Lights, Camera, Action: Use Video to Better Connect with Customers

Google and Think reported that 40% of YouTube users viewed a video before purchasing a product. The reason: Seeing is believing - video enables consumers to see products in action.  After all, it's difficult for many consumers to visualize how a product or service will work simply by reading a review or blog post or looking at one-dimensional pictures.

 

Google and Think report that viewership of "shop with me" videos on YouTube have increased 1,000 percent in the last two years.  And eMarketer reports that the average American adult spends 81 minutes per day watching digital videos, and that number is expected to increase.

 

Indeed, video helps trigger emotional connections and responses. By showcasing innovative storage solutions, how technologically sophisticated showers work and the benefits of creating an in-home sanctuary in your bath on video, showrooms can create and attach emotion to information. A number of large retailers are employing in-store videos to further connect with customers by answering their questions and converting online shoppers to buyers. Geometry Global found that 80 percent of survey respondents were actually influenced by a video to purchase a product versus only 50 percent of consumers who were swayed by social media or text content.

Lessons for showrooms. Partner with your manufacturers to select videos they may have produced that showcase their products. And look to make your own videos showcasing how new baths, kitchens and other rooms that you help create make your customers feel.

Retail Lessons from the Retail Leader

Apple retail stores generate more dollars per square foot than any other retailer in the world. Scott Galloway points out in his new book, The Four, that Apple differentiates itself from other tech giants such as Google, Facebook and Amazon, because Apple is a luxury products company. Consumers spend eight to ten times more for an Apple iPhone than a Samsung Galaxy, because they are infatuated with the brand. Apple products connote a status that makes consumers feel good about their purchases.

 

Apple's success does not stem from a vastly superior product. Lots of smart phones, tablets, computers and watches offer comparable features, benefits and functionality. Apple differentiates itself based on its ability to emotionally connect with consumers - whether it is to put 1000 songs in your pocket (as Steve Jobs described the first iPod) or to think differently, Apple leads the pack in delivering compelling customer experiences.

 

Lessons for Showrooms

 

Apple understands better than most that what we live in is an "experience economy." Given the fact that most employed Americans have very little free time on their hands, it is somewhat surprising, and even contradictory, the amount of time people dedicate to researching products and services before making a purchase. That's one reason traditional advertising is not as effective as it once was. Consumers don't want to hear a pitch or be sold. They crave to know how a product or service will solve a problem, make their life easier or better, or improve their current status.

 

Apple developed 'Today at Apple' to help consumers learn how to use its products. In doing so, Apple also teaches customers how to use its products to enjoy new experiences in music, art, design and photography (among others). Today at Apple features subject matter experts providing information and educational content that informs. Apple does not focus on the speed of the processor, the number of pixels or the battery life of its products.

 

Decorative plumbing and hardware showrooms can mimic Apple's approach by producing constant content that helps consumers make better informed decisions, not only to design a new bath or kitchen, but also on how to take advantage of the new technology found in fixtures, steam systems, shower systems and tubs among other bathroom components. Showrooms understand that building a new bath is never as easy at it may appear on Home and Garden television or on Houzz.com. Why not create a customer recipe exchange on your web site? What prevents you from offering entertaining ideas to your customers? Why aren't you blogging weekly that will enable you to show up on the first page of Google searches and stay constantly connected to your customers? Are you sponsoring remodeling how-to seminars in your showroom? Why not?  What other programs, activities and events could you sponsor that makes your showroom a place for the community and potential customers to connect?

 

Apple understands that creating compelling customer experiences involves catering to customer lifestyles and not simply meeting a requirement to have a smart phone.

 

The first Apple store opened 15 years ago. The original design has been heralded as transforming retail space. The open floor plan and genius bar were revolutionary. Apple though, does not subscribe to the notion that if it's not broke, don't fix it. The company is transforming its retail spaces to move beyond simply a space to sell products. Instead, "the store has become one with the community," explains Apple senior vice preside of retail Angela Ahrendts. Ahrendts said that Apple's goal for its retail operation is to become forums for collaboration where customers come together to share and work collaboratively with one another.

 

Apple wants to emulate Starbucks and transform its stores into a place where people congregate similar to what Starbucks has achieved.

 

What can you do to transform your showroom from a place where people come to obtain assistance with a new bath or kitchen to a place where the community wants to hang out?

