How to tell if a client is right for you Q&A

In the smart home industry, we often focus on helping homeowners find the perfect integrator to bring their vision to life. But what about the other side of the equation? How do integrators identify and connect with the right clients – those who align with their expertise, value their craft, and foster rewarding partnerships? Here, we talk to five CEDIA members to find out how they go about finding new clients and then making sure that they match well together.

What tools do clients typically use to find your business?

DENNIS: Most of our customers find us through recommendations and referrals from previous clients and collaborators, such as architects, interior designers, electricians, and builders. We’ve noticed that our presence on social media, especially on Instagram, helps strengthen our brand and reach new clients. We also participate in and host events, which is an effective way to create new connections within and beyond our industry.

JESSE: We are just beginning to explore marketing strategies for specific services. However, most of our customers find us through referrals from past clients, builders, and interior designers. We also maintain active social media pages where we regularly share photos and videos to showcase our work.

SCOTT: Building strong relationships is at the heart of our business. Referrals from architects, designers, builders, and clients often lead us to the most rewarding projects. Direct outreach, consistent communication with trade partners, and exceptional customer service are fundamental to our success. All our marketing efforts are designed to support these high-level initiatives. From maintaining and evolving our brand and website to organizing events, facilitating partner and manufacturer travel, creating case studies, and managing social media – every endeavor reinforces our commitment to excellence and collaboration.

How important is the initial engagement and communication with a prospective client?

DENNIS: The first communication with a customer is extremely important. Here, we lay the foundation for a long-term partnership and get an initial sense of what the customer needs and expects. By asking the right questions and carefully listening to their goals, we can establish trust and offer a first glimpse into how we work.

ADAM: How you communicate in the first few interactions sets the tone for the entire relationship. Clients are evaluating your professionalism, responsiveness, and ability to listen and understand their needs. Quick, clear communication not only builds trust but also demonstrates your commitment to customer service. At this stage, it’s important to be approachable, professional, and thorough – showing that you value their time and are capable of delivering what they’re looking for. We see our success rate soar when we can get clients into one of our experience centers. In contrast, when we don’t get that face-to-face meeting with a client and they don’t get to see our technology solutions in person, our success rate is considerably lower.

SCOTT: First impressions are everything, but maintaining meaningful engagement is just as crucial. We strive to show our clients that we value them and are committed to being with them every step of the way. At the heart of what we do is more than just integrating cutting-edge technology – it’s about enhancing lifestyles. Our goal is to create seamless solutions that elevate how our clients live. They are the ones who interact with the technology and it’s our responsibility to ensure it’s the best possible fit for them.

How should integrators handle the initial meeting with the client?

BRENDON: Develop a system and refine it as you go – we use a D365 meeting agenda for this. We always talk through plans and I ask a lot of questions, tell stories about past clients that were in similar situations, and bounce a price off them early (we have an instant online quoting tool for this).

ADAM: The initial meeting is an opportunity to build rapport and set the stage for a successful collaboration. To put it simply, we always ask the same question ‘How do you want to live in your home?’ We start by listening to the client’s needs and desires without interrupting – understanding their vision is key to proposing the right solutions. We ask clarifying questions to make sure we understand the scope and the “why” behind their requests. We manage expectations by being transparent about what can and can’t be done within their budget and timeline, which helps them understand the realistic outcomes. Lastly, we offer solutions based on their needs and provide initial thoughts or ideas that demonstrate our expertise, while avoiding overwhelming them with too much technical jargon.

JESSE: Preparation is key. Before the meeting, I review the plans and brainstorm various possibilities and scenarios. While I may not always have a solution upfront, I make sure to have ideas ready. It’s important to approach the meeting with respect and avoid being overly sales focused. Building trust and a genuine relationship with the client is essential. I also stress to my team during the wiring stage that installations should be planned for future maintenance. We aim to be the contractor they rely on for upgrades, so creating long-term relationships is a goal of ours at the start of our approach.

Do you always meet face-to-face and, if that’s not possible, what should you do?

BRENDON: We try to insist on face-to-face meetings, as dropping back to online or email reduces the conversion by 50%. People buy from people they trust and that’s a whole lot easier in person.

JESSE: We generally try to arrange consultations in our showroom, but that’s not always possible. In those cases, we meet at the client’s home or at the project site. We’ve also had successful meetings over the phone via Facetime and Zoom for clients based overseas or interstate.

