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Consumers like low pricing, but here lately we advertise a lower price and they buy a higher priced product. This is absolutely fine, as I like the higher margins better. Our on staff designers have been teaching me a few little things. Today when I was walking through the shop, I saw some Avonite countertops being fabricated. Top Dollar Tops! Returning into the office I asked who sold those. I was told that one of our designers sold it. So I started checking to see what they have been selling. 100% solid surface. I asked them no granite or quartz, they said nope. You said sell solid surface so that is what we sell. Designers Talk! People Listen!
Mory
Mory,
I am really pushing the solid surface because our sales have dropped. How are your designers selling the solid surface over the other products? I told my sells staff to emphasize the ability to cove the splashes the integrated sinks, but if your people have some other suggestions I would love to hear them.
Shane
Yea what is the secret? I have heard from a few customers lately that they don’t want the high maintenance of granite. They were getting up there in age and wanted low maintenance products. I will sell what they want, but it is nice to see that they are revisiting the other products for the first time in 4 years.
Kitchens are the heart of the home, warm and fuzzy, clean, no germs, etc… I will e-mail you guys this afternoon. Also solid surface isn’t cold.
Mory
Shane, we stress repairability and renewal of the top, as well as the safety of a very large investment.
When I was a Fab we damaged all products right in front of Customers, Builders, Designers and so on……. then we would show them how EZ it was to Renew Solid Surface. We sold more tops this way, then anything else we tried, people just do not belive it when they see it. It becomes a very emotional experience that they can not help but tell others about, this in turn creates more sales
Good idea, especially might work well at home shows, etc….
A good sales point I think for families is the ease of repair. That is one reason I love mine. I have three little kids that beat and beat on my countertops, but I don’t worry because I know whatever they do can be fixed. (On the other hand, I haven’t had to have anything fixed either. It is pretty indestructible. Just a polish here and there. ) It is a great surface for landlords too. A little pricey perhaps, but we always put stuff in our rentals that can take abuse because it saves so much money in the long run. There are other landlords out there that might also feel that way….
It depends on the customer, nice middle aged people with no kids at home may not care so much about damage and maintenance. So look at who you are selling to and tailor your sales pitch to them. As far as mass advertising, go with the standards, no bacteria, no maintenance, easy repair, lasts for a long time, etc…..
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