TL;DR
- Verify certifications (CTS, CTS-D, CTS-I) and manufacturer authorizations before serious conversations begin
- Request three comparable references from your specific industry—then actually call them
- Demand detailed, line-item proposals; vague quotes hide costly surprises
- Evaluate service agreements and response times as carefully as equipment specs
- Trust your gut on communication quality—it only gets harder after the check clears
Why Your AV Integrator Choice Matters More Than Your Equipment Choice
Here’s a truth that might sting: a mediocre AV system installed by a great integrator will outperform a premium system botched by a bad one. Every time.
An AV integrator does far more than mount TVs and run cables. They design systems that solve your specific business problems, manage complex installations across multiple trades, program control systems so your staff can actually use them, and keep everything running for years after the install. Choose poorly, and you’re stuck with a conference room nobody wants to book or a digital signage network that’s perpetually “being fixed.”
The challenge? The AV integration industry ranges from true professionals with decades of commercial experience to home theater guys who bought a work van. This guide helps you tell the difference before your deposit clears.
Step 1: Verify Credentials and Certifications
Professional certifications aren’t just alphabet soup—they represent verified training, tested competency, and ongoing education requirements. Start your evaluation here.
Industry Certifications to Look For
AVIXA (Audiovisual and Integrated Experience Association) administers the gold-standard certifications in commercial AV:
| Certification | What It Means | Why It Matters |
|---|---|---|
| CTS (Certified Technology Specialist) | General AV knowledge and best practices | Baseline professional competency |
| CTS-D (Design) | System design and engineering expertise | Critical for complex projects |
| CTS-I (Installation) | Installation standards and techniques | Ensures proper implementation |
A reputable integrator should have multiple CTS-certified staff members. For projects involving custom system design—conference rooms, large-scale digital signage, performance venues—ask specifically for CTS-D involvement.
Manufacturer Authorizations
Beyond industry certifications, check for manufacturer authorizations. These partnerships indicate:
- Technicians trained on specific product lines
- Access to technical support and firmware updates
- Authorized warranty service capabilities
- Volume pricing that benefits your project
Ask directly: “Which manufacturers are you authorized to sell and service?” An integrator claiming expertise with Crestron, Extron, or QSC systems should have the certifications to prove it.
Pro Tip: Verify certifications independently at AVIXA’s online directory. Any legitimate integrator will happily provide their certification numbers.
Step 2: Assess Industry Experience and Specialization
AV integration isn’t one-size-fits-all. A company that excels at corporate boardrooms may struggle with restaurant audio systems. Look for relevant experience.
Questions to Gauge Experience
- How many projects similar to mine have you completed in the past two years?
- What percentage of your business comes from my industry vertical?
- Can you show me a project of comparable scope and complexity?
- What unique challenges does my type of facility present?
Industry-Specific Considerations
| Business Type | Key Experience Areas |
|---|---|
| Restaurants & Bars | Distributed audio, zoning, outdoor systems, noise management |
| Corporate Offices | Video conferencing, room scheduling, UC platform integration |
| Retail | Digital signage, background music licensing, content management |
| Hospitality | Guest-facing tech, property-wide systems, 24/7 support needs |
| Houses of Worship | Live sound, streaming, acoustic challenges, volunteer training |
An integrator without relevant experience isn’t necessarily disqualified, but they should acknowledge the learning curve honestly rather than overselling their capabilities.
Step 3: Evaluate the Proposal Process
How an integrator handles the proposal phase reveals how they’ll handle your project. Pay attention to the process, not just the price.
What a Professional Proposal Includes
A legitimate commercial AV proposal should contain:
Site Assessment Documentation
- Photos and measurements of installation areas
- Existing infrastructure evaluation
- Structural or electrical concerns identified
- Network readiness assessment
Detailed System Design
- Equipment list with specific model numbers (not “or equivalent”)
- System diagrams showing signal flow
- Control system functionality descriptions
- User interface mockups for custom programming
Line-Item Pricing
- Equipment costs itemized separately
- Labor hours estimated by task
- Programming and commissioning fees
- Project management costs
- Permit fees if applicable
Project Timeline
- Design and procurement phases
- Installation schedule with milestones
- Programming and testing periods
- Training dates
- Final walkthrough and acceptance
Red Flags in Proposals
| Warning Sign | What It Usually Means |
|---|---|
| Single lump-sum price | They’re hiding margins or haven’t done detailed planning |
| “Allowances” for major items | Scope isn’t defined; expect change orders |
| No site visit before quoting | They’re guessing, not engineering |
| Pressure to sign quickly | They need your deposit more than your project |
| Dramatically lower price | They missed something, or they’ll cut corners |
Important: Get at least three proposals for significant projects. If one price is dramatically different (high or low), ask that integrator to explain the variance. Sometimes they’ve included something others missed—or vice versa.
