CEA High End Audio Board Releases Guide to Performance-Based Selling

The Consumer Electronics Association (CEA) High End Audio Board today announced the availability of its “It’s All About The Performance” demonstration guide. The publication, which offers eight rules of performance based selling, is available at www.CE.org/performance.

Geared towards high-end audio dealers and their sales force, the “It’s All About the Performance” publication provides ideas and recommendations for enhancing the high-end audio customer experience. The guide reinforces the eight golden rules of performance-based selling: (1) Get right to the demo; (2) Set the stage, set the mood; (3) Script the demo; (4) Sweat the details; (5) Practice, practice, practice; (6) Simplify the demonstration; (7) If it doesn’t perform better, it isn’t better and (8) Performance is defined by the customer.

“Specialty retailers who can effectively demonstrate performance have a distinct advantage,” said Gary Warzin, chairman of the CEA High End Audio Board and president and CEO of Audiophile Systems, Ltd. “A convincing demonstration of great performance establishes credibility and authority, weakens the competition and builds the emotional excitement that is essential to closing sales. Our plan is to make this a living document that can be updated with relevant ideas on an ongoing basis.”

CEA’s High End Audio Board is comprised of executives from specialty audio companies, including Thiel Audio, Audiophile Systems, Ltd., Martin-Logan, Ltd., Conrad-Johnson Design, Parasound Products and Krell. The board’s mission is to promote the high-end audio concept and community. Information on the board can be found online at www.CE.org, the definitive source for information about the consumer electronics industry.

CEA also sponsors and manages the International CES – Defining Technology’s Future. All profits from CES are reinvested into industry services, including technical training and education, industry promotion, engineering standards development, market research and legislative advocacy.