Retail Observer

RETAILOBSERVER.COM AUGUST 2015 54 I n a recent survey, we asked our appliance members what were some challenges they faced each day, specifically, what were some of the questions they were asked by shoppers. Below are five questions that we found dealers consistently hearing, and some helpful answers offering guidance to help increase profitability. 1. Why should I buy from you? You should be able to tell your customer why they should buy from you. Does your store have a long standing history in your community? Are you a second or third generation owner? What can the customer expect when shopping from your store? These are a few questions that can become great opening talking points with a customer. Create that personable relationship right at the start and see where the conversation takes you. 2. How do you know this is the product for me? Once you have a customer in your store, start to uncover what products they are looking at or interested in buying. They may hit you with questions on carrying a certain brand or model. If a consumer comes in looking for a product you don't carry, don't rush them out the door to the competitor down the road. Show them something that is similar to the product they desire. Some consumers will buy with their eyes rather than taking the time to understand what products are right for them. A commercial of a woman using a specific dishwasher brand might entice them because of its slick, modern design. You might have that perfect dishwasher right there for them even if it is a different brand. Listen to the customer, and don't lose the sale. 3. What happens if… Industry surveys show that many retailers in today's market are also servicers. If you are a sales and service shop, this is a relatively easy question. Will you service your product? Yes. Always reassure the customer you are there to assist them in any way you can. For those retailers not in the service industry, do you know someone that is? Many times, the collaboration of an area servicer and an independent retailer can be profitable for both parties involved. 4. What else can you offer me? Your customer needs to know what you can offer them. Does your delivery crew wear clean uniforms with your name and logo? Can you tell your customers they have all been background checked, to assure their safety? Will they wear foot covering while in the customer's house? All of these things may sound like second nature to some consumers out there, but believe it or not, how you perform a service will benefit your business. By maximizing your customer facing time after the sale, will lead to increased repeat customer business. Topic of discussion is of a product's lifecycle. If a standard manufacturers' warranty is only one year, what happens after that? If the unit has an issue, which is more likely: a customer to call the manufacturer, or a customer to come back to the place he or she purchased it from? The point is to attach an extended warranty to every sale you can. 5. Can you match or beat a particular price? The biggest question faced by our appliance members was the elephant in the room: how do I keep a customer in my store if my prices are different from the research they found? Remember how we talked about that some consumers buy with their eyes? There are still a percentage of consumers that do plenty of research when making, what they consider, their purchase of the year for their home. One year it could be a new washer and dryer for the laundry room, the next could be new kitchen appliances to better serve his or her family. Again, the best thing is to ask the questions. Some prices vary based on little add-ons like an installation fee. Make sure you find out what they are willing to spend, what they are in need of and see what fits them. Nate Puplis & Brooke Feldman Appliance Trends Nate Puplis is the MEGA Group USA field market manager for WA, OR, MT, WY and ID. Brooke Feldman is the new Marketing Manager for MEGA Group USA FIVE QUESTIONS EVERY APPLIANCE RETAILER SHOULD BE ABLE TO ANSWER TO MAKE THE SALE RO

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