Retail Observer

RETAILOBSERVER.COM APRIL 2015 54 W ould you buy a sharp new suit without that perfect matching tie? A bike without a helmet? An iPhone without a protective case? Probably not. But unfortunately, in the world of appliance retail, white goods often go out the door unaccompanied, which not only leaves your refrigerator feeling lonely, but shortchanges both your bottom line and, ultimately, your customer. By approaching appliance add-on sales from the viewpoint of genuinely helping the customer and boosting sales, your salespeople are going to be more successful, your clients happier, and in turn, you'll see repeat business and an enhanced bottom line. First, it's important to train the salesperson to understand the products they are selling. They should know exactly what the product can do, how it works, and why it benefits the customer. For refrigerator add-on sales, train your salespeople to know the available water filters and what brand of fridges they are compatible with. Whirlpool's Every Drop Water Filtration system, for example, works with Whirlpool, MayTag, KitchenAid, Jenn-Air, and Amana refrigerators. It also is touted to reduce more contaminants than other filters, reducing pharmaceuticals, pesticides, parasites, metals, minerals, industrial chemicals, tastes, odors, and more found in tap water. Simply show the customer what dangers lurk in his or her faucet water, and a water- filtration system practically sells itself. From a sales standpoint, it's not a matter of making the sale, it's about having a true concern for the health of the customer. A water filtration system provides cleaner, healthier drinking water for the entire family. Similarly, everyone is familiar with the horrible odor associated with freezer ice. But what customers don't know is that they can purchase ice maker cleaner that will safely remove scale and deposits on icemaker bins, evaporators, and other parts, giving them fresh ice and fresh drinks for a very small ($15-$20) additional cost. Major appliances can be a significant investment for the customer. This combined with the fear of being stereotyped as the pushy salesperson can make your employees fearful of asking the customer to buy additional items. If you emphasize to your team that accessories are must-haves and not necessarily options, the customer will actually benefit by getting something he or she truly needs, while you grow your average ticket price. By not suggesting the appropriate accessories, your salespeople are essentially letting the customer down. You certainly don't want them calling you a week after the sale, asking "Why didn't you tell me about this or that option?" The approach to add-on sales can stem from a discussion about lifestyle. When a customer is shopping for a washer/dryer, for example, ask them how many people are in the household. An organizer for sorting clothes or adjustable clothes hanger is a huge benefit for large families who oftentimes can't keep up with the laundry in the first place. A dryer rack will allow them to dry items that can't be tumbled (like shoes or stuffed animals) safely. Laundry maintenance kits will ensure that the customer can safely clean lint traps and therefore improve drying times and increase energy efficiency. With examples like these, it's easy for the customer to see why a little investment up front saves them money down the line, while protecting the their investment. It's also important to train your salespeople about the appropriate way to close add-on sales. One tip we hear over and over from our appliance retailers at BrandSource is that instead of asking, "Would you like to purchase a stainless steel cleaner with your dish- washer?" they should be asking, "Would you like a small or a large bottle of stainless steel cleaner?" By not giving them the option to say no, the client is more likely to make a decision instead of proffer an outright rejection. If the client gives you a price range at the outset, be respectful of this range and suggest models that will fit within it yet still give you some room to make these profitable add-on sales. Additionally, always be aware of your inventory before you make a recommendation. There's nothing more disappointing (or embarrassing) than making that accessory sale, only to find that you don't have the inventory to fulfill it. With a little attitude adjustment you can refocus your sales clerks' attitudes from pure profit to actually providing products that will benefit the customer in measurable ways—like safety, efficiency, longevity. A happy customer, after all, is a repeat customer. RO John White Appliance Trends John White is a 20-year veteran of the appliance industry and is currently serving as the Executive Vice President of Appliances for BrandSource. BOOST PROFITS WITH ADD-ON SALES Want to see a little lift in sales? Think add-on sales.

• Cover