In my post, Stand Out, I stated that hosting consumer and industry partner events was one of the ways to differentiate your business from your competitors by adding value as a resource. In this post, I want to focus on targeting industry partners (architects, interior designers, builders and remodelers) through outreach events. You want to make sure you have a good relationship with these groups because your clients typically talk to one of these professionals long before they talk to you when they’re starting a project. If you’ve done your due diligence, industry partners will be better prepared to speak to these clients about electronic systems in the home, will know the importance of planning and will ultimately refer clients to you for design and installation services.

You want that referral business.
How do you get it? Well, first you have to get in front of these groups. Luckily a lot of great minds have already figured out ways to do this, and one proven method is as an education provider. Did you know design and build professionals all have continuing education requirements to maintain their certifications? In fact, in June the American Society of Interior Designer’s board voted to actually increase the CEU requirement for their members. They need continuing education and you should be the one to provide it.

A couple of years ago, our industry trade association, the Custom Electronic Design and Installation Association (CEDIA), had the foresight to create the Registered Outreach Instructor (ROI) program for its members.  Under this program, courses were created byCEDIA and then approved by associations like AIA, IDCEC-governed interior design associations, NARI and NAHB, which meant that course participants would receive continuing education credits for attending, helping them to meet their CEU certification requirements. The program is intended to be taught by you, the dealer, but before you can be an instructor, CEDIA members must attend an ROI “Train the Trainer (TTT)” class and pass a peer-evaluated presentation.  Certified instructors are given full access to all the courseware, materials and marketing support needed to be successful.

Once you’re able to provide education, it will be time to start planning outreach events!  What you’ll want to consider:

-Who will you call?

• This could be a list of movers and shakers in your town
• Or this could be the local AIA, ASID, NARI and NAHB chapters
• Or both!

-What kind of event will it be?

• “Lunch & Learns” are a great idea because these groups are used to working lunches. These can be held at their office or in your showroom, but obviously you provide a free lunch along with the free course.
• Other ideas include doing the course over breakfast or an evening mixer.
• Just make sure it’s convenient for your audience (free food, short travel time and does not impact their work day).

-How will you promote it?

• If you’re cold calling, prepare your pitch.
• If you’re going through your local chapter, they will most likely send out email blasts to their members on your behalf, so just provide an image, subject line, the copy and they will do the rest.

-Follow up plan?

You’ll have to touch these people multiple times to be successful.

• Capture their contact info when they arrive
• Send a thank you note along with their certificate
• Schedule a follow up “lunch and learn” 90 days out

Ready to do some outreach?

Start by signing up for the CEDIA ROI “Train the Trainer (TTT)” class. The classes cost $399 per person and are held periodically throughout the year in different locations – this class is always offered in conjunction with CEDIA EXPO and usually two to three other times alternating between the East and West Coast. For more information, contact Peggy Ward, Industry Relations Manager atpward@cedia.org or (317)328-4336 ext. 164