FALL 2019
EDUCATION! Education! Education! ProSource Members on the Education Fast Track
Lighting Initiative Update Your Website Tech Education First Bi4Ci User Conference Takes Off!
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FROM THE PROSOURCE
TECHNOLOGY INSIDER GROUP
By David J. Workman CEO/President ProSource
Managing Director CAROL CAMPBELL (323) 309-7673 • Carol@TechnologyInsiderGroup.com
EDITORIAL Editor-in-Chief MAUREEN JENSON (310) 806-1507 • Mjenson86@gmail.com Managing Editor DOUGLAS WEINSTEIN (714) 865-5106 • Doug@TechnologyInsiderGroup.com
CREATIVE
Education and Communication Let me start out by saying thank you for another great year! There certainly have been a few months when I’ve heard that business was tough; but overall – especially moving into Q4 – the group’s numbers are positive and the CI pipeline for both residential and commercial is looking good as we round the corner and move to close out 2019. I also want to talk about two areas we have been focused on for years and how we continue to evolve, evaluate and execute. Education and Communication.
CEO CAT TOOMEY (317) 514-5546 • Cat@CATalyzingComm.com Graphic Design • MARIA SATCHELL
PROSOURCE™ 109 River Oaks Drive, Suite 100 Southlake, TX 76092 CEO/President DAVE WORKMAN (817) 428-5212 • Dave.Workman@Prosourceinfo.com Vice President, Finance & Operations JESSICA PASKON (817) 431-2240 • Jessica.Paskon@Prosourceinfo.com Director of Membership SHERRY DANTONIO (562) 810-1706 • Sherry.Dantonio@Prosourceinfo.com Vice President, Business Development ANDY OROZCO (954) 562-3312 • Andy.Orozco@Prosourceinfo.com Director of Field Management TIM BASHFORD (513) 319-8228 • Tim.Bashford@Prosourceinfo.com Administrative Specialist SUSAN HINOJOSA (817)-431-2240 • Susan.Hinojosa@Prosourceinfo.com Administrative Assistant BRANDY LANGLE (817)-431-2240 • Brandy.Langle@Prosourceinfo.com
DISTRICT MANAGERS Robert Dodge – Northeast Region (714) 273-6276 • Robert.Dodge@Prosourceinfo.com Lani Godfrey – Southeast Region (704) 401-9015 • Lani.Godfrey@Prosourceinfo.com Rick Huggins – West Coast Region (619) 318-9842 • Rick.Huggins@Prosourceinfo.com Nicole Riddle – Midwest Region (612) 402-8020 • Nicole.Riddle@Prosourceinfo.com Samantha Summerville – South Central Region (480) 310-1796 • Samantha.Summerville@Prosourceinfo.com
Published by:
Publisher of The Insider Newsletter TechnologyInsiderGroup.com © ProSource Insider 2019, All Rights Reserved
“If you think education is expensive, try ignorance.” That’s a great quote from Derek Bok, former president of Harvard University. Our focus on education is second to none and we continue to look at new opportunities to bring to our members, because education is a priority. Here are just a few educational program examples: •• L ighting designer David Warfel has joined ProSource as a consultant and he is developing educational content for the group. •• T he inaugural Summer Education Series was met with overwhelming success. Make plans to join us in 2020! •• T he newly formed Education Committee is working on Summit 2020 content that will energize and educate: »» »» »» »» »» »» »»
Sales Visionary Leadership OnBoarding and Training New Technical Employees Lighting Project Management Google Marketing Professional Communications
»»
Marketing to Generations
I like to think that communication is another area where ProSource leads the way. For years we have created multiple vehicles for our members to meet and discuss topics that impact your businesses. One of my favorites is our series of Town Hall Dinners. Sitting around and breaking bread together and having frank and honest conversations is a hallmark of the group and an invaluable tool for members, our staff, and our vendors. Let me add a warm and heartfelt thank you to all of you who have taken the time to join us, our generous sponsors, and the ProSource staff who make it all happen. And finally, I want to make sure you are all aware of the new ProSource Slack Channel. Slack is a communication hub that can be organized into different channels. I like to think of it as chat rooms organized by topics or groups. Files, conversations and people are all searchable. I recommend you get on board and join the conversation!
Thanks again for another great year, and from our team to yours, the very best as we close out 2019. FA L L 2 0 1 9 / 3
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TOC
FALL 2019
D EPART MEN TS 3 FROM THE PROSOURCE
by Dave Workman
6 NEWS Welcome New Members; The New PRO and
16
26
Power Members; ProSource Members Are CEDIA EXPO Award Winners; ProSource Audio Committee Completes Strategic Planning Meetings; ProSource Member Jamie Briesemeister Named CEDIA Education Volunteer of the Year; Sound United Contest Winners; Town Hall Dinners Update; ProSource Spring 2020 Events
36 PRODUCT SHOWCASE The latest offerings from our valued vendor partners
46 15 MINUTES WITH… Kevin Zarow, VP of American Sales – CI/AVS, Sound United
F E ATURE S 14 ProSource Dream Theater Makeovers Underway 10
16 FEATURE: ProSource Lighting Initiative Update With David Warfel 20 EDUCATION: ProSource Education Series Hits A Las Vegas Home Run! 22 First Bi4Ci User Conference Takes Off! 26 ProSource At CEDIA EXPO 28 TECH ED: You Have a Great Website, Now What? 34 Meet the New Board Members
17
FA L L 2 0 1 9 / 5
NEWS
“We are delighted to welcome all of our new members,” said Sherry Dantonio, Director of Membership at ProSource. “We kicked off the year with our annual Summit in Nashville in March that allowed our new members to meet vendors, share ideas, and learn from their peers.”
