In its recent report “Home Controls: Trends and Opportunities,” Parks Associates reported that once a consumer has one type of system installed in their home, such as a security system, home theater or multi-room audio, they often follow up with another system installed by their dealer. Dealers report that 30 to 40 percent of their home theater jobs expand into home control projects. This number is pertinent to today’s CE retailers, since many of them are broadening their installation services and carrying more home control and other higher-end system.
Parks reports that at the end of last year 10 percent of U.S. households had a lighting control system. Many more had security and home theater systems. The reason for the disparity is that the ability to control something is more of a concept than a tangible product. That underscores the need for comprehensive sales training, backed with demo units that give the consumer concrete examples what the system does and how it improve their lifestyle. The sale of a control system actually becomes easier when it is part of a specific system, such as lighting, energy management, entertainment and security, Parks reports.