Recruiting the Cash & Carry Crowd: Control 4 Looks for New Retail Partners

David Nowak is a man who likes to, as he says, sell “moods.” A long-time home automation pro, Nowak, who now works as a regional sales manager at Control 4, once set up a lighting and music scene at the home of a former Miss Hawaii called “Get Busy.” He also came up with the idea of a “Go Home” setting, a last-call, light-blinking signal to guests that the party is over.

Using lighting, climate, music and video controls to inspire playful, romantic or otherwise entertaining moments in a home is an idea that Control 4 execs say mainstream Americans are ready for, and they’ve created a new sales program to find retail partners to help them reach the masses.

“We believe our mission is to build a broad market for control,” says Jim Arnold, the Utah-based company’s senior vice president of sales. “We know we have to have a plan to help retailers, more than just sending a couple of guys to a training.”