We recently caught up with Ryan Shelton, Co-Founder of Twisted Pair Media, a boutique audio, video and automation company in Nashville, Tennessee to talk about his relationship with Samsung and how Twisted Pair has been successful selling 8K TVs.
Samsung Connections: Thanks for taking some time to talk with us. How’s business?
Ryan Shelton: Business is good. It feels wrong to say we benefited from the pandemic, but we’ve been busy. I think part of that is because our clientele wasn’t as impacted financially as most people were during the pandemic. And with people stuck at home, they are looking at upgrading their technology, or decided it would be a good time to remodel. So we have been consistently busy for most of this year.
SC: Twisted Pair has been a Samsung dealer for a long time. What do you attribute that to?
RS: Yes, we’ve been doing business with Samsung for about 16 years, pretty much since we began the company. The brand recognition has always been strong. I remember back in the day people mentioning the name Samsung and how nice their TVs are, so along with great design and cutting-edge technology, the name Samsung has been recognized and well received by our clientele.
Additionally, Samsung has products to meet every price point and budget. Any size and design characteristic you need, they have it. So as we interview a client, we find out how much TV they watch and what priority that is for them in general. Are they sports fans, movie fans, or maybe really into music so not great TV watchers? Regardless, we are able to match their budget and needs with a specific Samsung product.
And to be honest, there is decent margin in Samsung TVs. Once upon a time, we would tell clients to go buy their own TVs so we didn’t have to deal with the responsibility of doing an install when we weren’t really making margin. But that has changed for the better!
I’d also say that we have formed great personal and professional relationships with the team at Samsung. They listen to us. And we see that feedback in products like The Terrace, The Frame and all of the lifestyle TV lines. And now The Premiere. So I don’t have to go to another brand for my outdoor TV or ultra-short throw projector. I even have access to light commercial products from Samsung for resi-mercial projects.
Finally, it’s often the little things that you might overlook in how a vendor listens and takes the time and effort to put together policies that help dealers. Like the demo program. We use it religiously so we can play with the gear and show off the gear to our clients. It gets everyone excited. And the ability for our employees to get a discount if they want to purchase a TV from Samsung. It’s a nice gesture and helps to build loyalty to the brand across our entire team.
SC: Let’s talk 8K. How have you been successful selling Samsung 8K TVs?
RS: First of all, I don’t target that this is an 8K TV when I’m giving a client a demo. We’re selling best-in- class products. I simply explain that the processor inside is going to make everything better. In other words, “this TV has the best processing capability and so you’re going to get blacker blacks, less noise, and with bigger sizes an incredible picture.” And of course, when customers see the Infinity Screen and how beautiful a TV can look closely mounted to the wall, well, homeowners and designers love it.
I also like to equate a Samsung 8K with whatever I know the customer can relate to. So if he’s a wine collector or watch collector or car junkie, he’ll understand and appreciate that what we’re showing him is a best-in-class product. Not for everyone, but simply the best. If our overall quote for a project is too much for a client, we can always step down in certain areas. So maybe we move from an 8K to a 4K product and make other adjustments to our bid to meet budget expectations.
SC: Talking about residential then, what size TVs are you typically specifying?
RS: From an 8K perspective, 75 to 85 inches – once a customer sees the best and they want it, what’s a little extra money to get the biggest thing the room can handle? But overall I’d say 65-inch is still the main screen size if you consider all of the rooms where we’re installing TVs.
Another great feature in selling Samsung TVs is that the install process is very uniform. We have our go-to mounting solutions and nothing about the Samsung TV line-up changes radically from year to year. I’m not really on the install side of the business, but what’s really nice for me is that I never hear bad things about Samsung installs from our team. In other words, no news is good news!
SC: Final thoughts?
RS: I value the personal relationships with the people I work with at Samsung. I recommend that every dealer leverages the people who Samsung has put into place, ask questions, take advantage of the demo program, and dive in and enjoy the Samsung products. They are fun to sell and get people excited. And once the customer sees the finished results, they are always happy. Which makes us happy.