StaffDavid Anderson, Managing Director, Avoke Ltd, offers some thought on the recent EI Live! 2025 show.
It’s always comforting when your customers validate your strategy. Recently, Essential Install inquired about our approach to selling audio, which resulted in an article in their September issue, where we discussed that audio may be easier to sell than you think, that set-up has never been easier and that many clients love audio and just need a gentle, informed nudge.
Just a week later, we showcased our solutions at the EI Live Show, and I’m delighted to report that the article resonated with many installers. It wasn’t just because our HiFi products are fun, but we had numerous in-depth discussions about the range, and especially about integrating HiFi-perceived products into installations.
Installer Confidence and Client Expectations
Many installers confessed that they do lack confidence in proposing such products, believing that customers expect “bespoke installation” solutions, and therefore don’t suggest HiFi-style products and so don’t stray too far from what they always offer. Of course, some clients do just want something special, and that’s absolutely fine, but our conversations revealed that many customers enjoy the collaborative approach to audio and that the straightforward advice in our previous article is effective.
How? It begins the same way it did at our stand – with a conversation. Being armed with the understanding of how your clients live/want to live with audio, allows you to provide the right solution for them. Perhaps put off by a full lounge home cinema for example, they can instead see the value in a 2.0/2.1 solution. Or maybe they don’t want system control in a particular room, but they would instead go for a small pair of active speakers.
Plug ‘n’ Play Audio Solutions
Our audio products are plug ‘n’ play, no complex set up or operational guides, just HiFi. So for clients who love music then amplifiers (multi-room streaming or not), CD Players, Turntables and speakers are a perfect solution.
After all, there is a whole retail industry selling these very products to the exact same clients. Avoke offers HiFi products that require minimal setup, ranging from budget to mid-range in price. However, the quality is exceptional.
Our brands invest in design, components and technological advancements rather than extensive marketing campaigns. As many installers acknowledged, clients have limited brand awareness in our industry so they rely on your expertise to persuade them, just as you rely on us to persuade you.
Support and Advice
Since audio is a visceral experience, clients are more likely to invest in it. If clients love music, they’ll enjoy selecting speakers, stands and furniture, as these elements contribute to making a house a home. Some of our other products, like CAT cables or our new Pro Racks, may not have the same kerb appeal.
We are here to offer advice, support and a listening ear for all things audio. Several conversations at EI Live have already led to revised quotations, where in-ceiling audio solutions are now complemented by bookshelves and floorstanders in key rooms.
Building Long-Term Client Relationships
As a distributor we fully acknowledge how much effort goes into winning and then delivering your installs, and suddenly trying to add additional cost to the quotation seems counterintuitive. But, what we’re seeing is that audio can unlock value that clients spend when they have enthusiasm for the product (you only have to look at how much budget they can find for bathroom tiles or soft furnishings…).
Worst case they say no, but the seed is planted. We’ve had installers come back several months after initial installation for a turntable, CD Player and a pair of speakers.
After all, the best clients are the ones that stay with you and go for the upgrades and tweaks that you suggest. As our previous article ended – by offering professionally installed audio, you’re helping clients rediscover their favourite music, making movie nights unforgettable, and adding lasting value to their spaces. You’re also building stronger client relationships and opening the door to future upgrades and referrals.
Sounds good to me.