You know the scenario: A customer comes in looking for a “home theater.” But what they really mean is they’re shopping for a big-screen TV. It’s up to the sales associate to educate the customer that quality surround sound is as much a part of the “home theater” as a big-screen TV.
With falling TV prices it’s more important than ever to raise your profit margin by attaching audio components. Knowing how to upsell to high-end separates will add even more to your bottom line. While sales associates will want to explain a system’s basics and simplify specifications, the best way to sell audio successfully is by demonstrating it.
Sales associates should start by describing basic information and wait until the demonstration to start explaining specifics. Begin with the basics of multi-channel audio. Explain that there are typically five, six or seven speakers and often a separate subwoofer. Each speaker gets its own information in digital surround sound. This can lead to a discussion about AV receivers and amplifiers that are 6.1, 7.1 or even 11.2. (The .2 refers to the ability to connect more than one subwoofer to a receiver. Both subwoofers will receive the same information).