Floor Polish: The Power of Education
When Gaskell graduated from her ROI training, she came back and began spreading the word that she will be teaching seminars soon and will be offering continuing education credits for AIA (American Institute of Architects) or ASID (American Society of Interior Designers) members.
“They were so thrilled about that because they either have to drive four hours to Albuquerque or six hours to Denver for those continuing education credits,” she said. “I’ve got a corner on this market.”
Tyler Lantzy, president of SaaviHome, realized the seminars and classes can help can generate leads of general consumers, not just trade professionals. The Colorado AV dealer has been evangelizing home theater in furniture stores and community centers around Boulder for the last two years. Every few months he’ll take out a newspaper ad, promoting an hour-long “All About Home Theater” seminar, which he conducts right on the show floor of furniture stores like Creative Leather. He says these seminars, complete with Power Point presentations and handouts, usually draw 10–15 people, about half of which often end up becoming new customers.
“People really want to learn, but after they realize how complicated the technology actually is, they just want us to do it for them,” he said. “It helps the sales process quite a bit to be positioned as an authority.”
Lantzy says he’s been watching the CEDIA ROI program pick up steam and is hoping to enroll. He’ll likely have two or three chances to do so in 2009.