Welcome New Members! The new PRO member approved by the ProSource Board of Directors is: •• Upscale Audio, La Verne, CA The new Power members approved by the ProSource Board of Directors are: •• Bravas, LLC, Overland Park, KS •• DAVE A Division of VP Supply Corp, Rochester, NY •• Digitech Custom Audio & Video, Carmel, IN
6 / FA LL 2019
The following CI members were added: •• Advanced Tech Systems, Inc., Greensboro, NC •• ATTYWON, Great Neck, NY •• Chameleon Technologies, Inc., Los Angeles, CA •• Comware, Southlake TX •• Entertainment Design Group, Las Vegas, NV •• Force AV, West Palm Beach, FL •• Glabman Technology Solutions, Costa Mesa, CA •• HD2020, Tampa, FL •• Protection by Design, Wilmington, VA •• Show and Tell AV Solutions, Bountiful, UT •• Smart Automation Solutions, Gaithersburg, MD •• Soundwave, Inc., Ketchum, ID •• Untangled, LLC, Wilton, CT
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NEWS
Town Hall Dinners of 2019
Sponsored by ProSource vendors, the Town Hall Dinners give members the opportunity to enjoy an open dialogue with other members in a roundtable format that stimulates conversations centered on key topics of business: group news, industry trends, issues, solutions, and shared strategies to grow sales. District Manager Rick Huggins shared a quote from Maitland Fritzley, President of Infinite Home Theater in Meridian, ID, regarding Town Hall Dinners: “I can’t emphasize enough the value that the Town Hall Dinners bring to us. Having the ability to network and share ideas with the best-of-the-best in our industry keeps us in front of industry trends and provides a killer opportunity for learning and growth.” Tim Bashford, Director of Field Management at ProSource said, “Our dedicated field support District Managers work one-on-one with members throughout the year. The Town Hall Dinners are a grassroots initiative adding yet another layer to our world-class peer-to-peer interaction through powerful events.”
Andy Orozco, Vice President, Business Development at ProSource added, “We appreciate our vendor partners for underwriting these events that advance communication and contribute to building and strengthening relationships within the group. Many thanks to our 2019 Town Hall Dinner vendor partner sponsors: Access Networks, AudioQuest, DMF Lighting, Harman Luxury Audio, ICE Cable, JVC, Legrand, MartinLogan, Origin Acoustics, Samsung, Screen Innovations, SnapAV+Control4, SurgeX, URC, and WAC Lighting.” Town Hall Dinners took place throughout the fall in the following cities: •• Las Vegas •• Ft. Lauderdale •• NY Metro •• Oakland
•• Miami
•• Orlando
•• Orange County
•• Atlanta
•• Dallas
•• Cincinnati
•• Nashville
•• Phoenix
•• Chicago
•• Charlotte
•• Philadelphia
•• Minneapolis
•• Boston
SAVE THE DATE
THE PROSOURCE SUMMIT MARCH 8-11, 2020 The Venetian Hotel, Las Vegas, NV 8 / FA LL 2019
THE PROSOURCE SPRING MEETING MAY 18-21, 2020 La Cantera Resort, San Antonio, TX
Crisp Picture. Feature-Filled. The new LG CineBeam HU70LA has a crisp and breathtaking 4K UHD projection of up to 140 inches that your clients will love. And with an incredible 8.3 million pixels (3840 x 2160), leveraging XPR, you can install the projector in any room and still get impeccable detail. Plus, LG CineBeam integrates IP control with leading home automation solutions.
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NEWS ProSource Member Jamie Briesemeister of Integration Controls Named CEDIA Education Volunteer of the Year. Integration Controls Managing Principal, Jamie Briesemeister, launched herself into CEDIA education shortly after becoming a member in 2005. Jamie is currently the Business Working Group Chair and serves on the Industry Relations Advisory Council, where she speaks on behalf of CEDIA members to design-build professionals in educational JAMIE BRIESEMEISTER Integration Controls
sessions. Jamie commented on her ProSource membership, “I love the energy of the ProSource group and the educational opportunities presented to members.� Jamie was recently named to the CEDIA Board of Directors for the 2020-2021 term.
Crutchfield Named Klipsch Retailer of the Year. Congratulations to ProSource member Crutchfield for being named Klipsch Retailer of the Year at their National Sales Meeting. They are the first Dealer to win it two years in a row. Pictured left to right are Rick Souder, COO Crutchfield and Tommy Kinstle, Home Electronics Buyer, Crutchfield. RICK SOUDER | TOMMY KINSTLE Crutchfield
Sound United Contest Winners!
CONTEST WINNERS ProSource Members 1 0 / FA LL 2019
The Sound United Ultimate Sales Contest took place at the end of August with an all expenses trip to British Columbia. The contest was open to all ProSource members and the winners were based on two criteria: first they had to meet a minimum commitment level of sales and the other was growth factor in sales by brand: Denon, HEOS, Marantz, Definitive Technology and Polk.
ProSource Audio Committee Completes Strategic Planning Meetings in Asia ProSource has completed it’s strategic planning meetings with key audio vendor partners Harman, Sony, and Sound United in Asia. The purpose of this annual trip is to represent ProSource members’ input on product roadmap development and sales and marketing strategies. ProSource attendees included Dave Workman, President and CEO, and Tim Bashford, Director of Field Management. ProSource Audio Committee members included:
STRATEGIC PLANNING ProSource Audio Committee
Murry Huppin (OneCall), Bob Cole (World Wide Stereo), Tommy Kinstle (Crutchfield), Joe Feregrino (Nebraska Furniture Mart), Steve Weiner (ListenUp), David Glassman (IQ Home Entertainment), Aaron Sholtis (HiDef Lifestyle), William McMartin (Abt Electronics), Angus Bryan (BrandsMart), Leon Temiz (Electronics Expo). Workman commented, “The results continue to show the value the committee planning approach brings. While the format continues to evolve, we are the only buying group that delivers the priorities that audio vendors need.”
SONY PROSOURCE DINNER ProSource Audio Committee
SOUND + STYLE FOR ANY TV Leon offers the most options to add sound + style to any TV display.
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NEWS ProSource Members Win Big at the 2019 CEDIA Home Technology Professional Awards! Three ProSource Members received 2019 CEDIA Home Technology Professional Awards during the CEDIA Awards Celebration & Leadership Conference in Chicago in July.
