Welcome to Sales Refresher Training on i-ceilings Sound Systems for Education & Conference Rooms

1. Welcome to Sales Refresher Training on i-ceilings Sound Systems for Education & Conference Rooms For the Audio portion, please call: 1-888-422-7101 Participant Code: 129269 2004 AWI Licensing Company

2. Objectives • Identify typical applications in education (K-12 and university) and conference/board rooms • Develop sales strategies • Leverage existing sales tools and success stories • Understand the right products for different applications • Share best practices and challenges from the field 2004 AWI Licensing Company

3. COMMERCIAL SOUND APPLICATIONS: • Music & sound reinforcement • Paging & public address • Sound masking 2004 AWI Licensing Company

4. Education • COMMERCIAL SOUND APPLICATIONS: • Music & sound reinforcement • Paging & public address • Sound masking 2004 AWI Licensing Company

5. Conf & Board Rooms • COMMERCIAL SOUND APPLICATIONS: • Music & sound reinforcement • Paging & public address • Sound masking 2004 AWI Licensing Company

6. Education - Key Speaker Features • Fast & easy to install • Excellent voice clarity for paging and intercom • Aesthetics… “out of sight, out of mind” more resistant to vandalism or damage • Great to use with Talkback systems (better pickup than typical cone classroom speakers…acts like a 2’x2’ “microphone”) • Relocatable for space reconfigurations 2004 AWI Licensing Company

7. Boardrooms - Key Speaker Features • Aesthetics for high profile spaces • Fast & easy to install • Improved resistance to feedback (important for sound reinforcement) -- due to unique flat speaker design • Good fidelity that “fills the room” • Relocatable Applause Speakers blend in! 2004 AWI Licensing Company

8. Get in early. That’s our advantage! Ask early & often. Sales Strategies - Education • Pre-call planning • Get to owner if possible • SPIN questions….around use of the space, verify plan for sound systems, inquire about desire for aesthetics, paging/sound reinforcement likely is “part of the standard environment,” find out who does their sound systems • Use Wireless as leverage too • Use testimonials, literature, sales tools • Use the Web • Door-opener - Leverage for Armstrong solutions • Note: Hard to get upgrades, particularly in the K-12 segment, but may close spec, reduce VE’ing 2004 AWI Licensing Company

9. Get in early. That’s our advantage! Ask early & often. Sales Strategies - Boardrooms • Pre-call planning on Office & Hospitality jobs • Look at major projects and try to leverage “wow” of invisible speakers in the conference room spaces • SPIN questions….around use of the space, quantity/type of meeting rooms, verify plan for AV in those spaces, inquire about desire for aesthetics, find out who does sound systems for owner, or if there’s a preferred dealer • Use testimonials, literature, sales tools • Use the Web • Door-opener - Leverage for Armstrong solutions and close spec or sale • Opportunity for upgrades here to Ultima ceilings • Note: Analogous opportunity to introducing A.S. higher end aesthetic options for those spaces, or acoustical walls 2004 AWI Licensing Company

10. WEB: from commercial homepage, or i-ceilings.com Sales Tools • Case Studies - Education: • Mountainview High School (sound) • Terrace Community School (wireless) • Brochure: • Sound Brochure, CS-3417 • Data Pages: • Speaker Data Page, CS-3450 • (Electronics Page, CS-3458, not as relevant) • Ad reprint: • Faux Pas, CS-3482 2004 AWI Licensing Company

11. Testimonials - Boardrooms • Video Systems of the Carolinas: • US Gypsum HQ boardroom • Quote from p15 of Sound brochure: • “Boardrooms are our business, and we were very impressed with the APPLAUSE speakers. They have very good tone quality, and the right look was important to our corporate client. The speakers were perfect for our needs.” • Roger MacWhirter, Vice President • NMRS Law firm conference rooms • 70 Ultima APPLAUSE speakers, SC • Marriot Hotel meeting rooms, SC • (article scan on My Armstrong, i-ceilings) 2004 AWI Licensing Company

12. Testimonials – Education • K-12: • Mountainview HS – Idaho (see case study) • California - “We used ESSENTIALS on a temporary classroom job recently. The customer and our installers were thrilled. The client liked them so much he requested the Armstrong speakers for the permanent classrooms.” • Mark Dundas, UCT • Higher Ed: • University of Iowa, Adler School of Journalism • 150 APPLAUSE speakers installing now 2004 AWI Licensing Company

13. Right Products for the Applications 3 SPEAKER MODELS: • APPLAUSE™- Sound Reinforcement & “Business” Music (best)($$$) (best fidelity, highest volume) • PRIVACY™ - Premium Masking, Paging, & Background Music (better)($$) • ESSENTIALS™ - Economical Paging, Masking & Background Music (good)($) 2004 AWI Licensing Company