Step 4: Check References Strategically
References seem straightforward, but most people do them wrong. Here’s how to get useful information.
Request Specific References
Don’t accept whatever names they offer. Ask for:
- Three projects of similar scope completed in the past 18 months
- At least one reference from your industry
- A reference who experienced a problem and can speak to how it was resolved
That last one matters most. Every company has happy customers; how they handle problems reveals their true character.
Questions to Ask References
About the Project:
- Did the project finish on time and on budget?
- Were there surprises not covered in the original proposal?
- How did they handle change orders?
About Communication:
- How responsive were they during the project?
- Did you have a consistent point of contact?
- How well did they communicate delays or issues?
About the Outcome:
- Does the system work as promised?
- Can your staff operate it without constant support calls?
- Would you hire them again without hesitation?
About Service:
- How quickly do they respond to service calls now?
- Have you needed warranty work? How was it handled?
- Do they proactively reach out about updates or maintenance?
Step 5: Understand Service and Support Commitments
The installation is just the beginning. Your relationship with this integrator will likely span years of service calls, updates, and eventual system refreshes.
Service Agreement Essentials
| Component | What to Confirm |
|---|---|
| Response Time | Guaranteed response window for service calls (not resolution—response) |
| Coverage Hours | Standard business hours vs. extended/24-7 support |
| Remote Support | Capabilities for remote diagnosis and fixes |
| On-Site Service | Labor rates and travel charges for physical visits |
| Preventive Maintenance | Included inspections and what they cover |
| Software Updates | Firmware and programming updates included or extra? |
| Escalation Path | What happens when tier-one support can’t solve it? |
The Warranty Question
Don’t assume the integrator’s warranty matches manufacturer warranties. Ask specifically:
- What’s your labor warranty period?
- What voids the warranty?
- Who handles warranty claims—you or the integrator?
- What’s covered after the warranty expires?
Equipment typically carries one to three-year manufacturer warranties. Professional integrators often provide one-year labor warranties. Anything less than 90 days on labor should raise concerns.
Step 6: Assess Communication and Cultural Fit
Technical competency means nothing if you can’t communicate effectively. You’ll work with this company for months during the project and years afterward.
Communication Indicators
During the sales process, notice:
- Response Time: Do they return calls and emails within a business day?
- Listening Skills: Do they ask questions about your needs, or just pitch their solutions?
- Explanation Quality: Can they explain technical concepts in terms you understand?
- Documentation: Are their written communications professional and clear?
- Follow-Through: Do they deliver promised information when they say they will?
Cultural Fit Considerations
- Does their company size match your expectations for attention?
- Do they seem genuinely interested in your project, or are you just another job?
- Are you comfortable with the people who’ll actually do the work?
- Do their values around quality and service align with yours?
Gut Check: If communication is difficult during the sales process—when they’re trying to win your business—it won’t improve after you’ve signed.
Evaluation Scorecard
Use this scorecard to compare integrators objectively:
| Criteria | Weight | Integrator A | Integrator B | Integrator C |
|---|---|---|---|---|
| Certifications (CTS, manufacturer) | 15% | _/10 | _/10 | _/10 |
| Relevant industry experience | 20% | _/10 | _/10 | _/10 |
| Proposal quality and detail | 15% | _/10 | _/10 | _/10 |
| Reference feedback | 20% | _/10 | _/10 | _/10 |
| Service agreement terms | 15% | _/10 | _/10 | _/10 |
| Communication and fit | 15% | _/10 | _/10 | _/10 |
| Weighted Total | 100% | ___ | ___ | ___ |
Score each integrator 1-10 on each criterion, multiply by the weight, and sum for a total. Adjust weights based on your priorities—if ongoing service matters most, increase that weight.
Conclusion: Make the Decision
Choosing an AV integrator isn’t just a purchasing decision—it’s selecting a long-term technology partner. The extra time spent evaluating candidates pays dividends for years in system reliability, support quality, and peace of mind.
Your next steps:
- Create your shortlist: Identify three to five integrators through industry referrals, manufacturer recommendations, or AVIXA’s integrator finder
- Verify credentials: Check certifications before scheduling meetings
- Request site visits: Don’t accept proposals without on-site assessments
- Compare systematically: Use the scorecard above to evaluate objectively
- Check references thoroughly: Call all three, and ask the hard questions
- Review contracts carefully: Have legal review service agreements before signing
The right AV integrator makes complex technology feel simple. The wrong one turns simple technology into a complex headache. Take the time to choose wisely.
Need help defining your AV requirements before talking to integrators? Check out our guide to writing an AV RFP
