Buying Group Round Table: Group Dynamics
Dealerscope: What are some of the key core marketing and sales strategy messages you are sending to your buying group membership this year? What messages do you especially want to be their main takeaways from your meetings?
Hank Alexander, Director, HTSN (Home Technology Specialists of Nationwide): My focus for 2016 is on the automation space and the do-it-yourself (DIY) CI (custom installation) automation space. We partnered recently with a couple of new brands, including Simple Control, which is a really easy to set up and use automation system with an iPad – it basically goes out over the network and finds everything. It’s for the consumer-facing side of the business: for consumers who want more than a Nest thermostat – they also want lighting, etc.
This year, the focus will be on making our members the place to shop for those products instead of at a Home Depot or Lowe’s location. We’re making sure our members are setting themselves up that way in their marketplaces – as the experts on those things. For all these devices with all their own apps – we want our members to explain how to control all that.