Architects, Designers and Builders Would Love to Use Your Home Tech Showroom, and They're Willing to Pay.

Your showroom has been elegantly designed so that homeowners can experience the beauty and simplicity of an integrated system. Furniture, lighting and cabinetry are all top-shelf. Your home-technology products are state-of-the-art. The minute customers walk in, you score high on the wow-meter.

But now, you're thinking about capitalizing on your investment by expanding your relationships with builders, architects and interior designers. You've got something they want—a showroom. And they've got something you need—homeowners. It could be a match made in heaven. That is, of course, if you know how to successfully court these potential new partners.

Some forward-thinking dealers are taking advantage of their most valuable resource—their showroom—by enjoying successful partnerships and boosting sales. TecHome Builder recently spoke with four dealers that all had one common objective—to help the builder, architect and interior designer better understand the process of installation, and to take the mystery out of technology. But each dealer also has their own unique approach to successfully bridging the gap. The key to success in these arrangements is the relationships you form with area architects and designers.

"We saw the initial adaptation of electronics amongst architects and interior designers. With that, we recognized the need for us to develop a distinct relationship with them," says Bill Anderson, president of Irvine, Calif.-based Genesis Audio & Video. "Our first step was to re-design our showroom so that, as customers migrated throughout the store, it represented the essence of how people live."

But Genesis didn't stop there. "We continuously re-design and upgrade our showroom. Most recently, we added a fireplace, which is surrounded with marble and a maple mantel. It includes a recessed plasma and VisionArt (retractable screen cover). Flush-mount speakers are hidden behind fabric for an elegant and invisible application of technology. This platform enables us to sell in a very classy environment."

Genesis initially began working with architects and interior designers by allowing them to bring their customers into the Genesis showroom. "This is really when we began to develop those critical relationships. By enabling our customers to experience an integrated lifestyle, it separated people from the box mentality," Anderson says.

The experiment proved immediately successful for both parties. So much so, that Genesis decided to take the next step—hosting open houses for builders, architects, and interior designers, along with their customers.

"We conduct these events to maintain and expand our relationships," Anderson says. "New customers are regularly brought to us via the architects and interior designers. These events make it easy to deepen our relationships with them, and develop relationships with their customers."

Show up for a Genesis open house, and you'll be treated to a very swanky event, Anderson boasts. You'll find the store filled with expensive liquors, fancy appetizers and decadent desserts. You'll see upbeat caterers walking the showroom serving guests, and bartenders proudly pouring fine red wine. Occasionally, you'll be entertained with an energetic band playing outside. Anderson says Genesis really rolls out the red carpet—literally.

The intent is to make guests feel like stars as they pass through the velvet rope guarding the entrance, suggesting a very exclusive event, Anderson says. "Genesis events are designed to be consistent with the high-quality systems that we design and install."

Along with the open houses that Genesis throws, the company also offers continuing educational seminars, which give architects credit so that they can keep their credentials current each year. Events are held in conjunction with preferred manufacturers, and coming up this quarter is a training event that Genesis is organizing in conjunction with Rockleigh, New Jersey-based Crestron Electronics Inc.

The initial approaches taken by Genesis at working with architects and interior designers have proved to be very successful. But there are many ways to conduct these events, and they can be tailored to match your budget and your ultimate sales goals. Most importantly, just as most dealers distinguish themselves either as custom or tract builders, architects and/or interior designers, they also employ their own unique strategy, which is designed to work with their own specific type of customer.

Using a Three-Prong Approach

"We take a different approach to working with the tract builder," says Greg Simmons, vice president and co-owner of Eagle Sentry, a leader in the production home market. "We implement a multi-facet strategy that incorporates the use of our showroom, their model homes and their off-site options centers."

Eagle Sentry uses their showroom to conduct training for local builders and their entire staff. This includes construction, purchasing and sales personnel. This two-hour program includes a detailed explanation of electronics, such as distributed audio, and the entire installation process—from pre-wire to patchwork. Eagle Sentry's staff is trained to teach the course, which is offered every one to two months.

The company also hosts a wine-tasting party for builders, architects and interior designers. "Many times the builder, architect and interior designer will bring their customers in. However, we're aware that some architects and interior designers do not want to be in the same room with their competition. So in these cases, we arrange for private demonstrations. This solution works every time," Simmons says.

When Eagle Sentry hosts an event, they partner with primary manufacturers that they buy from. "We have close relationships with our manufacturers, such as SpeakerCraft Inc., and we can always count on them to help operate systems in multiple rooms," Simmons explains.

Off-site showrooms represent another valuable opportunity for Eagle Sentry. Simmons says, "We partner with the builders by designing a showroom for their model homes. All the electronics are active, and we provide a dedicated person to work with each homebuyer."

Another type of off-site showroom that Eagle Sentry takes advantage of is the builder's design center. That is used when model homes are not available, and once again, all the electronics are active and a dedicated person manages the center.

"The advantage of an off-site showroom is that the builder and homebuyer don't need to travel as far," Simmons says. "A higher percentage of sales comes from these off-site showrooms for two reasons; first, because by default, there are more people going there, and second, they feel Eagle Sentry is more closely tied with the builder."

Helping Designers to Be Demonstrators

Woodland Hills, Calif.-based Wilson Home Theater uses its showroom to work with architects and interior designers in a completely different fashion, according to company president Randy Wilson. The front of his new showroom offers a self-serving technology center designed so that architects and interior designers can provide their customers with demonstrations.

"We have developed close relationships with architects and interior designers not only by educating them on the products, but we also teach ASID-certified classes every couple of months," Wilson says. "We usually have 20 to 30 people at a time. These classes establish us as an authority figure in the marketplace. In addition, we understand the importance of personal relationships. So to get to know them better, we provide wine and cheese after all our classes. This really builds the trust factor."

Another innovative use of a showroom is illustrated by Lee Whedbee, president of Chesapeake, Va.-based Dome's Audio Video Environments. Dome's regularly hosts an event called Dome's Technology Night.

"We divide the store up into different sections, and several manufacturers make 20-minute presentations. We set up chairs in each room, conduct four to five sessions at a time, and then rotate the groups. We make it fun by raffling off products and providing finger foods," Whedbee says.

Whether you are drawn to any of these methods, or you come up with a variation on your own, by sharing your showroom with those that really need it, you'll help the builder, architect and interior designer feel comfortable with technology. You'll lay the groundwork for multiple projects with new partners. You will help builders raise the value of their homes, help architects and interior designers provide greater functionality, and most importantly, help consumers get ideas on a much better place in which to live.

Leslie Stevens is president of Eclipse Marketing in laguna Niguel, CA and is a veteran in the audio/video, builder and security industries. She has extensive experience developing and implementing strategic marketing programs for manufacturers and dealers. Contact her at 949-363-5340 or eclipsemarketing@cox.net.