I AM CEDIA – Dave Williams, Asia Pacific Sales Management

Feb 26, 2018

Who are you? 

Dave Williams, Managing Director of Asia Pacific Sales Management.

What’s your company and where is it based?

Based in Victoria in Australia, Asia Pacific Sales Management offers sales, marketing, account management, and market entry services for consumer and automotive electronics manufacturers from around the world. We help manufacturers find and partner with like-minded distribution companies to increase their international sales, as well as look at other sales strategies such as OEM. We also help distribution companies find new products to market in their countries via our product sourcing service.

How did you get into the industry?

I started in this industry back in 1989 by answering an advert (editor's note: "advertisement" in the U.S.) for a retail sales position for a Hi-Fi shop in Auckland, New Zealand. I found that I not only enjoyed the music, but I also enjoyed the technical side of Hi-Fi, and was good at selling it too.

What’s your favorite project and why?

We worked on a new build project on an Island with several rooms of AV and a dedicated theater. It was a great project, because the clients wanted premium sound as a priority. It makes your job easier when money isn’t an object and the best you can do is what they want.

Which home technology do you consider the most important today and why?
I would say multi-room control systems. The User Interface (UI) is so important because this is what we interact with, so it has to be simple and easy to use. Not all control systems currently tick these boxes, but they are getting a lot better!

"I wanted to give something back to the industry that has been pretty good to me over the years."

What’s the biggest issue for home technology businesses today and how can they deal with it?

I personally believe that the biggest issue right now is that many manufacturers are cheapening the whole offering, which is making everything a commodity. This is leading to end users believing that they can do it themselves. When we offer anything more with better control and quality — but at a higher price — the user believes you are trying to rip them off. This is very frustrating! There is also a lack of sales ability in many parts of the industry.

If there was one thing you could change in the industry what would it be?

The desire to demonstrate by dealers! We’ve dumbed-down the quality for convenience so that people don’t know that there is better out there. We need to start showing that quality again, and demonstration is the only way.

How long have you been a CEDIA® member?

We are a new CEDIA member, having only recently joined in September 2017.

Why did you become a CEDIA member? 

I joined CEDIA so that I could become a volunteer and present CEDIA training courses. I wanted to give something back to the industry that has been pretty good to me over the years.

Which CEDIA benefits have you/do you plan on taking advantage of, and why?

I will be taking advantage of gaining entry to CEDIA shows. As an international sales agent, these are great places to meet my clients without having to fly to every country. Many of my manufacturers are also members and exhibit at these shows, so it works out nicely.

What does 2018 hold for your company?

I’m hoping for a big year with some great brands that we’re looking after, and there feels like a more positive sentiment in the market too.




CEDIA blog posts are intended to provide general information and should not be regarded as legal opinions or advice.

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