The reason LG Display OLED leads the premium TV market is not simply because of its superior picture quality. Its true value shines through the development of optimal products and strategies tailored to customer needs and their effective introduction to the market. The Large Display Sales Team works closely with customers to expand large-sized OLED’s influence while continuously pushing for competitive pricing.
Seungcheol Son is also working to achieve sales targets by proposing customized solutions that best reflect the needs of customers, while establishing a reasonable pricing strategy and an annual product operation plan. Since joining LG Display, he has remained the ‘junior in the team,’ yet he has also become the ‘growth catalyst’ behind large-sized OLED’s market expansion. Through his efforts to deliver an unparalleled ‘premium picture quality experience,’ he has firmly established himself as a ‘sales expert’ within the Large Display Sales Team.
In this article, we delve deeper into his insights on the reasons behind large-sized OLED’s continued growth in the premium TV market, as well as his perspective on customer value as a sales professional.
1. Why OLED?
Finding the Answer at LG Display
Hello, I’m Seungcheol Son from large display sales team. Our team is divided into three key areas -logistics, strategy, and products. I am part of the product team, where I oversee supply schedules, specifications negotiations, and annual product planning with our customers.
LG Display, as a pioneer in display innovation, has established itself as a leader in the premium TV market with its cutting-edge OLED technology. We are the only company that offers a full OLED lineup ranging from 42 inches to 97 inches, including 8K models. Additionally, our expertise ensures seamless integration with AI-powered TVs, providing the optimal panel solutions for next-generation smart displays.
This year, we made remarkable advancements. Our 4th-generation OLED—supplied to major customers—achieved an industry-leading 4,000-nit peak brightness, while also improving power efficiency by 20%. By maintaining high energy efficiency while delivering perfect blacks and rich colors, we have taken the viewing experience to the next level. As the AI TV era unfolds, real-time content processing is enabling ultra-high resolutions beyond 8K, making high brightness and power efficiency more crucial than ever. LG Display’s OLEDs have set a new industry standard as the best solution for these cutting-edge AI-powered TVs.
2. Sales from the Customer’s Perspective,
The Power to Drive OLED Adoption
In the B2B sector, securing a single contract can take months or even years. Unpredictable factors arise during negotiations, and unexpected challenges often require strategy adjustments. Adapting to these circumstances and maintaining strong relationships to successfully close deals is both the challenge and the excitement of the sales profession.
Not long after I joined the team, I successfully secured a supply contract with a customer I was responsible for. This was only possible thanks to the years of effort and trust-building my senior colleagues had invested. That experience taught me the true value of persistence and made me determined to give my best to achieve the team’s goals.
Since then, I have made a conscious effort to deepen my understanding of the display industry and OLED technology. I stay updated on market trends through display industry associations and daily research, actively take technical courses, and learn from experienced colleagues with strong engineering backgrounds. Communicating OLED’s value effectively requires more than just presenting facts—it requires the ability to translate technical strengths into compelling customer benefits.
3. My Definition of ‘Creating Customer Value’ Is To
Deliver a Differentiated Visual Experience
To me, customer value means delivering a premium and uniquely satisfying viewing experience through LG Display’s OLED. The perfect blacks, stunning contrast, and rich colors of OLED technology are key differentiators in the premium TV market. My role in sales is to ensure that customers fully experience these advantages by proposing tailored solutions from the product planning stage and optimizing both specifications and supply schedules.
Building trust throughout this process is paramount. By responding swiftly to customers’ pain points and fostering long-term partnerships, we can ultimately strengthen OLED’s position in the market. Based on close collaboration with our customers, I aim to deliver LG Display OLED’s unique value and continuously expand its influence in the premium TV market.
Consumers who purchase LG Display’s OLEDs should feel that they have made the right choice—that “OLED truly stands apart.” My mission is to work closely with customers, adapt to changing market trends, and further enhance OLED’s brand presence.
Seungcheol’s Challenge:
Pioneering Change in the OLED Market
Seungcheol aims to achieve sustainable growth for LG Display’s large-sized display business by offering a “differentiated visual experience” to more customers, and he is committed to providing competitive products and services. Moving forward, as he builds a strong partnership based on trust with customers, Son and LG Display are poised to lead the OLED market in the premium TV industry. Let’s cheer for this journey!
