CE Pro August 2023 - 38

LIGHTING
Overcoming Channel
Conflicts in Hot Category
Integrators find
creative ways to
lessen friction
with electricians
and interior
designers over
lighting fixture
specification.
By Jason Knott
WHY IS THE CUSTOM INSTALLATION
CHANNEL all of a sudden the
realm for lighting fixture manufacturers to
ply their wares? It all has to do with the
advancement in technology that simply
moved intelligent lighting fixtures outside
the capabilities of many electricians.
There are several reasons manufacturers
of intelligent fixtures are less thrilled with
electrical contractors these days. First, electricians
tend to earn the bulk of their profits
from labor, not from equipment. Therefore,
the importance of selling luxury fixtures is
lessened. It means they don't have the need
or desire to articulate the value of more
expensive products.
Second, their business models are designed
to be in and out of the home quickly.
Electricians are not structured to offer service
to their clients over the long term.
On the contrary, custom integrators want
to have multidecade-long business relationships
with customers and they benefit from
38 | CE Pro August 2023
selling higher-end gear. Plus, when those
factors are paired with the fact that integrators
are already designing and installing
motorized shades and lighting controls, it is
very compelling for manufacturers to target
this channel. Moreover, it creates a naturally
irresistible differentiating business model
for integrators to let customers know they
intend to help manage and control the light
in a client's home for years to come.
The ability to let the builder, architect,
designer, and homeowner know that there
will not be any finger pointing between the
electrical trade and the integrator is a plus, as
well as informing them you will be installing a
product with a warranty.
Also, most projects do not have any lighting
design that takes place or have a lighting
designer involved. Thus, the integrator's
involvement in lighting is an immediate
beneficial enhancement for the customer.
It also converts the integrator from simply
being an installation contractor to having
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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
CE Pro August 2023 - 9
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CE Pro August 2023 - 17
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CE Pro August 2023 - 19
CE Pro August 2023 - 20
CE Pro August 2023 - 21
CE Pro August 2023 - 22
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CE Pro August 2023 - 26
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CE Pro August 2023 - 63
CE Pro August 2023 - 64
CE Pro August 2023 - Cover3
CE Pro August 2023 - Cover4
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