Four Tips To Improve Home Solution Sales

Willcox wasn't bragging when he recounted the figures. He was making a point: As large retailers offer more integrated products and higher-end services, small integrators must provide the best customer service possible, sharpen their sales skills and improve all operational aspects of business.

That all sounds incredibly obvious, which it is. But developing new and solid services, reminding employees of the basics and changing business models to leverage trends are often put on the back burner as integrators chase daily sales. Training courses at CEDIA Expo next month in Denver, as well as the organization's continuing CEDIA University, will focus on highlighting those basic yet elusive skills. Meanwhile, Willcox offered some tips and insights into improving business that integrators of all sizes can implement.

1. Always conduct business with an honest smile.

"Our customers enjoy calling here," Willcox said. "They're treated beyond belief in terms of dealing with happy personalities and people who truly care about why they're calling, people who make the extra effort to find out what it is they need and to get that message out right away. Conversely our response time is immediate. That's important because people want to know they're going to be taken care of. That's why they're willing to pay these prices for these services." 2. Hire based on all-around quality; continue to polish that quality.

"You really need to look for quality people who are trainable, who really understand the psychology of sales. Anything that involves explaining a product to a customer - particularly selling a lifestyle experience - takes personality, an understanding of the product, how to deliver a message, how not to hard sell, how to guide the customer in the direction of making a decision. You have to follow through with your sales team and develop a philosophy and culture within your company that works."

3. A high level of customer service should run through the ranks.

"Anyone who interfaces with the customer instantly becomes a customer services person. So you need to work with your staff to let them know what your expectations are as far as handling the customers."

4. Identify and carefully explore new technologies that may generate future business.

"You're going to start to see migration in the marketplace of low-cost turnkey integration products that will handle the average home. Some of those products will fit into (the high-end) space as well. Anyone who doesn't see this is fooling themselves. I can't stress how important it is to raise the level of your sales acumen and your customer service. They must also be able to successfully forecast for the future and figure out where trends are going, so if there's a slowdown or a buildup in the marketplace they can compensate for it. It's like any other market."

What are you doing to improve your business? Contact Jeff O'Heir at [email protected] or 516-562-7485.