Legislation signed by the President this year setting the final cutoff of analog broadcasts marks the final stage of the DTV transition. Although this mandate will have the largest affect on manufacturers and broadcasters, it is the retailers who will do most of the work explaining it to consumers. In addition to knowing how to sell the features and benefits of new digital sets and set-top boxes, you will also likely be faced with tougher questions, like “will my old equipment stop working?” Seize this opportunity to walk them through what to expect with the transition and explain all their options for switching to digital.
Tell them what to expect
Many consumers coming into your store may not know anything about the transition, or they may not even know the difference between analog and digital. So tell them what they need to know about the transition and how it can affect them. First, explain that all analog broadcasts will stop by February 17, 2009. This means that TVs with analog tuners will no longer be able to pick up a signal with an antenna. Perhaps not an issue for the family room set, but they may use an antenna on a bedroom or kitchen set. For customers considering a new digital set, ask them how they currently receive programming (over-the-air, cable or satellite) to help them focus in on, say, a set with an integrated tuner or perhaps a Digital Cable Ready set.