"You can't just work the floor anymore, you have to go out for business," said Kasza, who has, in recent years, joined Illinios chapters of both ASID and AIA. "I look for partnerships with architects, builders and designers...and I have a lot of customers that I personally like a lot and have become friends with. First they buy the sound system, then they invite me over."
Second, he eschews the old "overcome objections" sales practicum almost totally, preferring these days to project empathy and a validating awareness of how the recession is stressing people out.
"I know exactly how my customers are feeling because I'm feeling it too," said Kasza. "Our process has never been to be pushy salesmen out there with guns blazing. We are informative and reassuring. If someone says to me now, 'I can't afford that,' I say, 'Let's find you a less expensive alternative you can work with. People are shopping a lot more consciously right now, and I understand why. I do the same now when I'm out shopping."