Top Retailers Share Same Strategies
A big part of 2006 was a complete wash for Chip Player, owner of Queen City Audio, Video and Appliance. And he’s hoping for more of the same this year.
In a year marked by commodity pricing and stiff competition, a new breed of washers and dryers—such as the Whirlpool Duet Fabric Care System and the LG Tromm SteamWasher—as well as other high-end appliances, helped boost Queen City’s sales by $4 million, landing the Charlotte, N.C.-based business in Dealerscope’s 101 Club of top U.S. retailers.
“We really tried to get our salespeople to focus on selling higher-end products,” Player said, noting that appliance sales rose to $48 million from $44 million and CE sales rose $1 million to $34 million in 2006. “They cost twice as much (as standard lines) but the manufacturers have ended up building a much better mousetrap. If the salespeople can communicate the right message, the costumer ends up really understanding the value.”