Home Cinema Insight | Demo Masterclass
AWE’s demo
facility is open and
available for demos
Mike Beatty, MD at Pulse Cinemas, argues: “It’s all
about the questions. I am convinced as an industry, we are
not asking enough of them. A client visits and expresses
interest in ‘home cinema,’ what this means to them at this
stage is anyone’s guess. You as a dealer are left with a
choice: do you talk about the best system you’ve currently
put together and have available for demo, or do you ask
how much they have as a budget? Or perhaps you do
ask a few questions, but through fear of them walking out
without making a purchase, you close quickly on what
you have presumed they can afford. With over 20 years
of industry experience, it’s my view that none of these
common approaches are a guarantee for a happy client.”
Mike continues: “So what is the ‘right’ way? Your client
has choices of where to purchase their cinema, so the first
five minutes of talking to you will be a determining factor
in whether they decide to use your company. Before
you ask how much your client has to spend or if they
would like a demo, show the client that you’re an expert
by establishing if they have plans of the room they are
proposing to use. Is it only the cinema that they are
looking to install? Or perhaps this is a new build where
lighting or multi room audio could be introduced.
“If the client does have plans, get to site ASAP and start
to build a rapport and get to understand how your client
wants to use the system and the hurdles that you’ll need to
jump, before they sit down to enjoy what you’ve created.”
Mike adds: “If there aren’t plans and this is a simple
upgrade to an already built room; your work will begin with
knowledge. The size, the layout, restrictions, perhaps the
baby’s bedroom is above, so soundproofing is something
that needs considering. Find out what their priorities are:
film, sport, TV, live music, gaming – you need to know what
they are passionate about. This will also allow you to work
out if a dedicated space or ‘flex cinema’ in a living area
is most appropriate. So it’s key to listen, but also ask the
challenging questions and get the client to consider areas
they may not have thought about.”
All of these areas are crucial, argues Mike, but the one
thing that can really get things over the line, is enthusing
the customer and pull everything together, is to see and
hear a system in action. The company provides just this
opportunity to selected trained and supportive dealer/
installers at its purpose-built facility in Stansted Essex.
Here, Mike says, installers and the Pulse Cinemas team can
offer conclusive Silver, Gold and Platinum options based
on the numerous questions posed.
Mike also adds: “Consider carefully before
discounting the system; leaving profit in the
job of course makes for a healthy company
and days available to calibrate the system
correctly. As a key service our experienced
team joins the installer at the end of the project
to guarantee our products are performing to
their best. This invaluable distributor service
is often overlooked by competitive brands.
Remember; a wealthy client generally only ever
recommends an installer if they’ve exceeded in
every area.
“Whenever possible, hand deliver the
quote and talk through your product decisions;
explain your reasoning behind choosing the
products you have. If you don’t, your client
will only look at the bott