Find a niche.
The niche tactic is well proven. Serving the lucrative high end of the market is the preferred approach, but is difficult until a strong position can be established.

Moving up the ladder will likely take time and a great deal of effort, and might not be successful if there is tough entrenched competition at the top. (And this is certainly the case in the systems industry!)

Specialization is another niche tactic that often works very well. Specialization can be by technology, by customer group, by region or some other criteria. The goal is to become the "go to" person or company within the specialty; the automatic first choice, the low risk choice.

Of course, adopting the niche strategy will almost certainly limit growth at some point, and it may prove difficult to expand into other areas. This has to be accepted as part of the bargain.

But many niche markets will value and support quality work, so there can be other rewards. Another downside is that sudden shifts in technology or market conditions can be a greater risk to a niche player than to broad-based competitors. Despite the tradeoffs, this can be an excellent strategy for those who came into the industry because they love good audio and enjoy the work.

Take the road less traveled and survive.
It is certainly possible to remain a purist and be modestly successful in professional systems. But be prepared for continuous challenges, long hours and, most likely, a relatively low income. The world needs more dedicated people, but does not usually pay them well.

There is also the risk of becoming too detached from market realities; no one is immune to the laws of supply and demand. And your business cannot become your hobby.

Deny and risk going out of business.
The absolute worst course of action is to sit around wishing for the "good old days" that probably never existed and hoping that the market will change and that customers will suddenly "wake up". Enough said!

The reality is that most systems businesses will probably adopt some combination of these basic strategies. In fact, many already have, quite successfully.

Whichever approach is chosen, make it a conscious decision. Analyze the situation carefully and objectively, then develop a strategy that is based on the realities of the marketplace, on personal and company strengths, weaknesses and resources.

Save the hand wringing over "misguided" customers for another time. Review what you have been doing, and what prospective customers have wanted. Find the pattern and look for an opportunity. Develop a workable strategy.

The good news is that business opportunities in the professional systems market are greater than ever, a positive side of the trend. The bad news, of course, is that it's going to be a little less fun.

"Good enough" will almost certainly win. The key is using it to your best advantage!

A regular contributor to ProSoundWeb Install Sound, Gary Stanfill is principle consultant for Colmar Systems, based in Southern California. His company has provided engineering and marketing consulting services to wireless microphone manufacturers for several years. Stanfill was president and general manager of Vega, a leading manufacturer of wireless microphone systems, for a total of 18 years. He has over 30 years experience in audio, RF technology, communications and wireless systems. He can be reached at gjstanfill@earthlink.net