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Volume 2, Issue 7 — 18, 2013
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The Buying Cycle of Churches
By Anthony Coppedge House of Worship Technology Consultant
Who do you sell to at a church? Who are the influencers and who makes the final budget decisions? From senior pastors to tech directors to volunteer leaders, churches have a wide range of influencers, recommenders and decision-makers. It’s important to understand when you’re talking to a buyer — or not — when working with local churches.
The “Pastor”
Depending upon the church denomination (or lack of one), the culture and the style of the leadership, you’ll hear a lot of titles that describes a pastor. Most mean about the same thing, but let’s start with understanding when you’d want to talk with the top staff member (often the “senior pastor”).
Chances are, the person at the top of the staff organizational chart isn’t the person you’ll spend time talking to and that’s true for most churches, from huge to very small. That’s because they’re focused on writing sermons, leading staff and providing overall direction for the organization. They’re not likely to be in many (or any) meetings that involve technology. It’s simply not in their wheelhouse.
If you do happen to have a pastor as a point of contact, it’s helpful to understand his role. Unless his bio on the church website clearly explains his role, it’s useful to find out what role he plays in the technology buying process.
Below is a typical list of a variety of pastoral titles you’ll likely encounter in the house of worship market:
- Senior Pastor – the lead pastor, responsible for preaching most sermons, leading the organization and, in many churches, is the final authority for big-dollar decisions. However, he’s likely going to simply go along with the recommendations of the staff.
- Executive Pastor – a role subordinate to the senior pastor, but with more operational duties and day-to-day staff leadership; often from the “business” world prior to joining a church staff
- Technical Arts Pastor/Director – a technical leader who also shepherds his team in a pastoral role; often in charge of audio, video and lighting and sometimes information technology duties
- Worship Pastor – in charge of all music/choirs/band/orchestra/singers with a shepherding, pastoral role for her teams
Other common titles of church staff include the following:
Pastor/Senior Level Titles:
- Lead pastor – same as a senior pastor
- Teaching pastor – often same as senior pastor; can be part of teaching team, but not lead
- Preaching pastor – same as a teaching pastor
- Vision pastor – relatively new title, same as senior pastor
- Minister – can be senior or mid-level, depends on role/duties
- Reverend – typically same as “pastor,” common in more liturgical churches
Staff or Volunteer Leadership Titles:
- Elder – depending on church, either a senior staff member or senior volunteer leader/oversight
- Teaching Elder – similar to teaching pastor, but can be volunteer leader/oversight with some teaching
Associate/Mid-Level Titles:
- Campus pastor – in multi-site churches, often the lead pastor of that campus, but not the church’s senior pastor
- Associate Pastor – a wide range of roles, usually not senior-level
- Worship Pastor – in charge of all music/choirs/band/orchestra/singers
- Pastor of Fine Arts – usually same as worship pastor
- Music Minister – same as worship pastor
- Minister of _______ – insert many titles here, from Adult Education to Volunteerism and more
- Media Pastor – a technical leader who also shepherds her team in a pastoral role
- Youth Pastor – usually in charge of junior and/or senior high student ministry
- Technical Arts Pastor – similar to media pastor
- Tech Director – often called a “TD,” a technically-gifted and minded person responsible for A/V/L and sometimes I.T.
Unique Titles:
- Bishop – in some cases it is synonymous with senior pastor; in other cases it is used to describe a leader over pastors in multiple congregations
- Apostolic Elder – a person respected by the church leadership that has oversight and helps provide accountability to the church staff; this person is often a pastor of another church and is also often an older, wise leader
Influencers, Recommenders and Decision-Makers
It would help me greatly to explain how churches handle the research, decision-making and buying process if there was a consistency between churches. Quite simply, there’s not. Decades of experience have taught me that just when I think I’ve got it figured out, something changes; either the shift is cultural or the dynamics of new, younger leaders coming up in the church rock the established boat.
