Focal Technology & Top-Down Selling Training

Location: Palace 1

Date & Time: Wednesday, February 4 at 5:30 PM

Description: This training is designed to give retailers and sales teams a clear, confident understanding of Focal’s core technologies and key selling points across each product series. We will focus on top-down selling, starting with Focal’s flagship innovations and premium materials, then cascading those benefits through the lineup to help customers understand value at every price point.

Training Objectives

• Understand Focal’s DNA: French engineering, in-house driver manufacturing, and acoustic innovation
• Learn how to lead with flagship technologies and translate them into real-world benefits
• Build confidence in upselling and down-selling without devaluing lower series
• Create simple, repeatable talking points for the showroom floor

Top-Down Selling Approach (How to Sell Focal)

• Start with Focal’s highest technology platforms and materials
• Explain how these technologies are shared, adapted, or simplified as you move down the line
• Position each series as best-in-class for its category, not “entry” or “budget”
• Focus on sound character, materials, and longevity, not just power handling or price

Series Overview & Key Selling Points

Flagship / Premium Series (Reference Point)

• 100% Made-in-France or French-engineered drivers
• Advanced cone materials (Beryllium, “W” cone, Flax evolution, Slatefiber origins)
• Highest level of detail, dynamics, and tonal accuracy
• Designed for customers who want the absolute best sound quality with no compromise
• Use as the benchmark for everything below

Performance Series

• Shares core cone technology philosophy from flagship models
• Excellent balance of performance, reliability, and value
• Tuned for real-world vehicle installs, not just competition cars
• Ideal for enthusiasts upgrading from factory or mid-level systems
• Emphasize sound improvement per dollar

Core / Mainstream Series

• Focal sound signature with simplified materials and designs
• Strong upgrade from OEM while maintaining affordability
• Easy to install, wide vehicle compatibility
• Perfect for customers who want clear, dynamic sound without complexity
• Reinforce that this is still true Focal engineering, not a generic speaker

Entry / Access Series

• Designed as the gateway into the Focal ecosystem
• Retains Focal voicing and build quality
• Excellent stepping stone for future upgrades
• Ideal for budget-conscious customers who still care about sound
• Position as “entry to premium,” not entry-level audio

Key Selling Translations (What Customers Hear)

• Better materials → cleaner mids, smoother highs
• Advanced cone design → faster response, more realism
• French tuning philosophy → natural, non-fatiguing sound
• Shared technology across ranges → confidence in every price tier

Takeaway for Sales Teams

• Always sell the technology first, then the price
• Let the customer decide how far down the ladder they want to go
• Every Focal series delivers a clear step up, not a compromise