Every builder always wants to know, "What's in it for me?" It's the WIIFM question. Why should I sell structured wiring? Why should I redesign my design center? Why should I worry about defects in home technology when the integrator is supposed to take care of that?

In the case of many technology options, the answer to the WIIFM question often goes unanswered. So, without hesitation, a builder will quickly determine not to install any infrastructure wiring, multiroom audio, surround-sound video, security, lighting control, energy management, etc. He will not think the aesthetics of his design center have anything to do with the lack of technology upgrades being sold. And he will not evaluate the contractor he uses for home technology based on their aftermarket service. All mistakes.

First, the value of structured wiring is being grossly undersold by most builders. For example, many specifically pinpoint the capability of an infrastructure wiring system to help homeowners connect their computers to their printer. Great application, but why should the homeowner spend $5,000 on a bundle of Category 5 cable and RG-6 coax when he can simply drive to Circuit City, buy an Ethernet cable, and run the wire himself? Granted, that will leave an unsightly wire along the floor. But big deal -- he just saved $4,975 (after rebate). WIIFM?

Second, many builders still group all home technology into one area, awkwardly labeled, "Tech Center," or something like that. Lots of homebuyers look at the technology area and refuse to enter, because they are intimidated by technology and don't want to appear uninformed when confronted by a salesperson. If you don't have an integrator with a showroom as a partner, try to incorporate technology throughout your design center in different room environments, just as you do for tile and flooring. You wouldn't show kitchen cabinets without countertops, would you? But, sadly, altering the floorplan of your design center is costly, so most layouts go unchanged. WIIFM?

Finally, defect rates of home technology are another area where builders and integrators fall down. A recent study by Quality Built reveals that the average new single-family home has $5,398 in defects, with 8 percent of them being technology-related (mainly electrical). The report says that nearly every home defect is undetectable by the buyer, but the mistakes cause an immeasurable loss to a builder's reputation and loyalty. Every builder knows he is the one who will get the angry call from the homebuyer, but most take the attitude that it's the integrator's problem. WIIFM?

At the upcoming TBX Conference & Expo in Ontario, Calif., builders will be in for a treat during the SoCal Technology Tour. On Wednesday, May 10 at 5:45 p.m., buses will shuttle attendees to the newly redesigned KB Home Studio in Ontario, Elite Custom Audio Video's top-notch home theater showroom in nearby Montclair, and the historic Guasti Villa in Rancho Cucamonga. All three will offer grand displays of technology at work. Maybe this tour will help you establish your own value proposition, putting an end to the WIIFM question.

What sales technique works for you?