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In the kitchen and bath design world which is a B2C selling atmosphere, clients will often cross-shop. Frequently, a prospect will come into a big box home store or an independent studio stating that they have been elsewhere and would like to get a quote for comparison.

Sometimes, I am there during their visit and I will frequently ask this prospect a particular question and I would encourage you to do the same. I will tell you exactly what the question is in a moment.

Occasionally the brand of cabinetry they are considering, for example, is sold at this new place also and the designer gets excited that they carry the same product and goes to work replicating the same design. There is a problem here. In all likelihood, the price, of course, is going to be different than the price quoted at the previous retailer. This newer price may be lower and it also may be higher. The problem is that the price will seem very arbitrary and it kind of is. There are many variables that go into determining the final retail price. You as a designer are taking a chance that your price is going to be better and when it is not, you lose.

Wouldn’t it would make more sense to create a new design for the project in a different brand than the first quote? This way, when the price does come out to be different, whether it is lower or higher, it is easily justified since it is a completely different brand. This different brand may also be a better choice for this prospect that they may not have had at the other location or a brand that the previous designer did not mention.

If your prospect has been shopping, always ask this question.

So given the situation, what do you think is the question I like to ask? Here it is:

“You obviously spent some time with this other designer to create a kitchen plan with them so can I ask you a question? Why didn’t you buy it?”

Initially, you will likely get a response about the price such as, “I wanted to get a competitive quote.”, or “The price seemed a little high.”, or something to that effect. This is the perfect time to pause and wait. Don’t comment immediately. Frequently your prospect will follow up their comment with something like “..also, the designer (insert dissatisfied comment here). Most of the time, your prospect will give you the information you need to make them happy and want to buy from you. If they say for example, that they felt the other designer wasn’t listening to them, then make it obvious that you are, and that what they have to say, and their ideas are important.

If your prospect came to you after shopping elsewhere, chances are that they are not looking for a better price, even though they will frequently say so. They want a better emotional experience and a better-perceived value. They want a better experience. They may be looking for a designer who will listen to them when they discuss their needs. I guarantee you that if your prospect shopped elsewhere previously, there was something about the overall experience there that they felt uncomfortable with and it probably wasn’t the price. They were uncomfortable enough that they felt compelled to explore options elsewhere.

Your prospect wants an enjoyable experience and great perceived value.

I use the term “perceived value” because what is considered valuable to one client may be different from what a different client sees as valuable. Your prospect may say it is about the price, but usually what they really mean is that it is about the value. It is up to you as a salesperson to figure out what the hot buttons of your individual client are and what they perceive as being valuable to them.

Let’s face it, if it was always all about price, we would all be buying the lowest priced clothes, the lowest priced cars, the lowest priced furniture, etc. Ralph Lauren, Mercedes, and Restoration Hardware would be out of business. These companies, though are all doing very well because, with certain segments of people, it is more than about the price. Sure, many times it is about the status symbol also, but these retailers also offer red carpet treatment for their clients and unique overall buying experiences.

Sometimes it maybe isn’t even about the product, but the overall experience. I frequently travel for work and in one town where I stay, I frequent one particular establishment. This particular place has decent food, but not great food, and they don’t even have what I prefer when it comes to beer choices. (I usually enjoy a beer with my dinner). I return there repeatedly simply because the bartender remembers my name, even though months will pass between visits, and he remembers my drink request. He has created an experience where I feel important and special which is why I return.

This is the sort of atmosphere you should strive to cultivate for your clients, and if you do, it will never be about the price for them.

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As always, your comments and thoughts are welcome!