“CEDIA members continue to provide exceptionally great projects that are reviewed by our esteemed technical judging panel. The caliber of craftsmanship, style, and creativity on display through the competition is amazing.” Jenny Scott, CEDIA Director of Member Engagement
BEST MULTIPLE DWELLING UNIT DESIGN SmartTouch USA – Columbia, MD
BEST SHOWROOM
Atlanta Audio & Automation – Atlanta, GA
1 2 / FA LL 2019
BEST INNOVATIVE SYSTEM OR SOLUTION Pacific Audio & Communications – Kihei, HI
HT DREAMS Makeovers Underway! ProSource Dream Theater In July, ProSource announced that it had awarded two Dream Theater showroom makeovers that include vendor products valued at over $300,000. Each Dream Theater is being thoroughly documented via video from installation to reporting the monthly sales data, demonstrating the success of each winning member’s operation. The videos will be shared with attendees at next year’s ProSource Summit in March. The ProSource vendor partners contributing an array of premium products include: •• JBL Synthesis IW-Three Custom System •• Sony VPL-VW5000 4K SXRD Home Cinema Laser Projector •• Screen Innovations Zero Edge Pro Screen with LED Backlighting •• A coustic Innovations Showcase Illuminations Modular Theater Solution and ProLounger Seating •• Salamander Chameleon AV Cabinet Model 221 Dave Workman, President and CEO of ProSource said, “ProSource is committed to the success of all of our members by encouraging the active demonstration of an unprecedented entertainment experience to their customers. The execution of the Dream Theater contest represents a passionate example of our vision.” The winners are: Rusty Deeble, Owner of Digital Installers, who is installing the Dream Theater in his Long Beach, CA showroom. And Ilan Weinstein, Founder and CEO; Andres Klein, Founder and Sales Manager; and Samuel Naierman, Founder and Engineering Manager of Maxicon are adding the Dream Theater to their Aventura showroom in Miami, FL.
Digital Installers Long Beach, CA location.
ProSource caught up with Rusty Deeble of Digital Installers.
“ We began our installation in mid-July and are nearing completion. It is very meaningful
and motivating for us to be selected out of the nearly 600 ProSource dealers. We have always wanted to have a showroom at this level and ProSource has made the dream possible. We can now demo a dedicated theater to customers and increase our home theater sales. But it’s not all about us, our showroom will be a meeting place for the industry as a whole. Manufacturers, distributors, reps, and other dealers will be welcome to use the space. Offering the latest technology to our customers has kept our momentum going. We have built solid industry relationships and our clients are spectacular too! We couldn’t do it without them so we do our absolute best to impress them. We put the ‘custom’ in ‘Customer Service.’ Rusty Deeble, Digital Installers
1 4 / FA LL 2019
”
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Š201 9 P O LK AU D IO. All Right s Reser ved .
ProSource Lighting Initiative Update With David Warfel By Maureen Jenson
Maureen Jenson: Hi David, it was great to meet you in Nashville back in the spring. How are your experiences with ProSource members going? David Warfel: Hey Maureen, ProSource members are continuing to have access to our growing lighting accelerator program with exclusive members-only benefits. ProSource dealers are already seeing fixture sales of $20,000-$100,000 per project, with more possible. We’ve developed tools to introduce lighting to architects, builders and interior designers, built sales brochures, delivered on-site staff training and helped with showroom design, and that’s just the beginning! MJ: You recently attended LIGHTFAIR right? Tell us about it… DW: I brought Bruce Clark and Kate Ciambella from my office to LIGHTFAIR in Philadelphia and we spent an entire day canvasing the floor to search out lighting vendors friendly to CI and those with unique or potentially revolutionary products. We organized a series of tours for ProSource members the following day where we personally guided them through the enormous floor, weeding out the distractions and focusing on trends and tools to make their business grow. We networked with vendors on and off the floor, saw secret future products that were not on public display, and educated membership on the lighting field. It was a terrific time and cemented ProSource as a major player in the lighting channel. Manufacturers responded well and several have already improved their programs with us as they recognize the potential of our partnership.
LIGHTFAIR 2019, Philadelphia, PA.
We encourage anyone interested in the lighting channel to attend LIGHTFAIR next year and we will be leading tours once again. Contact your DM to reserve a space. MJ: I also saw you at CEDIA EXPO in September… DW: Yes, I attended CEDIA this year and spent time at the ProSource booth answering dealer questions. I also spent considerable time building relationships with current vendors and digging deeply into the offerings of other vendors. I met continued on page 18
As seen at LIGHTFAIR and CEDIA EXPO 2019
Colorbeam
1 6 / FA LL 2019
Origin Lighting
American Lighting
District Manager Samantha Summerville: Her Latest Lighting News “The lighting adventure continues at ProSource as we learn more about lighting and its presence in the Custom Integration channel. Much of the CI channel are already selling and doing the control part of the design for their clients but have been left out of the fixture and design part of the job, until now. Much of the knowledge I have about the lighting industry comes from the education I attended over the summer. The first big experience was attending LIGHTFAIR with our Lighting Committee and a small group of our ProSource members. It’s like CEDIA EXPO but with lighting. They have classes just like CEDIA and I attended the two-day, Basic Lighting 101 course, which is CEU accredited for IES Members or other associations. This really gave me a better understanding of terminology and technology. We will be heading back to LFI 2020 in Las Vegas to see and learn more. Another part of education was the opportunity to attend the ALA class. DM Nicole Riddle, myself and some integrators attended the four-day ALA (American Lighting Association), Lighting Specialist class for a deeper education on lighting history,
Todd Jarvis, Sterling Home Technologies and Cody Barry, Mission Audio Video receive hands on training.
technology and design. Our amazing new lighting vendors have really stepped up to the plate! We’ve had trainings in vendor facilities and our vendors have even taken to the road to see our members; there are more planned for the next six months. We just did American Lighting before CEDIA and it was a huge success in turn out and feedback. There were reps, agents and Custom Integrators there from ProSource learning about the brand with presentations and hands-on training. We need to be able to help educate ourselves to generically educate the end users. There are so many new terms that describe a lighting technology experience; circadian rhythm, lumenetix, biophilia, illuminance, luminaire, washing, grazing, candela, luminescence: it can become overwhelming. The ProSource dealer member has the opportunity to provide their customer with the perfect lighting experience to fit their unique needs.”
A packed house at the American Lighting Association.
As seen at LIGHTFAIR and CEDIA EXPO 2019
Coastal Source
1 7 / FA LL 2019
Vantage-Legrand
David Warfel and Lori Lorig, Creative Systems Lighting
ProSource Lighting Initiative continued from page 16 off-site with multiple manufacturers and created a walking tour map of lighting vendors on the show floor with notes on what to see. ProSource members attended off-site training from DMF and American Lighting, and I spoke on the power and potential of linear lighting at American’s preconference training. It was a great handson training with product and technology deep-dive. Linear lighting is an opportunity to significantly grow business beyond recessed downlights. Every event builds our relationship with current and potential vendors. The more interest we get from dealers the more interest we receive from vendors. What was an emerging initiative just months ago now feels like a solid foundation facing extraordinary growth. MJ: Anything else the ProSource members should currently know? DW: I am preparing monthly webinars for the ProSource channel to help accelerate growth in the lighting channel. These are short, focused opportunities to dig deeper into experiential sales strategies, vendors and products, and working with trade partners. We are committed to filling the education gaps required to master the lighting category and new webinars are just one of our tools. Videos, manufacturer training, and more are in the works along with new initiatives. Stay tuned for exciting announcements in this area.
