Experience Means Everything to a Showroom!
By John Mueller
Over the last 8 years I have spoken to kitchen and bath business owners across the country, and one think always stands out…there continues to be too much focus on products. Obviously, a showroom needs to have the right mix that fits nearly every budget for their target customer, but outside of that products should be secondary. The real focus should be on the customers experience.
Today more than ever that’s everything in making a sale. The companies that are leading the pack have a real customer-centric culture. Take Chick-fil-A for example, they have built a loyal following because of the experience they give every customer. This has led to an average of $4.4M in sales per store compared to McDonald’s which is $2.5M. Did I forget to mention they are closed on Sundays and a chicken sandwich costs over $6.00?!
Customer experience effects more than just a sale it can make or break referrals, in more ways than one.
I am certain we can all agree that a referral is the best customer for any showroom. However, let me challenge you to think of referrals in a different manner. Online reviews on Google and social media platforms such as Facebook, to me are really referrals, and the numbers prove it. According to Neilson research, 79% of people trust online reviews as much as a personal referral. Moreover, 80% of people polled said they would try a business with a 4 star or more rating compared to only 14% willing to try a business with 3 or less stars.
So, how do you create a truly great customer experience? Training! Sales/designers are trained heavily on products and design tools, but for many showrooms customer service training is minimal at best. It should be the other way around. For a customer to be interested in a product or having a design created they must first want to do business with you.
Training your employees to SERVE the customers needs from the time they walk in the door can improve the effectiveness of your advertising efforts by; increasing sales, growing referrals, and more online reviews.
John Mueller is the founder of Kitchen & Bath Industry Partners, a home services advertising and marketing agency.
Please join us for our upcoming webinar on Tuesday, May 21st on How to Build a Culture that Attracts and Retains Talent.