The ISF Commercial Advantage

At ISF Commercial it’s all about images, but not just on screen. Consider the image of your company interacting with clients. Perception is their reality, and they are the audience we must please.

Today we sell solutions, not just technologies. This involves a professional needs analysis, creative designs, and quality integration with the ultimate goals of solving problems, creating new communication environments, to end with meeting customer expectations.

With all of the complexities of systems design it often boils down to how “good” the displays look and how well the images are replicated onscreen. Displays are the “people facing” part of any system, and what displays we select and how they perform becomes the perception of quality.

In terms of selecting displays, all major manufacturers are building good products with competitive specifications and pricing, so how can we choose? Demonstrable differentiation among products is rare and displays have become commodities. The good news is that the critical “value added” element provided by the integrator is not a commodity. The concept of “value added” in some tangible form becomes the differentiator.

How do we go about adding “value” for these commodity displays? The integrator adds “value” by careful consideration of the following factors:

  • Size relative to the viewer
  • Type of display required
  • Display technology used
  • System integration
  • Proper display calibration.

Displays are not the only things viewed as commodities. To the average client, every A/V company large or small can appear to provide a similar level of design and integration expertise. The secret to standing out from the crowd for the client is to add “value” in areas that others do not see, or do not provide. This is the foundation of solution selling, marketing value instead of products, and gaining industry recognized credibility via programs such as the Certified Technology Specialist (CTS) designation from Infocomm and the ISF-C certification from ISF-Commercial.

One of the most efficient ways to add value is to provide services beyond the hardware and the initial installation. This can come in the form of training, service after the sale and professional display calibration. This type of value added approach also has the benefit of keeping the integrator directly connected with the client can act as a source of business development.

Let’s take a look at how calibration can be of value and how it can be “sold”.

  • First of all, use display calibration as a sales tool since it increases ROI, and reduces TCO for the customer. It is a fact that properly calibrated displays can save as much as 30% in energy savings and provide up to 20% more display life.
  • Professional Calibration means end image is superior in every respect. Coke red will be Coke red and Ford blue will be the correct blue while people and places will look real not as cartoons.
  • Professional calibration maintains customer message through stable picture quality.
  • Calibrated systems provide maximum performance and image quality insuring customer satisfaction (expectations=gratification).

In the end, why do end users need professional calibration?

  • It is a fact that displays do not perform their best delivered from the factory. Display manufacturers set them up to stand out among all the other displays on the shelf at big box stores.
  • Professional calibration allows a display to perform at its best, rendering the best image possible for its design.
  • Everyone is familiar with the “picture” controls on displays that are a confusing with no consistent terminology or range, often making the picture worse when in the hands of the average user.
  • Professional calibration is the proper adjustment of these user accessible controls, plus several others generally hidden in the service menus that are not intended not be accessible by the end users.
  • The output of these controls is measured in a scientific manner, and when coupled with advanced knowledge on the part of the professional calibrator, will allow the display to reach its peak performance.

With the high-resolution age upon us and ever-increasing screen sizes and improvements in color, contrast, and picture performance, it is more important than ever to deliver the highest quality images possible, hence the need for professional calibration. Understand the end result and the “value” of offering professional calibration is yet another way to differentiate you and your company from the commodity suppliers that are so pervasive in today’s market.