Marine Fabricator January/February 2022 - 18

want; then they come in and see other
possibilities and change their minds. "
" Customers want to be able to feel the
quality and value in these expensive higher-end
fabrics, " Peterson agrees. " And
sample and swatch books help them see
the colors pictures don't always portray. "
Take advantage of cross-selling
TOP: To promote cross-selling and set
appropriate customer expectations,
SugarHouse Industries maintains a large
showroom with many different products
for customers to view. The boat is a
custom-built 13-foot scale model used
as a display piece that helps customers
visualize what they're buying.
BOTTOM: SugarHouse employees Ben
Christensen and Courtney McBride are
full-time sales associates who answer
phones, greet walk-ins and manage inperson
sales in the company's showroom.
Photos: SugarHouse Industries.
opportunities. " A lot of customers
come in for one product, and thanks
to displays, buy something else, " Peterson
says. " They'll say 'I didn't know
you offered that.' It can happen on the
website as well of course, but it's an
added benefi t of having products out
and displayed so they can see, touch,
feel, operate and play with them. "
Edit the options. Keeler says many
customers get overwhelmed when
presented with too many options in
the showroom, which is why he doesn't
show them every material and color in
the universe. Instead, he presents high18
Marine Fabricator | January/February 2022
performance materials that will be easy
to work with. " I've had to decide: Am
I a fabric distributor or a fabricator? "
he explains. " Keep it simple and direct.
If you have too many options, you end
up wasting everyone's time. Generally,
if you have a few lines of fabric,
someone's going to fi nd something that
works for them. "
Renna agrees. " From past experience
I know that if you give people too many
choices, it takes them way too long to
decide. It's a lot like walking into a department
store. "
Consider alternative lighting.
Renna says her showroom offers different
lighting colors (bright white, blue
and soft) so customers can see more accurately
how materials will look on their
own boats.
Offer refreshments. " It's kind of
a small, silly thing, but we have a mini
fridge and snack basket in our show

Marine Fabricator January/February 2022

Table of Contents for the Digital Edition of Marine Fabricator January/February 2022

Marine Fabricator January/February 2022 - Cover1
Marine Fabricator January/February 2022 - Cover2
Marine Fabricator January/February 2022 - 1
Marine Fabricator January/February 2022 - 2
Marine Fabricator January/February 2022 - 3
Marine Fabricator January/February 2022 - 4
Marine Fabricator January/February 2022 - 5
Marine Fabricator January/February 2022 - 6
Marine Fabricator January/February 2022 - 7
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Marine Fabricator January/February 2022 - 9
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Marine Fabricator January/February 2022 - 46
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Marine Fabricator January/February 2022 - 48
Marine Fabricator January/February 2022 - Cover3
Marine Fabricator January/February 2022 - Cover4
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