What Is the Best Business Advice You Have Received?

Every time DPHA members get together and talk about the benefits of being an association member, the conversation inevitably turns to relationships they have made with fellow members.

 

There are a number of members who opine that DPHA has helped make their business successful and that joining was one of the best business moves they have taken in their career.

 

Recently, Inc. magazine asked successful entrepreneurs what was the best piece of advice they received to help their business. Here's a sampling:

• Get comfortable with being uncomfortable. When you start your own company, you have to get used to learning how to do things that you don't know how to do. You also need to learn how to take risks and be okay with not knowing what the next stage is going to bring.

• One CEO said that your opportunity is set up like a graph. On one axis, it's what you do and the other axis, who you tell. "If I think about some of the career mistakes I made at my last company, it was really not doing enough telling about my accomplishments."

• Look at your outbox and see who you are emailing. Usually your emailing is related to who is supporting you. If you're not emailing people, they probably are not supporting you.

• Someone once told me that when people are arguing, they usually argue about the what and the why. For example, if there is a team that wants to make a website blue and another team that wants to make it green, they may argue forever about which one is better, but they are never going to agree on the color if they don't agree on the goal.

• There was a period of time when I didn't have control over things and I felt badly about the things that were happening. I was talking to one of our investors and she said, "when you stop acting like a jerk, you'll stop feeling like a jerk." Basically, when you are ready to take full responsibility of all things that are going on, you're going to stop feeling like you are in a position to feel like a jerk all the time. It stuck with me, because it was basically saying control the things that you can control. 

What's the best business advice you have received?  Please share your thoughts with us on the DPHA Facebook page or with our LinkedIn group.

Who Needs Exercise When You Can Take A Bath Instead?

Here's another great selling tool to help tell compelling stories and create emotional connections with customers.  Dr. Steven Faulkner, a researcher at Loughborough University, found that taking a warm bath burns almost the same amount of calories as biking does and aides in preventing type 2 diabetes.

 

Dr. Faulkner explained that it was common knowledge that taking a warm bath is relaxing.  He researched the effectiveness of "passive heating" on health and then studied the health effects of 14 people sitting in an hour long soak at 104 degrees Fahrenheit compared to an hour-long bike ride.

 

The experiment found that biking burned more calories, but taking a hot bath burned the same number of calories as walking for 30 minutes. Faulkner explained, "The overall blood sugar response to both conditions (bathing and walking) after eating was about 10% lower when participants took a hot bath as compared with when they exercised."

 

He also opined that passive heating may contribute to reducing chronic inflammation which is often accompanied by type 2 diabetes.  Relaxation, no effort and eliminate calories?  Loks like it's time for a soak!

Where Everybody Knows Your Name

Everyone has a favorite place. It may be the coffee shop, a restaurant, take-out stand or a wonderfully merchandised boutique that always has something that catches your eye. Think about the places you go to repeatedly. What is the draw? As with Cheers, you walk in and everybody knows your name. It makes you feel good about being there. You know if you forgot your wallet, the owners of your favorite establishment would trust you to pay them later. It is likely that you are treated better than most other customers at the places you repeatedly frequent. You may get a little extra here or there as a way to thank you for your ongoing patronage.

Consider your repeat customers. Does your team know the names of designers, architects, builders and installers who frequent your showroom repeatedly? Returning customers are not just looking for the latest and greatest products. They return because of the positive engagement and experiences they have with your showroom and your staff. Every time a repeat customer crosses your threshold, your relationship deepens. You know what they like, what they need and what they desire. Because of your intimate knowledge of how they operate and what makes them tick, you are more valuable and can therefore provide a better level of service than the showroom down the street that has no relationship with them whatsoever.  After all, it's hard to have a deep relationship with a web site.

The lessons for showrooms:

 

• Pay attention to the little extras and quality of service that you receive from the places where you are a repeat customer. What brings you back? What qualities can you take back to your showroom?

• Make sure that each engagement with a repeat customer deepens the relationship and makes you more important to them and them more important to you.

• What value-added services and extras can you provide to those who are your best customers?

• What do you do that promotes emotional attachments with your customers? How can you make those actions scale?

Is It Snap, Crackle or Pop?

