TRAINING SUPPLEMENT A N E S S E N T I A L I N STA L L P U B L I C AT I O N
Home Theater design by Lisa Slayman, ASID, IIDA, Slayman Cinema, and Slayman Design Associates.
EDUCATE YOURSELF IN IMMERSIVE AUDIO DESIGN
WALT ZERBE, CEDIA
ELEVATE YOUR INTEGRATION BUSINESS ONE FIREFLY
BUILDING A STRONG FOUNDATION FOR THE FUTURE SNAP ONE
2023
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Essential Install | Editor’s Comment
TRAINING SUPPLEMENT A N E S S E N T I A L I N STA L L P U B L I C AT I O N
EDUCATE YOURSELF IN IMMERSIVE AUDIO DESIGN
WALT ZERBE, CEDIA
ELEVATE YOUR INTEGRATION BUSINESS ONE FIREFLY
2023
BUILDING A STRONG FOUNDATION FOR THE FUTURE SNAP ONE
GETTING IN TOUCH EDITOR-IN-CHIEF
Daniel Sait, dan@allthingsmedialtd.com
SALES DIRECTOR
Ian Kitchener, ian@allthingsmedialtd.com
GROUP AD MANAGER
Claire Talty, claire@allthingsmedialtd.com
STUDIO MANAGER
CONTENTS
ACCOUNTS
02 EDITOR’S COMMENT
PUBLISHER
David Kitchener, david@allthingsmedialtd.com Mark Weller, mark@allthingsmedialtd.com susan@allthingsmedialtd.com
Elevating excellence
Essential Install magazine, Suite 14, 6-8 Revenge Road, Lordswood, Chatham, Kent ME5 8UD
04 EDUCATE YOURSELF IN IMMERSIVE AUDIO DESIGN
T: +44 (0)1634 673163 F: +44 (0)1634 673173
Walt Zerbe, CEDIA Senior Director of Technology & Standards
www.essentialinstall.com
SOCIALS /INSTALL_MAG /ESSENTIALINSTALL Whilst we make every effort that everything printed in Essential Install magazine is factually correct, we cannot be held responsible if factual errors occur. All articles are copyright and remain the property of Essential Install magazine.
06 BUILDING A STRONG FOUNDATION FOR THE FUTURE Control4 Automation Programmer Course
08 ELEVATE YOUR INTEGRATION BUSINESS WITH ONE FIREFLY A comprehensive resource guide for marketing success
10 BEMCO Learn how to build a KNX Panel board
12 INVESTING IN ONLINE TRAINING FOR MAINTAINED GROWTH & DEVELOPMENT Terry Mathis, Technical Trainer at ClearOne
14 ARE YOU INSTRUMENT RATED? Pete Baker founder of The BIG Corp
4 | December 2017
ESSENTIAL TRAINING SUPPLEMENT
ELEVATING EXCELLENCE Welcome to a special supplement, dedicated to the dynamic and everevolving fields of smart home and home cinema technology. In this edition, we delve deep into the world of training, highlighting the essential role it plays in shaping the future of these industries. The smart home and home cinema markets are constantly pushing the boundaries of innovation and consumer expectations. As these technologies continue to advance, the demand for highly skilled professionals who can design, install and maintain these systems grows in tandem. That’s where
the importance of education and training becomes undeniable. Education and training are the cornerstones of success as we embark on this journey. This supplement shines a spotlight on the organisations, educators, and industry leaders who are committed to ensuring that the next generation of professionals is well-equipped with the knowledge and skills they need to thrive in this fast-paced industry. Our articles reveal the insights, trends, and tools that empower industry professionals to stay ahead of the curve. From specialised courses and certifications to the importance of hands-on experience, we explore the various aspects that make up a robust training program. Whether you’re an installer, designer or technician, this special supplement offers valuable insights for all.
