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First
Impressions Can Last Forever
There is
nothing like the first impression you make on your customer —and you
only get one chance to make it. Are you about the same as anybody else that sells the same
stuff? Or is there
something special about you? Does
it show right from the start? If
you have a store, what’s it like to walk into it for somebody who has
never been there before? Is
it a friendly relaxing environment?
Does your store or showroom look fantastic?
People that want a great look in their home will respond well to
a great looking store. Make
sure your displays and samples are in perfect working order.
Display products that your competitors don't. It's
also important to ensure your personal appearance is professional
and appropriate. Find a unique, enthusiastic and pleasant way to answer
your phone. Take a little time everyday to make sure everything about you
and your environment is unforgettable. |
A
great display can make it look like you carry products nobody else has! |
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How
Do I Clean These?
—And other Questions Your Competitors Avoid
“How
do I clean these?” It’s a question that’s on the mind of almost
every customer you have. Have
product specific answers to this question for every product you sell. You can only truly be an expert in window coverings if
you’re an expert in the care and cleaning of window coverings. Use the
Hunter Douglas Reference Guide to get to know the specifics of each
product (see
online version registration/login required).
Form an alliance with businesses in your area that have ultrasonic
and/or injection-extraction cleaning services. Refer your customers to
them or consider providing a drop-off service
Not
all of them will vocalize the question, but that doesn’t mean it
isn’t there. In this case you have to be bit of a mind reader.
Play the part up by starting with a question like, “I know
you’re wondering how to clean these, aren’t you?”
The
point is to get this out in the open.
Many dealers treat questions about cleaning with dismissive
non-specific answers. This gives you a chance to show your expertise and
help your customers, not just with covering their windows but also with
keeping their homes clean and comfortable.
There
are other questions that many of your competitors don’t handle well.
Subjects such as energy efficiency, light control, lift systems
and other product options are often on your customers mind.
Too often these questions are handled in ways that are confusing,
inaccurate or dismissive. If you are truly helpful to your customer in answering these
questions, she’s likely to never forget it. |
Use The Hunter
Douglas Brand
Builder
Tool to Create postcards that will keep your existing customers
informed.
(Requires
registration
and log in) |
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Never,
Never, Ever Close The Sale.
This sounds
contrary to most selling techniques, but you should never “close”
the sale. All too often,
once the sale is closed, the customer waits for the installer and never
speaks to the salesperson again unless of course there is a major
problem.
Make
a point to be there for the installation.
If you’re not there at the actual time, within a day or so
after. By being there you are likely to prevent problems from getting
out of hand. If there are
issues, make sure your customer knows what you are doing about it.
If not, just congratulate your customer on her purchase and
compliment her good taste. Few
window covering dealers follow this practice, so it’s a great way to
make you different and unforgettable.
To
close the sale means that you are finished with your customer until
perhaps the next time she needs blinds.
That’s about seven years according to industry statistics.
But you may be able to shorten that cycle just by keeping in
touch.
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Keep the line of
communication open and you just might shorten the buying cycle. |
It’s
Not Business it’s Personal!
A
simple handwritten note delivered by mail after the products are
successfully installed will go a long way in making you unforgettable.
But don’t let it end there.
Keep a personal communication with your customer on an ongoing
basis. When you work
with customers, especially in their homes, you almost always learn
something personal about them. You
will learn about their likes and dislikes, hobbies and interests if you
pay attention. Keep track
of this information. Whether you use a database or a stack of index
cards doesn’t really matter. When you run across an article or news
that may be of interest to a particular customer, clip it and send it
with a quick personal note.
Use
postcards, e-mail and newsletters to keep customers hear about new
products, new colors and new options —and to make sure they hear it
from you. Make sure your
communications to existing customers keep that personal feel about them.
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