The Definition of an Expert:
Someone From Out Of Town

It seems as though the above expression rings so true here in North Idaho. The reason it seems this way is the number of calls we get from people who had their satellite system installed by someone from someplace who called him or her and offered him or her a great deal. Now the system isn't working, and they have no contact information for the company that installed it for them. They see our name in the phone book and assume we will service their system for free.

We tell them that since they are not our original customers, we will need to charge them for a service call. It is a good thing they got that free $19.00 DVD player because now they'll have something to watch while they're waiting to get their satellite system fixed.

The "Great Deal"

When I ask them what the great deal is that they were offered they say they got their system and installation for free. I then ask if they had considered that a local company might provide the same deal the answer usually is, "I didn't know I could get that deal locally." Satellite dealers are somewhat like new car dealers; we sell Dish and DirecTV like a car dealer would sell Ford and Chevrolet. There are literally thousands of dealers out there selling satellite systems. Many market on the Internet, telemarket on the phone, send you mailers in the mail and knock on your door. Our company is considering doing a direct mail campaign but that is as intrusive as I want to be. We have an ad in the Yellow Pages, an Internet site, a local storefront and advertise in the local paper and on the local radio.

The Competition

One thing about our business that is different from car dealers is that our biggest competition comes from the satellite providers themselves. They advertise on TV, take out full-page ads in the newspaper and call you at home at dinnertime. When questioned if it will be a local company doing the installation they will tell you yes even though that is rarely true. We constantly see their trucks and vans driving by our store. There are also more and more "fulfillment installers" coming from out of state, performing a substandard installation because they are untrained and under compensated.

The Advantage of "Going Local"

We have our share of local sales and there are other reputable satellite TV dealers in town. I want our potential and existing customers to know that a local company can provide the free equipment and free installation. The satellite providers like Dish and DirecTV pay us to acquire customers and install and service them. That money, coming from out of state, supports a payroll for employees who shop, pay rent, and feed their families locally. We buy our fleet fuel, and most of our supplies and tools here in Sandpoint. We help with contributions to the local arts community, local athletics and many other worthy local causes. Many thanks go out to our existing customers who continue to send their friends, neighbors and family members to us for their home entertainment needs.

And please remember that not all the experts are from out of town.

Lenny Hess
Owner