02 TRAINING SUPPLEMENT 2023 BROUGHT TO YOU BY ESSENTIAL INSTALL DIGITAL
One of the most exciting aspects of the smart home and home cinema industry is its continual evolution. In this supplement, you’ll discover how training programs have adapted to keep up with the latest technological advancements. Stay informed about the latest developments that are shaping the future of these markets. We hope this special supplement inspires you to recognise the potential in smart home and home cinema training, whether you’re an industry veteran or a newcomer eager to dive in. The future of these markets is bright, and it’s our collective responsibility to ensure that it shines even brighter through education and training. Enjoy this special supplement, and may it inform, inspire, and elevate your understanding of training in the smart home and home cinema markets.
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WE ARE THE GLOBAL MEMBERSHIP ASSOCIATION THAT SERVES THE HOME TECHNOLOGY INDUSTRY
ADVOCACY We position the smart home industry as essential to homeowners, allied trades, and governments.
CONNECTION We connect the professionals who connect our homes around the world.
EDUCATION We develop content to share knowledge and raise the bar on industry best practice.
Scan to discover more:
ESSENTIAL TRAINING SUPPLEMENT
EDUCATE YOURSELF IN IMMERSIVE AUDIO DESIGN
Walt Zerbe, CEDIA Senior Director of Technology & Standards, gets EI readers up to speed on RP22. Delivering high performing audio systems is a huge part of what our industry does – whether you are a manufacturer creating the product to facilitate this, or the integrator designing and installing the system. We’re all involved. Yet until now, there’s been no clear guidance for the industry to follow.
INTRODUCING RP22
The new recommended practice for immersive audio design (RP22) redefines how we quantify system performance. This is the first time that system performance metrics are defined by distinct levels, instead of vague ‘good, better, best’ packages or ‘low, middle, high’ cost models. And the new definitions aren’t just for the integrator’s benefit. With RP22, manufacturers know their products are functioning as intended and
customers understand the breadth of what they’re paying for. Having clearly defined levels not only holds integrators accountable, but also elevates our industry to the highest professional standard. This document is a guideline on how spaces should be designed to ensure a standard of audio performance is achieved. It’s been broken down into four performance levels: • Level 1 – Conveys basic artistic intent • Level 2 – A higher level of performance with additional accuracy for artistic intent • Level 3 – Meets or exceeds reference commercial cinema standards • Level 4 – Achieves the maximum level of performance across every parameter
04 TRAINING SUPPLEMENT 2023 BROUGHT TO YOU BY ESSENTIAL INSTALL DIGITAL
RP22 ensures the homeowner will know what they’re getting, the integrator will know what they’re designing and the manufacturer will know that their product is going to perform ideally for the room. “This document provides objective parameters and recommendations for designing immersive audio systems within the broader context of entertainment spaces such as home/private cinemas, theatres, screening rooms and mastering environments. Notably, it remains neutral with respect to products and formats and is adaptable to a wide range of room sizes and budgets. My hope is that RP22 will lead to a shift away from a productcentric mindset, towards engineering design credibility.” - Peter Aylett, partner, Officina Acustica and RP22 working group chair.
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ESSENTIAL TRAINING SUPPLEMENT
To educate yourself on this topic, download the full CEDIA/CTA - RP22 Immersive Audio Design Recommended Practice documentation, which is available for free to all smart home professionals.
TRAIN TO GAIN
As well as reading RP22, it’s important to attend supporting training to help you understand this new approach in more detail. CEDIA offers a number of related online training courses as part of the CEDIA Academy. These include:
Fundamentals of Audio
Excellent audio reproduction is the key to experiencing movies and music the way the director and artist intended. This course provides a strong foundation for comprehension of audio system functionality and basic connection requirements. The fundamentals of sound will be covered in three modules, giving learners insight into creating unforgettable audio experiences. This course discusses the essential components of an audio system — such as the source, signal processor, and amplifier — and describes how those components are used. How loudspeakers work, as well as how analogue and digital audio signals are constructed, transmitted, and processed is also covered.
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Fundamentals of Home Cinema
Of all the possible improvements a homeowner might select, few are so certain to add enjoyment and value to a home as a home cinema. From the most elaborate dedicated theatre to the popular multi-use media spaces, these systems are designed to enhance clients’ lifestyles. In this course, learners will look at the common layouts and fundamental requirements of the audio and video systems used in home cinema and media spaces, and understand the foundational knowledge required to begin properly designing them.
