With more and more companies entering the commercial space, such as Best Buy, it is more important than ever for integrators to ensure they are doing everything possible to set themselves apart from the competition.

How can this be done?

Sure there are a variety of marketing techniques that can be deployed, but we should also take a closer look at the terms we use every day when speaking with clients.

Not mixing up the terms control and automation, for example, can make a huge difference when we market ourselves and can help us maintain our value as an industry.

Click here for 5 Misused Terms Costing You Money.

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About the author

Mark Coxon

Mark started his technology career at IBM in 2000 before migrating into AV integration in early 2002. He currently works at Orange ProAV, a division of Mad Systems Inc., where he helped the company transition from the niche Museum marketplace to the corporate, education, government, and retail markets. Mark lives in Orange County with Lesley, his wife of 11 years and his 3 children.

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