CI Profile: Michael Boettcher, Advanced AV

Mike Boettcher, president of Advanced AV.

Boettcher says integrators need to broaden their sales approach as mobility is changing the business landscape.

Each week we gain more perspective on commercial integration by profiling industry pros.

This week we talk with Michael Boettcher, Advanced AV‘s president.

How did you become involved in commercial integration?
Somewhat of an accidental encounter. I was looking for stability in a growing company with a friendly culture, and just happened to receive a call about an opportunity here. The rest, as they say, is history.

What is something special you bring to your position?
In this industry, we seem to go through very prominent ebbs and flows of business activity, which is mirrored by emotional relationships and interactions among employees. Through many years of development in the services sector, I am able to bring an even keeled perspective to these interactions.  Managing the highs and lows of those emotions helps keep the decision process grounded and the stress level in check. 

Is there a particular book that has inspired the way you approach business?
I wouldn’t say any book in particular, but more like a nugget or two from many different books that have helped along the way. Jim Collins is a popular read with a few different offerings, and the concept of developing decision making from within the organization as opposed to from the top down is a great one. Jack Welch has some interesting discussions on how and where ideas develop, and how to foster those ideas with buy in from the staff. 

Photos: Advanced AV Projects

What business practices can integrators learn from other industries? (e.g. customer service from the 5-star hotel industry)
Not really a shocker, but we need to pay attention to the IT channel and how they bring their services to market. It is a bit of a mind shift as to how an integration project evolves, and is quite different than what we are used to from a facility level. It is funny that you already mentioned customer service and the hotel industry. I recently used a similar example in a company newsletter, which generated lots of reaction internally.  There are many different resorts/hotels/cruise lines/etc. to choose from, so what drives that selection, and what brings you back. The core features are the same, but it is the little things that make the difference. Don’t lose sight of those. 

What’s the biggest business change you see on the horizon, and how might it change the way integrators operate?
Mobility is a major factor right now, from a facility, workforce, and communication standpoint. This is causing a stir in how workspace is designed, where people want to perform their work, and what tools they need to get things done from wherever they are.  IT applications, security, office space, and A/V, to name a few, are all affected by this change.  We as integrators have to broaden our sales approach, and figure out how the things we know best fit into this puzzle.

Explain a business or integration obstacle you have encountered.
Global projects are challenging, not just from a logistical standpoint, but exchange rates, manufacturer requirements, and translation all play a role. And then there is the normal system integration process, and very little room for variances. By creating a collaborative process with the use of multiple software applications, we were able to overcome the communication challenge by providing all parties with up to date information. This allowed the teams to focus on those extra tasks without having to worry about the basics.

Related: Advanced AV Assists Ryan Seacrest Foundation

What is the best piece of advice you’ve received from a fellow CI?
I have been lucky to have such a great network of experience around me, and there are plenty of times that I have called one of them with an off the wall question or situation, or just needed to bounce an idea around. If I had to choose one thing, though, it would be a comment from an owner that told me to trust your instincts, as long as those instincts lack emotion. As people, we let emotions get the best of us when it comes time for hard decisions. If you can strip that away, the process becomes factual, and the results will follow.

What movie most closely reflects your life?
Now that is a tough question. Stand by Me works pretty well. I have maintained friendships with a few of my childhood friends through the years. We still to this day recant situations and stories that happened to us along the way, which helped shape our lives during our most impressionable time.

If you weren’t a CI, what would you be doing?
I have not really given that much thought, but maybe something that would allow me more time on the golf course!