HAA Level One
For over 20 years, the Home Acoustics Alliance (HAA) has earned a reputation
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for providing the AV professional with practical and clear instruction on home cinema audio. This course focusses on the process of high-performance home cinema design and the science behind it, while also covering a practical methodology for the integrator. Throughout the course, an example cinema room is designed while discussing the pros and cons of various design decisions along the way. The information presented in this course is highly useful for anyone seeking to create great sound for a wide range of budgets and rooms. HAA’s process for designing a high-performance room is both up-to-date and practical for the current home cinema market.
TRAINING SUPPLEMENT 2023 BROUGHT TO YOU BY ESSENTIAL INSTALL DIGITAL 05
ESSENTIAL TRAINING SUPPLEMENT
BUILDING A STRONG FOUNDATION FOR THE FUTURE Snap One recently scooped a Best Training win at EI’s Smart Building Awards 2023 for its already multi-award-winning Control4 Automation Programmer training course. Recognised as the gold standard for Control4 integration, Automation Programmer also supports CEDIA’s objective to grow the workforce in our industry.
Our industry is in the privileged position of enjoying continued and rapid growth as the integrated home market continues to prosper. In the UK Integrated Home Market Analysis conducted by CEDIA, the majority of integrators who took part are expecting further growth in the years ahead with 88% of companies forecasting revenue growth for their business in the next 12 months. This growth cannot happen or be sustained without a bigger trained workforce. The harsh reality is that we are an industry in short supply of skilled integrators. To support this growth and maintain the high service-levels and reputation of professional our industry, it’s important to train and upskill more industry pros.
How is Snap One supporting workforce development?
Training is fundamental to the success of Snap One, our Partners and our industry. As a manufacturer, we have a responsibility to design training that supports technical product integration, as well as providing professional standards for the custom installation industry.
We offer different paths for integrators based on their skill sets and expertise. Non-Control4 Partners are welcome to open an account as a Snap One Partner, take advantage of our product training on other brands and start reaping the benefits of working with us. For Control4 Partners, Control4 Automation Programmer is the only AV and automation-centric certification that combines guided, practical learning with an expertly developed curriculum that equips them and their staff with the vital skills they need to start working with the Control4 platform.
understanding of the entire Control4 ecosystem and capabilities with a practical, hands-on approach that replicates real-life scenarios. As a result, participants can apply what is learned during Automation Programmer with greater confidence in and understanding of project design and programming. And participants consistently provide great feedback. The Net Promoter Score is the world’s leading metric for measuring customer loyalty. It comes from the question, “How likely is it that you would recommend (insert company or product/ service) to a friend or colleague?” The NPS for the Control4 Automation Programmer class is an astoundingly high 100%, an unheard-of attainment, a figure generated from 100% of the participants surveyed for their feedback.
What does Control4 Automation Programmer involve and who is it for?
Automation Programmer is designed for Control4 programmers who are just entering the sector. It focuses on the fundamentals of programming the Control4 ecosystem and gives integrators the tools required to create bespoke, intricate, and reliable projects for their customers.
What makes this course stand-out?
This course offers integrators a collaborative way to gain industry connections and build a rapport with other companies in this ever-growing industry. It focuses on the future and the continued success of Control4 Partners. Program leaders focus on evidencebased learning techniques to help every participant achieve competency with Control4 products and be able to problem solve for those products in real time. Participants will build a better
06 TRAINING SUPPLEMENT 2023 BROUGHT TO YOU BY ESSENTIAL INSTALL DIGITAL
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ESSENTIAL TRAINING SUPPLEMENT
This is a 32-hour certification course with five modules to complete, starting with simple AV-automation processes and developing into a complex wholehome project build. On completion of this course, participants can effectively build, troubleshoot and help customers on every Control4 automation project. • Module One: Universal Remote, Building A Single Room Solution • Module Two: Smart Lighting • Module Three: Multiroom Audio • Module Four: Comfort and Security • Module Five: Best Practices and the Whole Home
implement a Control4 project in a realworld scenario.
