space flawless. Paint the picture for them!
Daylight Guru
I would argue that clients don’t ask about shades until we connect them to what they care about or the problems they have, like privacy, solar gain, bleaching of furnishings, and, of course, aesthetics. We can reframe our role from the “Shade Person” to the “Daylight Consultant,” thereby creating more advisor value. It sounds squishy, and we would never refer to ourselves as a Daylight Consultant, but beyond fabric selection, clients will only listen when we discuss improved family lifestyle impact as a result of natural light. Our job is to help them see the improvements and not the line-item cost. Let’s face it: Motorized shades can be expensive; focus clients on the emotion and the feeling.
Also by Bob Doolin: The Shade Partner Checklist
We are the experts, and clients want to rely on us to make recommendations. Having understood their problems and pain points, we know what they hope for, and seeing the space, we can envision what would work great for them. Of course, you need to know the pros and cons of all your shade offerings to help them to a solution.
Shades as a Smart Business Move
A number of integrators ask, “Are shades worth the effort and aggravation?” The answer is a clear, “Yes.” However, it is not a quick and easy product line to gain experience in if you are new to the field. Errors in the shade business are very costly. Of course, if you have limited knowledge and experience, then partner up with an expert. If you have been doing this for a while and are confident in your knowledge, then you know it is a smart business move.
Motorized shades give you a larger scope in a project and are higher margin, highly visible once installed, and can lead to follow-up future client-facing services (battery recharge services, fabric replacements, etc.).
Claim the Natural Light
As smart homes evolve, our role is shifting from nerdy installer to experience designer. Natural light is one of the most dynamic, impactful areas in our clients’ homes. The shade solution should be in your offerings. Positioning shades as part of an integrated system does more than boost your profit; it improves your status as a smart home expert and advisor. Great shade jobs will deliver a more comfortable home to your clients, who will really appreciate you and your team.
Don’t just offer shades; offer to help your clients manage the light!
Bob Doolin is the president of IUS Shades (International Upright Services, Inc.), which operates in five offices throughout New England and Ft. Lauderdale, Florida. He is passionate about automated shades and the technology side of the window treatment industry. He often coaches integrators and contractors to bring shades into their business offerings to their high-value residential clients.
