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LET'S DEMONSTRATE!
by
Dale Cripps
__________________________________
"When a retailer gives a poor demonstration it is
no surprise that the prospect shrugs his shoulders and walks away unsold."
______________________
This article was
sparked by the email below.
There are retailers doing exemplary work in demonstrating HDTV. They
understand their critical role in the transition. They understand the importance of a
demonstration in the selling process. they go to great pains. They are rewarded. But a few
good examples cannot compensate for those who do not do such a good job.
Let me say with emphasis: It is impossible to overstate the importance
of the retail function in the transition to HDTV. Without appealing
demonstrations a buyer-prospect for HDTV is lost. They just don't 'get it' from reading
alone. They cannot learn enough about the experience HDTV offers from a standard
television advertisement nor from a print ad. All the perception of what HDTV is and means
comes either from the owners of HD showing it or from a retail setting.
It's the modern move...
Moving to HDTV coincides with other advancements. It is widely recognized that we are
in the throws of the most profound revolution in history. It is so great that it is
all-but impossible to get one's arms around it. It is moving on all frontiers driven by
huge LEAPS in technology from within all of the scientific disciplines. We are approaching
the time when the integration of all of these advances is to be fashioned into an entirely
new culture for tomorrow. HDTV itself harnesses all what science has heaped up. These
things blossoming from every sector will make a world as different tomorrow as it is today
from the stone age. There is no way of escaping it. Once the wheel turned we rolled as far
as we could away from the cave. Every attempt to get us back in them is being orchestrated
by cell phones and the internet! Once the printing press was turning civilization began
publishing its way out of dark and fear-producing ignorance. Now we venture into a time of
the nano-wheel and chemicals so complex they promise endless and benign emotional and
mental well being. We will not likely stop this revolution and so it must be embraced. The
best that we citizens can do is take a good look at what is coming and do as we have
always; make an informed choice and adapt. We adapt best to what is made familiar and most
pleasing. I have always seen HDTV as a keen eye looking out ahead so that a cultural
collision between the present and future is mitigated, if not averted. Some of that clash
can be seen in the war clouds forming around the world today. Some of the mitigation is
being felt from the clarity of those foreign reports on HDNet. We see our enemies, not
distantly on scratched film or hazily in degraded video, but so clear as to see our foes
as like us, or, when different, clearly so. Our nation has taken the side of material
progress while others still hold to outmoded traditions born from ancient technology. It's
a clear vision forward we need in order not to be left unprepared for whatever changes are
thrust upon us. To me this is the supreme value of HDTV, but I won't forget the Superbowl
either in my long list of major pluses for it.
Salesmanship--a high calling
The art of transforming a paralyzing reluctance into an act of eager acceptance is the
substance of good salesmanship. Not many master this art. Those who have are treasured by
their companies. True salesmanship is highly rewarded by a society who needs it. How one
is led into a new circumstance has a profound affect on how that new condition is
embraced. Whether one is led to buy from mere sales craftiness or from a genuine
enthusiastic consideration for your well being makes a huge difference in the buying
experience.
An indifferent sales effort produces expensive product returns. It's a dreadful malaise
for retailers. When a customer cannot realize at home what is promised in the store, the
product comes back. HDTV is not like selling pocket radios. There is an educational
process which must accompany the demonstration.
A selling staff must also enjoy the same benefits in their home as they are selling.
Sales will soar when the sales force is sold by their own personal experience. Since the
November 98 launch I have met very few from sales who have an HDTV monitor /receiver
in their own home. How can anyone be led by someone who themselves are not sold? This must
be changed and some kind of a plan akin to that in the automotive industry may serve as a
model.
I had an intern working for me this summer. He is a natural salesman. The benefit of
HDTV was realized by him while here. I opened my home to his friends. All were
converted to HDTV. All are fresh evangelist now "selling" their own
groups with an honestly developed enthusiasm that transcends the motives produced by money
alone.That young intern is now a top producer in his retail store selling HDTV where none
had been sold before.
The power of a good demonstration...
