This is the second part in a series about getting started in digital signage for ProAV dealers. Read the first part on our website here.
In our initial installment, we began by discussing some of the technical considerations, and the need to partner with the right technology vendors. While that’s a large subject that we’ll revisit again, even more important is learning how to effectively sell the end product.
What Dave Haynes, digital signage expert, pundit, and owner of Sixteen:Nine hears over and over from people who are on the vendor side is that when working with the AV channel, education is the huge issue. “It’s not so much a question of training with regard to ‘How do we do this?’”, he says. “It’s more to do with ‘How do we sell this?’”
Haynes’ point is that rather than lacking technical know-how, AV integrators need to learn how to frame the business opportunity, and express to prospective clients the value of digital signage and its applications, such as sales, awareness, and safety. The bottom line, says Haynes is what can be done with it that will generate real ROI, both for the dealer, and for their client.