Daniel J SaitDoes enthusiasm for music and movies help the home cinema and luxury AV industry sell more systems?
Over more than 20 years in the home cinema and high-performance AV industry I have had the privilege of meeting some incredibly talented installers, designers and sales professionals. Looking back one thing that can leave a lasting impression has little to do with technical knowledge, product training or even years of experience. It is enthusiasm for the art our systems are destined to showcase.
It is entirely possible to be a ‘fan’ of technology but enthusiasm and love for the music, films and experiences these systems are designed to deliver can be a game changer and a great way to connect with customers.
Professionals who are excited and knowledgeable about music and movies whether it is the latest release from a global superstar or a deep cut from a cult musician, are giving themselves a powerful way of communicating with the customer. The same goes for movies. Knowledge of great directors, classic films from the past all the way through to the latest popcorn blockbusters provides a language and a route into conversation that discussion of the system itself cannot achieve. That enthusiasm is infectious.
When someone demonstrates a cinema or audio system while sharing their genuine excitement for what it can do with a particular film or album the conversation changes. It moves beyond specifications, technical features and product comparisons. Suddenly the discussion becomes about experiences, memories and emotions.
Obviously, it is entirely possible for someone with only a passing interest in the content to specify, sell and install a fantastic home cinema or media room. The point is we are in a competitive space with other sectors bidding for our customer’s attention and building desire for other products and services, so any edge we can gain is a plus.
The more connected we are to the art that these systems exist to showcase the more naturally that excitement comes across when talking to clients. It helps people understand not just what a system does but why it matters. We are after all selling emotions not systems.
Consider this, would you buy a high-performance sports car from someone who seemed only passingly interested in driving it? If you were undecided would a process that involved imagining what it would be like to own and use that car tip you into buying mode?
Technology remains important. Expertise remains essential. But enthusiasm for the art creates a different kind of connection.
So, if you’re already a music lover or film enthusiast don’t hide it. Share it. Let clients see what excites you.
And if it’s been a while since you’ve sat down to listen to a favourite album from start to finish or lost yourself in a great film, perhaps it’s time to reconnect with the content that inspired many of us to enter this industry in the first place. It might just be one of the most effective sales tools available. Let us know what you think. Does it make a difference? Get in touch to have your say, dan@essentialinstall.com