The house of worship (HoW) market has a unique consistency: Sunday comes every seven days for church services. This regularity is both a boon and a challenge for the women and men providing ProAV production to congregants conditioned to the high production values of stage and screen outside of their churches. It is because of […]
For some time now, I have meant to do an article about sales and marketing for rental and staging, how they are different from the rest of our industry, how they are the same and how they are changing. I was not sure when I would put this on my schedule, but this week I […]
Last month, I spent some time in this column standing on one of my traditional soapboxes, namely that the AV rental and staging company has come to a point in the history of our industry where it becomes necessary to do some reinvention of our products and services. In my usual roundabout way, I came […]
Whether you’re working on improving yourself personally or professionally, it’s essential to have the ability to be introspective and analytical, in order to identify what you need to work on. That’s also true when you’re coaching others. In that, self-improvement has a lot in common with troubleshooting systems and equipment at work: diagnose, analyze, repair, […]
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 […]
In a previous column, “Signal to Noise,” I discussed the ever-increasing amount of marketing communications besieging our end-users/customers. And while that trend in and of itself has a multifaceted impact on the industry, there is an underlying issue that has a much, much, much larger potential impact and is truly the dark side of the […]
Spend any amount of time coaching salespeople and you’ll quickly see commonalities amongst them. These include not only their strengths, but also, and maybe especially, their weaknesses. The most common trait salespeople share is fear of rejection. That’s not unusual. Everybody likes being accepted, few people seek rejection. And it’s a common, easy mistake to […]
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 […]
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 […]
Your business may have the coolest AVL product or service on the market, but amassing more emails in your prospect’s Inbox isn’t helping you sell even one of those great new products. Why? As decision-makers and consumers, we’re inundated and overloaded with information and emails. We’re deluged by data. What we don’t need to know is […]
In his annual year end post this past December, my rAVe HOW colleague Anthony Coppedge presented his analysis of the advertising to the HOW market he though represented the best and worst of the numerous marketing messages he reviewed. His column is well worth your time whether you’re a buyer, seller or just curious. The […]
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 […]
If you’ve been in sales for a long time, you’ll have read a lot of books and articles on selling. And if you keep track of such things, you’ll notice that the majority of the time, the content focuses on cold calling: How to do it, and how to make it work. Conversely, there’s less […]
One of the most crucial pieces of advice I’ve ever received was, “Don’t decide for the client how much is too much. It’s not your job to say ‘no’ on their behalf.” Put another way, don’t be afraid of overselling the job; be afraid of underselling the job. This is a separate issue entirely from […]
For 2019 I thought I’d flip the script on my Selling AV podcast by introducing a new format. In 2019, I’ll be crowdsourcing your AV sales questions and asking what your biggest challenges are. Then I’ll take those questions and answer them Selling AV style via audio in under five minutes. Once the podcast is […]
One buzzword/acronym that gets thrown around a lot is CRM, short for customer relationship management. It can be a large, unwieldy concept and what CRM looks like for a business can be a lot like the parable of the five blind people, each trying to describe an elephant, by only touching one part of it. […]
As I write this, Black Friday week has come and gone. The balloon has gone up, so to speak, on the holiday selling season. Regardless of which channel you work in and which side of the business you’re on, this time of year impacts you and you need to prepare accordingly. These days, working on […]
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 […]
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 […]
That great sage and commentator on the human condition Yogi Berra is credited with creating this commandment-like law of technology: In theory, there’s no difference between theory and practice, but in practice, there is. Now, of course, Yogi didn’t realize or intend his statement to become one of the unwritten laws of the AV/IT universe […]
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 […]
As a part of keeping up with global business trends and events, I subscribe to several on-line feeds from industry and economic publications. These feeds including the Financial Times, Bloomberg and so forth are a great way to get the highlights of activities around the world that may be impacting our little corner of the […]
Unless you’ve been in a hole the last few years, you most likely have noticed the increasing conversation in AV about software, managed services, and IP based signal distribution. Given all of the buzz and apparent end-user demand for all of the above, surprisingly, only a select few AV companies have turned the corner on […]
I’m an extrovert. Most people assume this means I love to talk all the time, I’m energized by social situations, I like to solve problems by discussing them, I’m extremely friendly and imminently approachable and I am easy to get to know. Those are all generally true, but being married to an introvert has enlightened […]
This can be a sensitive subject to both suppliers and resellers, so I will endeavor to tread lightly. In CE retail, co-op promotional costs are largely the norm. That’s where the supplier supports their dealers’ sales efforts with measures that can range from subsidizing advertising costs, to sell-through credits, to paying for product placement in-store. […]
Just in case you were hiding under a rock this month, the big news in the business world was that Toys “R” Us will close or sell all of its 735 stores in the U.S., ending a 70 year legacy for the retailer and also putting 31,000 workers back in the market for a job. […]
Since the introduction of the plethora of collaboration boards launched February at ISE, I’ve noticed a troubling and concerning trend: In some segments of AV, the non-AV’ers are doing more AV than the AV’ers are doing. What the heck do I mean? Well, let’s take the huddle space as an example. At first, the AV […]
What Does No Really Mean? I don’t know which specific issues you encounter when dealing with a client who knows only one answer to every suggestion or idea you present — NO — but I do know we all have them. There are so many reasons and possible scenarios that can and will generate a […]
In the first installment, I flew over what sunk costs are and how they differ from the other kinds of costs you face in your business. To recap briefly, economists and business courses make the point that sunk costs should not be taken into account when making decisions about new expenditures. The money is spent, […]
Presumably you’ve had some quiet time over the holidays to reflect on the past year, and to look forward to the next. Since traditionally now is the time to think about resolutions for the coming year, perhaps you’re thinking about what you can do differently at work, whether it’s how to streamline processes to be […]
I just spent a week road tripping in the wilds of northern Alberta. That, in itself, is not unusual for me. I do it all the time. What made it different this time was that I had cajoled the Canadian sales manager for the biggest brand we distribute to ride with me. My main objective […]
Money. Price. Budget. These nouns tend to put the emphasis on the bottom line instead of where the emphasis has the most effect: the desired outcome. A dollar amount will always be a sum of the outcomes and needs of a church, so why do salespeople in the House of Worship vertical tend towards the […]
