The launch of Best Buy Commercial Integration isn’t a good thing for commercial integrators.

Just ask residential CE pros, many of whom have been forced to battle the big-box store’s Geek Squad IT and audio/video installation services.

Just ask Tweeter, the hybrid specialty retailer and residential integrator that spiraled into an identity crisis once it realized Best Buy was chipping away at its business.

But commercial integrators can view the glass as half full.

Any integrator that takes the time to read Commercial Integrator most likely takes a lot of pride in its services and solutions. Presumably, every CI has full confidence that they can serve their clients better than Best Buy Commercial Integration can.

Now is the time to figure out how to articulate that to prospective clients.

Most commercial integrators—89 percent, according to the CI State of the Industry Report—admit that they aren’t good enough at marketing. Meanwhile, most—79 percent—say they need to improve bid presentation.

CIs are already competing on price against various “trunkslammers.” With Best Buy firmly entering the arena, it’s yet another reason to improve marketing and bid presentation.

Here are a few tips:

Tout Certification— In a recent job posting for a position in its Commercial Integration division, Best Buy Magnolia seeks a technician with “CEDIA or like certification.” Savvy CIs should be able to sell the benefits of InfoComm CTS certification.

Demonstrate Design, Engineering— CIs should look for opportunities to explain how their strategic and systematic approach to design and engineering will be reflected in projects.

Ask Questions— A great way for CIs to demonstrate that they don’t provide cookie-cutter solutions, is to ask detailed questions about project goals. Clients will understand that a customized solution is in the works.

Create Killer Proposal Documents— This tip came from the late Randy Vaughan, who used to cover bids and proposals under NSCA University’s curriculum. A well thought-out letter can delve deep into a company’s qualifications, legacy, describe success stories and paint a picture of how that experience will benefit the prospective client.

Explain Costs in Detail— It’s quite possible that a CI’s proposal will have a higher price tag than competing bids from a “trunkslammer” or Best Buy. Most commercial clients know there’s no such thing as a free lunch, so taking the time to explain the value associated with each and every cost goes a long way.

Hire a Writer— OK, CIs don’t necessarily have to contract a copywriter to write proposals, but it’s important to recognize those within the organization that possess strong communication skills and let them make your company’s case.

Say what you want about Best Buy, but the company knows how to market. Commercial integrators should be up for the challenge, because what they lack in marketing budgets they make for in project value and service.

It’s time to make that case.

About the author

Tom LeBlanc - Editor-in-Chief, CI, Tom

Tom has been covering electronics integration since 2003. Prior to being named editor-in-chief of CI, he was senior writer and managing editor of CE Pro. Before that, he wrote for the sports department of the Boston Herald. Migrating to magazines, he was a staff editor for a golf publication and an outdoor sports publication. Follow him on Twitter @leblanctom.

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