Page 3 - LPG May 2018 Newsletter

Luxury Products Group
LPG News April 2018
approached us There wasn’t even a a a a a welcome when we we rst entered — although they did have a a a a a a a a great coffee bar in in front Four months after that visit the the showroom was no longer in in in business Lucky for them because from what I could tell customers were an inconvenience I have also seen great showrooms that fail to deliver because they missed the the the simple details of creating the the the right customer experience and didn’t live up
to to expectations:
• • An entryway that has weeds and trip hazards • • Having only one of two panels on on on on the the the front door open and and with the the the other side locked • A A “greeting” (and I use that that word loosely) sign that that says “By Appointment Only ” ” • • Burned-out lightbulbs on displayed xtures • • Investing in in a a new redesigned website but when the the customer visits your your showroom it it it doesn’t look anything like the the images on your your website • Showroom staff that isn’t knowledgeable enough to discuss products you’ve got available for sale • Your showroom’s bathroom for for customers looks like something from a a a a a bad gas station So what’s the the impact from any any of these? Most likely you’ll have lost any any customer customer who came in in in When you you you compromise your customers’ shopping experience by not having the right people training tools technology or hours of operation you are basically handing sales over to to to big boxes stores and and online retailers So showrooms must make sure every touch point is is perfect or it is is truly game over I’ve made my share of mistakes over the the years paid for them and learned from those mistakes I’ve limited my showroom hours because because it it it was was easier to do Compromised technology because because it it was was cheaper Didn’t have a a a a a a a a a solid training program Cut costs on displays The results weren’t good Ever since I’ve made it a a a a a a mission to help others steer clear of those mistakes — or x ones they’re already in There’s no reason that bath and kitchen showrooms can’t offer hospitality like 5-star hotels from service to snacks In talking with showroom managers I’ve I’ve shared some of the the great shopping experiences I’ve I’ve had in in the the hopes of inspiring them:
• Handing everyone who enters a a a a mimosa to set the the mood of a a a a a fun experience • Using the the phrase “My pleasure” when being thanked or acknowledged by customers • Providing top-shelf service and convenient hours throughout the weekend because that is when most people have time to shop •Implementing a a a a a a a formalized measured interactive training program Don’t throw the the new hire into a a a a a a a a small of ce with the the door shut for hours on end to to to watch videos That’s a a a a a a a a sure- re re way to to demoralize a a a a a a a a a new employee Instead develop a a a a a a a a a a mix of hands on on multimedia and and classroom training And don’t forget to work on on the the the soft skills — teach them the the the ner points of of hospitality and service There are great videos available from DPHA for product training Find a a a a a a a a a a a way to to work them into your team’s usual routine (I know that sounds like a a a a a a a gratuitous plug for the the the DPHA but they really do get it it it and deserve the the credit ) Consider reallocating some of your your marketing funds to to dedicated training Investing in in in in in in your your people is the the best best way to to achieve a a a a a a a quick return on investment and having the the the best best best people is the the best best marketing tool a a a a a a a a a company can have As you’re designing a a a a a a a a training program think about your your your business your your your people and the experience you you you you give your your your customers Manufacturers often offer solid product training so so don’t be afraid to to ask them to to help That covers the the technical side Then pinpoint which of of your reps really knows how to to sell and ask him or or her to to work on on the soft skills with your staff Every market has at at least one special person person who is admired as as as a a a a a a a a a a a a great salesperson — learn from them And some manufacturers and reps are offering luxury sales training which is ideal for ne-tuning the soft skills of of your staff Another opportunity is hosting training events that bring together your your customers and employees employees Make this this a a a a a required event event for all your your employees employees Not only will events like this this educate those who attend but they also help build relationships between your team and customers 3