SCOTT: Whenever possible, meeting face-to-face is invaluable. It allows for a deeper connection, clearer communication, and a better understanding of the client’s needs and vision. However, if an in-person meeting isn’t feasible, it’s essential to prioritize clear, effective communication through virtual means, such as video calls. This ensures a personal touch and creates an opportunity to build rapport, even when distance is a factor. What do you aim to find out at this point to identify if this will be a good fit for your business and skill sets?

DENNIS: We explore the customer’s needs and vision, the scope of the project, whether any architect or interior designer is involved, and the timeline. It’s also important for us to understand their interest in design and technology. This ensures that we can add value, meet, and exceed the customer’s expectations. If their project and goals align with our expertise and values, the partnership feels natural.

BRENDON: We aim to find out who the decision makers are, what their understanding of tech is, the makeup of the family, what type of devices they currently use, where the job is, and what is being spent on the property.

ADAM: I aim to understand the scope of the project and whether it aligns with my expertise. Some key things to assess include budget, timeline, client’s expectations, project complexity, and compatibility. By gauging these aspects early on, you can quickly determine if the project is something you can deliver successfully and whether the client will be easy to work with.

What are the warning signs that it won’t work?

ADAM: Unrealistic expectations – if client has a vastly inflated idea of what they can achieve within their budget or timeframe, it’s a red flag. If you’re struggling to get clear answers or the client is vague about their needs, it’s a sign they might not be ready to move forward or they may have unclear goals. Lastly, a client who continually alters the project scope without a clear understanding of the impact on cost or timeline could lead to scope creep and frustration.

JESSE: One red flag is when a client appears disengaged, particularly if they’ve attended multiple consultations and are either overwhelmed or solely focused on finding the cheapest option. Another indicator is when a client seems fixated on solutions provided by others and is resistant to alternative ideas or recommendations we propose.

SCOTT: Misalignment between the client’s vision or project goals and our expertise or values can signal challenges. Poor communication, such as difficulty establishing clear dialogue or a lack of responsiveness, and a disregard for collaboration, where clients are unwilling to consider professional recommendations, further hinder progress. Additionally, an undefined scope or timeline, marked by ambiguity around project details, priorities, or deadlines, makes it difficult to set clear deliverables. Finally, when clients focus solely on price rather than quality, service, and long-term value, it indicates a mismatch in priorities and approach.

What are the positive signs that it will work?

DENNIS: When the customer is engaged, has a clear vision, and is open to transparent dialogue. We also appreciate it when the customer expresses an interest in quality and long-term solutions, as this reflects our own values.

BRENDON: Expanding scope, and being invited to meet with other stakeholders, especially architects and interior designers.

ADAM: The client trusts your experience and is receptive to your recommendations, understanding that you’re the expert in this space and respecting your process. A collaborative attitude is a great sign – when the client is engaged and willing to communicate openly. This indicates they value your input and want a partnership, not just a transaction. It’s a good indicator when the client’s realistic expectations are in line with the project’s scope, and they understand the technical and financial constraints.

JESSE: A positive sign is when there’s a natural rapport like sharing a laugh or feeling like you’ve known each other for a while. Another encouraging moment is when a client becomes genuinely excited about a solution we present, especially when it’s something they hadn’t considered before. For instance, we recently had a consultation that started as a simple electrical design. After showing the clients through our showroom and explaining the possibilities of automating different solutions, he sat with his head in his hands, saying, “I know this will add to the budget, but I need this in our home.” Moments like these demonstrate alignment and shared vision.

What clues can you pick up from this face-to-face meeting on whether the client is or isn’t right for you?

DENNIS: We can get a sense of their commitment and attitude toward quality through body language, tone of voice, and how the customer talks about their project. If the customer shows interest in detail, is curious about the technology, and asks questions about our solutions, it often indicates a good match for our services and way of working.

BRENDON: Looking down, away from you, closed body language, arms over chest, and leaning back in chair are not great signs. If they are at ease, relaxed, chatty, and engaged, you feel more confident about it going well.

SCOTT: Look for clear, open communication and engagement, with enthusiasm for their vision and an openness to your insights. Ensure their goals, budget, and project scope align with your expertise. A willingness to collaborate and trust in your recommendations is a good sign, while resistance or a controlling attitude may signal challenges. Finally, assess whether they value quality and long-term outcomes, or are focused on cost-cutting. These cues, along with your intuition, can help determine if the partnership will thrive.