Salespeople and showrooms seem to be focusing an awful lot on products, and that just might be their biggest goof. Do they do it because salespeople and designers have become lazy and only want to sell what makes them money? Or maybe because they truly believe that people are coming in to buy a cabinet line, not a solution? Either way, this is a nasty habit that needs to be changed as soon as possible.
As a dealer, focus the attention of your salespeople on having conversations. By doing so, your salespeople will learn more about the prospect (and better qualify them) and the prospect will learn more about the process.
Tell Them What They Need To Know
Unless you’re dealing with another designer or dealer, there is a high probability that the prospect has no clue where to start (or that their perceptions have been skewed by an unreliable source). Through conversation (with the right questions mixed in), you can show them that you are listening to their needs and position yourself as a trusted advisor. Then, after gaining their trust, you can begin to set their expectations straight.
Explain the Differences
Another way to educate your customer is to teach them the different qualities and characteristics of the cabinetry they can choose. Don’t make the mistake of selling to your customer at this point. They are seeking information and looking to develop background knowledge for when they do have to make the decision. Come in with an unbiased approach and explain the qualities – good or bad – to the customer.
Show Them Their Custom Options
You might be asking why this is a separate step. You clearly could have told them what custom options were available while you were explaining the differences in the cabinet lines, right? Well yes, but you’re going to give them too much information to process at once. When the customer comes to your showroom, they are looking to see how they can make their kitchen one of a kind. So take this time to show them the solutions to their needs. Educate the client on how to store items differently, have a more efficient layout or even simple aesthetic questions at this point. This isn’t where you sell the upgrades and bang prices and options over their head. You simply need to inform them on what options they do have.
The key to a successful visit to a showroom for the customer is one where they have something to take away. A successful visit for you is one that leads to a sale. Becoming an educational resource for your customer is a great way to build a relationship and trust to bring them to the next level – the sale.