Snapchat went public about two weeks ago and saw its stock price increase by nearly 50% even though the company has yet to generate a profit. What is the fascination with this media platform that allows content to be accessible for 24 hours only? Can Snapchat be a viable medium to promote a decorative plumbing and hardware showroom?

 

The answer is yes and the reason why is that if your target market knows that the videos of a new kitchen or a new product will only be available for 24 hours, the likelihood of your targets viewing them increases substantially. Here are several keys for using Snapchat to promote your showroom.

 

Tell a compelling story instead of trying to sell someone on the need for a new bath. Explain how a new bath will improve their lives (not just the value of their homes) and lead to a healthier lifestyle. You can use video guidance for storing things more effectively. You can highlight smart shower systems and technology advances that are currently available. You will never lack for content to tell a good story.

 

Other companies that are enjoying Snapchat successes use the medium to highlight the essence of their brand. For DPHA members this could be a commitment to the local economy and the importance of buying locally. Alternatively, you could tell stories of past projects and even feature customer testimonials. A distinguishing characteristic of Snapchat is that it's raw. Most of the videos that work are taken on cell phones and will never be considered a Hollywood production. The rawness speaks to honesty and integrity. The bottom line is that you don't have to produce a perfect video to capture attention. You can produce multiple videos that celebrate the ability to create an in-home spa.

 

Another effective Snapchat use is to show customers what happens behind the scenes at your showroom. The culture of your showroom will appeal to Millennials who want to patronize companies that give back to their communities and have a higher purpose beyond making a profit. Use Snapchat to show your clients who you are and the love you have for your industry.

The Art of Creating the Showroom Plan, by Darryl Jones (QuickDrain USA)

In this age of technology and a "right now" atmosphere, the creation of a planned method of attack for the showroom sales staff has become more important than ever. When working with a new designer or contractor, you and your staff should be able to give them a list of requirements of what's expected of both them and yourself. What follows is an example of what someone has used in the past.

 

Welcome! If you are a trade professional first time visitor, here is what to expect when partnering with us!

Partnering with the trade is our focus. This allows us to offer wholesale discounts to the trade and positions us to provide you and your client with information about our product lines and assist you in receiving the best overall value and service when selecting and purchasing materials for your project.

 

Our showroom displays products from around the globe. Most displays feature the latest industry technologies, values and quality available in our market. You are always welcome to browse our showroom and we will gladly assist you with as much information as time will allow.

 

It is appreciated when we can schedule a time to meet with you and/or your client to discuss and demonstrate the value and overall performance of our products. This also allows you to make the most informed decisions relating to your purchase.

 

What is the primary difference between "Wholesale" And "Retail" Sales?
Wholesale refers to the sale of products to a business or trade professional at a discount with the intention to resell it to the general public. The wholesaler establishes discounts based on the relationship with the business or trade professional, the amount of business that they produce and the size of the order.

 

Retail refers to the selling of products to the general public that has the intention to consume or use the product for their own benefit and use. Retail prices are based on the amount that the market will allow.

 

Please contact us to schedule an appointment a few weeks before you are ready to discuss your selection options so that we can set a date and time to meet. Also, please expect that we may need to spend at least a few hours with you in order to completely review product options initially. It is important to make sure products will fit and function properly.

 

What to bring:

Your budget allowance and a set of plans are helpful. If you can, please have "room counts" for your cabinet knobs, towel bars, rings, etc. We also welcome magazine pictures of what your client likes or new products with questions. Due to a lot of "breakables", we don't recommend bringing young children, but they are welcome and we have a play area set aside for their use.

 

What to expect to cover:

Unique features and new technologies for tubs, faucets, sinks, toilets and curbless showers, whole house water filtration systems, steam units, ironing centers, medicine cabinets, and make-up mirrors. Also, a possible flat-screen television behind your mirror, so you can catch the news while getting prepped in the morning. You can also try high-tech appliances, such as a self-cleaning toilet that can be controlled with a wireless remote. And of course, door, bath, cabinet and closet hardware.

 

Count on us:

We will record the product information during our meeting and provide you with a spread sheet that includes information about the products discussed. We can also prepare product specifications for you on request. Additionally, we have the ability to provide you with field service and support for your project.

 

Before placing your first order, we will discuss establishing your account, credit, payment options, special order and sign off procedure's, order fax confirmation, freight charges, return policy, and delivery policies.