Create More Raving Fans

Positive reviews and word-of-mouth referrals are like gold to decorative plumbing and hardware showrooms. Imagine what your bottom line would look like if every one of your customers posted a positive review on Yelp or raved about the quality of your service and products to friends, neighbors and co-workers? Referrals can happen naturally or you can create them. Creating positive customer reviews involves:

 

Delivering. Make sure that you deliver on the promises you made and when problems occur, don't run or hide. Use mistakes as opportunities to shine.

 

Solving customer problems. You know the problems that need to be solved in the renovation of a bath or kitchen. If you want to gain more referrals though, make sure you know as much about your customers as possible, because birds of a feather flock together. Your customer's neighbors, peers and friends will tend to be have similar needs, tastes and problems.

 

Promoting your customers' contributions and accomplishments. Ask permission to take before-and-after pictures and videos. Post them on your web site and social media outlets. Create case histories that you can issue to prospects.

 

Asking for help. Many of your most satisfied customers will gladly provide a referral if you simply ask them to do so.

How to Accomplish More in Less Time

Dan Ariely is a behavioral economist who teaches at Duke University and is the author of three best-selling books on irrational behavior.   He recently developed a smart calendar application, Timeful, to help people improve their productivity.  Ariely found there are six keys to improving individual time management.

 

Step 1. The first step is to recognize that the world is working against you.  Traditional advertising interrupts and encourages you to purchase products and services.  Internet links encourage you to click.   Text messages make you stop in your tracks.  If you responded to every email, beck and call, Ariely claims you would quickly be broke, obese and constantly distracted.  His advice is to develop a plan to reduce distractions.  Set aside a certain amount of time each day to read emails and texts. 

 

Step 2. Control your environment or it will control you, claims Ariely.  Your environment truly matters.  Create an environment that makes things that you need to do easy and the things that you should not do difficult.  Google conducted an experiment at its New York headquarters where it offered M&Ms in a basket.  When the company switched containers to a bowl with a lid, the consumption of M&Ms declined by 3 million a month. 

 

Step 3. Develop a daily, weekly and monthly to-do list.  That seems like it should be a "no brainer", but few employees document what they actually need to do. 

 

Step 4. Take advantage of the most productive hours in a day.  Ariely found that not all hours in the day are equal.  Most people are more productive in the morning, approximately an hour after waking up.  So if you get up at 6 a.m., your most productive time of the day would be between 7 a.m. and 9:30 a.m.  Schedule your most important to-do list items for those hours.  Ariely found that most people miss this opportunity, instead focusing their attention on email and Facebook.

 

Step 5. Avoid the biggest productivity drains: meetings, email, multitasking and structured procrastination.  The latter is defined as focusing on tasks that give you the feeling of progress instead of focusing on deep work that really makes progress.  Ariely explains that crossing off items on your to-do list may give you a sense of accomplishment, but real achievements take time. 

 

Step 6. Reduce the amount of time on email and texting.  A University of London study found that constant emailing and texting reduced mental capacity by an average of 10 points, five for women and 15 for men.  This is the equivalent of working after missing a night's sleep.

I Can Help You, but First... by Kelly DeSola (Watermark Designs), an Education Committee Member

The key to any successful relationship is communication. This is particularly true between showroom sales staff and a manufacturer's customer service department. To efficiently serve end users, we must all understand each other's requirements - we can all appreciate that time is of the essence and there is no room for mistakes. Whether it is simply checking the status of an order or troubleshooting a problem, a prompt and helpful response should always be the outcome. This raises the question, "What can be done to guarantee a positive solution for the end user?"

When troubleshooting, the first step is to get an adequate description of  the issues. Before contacting the manufacturer, make sure you have all your information together and with you. The initial interaction should consist of the inquiry or issue being presented in a detailed summarization, and the sales person should have the issue's entire history. Provide the dates that anything pertaining to the customer began, up to and including the current status or situation. If you previously worked with another representative, make sure the current representative knows this. All information is pertinent and should be relayed upon the initial contact to avoid confusion. The saying, "a picture is worth a thousand words," also applies to troubleshooting. If possible, always get a picture of the product or issue in question before contacting the manufacturer. Being prepared is essential to a speedy solution.