Thomas Wang, WAC Lighting with David Warfel.
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Only a 75 year pedigree of excellence in sound reproduction can deliver audio this stunning. To learn more about how JBL Synthesis is setting a new standard in home theater, including our brand new line of amplifiers, AVRs and processors, visit us at www.jblsynthesis.com. Š2019 HARMAN International Industries, Incorporated. JBL Synthesis and the JBL Synthesis logo are trademarks of HARMAN International Industries, Incorporated, registered in the United States and other countries. All rights reserved.
EDUCATION, EDUCATION, EDUCATION
PROSOURCE EDUCATION SERIES HITS A LAS VEGAS HOME RUN! The inaugural Summer Education Series was met with overwhelming success in Las Vegas in July. Dave Workman, President and CEO of ProSource said, “Our focus on education is second to none and we continue to look at new opportunities to bring to our members because
Rusty Deeble, Digital Installers; Andres Klein, Maxicon; Seth Lauritzen, Multimedia Solutions; Chris Edelen, Sterling Home Technologies; Dave Gilbert, Hi-Fi Sales join ProSource’s Dave Workman for the “Future of the Custom Integrator” panel.
education is one of our top priorities.” Here is a program sample of what attendees experienced: Overcoming the Three Deadly C’s – Stopping the Race to the Bottom Revenue Path Group’s CEO Bryan Gray helps leaders steer their organizations through our current “age of accelerations”; how they can now stand out in crowded and commoditized environments, and no longer lose opportunities! Attendees learned where today’s revenue growth
Noah Kaplan – Leon Speakers: A creative approach to the AV industry for over 20 years by designing and manufacturing customizable speakers and technology concealment solutions that enhance the sound and style of any space. Onboarding & Training New Technical Employees – Presentation and Roundtable Session Presented by Dante Walston – Livewire: Dante is an Operations
traps lie and how to gain advantage over the competition.
Manager for Livewire, LLC in Richmond, VA. A highly experienced leader
Collaborating with Design-Build Teams – Moderated Panel Discussion
who has demonstrated the ability to lead and develop diverse teams of professionals to new levels of success in a variety
ProSource tackled the hot topic in the industry – understanding
of highly competitive industries.
how ProSource members can successfully work together with the
The Future of the Custom Integrator –
design-build community: Architect, builder, interior designer, landscape
Moderated Panel Discussion
designer, lighting designer, electrician and the technology designer.
ProSource’s Dave Workman led a lively discussion on exploring the
Key Takeaways Were: »»
hat is the value of working as a team with the W design-build community?
»»
How do I get started?
»»
Understanding each discipline’s process.
»»
Do’s and don’ts from the field.
»»
Overcoming obstacles to success.
Moderated by: Carol Campbell, Principle/Co-Publisher Technology Designer – Where technology meets design. Where technology impacts design. The panel was: Greg Simmons – Parasol: Formerly President, Eagle Sentry.
future of the custom integrator; opportunities and threats. Key Takeaways Were: »»
Uncovering upcoming opportunities.
»»
What threats should I be aware of?
»»
Overcoming obstacles to success.
Moderated by: Dave Workman, CEO and President, ProSource, the panel was: Seth Lauritzen – Managing Partner at Multimedia Solutions, Dallas, TX. Dave Gilbert – Vice President of Hi-Fi Sales, a Bravas Partner, Cherry Hill, NJ.
Industry veteran with decades of experience collaborating with
Chris Edelen – President of Sterling Home Technologies, Boerne, TX.
design-build teams.
Rusty Deeble – President of Digital Installers, Long Beach, CA.
Lee Travis – Wipliance: Award-winning ProSource member with a
Andres Klein – One of the Founders and Owners, Maxicon, Miami, FL
new take on collaborating with design-build teams. 2 0 / FA LL 2019
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EDUCATION, EDUCATION, EDUCATION
FIRST Bi4Ci USER CONFERENCE TAKES OFF! 40 ATTENDEES GATHERED FROM 24 COMPANIES TO TAKE A DEEPER DIVE INTO THE BUSINESS SYSTEM PROVIDED BY VITAL MGMT COACHES, PAUL STARKEY AND STEVE FIRSZT. HELD IMMEDIATELY FOLLOWING THE PROSOURCE SUMMER CI EDUCATION SERIES IN LAS VEGAS ON AUGUST 1ST, THE CHALLENGE GIVEN BY THE COACHES WAS TO DEFINE AND EXECUTE THE NET FIVE POINTS OF BOTTOM LINE PROFIT. The sessions that followed were riveting, detailing the ecosystem of metrics that help build stronger companies. Beyond the color-coded performance indicators and explanations, the creators explained data relationships and formulas that provided a sophisticated help system without requiring a CPA’s knowledge of the business’s finances. The attending group’s revenue eclipsed $104M so to achieve the goal (five points) would have a large economic impact. Strategies offered ranged from revenue growth to profit improvement to cash and gave insights into how margin, labor productivity and compensation play into the system. Users learned how to implement high impact actions. Ranging from increasing the parts mix in jobs to improving the labor mix, to improving billing practices, collection practices, and right sizing the organization for profitability. continued on page 24 2 2 / FA LL 2019
Attendees’ comments:
•• GREAT TOOLS TO HELP OUR COMPANY BE PROFITABLE; SIMPLY AMAZING! •• BETTER UNDERSTANDING OF THE METRICS/MATH BEHIND THE SCENES OF THE DASHBOARD … BRILLIANT.
•• A GREAT REVIEW OF WHAT I AM DOING WRONG. •• MY AHA MOMENT: THE DEPTH OF THE BI4CI PROGRAM IS DETAILED AND COMPLICATED. THERE IS SO MUCH THERE!
