Your Customers Want High-End, Higher-Profit Appliances
The last thing a sales associate should do is skip a hands-on demonstration and tell the customer to read through the instructions when they get home. The vast majority won't.
Instead, use the precious time on the sales floor to build the relationship with the client. Do it right and you'll have a customer for life, one who will never question a fair price. They'll feel your guidance - and ongoing service - is worth what you charge. With that type of relationship, they'll feel more comfortable coming back to the store for special events (promotions, live cooking demonstrations, etc...) where they can be introduced to (and sold!) more high-end, higher-margin products.
- Those types of products are what consumers are looking for today, Stockle said. He referred to that segment of the market as "build-in" kitchen concepts, which includes add-ons like steam ovens, automatic espresso and high-end coffee machines, and wine cabinets.
- Consumers, he said, are also beginning to seek out smart appliances. While many of those that manufacturers have touted aren't ready for prime time, questions about them do offer dealers a good opportunity to talk about the technologies and position themselves as the go-to source in the future. When the smart appliances are ready for the mainstream, you'll already have a list of customers who are ready to listen and buy.
- Until then, you might want increase your inventory of innovative small household appliance (expected to generate about $934 million in sales this year), a super-charged segment of the overall appliance market, Stockle said. The segment includes a wide variety of products, such as hand blenders (7 percent growth), vacuum/cleaning robots (29 percent), floor/carpet steam cleaners (46 percent), hand-stick vacuums (20 percnet), and automatic window cleaners (268 percent).
"Growth supported by widening range and innovations in existing product groups and with new product groups," Stockle said. "European markets are trading up."