HDTV has only ONE thing to sell--an eye filling picture and ear pleasing audio. It
offers nothing else. No amount of interactive tricks will carry the digital transition to
a happy conclusion. The transition advances only when the quality of the image and audio
lead it. That has to be demonstrated.
Here is an illustration of the power of a good demonstration. I will use my own case in
making this point. In 1984 I was invited to CBS Laboratories in Stamford, Connecticut. In
twenty minutes I knew that HDTV was worth the fight needed to commercialize it. That one
superb demonstration motivated me to make a substantial investment and devote every day
since-- some 19 years--to help insure that it arrives in homes undiluted. Had I been given
an indifferent showing with a irregular signals, improper lighting, poor monitor set up,
improper viewing distance, time to adjust to a darkened room, and with audio forgotten, I
would have left CBS sullied upon HDTV. Instead of investing my life into its cause I would
have gone looking for someone to bill for time needlessly wasted on a trip. Please
retailers, believe me, the importance and power of a good demonstration
cannot possibly be overstated!
The driver is the consumer...
The drive to digital TV is an unfunded and unofficial national objective. The
government goads it rather than promotes it. While Federal concerns are inherent because
of spectrum, the transition is being managed by the private sector. The private sector is
led by consumer demand.
For new readers joining us: The governments position is that digital makes more
efficient use of spectrum and allows for more services. After the transition the analog
spectrum can be recovered and sold to the financial benefit of the government (and to the
general welfare, presumably, for still more services).
For the spectrum deal to be completed the transition must be completed. The
analog services cannot be ended prematurely without a negative political reaction.
The transition needs a good 'Hollywood' ending if an unthinkable catastrophe is not to
occur for our terrestrial signal providing services. That is only accomplished by
fostering demand within the public.
The broadcasters have the most at risk. They are forced by government to use their own
money to put an end to their only profitable business and move into a co-dependent
relationship with unregulated third parties to forge a business that no one really knows
is wanted or will survive. The government said they will sell out from under them the
broadcaster's most valuable asset-- spectrum--at auction at some point in time, or take
away their license to do business. That is no exaggeration of the circumstance
broadcasters face. They are highly dependant on industry sectors over which they have no
control.
Back to the theme of this article: One of those sectors is not doing as well as it
could. That fact needs to be addressed and answered. With the least complicated
corrections retail does become the strongest force in this transition. Retail is where the
publics initial perception of HDTV performance is minted. That is where curiosity is
satisfied and demand for it is primarily created.
If strict guidelines for demonstrations have been formulated by large retailers they
are not uniformly followed. Demonstrations are typically substandard. Some HDTV monitors
on display have never seen a digital signal. Others show just a stretched image of a 4:3
DVD. Lighting is uniformly incorrect and audio is seldom, if ever, featured in the main
showrooms. The fate of HDTV hangs on the perfection of these RETAIL demonstrations. __Dale
Cripps
THIS EMAIL BELOW SPARKED THIS ARTICLE ABOVE. ASK
YOURSELF HOW THE BROADCAST INDUSTRY, WHICH IS FORCED TO MAKE BILLIONS OF DOLLARS IN
DIGITAL BROADCAST EQUIPMENT INVESTMENTS, MUST FEEL WHEN READING IT.
Hi, I need to ask an HDTV question, and I couldn't find anyone in the store who
could answer it. can you help? My wife and I were in Sears tonight looking at the Hitachi
line of HDTV's. we noticed that the picture on the 16:9 sets seemed to be
"stretched" (horizontally) to fit the screen. Yet, when we viewed the same high
def picture on a traditionally sized 4:3 High Def set, the picture appeared to look
normal. The store had the Dish's HDTV demo channel on all the sets so we could compare
pictures. We actually went with intent to buy this evening, but that stretched out picture
really turned me off. Is that the way the High Def picture is going to look?
_Mike Jacobson
HERE IS ANOTHER CONTRIBUTION FROM TIPSTER
.
It gets even worse! Just last Monday I was in San Francisco; cosmopolitan, world-class
city that it is. I had a half-hour to kill and I was a block away from the Sony Metreon, a
state-of-the-art, 4-story permanent mall/theater/showcase for everything in the Sony
electronics & entertainment empire. Factory trained sales people are showing off the
latest & greatest equipment in the glitziest retail environs. A prime place to see and
learn about HDTV, right?!
