I Think Your Clients Don't Understand AV. That's Costing You Money.

What I Think Actually Happens

Most of your clients have no idea what goes into a well-run AV setup.

And I don't mean that in a bad way. They just don't know.

They don't know the difference between a 5,000 lumen and a 10,000 lumen projector. They don't know why a line array sounds better than a column speaker. They don't know what a stage monitor does. They don't know why lighting temperature changes how a room feels.

And because they don't know… they can't see the difference between you and the cheaper option.

I think a lot of AV companies assume clients understand the value. I don't think they do. From the client's perspective, it often looks like:

• A screen is a screen
• A speaker is a speaker
• Lighting is just lighting

So when they compare quotes, they're not comparing quality. They're comparing price. And if that's the case, the cheaper option always looks more attractive.

Why This Becomes a Problem

If the client doesn't understand the difference, they can't value the difference. And if they can't value it, they push on price.

That's when you start hearing:

• "Can you do it cheaper?"
• "We got another quote that's lower"
• "Do we really need all of this?"

In my opinion, that's not a pricing problem. That's an education problem.

How I Would Approach It

I wouldn't wait until the quote stage to explain things. I'd start earlier. I'd teach.

Not in a salesy way. Just simple, useful content that helps them understand what actually matters. Things like:

• "Here's why projector brightness matters in a daylight room"
• "Here's what happens to audio in a room with hard floors"
• "Here's why your presenter needs a confidence monitor"
• "Here's why uplighting changes how a space feels"

No pitch. Just useful information.

Why I Think This Works

When clients understand the craft, they start to see the difference. And when they see the difference:

• They stop comparing you to the cheapest option
• They start asking better questions
• They trust your recommendations more

In my opinion, that's when pricing pressure starts to disappear. Because now you're not just a supplier. You're the person guiding the event.

How I'd Use EventQuoter for This

This is where I think EventQuoter can help in a different way. Not just for quotes — but for insights.

You can use it to:

• Look at common issues across jobs
• See where clients needed clarification
• Identify what gets changed most often in quotes
• Spot patterns in what clients don't understand

Then turn that into content. You can even ask it:

• "What do clients typically misunderstand about AV setups?"
• "What causes the most changes in quotes?"
• "What should a client know before booking an event like this?"

Now you're not guessing what to teach. You're using real data from real jobs.

One Simple Action