What else do we need to know?
Control4 Automation Programmer is free to attend and has an incredibly strong pass-rate. In 2022 the UK alone hosted 283 delegates and achieved an overall success rate of 98%. Training is delivered in-person at one of six Control4 Education Centres, including the recently revamped training facility in York, UK or at one of eight Control4 Authorized Education Centres (AEC) across EMEA. If participants are unable to travel overseas, courses can also be delivered virtually.
Control4 Automation Programmer is designed to enhance the participant’s knowledge and understanding of AV concepts and connectivity of devices, along with the ability to confidently design and deliver a bespoke customer experience. It provides a strong foundation for a successful career in home integration and sets an award-winning standard for the future of our industry. For more information, current partners can visit Control4 Education or email education-york@snapone.com to book onto any course. To apply to be a partner please visit Become a Dealer | Control4 Home Automation Systems.
Participants are encouraged to ask questions, and touch and play with the software and devices. They can program and test the devices covered within the course and receive instant feedback from a dedicated expert on their programming. They will also be guided on how and where to access the online resources that are available to help them troubleshoot their Control4 Project. The course is split evenly between lecture and lab time, with lecture time also encouraging participants to actively build with the instructor within Composer Pro. The last day is reserved for a concept review and 7-hours for certification. To complete the course, participants must take the Certification Exam, and a final comprehensive lab, and configure and
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TRAINING SUPPLEMENT 2023 BROUGHT TO YOU BY ESSENTIAL INSTALL DIGITAL 07
ESSENTIAL TRAINING SUPPLEMENT
ELEVATE YOUR INTEGRATION BUSINESS WITH ONE FIREFLY: A COMPREHENSIVE RESOURCE GUIDE FOR MARKETING SUCCESS The need for effective marketing has never been greater in a world driven by technology and innovation. One Firefly shines brightly as a leading full-service marketing agency that caters exclusively to technology companies in the residential and commercial markets. Founded in 2007, our mission was clear: to empower businesses in the AV and integration industry, fostering their growth and success. One Firefly is your one-stop destination for a comprehensive array of marketing services, from content marketing to paid advertising, web design and development, online review management, live chat, captivating video content, and dynamic print branding and communications. We also have the most extensive custom integration-focused media library in the industry. No other company offers a comparable gallery of beautiful, professional video and image content
featuring lifestyle and technology solutions for your website. What sets us apart is our unwavering commitment to the niche audio-visual space. We’ve grown and thrived, earning the distinction of being a four-time honoree on the Inc. 5000 list of the fastest-growing companies in the U.S. Beyond our services, our commitment extends to industry education. Our team members regularly host webinars, participate in panel sessions, and engage with industry events to emphasize the pivotal role of marketing in your field. With our dedicated Account Management services, you can expect a level of
08 TRAINING SUPPLEMENT 2023 BROUGHT TO YOU BY ESSENTIAL INSTALL DIGITAL
personalization unparalleled in the industry. Our Account Managers serve as your single point of contact, ensuring your unique needs are met excellently.
EI LIVE TRAINING – WEBSITE ESSENTIALS
Explore our EI Live! Training program, where we dove into Website Essentials. As a business operating in the custom integration industry, your website is often the first interaction potential customers have with your brand. Our training equips you with the knowledge to create an impactful online presence.
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ESSENTIAL TRAINING SUPPLEMENT
SMART APPROACH Discover
the
SMART
Approach–
a strategic framework that helps you navigate the challenging marketing waters
during uncertain times. This approach focuses on securing customer loyalty, maintaining brand awareness, adding market share, reinforcing your future, and transmitting strength.
5-MINUTE MARKETING WORKSHOPS
Our 5-Minute Marketing Workshops are designed to provide quick, actionable tips to enhance your marketing efforts. Visit our workshops page to access a wealth of resources that cover a range of topics, from social media strategies to website optimization.
