Lighting That Sells: How to Sell the Experience, Not Just the Fixture

Lighting isn’t about fixtures — it’s about transforming how people feel in their homes. In this masterclass-style webinar, Ron Callis (CEO, One Firefly) and Patrick Laidlaw (Director of Business Development - Integration, WAC Lighting/AiSPIRE) break down exactly how integrators can sell lighting by focusing on the experience, not the spec sheet.

Whether you're new to lighting or looking to grow your lighting division, this session gives you the tools, stories, and strategies to confidently present lighting to homeowners, designers, and builders.

💡What You’ll Learn:

→ The Four Experiences of Light: Static White (Alpine), Dim-to-Warm (Astro), Tunable White (Atmosphere), and Full Color (Aurora)

→ How lighting impacts emotion, wellness, sleep, and lifestyle

→ The difference between dim-to-warm vs. tunable white and how to explain it without overwhelming clients

→ Real-world storytelling techniques that help integrators sell value, not parts

→ Where to use each type of lighting in a home for maximum impact

→ Marketing content you should be creating (even if you don’t have project photography yet)

→ Accessing Aspire/WAC’s brand portal for free marketing images

🚀 Boost Your Lighting Sales With Better Storytelling

Clients don’t buy fixtures — they buy how lighting makes them feel. When you lead with experiences, stories, and emotion, you elevate your brand and close more.

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