Accessory Selling Basics
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Accessory Selling Basics

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  • We are NOT tricking people. We are simply DOING A BETTER JOB AT ADDING VALUE. The ECONOMIC VALUE ADDED is driven by giving the customer MORE FOR THEIR MONEY. MOST IMPORTANTLY we make sure that we are delivering a solution rather than JUST a product.
  • Giving REASONABLE savings on the desirable and necessary accessories items while preserving the margin on the big ticket unit opens the door for more sales and increased profit

Accessory Selling Basics Accessory Selling Basics Presentation Transcript

  • Accessorize Me!!!
    The KEY to making more money in A/V
  • Why Sell Accessories?
    Increase you contribution margin
    Increase revenue
    If you DON’T your competition WILL
    It’s easy
    It’s necessary
  • Contribution Margin and ASP
    ASP for PROJECTORS will continue to DECLINE in 2011
    Estimated $10 CM loss per unit @ the same CM%
    ASP for FLAT PANEL DISPLAYS will also DECLINE
    $5 CM loss per unit @ the same CM%
    ASP for most accessories has remained FLAT
  • Contribution Margin and ASP
  • Key Categories
    Mounts
    Screens
    Lamps
    Audio
    Cables and Connectivity
    Carts/Racks/Lecterns
    Presentation Remotes
    Signal Management
    Power and Surge Protection
    Service Contracts
  • Products vs. Solutions
    Product = Classroom Projector
    Solution = Getting children to retain more in the classroom and improve test scores
    Computer, Projector, interactive white board, document camera, ceiling mount, cables, ceiling speakers, power amplifier, audio receiver, computer, presentation remote, BluRay disc player, CONTENT, TEACHER
  • Products vs. Solutions
    Product = HDTV for the Living Room
    Solution = Enjoy life size entertainment with theater sound WITHOUT taking up a lot of floor space.
    60 INCH 3D LED TV, flush wall mount, recessed wall kit for cable management, QTY 3 HDMI cables, BluRay player, cable/satellite receiver, 7.1 digital surround sound system, power surge protector, 5 year extended service contract on equipment
  • Discount Merchant vs. Value Merchant
    Most resellers simply CANNOT and SHOULD NOT try to compete with BIG BOX discount merchants on PRICE ALONE
    Discounting product DIMINISHES VALUE
    Providing a complete solution ADDS VALUE
  • DISCOUNT Merchant Pricing Strategy
    Discount
    EXAMPLE – Receive $20 OFF your purchase of Brand X LCD
    Decreased Revenue
    Decreased Margin
    Decreased Service (that $20 needs to be taken from somewhere!)
    No SOLUTION was provided
  • VALUE Merchant Pricing Strategies
    Buying Incentive (non-linear pricing)
    EXAMPLE – Buy Brand X TV and receive $20 OFF your purchase of any accessory item over $100
    Increased Revenue
    Increased Margin
    Increased Service
    We have ADDED VALUE to the sale
    $20 and an accessory to help build the SOLUTION
  • VALUE Merchant Pricing Strategies
    Bundling
    EXAMPLE – Receive over $500 in savings with the XYZ Home Theater Package
    Package Includes
    Brand X LED HDTV
    Brand Y 5.1 Surround Sound System
    3 HDMI Cables
    Wall Mount
    Recessed wall cable management kit
    5 year service contract
    Power surge protector
    Increased revenue
    Increased margin
    We have ADDED VALUE ($500) and provided a COMPLETE SOLUTION
  • I’m a PRO AV Integrator/Contractor…
    Why do I NEED to keep accessories stocked on my trucks and/or in my warehouse?
    REDUCE truck rolls
    REDUCE INSTALLATION TIME by gaining learning curve benefits from go-to products
    NEVER lose a sale to your competition (ie. BEST BUY) because you didn’t OFFER and/or HAVE the NECESSARY accessory item required to complete the solution
    If you DON’T stock it – you WON’T “sell” it
  • Stampede Can Help
    The BEST Sales Team in A/V Distribution
    Accessory Product Mix Consultation
    Represents Over 100 ACCESSORY Vendors
    Marketing and advertising support - BBOAV
    Special programs and incentives (vary by vendor)
    MUSTANG Inventory Management Program