•• I BELIEVE THAT I HAVE FINALLY RECEIVED THE HELP I NEED TO INCREASE MY LABOR REVENUE … THANK YOU!
•• VITAL’S SEMINARS ARE EYE-OPENING OPPORTUNITIES TO LEARN WHAT IT TAKES TO RUN A HEALTHY BUSINESS.
•• MY COMPANY HAS BEEN USING BI4CI SINCE ITS BEGINNING. THIS DEEP DIVE GAVE ME MORE INSIGHTS AND WAYS TO ADD EVEN MORE PROFIT BEYOND WHAT I ALREADY KNEW.
•• THIS TOOK US FROM THE DIRT TO THE CLOUDS. WE ARE NOW TAKING A W HOLE DIFFERENT APPROACH TO THE BUSINESS.
•• BEING NEW TO THE INDUSTRY, HAVING INDUSTRY SPECIFIC, PROVEN KPI’S IS INVALUABLE.
•• THIS PROGRAM LAYS OUT ALL THE STEPS FOR MAKING MORE PROFIT; YOU JUST HAVE TO BELIEVE AND DO IT.
•• THIS INDUSTRY DOES NOT HAVE TO BE A HOBBY. GREAT TO SEE A FOCUS ON BUSINESS NOT EQUIPMENT AND GEAR.
•• BLOWN AWAY WITH HOW TO BUILD EQUITY/CASH; INCREASE TECH PRODUCTIVITY; FOCUS ON RIGHT CLIENTS AND RAISE REVENUE STARTING TOMORROW!
•• THIS HELPS US FOCUS OUR EFFORTS ON WHAT MATTERS MOST! •• GETTING DIALED IN ON BI4CI: WILL ALLOW ME TO: “STAY”, “GROW”, PROFIT”, “ORGANIZE” AND “ACHIEVE” MORE.
•• IT BECAME OBVIOUS TO ME WHAT HAPPENS IF I DON’T DO WHAT HAS BEEN PRESCRIBED.
•• I HAVE SEEN MOST OF THIS OVER THE PAST 12 MONTHS, BUT THIS GIVES US MORE FOCUS AND EVEN GREATER UPSIDE TO OUR BOTTOM LINE.
•• VITAL ANSWERS A CRUCIAL QUESTION: HOW MUCH MONEY SHOULD I BE
MAKING IN THIS BUSINESS? THEY DO A GREAT JOB OF SIMPLIFYING A VERY COMPLICATED FINANCIAL ENVIRONMENT.
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EDUCATION, EDUCATION, EDUCATION continued from page 22 The Bi4Ci dashboard system built of extractions from QuickBooks provides 72 data elements for guiding a CI company. The values of the dashboards have been time tested against experiences of over 400 companies. This provides an industry set of benchmarks unlike anything previously provided.
Steve Firszt keeps attendees on track.
ProSource plans to offer this program every year as part of its efforts to assist CI owners in becoming better business people. The first user conference was deemed an amazing success.
Paul Starkey answers questions.
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ProSource Members and Vendors Celebrated Fifth Anniversary
CEDIA EXPO in Denver “CEDIA EXPO was the perfect venue to celebrate ProSource’s five years of success,” said Dave Workman, CEO and President of ProSource. “The strength of the organization is based upon the partnership of members and vendors throughout the years.” The Pinnacle Club at the Grand Hyatt Denver was the perfect spot for an evening of food, drinks, and networking sponsored by Klipsch.
Dave Keller, Legrand; Dave Workman, ProSource and Greg Andrews, Legrand.
ProSource’s Andy Orozco, and Randy Toth (immediate right) and his Premium Digital Control and Automation team.
Eric Worst, The Custom Group; Jeff Davis, Expert Warehouse and Maureen Worst, the Custom Group.
Dave Meekings, AVB/Expert Warehouse; Andy Kersey, Hamlin & Kersey Home Center & AV Systems; Jessica Paskon, ProSource.
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Jim Ristow, BrandSource / AVB and Jody Rusnak, Nebraska Furniture Mart.
Steve Brakke, Behrens Audio-Video; Colin Tence, Colin Tence Inc. and Bob Blind of Bob Blind’s.
Johnny Williams and Daniel Lee of Harman.
The WAC Lighting team: Matt Smith, Edward Bracamonte, Aubrey Bertin and Shelley Wald.
Sherry Dantonio, ProSource and Jasmine Leitzel, Qolsys, Inc.
ProSource on the Show Floor Sherry Dantonio, Director of Membership at the ProSource EXPO booth with lighting guru David Warfel said,
“Being on the show floor at CEDIA EXPO allowed us
the opportunity to showcase the power of ProSource’s preferred vendor, peer-to-peer, and business services programs with our members and new member prospects. Our dedicated field support District Managers were on-site along with our partners from the Expert Warehouse and AVB Marketing to answer any questions.”
Sony Congratulates ProSource During CEDIA EXPO Press Event
During the Sony press conference Frank Sterns, Vice President of AV Specialty/Custom Integration for Sony Electronics, paid particular attention to recognizing ProSource’s five years of success and mentioned Sony’s long and distinguished relationship with ProSource. He also highlighted being honored as the ProSource Projector and Specialty Vendor of the Year. 2 7 / FA LL 2019
TECH ED
You Have a Great Website,
Now What? By Gordon Isaac
GORDON ISAAC IS A 25-YEAR INDUSTRY VETERAN WHO IS THE DIRECTOR OF SALES AND MARKETING FOR AVB MARKETING AND HELPS PROSOURCE AND BRANDSOURCE MEMBERS GROW THEIR BUSINESS THROUGH THE MEMBER FUNDED MARKETING TEAM OF 150 EMPLOYEES WHO SPECIALIZE IN WEBSITE DESIGN, GOOGLE ADVERTISING, SOCIAL MEDIA MANAGEMENT, ECOMMERCE CATALOGS, AND CREATING HIGH-QUALITY PRINT AND VIDEO CONTENT.
Promoting your business in today’s marketplace can be challenging. Marketing platforms evolve daily and options for custom integrators can be overwhelming. The end result—more often than not—is to build a nice website and get back to work. The ProSource family of members is a diverse collection of the best custom installation, specialty retail, and consumer electronics ecommerce companies in the world, and for that reason there is no one-size-fits-all approach. The days of simply relying on referral business is not a sustainable model for success. It is critical in today’s competitive landscape for all businesses—big or small—to pull back the curtains and truly evaluate their digital presence. With a little insight and familiarity with today’s digital tactics, your company can rise above the noise and be heard.