CASE STUDIES
Dive into our extensive case studies showcasing how we’ve helped businesses like yours achieve remarkable results. See firsthand the impact of our marketing strategies on CI businesses worldwide.
AUTOMATION UNPLUGGED PODCAST
Tune in to the Automation Unplugged Podcast, hosted by One Firefly’s CEO, Ron Callis. Join Ron and industry experts as they share insights, trends, and strategies for success in the CI channel. We hope this resource guide has been enlightening and that it inspires you to take your business to new heights. To learn more about how One Firefly can support your marketing journey, contact us today at sales@onefirefly.com or click here.
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TRAINING SUPPLEMENT 2023 BROUGHT TO YOU BY ESSENTIAL INSTALL DIGITAL 09
ESSENTIAL TRAINING SUPPLEMENT
TRAINING IS THE BUILDING BLOCK FOR A SMART HOME INSTALLATION Take control! Learn how to build a KNX Panel board. The smart home market is a constantly changing landscape. This fast pace of innovation means AV integrators need to constantly adapt their skill set and increase their knowledge, whether they are new to the industry or not. By keeping up to date with the latest technology and the products and solutions on offer, integrators can help their customers make more informed decisions about how they control their homes. This is why it is important for integrators to keep up to date with training and especially the opportunity provided by integrating KNX technologies into their projects. BEMCO one of the larger independent electrical wholesalers in the UK and a specialist in smart home technologies, has recently added to its extensive range of KNX Training courses with the introduction of a new KNX Panel Building course. The one-day KNX Panel Building course will help attendees learn how to build a KNX board, covering the assembly of DIN rail KNX components and switches into an enclosure, wiring schematics, cabling and the creation of lighting circuits and output connections.
“The work of an integrator is evolving,” says Julian Barkes, Managing Director at BEMCO. “Today, there are so many different systems and technologies that can be connected into the modern smart home. Bringing it all together can be painstaking and complicated. HVAC, lighting, blinds, and security systems can now all be brought onto a single control platform – by using KNX - to create a genuinely comprehensive smart home solution. KNX technology allows integrators to create a reliable and robust system that can be quickly accessed, understood and easily operated by the client.” “To properly take advantage of this market opportunity a fundamental knowledge of wiring and panel building is essential.” adds Julian. “BEMCO provides the training support to help integrators familiarise themselves with KNX products, solutions and the know-how necessary for a successful implementation. This new KNX Panel Building course teaches a fundamental and practical set of skills to installers and is expertly delivered in-person at our London KNX Training Centre.”
10 TRAINING SUPPLEMENT 2023 BROUGHT TO YOU BY ESSENTIAL INSTALL DIGITAL
The next KNX Panel Building Courses take place on: • 6th December 2023 • 7th February 2024 Priced at £75.00 + VAT, places can be booked by visiting www.bemco-knx.co.uk. Bemco is a KNX distributor, dedicated to scouring Europe for the most reliable, advanced and competitively priced KNX components that installers can buy. Products built on the KNX standard provide an excellent level of reliable and interoperable performance in lighting, HVAC, security, blinds, and AV control together with a huge choice of devices and finishes. This allows integrators to select from 1000s of different KNX products to meet the demands of the project, and the taste and preferences of the customer. The KNX Panel Building Course is presented by renowned KNX expert and engineer, Gordon Fry at the only London KNX Training Centre in the UK. Located in Wandsworth, this modern facility is equipped to help integrators learn the theory, knowledge and the practical skills they need to take on more than the audio-visual part of a home integration project. For further information, visit www.bemco-knx.co.uk.
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KNX Training at BEMCO
SPECIAL OFFER ONLY
£50+VAT
email knx@bemco.co.uk before 1st December.
NEW KN X PA NE L BU I L DI N G COU RS E The half-day course is supported by Wago and covers the assembly of DIN rail KNX components and switches into an enclosure, wiring schematics, cabling and the creation of lighting circuits and output connections. ”If you want to learn how to build a KNX board, then this course is invaluable”, says Jeremy Aston of Channel Smart Buildings and leading UK KNX System Integrator.
