Whether you’re selling kitchens, used cars or flat screen televisions, there are basic fundamentals involved that are frequently practiced by successful salespeople. Many of these principles use common sense, yet some salespeople still stray away from them. Selling kitchens can get quite complex, but these traditional techniques will help increase your kitchen sales success stories.
Always keep the customer’s needs in mind
One of the best and most important cabinet sales techniques is to always keep the prospect’s needs in mind. Selling to a commission or a spiff doesn’t usually create a recipe for success. Think about what’s best for the prospect because it will always result in a better outcome. In addition to that, it will make you and your organization look good and most likely result in repeat customers and word of mouth referrals (word of mouth is still one of the highest performing sources of leads).
Remember the Cialdini principles of influence
Dr. Robert B. Cialdini, a professor of psychology at Arizona State University, came up with six principles of influence salespeople can use. These principles can also be successful cabinet sales techniques. They are (in no particular order):
- Reciprocation – In a nutshell, give something to get something. For example, “I might be able to get you that upgrade, but you would have to start your project with us today – is that something you can do?”
- Commitment – Essentially you want the prospects thinking “I’m going to buy this,” before they actually commit. An example would be asking your prospect if they will buy within the next few weeks if you spend several hours on their design.
- Authority – People are likely to be influenced by an authority in the field. Show your experience and industry know-how, help them determine a budget for their kitchen remodel by giving them an online resource like The Consumer’s Voice.
- Consensus – Show your customer that they’re not alone. For example, “Most people initially feel the same way you do about the extra cost for this style of cabinetry. After they see the…[give the prospect 2-3 key features]… they realize that it actually is a great price for the value they are receiving. But, like I said earlier, it’s not for everybody…”
- Scarcity – A classic is “I don’t have many of these units left.” An even better scarcity is you, the designer. If you’re busy handling prospects who are making a buying decision in the next few weeks, then explain that openly to your prospect. You just don’t design for people who are shopping right now. You’ll find that in the world of free designs at the big box retail stores, the scarcity of your design time will make you a hot prospect that people want to do business with.
- Friendship – Consumers will likely buy what you’re selling if they feel some sort of personal connection to you. The old adage that people buy from people is still true.
Use your ABC’s
Always Be Closing. Look for subtle hints that the customer is ready to buy. Recognize those hints and act upon them. Don’t be afraid to ask the difficult questions (timeframe, budget, etc.).
The golden rule
Treat others as you wish to be treated. This is perhaps the number one cabinet sales technique (or the number one sales technique in general) to refer to regularly. When you find yourself getting frustrated with your prospects, put yourself in their shoes. Try to understand where they’re coming from. Not all prospects are evil and want to take advantage of you — some are just genuinely misinformed and confused.
There are many components to successfully selling kitchens, but these basic ground rules can help establish a solid foundation with a prospect.