 

Having a plan will help ensure that there is little to no wasted time and that the project will stay on schedule. Indeed, a schedule will add value to your efforts. Don't assume that designers or contractors know the inner workings of a showroom (this is not a course that they take when they get their license). Split large projects into manageable time allotments that can be done over multiple meetings. Most clients have a "fuel gauge" and will tire as the hour's progress. Separate what's important from what isn't at this time (i.e. rough-In valves before door hardware). Have a check list that you can measure against - checked boxes mean progress and a sign of completion.

The Perils of Being A Lemming

How many times have you found yourself wanting to emulate a competitor or a bench-marking business that has a good idea? Do you kick yourself for not thinking of something that should have been so obvious? Do you really have to have the same lines as the competitor down the street? Is imitation really the sincerest form of flattery? What we don't typically ask about a new line or a new product that you want to acquire is - how do you know if it will be successful?

We often imitate others without asking fundamental questions such as, was the new line someone else acquired as good as it was projected to be? How was the fulfillment by the manufacturer? What was the quality of the customer service? How flexible is the line? How are problems addressed and how quickly are they resolved? We tend to be enamored with bells and whistles while oftentimes forgetting to ask the difficult questions.

 

Next time you come across a great new idea, don't jump on the opportunity immediately. If it is a great idea today, it will be a great idea tomorrow. Ask "what if" questions. Seek out fellow DPHA members that may have experience with a line or other business colleagues who have no skin in the game and can therefore take a less emotional view of the opportunity. Ask them if they see the same upside potential that you do and ask them what they see as the downside.

 

Yes, there's something to be said about acting impulsively and taking action. However, when major investments of either time, expertise or resources are involved, a "shoot-ready-aim" approach may not be in your best interest. The key is knowing when immediate action is required and when you should take a step back to think things through.

 

Billionaire investment guru Warren Buffet may have said it best, "The difference between successful people and really successful people is that really successful people say no to almost everything."

Improve Your Productivity

Want to get more done in less time? Who doesn't. Start with eliminating distractions that eat into productive time.

1. Don't look at your email in the morning until you have completed one task on your to-do list.
2. Create a "to-don't" list. Things that you should not do during the day because they are either unproductive or a waste of your time.
3. Block your news feeds or other RRS feeds from interrupting your work day. Look at those at night or during non-showroom hours.
4. Give your phone a workday vacation or allocate a specific time of day that you will look at your phone and respond to emails and text messages. How many of your team members bring their phones to staff meetings and check messages when their attention should be focused on the meeting content? When you stop compulsively checking your phone for messages, you can focus your attention on serving your clients and improving your business.

Three Words to Improve Your Email Effectiveness

Most of the emails you send require the recipient to respond.  Chance are though that not all emails generate the responses you want and need.  Here's a proven way to improve email responses - end each request with the words, "thanks in advance."  According to a study of 350,000 emails, those whose closing salutation was some variation of a thank you received a response rate of 62%.  On the other hand, emails that were signed "sincerely," "regards," "best", etc., only received a response rate of 46%, reports Roger Dooley in his Brain Pickings newsletter.

 

The reason why expressing gratitude for an action yet to occur received the highest response rate is because it convinces the recipient to follow through.  Dooley's research is also confirmed by a Boomerang study that found a warm thank you boosted email replies. 

 

Dooley also advises that when you are the recipient of a request-to-respond email that thanks you in advance, the best way to respond is, "no problem, I know you'd do the same for me", which comes from Influence author Robert Cialdini.  Using this phrase will usually ensure that the recipient will one day return the favor because of the rule of reciprocity.  This rule creates a sense of obligation when someone does a favor or something nice for us.  Most people don't want to be indebted to another person, so they feel obligated to repay in kind for what another person provides.

 

Experiment by thanking your customers, clients prospects and others from whom you would like to receive a response in your email and let us know if your response rate increases.  We thank you in advance for sharing your results on the DPHA Facebook page or with our LinkedIn group.

What Signals Are You Sending?

DPHA members that remember Don Schmincke's keynote address at the first DPHA Annual Conference will recall he related that every showroom has symbols that have meaning to owners, staff and clients.  There are also symbols and signals that demonstrate general attitudes and feelings of your team members.  Imagine that you were interviewing for a job at your showroom. When you walk in, how would you be greeted?  Would it be warm and cordial, cool and aloof, or nothing at all?  Employees who chat casually with one another and the receptionist reflect a warm environment, according to Liane Davey, author of You First:  Inspire Your Team to Grow Up, Get Along and Get Stuff Done. 

