Consumers looking for new kitchen or other home remodel are often shopping price as their primary target. Others want to balance price and value and still others are most motivated by the best in quality and value. When encountering these three types, the best practice in kitchen and bath sales is to qualify the customer type early.
Separating the Wheat From the Chaff
Determining the price-only shopper quickly can save a lot of time and effort in the kitchen and bath sales process. If you are their third or fourth stop, find out their primary motivation for shopping. It usually takes only a short time in the process to identify if price or value is more important. Don’t forget to emphasize the value and quality of your products. Without saying it directly, confirm the old adage of, “You get what your pay for.”
If your are approached with competitor’s quotes, don’t allow your sales staff to fall into a bidding trap. Drive home the point that your price may not compare favorably because of quality, materials, the manufacturing process or lasting value.
Ignore Comparisons — Be Independent
Shoppers will sometimes offer designs or itemized quotes from other companies in an attempt to get a comparison quote. Explain to them that your company’s quoting process may be different from a competitor. Using designs and itemized quotes from the competition to arrive at a price is surrounded by certain ethical questions. Explain to the customer that it would be unfair to them, the competitor and you to determine price based on such information.
If they continue to insist on a price, agree to offer your own independent measurement and pricing but without itemized details or designs until a sale is agreed upon. Give the customer an oral explanation of details and a written bottom-line price quote only. Explain that this is common procedure before committing to a quote. If the customer is agreeable, move forward with the sales process.
Emphasize the Positive
If you are aware of issues with competitor’s quality which compare unfavorably with your own, target your better quality and value. Don’t be critical of the competitor’s products, just concentrate on your product’s differences. Avoid constant references to cost. If you know facts concerning how lesser quality affects lower price, mention it but emphasize your higher quality rather than the competitor’s lower level of quality.
Keeping a positive, direct approach and avoiding “apples to oranges” pricing will help prevent your kitchen cabinet sales staff from falling into pricing traps. It will also help them waste less time on “price-only” customers and increase their sales ratios.
This approach offers a mutual-respect philosophy that demonstrates professionalism that your shoppers will appreciate.
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