Monsterize The Industry!
To Lee, the same "push marketing" can be extended to audio systems and accessory components. "Today's problem is not the technology or the customers, but the salespeople," he says. Lee believes that the ease of selling video has diluted the sales skills that are necessary in order to successfully sell audio. "When you used to sell audio, you used to ask about musical tastes, about room size—you'd qualify the customer. You lose all that in video." Monster's Mr. HiTME program hopes to apply the same kind of romance toward audio components that the company has successfully applied to its core cable products.
Says Lee, "We're going to train people on how to sell audio. If you look at the Monster lineage, it's all attachment-selling." This dedication to attachment is the basis of the Monster M4 program which has been serving dealers profitably for years. The four M's—Mix, Merchandising, "Monsterization" and Management Commitment—have created a lucrative product category where one never existed before.
Monster's new product lines are designed to capitalize on obvious attachments to a lifestyle-oriented A/V sale. As an example, the company has developed a frame for plasma sets that incorporates integrated (and invisible) L-C-R speakers. There's also a new line of component centers—Monster doesn't call them furniture—that have the styling and build quality that immediately make them a player in this sector. According to Lee, Monster's dealers are thrilled by the prospect of these new products. "Our retailers asked us to help them," he says. "They said we're doing very well with cables and power management, can you add something in audio or video? And now, we have."