Design Centers: Key Tool for Sales of Lighting/Home Control

Citing the proverb “Seeing is believing,” David A. Bruce, Eastern Region Sales Manager for Square D/Clipsal, believes showrooms provide a critical tool to systems integrators, electrical contractors and retailers interested in promoting automated lighting controls to their customers.

Why is this successful? “You are competing for precious upgrade dollars and promoting technical products with a higher leaning curve, which leads to higher resistance,” Bruce says. “By building a design center, you are taking the customer into your environment where you control the variables. If you educate on the value, it translates into you being the expert, which results in sales.”

But the first step, says Bruce, is to avoid the term “showroom.” It’s a passive term, implying nothing more than “showing” products. He recommends using a term such as “design center” or “experience center,” which more precisely describe the additional value being provided.

David Bruce

Then build the facility and create a design center experience:

Know your budget prior to construction. If you are working with a leasing company, leverage your lease to obtain a credit on your build out. Another idea, he adds, is to offset overall costs by featuring products from complementary product manufacturers and asking them if you can display their products in your facility in exchange for cost concessions.

“Usually, a manufacturer will work with you on the cost of the products if you are displaying them,” he points out.

Know the space. “Remember that maximum use of space is better than maximum space,” says Bruce. “If you can’t fill the space adequately, it can work against you.”

Additionally, it is best to separate your sales area from your design area to eliminate customer confusion and draw the customer into and help them focus on the design experience. Always keep your display area fresh, updated and clean, Bruce recommends, as a lack of good housekeeping can sell against you.

Know the area. The facility’s location, as in “location, location, location,” is considered a key predictor of retail sales. Locate the facility near your target market.

“To drive walk-in business,” Bruce adds, “locate your facility in a place that feeds off of complementary businesses.”

Know your market. What market are you targeting, and what will you offer that will make you different?

“Not all customers are the same; script your customer presentation and value proposition differently for maximum appeal to each specific audience,” Bruce advises. “For example, the woman of the house or a designer might be focused on aesthetics and convenience, while the husband may be more concerned with functionality and technical aspects. Find always to show both.”

Finally, maintain flexible hours, including weekend availability if scheduled in advance. Not all potential customers are available during regular business hours. Extra effort = sales.

Know your products, but know your solutions first. When it comes to lighting control, Bruce says, think CASH: Convenience, Aesthetics, Security and High Energy Savings. Emphasize these concepts in your scripting.

“Sell solutions, not products,” he advises. “Connect the dots by incorporating natural surroundings and lifestyle elements. Create the ‘wow’ factor. Design in before/after scenarios to show extremes. If your customers don’t have a point of reference, it is difficult for them to easily see the value. If you catch yourself selling, stop and get back to helping.”

Gary Meshberg, Controls Business Development Manager for Lightolier Controls, recommends creating rooms that provide visual impact—kitchen, master bedroom, home theater—and program scenarios into a keypad, easily recallable by all design center staff, to show solutions (CASH) and simplicity of use.

“Have the customer interact with the controls,” he says. “Have them recall scenes, adjust the lighting, use touch-screens and become comfortable with the system. Be sure to demonstrate the fade rate, which really sets systems apart from typical wall dimmers. Users can experience the softness and elegance.”

He adds that each scenario should emphasize “CAS” but not neglect to tell the story of “H”—high energy efficiency—as sustainability is increasing in importance to consumers and lighting controls can both save energy while extending light bulb life. In fact, during the demonstration, energy savings and additional bulb life should be quantified for the customer.

Know your alternatives. If you can’t afford to build a design center, try to partner with builders and demonstrate your offer in model home[s] or partner with manufacturers that may offer local design center support.

Square D/Clipsal’s Design Center in Orlando is essentially a custom home with a foyer, living room, bedroom, bathroom, kitchen and home theater within a retail space. The lighting layout was designed to show before/after scenarios, the “wow” factor and a “Disney” effect. Since its opening in 2006, the Design Center has received hundreds of customers and has attained a 90+% opportunity conversion rate, according to Bruce.

Here, we see the living room lighted by standard 6-in. residential down lights in a fairly conventional design. Some light is placed on the mantle above the fireplace, drawing our attention, but otherwise the space has no focal points and the downlights are very bright, calling undue attention to themselves. In some scenarios, dimming can mitigate bad design, particularly glare.

The below design features decorative lighting and Juno Lighting Aculux® 4-in. magnetic low-voltage light fixtures with 50W MR16 bulbs. The lighting is layered, with the general ceiling lights softer, while perimeter lights place light on artwork on the walls and drapes. Aimable downlights create another, stronger, focal point at the fireplace. These layers are pulled together via a Square D/Clipsal lighting control system enabling the homeowners to control single loads and/or access multiple scenes.

Note, however, that the customer is provided best practices in lighting design before controls are even mentioned. While discussing and highlighting the functionality of the lighting control system, says Bruce, explain the concept of the system by using various scenarios—e.g., would you like to turn off all your lights before bedtime? Would you like to turn on all your lights from your bed if you hear an alarming noise in the house? Sell “CASH,” and tailor your presentation to your audience.

At the Square D/Clipsal Design Center, the presentation ends in the home theater room, where lighting controls contribute to a true movie theater experience.

< Return to Learning Center