The Unique Customer Journey

Your company has been successfully working with this wonderful client for years, but today seems a bit different.  Do you handle them the same way as in the past?  Do you start asking questions to learn what is different or do you simply listen a bit harder and slow down.  I vote for the latter, you?  

Truth be told, we must always keep in mind that every time a customer visits your showroom, their path on every purchase path is unique.  Not only is this meeting unique, but every meeting pertinent to this one purchase will be unique.  Your customer still retains the trust, but time moves on and situations change.  Who knows what has happened personally or professionally to any of the players since you last spoke? 

Your main job is not to expose any issues, but engage them in a way that they know you are there to help, listen and learn.  If you start probing and expose issues, you will have to deal with what is exposed.  If that happens, the underlying issue is their trust in you. You are the outsider, therefore, the easy scapegoat. Be carful here.

Am I digging too deep on this?  Most luxury showrooms,, on average, close roughly 35% of its bids.  We can improve that percentage if we improve the way we engage our customers.  
Little things matter.  One little flub can throw a monkey wrench into hard won trust and confidence of an old or new customer.

I think you will agree that every sale is unique. Understand that each time clients enter your showroom they are on a unique journey.  Engage with them to learn all you can. 

I suggest taking a few minutes in your net sales team meeting and discuss this.  This simple awareness is important for your new budding sales heroes to understand.  New salespeople are wrongly looking for repeatable sales processes to follow, and that will not play well in the long run. The best salespeople approach each meeting with an open mind. Their experience has them ready to engage each fresh opportunity and the unique collection of issues that job will drop in their laps. 

Image Photo by Ehimetalor Unuabona on Unsplash

A version of this post appeared in the January 10 issue of DPHA Connections

So Many Finishes! What’s The DPH World To Do?

Image by Jan Vašek from Pixabay

…because the human experience is as diverse and as unique as every one of us, individually. We’ve seen this borne out in the success of mainstream entertainment as well; one of the reasons YouTube and Google are as popular as they are is they allow us to find exactly the kind of entertainment and information we’re looking for.”

Christopher S.Penn. Chief Data Scientist of Trust Insights

Just a few years ago, key Euro-based decorative plumbing brands were standing firm that chrome and nickel were the only finishes that mattered.  That wall has since crumbled The Europeans are offering as many finish options as the finish-crazy California companies. Even though 60% of the market remains polished chrome with satin or polished nickel taking another 25%.  This new, across the board, wide variety of plumbing finish offerings will slowly eat away at those percentages. Why did this happen?   

Initially, even the best interior designers were afraid of the bathroom.  It was easy to specify simple, chrome and white and their clients knew none the better.  Today designers specify plumbing fixtures with the same confidence as they set a chair and their clients know color options abound.  Why shouldn’t plumbing fixtures offer the same wide palette as fabrics?

Secondly, today’s finish coatings and color-rich powder coatings are every bit as durable as polished chrome. There is no reason for a knowledgeable showroom sales person to talk the client out of the look they envisioned.  If they want the lavatory faucet in black and the shower fittings in brushed nickel, not satin, that is what it shall be.

Let’s face it, plumbing fixtures are now available in more than 100 finishes and colors and the offerings will continue to expand.  

So how does that affect the DPH industry?  

Showroom sales people, manufacturers and independent sales reps have to know how all their finishes look, how they will vary from product to product and how they compare with other DPH brands.  This is not an option and it is not difficult. Big or small, quality manufacturer’s plating lines have definitive go-no go finish samples that dictate the brand’s acceptable looks. This information needs to be shared with all involved, ensuring that the customers will be properly informed.

Also, there is no “standard” DPH finish.  That is a lazy answer. Each brand has its own look and it should be presented as such.

Designers and their clients know and want so much more from their trusted sources.  All of the DPH players have to stay in-the-know or we risk losing their trust. We must be prepared to hear anything and have the sourcing knowledge to deliver it.  To remain the best takes hard work on and off the sales floor and those that put in the hours will remain the primary source for the true luxury designers and their very rich client base.

This article was also published my LinkedIn page.

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