During an interview about the state of digital signage and retail integration markets, I asked Brock McGinnins of Westbury National for a theory on why many traditional integrators seem to lack a strategy for selling digital signage.
The systems division sales manager for the Toronto-based firm had a solid answer. It involved “underwear,” “plumbers” and made a lot of sense.
The bottom line: For traditional integrators to be successful selling digital signage, they need to think differently. Digital signage customers tend to be less impressed by technology bells and whistles and far more focused on return on investment.
Brock McGinnis, Westbury National, on Rethinking Digital Signage Sales Strategies: