Just How Effective Are UI University Videos?
Integrator George Borghi Discusses Recent Successes with the UI University Video Library
Ron Callis, CEO of One Firefly, went live on Facebook with George Borghi, Director of Sales and Marketing for Totally Wired Electric and AV Systems in Westlake Village, CA. Borghi and his team have been using their UI University video libraries to help close sales and support existing customers. His customers have been telling him the training videos were icing on the cake and a primary driver for why they selected Totally Wired as the preferred installing AV contractor.
In this blog, we’ll highlight the key points of the interview, but you can also scroll down to the bottom of the page to watch the full interview!
“It’s the tool in our toolbox.”
Borghi says that he introduces the videos on every sales call, “usually toward the end.” He keeps the videos loaded on his iPhone and has links on his iPad for convenience. He says that the library is a service to the clients as an educational tool and that they allow you to teach others or learn yourself.
“You can actually get a feel for this product.”
Talking about systems like Savant and Sonos can be abstract, explains Borghi. “The client can’t see it or feel it,” he says. The videos allow the prospective client to see how the system works; they can see its potential. To ensure that the client gets the opportunity to view them, he emails the videos as a follow up after the call.
“Always looking for ways to differentiate ourselves.”
In addition to following up with clients or showing them himself, Borgi also has links to the videos in his email signature. He says that one client forwarded one of his emails to a prospective client, who then called him from the email. This interaction led to a $200k job.
“The videos are there to help people teach themselves.”
Borghi explains that it’s hard to quantify how many calls they don’t get due to clients having the videos available to them. Moreover, the videos save labor hours. “It’s a beautiful way to remind the client, ‘hey look, we’re a professional firm,’” he says. Totally Wired requires anybody in the company who is customer facing to look at all videos.
“It gives everybody a baseline of understanding about these products that we sell.”
The videos, and requiring all team members to view them, ensure that anybody who gets on the phone with a client will know what they’re talking about. “It shows professionalism,” Borghi says. He explains that team members have described and demonstrated the systems many times to clients and prospects, so having a tool that assists them in that — or replaces that — is efficient because it saves time and allows them just to go in and make the systems work.
Borghi welcomes anyone interested in learning more about UI University videos to reach out to him through phone or email at: