consumer electronics television
Seeing is believing
The vast product choice and the complexity of television technology leaves many customers totally baffled. This is an opportunity for the independent retailer to demonstrate their expertise while guiding customers towards the products that will meet their needs. With margins at an all-time low on consumer electronics, it is imperative that businesses look at the accessories market.
Flat display
Anyone buying a new television today will almost invariably select a flat display television. Consumers like the stylish design and space- saving features of flat display televisions, so selling the benefits of these products is relatively straightforward. What isn’t quite so simple is helping consumers decide what type of flat display television they want.
Sales Tips ✔ ✔
The key is to demonstrate TV features and picture quality wherever possible.
When selling a flat display TV, focus on the features and not the different technologies.
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There are three main types of flat display TVs available today: LCD, plasma and LED. The last type is essentially an LCD TV with an LED (light emitting diode) backlight. It’s important that when selling a flat display TV set to a customer, that less emphasis is placed on the underlying technology, than on the benefits it brings. In terms of picture quality and life expectancy, there is little to choose between plasma and LCD. However, there are some features that could help customers decide what flat display TV system best suits their needs. Plasma, for example, offers a more competitive price when it comes to large screen sizes, while LCD offers a wider range of screen sizes. LED sets are ultra-thin and are more energy efficient than standard LCD TVs, although there is a price premium for this technology. Rather than seeing them as competing technologies, plasma, LCD and LED should be presented as offering different means to the same end – acquiring a stylish, slim television with superb picture quality. Some people prefer the ‘look’ of a plasma TV picture while others like LCD images better, so allowing customers to view to similarly-sized screens will help them decide which they prefer. It’s worth asking consumers where they plan to put
Digital TV is about greater choice, so be sure to let the customer know what each digital TV service offers – and how they can get it.
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Remind customers that they will need a digital TV recorder if they want a flexible recording option.
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Always use the best picture source possible, especially when demonstrating HDTV.
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Remember the rule of three when selling 3DTV – a 3D ready TV, 3D source and 3D glasses.
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Focus on the features and benefits of Smart TV and don’t get bogged down with technology.
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Remember that there is scope for selling TV accessories, such as HDMI cables, cabinets, and additional 3D glasses.
IndependentElectricalRetailer 24 SalesTrainingGuide12
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