KBB - October 2013 - (Page 39)

dealer dish Showrooming What retailers are experiencing with today’s potential client There is still a solid belief in our industry that the best way to sell our goods is to be established in the old-fashioned brick and mortar—a business both trustworthy and sound. A showroom is a high-priced commitment by its owner to offer beautiful displays and convenience in a way that can improve the communication and remodeling experience for all involved. Not long ago, this was considered to be the hallmark of reliability. I can recall not long before that when handshakes were as reputable as a contract, but I digress to the good old days. There is an increasing trend in the industry to render the same offerings in the way of sales without a showroom. That is, of course, through the Internet. From a warehouse in the middle of nowhere or a low overhead guest room in a home, companies are formed to sell cabinets, tile, appliances, plumbing fixture, light fixtures, etc., and all may be obtained for a lesser price. It should come as no surprise that the Internet has been invading the world of renovation for quite some time, but keeping up with the information any homeowner can acquire and the discounted prices they are receiving is arduous at best. Though shopping online is mainly about the price, homeowners most likely will not click away thousands of dollars without more information or proof of the item’s value without physically seeing or touching it. So before a commitment to a purchase, they head out to the nearest location to view their desired merchandise.This is called “showrooming,” and this is where yours comes in. I’ve had some experience with this while working in a showroom, and here’s how it has been told by others as well. How it normally might work is the homeowner may find a remodeling idea online or in a magazine and then seek it out offline in the form of a showroom. After questioning the designer/dealer about the details of materials and their prices, he/she may go back online to research the best prices available. This may or may not have a negative affect on you, but there is certainly potential for feeling violated should you never see or hear from that person again, or worse, if you allow yourself to be reduced to selling just a few items at a discount. Potential Solutions So there you sit Monday through Friday from 9 to 5 in a clean, updated, colorful dream of a showplace that your hard-earned cash paid for to accommodate any particular taste that may walk in. Your experience and knowledge alone is worth more than all the yearly upgrades to your displays, and your design abilities are more valuable still. Knowing a possible showroomer may be your next potential client, what do you do? Well, if you sense you are being used, there are two ways to approach them: Cut the time you spend on this non-customer, or make him/her one by talking up your value-add to the entire project. Ask what they deem is important, and let them sell themselves to you. Those in the kitchen and bath industry suggest a few other things: • Know and be confident in your design talents and your products, i.e.; express your philosophies, talk about your imperative duties as the designer, let your creativity adjust the costs instead of discounting. If they don’t get it, let the doorknob hit ‘em. • Choose low-maintenance materials that suit your overhead (nothing that causes call backs, refunds or time-consuming details, associate with easy to deal with business people). • Know your clientele. Recognize the different types of potential clients. i.e.; those that need more assistance than others, those interested only in the design or a few items. • Make things easy for yourself. Choose smaller over larger square footage space. Lessen your overhead. Focus on specific offerings and/or materials. • Offer deals on items you know will work in the overall profit. • Offer a walk-up computer prepped with links to only the products you support. One thing is for sure, dropping or matching the Internet price will only get you “that” client. It’s best not to invest in those you can sense will be difficult and draining from the beginning. Everyone has spent some time in the red because of that type of client. I don’t know anyone who can afford to take the chance now. In reality, we’ve been ripped off in this industry one way or another in decades passed. It doesn’t happen that often, nor is it that different from the way we are being dooped now. It just feels sneakier. So if you sense you’ve got a showroomer on you hands, do what you would during any other unfavorable time; maintain the good old-fashioned business ethics that got you here in the first place. That’s something the showroomers or the Internet cannot violate. n —Lynn Aspatore is the owner of LP Designs, a kitchen and bath design and space-planning firm in Walnut Creek, Calif. www.kbbonline.com / October 2013 + K BB 39 http://www.kbbonline.com

Table of Contents for the Digital Edition of KBB - October 2013

KBB - October 2013
Contents
Online Contents
Editor’s Note
Show Director’s Note
Celebrity Design with...Nicole Curtis
Universal Design
Trends
Products
Reader’s Choice Awards
KBIS Countdown to Design & Construction Week
Dealer Dish
Design
Magical Transformation
Let there be Light
Industry Viewpoint

KBB - October 2013