Volume 22, Issue 6 — February 13, 2024

rAVe ProAV Edition — Volume 22, Issue 6

February 13, 2024 | Volume: 22 | Issue: 6

Alan C. Brawn’s article taught me something significant: AV sales is not what it used to be. Trust in his recent research, there is a lot that has changed. So, should a sales approach change with it? Also, since so many buyers these days focus on self-service digital commerce, what are the drawbacks of that? Brawn takes us through the lessons to learn here from multiple studies and interviews done with salespeople in the AV industry. Read his full column here.

Also, Gary Kayye references a Jabra study in his latest piece that says “Gen Z is unhappy at work.” Read more about this research and why some of it was surprising and some of it … wasn’t.

Finally, we know you’ve all been checking out our ISE 2024 coverage, but have you registered for rePLAY ISE 2024? Gary Kayye and I are busy planning this event so we can take you through all the important things to note from ISE 2024. Check it out at either 2 p.m. CET or 2 p.m. EST.

— Steph Beckett

COLUMNS

+ AV Sales Approach and the Need to Change [Alan C. Brawn]

In commerce (and in life) we live in a digital world of internet searches, keyboard clicks and the appearance of instant gratification. The appearance of gratification can be misleading. Research data shows that self-serve digital commerce alone can easily lead to “purchase regret.” By including a salesperson’s assistance in digital commerce, the regret is mitigated. Our task is to make our prospects aware of that. We need to add value in their eyes. We need to be thought of as specialists in our field and once engaged we need to be consultants and become a business fit beyond the products and services we sell.

+ Jabra Research Shows That Gen Z (26-and-Unders) Are Unhappy at Work [Gary Kayye]

New research from Jabra found that the return to office continues to impact working preferences — especially among Generation Z (those age 26 and under). The research was quite surprising in some cases but also predictable in others.