Issue 42 summer 24 web - Flipbook - Page 11
A successful system design starts
with an informed customer: APi’s
mission to axe the jargon
It’s fair to say that, when it comes to the world of AV, it is easy to become quickly overwhelmed with the often
complex jargon that is prominent throughout the industry. APi Sound and Visual, specialist audio-visual installers
for the church and heritage markets, want to ensure customers can access information they understand. No
technical language, no in-depth explanations of the internal workings of equipment; just straightforward answers
of what something is, what it does and why it is important (or not).
APi’s Sales Director, Stephen Neath, knows how important this understanding can be. “Often customers have a
poor grasp of what they require because they cannot access information which explains things in a way which
makes sense to them. This means they cannot always
bring ideas to discuss with me or my colleagues when we
meet them in their building.”
and potential solutions, which will in turn lead to even
more successful projects.
“I am one of those people who spends a month researching something before I buy it because I like to know what
I’m buying and if it is right for me”, Stephen continues. “I
strongly believe that this should be possible for customers
who come to us looking for a new sound, projection or
streaming system. As much as they have invited me to
visit as a specialist to provide a quotation, they know their
people and building much better than I do, and I want
them to understand what I am recommending and why
that is the best option.”
Therefore, APi has launched a new campaign to create
information aimed at churchwardens, facility managers,
members of the clergy and everyone in between, that
presents these complex concepts and terms in plain
English. As church and heritage AV specialists, APi hopes
that having this information available will lead to
customers who have a better idea of their requirements
APi has already seen traction since launching a new
section on its website, a dedicated free learning hub for
Above, sound system installation in a Grade 1* listed church
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Conservation & Heritage Journal
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