Website With a Purpose A quality website with a simple navigation structure and clear messaging about your company and what you do is the foundation to owning your presence online. Customers will be looking at your website to help validate the referral they received from their friend, builder, or architect. Same holds true for those builders, architects and interior designers doing homework on a potential partnership. They’ll be searching online for similar companies in your area. Having a website that is optimized to drive organic, non-paid traffic is critical to ensure that your business is first. Pro-Tip: Search Engine Optimization (SEO), the not-so-secret secret for driving organic traffic, starts and ends with an optimized website. To optimize, start by building a solid foundation through telling YOUR story. continued on page 32
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TECH ED Companies like Google have evolved into $100 billion dollar organizations by embracing small to medium sized businesses and influencing the ways consumers pick one website over another. continued from page 28 Focus on why potential clients should work with you. To take it to the next level, regularly update your website with fresh content. Share your expertise through blog posts, showcase your work with an image gallery or upload completed projects or product review videos.
If You Build It, Will They Come? A search engine optimized website is just the first step to creating awareness for your brand. Capturing the attention of a consumer audience with intent is a complex process; driving the consumer to conversion (actually getting them to buy something) is even more difficult. Navigating the winding road of the customer journey requires knowledge of the channels and tactics used to own the conversation. Companies like Google have evolved into $100 billion dollar organizations by embracing small to medium-sized businesses and influencing the ways consumers pick one website over another. This strategy has leveled the playing field, allowing businesses of all sizes to rank on search engines based on the quality of their digital presence, not the size of their advertising budgets. Incorporating paid advertising into your media mix with a Google Premier Partner Agency can help ensure you get the best return on your monthly investment. 3 0 / FA LL 2019
A Google Premier Partner brings the strength of a dedicated team of Google and agency experts together to work collaboratively in understanding your business and providing campaign insights and performance analytics. Pro-Tip: The advertising landscape is ever-evolving so patience, monitoring and optimization are vital to the success of a campaign. Set a budget, give the strategy time to work (30-60 days) and then start pulling the levers to adjust as needed for continued progress.
But I Have So Many Friends! The goal of a social media platform is to establish your brand’s presence in a community—a modern day version of word-of-mouth advertising. Make sure you’re engaging the audience that you want with highly controllable filters and preferences and don’t waste money on impressions that don’t work for you. The next question you may have is: “How do I get in front of the followers that I want and grow my business through social media?” The answer: Targeted marketing campaigns that are focused on specific markets, customer profiles, product categories, or similar audiences that
might find interest in what you have to say and sell. Just like Google’s ad platform, paid social media campaigns can push your brand to the right audience. When potential followers land on your profile, they are looking for info to make their lives better, easier, more efficient and even the envy of their friends. They want to know why your business is different than the competition. Are your posts informative and entertaining? Are you followed by other people that they know? The goal is to gain interest, have them follow, visit your website, learn more about your company, reach out for more information, or recommend you to someone who might be your target customer.
Content is King!— Especially Your Videos The aforementioned is not enough to edge out your competition. These tactics require rich content that tells your story. People spend less than six seconds viewing a page on average when surfing the internet or social media. Capturing their attention means your content must be curated and engaging. Are you trying to tell a story through words, or do you have great videos to share as well? continued on page 32
C U STO M I N T E G R AT I O N P R O G R A M
White-Glove Service with our Concierge Team
Get the Perks and Benefits of a DISH Partnership The Custom Integration Program provides integrators with exclusive benefits like on-site surveys and installations, a dedicated support team, and account management on behalf of customers.
D I S H . C O M / C U S TO M I N T E G R AT I O N
TECH ED continued from page 30 Great storytelling and compelling images make your site stand out, but video is the king of content. Video is engaging and tells a specific story that is easy to understand. It’s personal and lets the viewer know the type of company that you are and why they should care. It is also proven to keep people on your website or social media profile longer by up to four minutes. Pro-Tip: As you build your presence on these marketing platforms remember to showcase those fantastic projects from concept to completion; viewers want to see it all. Your authenticity will help you stand out from the crowd.
Success Is Not Accidental You didn’t build a great business by accident and keeping it thriving will not be accidental either. It takes investment, strategy, effort,
and sometimes a little bit of risk. Having an outdated website because you don’t have the time to fix it, or because you feel your customers will find you by referral, is an error. On the other hand, spending money on a great website with nothing driving people to it is an expense that you’ll never reap the benefits from. It’s important to create a marketing budget that sets you up for success and to work with a business partner that truly understands how to create the personalized experience that gets customers and advocates to engage with your business. Have a diverse and agile strategy that employs a variety of platforms, channels and tactics to reach more customers. Customers are changing, buying decisions are evolving with technology, and people
are finding your business in much different ways now than ever before. Don’t wait until your competition sets the pace. Start putting a strategy together today and set your business up for improved success!
Having an outdated website because you don’t have the time to fix it, or because you feel your customers will find you by a referral, is an error.
Why have over 25% of ProSource Power Companies already transitioned to iPoint?
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ProSource Welcomes Two New Board Members! AARON COWDEN CEO AND PARTNER, FUSION AUDIO + VIDEO Aaron Cowden started Fusion Audio + Video at 23 during his senior year in college along with two of his best friends. Their office for the first year was a small empty room in his home. While building a business by day and going to college at night he graduated from USC Upstate with a degree in Computer Science. The need for keeping technology up to date, fresh and fun for clients was only part of the plan. The Fusion team’s ultimate mission was and continues to be: Creating life-long customers by providing them with innovative technology and exceptional service. Aaron has played a large role in the company wearing many hats. Not only does he have a sales role but participates in operations, marketing, vendor relations, community fundraising and technology research. He also participates in big picture planning for three sister companies: Fusion Managed IT, Fusion Commercial AV and Orange Bees Software. When not working, he enjoys spending time with family, his wife Michelle and two precious little girls, also playing golf and snowboarding when time permits. As the company expands its residential and commercial departments, so do the ideas, staff and continued determination to keep clients as the #1 priority and continued source for referrals.
