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WHEN KNOWLEDGE IS THE ENEMY

AS A CONTRACTOR, is it possible to know too much? Can having too much experience and knowledge about installed sound actually become a problem? I believe

WHEN KNOWLEDGE IS THE ENEMY

Oct 1, 2001 12:00 PM,
By BRAD LUNDE

AS A CONTRACTOR, is it possible to know too much? Can having too much experience and knowledge about installed sound actually become a problem? I believe that it can if all that extensive, hard-earned knowledge affects the way we communicate with our customers. Sometimes we love our business so much and know it so well that we slip into “tech talk” a little too readily, and the fact that our customers often feign comprehension to avoid looking dumb perpetuates the problem.

In the end, it’s the customer’s true understanding that becomes the foundation of a working relationship and a successful sale and installation. The only important information in the customers’ eyes answers the fundamental question “How will the system perform?”

The prospect of evaluating a sound system or a contractor often intimidates customers. Our scientific knowledge, based on years of experience and learning, is a foreign language to most people. Indeed, many customers may feel downright scared by tech talk, trying desperately to hide how lost and confused they are! A contractor who uses arcane technical terms and mysterious brand names in a presentation is most likely failing to communicate. In spite of nods and grunts, the customer may well be feeling more and more alienated at each specification or detail.

That’s because the subtext of tech talk is that the speaker is savvy enough to understand and use such jargon. All the details establish the contractor’s genius, but the customer probably feels lost in a jungle of electronics and acoustics, and at the full mercy of the contractor. In such a situation, the customer needs a guide, and he or she will always choose a trustworthy one over a tech-savvy genius who confuses them with the gory details.

WHAT WINS A CLIENT?

Assuming your prospective clients won’t be reading a treatise on installed sound systems or taking classes in electro-acoustics (a pretty safe assumption), they’ll make decisions based on non-technical factors. Since they don’t know if your tech talk is a sign of expertise or the ramblings of a madman, they will base their decisions mainly on the following factors.

  • Rapport with at least one member of the contractor’s organization sets the foundation for a good relationship.
  • Third-party testimonials, letters of recommendation and referrals will let the customer know how good the systems you install sound. They’ll also emphasize how comforting it is to work with you. Testimonials, recommendations, and referrals will not mention anything about SPL specs or crossover frequencies.
  • Presentation materials such as step-by-step photos of previous installations similar to the one under consideration show the prospective client what the quoted price will buy.

Communication should always engender trust and understanding, not awe or confusion. Proposals that qualitatively focus on final system performance and that eschew technical details (unless specifically asked) will almost always outsell nitty-gritty proposals. Objectively highlight the positive differences between your company and your competitors. Beyond obvious technical prowess, what sets your company apart? Whether it’s superior service, emphasis on client relations, the best prices or top-notch materials, sell that aspect. Finally, understanding and answering a client’s questions and recognizing and removing any fear or trepidation will go a long way towards securing jobs, generating goodwill and winning additional jobs. Tech talk is seldom a part of that equation.

Brad Lunde is president of Transamerica Audio Group, Contact him at [email protected].

Line Out is a new monthly forum for audio and video contracting professionals to share their viewpoints on industry topics. We welcome contributions to this space. Submit manu-scripts of 750 words to: Line Out, S&VC, 6400 Hollis Street, Suite 12, Emeryville, CA 94608. Include a daytime phone. We’ll contact you if we choose to run your submission.

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