I will say that it’s entirely reasonable to define when in the buying process you’ll encounter an influencer, recommender, and decision-maker. Your mileage will vary greatly depending on the type of churches you call upon most frequently. To find out more about how denominations (or non-denominationals) fit into this, read my previous article Church Buyers.
Generally speaking, there are four reasons a church is in a buying cycle:
- Break/fix – something is broken or breaking and it needs to be replaced and updated
- New budgets – new fiscal years bring new cash for making updates
- Windfall – financial giving is up and extra monies are available or a donor is being extra generous
- Campaign – building a new building or remodeling another one means big money is being spent and tech upgrades are a part of the scope
When talking with a church, asking about their role will usually give you insight into their ability to make a purchasing decision. As with any sale, understanding the felt needs and immediate pain points is a good idea, but it is more important to understand what that particular person finds most important. It has been my repeated experience that the pain point is usually someone else’s, not their own, that has prompted the discussion.
In most cases, it’s important not to try and get past the influencer in order to get to the decision-maker. This is a common tactic in other vertical markets, but in the house of worship market, the relational component from the influencer to the recommender to the decision-maker is significant. Take the time to learn each person in the buying cycle or face the very real potential of losing credibility with the person most likely to get your firm recommended to the decision-maker.
Winning Hearts and Minds
Because of the relational importance in church structures, winning hearts over is as important (more important even) than winning their minds on price, features or benefits. I’ve been saying it over and over here on the rAVe H.O.W. articles and blog: This market values the effort put into building relational equity.
You’ll find that churches will respond to your consistent efforts and follow-up communication for repeated buying cycles. By providing over-the-top service and getting to know their culture, the long-term sales opportunities will always be open to your firm. This is as true for manufacturers as it is for systems integrators and dealers. Don’t focus on the problem, but focus on the answer that supports the relational connection and brings value to the church and the relationship. This is the greatest way to build trust and garner both repeat business and the all-important referral business.
A former staff member at three mega churches and church technology consultant, Anthony Coppedge has developed a respected reputation as a leader in technical and communications circles within the church marketplace. Reach him at anthony@anthonycoppedge.com or on Twitter.
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Social Media – Digital Word-of-Mouth
By Anthony Coppedge House of Worship Technology Consultant
In the not-too-distant past, I knew of a systems integrator that boldly listed their “Top 10” clients on the back of their sales sheets. They were 10 churches that most pastors in the house of worship market would know. All were previous clients of this firm. The implied assertion of listing these ten churches was that these churches were Class A referrals. Funny thing is, if you actually called and talked to the church technical directors, all of them would tell you they’d never hired this firm to come back and do more work.
The systems integrator knew something, though, about how the church market used to operate: They could get away with it because the name-drop was sufficient, as churches didn’t check references very well (or at all). All it would take is a phone call or two and this marketing tactic would be blown out of the water.
The Digital Age
Gone are the days of limited networks and localized word-of-mouth information about the value of a particular firm, installation or manufacturer. Social media has made everyone a publisher and given equal voice to every church. This has two potential sides to it.
The upside is that when a manufacturer, integrator, salesperson or install tech does a great job, the praise is easily shared. The downside is when a customer is unhappy, they’re likely (actually, more likely) to tell others about it.
Here’s where this really matters: In both instances, the people they’re sharing their experience with are likely other churches and peers who are potential customers. It’s a focused group of people you want to make happy, not make want to avoid your firm. It’s been said that it takes seven positive messages to overcome a single unhappy message. With the instant, widespread reach of social media, it is vitally important for your employees to understand how to provide outstanding sales, service and support experiences.
When Things Go Virally Wrong
It hurts your business when a church no longer will use your products or services. It’s exponentially worse when the staff are happy to tell everyone within their sphere of influence about your failure. A proactive approach is obviously best, dealing with the issue before it has a chance to blow up on Twitter or Facebook. However, when someone does decide to vocalize their displeasure, your best defense is a over-the-top helpful — and very public — response.
