Floor Polish: The Power of Education
In his more than 10 years of teaching architects and interior designers the basics of low-voltage technology, Josh Christian has learned some critical lessons: First, say “drapery,” never “drapes.” Second, make sure you have something touchy-feely on hand, like acoustically transparent fabric samples. Third, and most important, watch your tongue when referring to the profession of your students.
“Never ever call them decorators.” Christian said. “That’s a slap in the face to interior designers. They’ll hate you for that.”
As vice president of marketing for DSI Entertainment Systems, a custom retailer based in West Hollywood, Calif., Christian’s primary responsibility is to bring in new customers. He’s also one of a growing number of professional installers who have discovered that offering educational seminars can be a huge draw. Some develop classes on their own, while others rely on particularly charismatic manufacturer reps as their public voice.