LANCE ANDERSON CEO AND FOUNDER, ADMIT ONE HOME SYSTEMS Lance Anderson founded Admit One, Inc. in 2002 primarily as a home theater company after years of experience within Best Buy. Lance knew he could provide better service and a better-quality system for his clients. The start was small; his first showroom was in the basement of a family member who he had built a theater for. Once Lance realized that he was really improving the lives of his clients by not only helping with theaters but expanding into other technologies such as security, home automation, lighting, outdoor and blinds he never looked back. Today, Admit One continues to strive as a leader in the luxury home industry in the Twin Cities. Lance loves to partner with architects, builders and designers to deliver custom solutions and best-in-class products, system design and integration. Lance prides himself on being a student of the world who occasionally gets lost in his passions. Whether it be photography, snowboarding, mountain biking or his business he strives to always be on the cutting edge. The only time he slows down is to take his young daughters to a Taylor Swift concert.
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It used to be simple: An inexpensive wireless router would instantly outfit your home
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The Premier Network Solution Provider in the Industry With Over A Decade of Custom Residential Network Experience, Partnering with Access Networks Makes Our Team Your Team.
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PRODUCT SHOWCASE
THE LATEST FROM OUR VALUED PARTNERS
Parasol Parasol is the fastest growing 24/7 remote support company in the United States, powering the happiest integrators on the planet. We’re built for integrators, by integrators and deliver unparalleled customer service through a global network of certified dealers. Got Parasol?
SurgeX The Axess Elite is a complete power management system that provides remote insight and control of the electrical power consumed by an underlying device. It enables the switching of devices in various power modes, each with different power usage characteristics related to device performance. It also features Advanced Series Mode surge elimination.
Atlona The Atlona Opus™ Series are HDMI to HDBaseT matrix switchers for HDR formats. These matrix switchers are equipped with a flexible, independent audio matrix switcher for routing de-embedded HDMI input audio, TOSLINK and analog stereo audio sources, plus return audio. Get free OPUS-RX receivers for a limited time. Epson Epson’s most advanced 4K home theater projector to date, the Pro Cinema 6050UB 4K PRO-UHD delivers an immersive 4K experience. Featuring 2,600 lumens of equal color/white brightness, a dynamic 1,200,000:1 contrast ratio and Epson UltraBlack technology, the PC 6050UB delivers detailed, crystal-clear images with an incredible range of color.
URC Introducing the newest addition to URC’s Total Control automation system, the TRC-1480 handheld remote with voice control. Featuring an in-remote microphone for easy communication with Alexa or Siri, push-to-talk button for customer privacy, 2.4” LCD touchscreen as well as intuitive hard buttons, the TRC-1480 delivers the ultimate smart home experience. 3 6 / FA LL 2019
TRANSFORMING SMART HOMES TOGETHER. FEATURING
“Our clients are extremely satisfied with the investment they’ve made in their home’s technology, the positive impact it’s made in their lives, and how simple it is for them to control every aspect of their environment, whether they are home or away.” - GABE RIVERA, DIGITAL HABITATS
CHIEF | DA-LITE | LUXUL | MIDDLE ATLANTIC NUVO | ON-Q | QMOTION | SANUS | VANTAGE
RESIDENTIAL SOLUTIONS
© 2019 Legrand AV Inc.
PRODUCT SHOWCASE
THE LATEST FROM OUR VALUED PARTNERS
Salamander + LG + Screen Innovations Customers can live the luxury life with the new Salamander Cabinets designed specifically for LG UST 4K CineBeam Projectors and SI’s Solo Pro 2 Screens. This turnkey solution comes in 3 Cabinet types and 9 styles, ranging from compact to 4-bay configurations. Full Client choice and no more cutting walls, running cables or complex installation for you! Recessed projector design, active cooling system, and more. Focal The 300 Series was designed to give a new dimension to your music, whether in a stereo or Home Theater set-up. Through its precise and natural sound, this line will create an all-encompassing atmosphere; opening up a world with an unprecedented depth of emotion. Naim The SuperNait 3 satisfies critical audiophiles with 80 WPC in an integrated amplifier. The latest generation adds a phonostage to its upgradable Discrete Regulator power supply, subwoofer output, and Class A headphone amplifier, while generating voltage gain twice as quickly as its predecessor for Naim’s signature pace, rhythm, and timing. D-Tools System Integrator (SI) software caters to the unique and diverse needs of systems design and installation firms. SI helps manage key aspects of an integrator’s business – including sales, comprehensive system design, project documentation, and project management – to streamline business processes, leading to improved operational efficiencies and increased profitability. DISH Get to know the DVR that does more: The Hopper® 3. More, as in letting your clients watch and record up to 16 shows at once, and integrating Netflix into any TV in the house. The Hopper 3 also gives your clients the power of Hands-Free TV™ with Amazon Alexa, Google Assistant, and Josh.ai voice control. Visit Dish.com/ customintegration to learn more.
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PRODUCT SHOWCASE
THE LATEST FROM OUR VALUED PARTNERS
JVC The JVC LX-NZ3 4K Laser HDR DLP Projector features an ultra-bright 3,000 lumen laser light source, and a compact design, making it ideal for a wide range of viewing environments. The latest auto-tone mapping technology insures that 4K HDR content is played back with the best picture quality every time.
Vanco Beale Street Audio’s BAV4250 1,000 Watt 4-Channel Amplifier is compatible with 4-ohm, 8-ohm, 70-volt, and 100-volt speaker systems. Featuring DSP processing and a Matrix mode that allows any source to be routed to any output, installers can completely customize the audio performance in any residential or commercial environment. AudioQuest Cherry Cola HDMI cables use a newly developed electro-optical conversion module and four glass-fiber optical conductors to reliably pass 4K/8K Ultra HD and HDR for distances up to 100ft/30.5m. Sophisticated shielding and directionally controlled conductors counteract RF interference, ensuring a fully immersive entertainment experience. UL-CMP/FT-6 Certified for Plenum & In-Wall. From $689.95. KLH KLH’s in-ceiling and in-wall speakers are custom designed for a dual purpose. They are engineered for high-performance music or home theater entertainment to put you front row, center at your favorite concert or recreate a truly cinematic experience. Using the same award-winning technology as our other loudspeaker products, they deliver dazzling sound while keeping the design elements of your home sacred. Ente SoundTile by Leon Art and audio in one, the Ente SoundTile features reference-grade audio by Leon and power by Sonos® hidden underneath fine art. Choose from hundreds of art and photography options or use artwork from your personal collection.