It may seem counter-intuitive to go public (an @reply on Twitter instead of an offline email, for example), but when a mistake is made by one of your team members (or more), apologizing is the first important step and demonstrating a whatever-it-takes attitude speaks volumes about the character of your staff and the integrity of your brand. Your marketing team and leadership needs a point PR person to provide direction, rally the team towards a positive response and show your commitment towards customer service.
The key is not to try and “spin” the situation, but honestly own up to poor customer service or an employee who missed the mark. Don’t make excuses; make it right.
Making the Most of a Recovery
When your team exceeds the client’s expectations and turns a situation from a mistake to a win for the client, celebrate the win publicly. Then, once things have been fully resolved and a success story has been completed, talk to the client about an endorsement. Chances are, if you’ve done a great job, they’ll be happy to share how you made things right and placed a high value on the relationship with the church.
What churches have come to expect is a less-than-ideal sales process. Surprise them! Delight them with great relationship building skills and make customer service — before, during and after the sale — a high priority for your entire team. The wins here are actually more powerful as case studies, as you’re painting a more important picture of what your brand stands for than what your marketing alone can promise. It’s one thing for you to say you’re a do-whatever-it-takes firm; it’s quite another when a client says it for you.
Proactive Social Media
I know many manufacturers have terrific D.O.A. (dead on arrival) policies for equipment: If it’s broken when you get it, you get a new one, no questions asked. Other manufacturers will send you a loaner unit until the broken one is repaired. The former companies have a distinct marketing advantage by admitting that even the best technology can fail. By acknowledging this reality and promoting a rock-solid D.O.A. policy, you’re removing potential barrier to entry on your product.
The point is that with social media, speaking with your audience has supplanted talking at your audience. It’s personal. It’s relational. And it’s potentially very good — or very bad — for business.
A former staff member at three mega churches and church technology consultant, Anthony Coppedge has developed a respected reputation as a leader in technical and communications circles within the church marketplace. Reach him at anthony@anthonycoppedge.com or on Twitter.
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BEHRINGER FIREPOWER FCA610 Ships
The new BEHRINGER FIREPOWER FCA610 audio recording interface is now shipping. Integrated with a low-latency USB or FireWire interface, six-in/10-out architecture and two MIDAS-design mic preamps, the FCA610 is a tool for recording musicians who record/edit on their laptops. Powered by FireWire or the included power supply, the FCA610 supports most popular analog and digital formats including MIDI, in a half-rack form factor.
The BEHRINGER FCA610 lists for $199.99 USD and all the specs are here.
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Extron Introduces New Eight-Channel Audio Extractor for 3G-SDI
Extron’s new 3G-AE 100 is an audio extractor for 3G-SDI, HD-SDI and SDI digital video signals. It automatically detects the incoming 3G-SDI/HD-SDI/SDI data rate, de-embeds up to eight channels of digital audio and then converts it to line level, analog audio. The 3G-AE 100 features an equalized 3G-SDI/HD-SDI/SDI input and eight analog audio outputs that are switch-selectable to support audio groups 1 through 4. A buffered and reclocked 3G-SDI/HD-SDI/SDI loop-through allows two 3G-AE 100 units to be cascaded to support up to 16 channels of embedded audio.
The 3G-AE 100 de-embeds eight channels of digital audio from SDI groups 1/2 or 3/4, and outputs it as line level, analog audio on captive screw connectors. Two units can be cascaded to support applications in which 16 channels of audio are required. In addition, the 3G-AE 100 features automatic input equalization up to 500 feet (150 meters) for HD-SDI and SDI signals, and up to 400 feet (120 meters) for 3G-SDI on Extron RG6 cables. Input cable equalization reduces the need for additional signal conditioning equipment by compensating for weak source signals or signal loss from a long input cable.
A front panel data rate indicator provides visual confirmation of input data rates for quick identification of the incoming digital video signal. The 3G-AE 100 is housed in a compact 1U, quarter rack width metal enclosure.