Sorry! Not a single HD thing in sight! No TVs, no STBs, no projectors, nothing! Shocked
and assuming I was just missing some special HD room, I asked a salesman "Where do
you keep the Hi-Def equipment?" "Huh?" was the reply. You know, high
definition TV? Where is it? "uh, I don't think we have any. Let me ask someone."
A minute later he brings over another fellow. He doesn't know either! "What are you
looking for, sir? Is there a specific product you are trying to find?" I was hoping
you had some HD equipment and programming on display? "Well, our VAIO computers can
record and playback video. You can edit it, too. You want to see that?" I know that,
but its not Hi Def. Don't you have the new model 200 STB? "uh, STB?" Settop box.
HI Def decoder box for satellite signals? Oh!" they take me over to a couple of
DirecTV and PVR boxes...
No! AAAAArrrrgggghhh! So I spent the next 15 minutes explaining the whole Bay Area HD
situation to them...all the primetime OTA schedule, the CBS Saturday NCAA football games,
PBS demo loops and specials, HBO, Showtime, Discovery, HDNet.
"Wow! That's really cool! So did you just get this set up recently?" they
ask. I explain how I'm watching this all on a Sony HD LCD projector on a 10 ft wide 16:9
screen for the last TWO years. While their jaws are still hanging open, I glance at my
watch and say " Whoops! I gotta get going!" They wave goodbye and thank ME for
the info. Then [probably only half-joking] one them says, "Hey, you wanna job
here?" As I'm walking out the door, I say "That would be cool, only you don't
have anything here for me to sell!"
This horrible experience left me in a funk about HD for 3 days! I'm still trying to
understand why ? I mean, if it were Joe Schmo's Camera & Stereo shop in Podunk I would
expect this. But a Sony-owned world-class showcase in downtown San Francisco????!!!!
Ken Lim,
Chmn. & Chief Futurist
CyberMedia Convergence Consulting
HERE IS ANOTHER REPORT FROM A READER
.
Dateline November 16, Best Buy, Rancho Cucamonga, Ca.
Was in there buying a line amplifier for my DSS when I noticed that over half of their
HD sets were turned off. Those that were on were either turned to a football game on ABC,
a TIVO ad loop, or some movie, I had no idea what it was. They all looked like hell.
One person wanted to buy a big screen TV, don't know if it was HD or not. They didn't
have it in stock. He asked about another. Didn't have that in stock either. He turned to
his wife and said "these guys are selling TVs they don't even have... lets go
somewhere else"
Another guy was discussing his HDTV purchase with an employee who was taking down all
his information... "So this TV is going to make my satellite look better,
right?" "Right... this TV is a must-have if you use satellite."
There were no employees available to answer questions... there were people waiting
behind people waiting behind people to talk to the two or three employees they had to
service people. This is not uncommon, each time I've been there it has been the same way.
There has been more than one occasion (when I had time and didn't have my 3 yr. old son
running around) when I would hang out in that department, find somebody who was looking at
the sets and not getting help, and just striking up conversation... "Looks nice, eh?
You thinking about getting a HDTV?" And from there I try my best to educate.
I DO feel like we're foot soldiers in this volunteer army and that we have to go out
and do our best to educate when we have the chance. It is discouraging to find that what
should be our biggest ally (the retail stores) are probably our biggest enemy. _Heath
White
AND STILL ANOTHER
.
Same experience here in LA Best Buy: I asked were the HD STBs were and the guy looked
at me like I was talking about a social disease!
I then explained what it was.. he goes "Oh, that RCA box over there." They had
one RCA, NOT hooked up to anything on a shelf away from the HDTVs with a small surround
sound system on shelves below (not hooked up)...that was it. I looked at all the DVDs
players VHS, etc. Could not find another STB sans I did recall finding one DirectTV PVR
and a Tivo. They had some nice Plasma, Panny and Pioneer, I think, screens showing DVDs.
