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The AV MBA | You Can’t Always Get What You Want

by | Nov 5, 2024 | Business Development, Professional Development, Uncategorized

options to considerAs I write this article, my truck is in the shop having new tires put on. Buying tires is one of my least favorite purchases of all time!!! Yet every few years I go through the same process. Gather my tire size information, check some tire websites, identify my needs in terms of performance (I live in Buffalo, NY, so a tire that performs well in the snow is a must!!!), establish my budget, read some reviews, select my top picks, shop prices, book the appointment.

This time around, I’m coming off a set of tires that performed very poorly in terms of mileage. They only lasted 24,000 miles and I rotated them every 5,000 miles. That is TERRIBLE!!! Additionally, they had a highway tread, which was good for gas mileage, but didn’t give me the traction I needed in the deep Buffalo snow. Finally, my service to this point has been done at the dealer. However, my free service package has timed out, and the dealer is farther away and more expensive than most of my local shops, so I am no longer motivated to use them.

Based on those factors, I shopped around for an All-Terrain tire at a discounted price from what my dealership was offering that got great reviews and picked the lowest priced local auto shop. While the tire I chose is more expensive than my original set, I will get better on-road performance and a longer tread life. This brings my total cost of ownership below the level of my current set of tires. I can live with that.assess the tradeoffs

Weighing the Options for Your Next AV Project

When working on audio-video (AV) projects, there are several tradeoffs to consider ensuring the project meets its objectives while staying within budget and time constraints. Here are some key tradeoffs:

Cost vs. Quality

    • High-Quality Equipment: Investing in top-tier equipment can provide superior audio and video quality, but it comes at a higher cost.
    • Budget-Friendly Options: Opting for more affordable equipment can save money but might compromise on performance and longevity.

Complexity vs. Usability

    • Advanced Features: Incorporating advanced features and automation can enhance functionality but may require more complex setup and user training.
    • Simplicity: A simpler system is easier to use and maintain but might lack some advanced capabilities.

Flexibility vs. Specificity

    • Flexible Systems: Designing a system that can adapt to various uses and future upgrades can be beneficial but might be more expensive and complex.
    • Specific Systems: Tailoring the system to specific needs can be more cost-effective and straightforward but may limit future adaptability.

Aesthetics vs. Functionality

    • Aesthetic Design: Prioritizing the visual appeal of the setup can enhance the user experience but might limit equipment choices and placement.
    • Functional Design: Focusing on functionality ensures optimal performance but might result in a less visually appealing setup.

Scalability vs. Initial Investment

    • Scalable Solutions: Investing in scalable solutions allows for future expansion but requires a higher initial investment.
    • Fixed Solutions: Implementing a fixed solution can be more affordable initially but may not accommodate future growth.

Integration vs. Independence

    • Integrated Systems: Integrating AV systems with other building systems (like lighting and HVAC) can provide seamless control but increases complexity and cost.
    • Independent Systems: Keeping systems independent simplifies installation and maintenance but might reduce overall efficiency and user experience.

Maintenance vs. Initial Cost

    • High-Quality, Low-Maintenance Equipment: Investing in high-quality equipment can reduce long-term maintenance costs but requires a higher initial investment.
    • Lower-Cost, Higher-Maintenance Equipment: Choosing cheaper equipment can save on initial costs but may lead to higher maintenance expenses over time.

balancing tradeoffsBalancing these tradeoffs requires careful planning and consideration of the project’s specific needs and constraints. Conducting a feasibility study and involving all stakeholders in the planning process can help identify the best approach 1 2. This way, you will be on the road to success and avoid getting stuck in the mud!!!

Is there a specific aspect of AV projects you’re focusing on or a particular challenge you’re facing? Get in touch to discuss.

Want more business development advice? Check out Tom’s earlier blog, “The AV MBA: Put Your Keys on the Dash!“.
Tom Keefe BDM

About the Author

Tom Keefe | CTS, DMC-D-4K, DSCE

Category Manager – dvLED

Supported Category: Direct View LED

AV Design Engineering vs. Project Engineering

by | Oct 31, 2024 | Business Development, Drafting & Engineering, Professional Development, Uncategorized

Project vs. Design Engineering

When I first joined the AV industry almost 20 years ago, I worked as a project manager for a small integrator in Baltimore. My understanding of AV engineering at that time could be summarized as “there are real engineers (those that worked for my company) and then there are consultants and designers”. The rationale for this skewed perspective was simple: consultants and designers handed us (the integrator) a design full of holes and assumptions, and it was our job to fix those “mistakes” and turn the project into a real-life system that a real-life person could use and benefit from.

av integratorOf course, this naïve and incorrect view was the result of being on only one side of the fence. In the following years, I have been lucky enough to serve in several different roles throughout the industry, from design engineer at a major university, to project engineer, to consultant. Each of these roles has presented different sets of challenges, but more importantly, they have allowed me to see the industry from both sides of the fence, and how each of these roles complement each other to produce satisfactory results for clients and end users.

So what are the actual differences between the “project” engineering and “design” engineering roles? From a distance, these can appear to be two descriptions of the same task, but as we’ll see the differences are significant, beneficial, and necessary for the success of larger-scale projects.

Definitions

For the purposes of this post, we’ll divide the engineering roles into two categories: Project Engineering and Design Engineering. Project Engineering is typically undertaken by one or multiple engineers working for or on behalf of an AV Integrator to produce construction drawings to be used by installers working for that integrator. Design Engineering, on the other hand, is typically undertaken by an independent consultant or pre-sales engineer, creating conceptual drawings which will typically be used by an integrator to create construction drawings.

Goals

As previously stated, an AV Project Engineer is producing construction-level drawings which will actually be used by technicians to install a system. This entails a much higher level of detail and specificity than expected in design-level drawings. As products are being purchased and labor hours are being spent based on the information contained in the drawing package, money is on the line. Every connector, cable, adaptor, and piece of mounting hardware must be accounted for and documented. Cable pull sheets can be generated from these drawings, so cables must be identified and labeled in an understandable scheme. The financial (and technical) success of the installation and project are often reliant upon the accuracy of these drawings. For example, if a Project Engineer overlooks the need for HDMI extension for a long cable run, an extender set may need to be ordered from the field, which can lead to project delays and significant cost impacts.

By contrast, the AV Design Engineer is responsible for creating a design set of conceptual drawings which reflect the project goals set forth by the end user. These conceptual drawings will then be interpreted by the Project Engineer to create the construction drawings. The Design Engineer is expected to have a much closer relationship with the end user, to ensure that the project goals are met, while considering any constraints (budget, timeline, aesthetics) identified by the end user.

Time and Money

Why then do we need to have design drawings at all? Why can’t the Project Engineer simply take the end user’s goals and design the system to construction level all by themselves without the need for a Design Engineer?

As with many things in business and life, the answer comes down to time and money. A Design Engineer is typically contracted directly to the end user or architect via a design contract. This happens very early in the development process, before contractors have been hired. The design team then has the time to meet with the client and stakeholders well before “boots are on the ground”. Budgets can be established, designs can be iterated and reiterated (and re-reiterated) with minimal impact on the overall project budget. Put simply, it is easy and relatively cost-free to make design changes on paper. Changes on-site are a different matter altogether.

Once construction contracts have been issued, boots are on the ground, and drywall is being hung, changes to the design of a system can have massive cost implications. Most integrators do not have engineers on staff that they can commit to being part of a multi-month or multi-year design process. Once they have been hired, they are on the clock to finish the project with (hopefully) a bit of profit in their pockets.

Relationships

An often-overlooked aspect of the importance of the division of the design and project engineering roles is that of impartiality and bias in relationships. While it can be expected that, as professionals, both Project and Design Engineers should value the relationship with the client equally highly as their bottom line, the same expectation might not always be true when it comes to product selection.

business relationshipsAV integrators, by their nature, must have relationships with the manufacturers of products that they sell and install. To ensure competitive pricing, on-time delivery, and pre- and post-sale support, integrators must cultivate and maintain these manufacturer relationships. Through no fault of their own, this means that integrators will tend to want to sell products provided by manufacturers with which they have good relationships.