 

What does your kitchen say about your showroom?  Is the sink clogged with dirty dishes?  If so, you may be sending the message that no one cares about cleanliness or the common area condition.  Are there passive aggressive notes attached to food containers in the fridge? Is there food still there from a team member who left the organization many months ago?  Do you have someone who is responsible for kitchen clean up?   

 

Do you allow your team to personalize their space with photos of family and friends, favorite sports team trinkets, flowers and plants?  Doing so better engages team members and encourages them to bring their whole selves to work, claims Davey. If you allow team members to personalize their areas and they don't, they may actually be sending a message that they really are not engaged in your organization.  

 

The restroom in a showroom typically doubles as another display or vignette. Is the ambience compromised by signage that may remind people to avoid flushing paper towels or disposing of other items that may cause clogs.  If you have a sign similar to that in your restroom, ask yourself if it is really necessary. 

 

What messages are you sending to your staff and customers if you outfit your restrooms with nice towels, superior hand soap, moisturizer and feminine hygiene products?  To many, the message is that you care about your team and visitors who come to your showroom.

Just Because I Like You Doesn't Mean I Like You

If you can't figure out your return on your social media investment, you are not alone. 87% of the chief marketing officers in Fortune 500 companies cannot quantify if their social media efforts create new customers.  The reason?  Most everyone who uses social media doesn't understand how to take advantage of the platform that not only can generate new customers but can quantify a return on investment, concludes Harvard University professor Leslie K. John, Tulane University professor Daniel Mochon, Freeman School of Business professor Janet Schwartz and Gutenberg University of Mainz professor Oliver Emrich writing in The Harvard Business Review.

 

Confusing cause with consequence is the biggest social media mistake most companies make, the professors write.  Customers who follow your brand on Facebook are likely to have had a positive feeling towards your showroom and some type of interaction with your business.  Why else would they want to follow you?  The professors conducted 23 experiments and found that liking a brand or following a brand on social media though does not impact purchasing behavior or the purchasing behavior of online friends.

 

Based on the experiments and findings of the studies the professors conducted, why should you spend resources on social media?  Becuase their research also found that pairing 21st century platforms such as Facebook, Instagram, Pinterest, Twitter and others with 20th century advertising techniques does indeed drive consumer traffic.  Promoting endorsements you receive from fans also can help move the marketing needle.  If a customer provides an endorsement, consider tweeting it to your network or adding customer photos of their completed projects to your Instagram, Facebook and web pages. 

 

Word of mouth also continues to have a powerful impact on consumer behavior.  When customers recommend your showroom to friends or neighbors, there is a strong likelihood that those receiving the recommendation will act on it.  Asking customers their opinion of new products to bring into the showroom or a new service you are considering can generate engagement and excellent feedback.  It can also create evangelists for new offerings.  If your customers are pleased with the quality of service that you provided, ask them to write a recommendation or endorsement and then post it on their social media pages.  You can then take their comments and post them on your pages as well.

What Do Customers Truly Want?

Many national retailers such as Nordstrom, Lowes and others are turning to technology to improve the in-store experience. Lowes' Holoroom provides virtual reality tools that customers can use to design different spaces. Nordstrom developed a chatbot to provide shoppers with gift ideas during the holiday season and Rebecca Minkoff, the women's clothing retailer, offers smart mirrors and walls to promote interaction with customers. These technology enhancements are cool, but guess what? They don't work, according to a recent study by GPS Shopper and YouGov. The study found that only 18% of all shoppers believe smart mirrors will improve their shopping experience. An equally tepid 21% of consumers felt that Amazon's Echo and Google's Home are improving the online shopping experience from home. 

GPS Shopper's May Mikhailov explained that, "while retailers fawn over the latest glitzy gadget, hoping it'll catch on as the next big thing, people just want to buy stuff as quickly and easily as possible." Speed and ease - that's the key and that's where kitchen and bath showrooms should focus their attention. Leverage how your expertise and product knowledge can save customers time and effort. There's no way a bot, robot or technology tool can match your years of experience in specifying products for a kitchen or bath, or determining what customers really want.