All their HDTVs were showing DVD or regular SDTV
Sears: quite a bit better as for equipment. They had Dish HD Demo on their HD screens.
3-4+ brands of HDTVS: Mits Toshiba Samsung RCA Panny I think. They also had STBs:
Samsung(s) and RCA and a Mits doing the Demo But same as far as the help...well, they did
know you need one of those Dish STB boxes and a Dish on your roof... to get HD Dish. They
wanted to keep me there telling them anything I could regards HDTV OTA etc.
I wish I had a fold up Bow Tie Antenna to whip out and try and tune in HD OTA
hopefully...or at the least something Dig. Maybe we should all carry them in our vehicles,
with Dale's HDTV Logo on them, ready to go with short Coax. Knowing here we (LA, CA) have
good content OTA (some night where we have 3-4, even 5 with PBS, Channels OTA HD at 8PM)
Go down there and have their sales guy hold the antenna and try and tune some OTA in.
It would be tremendous if one could pull in like 3 HD programs after a scan and flip back
and forth for customers to see HD, HD, HDTV take your pick! WOW !
Lucky for me we have Ken Cranes which hardly sells any analog or SD TVs anymore... in fact
they are just finishing a re-model of their store (Torrance, CA store) looks nice they
carry lots HD Equip. but NO Samsung STBs, which seemed odd.
Tom V
San Pedro, CA
SAGE ADVICE FROM THE TIPS
I think the onus is on the seller. Yes, the manufacturer can train the seller, but the
seller has to train the consumer. In order for that to happen, the seller has to train the
help. I don't think it is good enough to just sell a product to a consumer without
knowledge of what that product is, what it does, and finally, what it is capable (or
incapable) of. I worked a career in the telephone company. In that time I installed and
repaired very complex telephone systems. My customer looked to me for guidance, and I was
there to give it to them. I knew my products inside out and had the ability to pass all
the idiosyncrasies of the product along. I left my customer happy with the knowledge that
they had the right product for their needs.
That is missing today in the electronics (and others) industry. The key today is to
sell everything you can. Who cares if you don't know a damned thing about it. Hearsay is
the language of the day. "Somebody told me." That perpetuates bad service. If
the dealers would spend the time (and money) to train their personnel, they would come out
the winner in the long run. Of course they might have to add a dollar or two to the price
of the product to pay for it. In the end, if everyone doesn't do it, nobody will because
people buy the product for the least amount that they can.
Fortunately, there are some specialists out there who have the training and can give
the consumer the proper guidance. Unfortunately, they are far and few between. Their
systems also cost more. They probably should, trained personnel get paid higher than
minimum wage and they deserve it. We need to start shopping with these folks and make a
statement to the big guys (Best Buy, Circuit City, etc.)
There is an old saying, "cheap is good, free is best." The other old saying
is, "you get what you pay for."
__Bobby C
During an exchange on the TIPS LIST I mentioned a plan that I have for making a
speaking tour across the nation to retailers. The message I would deliver would not be how
to do demonstrations but to establish the motive for doing them right in the first place.
I said I would like to have a Retailers Bible on the subject of HDTV to
pass out and I received encouragement for doing that, Just tonight a reader, retired
computer engineer, Ken Nist, presented the HDTV world with an extraordinary primer on HDTV
which should be in the hands of all professionals and their prospects alike. I would like
to print a hard copy edition handing it out on this tour but would need volunteers to
finance the printing as Ken has quite nobly decided to make this a free contribution.
http://hometown.aol.com/kq6qv/HDTVprimer.html
Do check it out readers. I think you will agree that Ken has made an outstanding
contribution to the streamlining of the HDTV education process. Thank you Ken.
And another has stood up to make his contribution felt
Dale,
I think your idea for a speaking tour is an excellent idea, as is the Retailer's Bible
for HDTV. In fact, I'd be happy to do the design/layout of the Bible. I have contacts for
the printing of it, too. As for contents, I'd be happy to sit down in my theater and
brainstorm, write down my thoughts, then forward them directly to you, Dale. I can pretty
much guarantee not having anything extremely technical to say, but that's probably so much
the better. Please feel free to contact me directly with any specific questions you may
have.