While this is all well and good for the integrator, the needs of the project and end user may dictate equipment made by other manufacturers. This is where the value of independent Design Engineers and Consultants is made known. Rather than relying on the product offerings of a few select manufacturers, the independent Design Engineer can select the proper product for the application, regardless of the manufacturer.

Conclusion

While I wish I could go back and tell my younger self these important distinctions, the truth is that it took living and working in both the design and project engineering roles to truly appreciate the differences, as well as the necessity of both roles in the industry. Successful deployments of large-scale AV projects require both the design and project engineer specializations, and we should all be thankful for that!

Interested in more design or engineering related content? Check out “Revisiting ADA Mounting Requirements“.

John Rossman - headshot-frame

About the Author

John Rossman | CTS

BDM II – Technical Specialist

Supported Manufacturers: Harman Professional – AKG, AMX, BSS, Crown, DBX, JBL, Lexicon, Martin, & Soundcraft

The AV MBA | Put Your Keys on the Dash!!!

by | Jul 18, 2024 | Business Development, Professional Development, Uncategorized

Data Analytics

I seriously considered pursuing culinary as a profession in my early twenties. Instead, I ended up going to school for business and working in AV. You see the connection, right? Anyways, one of the terms that you’ll hear used with frequency in a professional kitchen is “mise en place.” This is roughly translated to, “everything in place.” In practice, it means that all the ingredients and tools needed for that day’s service are prepared and organized in advance. The last thing the cooks need to be doing in the middle of firing orders is running around looking for ingredients and prepping them.

I’m an avid user of a certain fitness app that tracks my daily steps, exercise, meals, calories, weight, etc. It allows me to set goals, track my progress and evaluate my results. Even more, it uses my data to adjust my targets to optimize my health and fitness. It’s intelligent!!! This is all done through my phone on an app and I can access it anywhere, anytime, in an easily digestible format. It has helped me immensely in improving my fitness level and it keeps me motivated and focused on my goals because using it has become a habit.

analytics dashboards

Data Dashboards

Business Intelligence (BI) tools are like the Swiss Army knives of the data world; they come with all sorts of gadgets and gizmos to slice, dice, and serve up data in digestible chunks. Imagine you’re a chef, but instead of a kitchen, you have a dashboard full of KPIs (Key Performance Indicators). These tools are your sous-chefs, helping you keep an eye on the business roast, making sure it’s cooking at the right temperature, and not burning to a crisp.

Now, tracking KPIs is like having a fitness tracker for your business. It tells you how many ‘steps’ your company has taken, how ‘fit’ your sales team is, and whether your marketing ‘diet’ is working. And just like a fitness tracker, you want a BI tool that doesn’t quit on you mid-jog. That’s where the top contenders come in, flexing their features like bodybuilders at a data gym.
There are many options to consider, like Datapad, Geckoboard, Grow and—of course—Salesforce. Each has their own particular area of focus and strength. Some are more visual, while others are more focused on raw data analysis. It all depends on your unique needs.

I personally use Microsoft Power BI to track most of my KPI’s. As a category manager for DVLED, I can see things like sales or volume by customer, product, vendor or date range, and mix and match any or all of them to get real-time feedback on how the business is doing across the category. It is constantly running in the background, and I can access it in a matter of seconds at any time for quick, actionable insights. Ten years ago, I would’ve had to run multiple reports and import them into a spreadsheet to access this type of business data. It was time consuming and extremely limited in scope and function. Today, I have all this information easily viewable on a super-cool looking dashboard interface. It has been a complete game changer and time saver.

So, whether you’re a data analyst or a business owner who still thinks Excel is cutting-edge, there’s a BI tool out there that can help you track your KPIs and benchmark your progress. It’s like having a crystal ball, but instead of vague predictions, you get clear, actionable insights. And who knows, with the right BI tool, you might just find the secret ingredient to your business success recipe. Bon Appétit, data chefs!

Want more business development advice? Check out Tom’s earlier blog, “The AV MBA: S.W.O.T. It Out“.

