Dealer Spotlight   
September 2014
YES, we've noticed. When we send you these newsletters, there's a clear winner in terms of which articles are most popular: marketing success stories from our dealers. To share more of this "news you can use", we'll be featuring dealer stories from time to time, in a series of Special Reports.
Enjoy this Special Report featuring...
Somerville Aluminum!
 Somerville's Showroom Spikes Sales
The Key? Eye-Popping Customer Experience
Recently we spoke with Gary Shiman, Executive Vice President of Somerville Aluminum, a full service home remodeling company in Branchburg, NJ. We learned how their showroom evolved from a run-of-the-mill sample house into a thrill ride for customers that keeps them coming back for more. The key is creating an eye-popping customer experience. Here are some excerpts from our conversation.

So Gary, when did you build your new showroom at Somerville? 
After 64 years in the business, we've always believed in showrooms where people can come in and see, touch and feel the products. This creates the emotional involvement that helps customers dive into their projects. In May, 2013 we opened our expanded 15,000 square foot facility, of which 5,000 square feet is a dedicated showroom.


What is your customers' reaction when they walk into your new showroom?
I have to say, it's pretty much jaw-dropping. They walk through these doors and I think they're ready to go get their bags and move in for a week. They see a state-of-the-art fireplace built into a 14-foot tower and a curved tiled wall. We don't even sell fireplaces! But that's not the point. Customers want to spend money with a class-A professional organization. We didn't invent this ourselves, look at the showrooms for BMWs and Lexus.


Seems like your showroom is more than just a place to "show" products?
 
We've learned that every small detail adds up to one big experience for the customer. A number of years ago, David, my business partner, and myself went to visit ProVia. One of the first things I noticed in their offices was the music, just playing very faintly in the background. I learned this is a proven technique that puts people at ease and makes them happy and productive. So we incorporated that at Somerville, and our people love it. It's not always a conscious thing, but you get the most impact when you engage all of the human senses.

Which ProVia products are most popular with your customers? By far, the Signet fiberglass entry door is just drop-dead gorgeous. People see that door and they just fall in love. Then they find out they can have the best of both worlds, with the look of a wood door that's very low-maintenance and much more cost-efficient.

Okay, so bottom-line: is your showroom investment paying off? 
We put a lot of money and a lot of thought into things like the flow of traffic, the sight lines and the colors and the views. When they come in to finalize their design choices, often they see something else, and they add on to their purchase. We simply give them options they can see, touch and feel, and help them get emotionally involved. Ultimately they're thrilled with the result, and of course this is a classic win-win.


Thank you Gary for sharing your story with us!  
ProVia Blog
Have You Seen the Latest?  
Quick Links
Like us on Facebook  View our videos on YouTube 
    Pinterest icon
eNewsletter Archive
Check out previous issues of The Professional Way newsletter here.