CE Pro June 2022 - 66

LIGHTING TECHNOLOGY
LED fixtures.
" It is very simple, and an
easy place to start. We took
one of our best automation
Global Wave Integration in Burbank, Calif., incorporates biophilia elements into its entire
showroom, with human-centric lighting utilizing Lutron Ketra that shows various color temperature
and dimming capabilities, all controllable with Josh.ai voice commands. The company
is aiming to have the showroom WELL Certified by the WELL Building Institute.
on layered lighting, trims, LED
and color temperature. Most
customers don't even know
why they're in the space.
Often they'll say, 'Oh, that's
great. I'm not really sure how
that relates to me.' "
The " skit " is a layered
light demo that starts off
by hitting a Lutron control
panel to retract a motorized
window shade. In the demo
area sits small dining table
with several place setting
on it and a lighting fixture
in the ceiling above. As
soon as the Lutron shade
exposes the light fixture, a
glaring light hits the clients
in the face. It is purposefully
horrible. The Gramophone
salesperson points out that
the awful light is likely what
the customer can expect to
receive from a homebuilder,
which is a single light on
66 | CE Pro June 2022
the ceiling in the center of
the room with no automation
and no dimmer. Next,
the salesperson begins the
layered lighting demo by first
dimming the ceiling light,
and then activating two tiny
pinhole lights on the place
settings followed by a wall
wash arc of light.
" It's impactful, " says
Davis. " The demo takes this
horrible space that no one
would want in their house
and in literally 30 seconds
the customer is talking
about replicating it in their
own home. All of a sudden,
you have the customer's
attention. That's when we
discuss color temperature,
beam spread, different trims,
the health and wellness
aspect of lighting and circadian
rhythm. All that from a
30-second demo.
" We really don't pitch a
hard close at that time, we
just show them how it can
impact their furnishings and
furniture, " he continues.
" We also own a design-build
business, so we do smart
home renovations and we can
explain, 'This is how lighting
should look in your kitchen,
your bathroom, or your basement
that we may be building
out for you. Frequently, 24 to
48 hours later, a customer will
go home and reflect on the
demo and we'll either get a
text or an email asking, 'Can
you guys come and do what
you did in your showroom in
my house? I never realized
how poor my light is.' "
From there, Gramophone
found itself not only doing
full projects but going
into existing homes and
re-lamping them with new
sales guys, got him up to
speed on Ketra, and let him
become our brand champion
to start selling, " Davis says.
" We had him tiptoe in the
water and sell a project or
two. Soon, all our salespeople
were saying, 'Oh, I want
to do that.' "
The results at Gramophone
have been dramatic.
Davis says the lighting
fixture business is now
outpacing the company's
control business.
" Our Crestron numbers,
our Lutron numbers, they
were all great, but they
weren't growing dramatically
year over year. The fixture
business has now exceeded
all of those combined, "
he notes. " I don't have the
exact sales numbers today,
but they're tremendous. We
started with working with
other electricians probably
seven-plus years ago,
and now we have 15 to 20
in-house electricians if that
gives you any idea. It's pretty
incredible. "
Lighting Lab Does Not
Need to Be Big or Costly
Ken Irvine, vice president at
the Premier Group in Carmel,
Ind., took a small section
of their showroom and put
in a lighting lab with LED,
horizontal, vertical, frontback,
1-, 2-, 3- and 4-inch
downlights and linear tape
lights. The lighting lab is just
28 square feet - a 14-foot
long by 2-foot wide standard
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CE Pro June 2022

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