5 mins - June 2025
Here: Barry Sheldrick, Director of Sales at DbM, gives his tips on mastering the art of sales.
In the competitive smart home industry, success doesn't just happen by chance. It's the result of strategic selling techniques and a deep understanding of the products and services being offered. As integrators navigate this landscape, they must leverage every tool at their disposal to drive success and exceed client expectations.
The foundation of successful selling begins with a thorough understanding of the products being installed. Integrators must invest time and effort into familiarising themselves with the features, benefits and specifications of each product with which they install. This deep product knowledge not only instils confidence in clients but also enables integrators to effectively address client questions and concerns.
You can’t beat a hands-on demo when you are trying to sell a system to a client. If you are going to buy a new car, you go out for a test drive. Or when you plan to buy a new bed, you lie on it to check that it is comfortable. It is no different with a smart home system – clients want an experience to truly understand what they will be getting if they agree to the solution that is being sold to them.
DbM offers a number of different ways to demonstrate: at any of our demonstration facilities in Huntingdon, Leicester or Kortrijk in Belgium - or at your client's home with our mobile demonstration systems. “One of the most satisfying parts of my job is when I am hosting a demonstration and the first thing that I get is an expletive, or a rolling up of the sleeve to show goosebumps. For me, the best-selling techniques come from a place of enthusiasm”.
The old phrase of ‘two ears and one mouth, use them in that ratio’ is never truer. Give your clients time and space to talk. Don’t think you already know the answer before they finish talking - let them fully finish. When they have finished, don’t assume that it is now time for you to respond with an answer; this is the time to ask more questions so that you can really build a picture of what their vision might be. Taking time to understand what they are trying to achieve will make your presentation of the solution back to them appear so much better resolved, thought out and considered. Listening is essential and shows you want to completely understand what they desire.
One of the most significant selling techniques for integrators is to be unapologetic about the price of the products that they offer. Integrators must recognise and adopt the mindset that the products they are selling are worth their price, because they are! The engineering behind these products backs up the purchase, with a level of design, quality, performance and engineering that is unmatched. While it may be tempting to seek more affordable alternatives, integrators must convey to clients that they get what they pay for and, in most cases, sacrificing price means sacrificing the overall experience.
No other premium service or product provider will be sorry that the products they sell come at a price. Hand-wringing Bugatti and Koenigsegg sales agents who are uncomfortable with how much their cars cost simply do not exist; be confident in the experience that you can deliver.
Integrators should leverage the reputation that their suppliers have built over the years to strengthen their sales efforts. With a track record of delivering high-quality products and services, DbM has earned the trust and confidence of customers throughout the UK. Integrators can capitalise on this reputation to instil confidence in their clients and close sales more effectively.
Our team are very comfortable in supporting you with the sales process. Feel free to make use of the team when presenting or demonstrating to your clients; they have lots of experience and confidence to help you explain the benefits.
Design services are a valuable resource for integrators, providing a comprehensive resource that outlines layout, installation requirements and more. The documentation our Design & Specification Service produces serves as both a sales tool and a pre-installation guide, streamlining the installation process and ensuring a seamless experience for both integrators and clients. By leveraging these tools, integrators can differentiate themselves in the market and deliver exceptional results to their clients.
Another powerful selling technique for integrators is to showcase success stories through case studies; something that DbM regularly does for our customers. These case studies serve as tangible evidence of the integrator's expertise and the value they bring to their clients. Additionally, being featured in publications such as 'The Pinnacle of Image and Sound,' a dedicated DbM magazine, provides a visual presentation of success and further enhances the credibility and visibility of integrators.
Mastering sales techniques is essential for integrators looking to thrive in the smart home industry. By knowing and understanding their products, leveraging resources like DbM's Design & Specification Service, and confidently communicating the value of their offerings, integrators can differentiate themselves from the competition and drive success in their business. With the right approach, integrators can build lasting relationships with their clients and achieve new heights of success in the industry.