RoseWater Energy is making a case that power management should not be sold as a technical add-on. Rather, it should be part of the larger conversation about how a luxury home functions, protects its technology investments, and supports the way clients actually live.
The company recently partnered with manufacturers’ representative LK & Associates to host a three-hour consultative sales training session for systems integrators at ShowKase by LK & Associates, the company’s recently opened experience suite located inside the Design Center of the Americas in Dania Beach, Florida.
Rather than centering the session on installation methods or product specifications, RoseWater Energy CEO Joe Piccirilli focused on the front end of the sales process: how integrators greet customers, ask better questions, listen for real homeowner priorities, and connect technology recommendations to lifestyle needs.
The event brought together 16 industry professionals for interactive training, which included audience participation, role-playing, and practical sales exercises. The goal was to help attending dealers move beyond product-first conversations and toward a more consultative approach that can support larger, more profitable projects—something we’re hearing a lot more about lately.
“One of our goals at LK & Associates is to provide systems integrators with education that helps them become more successful business people, not just better installers,” Seth Kaplan, principal of LK & Associates, said in a statement recapping the event. “Joe’s presentation was one of the most engaging sales programs we’ve hosted because it gave attendees practical skills they can apply immediately, not only when discussing power management, but throughout the entire sales process.”
Many integrators come from technical backgrounds, and their expertise is often rooted in designing, installing, and servicing systems. But as connected homes become more complex, the ability to guide a client through value, risk, resilience, and long-term performance becomes a business skill in its own right.
“The custom integration industry was built by installers,” Piccirilli said in the statement. “Many professionals become exceptionally skilled at designing and installing systems, but few have ever received formal sales training.”
The first half of the RoseWater Energy session was intentionally brand-agnostic, covering sales fundamentals such as qualification, active listening, needs discovery, and customer communication. Only after that foundation was established did the conversation turn toward power management.
“What stood out most was that this wasn’t a product presentation disguised as sales training,” Mark Goldstein of LK & Associates added. “Joe spent the first half of the session teaching consultative selling fundamentals that apply to every technology category.”
For RoseWater Energy, the larger message is that power should be introduced alongside networking, lighting, shading, and other core systems early in the project conversation. If a client is investing in a wine cellar, wellness space, home office, luxury appliances, or whole-home technology ecosystem, power management can be framed around reliability, continuity, and protection of the broader living experience.
That shift changes the sales conversation. Instead of presenting power as an accessory to an AV system, integrators can position it as infrastructure that supports the entire connected home.
Lauren Roberts, co-owner of Good Sounds Home Theater in Boca Raton, Florida, said the course changed how she thinks about both selling and the power category.
“The first half of the training was valuable because it wasn’t about selling RoseWater; it was about selling, period,” Roberts said. “Joe took concepts that people often overcomplicate and simplified them into conversations that feel natural.”
Roberts added that the session helped her reframe RoseWater Energy HUBs around peace of mind, not just equipment protection. For clients, that can mean fewer disruptions, less uncertainty, and more confidence that the systems they depend on will work as intended.
RoseWater Energy and LK & Associates are also planning follow-up role-playing sessions to help participating dealers continue building those consultative sales skills. Piccirilli emphasized that sales training should be treated as ongoing practice, rather than a one-time class.
RoseWater Energy will bring the curriculum to CEDIA Expo 2026 in Denver September 1-4, where Piccirilli is scheduled to present additional education focused on power management and integrator business growth.
For a channel that often leads with technical capability, the training points to a broader opportunity: the integrators who can best connect technology to lifestyle, resilience, and long-term homeowner value may be the ones best positioned to grow.
