Hybrid working is now a permanent feature of the workplace, helping to drive demand for AV. In 2025, digital signage was worth £1.6 billion in the UK market, with interactive displays valued at around £270 million and a videoconferencing market approaching £500 million.
In the workplace, meeting rooms are now smarter; spaces for collaboration have become standard and digital communication is our de facto way of life. That shift has moved AV from being a specialist purchase to an essential part of the modern working environment – and that’s great news for dealers.
Most dealers are already closer to the AV opportunity than they might think, yet many are still hesitant to offer it, assuming that it is too technical or requires specialists. However, customers aren’t necessarily looking for an IT expert; they’re looking for a trusted supplier that understands how their workplace operates and can provide the right solution.
It’s easy to assume that clients want to talk about the nitty-gritty of displays, cameras, cables and connectivity. They generally don’t. Most simply want a meeting room with tech that is reliable and easy to use, or a reception area that creates the right first impression for visitors.
So, instead of asking what equipment they need, ask how the workspace will be utilised. Will employees be chatting with colleagues working remotely? Are clients regularly invited into the office for meetings? Is training delivered in-house? Do they need to standardise technology across several sites?
These questions can move the focus beyond the kit itself and reveal what the customer is actually trying to achieve. Once you have the answers, moving forward with an appropriate solution becomes far easier.
Don’t leave cash on the table
Furniture and office fit-out dealers, in particular, are in the perfect position to grow AV sales. Picture this: you’ve won the refurbishment deal, the chairs and desks are ordered and the meeting rooms have been designed. But this isn’t where your involvement in the project should end. Whether it’s for a meeting room, pod or boardroom, the displays, mounting solutions, videoconferencing equipment and audio systems all have to work. And that equipment has to come from somewhere. Don’t walk away and leave the door open for a competitor.
This is a missed sale. AV should not be treated as a standalone category but as the finishing flourish. After all, what’s the point in a client investing in swanky new furniture and interiors – or exteriors – if the tech spec isn’t up to scratch?
Office moves, refurbishments, reception upgrades, breakout spaces and shared work areas all create natural opportunities for dealers to introduce AV systems and associated tech. Even something as simple as replacing office furniture can lay the groundwork for dialogue on monitor arms, display screens or videoconferencing equipment.
Keep it simple
For some dealers, the sheer size of the technology market can make AV seem daunting and that’s completely understandable. There are thousands of products and endless specifications and unfamiliar terminology can make it feel overwhelming. There is no need to become an overnight tech expert. Start with a handful of entry-level ranges that are complementary extensions of workplace projects: commercial displays, meeting room screens, interactive displays, videoconferencing solutions and digital signage.
Knowledge can be gained quickly through hands-on experience, while the right manufacturer, distributor and installation partners can give dealers the confidence and support they need if projects become more complex.
Go for it
One of the biggest attractions of AV isn’t simply the hardware – although this is high-ticket business. It’s the installation, software licences, maintenance contracts, support services, upgrades and ongoing account management. These all create recurring revenue streams as dealers can remain involved throughout the technology lifecycle. And the margins for hardware, software and services are good.
The best diversification avenues don’t require you to reinvent business. Finding opportunities often boils down to telling customers that you supply X, Y and Z, then asking them one more question. If you’re quoting for furniture, ask how meetings are held. If you’re discussing a refurbishment, ask what technology the space will need. If you’re reviewing an existing account, ask whether their meeting rooms still support their team’s work today. If you’re supplying educational institutions, ask how lessons are delivered. If you’re working with clients in hospitality, ask how they communicate with guests.
Every sector has its own AV and supporting technology requirements. Adding AV to the mix is a no-brainer and the dealers that recognise this and start asking the right questions will be the ones capturing more of the project – and more of the revenue.
Suzanne Tiernan is the founder of ST Tech