Call: 020 8874 0404
Email: knx@bemco.co.uk
The cost of the course is just £75 + VAT and limited to 10 people, so don’t delay! Date
Fee
Wednesday 9am-12pm
Wednesday 9am-12pm
6th December 2023
7th February 2023
£75 + VAT
£75 + VAT
A N Y Q U ESTION S ? GE T IN TOU C H TO DAY !
Web: www.bemco-knx.co.uk
ESSENTIAL TRAINING SUPPLEMENT
INVESTING IN ONLINE TRAINING FOR MAINTAINED GROWTH & DEVELOPMENT IN THE AV INDUSTRY Terry Mathis, Technical Trainer at ClearOne underlines the importance of training. It’s safe to say that business operations, daily work schedules, and professional development have been changed indefinitely by the COVID-19 pandemic. Employees demand flexibility like never before – in fact nearly 60% of workers claim they would look for a new job if remote work was no longer an option in their current position. This shift has increased demands for new ways for teams and individuals to communicate and collaborate on a daily basis, and given that 16% of companies are operating fully remotely, technology has played a crucial role in connecting employees worldwide. The enhanced reliance on stellar communication tools in our ever-evolving hybrid landscape has made it more important than ever for AV industry integration partners to prioritize their development and professional education – training is a must, and it becomes even more accessible and valuable when courses are held online. Investing in online training is no longer an option, but an imperative for resellers, distributors, and integrators who want to maintain a strong understanding of available solutions to best support their customers.
PROFESSIONAL DEVELOPMENT IN THE AV INDUSTRY
The AV landscape has undergone a remarkable evolution over the past five years, and it continues to evolve at a rapid pace driven by technological advancements that reshape how we interact with information and communicate with one another. Across video conferencing, digital signage, unified communications and more, the constant influx of new software and hardware tools ensure that integrators and AV professionals almost constantly need to learn about new products, systems, and tools to ensure they provide clients and end-users with the most apt and up-to-date technology possible. The professionals that make up the AV landscape play a pivotal role in connecting disparate technologies and solutions to create seamless, efficient systems. Traditionally, their success relied on physical interactions, on-site training, and face-to-face meetings. Now, this success is much more flexible and feasible with the evolution of hybrid collaboration and online training.
12 TRAINING SUPPLEMENT 2023 BROUGHT TO YOU BY ESSENTIAL INSTALL DIGITAL
Training has long been viewed as an optional expense in many businesses. However, the requirements of hybrid work have rewritten the rules. Training is no longer a mere checkbox; it has become a crucial practice for organizations to maintain in order to remain competitive. The benefits are endless and become increasingly compelling as new innovations hit the market, busy sales seasons continue to put pressure on teams, and hybrid work remains a steadfast trend.
A LEG UP: GAIN A COMPETITIVE EDGE WITH ONLINE TRAINING
The rapid evolution of technology never stops, and integration partners must stay in step with these advancements to maintain a competitive edge. Accessible virtual training allows them to update their skill sets, stay informed about emerging trends, and be ready to integrate the latest innovations for their customers. Online training is no longer a matter of relevance, but a means to an end in leading technological progress. Online training gives AV professionals the opportunity to enhance professional skills and guarantees that employees become proficient in the most effective techniques and tools, leading to improved efficiency and productivity. As a result, we see smoother workflows, fewer mistakes, and faster project completion times, ultimately contributing to increased customer satisfaction and ROI.
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ESSENTIAL TRAINING SUPPLEMENT
Additionally, the global pandemic exposed the vulnerability of businesses that were unprepared for sudden disruptions. Continued education can help integration partners build resilience by fostering a culture of adaptability. With comprehensive training, teams can quickly pivot in response to unforeseen challenges, ensuring uninterrupted operations for businesses in the face of adversity. Customers have come to expect a certain level of quality when it comes to selecting integration partners. They want seamless, secure integrations that adapt to their employees’ unpredictable needs, enabling quick adoption of remote or hybrid work options. Integrators can leverage online training courses to help deliver on this expectation, while also enhancing trust. Customers are more likely to choose partners who invest in their own expertise and can demonstrate a commitment to providing top-notch solutions. Online training is not just effective; it’s also cost-efficient. It eliminates the need for extensive travel, physical training facilities, and printed materials. AV businesses can scale their training programs easily, reaching a wider audience without significantly increasing costs.
