A common challenge for
every showroom today is to avoid determining a client's budget before
understanding what's most important to them. Determining what's
important requires catering to the new shopping paradigm, which most
likely means your potential customers are already 75 to 85 percent into
the customer journey when you meet them. They have spent months online,
viewing magazines and thinking about what their new dream kitchen or
bath will look like.
When prospects come to your showroom, the chances are that their
smart phones or devices will also be omnipresent. Keep in mind,
however, that in today's world of "business casual" its even more
dangerous than in the past to judge those "books by their covers". The
CEO of the hottest tech start-up with millions in disposable income may
wander into the showroom wearing a workout suit or grubby jeans and a
tee shirt. You can't let someone's looks and dress cloud your opinion
of them or what their project budget might be. In fact, it could be
substantially higher than a prospect wearing lots of real bling and
designer clothing.
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