Tom Keefe BDM
About the Author

Tom Keefe | CTS, DMC-D-4K, DSCE

Category Manager – dvLED

Supported Manufacturers: Direct View LED

Behind the Panel: Effective Communication is the Key

by | Jun 20, 2024 | Business Development, Professional Development, Uncategorized

In the dynamic world of Professional Audio-Visual (Pro AV), where technology meets creativity, one fundamental aspect reigns supreme: communication. Whether you are a newcomer or a seasoned player, understanding the pivotal role of communication and honing your communication skills can elevate your success in this industry to new heights. At its core, effective communication serves as the cornerstone of collaboration. In a world where cross-functional teams, diverse stakeholders, and global partnerships are the norm, the ability to convey ideas, share information, and align objectives is paramount.

Let’s delve into why effective communication is so important in the Pro AV landscape.

building business relationshipsBuilding Strong Relationships

At the heart of any successful business lie robust relationships. Effective communication forms the bedrock upon which these relationships are built. Whether it is with customers, team members, or vendors, clear and open communication fosters trust and mutual understanding. I once had a boss who used to tell me I was communicating in the wrong fashion, because I would email my vendors, as opposed to picking up the phone and having a conversation. In my mind, I was communicating, but he had a point, because often with email or text, you can lose or gain meaning as people reading can take inflection where there was none, and it is a little less personal. Now, I was still able to get my message across, but to his point, when you have an actual conversation, it is easier to really get your message across. If you are truly trying to establish a relationship and rapport with someone, then you need to have a conversation. Pro tip: Everything starts with a conversation!

Example: Imagine you are working on a large-scale installation project. Clear communication channels between your team and the client ensure that expectations are aligned, potential issues have been addressed proactively, and the project progresses smoothly. Regular updates and transparent discussions build a rapport of reliability and professionalism, laying the groundwork for future collaborations. On the flipside, what happens when there is a break in communication, and someone is left in the dark? You get people that feel they are not taken care of, not paid attention to, and that can damage your relationship beyond repair. Even if you don’t have the full answer, just reaching out to let someone know you are working on a solution can go extremely far. Try and put yourself in their situation and empathize, you would want to know someone is addressing your concern.

Improving Workflow

In the fast-paced world of Pro AV, seamless workflow is paramount. Effective communication streamlines processes, minimizes errors, and maximizes efficiency.

Example: In a bustling warehouse, effective communication between inventory managers and procurement teams ensures that stock levels are monitored effectively. Timely updates on inventory status, equipment availability, and delivery schedules facilitate smooth operations, preventing delays and optimizing resource utilization. This is why it is so vital for all your forms of communication to be working in the world of distribution. Real-time information is constantly needed, so if there is “a break in the chain,” there are alternative routes for the information to flow.

proactive customer serviceEnhancing Customer Service

No matter what industry you are in, exceptional customer service is non-negotiable. Clear and empathetic communication can turn a standard transaction into a memorable experience, fostering loyalty and repeat business.

Example: Picture a scenario where a customer encounters technical difficulties with their order. Prompt and courteous communication from your support team not only resolves the issue swiftly, but also leaves the customer feeling valued and supported. Their positive experience becomes a testament to your commitment to customer satisfaction, enhancing your brand reputation and driving future referrals. If you keep this in mind, you will have earned a customer for life. It is not easy to do, and like any other skill, communication needs to be practiced every day. Fast response time is everything to customers, vendors, coworkers, the list goes on. Somebody once suggested that in the business world, treat everyone like they are your customer, be responsive, attentive, and respectful, and this can alleviate many ill feelings that could arise from the dreaded “Lack of Communication.”

Delivering Bad News

Sometimes, even if you have done everything right, problems will occur in the real world, but it is how effectively you communicate that can turn a negative into a positive. We live in a world now that has component shortages, rising freight costs, and turbulent political times. On top of that, with so many people involved in the sales process along the way, human error can also rear its ugly head.  Pro tip: Taking ownership is the key.

Example: A customer with a tight deadline has product(s) that is missing from their order. It turns out that when their order was entered into the system, the quantities were incorrect. You do not have a lot of choices here, but there are some that would do two things that will really never work: Blame and avoid. Blaming someone who may have made the error benefits you in the short term, as the customer is not angry with you, but it is a bad look for your company. Pro Tip: Be honest, take ownership of the situation and stay involved until a resolution is reached. You may end up losing a sale, but most people will have to respect that you communicated with them through the process and kept them as informed as possible.

