As Bose can teach business AV how to sell more systems to more profit-Home Theater review

How an audiophile and professional AV, I'm not really a fan of speakers Bose, nor I have ever been in my career of consumer electronics for 20 years. With its massive market share and Engineering Department, well funded, I don't understand why they voice their speakers the way they do-but even his detractors more enthusiasts have to admit that Dr. Bose and his team really know how to sell speakers. I have always said that the most impressive element of Bose is its ability to market on almost all channels-so I'm a fan of business marketing.

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See how other AV companies now are rushing to get in big box stores, warehouse stores, stores Apple and online retailers. Bose is already there and already dominant. And Bose have a dozen other channels they skimmed millions of dollars in sales per year, including newspaper ads, print door-to-door, TV infomercials and beyond. They may be the single best multichannel marketing company in the American economy – not just the consumer electronics business.

There is a new place that Bose is leading the way, which is like a finely tuned audio and video retailer. A lot of ink goes to Apple for their massively profitable Apple stores and uber-cool but Bose quietly makes that Costco, target, Wal-mart, Best Buy and unfortunately, many brick and mortar shops specialty AV cannot do-Bose makes a hell of a demonstration of audio-video in the store. Walk into any Mall or local output with a Bose store and simply walk to the store near the home theater demo. Won't take 30 seconds until a well-trained salesman will invite you in and show him your best demo.

The demo is to-the-point, dynamic and well designed. It highlights the strength of its products and drive systems, leaving the weaknesses away from his conscience. More importantly, anyone with a pulse Gets the show if they don't go near the theatre. Even if a consumer couldn't buy a interconnections in the system-start demo so they can tell their friends that Bose is best. And who can blame them for spreading the good news, after being treated so well at the store Bose? More than a manufacturing Executive AV high-level has experienced this level of experience in sales and was left the same way that I was FASCINATED by the ability to sell the value of production of the demo and I-care-to-make-a-sale enthusiasm that you can't in big box stores.

Realistically, I don't think you can expect to get this level of experience in sales and demonstration of AV in Costco like they don't really "sell" anything-they just allow consumers marries discount items that are pre-sold by online publications (like this one and many others) TV, magazines, and other establishments including other retailers. Ironically, if you were a consumer simply buy in price, there is best HDTVs sold on the Internet than Costco, Wal-mart and Target. However the convenience of simply dragging home a new set have some appeal to some consumers. For about 10%, there is probably more a local store that can deliver and setup of HDTV for you in your home, can offer a better guarantee, and possibly a better demo. Ask them what they can do for you on well-known players and would not be surprised to see them offer a good package to win your business. Many specialty shops in California are offering to recycle old CRTs and other sets for consumers who buy a new set. Others offer ISF video calibration for HDTV sets in little or no additional cost. Depending on your needs-it is good to be treated as a customer purchases locally and looking for performance and value.

Read more about what makes Bose on page 2.

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