Posted 02/17/2017How to Become a Superstar Sales Professional Here's just a few thoughts and guidelines on what sales professionals tell us we can do to improve our sales performances:
Posted 02/17/2017Training New Showroom Personnel, by Traci D'Antoni (D'Antoni Sales Group) Business is picking up. Your showroom walk-in traffic is up and Saturdays are busy. Your experienced sales staff is running fast and furious, they are not getting everything done and customers are frustrated. Now it's time to hire some new staff. You've interviewed candidates and hired new sales staff, but they have no plumbing, door hardware, tile and/or lighting experience. What do you do now? In our industry it is often easy to overwhelm a new hire with the amount of information available. There are lots of great sources of information and training resources. And of course, your existing staff should be your greatest source of training. Look at what strengths each member of your staff have and encourage them to share that information with new personnel. Don't overwhelm your new hire with overly technical information at the start, but give them a general overview of the topic. It is also important to let the information sink in before loading them up with more new information. Develop a training schedule and train one topic at a time. It is better to have a strong, well built foundation than to have lots of tid-bits of information that don't fit well together. Another excellent source of information are the DPHA education manuals. These are written by industry professionals and are full of not only basic, but continuing education for all levels of showroom sales staff. The manuals also have quizzes at the end so there is a quantitative way to measure the progress or comprehension of the new staff member. Your sales representative is also a great source of training after your new staff member has grasped the basic knowledge of the topic they are being trained on. The rep will train them on specific products and this will help your staff member have more specialized knowledge on different price points and types of products. It is also helpful to have experienced sales staff at these trainings so that they can assist the new staff members by using case studies or examples of how to use the training. Role playing and shadowing are great ways to get your new personnel comfortable in the showroom for dealing with customers and the questions that may arise. Working with an experienced staff member can help the new person learn what questions to ask and how to complete a sale. It also gives the experienced staff members a chance to mentor the new hire and answer any questions they may have. Training new staff is a commitment and there are lots of great tools available. Using a variety of training tools will get the best results from your new staff. Everyone learns a little differently, so tweaking the training program to each member will certainly help the new staff assimilate and retain information more effectively.
Posted 02/10/2017What Motivates People to Perform at Their Best? Dan Ariely is a renowned behavioral economist who teaches at Duke and writes fascinating books about what truly motivates people. His latest tome, Payoff, finds that most businesses are still locked into the mindset that compensation is the real reason people show up for work and the larger the salary, the better the performance will be and the better the results the company will obtain. Ariely does not dismiss the important role of compensation. However, when businesses place compensation as the be-all and end-all, they dismiss other factors that can have a dramatic impact on team member performance. Money alone does not make your team happier, more productive or efficient. Ariely believes factors such as a sense of meaning, making a contribution, camaraderie and a sense of progress and ownership are strong motivators and in many cases as motivating as the compensation that someone receives. There's more to compensation than "how much". The "how" can generate excitement motivation and interest and there are also ways that will achieve the exact opposite results. There are common approaches that actually demotivate. Ariely uses No Child Left behind as an example. Most teachers choose their profession because they wanted to help educate the next generation of Americans. Not too long ago, being a teacher was an admirable profession. No Child Left Behind sends the message that the only thing we care about is performance that we will measure once a year with a test. No Child Left Behind, Ariely claims, is not about education. "It's just about performance on this test." And if kids do well on the test, the teacher is rewarded with a $400 raise. When you set up a criterion that evaluates compensation based on a single test or criterion, you take away ownership, accountability and motivation. How you present compensation also has an impact on motivation. In research experiments, people were given a job offer and asked how much they would place in short-term savings and how much they would contribute to their 401K plans. One group was told they would make $35 an hour and another group was told they would make $70,000 a year. The amounts are actually the same. Those who were presented the annual wage saved more. The reason is that people looked at a year as a long-term commitment and the hourly compensation as a short-term commitment. You get better results when you frame performance with a long-term perspective. If you have hourly workers on your team and want to keep them, next time you conduct a performance review, present their new compensation as an annual salary.
Posted 02/10/2017Avoid Fighting With Your Spouse When You Come Home Many DPHA members have stressful jobs. We worry about business, providing meaningful opportunities for our team members and keeping our clients satisfied. We often leave our offices with hundreds of thoughts on our mind and too often nagging problems that have not been resolved. So what happens when you walk into your home? It's difficult to leave the stresses of the day at the threshold. That's why one of the toughest challenges most days is the attitude adjustment when we get home. What happens if you had a rotten day but your spouse had a fantastic one and the only thing they want to talk about is all the good things that happened? If your day was horrible, how receptive would you be to the good news your partner wants to relate? Researchers have discovered that couples will not usually be in sync when the arrive at home. Each partner will have different needs and recovery times when they greet each other at the end of the workday. What can you do? Let your partner know how long you need to clear your head before engaging in a meaningful dialog. Additionally, "Be aware that a degree of emotion management and self-monitoring can be particularly useful. We tend to approach our spouses and partners with the expectation we can just be 'ourselves' without worrying about how we'll be perceived or our impact on them," writes Stanford instructor Ed Batista. Batista points out that the interpersonal skills we use at our showrooms to make ourselves successful work equally well when you get home.
