CE Pro August 2023 - 22

LIGHTING
How to Maximize the
Lighting Fixture Opportunity
Integrators offer advice on entering the lighting fixture business,
and how to unlock its potential via adjusting sales commissions,
targeting the right applications, and getting proper training.
By Jason Knott
LIGHTING FIXTURES is the latest " new " category of
equipment in which custom electronics dealers can
take the lead, but they have to be prepared to maximize
the opportunity in terms of skills, and sales and marketing.
For the integrators who have tackled lighting, they say it
has been transformational.
System 7: 80% of Revenues from Lighting
Gerry Lynch, president of System 7 in Boston, is an integrator
who moved into lighting fixtures in full force several years ago.
" It has transformed my business, " he says emphatically.
System 7 was a traditional control and AV-based integration
company for years, but 10 years ago Lynch acquired a
shading company. That acquisition began the journey for the
22 | CE Pro August 2023
company into the design and lighting business. Then in 2017,
System 7 acquired the largest lighting supplier in Boston.
" We went from thinking about beginning to be lighting,
to being in lighting. I went from having reps not returning
phone calls to, suddenly, I was one of their best customers.
We went all in, and it's transformed our business. Seven
years ago, before this all started, 20% of my business was
shades at the time. Today, 20% of my business is AV. It's
80% lighting and shading. It's transformed us completely.
It's gotten us into better projects, bigger projects earlier in
the phase of development of those projects with a more
diverse team that we're interacting with. Lighting is a technology
product, " he notes.
To bolster his lighting business, Lynch built an experience
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CE Pro August 2023

Table of Contents for the Digital Edition of CE Pro August 2023

CE Pro August 2023 - Intro
CE Pro August 2023 - Cover1
CE Pro August 2023 - Cover2
CE Pro August 2023 - 1
CE Pro August 2023 - 2
CE Pro August 2023 - 3
CE Pro August 2023 - 4
CE Pro August 2023 - 5
CE Pro August 2023 - 6
CE Pro August 2023 - 7
CE Pro August 2023 - 8
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CE Pro August 2023 - 21
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CE Pro August 2023 - Cover3
CE Pro August 2023 - Cover4
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