14. The Right Products for… MUSIC & SOUND REINFORCEMENT in CONFERENCE & BOARD ROOMS AND UNIVERSITY CLASSROOMS: • APPLAUSE • PRIVACY • The typically higher ceiling of university classrooms lends itself to recommending the higher power (30w) Applause. • Note: not typically ESSENTIALS because of limited fidelity and power/volume. 2004 AWI Licensing Company

15. The Right Products for… PAGING AND PUBLIC ADDRESS IN SCHOOLS: • For typical ceiling height & price conscious – • ESSENTIALS • PRIVACY • For high ceiling (ie univ classroom) and/or very loud background noise • APPLAUSE • NOTE: all models excellent clarity in voice applications, matter of power/volume needed 2004 AWI Licensing Company

16. Let’s Review WHAT I-CEILINGS OFFERS YOUR CLIENTS: • Unparalleled Aesthetics • Speakers that look like the rest of the ceiling for a clean design 2004 AWI Licensing Company

17. Great Benefit for Paging & Sound Reinforcement! WHAT I-CEILINGS OFFERS YOUR CLIENTS: • Unparalleled Aesthetics • No more speaker grilles! 2004 AWI Licensing Company

18. Leverage for Core Ceilings! VARIETY OF VISUAL PATTERNS TO COMPLEMENT ARMSTRONG CEILINGS • OPTIMA • ULTIMA • DUNE • FINE FISSURED • CORTEGA • Layin & Tegular 2004 AWI Licensing Company

19. WHAT I-CEILINGS OFFERS CONTRACTORS AND OWNERS: • Fast and Easy Installation • Drop-in, low profile speakers install in <15 min. • No plenum conflicts • Resistant to Feedback problems 2004 AWI Licensing Company

20. Let’s Review How Armstrong Speakers Are Ordered: • Select the Speaker Model (1 of 3) • Check Ceiling Visual Pattern (1 of 4) • Check Ceiling Grid Detail (1 of 3) • 15/16” grid or 9/16th grid • With 15/16th grid: Choose Lay-in or Tegular edge • Identify Item # and call CFC • Be careful: there are 12 different choices possible for each of the 3 speaker models – total of 36 SKUs • All item numbers with visual/grid/edge detail are on-line at www.i-ceilings.com • 1-877-ARMSTRONG • Senior CFC reps Tracie & Chris who support I-ceilings direct access: 1-877-276-7876 (options 1-6-2) 2004 AWI Licensing Company

21. Let’s Review Speaker Pricing: • Rule of thumb “list” pricing: • Essentials - $100/speaker • Privacy - $200/speaker • Applause - $300/speaker • Based on first cost, we’re premium priced vs wide range of competitors • On installed basis, we get closer with labor savings, but more difficult to achieve this in smaller spaces like classrooms & conference rooms • TAKEAWAYS: • On economics alone – unlikely to win Education or Conf Room jobs • Aesthetics or other performance/installation features must be considered & valued, and dealer have some discretion outside of straight bid • Our Advantage: Getting specifier or owner to demand our solution 2004 AWI Licensing Company

22. BEST PRACTICES: • What works in your region? • What questions do you have / do you get from specifiers? • What are the Education jobs you’re working on or projects with Conference & Board room possibilities? • Do you have major specifiers in your region that focus on these segments, and are they aware of our solutions? • Reminder: For projects in HEAT with I-ceilings potential, put “i-ceilings” in User Field 1 2004 AWI Licensing Company

23. Other Sales Tools your customers see… Re: Office and Healthcare Speech Privacy 2004 AWI Licensing Company

24. armstrong.com/speechprivacy Other Sales Tools - Office Improved! • Speech Privacy Predictor Program • Acoustics II CES: Speech Privacy in Office Design • Case studies: • Accenture, CS-3489 • Hortica Insurance, CS-3446 • Newcomb & Boyd, CS-3423 • White paper: • A Quiet Day at the Office, CS-3514 • Ad reprint: • Sound Business, CS-3452 2004 AWI Licensing Company

25. armstrong.com/hipaa Other Sales Tools - Healthcare Improved! • Speech Privacy Predictor program • CES – Addressing Speech Privacy Issues in the Healthcare Environment • Case studies: • Pediatric Dentistry, CS-3583 • White paper: • Rx for Healthcare Speech Privacy, CS-3513 • Ad and Article reprints, Flyers: • FacilityCare Speaks with Ken Roy, CS-3487 • HIPAA “Compliance,” CS-3485 • 8 ½ x 11 Flyer, HIPAA ad & info, CS-3488 new! 2004 AWI Licensing Company

26. Thanks for your participation! Was this info & format useful? Please give us your feedback! NOTE: This presentation – and the one for Office and Healthcare – are archived and available for download from My Armstrong under “E-Learning” as well as “Ceiling Rep Support/Sales Tools Devt Programs/i-ceilings” 2004 AWI Licensing Company