Mounting An Upsell Campaign
OmniMount has introduced an Internet training program to help dealers refine their accessories pitch. When OmniMount’s retail partners enter a passcode on the company Web site, www.omnimount.com, they’ll gain access to a “Learning Library” with tips, demos and study guide that include sales strategies.
Once the spiel is sharpened, Robertson said the best mount/furniture dealers learn to make installation easy on customers. “We try to pack every piece of hardware a consumer could possibly need, down to the smallest screw,” he said. “We want to cover the most applications with the fewest SKUs. They may throw away 80 percent of [the screws and tools], but the 20 percent they need is always there.” OmniMount has spent a lot of energy, Robertson said, developing simple-to-follow instruction sheets as well as literature for interior designers and builders, appealing both to the cash-and-carry crowd to high-end installers.
Robertson also advises retailers to concentrate on active displays such as see-through acrylic fake-TV panels that reveal fixed, tilt or cantilevered mounts underneath, to give the customer a hands-on experience of how to maneuver a wall-mounted set. If there’s no space for that, he offers dealers decals (to place on the front of display LCDs/plasmas), which say, “Meet the Mount Behind the Panel.” The show-floor experience is crucial, as floor-stacking boxes of mounts fails to convey benefits, he said.