Here are the full specs. |
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AV Industry Mourns Loss of Community CEO Timothy Dorwart
Timothy Dorwart, who was just appointed CEO of Community Professional Loudspeakers in March, has passed away after an illness, according to the company.
Dorwart had over 30 years of sales, manufacturing and management experience in the pro audio and music industries. In his CEO role, Dorwart was tasked with overseeing the company’s overall business and sales strategies, and leading Community into a new era of exceptional growth.
Dorwart’s previous roles included director and VP positions with Bose Corporation and DMX Music. Since 2007, he led the Stanton Group through a successful turnaround as their CEO. Dorwart joined Community from Gibson Guitar Corporation where he held the position of general manager, pro audio and guided the integration of Stanton Group assets to form Gibson’s new pro audio division.
A memorial service will be held on Saturday July 20 at 2 p.m. (EDT) at:
First Presbyterian Church of Catasauqua
210 Pine St
Catasauqua, PA 18032
In lieu of flowers, the company requests that those who would like to make a donation in Tim’s name consider cancer.org/donate, standup2cancer.org, nokillnetwork.org, aspca.org, foundationformusiceducation.org, or the nammfoundation.org.
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CAD Audio Ships New Wireless Mic System
CAD‘s new GXL-V and GXL-U wireless mic systems are shipping. The GXL-V is a VHF receiver that features two channels of VHF wireless in one chassis. It includes XLR and ¼” discrete outputs and XLR as a mix output of the two channels. The GXL-V receiver features RF and AF indicator lights along with volume controls.
The GXL-U is a UHF receiver that includes two channels of UHF wireless also in one chassis. It is outfitted with XLR and ¼ connectors as discrete outputs and XLR as mix output of the two channels. The receiver also includes RF and AF indicator lights and volume controls.
GXL-V VHF and GXL-U UHF wireless systems are offered with handheld or bodypack transmitters. All bodypack systems are supplied with guitar cable and condenser head-worn mic at no additional charge and list for the GXL-V VHF wireless is $139 and the GXL-U UHF wireless is $229.
Complete specs are here.
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20K-Lumen DPI Titan Projector Debuted
Digital Projection International (DPI) has expanded its flagship TITAN projector line with a series that’s specified to deliver 20,000 lumens — the TITAN Quad 2000 series. Termed the ‘Super Quad,’ the Quad 2000 platform incorporates DPI’s image warp and blend capabilities, three native resolutions, active 3D connectivity, as well as a bunch of features aimed at ProAV installs or staging applications.
The ‘Super Quad’ projectors are 3-chip DLPs that include geometric warp correction via the adjustment of an interpolated grid array of up to 16×16 nodes. Up to eight warp maps can be generated, downloaded and stored within the projector’s electronics. On board adjustments for pincushion, barrel, cornerstone, vertical and horizontal keystone, and even image rotation, are also standard in the new TITAN Quad 2000 displays.
Here are the specs.
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Optoma Introduces Four High-Brightness Projectors
At InfoComm, Optoma introduced four new high-brightness DLP projectors. The four install projectors include the 7,000-lumen, dual-lamp flagship EH7700, as well as the 6,000-lumen X605, and two 5,000-lumen models, the EH505 and W505.
Optoma’s WUXGA resolution, dual-lamp EH7700 is the company’s first 7,000-lumen model, and offers the ultimate flexibility and reliability. Both 350W P-VIP lamps can be used together for maximum brightness and to provide redundancy. Alternatively, a single lamp can be used in Relay Mode to maximize the lifespan of each individual lamp and minimize service need.