STRENGTHENING OUR HYBRID FUTURE WITH ONLINE TRAINING
“We take great pride in offering our partners a diverse range of professional development and learning opportunities through ClearOne University,” said Terry Mathis, Technical Trainer at ClearOne. “We’re committed to empowering our partners to stay at the forefront of emerging trends and the latest technology innovations. It’s not just about staying relevant; it’s about leading the charge for the benefit of their businesses and end-users.” ClearOne University stands as the premier program of choice for integrators seeking to elevate their industry knowledge and strengthen their certification credentials. Through this month’s comprehensive schedule of training courses, integrators will be well prepared to meet the demands of the holiday sales season, delivering unmatched service and innovative solutions to their clients. The full schedule of topics and times is as follows:
CONSOLE AI -SOFTWARE CONFIGURATION CERTIFICATION
PRO AUDIO CONFERENCING CERTIFICATION
AV CONFERENCING CERTIFICATION
• November 14 from 11:00 AM to 1:00 PM EST • November 15 from 11:00 AM to 1:00 PM EST • November 16 from 11:00 AM to 1:00 PM EST
DESIGN LIBRARY TRAINING
Hybrid work isn’t going anywhere – the world has embraced hybrid culture and there’s no turning back. It remains imperative for AV professionals to embrace this new future, as there’s a pressing need for the industry to evolve as quickly as AV solutions are developed. Continuous online training is no longer a nice-to-have; it’s a strategic necessity. It represents an investment in the long-term advancement of businesses within an ever-changing environment, and those who embrace this transformation head-on are guaranteed to get ahead.
• November 27 from 1:00 PM to 1:45 PM EST
BMA 360D / DIALOG UVHF PRODUCT OVERVIEW • November 21 from 9:00 AM to 9:45 AM EST
• November 20 from 9:00 AM to 10:00 AM EST
CONSOLE AI / CONVERGE PRO 2 / BMA 360 NEW FEATURES TRAINING • November 22 from 10:00 AM to 10:30 AM EST
CONVERGENCE AV MANAGER CERTIFICATION • November 14 from 10:00 AM to 11:30 AM EST • November 15 from 10:00 AM to 11:30 AM EST • November 28 from 9:00 AM to 10:30 AM EST • November 29 from 9:00 AM to 10:30 AM EST
• November 28 from 12:00 PM to 2:00 PM EST • November 29 from 12:00 PM to 2:00 PM EST
ADVANCED PRO AUDIO CONFERENCING CERTIFICATION • November 16 from 8:00 AM to 10:00 AM EST • November 30 from 1:00 PM to 3:00 PM EST
ABOUT CLEARONE
ClearOne is a global market leader enabling conferencing, collaboration, and network streaming solutions. The performance and simplicity of its advanced, comprehensive solutions offer unprecedented levels of functionality, reliability, and scalability. Visit ClearOne at www.clearone.com.
GET SET FOR THE HOLIDAY SALES SEASON WITH CLEARONE UNIVERSITY’S NOVEMBER 2023 ONLINE TRAINING SCHEDULE As the holiday sales season approaches, AV professionals can gear up for success with an exciting lineup of November online training courses from ClearOne (NASDAQ: CLRO). Open to participants worldwide, the training schedule is now open for registration here.