Tips for Effective Communication in Pro AV

  1. Active Listening: Take the time to listen attentively to your customers’ needs and concerns. Understanding their requirements lays the foundation for tailored solutions and lasting relationships.
  2. Clarity and Simplicity: Avoid technical jargon when communicating with non-technical stakeholders. Clear, concise language ensures that everyone is on the same page and minimizes misunderstandings.
  3. Flexibility: Adapt your communication style to suit the preferences of your audience. Whether it is face-to-face meetings, emails, or phone calls, choose the mode of communication that resonates best with the recipient.
  4. Empathy: Put yourself in your customers’ shoes and approach every interaction with empathy and understanding. Acknowledge their challenges and demonstrate your commitment to finding solutions that meet their needs.
  5. Feedback Loops: Encourage open feedback channels within your team and with your customers. Constructive feedback fosters continuous improvement and strengthens relationships.

Conclusion

In the fast-paced and ever-evolving landscape of technology, effective communication is not just a desirable trait – it is a strategic imperative. By prioritizing clear, empathetic communication with customers, team members, and vendors, you can build strong relationships, optimize workflow, and deliver unparalleled customer service. So, embrace the power of communication and watch as it propels you toward success in this exciting world of Pro AV. Don’t forget – everything starts with a conversation.

If you enjoyed this blog, you should check out my CTS story: “Behind the Panel: Teaching an Old Dog New Tricks, or How I Learned to Study Again!“
Patrick Booth, BDM

About the Author

Patrick Booth | CTS, DSCE

Business Development Manager

Supported Manufacturers: Legrand AV – Chief, C2G, Da-Lite, Luxul, Middle Atlantic, Vaddio, Wiremold

Coach’s Corner | Ep 3, The Art of Mentorship

by | Mar 21, 2024 | Professional Development, Uncategorized

As a self-described Office fanatic, I can always find moments from the show that seem all too real in our careers.  Surely, we have all met a “Dwight” or even worked for a “Michael” and it’s those similarities that keep bringing new fans to the show even though it ended over a decade ago.  While I would love to write an entire blog on my love of the Office, that is not the crux of why we are here.  As I began putting thoughts down for the 3rd installment of “Coach’s Corner,” I had The Office playing in the background and this particular episode gave me the idea to begin writing.  It was Season 6, episode 3, I believe, in which “co-managers” Michael and Jim are tasked with how to choose who to give out raises to when there is not enough to go around to everyone.  As the episode unfolds and Jim’s “reasonable” decisions backfire one after the next, you see Michael and Jim hiding in the office and Michael smiles and says, “I used to have to do these things alone”.  They then share a drink to calm down.  If you really dissect the moment, you might find a hint of respect from Jim to Michael as well as a tad of teamwork from Michael to Jim as they navigate the situation.  To me, that screams MENTORSHIP!  Whether Jim realized it in the moment, he was under the tutelage of Michael and while they didn’t directly acknowledge it in that episode, I think they finally got to that point later on when Michael left the show and Jim admitted he was the best boss ever.
The Office promotion scene
I believe that Mentors can come in many backgrounds and forms,
but they all have 4 Striking Similarities:

  • Relatability
  • Experience/Knowledge
  • Understanding
  • Compassion

As I approach the age of 43, I have several who I consider Mentors.  Brian Rhatigan, who hired a pro AV “unknown” and who not only gave me my initial training but also the reassurance that I was on the right path.  Rob Ziv, who I once complimented as “Audio’s Babe Ruth” and who could’ve easily run in the other direction but instead continued to push me towards bigger things.  Tom Kehr, who will talk my ear off about terminology that is foreign to me, but never shies away from the “teachable moment” and has always said he’s got my back.  Last but not least, John Fuqua.  In the midst of a merger between Exertis and Almo, I gained a teammate that I didn’t know I needed.  I remember immediately looking at John’s Linkedin profile and realizing he had more years of experience than there are days in the month and instantly I knew I was about to learn a thing or two.  In the 2 years since the merger, John, Tom, and myself have teamed up on multiple audio projects, shared opinions, stories, and thoughts as well as a few comical moments along the way.  Whether it be sharing a meal during one of our E4 Experiences or the occasional Zoom message about a project one was working on, I always found myself thinking, “I used to have to do these things alone”.

