Floor Polish: A Sound Approach to Audio Sales
Audio in this video-centric age is a tough sell, especially in a recession. But Illinois-based Sherman’s has proven that the proper setup and a proactive sales staff, well-schooled in the art of the demo, can successfully sell audio attachments and higher-ticket solutions.
The three-store regional retailer recently added an Audio Authority demo system with HDMI switching to its new 29,000-square-foot facility in Peru, which recently replaced a much smaller store. The setup enabled personnel to conduct lossless audio demos that have opened the ears, minds and purses of the iPod generation.
“Peru’s audio business is up 50 percent over the past six months, versus flat for our other two stores in this tough economy,” said general manager Paul Sherman.