Commercial Integrator March 2021 - 13

3. Services R Us
Hardware devices are the tools of commercial
AV, but it is the ancillary support
services provided by the integrator that
ultimately determine project profitability.
Commercial AV is all about adding value
beyond a given piece of equipment.
Services become the differentiator in a sale.
In a highly competitive environment, there
is a natural inclination to give away (or at
the least heavily discount) services to win
the business, but this path is fraught with
business danger in the form of reduced (or
non-existent) profit. Remember, profit is not
a dirty word!
The list of services includes but is not
limited to the following:
Design
› AV design is the intellectual property
of the commercial AV integrator. This
includes a needs analysis, site survey,
and product selection, all combined in
a final design that will work as a finely
tuned system.
Project management
› Project management is the conversion
of a design into reality. This process
involves logistics and oversight while
keeping things on time and on budget
for both the commercial AV integrator
and end user.
Installation/integration
› Installation is all about craftsmanship,
reliability, serviceability, and pride in
the installed system for the client.
Training
› Training translates the design and integration
into the vernacular of those that
use the system and the technologies.
Maintenance contracts
› This is a recurring revenue stream for
the commercial AV integrator, but it
also protects the end user's investment
and keeps them in contact with those
who did the original project.
Managed services
› Many times, a company is not able
to manage all their systems in-house.
Managed services are outsourced to
commercialintegrator.com
the commercial AV integrators who has
the experience and resources to monitor
and manage things at a prescribed
level of performance.
4. Understand the Need for Support
The foundation of commercial AV is built
around support. If we look at the hardware
we sell and the services we just mentioned,
need for support is the commonality. In our
world, it is not if but when a problem arises
and how that problem is solved that determines
success or failure. The success or
failure of support may be limited to a single
instance, affect a specific project, or even
an entire relationship with a client.
There must be a formalized internal
support structure. This includes each department
in a company including executive
management, operations, marketing, sales,
design/engineering, and integration.
When the dark rain clouds appear, and
they will at some point, who is responsible
for the umbrella and raincoats? Is there an
escalation plan? Who makes the decision?
Internal support prevents passing the buck.
While a commercial AV company must
have an internal support structure plan, it is
5. Understand Continuing Education
In commercial AV, the only constant is
change. What you learned only two short
years ago probably has evolved. Technologies
seem to have a six-month to eighteen-month
lifecycle. Change may be in the
form of hardware, firmware, or software.
What we do know for sure is that things will
change. We also know that to be relevant
to our clients, we need to change along
with the technologies.
This is where continuing education
comes into focus. We need to continuously
learn in order to keep abreast of
changes and trends. It is our responsibility
to learn but it is the industry associations,
vendors, and distributors we work with
who need to provide those opportunities
and resources.
One truism in the world of business is
especially true to commercial AV: If you
fail to plan, you plan to fail. Our motto
should be that failure is not an option. If we
understand the business, the technologies,
services, and support, as well as the need
for continuing education then we will be
prepared for and can expect success.
Yes, this will take time. This won't, and
If each area of our inegration firm is continually in
the process of learning, then the aggregate total of
knowledge residing in the company will make our
companies as strong as they can be, and clients will notice.
equally important to have external support
resources. This support resides with the
vendors that a company works with and
the distributors where they buy their products.
The level and quality of their support
can determine success or failure and it
varies by vendor and distributor so do your
homework.
Our final topic regarding support is
outsourced services. While some large
commercial AV companies may have all the
resources they need under their own roof,
many integrators may not. Understand what
is necessary to have in-house and what
may be more practical and economical to
outsource. You can still offer a full menu of
services and support, but some elements
should be outsourced. The key is to select
and vet those outsourced service providers
up front.
can't, be a case of instant gratification
where we spend a few hours and emerge
with all we need to know. What we are
talking about is making a commitment to
learn and understand. It will be a matter of
milestones in a continuing journey.
Most will select an area of expertise and
specialize but for all of us involved in this
industry we need to have a solid general
overview of what is involved. Understanding
the possible means we need to
understand the current state of affairs. By
understanding these five things we will add
value beyond the confines of the products
we sell and gratify the expectations of our
clients.
Alan C. Brawn, CTS, ISF, ISF-C,
DSCE, DSDE, DCME, is the
principal of Brawn Consulting.
MARCH 2021 Commercial Integrator
13
http://www.commercialintegrator.com

Commercial Integrator March 2021

Table of Contents for the Digital Edition of Commercial Integrator March 2021

Commercial Integrator March 2021 - Cover1
Commercial Integrator March 2021 - Cover2
Commercial Integrator March 2021 - 1
Commercial Integrator March 2021 - 2
Commercial Integrator March 2021 - 3
Commercial Integrator March 2021 - 4
Commercial Integrator March 2021 - 5
Commercial Integrator March 2021 - 6
Commercial Integrator March 2021 - 7
Commercial Integrator March 2021 - 8
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Commercial Integrator March 2021 - Cover3
Commercial Integrator March 2021 - Cover4
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