Independent kitchen and bath showrooms that do not install products they sell can improve their conversion ratios, margins and avoid competing solely based on price by taking a page out of the design-build playbook. When a customer wants to renovate their kitchen, bath or any other room in the house, savvy design-builders often prepare proposals outlining the scope of work, products specified and proposed timeframe. And then they quote one price for the entire job. Mrs. Jones, your new kitchen will cost $75,486. And if Mrs. Jones wants to know how much she might be paying for a faucet or sink, design-builders will respond by saying that the cost of your new kitchen is $75,486. The sink and faucet are included in the price.
Is that response flip, arrogant or too aggressive? Maybe, but it allows the design-builder to explain the entire scope of the project, what’s involved, how the company will stage, schedule, manage and troubleshoot if there are problems. It’s an opportunity to create trust. The bottom line is that you are not selling faucets, sinks, appliances, hardware, cabinets, etc. You are selling your expertise and peace of mind. You are selling lasting family memories and indelible good times with friends. You are selling increased happiness. You are selling dreams realized. You are selling the value that your firm brings to Mrs. Jones’ home, family and sanity. Price is the amount of money that someone will pay for something. Value is what your customers perceive as the benefit they will receive from their purchases.
Not every customer values the same things equally. That’s why showroom sales professionals need to ask probing questions of prospective and existing clients to understand better what’s important and what are the main pain points to overcome. When sales professionals explain how their showroom/design-build firm will meet or exceed their expectations, pricing often becomes secondary. A new kitchen or bath improves the quality of your customer’s and their family’s lives, increases the value of their home and enables your customer to make a unique and personal design statement.
Independent kitchen and bath showrooms should not itemize the cost of different kitchen components. Instead, provide a lump sum for the cost of the kitchen or bath that you are creating. Need an example: Imagine if you went to a car dealership and you asked the salesperson how much does the steering wheel, odometer and leather seats cost? Your customers don’t purchase cars with breakouts of individual component costs, nor should they purchase kitchens and baths that way either.