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2016-06-20T00:00:00.000Z

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Wrong Cruz Perez?

Cruz Perez

General Counsel and Vice President of Sales and Marketing

Vista Professional Outdoor Lighting

Direct Phone: (805) ***-****       

Email: c***@***.com

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Vista Professional Outdoor Lighting

1625 SURVEYOR AVE

Simi Valley, California 93063

United States

Company Description

As the leading manufacturer of architectural and landscape luminaries, Vista Professional Outdoor Lighting is committed to training the most dedicated work force in the industry. By attracting and fostering employees who understand the paramount value of ... more

Find other employees at this company (52)

Background Information

Web References (29 Total References)


"After you have the general principles ...

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"After you have the general principles of landscape lighting down, all you really need to do is take a few design courses and you'll be an artist in no time," says Cruz Perez, vice president of marketing for Vista Professional Outdoor Lighting in Simi Valley, California. "I can't tell you how many times a contractor has told me, 'I just don't have the creativity for lighting.' No worries," says Perez.


Cruz Perez, vice president ...

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Cruz Perez, vice president of marketing for Vista Professional Outdoor Lighting, Simi Valley, California, recounts, "I can't tell you how many times a contractor has told me, 'I just don't have the creativity for lighting,' but the fact is that there are 13 basic techniques you need to know to do a very good job, and usually on any particular site only three or four are used."

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Perez, whose company offers free seminars, uses the same logic, "We don't push our products during our seminars; we train contractors how to be designers.
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Perez has seen profits as high as $1,000 on a $3,000 job.


Seeing the Light

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Showing consumers how a lit feature can enhance their yards 24 hours a day with in-store display may be all it takes to have them pull out their wallets, says Cruz Perez, the vice president of marketing for Vista Professional Outdoor Lighting, a Simi Valley, Calif.-based manufacturer.

Calling on manufacturers. "Spend the time to get your personnel up to speed by reaching out to manufacturers who provide training at no charge," Cruz says. "Your personnel need to understand the design techniques and how to sell it."
Pictures worth a thousand words. "Most homeowners don't know good lighting, but the moment they see it they know what it is," Cruz says. "These pictures can show someone what the products are capable of."
Teasing the customers. Setting up a demo kit in a customer's yard will put a sparkle in the pond and yard that the customer won't be able to live without once it has been removed. "Eighty to 90 percent of clients who use a demo kit with their customers will close that sale," Perez says.
Hitting the books. Any literature from manufacturers and distributors can help a retailer increase its product knowledge. "You have to be comfortable with any question that comes up," Perez says. "Or for the questions you can't answer you need to be able to say, 'Let me call the local sales person and get you an answer."
Hosting a lighting seminar with the help of an expert or manufacturer. "Those who sponsor training seminars have increased their business," Perez says. "It creates awareness in the target group and creates support from the manufacturer to the end user."
Creating a "Jones effect. A retailer might consider sending would-be lighting enthusiasts to do drive-bys of customers' homes that are already enjoying the benefits of an ever illuminated pond, Perez suggests.
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If a retailer knows what barriers its clientele faces in buying these products it will be able to help them overcome these sales obstacles, Perez says.


Nightlighting: Create Ambience and Atmosphere

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"The current economy is actually focusing more attention on outdoor lighting," says Cruz Perez, vice president of marketing, Vista Professional Outdoor Lighting, Simi Valley, California.


Use in-store displays to show consumers ...

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Use in-store displays to show consumers how a lit feature can enhance their yards 24 hours a day said Cruz Perez, vice president of marketing for Vista Professional Outdoor Lighting, in Simi Valley, Calif.. Call on manufacturers."Spend the time to get your personnel up to speed by reaching out to manufacturers that provide training at no charge," Cruz said."Your personnel need to understand the design techniques and how to sell it.". Good pictures are worth a thousand words.Cruz said "[Quality] pictures can show someone what the products are capable of.". Tease customers.Set up a demonstration kit in a customer's yard to put a sparkle in the pond and yard that the customer can't live without once it is removed."Eighty to 90 percent of clients who use a demo kit with their customers will close that sale," Perez said.. Hit the books.Any literature from manufacturers and distributors can help a retailer increase his or her product knowledge."You have to be comfortable with any question that comes up," Perez said."For the questions you can't answer you need to be able to say, ‘Let me call the local salesperson and get you an answer.". Host a lighting seminar with the help of an expert or manufacturer."Those who sponsor training seminars have increased their business," Perez said."It creates awareness in the target group and creates support from the manufacturer to the end user.". Create a "Jones effect."Send would-be lighting enthusiasts to drive by the homes of customers who already are enjoying the benefits of an illuminated pond, Perez said.Clients will line up to outdo their neighbors, he said.

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High-quality products often cost more up front, but they save money and time down the road because they are less likely to need repair or replacement, Perez said.

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