HES’s Ristow Previews Black Friday
He also noted that large-screen 60- and 70-inch DLP TVs, which have recently experienced a sales resurgence, are “a place to go as a retailer where there is not as much pricing pressure and there is more profitability Those hit the same price-points as what sold in 50-inch plasma did a year ago.”
Ristow encouraged his high-end members to play the quality card for all it is worth.
“Be aware of the box stores’ activities and sell against them with a better-quality story. Customers are going to be very confused – a positive for the high-end specialist. It all goes back to selling quality, F.A.B. (Features, Advantages, Benefits), demo, solutions, add-on sales – and yourself.”