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Why invest in improving your showroom?
B&W Group
In our travels at B&W we see many shapes and sizes of showrooms across the world. Some businesses spend millions of dollars on showrooms, while others do just the basics. Reinvesting in an elective capital expenditure for a business that is making a profit may seem a bit extravagant. Business seems to be ticking along and you are not likely hearing negative comments from clients about your showroom. The truth is, most consumers don’t go out of their way to tell you they don’t feel inspired to purchase from you because of a disappointing presentation, nor will they be aware of what is missing unless they are comparing your showroom to another. But the lack of such feedback doesn’t mean you aren’t losing opportunities.These days, with competition from the internet and “upscale” mass marketers, you need every advantage you can get. Your showroom and demonstration facilities are your silent salespeople. By creating an environment that is attractive, demonstrates performance distinctions and illustrates how audio/video electronics can integrate easily into the home, you provide the opportunity to take a consumer out of a commodity purchase mentality and into the realm of “I didn’t know I could have that. I want it!”
If you are considering remodeling your showroom, one thing we can attest to that makes a difference is having an experienced AV industry expert involved in the process. Spencer Kalker, of ImageCrafters, has made a business of designing showrooms and consulting with dealers who are remodeling or building new showrooms. Spencer has been involved in the A/V and Furniture industries for 30 years and has engineered and executed over 125 successful AV showroom launches in just the last decade. .
Sincerely,
Doug Henderson
Vice President – Sales & Marketing
B&W Group
Specialty Electronics Nationwide
I have known Spencer Kalker for more than 25 years and I think he is the best showroom designer available. He creates environments that turn your facilities into a professional sales tool showcasing the services you offer. You wouldn’t do your taxes yourself, nor should you leave your showroom in less qualified hands. Hire a professional with proven results and design strategies that will help you reap the most from your selling space.Jeannette Howe
Executive Director
Specialty Electronics Nationwide
H&H Lifestyles
Dear Spencer,I wanted to take time to let you know how well received the new showroom has been. I actually had a lady come in and want you to design her new home….but with regards to our daily activities the layered design you did has worked tremendously. We now have an effective showroom selling tool. Each area of the new showroom is an active ingredient to reach our desired goals and objectives to 1-increase the close rate of each sales opportunity and 2- increase the gross dollar amount of each sale closed and ultimately a higher gross profit dollar amount.
We are meeting both of these sales objectives and so, so much more. In a time when the word “recession” is being used more and more in the media it is more important now than ever to differentiate yourself from your competition. We now offer solution selling instead of products and it is a direct result of your showroom design philosophies.
The symbiotic relationships you have created with the flow of the new showroom really make “selling sense” and creates an effective presentation to anyone coming in the store. We still get a lot of just looking comments but their usually in such awe they need a minute to look around and enjoy it. We are getting so many more “first timers” in the showroom it really has been great. I never realized so many people didn’t know who we were! Being in business for over 75 years and you think everybody knows you then they come in and say “this is the best store I have ever been in”. More importantly we sell them… you knew exactly what to do so we would not be a museum but instead an effective merchandiser and solution solver, well done! It is now so easy to scale projects to meet so many different budgets, you really made it very easy and systematic.
Finally, the lighting! I fought you some on this and finally left it in your hands and had faith in you that it would be exactly as you said it would. I think that was the final ingredient to make magic.. You really pulled it all together and created the mood for the showroom and highlighted the key points we are trying to get across and brought importance to the items that need the extra attention… it is a warm and inviting mood all over and high lights to grab attention to bring out another layer…. I have actually had customers use the “layered” word while in the showroom-you should copyright that phrase…
Thanks again for everything and good luck with all future projects…
Trey Brunson
Co-owner
H&H Lifestyles
Brunswick GA
Audio Video Design, Inc
Our experience utilizing Image Crafters as a design consultant at our offices in Mission Viejo, California was an excellent one. Their professional and courteous personnel assisted us in the design of our facility’s unique showroom which continues to generate great feedback from former, current and potential clients in addition to a variety of professionals that we have strategic relationships with.Image Crafters is an extremely high quality design organization. Their creative and talented personnel assisted us in the development of a perfect solution to our needs and presented it in a simplistic fashion.
Image Crafters design work significantly improved the company’s image which resulted in increased business and continuous new opportunities.
I recommend Image Crafters to anyone that has a need for this type of design solution.
Sincerely,
Ty Meyer
President
Audio Video Design, Inc
Additional References:
- Chard Clifford - American Home Cinemas
- John Prince - Atlantic Home Technologies
- John MacIntosh - B&W
- Jeff Zemanek - Lutron
- Joe Atkins - B&W
- Ty Meyers - Audio Video Design
- Vance Pflanz - Pflanz Electronics
- Stuart Snowden - Stuarts Audio
- Deborah Smith - Deborah Smith Group
- Jeannette Howe - Specialty Electronics Nationwide
- Gary Lawson - Century Stereo
- Bob Brown - Tivoli Audio
- Bjorn Dybdahl - Bjorns Audio & Video
