Snap One announced today that they are now selling to all four major custom integration buying groups (they called them “all four major CEDIA U.S. buying groups”) and that fact shows their commitment to their “integrator partners.” The company says it is now allied with Azione Unlimited, HTSA, HTSN, and ProSource “…as a key part of its long term strategy to help dealers succeed.”
Learn more about this strategy by Snap One
Snap One says in their announcement that this strategy of selling to all four major buying groups shows how they are extending their partner support. This is a unique way to present their decision to open up sales to more buying groups and I’m not sure how non-affiliated integrators might feel about this announcement.
Throughout their formal statement, they refer to the the four buying groups as “CEDIA U.S. Buying Groups” or the “four major CEDIA U.S. organizations.” Just to make sure that there is no confusion, I believe that they are using the term “CEDIA” as sort of a generic reference to the custom integration channel overall. There is no financial or other connection between these buying groups and the Custom Electronic Design and Installation Association (CEDIA).
Buying groups provide unique benefits to Partners, and we are excited to now be a part of all four major CEDIA U.S. organizations. Azione, HTSA, HTSN and ProSource each help their members strengthen their business development skills, promote best practices and host focused annual or bi-annual events. We always strive to support and assist the most integrators we can, wherever they source our products.Greg Simmons, Snap One Vice President of Industry Partnerships
Not Uncommon to Partner with More Than One; But All Four?
So, it is not uncommon for large vendors to create partnerships with more than one of these buying groups. I’d say partnering with two of them is a pretty common phenomenon. Offering programs to all four major groups is a little bit more unique.
According to Snap One, these groups represent “nearly 1,300 top-performing integrators, making them important partners and an integral part of the company’s marketing strategy.”
Based on my experience as an integrator, I know very well how buying groups can help grow a business, provide educational opportunities and offer chances to meet with non-competing peers. We see great value in each group’s annual or bi-annual events, where we have a chance to meet with our Partners and ensure each and every one is satisfied with our products and services.Greg Simmons
1,300 vs. 11,000
According to the recently completed CEDIA Integrated Home Market Analysis, there are an estimated 11,000 integration companies in the U.S. So if everyone’s numbers are accurate, that would mean that there are just under ten times the number of integrators unaffiliated with buying groups, as there are group members.
Some vendors believe that the better quality integrators are affiliated with one group or the other (most group bylaws forbid their members from being affiliated with more than one group). The thinking goes that if an integrator is not associated with a group, then they must be a one-man trunk slammer operation.
No Data to Verify Thinking
I don’t believe that there is any data that proves that these beliefs are in fact true. However, I can tell you that I’ve met some group affiliated integrators of questionable quality…and non-group members that are extremely professional operations. Nonetheless, those vendor beliefs are widely held.
In any event, if you’d like more information on Snap One, visit: www.snapone.com.
What do you think? Is this a smart move for Snap One? Leave a comment below…