Other basic information to have available: the model number of the unit eperiencing the problem, the purchase order it was originally ordered on, when it was installed, when the problem began, and a comprehensive explanation of what the problem is. If you have a faucet with a leak, then know which side is leaking. If there is low pressure from a shower head or hand shower, be ready to advise if this has been a problem since installation or whether it has just started recently. If it is a toilet is not flushing properly, have a video ready to show the manufacturer. If a customer claims something is missing from an order, be ready to provide the purchase order number. If there is a finish issue, find out what the end user is using to clean the product and when this problem began. Providing all of this information in the initial call to customer service prevents having to go back to the end user multiple times.. The more information you have upfront, the quicker issues can be resolved.

When submitting an order, the sales person should always be sure they receive a confirmation. This may seem like common sense, but it's a critical piece of information and lets everyone know that the order has been received and processed. More importantly, you can use this confirmation to ensure your order was processed correctly and confirm the expected ship date. It is important to understand the difference between ordering a stock item versus ordering something that is made to order. Be sure to have the purchase order number and date that the order was submitted available when calling to check the order status. If you did receive a confirmation, offer the confirmation number to the customer service rep if they are having difficulty locating your order. Ask questions to understand the production of the material on your order, so you can provide the end user with a precise explanation of where the order is and the expected time it will take to be completed. The end user tends to be more understanding when you are able to provide all information pertaining to their order. This also builds confidence because you know the exact status of the order.  If an order needs to be rushed, alert the customer service staff before placing the order - this is not always possible, but it is always worth the effort. Before ending the call, be sure to have the customer service rep commit to a follow-up date.  Work together with the customer service representative to ensure all information is current and accurate.

As George Bernard Shaw said, "The single biggest problem in communication is the illusion that it has taken place." When reaching out to a manufacturer, assume they know nothing of what you are inquiring about and be prepared to provide them with all of the information you can. 

How to Come Back from the Holidays Energized

A lot of businesses either close or slow down during the last week of the year. It's time spent with the family, reflecting on successes and/or shortcomings and laying plans and goals for the coming year. Matt Plumber, writing an HBR Blog, says that to make the most of your time off during the last week of the year, it is important to understand your tendencies. He found three dominate types.

 

The couch potato does nothing after sending the last email before the holidays. Couch potatoes may binge watch TV shows or generally sit around all day without accomplishing much of anything. If this tendency describes you or any members of your team, it may be difficult to come back to the showroom refreshed. While it might be helpful to disengage and do nothing, there are likely many other needs that you might have ignored such as meaningful social interaction, exercising, reading and active contemplation that you don't get by binge watching Netflix.

 

The second dominant tendency is the holiday humbug - the person who works straight through the holidays. Even if they don't come to the showroom, these humbugers work on proposals, follow up with manufacturers and are engaged in day-to-day operations. The reason why so many people are drawn to the land of "humbugs" is that they view the time between Christmas and New Years as a time to catch up. They can work uninterrupted. However, taking time off and disengaging with work helps prevent burnout. Mr. Plumber points out that using this time to work may reduce short-term stress but with long-term detriment. His main point is how many times during the year can you take a week off and return to the showroom with no new assignments to catch up on?

 

The third major type is the workaholidayic. These are people who instead of working all the time, celebrate all of the time. They travel to visit family members and go to one office party after the other, leaving little time to relax or contemplate. By the time they return to work January 2, they need a vacation.

 

Many DPHA members have type A personalities. They are driven. They are goal-oriented. For those members, Plumber advises setting goals for the holiday season. How much sleep do you want to catch up on? How often and how long do you want to exercise? What other tasks do you want to accomplish that are not work related?

 

Take time to clear your mental inbox. This will help you calmly and effectively address new experiences in the coming year. Find a quiet place to jot down thoughts or have deep conversations with friends and family.

 

Set goals for the coming year and chart out action plans and milestones for achieving them. If you plan things up front, unlike making resolutions that are only kept 8% of the time, you are less likely to create unrealistic goals. If you want to lose 10 pounds, set the goal that you will lose three pounds in January, 3 pounds in February and 4 pounds in March.

 

Create holiday traditions to help set and meet goals. Take a family trip. Spend a day together at a museum. Developing meaningful, productive and restful traditions helps ensure a meaningful and restful holiday season. Creating and fulfilling holiday traditions also helps ensure that you are spending time doing the things you want to do instead of being pulled into doing things that others may want you to do but that you have no interest in doing.