5. Get in a rut

There's something to be said for redundancy. Of course, no two systems are ever exactly alike, unless you make them that way. Why not standardize on a packaged system design and stick with it. OK, maybe you will lose a few custom systems but if you package the system right, you may just end up with a system that will fit 90% of the same applications. In other words, "cookie-cutter" systems may not bee cool but they sure can be profitable and simple. In addition, think of the reduction of the "learning-curve" for new Installer training.

6. Read the newsletters

Most major manufacturers have better newsletters than catalogs. That's because the marketing department designs the catalog and the product development or education department writes the newsletter. Trust me, not too many engineers who design the stuff ever actually ever see the cut-sheet before it goes to print. However, newsletters tend to be a little bit more technically oriented. One of the best out there is Da-Lite's Angles of View. Written by Kim Milliken of Da-Lite, Angles of View covers more than just projection screen issues. In fact, he regularly addresses issues like projector installation, ambient lighting concerns, resolution, scaling, facility design and even audio. Again, call every major, manufacturer you deal with and get on their subscription list. They are FREE and informative.

7. Go to INFOCOMM and NSCA

I have always found it perplexing how so many dealers and contractors will send the management of their company to INFOCOMM but not send the installers and designers. Who needs to see the product anyway? When was the last time the owner of your company installed something? Now, I know there are exceptions, but I am sure you get the point.

Some people in our industry argue that when we have standards, the market will no longer be profitable. In addition, standards will lead to retail distribution of the Professional AV gear. I don't buy that argument and, in fact, I think the very opposite could occur. I think that a lack of standards eventually breeds confusion. Confusion breeds indecision. Indecision leads to a market recession and a recession begets a lack of profitability.

However, an informed, educated consumer is much more likely to buy something and even spend more money for it to get personalized service.

---

Gary Kayye is Principal of Kayye Consulting a firm that specializes in providing marketing consulting, telephony integration and training development to the professional audiovisual industry. He spent 12 years at Extron and AMX as VP of Sales and Marketing before founding his own firm. He can be reached at www.kayye.com or via e-mail at gkayye@kayye.com. He is also the volunteer chairman of the PETC. The views expressed in this article are solely the author's and do not represent the positions of any organization to which he belongs.

For more news and feature articles, return to PresentationMaster home page.

Keep up on the news with our weekly Pro AV newsletter!