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TRAINING SUPPLEMENT 2023 BROUGHT TO YOU BY ESSENTIAL INSTALL DIGITAL 13
ESSENTIAL TRAINING SUPPLEMENT
ARE YOU INSTRUMENT RATED? Recently, a major commercial airline made global headlines because of an error by the pilots in landing at the wrong airport. Not only did these pilots deliver a plane full of paying passengers to a different airport, they ‘accidentally’ landed at a military base. Pete Baker founder of The BIG Corp underlines the importance of being prepared through training. Of course, this is dangerous for many reasons, not the least of which is the potential for an in-flight collision caused by a last minute incorrect turn on their final approach, or the fact that they were not authorised to land at the military base. This significant error could have easily been avoided had the pilots prepared properly for the flight and trusted their instruments. Instead, they decided to ignore the instruments and documents given to them before departure, which explicitly says to avoid the military base near the airport. They were instructed to rely strictly on a visual approach, but they ignored that too. Overall, not only was this a dangerous decision but also very unprofessional. I have a good friend who is a commercial pilot. When he was a private pilot instructor, he would always encourage every
student to invest the time and money to immediately get their ‘instrument rating’. He did this because he clearly understood the value of preparation and appreciated that you will unquestionably run into issues and unexpected weather. As my friend described to me, in the US you can get your private pilot’s licence in about three-month timeframe. This will basically allow you to get up in the air and fly around as you please, providing you comply with airspace restrictions, etc. And although you can fly in poor weather conditions, you should not do so without further training and preparing, i.e. an instrument rating. This is exactly what experts suspect happened to JFK Jr, who tragically crashed his plane after running into poor weather (without any instrument rating or training), killing himself and two others in the crash.
14 TRAINING SUPPLEMENT 2023 BROUGHT TO YOU BY ESSENTIAL INSTALL DIGITAL
Both cases described here could potentially have been avoided if they had not been complacent and made proper preparations. It’s very easy to become over confident and avoid preparation. While most of our jobs may not be life threatening or dangerous, like it is with flying into the dark without training, this does not discount the importance and benefits derived from training and preparation. When I had my integration company, prior to any new client meetings I would personally scrub the entire showroom from top to bottom and side to side, including the toilets! I could hear my mother in my mind saying, “You only get one chance to make a good first impression”. I did not want to take any chances at blowing the first impression I would give my new potential client.
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ESSENTIAL TRAINING SUPPLEMENT
I would also envision some of the other competitors they may be meeting and how that encounter might go. What if they are interested in the latest technology? Have I studied all of the recent developments in technology lately? What if they have challenging personalities? Have I read any books on selling, communication or business lately? What if they want a demo? Is all the demo equipment in the showroom working? When is the last time it was turned on? I knew that failing to prepare for my meeting was like flying into a dark storm with no tools to successfully navigate my way out. I had to step up my game! I would prepare as much as possible for every meeting by thinking about the following: 1. Who am I meeting with and how can I find out more about the person or family? In many cases the introduction would come from a friend, former client, builder, architect, designer, etc. I would ask the referral point person if they could tell me anything about the person or family that I should know. What are they like? How long have they lived in the area? How many kids, pets, etc? Do you know what kind of music they listen to? Are there any conversational topics to avoid?
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2. What will they want to discuss? I would do my best to read up on industry news on a weekly basis, usually over morning coffee, and of course attend trade shows to stay up-to-date on the latest technology. I considered continuing education an essential exercise in my profession. 3. How can I best demonstrate the technology available? I would always turn on the system, make sure all remote control batteries were charged and made fresh popcorn prior to the meeting. I ensured all testing, tuning and preparations had been performed, including cueing up movies scenes for demos, prior to the meeting. 4. Why should they choose me? I would try to make sure they left our meeting with the best possible first impression. I would always try to make suggestions that my competitors may not think of, while also listening far more than talking. Most importantly I would follow up with the potential client and the person who made the referral to thank each of them respectively for their time and the referral. People love to hear how the meeting went after they refer someone to you.
essentialinstall.com
So, what will you do to prepare for your next encounter with a new client? How will you separate yourself the competition? Are you ready to divert a storm? I believe it is not a matter of if you will encounter stormy weather or unexpected challenges in business, but when and what you will encounter. Your success rate in overcoming these challenges will significantly depend on the preparations you have made in the hours, weeks, months and years prior to the meeting.
As Thomas Edison famously said, “Success is 90% preparation and 10% perspiration.” Happy selling!
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