As we head into the next 25% of 2024, one of my goals is to simply pay it forward.  As I continue to learn from the “Brian”s and “Rob”s and “Tom”s and “John”s of the industry it becomes essential to continue the evolution and pass those learnings off to others even if it’s a quick note about “what not to do” so others don’t follow my same mistakes! Just as important as the mentorship is, there needs to be a willing “mentee”.  Someone who doesn’t hide from those teachable moments I referenced and who shares the same eagerness for self-improvement.  Much like how we might’ve asked inquisitive questions as children, I’m sure I asked John and Tom my fair share of “Why’s?” along the way.  It was their Understanding and Compassion that made it easy.

It is a bittersweet moment as I write this because John Fuqua will soon be retiring at the end of March.  I gave some thought to what an appropriate gift would be, then would get sidetracked by ideas of gag gifts – just to get a laugh out of him.  In 2-year’s time, I’ve learned about DSP’s, Dante, speaker placement, amp selection, room acoustics, mixer control, and so much more simply from being a willing student and John being the Relatable yet Experienced Mentor.  It was quite fitting that at his final E4 Experience in DC, he made sure I was comfortable with the audio setup for the event but made sure to tell me “Facetime me at the next show if needed”.

One of the biggest reasons why I think mentorship is so important is that I feel it’s a logical step in the self-improvement process, not to mention the road to growth and advancement, regardless of which is most important to the mentee.  While I noted the 4 Similarities that a Mentor has, I think there are 3 Traits that every Mentee should possess:

    mentor retirement

  • Willingness
  • Humility
  • Passion

At the very beginning of my pro AV career (and even to this day), I am humbled both by what I know as well as what I don’t know.  Gone are the days when I would be too embarrassed to ask questions, and part of that is due to my mentors being so willing to support my education.  If a mentee has a passion/desire for improvement and growth, then the willingness to learn should follow easily.  However, admitting you could improve is always a good stepping stone!

All of this brings me to the future. John, I promise I will not bother you while you are building hot-rods, milking cattle, or living life on a beach somewhere with your loving family. You were the teammate I needed in the moment and your teachings always were appreciated, even when you would sit back and watch my stubborn self figure something out on my own!  I wish you all the best in the next chapter and will forever be indebted to the discussions you took the time for.

“The delicate balance of mentoring someone is not creating them in your own image but giving them the opportunity to create themselves” – Steven Spielberg 

Enjoy this blog?
Let Rob know over on LinkedIn …and/or connect with #ExertisAlmo on our LinkedIn company page.

Robert Voorhees

About the Author

Rob Voorhees | CTS, CTP, DSCE, CTNS, Dante

BDM II – Technical Specialist

Supported Manufacturers: Business Communications Services, and Harman: AKG, AMX, BSS, Crown, DBX, JBL, Soundcraft, Martin Lighting

Coach’s Corner | Ep 2, Using Polite Aggression to Close Sales

by | Jan 18, 2024 | Professional Development, Uncategorized

What is the first thing that comes to mind when you hear the word “aggression”?  Perhaps you envision someone angrily pushing you or maybe even a football player fighting for the endzone?  Another answer that could come up is a pushy salesperson and something we all probably hate.  In this edition of Coach’s Corner, I set out to explain how there is such a thing as “polite aggression” and how we can use this skill to help us in our roles rather than further the negative thoughts I highlighted above.

Having worked in different sales-related roles in my career, I have experienced enough interactions with customers to know whether they will buy or not.  While “reading people” can be an art, there is nothing more definitive than hearing a customer tell you “YES” or “NO” in the end.  It might surprise you to find out that I do not mind hearing the occasional “NO” from a customer.  Everyone needs to make a decision that is right for them, me included, so if a customer tells me “NO”, for whatever reason, I will accept that and move forward.  The main obstacle that we might face is how to get to that definitive yes or no without pestering the customer.  The answer is to practice polite aggression and blend it with a level of persistence that serves a dual purpose, rather than a singular.  To help illustrate this, I have 3 methods of how you can make this practice work for you:

