ProAV: Business Agility as a Competitive Advantage

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Change isn’t new to the ProAV industry, but the rate of change may be the downfall for even the largest firms. After all, the innovations, inventions and the integration with AV over IT have made for a robust industry with $186 billion in revenue for 2018 and projections calling for $229 billion by 2023 (source: […]

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Church AV Trends: Unusual Aspect Ratio Video Walls

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As multi-site churches expand their reach with additional locations into retail areas and school buildings to accommodate a larger attendance at these remote ‘satellite’ campuses, the needs for AVL shift away from so-called ‘big box’ venues with high ceilings and ample room to venues with lower ceilings and limited sightlines. The opportunity for audiovisual (AV) […]

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AV’s Headlines Suck. Here’s How to Fix That.

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With fresh eyes on amazing new products and services presented over the last few tradeshows (InfoComm, DSE, ISE) so far this year, the rAVe Agency has seen some truly remarkable technology coming out of the audiovisual (AV) industry. But while AV technology is undoubtedly impressive, the way AV products are promoted and advertised has mostly […]

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AV Industry EOL: Planned Obsolescence (Part Two)

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See part one of Anthony’s Planned Obsolescence column here. Since planned obsolescence for pro AV gear harms sales, service contracts and product support, the future for the AV industry may be headed toward the “as a service” model borrowed from the software industry. Should there be standards for planned obsolescence? Even the IT industry, with […]

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AV Industry EOL: Planned Obsolescence (Part One)

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For all of the massive technology improvements and innovations within the AV industry, there is irony in the faster obsolescence of digital equipment compared to the analog age of AV, leaving customers vulnerable to unexpected end-of-life notifications of planned obsolescence at the discretion of the manufacturer and reducing the life-span of digital AV gear. In […]

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Converting Leads for Sales

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A start-up audiovisual systems integrator needs to take every single lead seriously because, with no backlog of client work, every new lead feels like immediate gratification as a sales lead. When this company grows and has plenty of work, do the leads become less important or is every new lead still a sales lead? The […]

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Training and Retaining Your Best AV Salespeople

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Focusing on effective sales growth can be either proactive or reactive. A proactive personal development plan (PDP) helps your salespeople self-assess their current capabilities and articulate a proposed set of growth areas for themselves. A reactive personal improvement plan (PIP), on the other hand, is not initiated by the salesperson but by their manager as […]

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The Irony of Technology Obsolescence for AV Vendors

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AV companies have instant information about their product sales right at their fingertips. However, those same AV vendors have little to no visibility into the effect of marketing on tracking the reach, engagement or conversions on those same product purchases. The result is ironic for the AV industry: marketing technology obsolescence due to artificial intelligence […]

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The Real Metrics for AV Social Media Success

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There’s no doubt that social media is a part of your marketing strategy, but are you measuring more than the so-called ‘vanity metrics’ of likes and impressions? To make your brand’s social media truly successful, your brand’s social accounts must have some personality and they must ‘listen’ even more than they ‘talk.’ When your brand […]

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The AV Industry and the Power of Social Media

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Customer acquisition is time-consuming and expensive, so it makes sense to treat prospects and customers as valued people when they’re looking for your brand on social media. As a person who has a great deal of understanding about the time, effort, and costs of new prospects earned through marketing, I am acutely aware of the […]

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How Much Marketing Budget for AV Firms

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How much budget should AV industry companies allocate towards marketing to the house of worship vertical? The answer is likely a surprise for any company that’s not spending on this >$1B annual spend segment of the overall AV industry. In 2018, the American Marketing Association, in partnership with Deloitte and Duke University, published the bi-annual […]

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The Three Essential Soft Skills for Selling AV to Churches

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Pastors don’t need high-pressure sales, slick marketing or churchy language. In fact, these three are red flag warnings to a vertical market used to being sold what they do not need. Instead, the three essential soft skills for selling AV to churches are a helpful challenger, intentional communication and value-as-a-service. All three of these lean […]

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Reverse-Engineering the Customer’s Journey

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Question: How do you lead prospects from unique markets and industries down a buyer’s path to a purchase? Answer: You reverse-engineer the customer’s journey. It’s actually a straightforward process of delivering value along the customer’s path when you position your brand, products and services according to their vertical market. In a previous article, I shared […]

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The Future of Automation for the AV Industry

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Automation isn’t new to the audiovisual industry, but a new kind of automation for this technology-focused trade will be centered around automating the customer’s buying journey. As innovation has led the consumer markets to automate the discovery process for buyers, so too has the time come for the long-established AV industry to adapt and embrace […]

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The Vertical Market Customer Buying Journey

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Helping prospects and clients inform themselves during their customer buying journey is not a one-size-fits-most process due to the exponential growth of online search. Instead of manufacturers and systems integrators publishing generic product features, benefits and specifications, today’s influencers and decision-makers are searching for how products work in their unique vertical markets and applications. To […]

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The Wholesale Replacement of Projectors in Churches

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LED video technology will begin to surpass projection technology, spurring a wholesale replacement of projectors in the house of worship market when audiovisual (AV) manufacturers and integration firms realize the path of least resistance for churches is in modularity. The end of video projection for large venue churches is now in sight. Indeed, the wholesale […]

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The Future of AV: Educate. Engage. Encourage.

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When does selling audiovisual technology shift away from the outdated features and benefits sales model and transform into something entirely different? Something so radically divergent that it actually makes sense to an AV industry in transition? 2018’s technology stack is here with the answer: when vendors leverage the social, marketing and sales technologies to go […]

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Ask Powerful Questions to Increase Sales to Churches

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Audiovisual (AV) vendors often see themselves as the expert and church buyers as wanting their expertise. This leads to the slippery slope of blurred differentiators, which reduces the vendor’s position as a solution provider down to a commodity sales provider amidst the mass of competing vendors. Instead, AV vendors who will be most successful in […]

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