The market for video walls is growing rapidly, but many potential customers are still a bit wary about the upfront investment. Larger video wall projects can easily run more than $10,000; and while the price of digital screens has fallen over the last few years, video wall processors still represent a significant portion of the overall investment.
Since the processor is like the “brains” of a video wall system, it’s a bit of a behind-the-scenes device. Your opportunity as a value-added reseller (VAR) is to demonstrate the value of the processor to the overall video wall and make the investment feel worthwhile. Here are a few tips to get started:
1. Start with the basics.
Never assume that your customers already know the ins and outs of how video wall systems work. Ask a few preliminary questions to gauge their knowledge, and be ready to explain the technology, in laymen’s terms, to those who are completely new to the field.
2. Explain the best features for each individual customer.
Each video wall customer is going to be at least somewhat unique. They might have different budgets, very specific goals or new facility challenges that you’ve never encountered before. So when you’re preparing your sales pitch, be sure to treat each new customer as a completely distinct project—rather than simply a “re-do” of an earlier video wall install.
With all that in mind, talk to each customer about how their video wall processor will meet their individual needs, through content, scheduling, flexibility, remote access, etc. Many customers will prioritize different features, so take some time to truly understand what they’re looking for, and you can cater your pitch accordingly.
3. Show and tell.
Nothing beats the impact and understanding that come from seeing video wall technology in action. You can explain it all day, but many customers need to actually see an example of what’s possible to truly wrap their heads around the concept.
If possible, take your customers to see examples of successful video walls in person (at the airport, mall, corporate offices, etc.). When this isn’t feasible, be sure to have a demo that you can play during your sales pitch; this will help customers of all experience levels get excited about their own possibilities.
4. When appropriate, upsell.
Feel free to jump into some of the higher-end processor options with those customers you think would benefit. Today’s video wall processors come with a wide range of features and capabilities—some enabling touchscreen interfaces, social media integration, advanced display options and more. There are also 4K processors to go along with 4K screens, perfect for customers who list very high-resolution as one of their top priorities.
Just be careful to avoid overwhelming any of your smaller customers with talk of advanced (and often pricier) processor options. Be aware of the customer’s end goals, and what features will get them there. If a particular project isn’t the right fit today for 4K, touchscreens or other high-end options, you can always work with them on an upgrade a few years down the road.
What are some of your favorite methods for selling video wall processors, or pro AV products in general? Have you seen an increase in interest around video walls over the last year or so?