Monday, May 20, 2013 - 10:51am
Lighting demonstrations are usually framed within the simple context of a “selling tool”, but the real power of a nighttime lighting presentation is the person-to-person customer interaction.
People buy from people. Your clients do not choose you just because you have the lowest bid on paper or because you have a nice website or because you drive a nice truck. Your clients choose you because of you.
People buy from people they like and people they trust. If you are sitting down at your clients’ kitchen table trying to explain with words what lighting can do for your client and showing them pretty pictures of other peoples’ projects and talking about dramatic effects and the costs associated with lighting they might be interested. But, if you set up a temporary lighting demonstration and immediately show your clients the impact of landscape lighting on their property, they can understand very quickly the impact a good lighting design and installation will have on the function and ambiance of their outdoor spaces.
Lighting demos are not just a sales tool but also a design, education, and most importantly a relationship building tool. Building rapport with your customers, responding directly and immediately to their questions and providing over-the-top customer service is the biggest impact of presenting a nighttime lighting demo. If you do not build rapport with your customer, if you are not able to show your clients the value that a dramatic lighting system can have they will only be able to make their decisions based on price.
Lighting demonstrations immediately transform your client’s outdoor space: One night there are no lights, The next night you deliver an enchanting illuminated landscape. Not only is a lighting demo a selling tool, but it provides the flexibility of immediately responding to your customer’s varied tastes to provide the personalization to make a dramatic impact on your proposal. Now your clients like you, they trust you, they understand quickly that you are an expert in landscape lighting and they will buy from you. People buy from people.
Lighting Demos Equal Lighting Sales! A few ideas for a great lighting demo:
- Have something to light! Make sure that the property is ready for a demonstration
- Take your clients a bottle of wine to enhance the mood and drama of the evening
- If you are selling the flexibility and customization of zoning control, have your lighting demo kit set up with the control system – demo what you sell and you will sell what you demo
- Ask great questions of your clients and get great answers
