Kitchen & Bath Design News

JAN 2015

Kitchen & Bath Design News is the industry's leading business, design and product resource for the kitchen and bath trade.

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80 | Kitchen & Bath Design News January 2015 RICKI Survey W hile sales continue to be challenging for many kitchen and bath profes- sionals, a people-focused approach is generally viewed as the best pathway to success – whether that means re- lying on client testimonials to make sales, referrals to win leads or a peo- ple-focused approach to close the sale. That's according to a recent survey conducted by Kitchen & Bath Design News ' research partner, the Research Institute for Cooking & Kitchen Intel- ligence (RICKI), a Charlotte, NC-based organization of manufacturers, retail- ers, wholesalers and others whose revenues derive from activities that take place in the kitchen. The survey, which polled 245 kitchen designers and dealers all across the U.S, looked at the selling approach, preferred sales and market- ing techniques and tools, best sources for leads and challenges commonly associated with selling kitchens and baths to homeowners. THE SALES APPROACH When it comes to the primary sales approach favored by dealers and de- signers, the majority (55%) opt for a people-focused approach. Another 37% go with a more design-focused approach and a mere 8% favor a prod- uct-focused approach ( see Graph 1 ). Nearly two thirds of those polled (65%) sell using the Good/Better/Best sales method, in which prospects are presented three options at three dif- ferent price points to help them make their selection ( see Graph 2 ). Propo- nents of this system suggest that prospects can be overwhelmed by the huge number of choices to make when deciding on a kitchen or bath design, and giving them a manageable num- ber of choices helps them to make a commitment. Ofering a low, mid and high option can also help to defne budget ranges and give prospects a feeling of having more control over the budget, many dealers believe. Dealers and designers also know that, initially, they aren't just selling kitchen and bath products, prices or designs – they are selling themselves: their skills, their personality, their ability to connect with prospects, as well as their frm and its reputation. Even as consumers have become more value conscious in recent years, most kitchen and bath professionals believe the people-focused approach trans- lates into what their clients look for. Indeed, when asked what they saw as their biggest selling point, experience was the number one quality, cited by 57% of those polled ( see Graph 3 ). De- sign ability was noted by 51% of those surveyed; reputation was named by 49% of respondents and the ability to handle the project from start to fn- ish was cited by 46% of those polled. Interestingly, price came in far at the bottom of the list, cited by only 14% of those surveyed. TOOLS OF THE TRADE Today's consumers are savvier shop- pers than ever before, so dealers and By Janice Anne Costa People-Focused Sales Strategies Kitchen and bath dealers and designers are largely taking a people-focused approach to sales, relying on referrals, client testimonials and a one-on-one communication with prospects to maximize sales, according to a new RICKI survey. 1. SALES APPROACH FAVORED BY DEALERS & DESIGNERS 55% People focused 37% Design focused 8% Product focused Source: RICKI 2. PERCENT OF DEALERS/ DESIGNERS USING GOOD/ BETTER/BEST SALES METHOD 65% Yes 33% No 2% Don't know what this is Source: RICKI 3. DEALER/DESIGNER BIGGEST SELLING POINTS Experience Design ability Reputation Ability to handle project from start to fnish Problem solver Creativity Product expertise Price Other Source: RICKI 57% 51% 49% 46% 28% 23% 22% 14% 4% 4. SALES TOOLS COMMONLY USED BY DEALERS/DESIGNERS Client testimonials Photos/project portfolios Knowledgeable sales staf Up-to-date showroom displays Showroom location Showroom signage Community/networking events Hand drawings Special promotions Trade shows Home shows Source: RICKI 96% 96% 92% 83% 81% 80% 78% 74% 68% 61% 56%

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