If you asked your customers what is it that you actually do, what would they say? If you believe that you provide kitchen design and renovation services, most likely you would be taking a very narrow view of your customer’s perspective. Some may believe that you come to my home, destroy it, leaving me without a place to cook or eat for longer than expected. Others may perceive your services will help create more quality family time, make meal preparation easier and more enjoyable and reduce stress.
When someone comes to your showroom unexpectedly, how you approach, greet and interact could be the difference between landing a new customer or watching them walk out the door. Idle chit chat most likely will not land you a new customer. When you approach don’t ask, “How are you doing?,” because the prospective customer most likely figures you couldn’t care less how he or she is doing. A much better approach is to say, “Welcome to our showroom. Please feel free to wander around. If you don’t mind, I’ll check back with you in a few minutes to answer any questions you may have.”
Have you noticed that customers will readily drop $20,000 on a new refrigerator for their kitchen renovation but balk at spending $500 on a new faucet. The fact that they may be without a place to cook for two months does not seem to bother them as much as a $200 change order. If you examined the things that drive your customers crazy, chances are they are not big picture items. Instead, it’s the small, pesky inconveniences that send them off the deep end.
Career, community and cause are the three primary motivators that motivate the 21st century workforce to perform at their bests, concluded a study by Facebook of its team members.
Career relates to a place of employment that provides team members autonomy, enabling staff to use their strengths and provide them opportunities to learn and develop professionally.
How do you make your showroom a place where people really want to work instead of a place to earn a living? According to the author of The Employee Experience Advantage Jacob Morgan, becoming a go-to employment destination requires providing superior cultural, technological and physical employee experiences. Morgan found that companies that made the largest investment in employee experiences showed up 28 times more among Fast Company magazine’s most innovative companies list and 11.5 times as often in Glassdoor’s Best Places to Work. Experiential organizations also had four times the average profit and more than two times the average revenue of companies that did not make similar investments. They were also 25 percent smaller, suggesting they are more productive and innovative.
Many BKBG Shareholders complain about the Internet. They believe that the reason most customers don’t buy from their showroom is because their customers can buy for less someplace else. Sales Guru Bob Phelps argues that a lost sale is never about price or the product. A sale is lost because the sales professionals do not allay buyers’ fears. Phelps argues, “When you can remove risk or regret, your shopper is likely to buy.”
Finding and retaining top talent remains one of the greatest challenges in the kitchen and bath showroom business. BKBG members may be able to greatly increase their recruitment and retention rates by framing the services that they provide to clients in a different light. A kitchen and bath showroom does so much more than build new spaces in homes. BKBG members help to improve quality of life for their clients. They make a positive difference, providing endless opportunities for family members to better connect with one another and build stronger relationships with neighbors and friends.
Apple retail stores generate more dollars per square foot than any other retailer in the world. Scott Galloway points out in his new book The Four that Apple differentiates itself from other tech giants Google, Facebook and Amazon, because Apple is a luxury products company. Consumers spend eight to ten times more for an Apple iPhone than a Samsung Galaxy, because they are infatuated with the brand. Apple products connote a status that makes consumers feel good about their purchases.
Follow this four-step recipe to make your showroom a destination of choice:
First, understand your customer’s goals and showcase why your showroom is best suited to meet those goals.
Positive reviews and word-of-mouth referrals are gold to kitchen and bath showrooms. Imagine what your bottom line would look like if every one of your customers posted a positive review on Yelp or raved about the quality of your service and products to friends, neighbors and coworkers? Referrals can happen naturally or you can create them. Consider the following: