A few weeks ago I visited a small, family run, carpet retailer in Leeds. It’s not in the smartest part of town and footfall is low and irregular, but I was impressed at how hard they worked to maximise the sale and delight the customer. In particular they stressed that they would supply me with everything I needed (the carpet plus underlay, gripper, door bars and fitting) so that I would get the best possible solution, and experience, for my money.
I accept that I’m a fully fledged underlay and accessories nerd. It comes with the job I’m afraid. Underlay, gripper and profiles are secondary products and are generally bought by the consumer only with the primary flooring. It’s pretty difficult to entice consumers into the store to buy a secondary product. That’s what makes the selling of them so fascinating as it requires creative merchandising and selling in-store.
My experience in the store in Leeds made me think of all the really great selling ideas I’ve picked up from incredibly creative and resourceful retailers. Here are the 5 best selling tips I’ve heard from retailers to sell their way to recovery:
Tip 1: “Feel the difference”……a growing number of retailers are getting their customers to stand on the underlay so that they can feel the difference it makes. This not only makes them more likely to buy it but also more likely to buy the best quality underlay. One retailer told me that he gets his customers to take their shoes off so that they can really feel the difference – what a brave man! I’ve no doubt that this works. Our Profit Ability programme incorporates a foot tester which has helped over 500 retailers increase their sales volumes significantly. Other suppliers, including Floorwise, also provide POS that helps consumers feel the comfort of their underlay.
Tip 2: Don’t be afraid to present top-end products…….there’s a natural temptation, when consumers are being extra cautious, to assume that they won’t want to spend extra money on top- end underlays. Many won’t, but some will. I’m finding more retailers presenting our premium sponge and crumb rubber underlays. One of them told me, “I always start with Tredaire Colours Red so that they can feel the most comfortable underlay.” It’s a case of nothing ventured, nothing gained. We shouldn’t be afraid to present the best products we’ve got whether it’s Tredaire, Duralay, Seventh Heaven or Cloud 9.
Tip 3: Use the Estimator….this was once described to me as the “second bite of the cherry sell. If we didn’t sell underlay in the store the Estimator mentions it when he visits the customer’s home.” This can really add up. If an average retailer sells 60% of his carpet with underlay in the store and then converts another 60% of the remaining carpet at the estimating stage that can add up to £20,000 of extra profit in a year!
Tip 4: Sell a range…..I’ve noticed how many retailers are selling a wider range of underlays these days. There’s greater understanding of the many varied applications in the home and how different products do different jobs. That can mean a “Good, Better, Best” set of underlays for comfort, durable underlays for high traffic areas, even specialist products for underfloor heating and natural floorcoverings. Whether you sell sponge rubber, crumb rubber, PU, or some combination of these, consider what range suits your customers best.
Tip 5: After care products……when you buy a pair of shoes the retailer will try to sell you cleaning products so that you can take good care of your new purchase. It’s the same opportunity with flooring. Don’t forget carpet stain remover, wood floor polish, laminate cleaner as well as little add-ons like castor cups and felt pads. They all add up and make it more likely the customer will return to the store.
I think most of these retailer’s tips are really good common sense. Yet they can make a real difference over the course of a year without having to attract new customers into the store. It’s what used to be called Zero Cost Marketing!
