Lutron Electronics Co., Inc., Coopersburg, Pa., is again providing its distributors and lighting showrooms with tools to increase sales through the annual Market Builders program. Market Builders features a comprehensive lineup of new products, programs and training tools to help Lutron's channel partners promote and sell the company's lighting controls. The primary focus is on increasing profits by converting switch sales into dimmer sales.

First offered in 1992, Lutron's Market Builders programs have demonstrated that distributors who implement the plans increase their sales significantly over those who don't use the program, according to Mike Cunningham, director of marketing communications for Lutron.

New residential market opportunities include Lutron On Board programs that distributors can use to get residential contractors “On Board” with Lutron (and, in some cases, into the lighting control market in general).

Three separate marketing packages for On Board contractors comprise merchandising and sales tools:

Lutron Wallbox Dimmers On Board

Designed to get contractors ready to install Lutron dimmers and replace existing switches.

Maestro Collection On Board

Promotes new Maestro technology for a room or throughout a home.

Wireless Lighting Control On Board

Trains how to promote and sell pre-programmed wireless dimming with Maestro Wireless, AuroRa and RadioRA packages.

On the commercial side, new market opportunities include commercial contractor training, contractor field training, facility manager field training and Lutron's commercial stocking program.

The most important and proven training tools in Market Builders 2008 are the Lutron Experience Centers and Lighting Control Institute. Programs offered at Lutron Experience Centers (located in Florida, Pennsylvania, and California) include Developing the Market for Lighting Control, Driving Your Business with Lighting Control, and Enhancing High End Residential Projects with Lighting Controls. Lutron also offers live, Web-based training with Knowledge Builders project sessions and local Lutron On Board training.

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