Products vs Dreams. Are We Selling Smart Homes Wrong?
When many KNX integrators start out, it’s easy to focus on products and how to use them in projects. I used to think the same way. For many years, I struggled with explaining projects to my customers and get on the same wavelength. Eventually, I shifted to selling functions over products and that helped me sell a lot better. But, a couple of years ago a client of mine opened me up to an even more powerful approach: selling the dream.
In the first ever episode of the Voice of KNX podcast, I sat down with Finn Fruensgaard, a management and business consultant, and long-time client of mine, to discuss this mindset shift in how we should be selling smart homes.
Finn first discovered KNX back in 2017 while planning a home renovation. His vision? A home he could control entirely with his voice, no buttons, no apps. KNX stood out to him as the industry standard and a reliable choice. But, when he started reaching out to integrators he soon hit a wall. While he had a clear vision of what he wanted, the integrators he talked to only wanted to discuss products. “Nobody was asking me about my dreams,” he recalls.
And that’s the crux of it.
For us engineers, it might feel easier to talk about products and features instead of dreams. However, we need to remember that customers buy when it feels right. They aren’t interested in how many relays and sensors they’ll need; they want convenience, security, and comfort.
Instead of leading with products, Finn urges professionals to start with the dream. Whether the customer dreams of a peaceful home, luxury, or effortless convenience, the real value lies in understanding and supporting that vision. Ask your customer, “what do you want your life to look like?” If you can help them picture it, and really feel it, then you’re on the right track.
Well how do we do this in practice? The most important step is to take the time to listen to your customer. Ask open-ended questions. What would make their life easier, calmer, or more enjoyable? When presenting your project plan, focus on functionality, not what products you’ll need. Explain to your customers how these functionalities fit into their dream and improve their life. Products and prices have their place in this conversation, but that comes later.
Or take it a step further, and give them a dream they’ll want to buy. Sometimes, your client might not know what’s possible to do with KNX. That’s when you have the opportunity to provide options, teach them about scenes and how good lighting design affects the mood in a room, or the convenience of automation in all parts of the home.
When you lead with your client’s dream of a smart home, you go from being a technician to a trusted advisor. This approach has completely changed how I work with my clients, and it can help you too.
Key takeaways from the podcast:
- Start with the dream, not the product. Customers don’t want products. They want a feeling, a lifestyle, a solution.
- Customer experience is everything. From first contact to final delivery, every step should nurture the dream.
- KNX is powerful, but the industry needs to mature. Better product testing, stronger support, and more user-friendly design are essential.
- Engineers must learn to think like storytellers. Practice translating technical solutions to emotional outcomes.
You can listen to the Voice of KNX podcast in full here, on YouTube, and on Spotify.