Given today’s economy, kitchen and bath professionals are competing in any way possible to garner the most sales. Logic tells us that the easiest way to attract customers is to cut margin and offer discounts. Because of this, many cabinet dealers and remodelers have been offering percentage level discounts – the more the customer buys, the higher the discount.
The problem with this strategy is that everyone wants to get on the bandwagon. Company A gives a certain discount; Company B tries to top it. And so it goes, back and forth. Before long, everyone is losing profit. Cost is important to customers, and since everything else seems to be increasing in price, it can be a major draw. To overcome this discount battle, you must adapt your sales techniques to reflect unwavering confidence in your product – and a justifiable price.
Elevate Your Brand Image
Your particular line of cabinets has characteristics unique to it, so emphasize those. Features have always been selling points, but they need to be exploited now, more than ever before. Value, quality, construction and unique aspects are all points that set your product apart from the competition. You never compromise in quality; therefore you can’t compromise in price. Use your cabinet sales techniques to paint a portrait of your product as the most desirable, regardless of price. Great value equals fair price.
Here are some points to highlight:
- Hardware
- Joinery
- Woods
- Longevity
- Warranties
- Manufacturing process
- Range of styles
- Performance
- Finish
- Resistance to abuse
Show Your Value By Using Comparisons
Competitors may offer discounts, but what is the customer giving up? Many product manufacturers are holding their prices on items, but portions are smaller. Look at groceries. Sugar sells in four pound bags now, instead of five. Toilet tissue is often a quarter of an inch narrower than it used to be. Tea bags that used to have 24 per pack now have 22. Adapt your cabinet sales techniques to give examples of features that have changed in either quality or amount. Emphasize that your quality is always the same. Give convincing evidence that your quality and value will not be compromised. Show that, while the discount is great, there may be concealed short cuts that permit such reductions. Stand by the quality, value and performance of your product.
Use Customer Comments
Survey former customers and ask for their comments on the performance of their cabinets. Ask if you may quote them in sales literature. Weave these comments into your sales techniques to show that your products are desirable to others. Create a sense of value by showing that others have made purchases of the same product at the same price, and are satisfied with their investment. Instill within the customer a desire for quality and lasting value, rather than the “deal-of-the-day.”
Durability, value, quality and desirable features all have a cost. Explain that those costs could be lowered, but only by changing the cabinet features. Steak costs more than hamburger. Airline travel is more costly than bus fare. Low prices often indicate a compromise in quality. Your company never compromises. Stand by your brand.
