If you were buying cars in the ’90s, you probably remember that General Motors introduced the Saturn brand and Saturn dealerships. The car was new, but new also was the selling model. A one-price no-hassle, no-haggle low-pressure atmosphere. This idea which was very new at the time was so popular to consumers that GM made a relatively unexciting car sell really well.
Who would have ever guessed that a company could be successful selling $5 cups of coffee? At the time that Starbucks was introduced, there generally weren’t places you could visit to just relax and have a cup of coffee. By creating this unique atmosphere, Starbucks eventually became the world’s largest coffee house chain.
These two brands became successful, not because of what they offered, but because of the atmosphere in which they offered it.
In the world of kitchen cabinets, there is a lot of noise. Walk into any kitchen and bath design showroom, and you will see displays featuring numerous looks and cabinet brands. To a potential client, this could be confusing, overwhelming and it may be hard to remember or distinguish one showroom from the next.
As a kitchen designer or showroom manager, you want your prospect’s visit to be memorable and enticing. When your client gets home, you would like them to say, “We really need to have our remodel project done by XYZ Kitchens, that place was great!”
Your competition may sell some of the same brands you do, or maybe they are different, but to your prospect, most cabinets all look pretty much the same. If you want to stand out, discover ways that you can create a unique client experience.
So how do you cut through the noise and stand out from your competition?
How will You stand out in the Sea of Sameness?
The first thing that you probably should know is what your competitors are doing. Have you visited them? I know this could be difficult if you would be recognized there, so you may want to enlist a friend to visit and have them scope out the competition. Were they greeted? How were they greeted? What is the layout of the showroom? Is there accessible literature? Is there a comfortable place to sit?
All of these items, and more, will clue you in to the manner in which your competitor is conducting their business. Now the challenge…
So, how do you flip that on its head? What can you do in your space or within your company to immediately send the signal that you are different?
This could be something such as a comfortable place to sit, snacks and/or beverages available for clients, literature explaining your process, etc. The key here is to create a compelling atmosphere to make your prospects want to visit again.
Make sure there is a system in place for gathering your prospect’s contact information in a comfortable way, then make your follow-up unique and different. Try sending them a thank you card for visiting using snail mail that is personalized.
If you can personalize a unique experience for your prospect, you can stand out in the crowd and make your clients want to work with you.
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