Retail Observer

RETAILOBSERVER.COM AUGUST 2014 52 T he market for high-end appliances is expanding, and at Cantrex Nationwide we see no end in sight. High-end appliances have become more attractive, user friendly and functional. The category has added such upscale and irresistible "must-haves" as fancy, built-in espresso coffee machines and wine cellars; steam ovens, warming drawers, sparkling-water distributors and state-of-the-art range hoods. While margins and performance and volume rebates are similar for high-end and regular appliances, the dollar value per unit sold is much, much higher and can make a big difference to your bottom line. When it comes to selling high-end appliances, independent retailers have certain advantages over big box stores. Big box stores are geared to high-volume, competitive selling, and their relationship with customers is usually limited. In contrast, building close, long- term relationships with their local customer base is where successful independent retailers shine! Paying close attention to customer needs and matching them to a high-end appliance's features and benefits is the way to go, as always. But the high price tags of these items, in the thousands not hundreds of dollars, make them a "big buy." So make sure your staff are extremely well-trained in both product knowledge and selling techniques. It's worth investing in training because the payoff can be hefty. Knowledgeable sales staff is the only way to sell these profitable items. Cantrex Nationwide members have a valuable training resource right at their fingertips on Cantrex's MemberNet platform. Sales staff can easily access the latest training and product videos in HD format from anywhere, anytime, even from a mobile device. Of course, you'll also need to be sure that you have the best possible assortment of high-end appliances on your sales floor, that you are on trend, and that these appliances are showcased in an inviting luxury kitchen display. Today's Web-savvy consumers are extremely knowledgeable and if they don't find the models they are looking for on your floor, you'll not only lose out on the most profitable sales, you'll lose potential customers as well. JC Perreault, a successful independent furniture and appliance retailer with a long-standing strategic partnership with Cantrex Nationwide, uses the "wow" factor to help close high-end appliance sales at its five mega stores in the greater Montreal area. Every store features a dozen or more state-of-the-art kitchens, each one showcasing a different mid- to high-end brand. "This shows customers how an appliance will fit and look in their kitchen. We also avoid a lot of buyer remorse this way," says Paul Simpson, assistant appliance manager at JC Perreault's second-largest store, in St. Hubert. Your staff will need to know how to act, speak to and treat high- end clientele. They'll need to focus on the look, highlighting how high-end appliances complement an upscale home and can increase its resale value. They'll also need to point out the functionality and convenience (healthy cooking, improved flavor, quality and taste, etc.), which make it easier to entertain — and impress!— their friends. Basically, the same sales techniques apply to selling high-end appliances as to any big-ticket item: • Don't assume the budget is fixed. "Start high and work down," advises Simpson. "When you show customers what they could get for slightly more money, they usually upgrade on their own." • Ask open-ended questions to uncover the customer's real needs. • Show no more than two or three different product choices to avoid overwhelming customers. "More, and they get confused," adds Simpson, "and then the only thing they remember is the highest price quoted, which could nix the sale!" • Present the appliances one at a time (and be sure to include some upsell options). • Don't get stuck on technical descriptions. Always relate product features to the benefits for the specific customer. • Summarize how the benefits fulfill the specific needs expressed by the customer. • If the customer balks at the end and says she wants to think about it, reiterate how the appliances you've shown the consumer exactly fulfill the needs she expressed. Give the customer two delivery or payment options to choose from —but no chance to say "No". Ring up the sale and repeat. And watch your aver- age selling price rise, along with your profits! RO Denis Corbeil Appliance Trends Denis Corbeil, Network Director, Appliance Expert and Quebec Appliance Affiliates, Cantrex Nationwide Group Inc. GRAB YOUR SHARE OF THE HIGH-END APPLIANCE MARKET

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