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PRODUCT SHOWCASE
THE LATEST FROM OUR VALUED PARTNERS
Coastal Source The SAS250 is a new enclosure solution designed to bring the Sonos Amp outside. It pairs perfectly with our full range Ellipse Bollards. In addition to thermal venting to keep the Sonos Amp performing optimally, the enclosure features all IP68 I/O connections: RJ45, 5P line-level input, and CC speaker outputs.
Séura The Séura Smart Display Mirror is a fully customizable, interactive display designed to help consumers accomplish more during time they spend in front of their mirror. The user interface is touch and voice-totext controlled and allows consumers to create their own custom dashboards featuring their favorite apps and widgets.
Integra The Research Series DRX-R1.3 offers unsurpassed construction, 11 discrete 140 watt amplifiers, THX Certification, Exclusive ‘Works With Sonos’ Certification, Object-based Surround, 8 In / 3 Out HDMI, Dolby Vision, IMAX Enhanced, Hi-Res Audio decoding, Chromecast, Play-Fi, Airplay2; plus Integra’s seamless integration capabilities, our new Hi-light back-panel and is ‘Room Tested!’
LG Electronics See How Good CineBeam Can Be. The new LG HU70LA CineBeam 4K UHD projector with up to 1500 lumens and HDR 10 support delivers an epic cinematic viewing experience with up to a 140 inch display. Plus, this LG CineBeam projector integrates with leading home automation solutions.
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300 SERIES A SOURCE OF INSPIRATION
The built-in loudspeakers of the 300 series were designed to be invisible and to give a new dimension to your music, whether in a Stereo or Home Theater set-up. Through its precise and natural sound, this line is ideal for creating an all-encompassing atmosphere, opening up a world of unprecedented depth of emotion.
Focal.com | Distribution by Focal Naim America | Contact us for more information : 1 800.663.9352 / info@focal-naim.com
PRODUCT SHOWCASE
THE LATEST FROM OUR VALUED PARTNERS
ELAN The new ELAN Intelligent Video Doorbell installs with a single click, leverage motion analytics to intelligently reduce false positive notifications. The video doorbell intelligently integrates with ELAN, enabling integrators to create sequences to automate events, such as turning on lights when motion is detected during specific hours of the day.
Screen Innovations SI announces an ultra-high density 8 shade power and control hub called JANUS–a dual-sided product with UTP and Terminal blocks. JANUS is compatible with any wire, occupying one half-rack (16 shades per 1 RU.) Multiple JANUS units can be daisy-chained together for infinite scalability.
OneFirefly Mercury Pro is an award-winning innovative web solution that is a premium step-up product from the agency’s existing Mercury Collection websites initially launched in 2014. Mercury Pro features a wide array of customizable website theme options; carefully crafted, industry-focused copy designed to speak to specific buyer personas; compulsory SEO configuration; and access to One Firefly’s exclusive library of photos and videos.
The Ultimate WattBox The WattBox 250-Series Wi-Fi Power Controller provides IP power, professional-grade surge protection, and OvrC remote monitoring in an ultra-compact form factor with two individually controlled outlets. With its affordable price point and truck-roll eliminating power of OvrC, the WattBox 250 will revolutionize the way you think about power.
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Don’t build low-end sound into your high-end jobs. Put the power of Paradigm and Anthem together to create the best experience for you and your customers. Paradigm has all you need to create stunning installations — from discreet in-wall and in-ceiling speakers and subwoofers to all-weather outdoor systems, while Anthem provides the power.
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15 MINUTES with Kevin Zarow Sound United By Douglas Weinstein
Doug: Give a little background about your career and your role at Sound United.
Doug: What are you forecasting for Q4? What will be hot ticket items?
Kevin: I remember spending my entire 8th grade summer mowing lawns to save enough money to buy my first stereo system. In college, I worked for an AV specialty dealer and during my professional career, I’ve held roles in training, marketing, product development and, of course, in sales. In my current role as VP of American Sales – CI/AVS, I am responsible for Polk, Definitive Technology, Denon (and HEOS streaming), Marantz and Classé.
Kevin: AV Receivers, Sound Bars, HEOS streaming products and our new line of Legend speakers from Polk will be hot and are all critical to the success of our collective businesses. And the SU team will be out in the field partnering with ProSource members during the fall/holiday selling season.
Doug: The business between ProSource and Sound United has grown significantly over the past few years. What do you attribute that to? Kevin: The growth that both ProSource and Sound United have experienced comes down to a few key points, starting with world class products (some of which were designed exclusively for ProSource members). Add to that great channel management and finally, consistent communication between the Audio Committee, key dealers, and the SU team. Doug: Is there a design philosophy that permeates all of Sound United’s brands? Kevin: Our goal is to always provide the end user with something that fits their needs, not necessarily ours. And that philosophy makes its way into our products regularly. We are obsessive about the sound quality from brands like Marantz, Denon, Polk, and Definitive Technology. Each of these companies benefits from incredibly smart engineering organizations that operate on the bleeding edge of audio technology.
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Doug: Talk to us about how AV components continue to evolve. Kevin: The beautiful thing we’re seeing are the new formats, technologies, and partnerships flowing into the market. IMAX Enhanced, voice technologies and 8K are just a few examples of technologies being incorporated into AV components. And how these components work in tandem with home control systems and AI learning platforms like Josh.ai is just as critical. Doug: What advice do you have for ProSource members – both CI and brick-and-mortar – about selling performance audio? Kevin: Flawlessly executed demos continue to be critical in the sales of step-up audio (and video), and top-down selling is also a key step in this process. Many customers haven’t experienced high-end audio and don’t know what they are missing. Whether playing vinyl or a high-resolution stream, the demo can be the differentiator. The same can be said for home theater. 4K projection with anamorphic lenses, 3D audio such as 7.1.4 (and beyond) will set the AV Specialist/CI dealers apart from the pack.
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© 2019 AMETEK Electronic Systems Protection. All rights reserved.
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Expect more.
Make your clients say, ‶Wow.″ QLED 8K offers breathtaking realism on the largest screens.
See your business grow. Get resources, services and programs designed specifically for your needs. To learn more, visit our dedicated custom installation site: www.samsung.com/custominstall
©2019 Samsung Electronics America, Inc. Samsung is a registered trademark of Samsung Electronics Co., Ltd.
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