_Todd Tracey
Pasadena, MD
And still another...
Dale,
As you and I have repeatedly discussed, seminars at CEDIA and WCES must be
done. A booth for HDTV Mag and flyers promoting HDTV Mag at each video mfgs.
booth. Working with Joe Kane to set up a mfg. certification and dealer info and
training program. Along with all the other items we keep discussing. WCES is 7
weeks away. Talk to Shapiro and set it up. As always I am there to help.
_Joe Azar
Joe we are a subscription based service and our subscribers determine by way of their
subscriptions what we are to do. Be happy to do all of those things when the 'votes' come
in to enable it. __Dale
HAPPY BIRTHDAY HDTV
This last week marked HDTVbirthday. On the 16th of November 1998 it
set sail in swaddling clothes from Washington, DC. Formal ceremonies with a number of HDTV
stalwarts declared that the product was now going to enrich the homes of
America and Canada. Stirring speeches about the good it will do for so many rang out
through one of the best steak dinners I have had on the otherwise rubber
chicken circuit. There was a small trade show in the back with all of
the manufacturers showing off their commercial entries for the HDTV market.
Happy Birthday HDTV - Next year we will have a big cake!
This is newsworthy for the localism involved.
Carolina Hurricanes to be broadcast in High-Definition
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DURHAM, NC - In a unique partnership, WRAZ-TV/DT, Time Warner Cable, and The Carolina
Hurricanes will broadcast ten Carolina Hurricanes games in High-Definition on WRAZ-DT and
on Time Warner Cable.
Nothing demonstrates the advantages of HDTV like live sports, and the fast-paced nature
of hockey showcases this new technology especially well. Digital viewers will be able to
see the players like never before, and the 16:9 wide aspect ratio of HDTV as well as the
exceptional resolution, will offer hockey fans unprecedented field of view and clarity.
"HD captures all the incredible excitement of NHL action," said Tommy
Schenck, General Manager, FOX 50 WRAZ-TV/DT. "It really adds a whole new dimension to
the game."
"We are excited to be working with WRAZ and the Hurricanes to bring this exclusive
programming to Time Warner Cable," said Tom Adams, President of the
Raleigh-Fayetteville division of Time Warner Cable. "The ten HD games will not be
available on the satellite TV services," he added.
The Carolina Hurricanes 2002 NHL Eastern Conference Championship title propelled local
hockey support to new levels, and as area hockey enthusiasm continues to grow, these
High-Definition broadcasts will provide the local fan-base with the highest quality sports
coverage.
"This emerging technology is incredible for our sport, " said Ken Lehner, VP
Marketing Communications of the Carolina Hurricanes. "This will only fuel the growing
enthusiasm for Carolina Hurricanes hockey." Lehner added, "The Hurricanes will
be just the fourth team in the NHL that will be broadcasting in HD with a local rights
holder."
To watch this select, ten-game package in High-Definition, viewers with High-Definition
displays can turn to WRAZ-DT (channel 49.1 or 49.2 DTV) or to Time Warner Digital Cable
channel 250. Time Warner Digital subscribers without a High-Definition display will be
able to watch a standard definition broadcast of the game on digital channel 251.
Games to be carried on WRAZ-DT.
November 27 7:00pm EST vs. Vancouver
December 18 7:00pm EST vs. Tampa Bay
January 12 5:00pm EST vs. Colorado
January 20 7:00pm EST vs. St. Louis
February 23 1:30pm EST vs. Anaheim
March 4 7:00pm EST vs. Boston
March 7 7:00pm EST vs. Minnesota
March 10 7:00pm EST vs. Columbus
March 25 7:00pm EST vs. Toronto
March 29 7:00pm EST vs. Buffalo
Note: This schedule is subject to change.
For more information, call WRAZ-TV General Manager Tommy Schenck at (919) 595-5003;
George Douglas, Time Warner Cable VP of Marketing at (919) 573-7092; or Ken Lehner, Carolina Hurricanes' VP Marketing Communications at (919)
467-7825, ext. 5200.
Until Next Time