Users can choose from any of the five motorized optional lenses, and the projector provides full 360° mounting range along the vertical axis, so the projector can be mounted on the ceiling or floor. The EH7700 also supports image blending for use with multiple projectors, and supports the most commonly-used control systems, including Crestron, Extron, AMX, PJ-Link and Telnet LAN. The EH7700 is completely live-performance ready with a mechanical shutter for situations where absolute darkness is required, safety mounting points and a flying frame option. I/O connections include two HDMI (v1.3), two VGA inputs and one VGA output, RGBHV BNC, YPbPr(3RCA) component, S-video and composite. Control ports include RJ45, RS232C and a 12V trigger.
The EH7700 is scheduled to be available at the end of this month for a list price of $9,999. More information is here.
The new X605 is an XGA, 6,000-lumen projector. Specified at 10,000:1 contrast ratio, the X605 is Optoma’s brightest projector to support full 3D through its HDMI 1.4a input. It features a choice of three optional lenses, vertical and horizontal lens shift, and two 3-watt speakers. It offers HDMI, DVI, two VGA inputs and one VGA output for analog content, S-video, composite video, component video, five BNC (RGBHV/YPbPr), two stereo mini jack audio-in, two RCA stereo audio-in, audio-out and two 12-volt triggers. RS232 and RJ45 connections are available for command and control, and a USB port allows for wireless presentation capability via an optional USB dongle.
The X605 is scheduled to be available in August for $2,799. More information is here.
Finally, the new 5,000-lumen EH505 (WUXGA resolution, $3,499) and the W505 (WXGA, $2,799) offer a choice of three optional lenses, vertical and horizontal lens shift and two 3-watt speakers. Inputs and control options are the same as for the X605. Both models will be available in August. More information is here.
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Extron Ships EDID Emulator for HDMI
Nearly everyone has EDID (Extended Display Identification Data) issues when using HDMI, especially if you’re using different sources or different displays simultaneously. Extron is shipping its EDID 101H, an EDID emulator for HDMI signal sources. It features EDID Minder, an Extron technology designed to provide automatic and continuous EDID management, ensuring that the source powers up properly and reliably outputs content. The EDID 101H also features a unique HPD (Hot Plug Detect) port that provides control for remote cameras and other signal sources that require a periodic HPD trigger.
The EDID 101H joins the EDID 101 Series of EDID emulators, which includes the EDID 101D for DVI and the EDID 101V for VGA signals. The EDID 101H is housed in a compact 1″ high, quarter rack width metal enclosure for convenient, discreet installation. An energy-efficient external universal power supply is included.
Here are all the specs.
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Middle Atlantic Adds to Modular Power Raceway Line
Middle Atlantic Products is expanding its MPR Series Modular Power Raceway System to include three new options: a 30 Amp controlled raceway module and two options for Neutrik powerCON connectors. If you aren’t familiar with the MPR Series, it’s an off-the-shelf NRTL-listed plug and play solution for creating a custom power strips.
Two Neutrik powerCON modules are available to accommodate the manufacturer’s 20-amp and 30-amp connectors. The 20-amp rated receptacle module can be incorporated into the MPR system raceway via standard MPR connectivity options, while the 30-amp version is hardwired within the raceway.
The new 30-amp controlled module brings the benefits of the MPR Series’ 30-amp controlled standalone unit into the MPR raceway. This hardwired-only option incorporates a 30-amp isolated ground twist lock receptacle. It includes a local toggle switch that allows the integrator to control the outlet status (Always On, Always Off or Dry Contact Control) and features LEDs to confirm the module’s status.
All the details are here.
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Extron MGP Pro HDCP-Compliant Multi-Window Processors Now Shipping
Extron’s MGP 462 Pro and MGP 464 Pro, two multi-window processors that enable the simultaneous display of multiple images on a single screen, are now shipping. Both units are HDCP-compliant on all HDMI inputs and outputs; the MGP Pro also provides two simultaneous outputs that generate HDMI and RGBHV video.
To enhance and simplify integration of sources and displays, the MGP 462 Pro (two window version) and MGP 464 Pro (four window version) feature Key Minder, an Extron technology that authenticates and maintains continuous HDCP encryption between input and output devices to ensure quick and reliable switching. In addition, the MGP Pro includes Extron’s Graphic Still Store, a feature that enables screen captures of the current output, or images uploaded from a PC, to be stored for use as presentation background images. Live video from an HDMI source can also serve as the background to any presentation.
For large-scale applications, two or three MGP 462 Pro or MGP 464 Pro units may be cascaded to create displays with six to 12 windows. Optional HDMI and 3G-SDI/HD-SDI inputs enable easy integration of digital video sources into AV systems, and together with the HDMI output, allow the MGP 462 Pro and MGP 464 Pro to operate within an all-digital video system.
All the specs for the MGP Pro boxes are here.
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Analog Way’s LiveCore Ships
Analog Way’s new LiveCore series, which is now shipping, is available in two configurations: 8×2+1 for the NeXtage 16, and 12×4+1 for the SmartMatriX Ultra, Ascender 32 and Ascender 48. All of them feature an independent dual-link output with versatile display options including full preview and live mosaic. The LiveCore connectivity includes HDMI, DisplayPort and 3G/HD/SD-SDI inputs and each can be combined for display layouts – mixer, dual mixer, hard edge, vertical and/or horizontal soft edge.
The LiveCore systems include from 16 to 48 scalers (depending on the number of inputs) and are designed for live events. To make preparation and control of shows easier, Analog Way includes what they call WEB RCS (Web Remote Control Software) that’s basically a graphic interface consisting of 3 independent sections: Setup, Edit and Live. So, you can design, configure and completely run a show via Web RCS or from a separate controller.
Here are all the specs and different models.
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For all you REGULAR readers of rAVe HOW out there, hopefully you enjoyed another opinion-packed issue!
For those of you NEW to rAVe, you just read how we are — we are 100 percent opinionated. We not only report the news and new product stories of the ProAV industry, but we stuff the articles full of our opinions. That may include (but is not limited to) whether or not the product is even worth looking at, challenging the manufacturers on their specifications, calling a marketing-spec bluff and suggesting ways integrators market their products better. But, one thing is for sure, we are NOT a trade publication that gets paid for running editorial or product stories. Traditional trade publications get paid to run product stories — that’s why you see what you see in most of the pubs out there. We are different: we run what we want to run and NO ONE is going to pay us to write anything good (or bad).
Don’t like us, then go away — unsubscribe! Just use the link below.
To send me feedback, don’t reply to this newsletter. Instead, write directly to me at gary@ravepubs.com or for editorial ideas, Editor-in-Chief Sara Abrons at sara@ravepubs.com
A little about me: I graduated from Journalism School at the University of North Carolina at Chapel Hill (where I am adjunct faculty). I’ve been in the AV-industry since 1987 where I started with Extron and eventually moved to AMX. So, I guess I am an industry veteran (although I don’t think I am that old). I have been an opinionated columnist for a number of industry publications and in the late 1990s I started the widely read KNews eNewsletter (the first in the AV market) and also created the model for and was co-founder of AV Avenue, which is now known as InfoComm IQ. rAVe [Publications] has been around since 2003, when we launched our original newsletter, rAVe ProAV Edition.
Everything we publish is Opt-in — we spam NO ONE! rAVe ProAV Edition is our flagship ePublication with what we believe is a reach of virtually everyone in the ProAV market. rAVe HomeAV Edition, co-published with CEDIA and launched in February 2004, is, by far, the largest ePub in the HomeAV market. We added rAVe Rental [and Staging] in November 2007, rAVe ED [Education] in May 2008 and then rAVe DS [Digital Signage] in January 2009. We added rAVe GHGav [Green, Healthcare & Government AV] in August 2010 and rAVe HOW [House of Worship] in July 2012. You can subscribe to any of those publication or see ALL our archives by going to: https://www.ravepubs.com
To read more about my background, our team and what we do, go to https://www.ravepubs.com
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rAVe contains the opinions of the author only and does not necessarily reflect the opinions of other persons or companies or its sponsors.
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