  1. The art of the Dual-Purpose “follow up.”
      I LOVE to follow up with people. It has always been a part of my job that I enjoy, and I’ll tell you why; It is because I am trying to offer a free service to my customers.  I view my customers as being extremely busy with millions of responsibilities on their plates, so it is my job to follow up with them, so they do not miss out on something (whether that be a sale price, promotion, installation deadline, etc.).  I will continue to follow up until the customer gives me that definitive yes or no that I spoke about earlier.  However, this is where the “polite” portion comes into the equation.  Your attitude and demeanor in the follow-up are what will differentiate you from being helpful or being that pushy salesperson.  You will need to approach the follow-up from a dual-purpose position which means if I contact you at the end of the month urging you to buy, it’s obvious I’m only doing this to obtain my sales goal or a bonus.  If I contact a customer in a manner of “I noticed a new SKU or promo that may help you achieve the budget you had set forth” it is serving a dual purpose.  I may still get that sale to help with my goals but I’m also helping you hit the budget you needed to meet.  Don’t be afraid to put in the work and creativity to identify that dual purpose and use it to your advantage….and the customer’s!

     CalendarMeetings

  2. Calendar Reminders are our friends.
      How many of us use our Outlook calendars (or others) to set reminders every week? I will tell you it has been a gift for me personally and has helped close sales in the past.  I once had a client tell me in February that they weren’t closing on their new lease until January of the following year.  Can you guess what happened next?  I set a harmless calendar reminder for a random day that following January and wound up closing a sale simply because of the reminder/follow-up.  This isn’t a new/fancy trick but rather something that I think more should be utilizing.  When speaking to a customer, another manner of being polite and aggressive is to let them know “Great, you mentioned your lease isn’t up for renewal until the following year so I’ll go ahead and set a reminder for both of us and I will check in with you at that time.  I’ll also set a note for myself to be on the lookout for any new discounts or holiday promos that might help ease any penalties or charges you could face in ending the lease early”.  Simple, effective, and more times than not the customer is pleasantly surprised to hear from you because it shows you listened and didn’t forget them.

     

  3. Setting deadlines and sticking to them.
      As a fellow customer, I will tell you there is nothing more annoying than when a salesperson gives me some type of deadline only to go back on it and create a new deadline. For example, back in 2020 when I was in the market for a new SUV, I had a salesperson tell me “This price will expire at the end of October”.  Only to have that salesperson call me in November offering the same exact price.  At that point, I had already bought a new SUV but his future credibility with me is now gone because I know he just wanted to make a sale.  As it pertains to all of you, it should be relatively simple. Do not give your customer a deadline thinking it will force their hand to say YES.  Certainly, if an item is on promo and you have a firm end date you should inform them of that.  But telling a customer something will happen, that then doesn’t happen is a bad idea and will probably do more bad than good in the long run.  I have experienced unhappy customers before because by the time they said YES, the price had changed, but once I was able to remind them of the previous deadline and give them details on why the price changed was still able to win the customer because of integrity and being polite throughout the situation.

These 3 methods are only a few of the things I use to practice “polite aggression”.  It’s about removing the stigma surrounding pushy salespeople and letting the customer know that you are there to support them and their needs while also serving your own needs in the process.  The key to all of this is getting “Yes” as much as possible, but even when a customer says “No”, I am still happy with that because it shows me that the customer was comfortable enough with me to deliver the news and they made a decision that was best for them.  I will also look to that customer for future opportunities even though the present one didn’t turn out as intended.  My challenge for each of you as we head full speed into 2024 is to practice one of the above methods or possibly create your own.  Follow-up is an essential part of any opportunity, regardless of your job function but don’t forget to remain polite and customer-focused during the process.

Enjoy this blog?
Let Rob know over on LinkedIn …and/or connect with #ExertisAlmo on our LinkedIn company page.

Robert Voorhees

About the Author

Rob Voorhees | CTS, CTP, DSCE, CTNS, Dante

BDM II – Technical Specialist

Supported Manufacturers: Business Communications Services, and Harman: AKG, AMX, BSS, Crown, DBX, JBL, Soundcraft, Martin Lighting

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