Why are we so "Product Centered"!

 

Our Industry will spend millions of dollars on Product Advertising, Branding and Training of those brands, yet what is it that we truly provide for our clients? Their Dream, Their Lifestyle and  The Promise of Good Service! 

 

 

With staff being cut, SERVICE is suffering more, just when your service level needs to increase.  We do not sell cabinets, countertops or hardware.  We sell the complete and total EXPERIENCE of redoing a DREAM KITCHEN OR BATHROOM.  Many of us understand that this is about managing expectations.  This article will touch on a couple of points. Logic is out the window when it comes to how a client decides on who will get the project, and  "Market Position" is a passive noun, not an active verb.

 

Logic is out the window when it comes to a prospects decision of who will get the project.  Our prospects and the general public, all perceive that service is either bad or going to be bad, so they come into your businesses looking for the signs of which company services the least poorly.  Who is setting the standards for service in your company-Our Industry, Your Ego or your Clients!  Let your Clients set the standards for your service.  Even though two companies sell the same cabinet line, they cannot be alike, because the people are different. How they work, What type of Designer and Project Management styles are used. These are just a couple of items that determine the service level they provide to their clients.  Every one of your prospects and clients perceive the differences and make a choice, often illogical.  You would think being technically an expert would win the job,if you could only show them how you can be technically better than your competitor? Or having the most product choices and beautiful showrooms will win over the clients.  Common Sense is not that common. Inspiration, excitement about their project is what the designer needs to get across to their prospect.  Being authentic is what prospects pick up on during the interview process.  If your showroom is a mess and your telling the prospect what a great clean job you do the prospect will pick up on this inconsistency, most often subconsciously. " I do not know honey, something about ABC kitchens bothers me, lets go in another direction"

 

 

Finally, Market Position is a passive noun, not an active Verb! Your positioning statement is how you WISH to be perceived!  Core messages and things to think about are:

Answer these questions from your clients point of view, not your EGO. 

Two final thoughts:

Outstanding service does not mean ZERO MISTAKES!. Mistakes are opportunities to show your outstanding service!

Any cost savings you contemplate for your business should not hurt your clients. Training, Service and Attitude toward the client is what will separate you and give you the ability to thrive in this market! 

 

No matter what product you offer, it is the clients dream and improving lifestyle that your really selling!

 

Thank you and Have a Profitable Week!