Posted 02/10/2017Improve Your Sales Presentations "What problems are you trying to solve" is a great way to frame a sale presentation to a potential new client. Too often, decorative plumbing and hardware sales professionals dive head first into recommending solutions without fully understanding the actual problem. If your prospective client is a custom builder, what goals do they want to achieve in the bathrooms? Why are your recommendations relevant? Why should they or their customers care? When you answer those questions, you capture someone's attention and make getting to "yes" a lot easier. Once you determine the problem, the next step is to put it into context. Why is the builder considering your showroom? How immediately does your client need a solution? Understanding a sense of urgency not only helps determine relevance but time frame. What's the cost of not specifying product from you and your showroom? In any high stakes presentation, it is important to highlight evidence of your competence, but do so with humility. Most customers don't really care how long you have been in business or that you may have been the first company to market with decorative products in your region. What they do care about is what you can do for them that will make their lives easier and their experience more enjoyable. The message that you want to convey is the basis for your recommendation. For example, we specified this faucet suite for the Ritz Carlton residences based on the quality of the product, the innovative nature of the design and the ability of the manufacturer to meet tight deadlines. Several examples and anecdotes will provide a comfort zone for your prospective customer that will inspire confidence in your ability and recommendations. Finally, any presentation must include a call to action. A simple call is to ask the question, "Where do we go from here?"
Posted 02/03/2017What's Popping Up on the Retail Landscape Traditional brick-and-mortar retail stores continue to be challenged. Macy's decided to close 100 stores. The Limited is closing all brick-and-mortar retail operations at more than 250 stores. Sears produced its worst financial results ever. On the other end of the retail spectrum, however, traditional etailers Warby Parker, Amazon and Bonobos announced plans to open more brick-and-mortar locations as part of their omni-channel strategy. Then there is Nordstrom, who is trying to reinvent itself and reach out to consumers to deliver better in-store experiences. It is accomplishing this goal by partnering with cult brands such as New Classics, Gentle Monstor, Madewell, Topshop, Warby Parker and Bow & Drape to create pop-up stores within Nordstrom locations, not only to create a different shopping experience, but also to cater to the Millennial generation. Nordstrom is not alone in its efforts to create new compelling customer experiences through creative partnerships. Nieman Marcus plans to create Rent-the-Runway stores in its traditional department store format. JC Penny has also announced plans to open nearly 600 Sephora and Nike stores-within-stores. Strategic partnerships with other retail brand names makes sense for department stores because it allows them to test new brands and merchandise without having to make a major investment in their inventory or a build-out. If the partnership works, the relationship continues on a more traditional retail paradigm. Pop-up stores also provide opportunities to quickly respond to trends while introducing new merchandise. What does this mean for decorative plumbing and hardware showrooms? Are there potential opportunities for you to partner with related products and provide a more compelling customer experience through a pop-up store within your showroom? Would it make sense to partner with a soft goods line that offers towels, robes, etc., or companies that sell bathroom organizing accessories, lighting or other products? Please share you thoughts on the DPHA Facebook page or with our LinkedIn group. We'd like to know if you believe a pop-up store would work in a showroom environment.
Posted 02/03/2017Turning Weaknesses Into Strengths We all know many of our limitations. You may feel uncomfortable confronting conflict or criticizing a boss or client. Almost everyone has habits that limit their performance. The challenge we face is first to confront our weaknesses and then figure out a way to overcome them. Usually, we are not particularly adept at doing so. According to a recent study, fewer than 10% of employees change habits or behavior following a performance review. When many people when have to confront a difficult project or engage in situations that make them uncomfortable, they tend to put off the unpleasant or challenging task by checking emails frequently, taking a break, returning calls, etc. To stop procrastinating, identify what you do when faced with a challenge or uncomfortable situation. New York Times best selling author Joseph Grenny calls these situations crucial moments. To become more comfortable, address unpleasant challenges head-on even if you only focus on the challenge for a few minutes each day. Practice will make perfect. Not all unpleasant situations will cause you to break out in a sweat. Practice responses to uncomfortable situations in those incidents that are less taxing. Afterward, do a debriefing with yourself and evaluate your performance and stress level. Over time, you will become more comfortable in these taxing situations and those that you typically want to avoid. The final key to turning weaknesses into strengths is to have the emotional competence to make unpleasant acts more pleasant or, at the least, manageable. Before addressing the issue, ask yourself, what's the goal and what do I really want to accomplish? This will help you to overcome fears and help you to better focus on goal accomplishment.
Posted 01/27/2017Building a Lasting Network We certainly know that taking a vacation from your desk and networking with potential clients and peers not only keeps your fingers on the pulse of your industry, but also helps your business grow. You can't think "out of the box" if you never leave the box you are in. That's one of the reasons why the DPHA Conference is a must-attend event (October 12-15, 2017, at the Sheraton Grand Wildhorse Pass Resort, Chandler, AZ). A common misnomer about networking approaches, especially with potential clients, is believing you need to impress someone or tell them what you believe they want to hear. This approach may actually make you appear inauthentic and self-promoting. It also can make you more anxious and less genuine. In fact, research at the Harvard Business School found this approach does not work. In one study of entrepreneurs making pitches to potential investors, it was found that those who catered to investors' interests fared far worse than those who were themselves and pitched their ideas based on their own merits. Another reason you should not cater to the perceived perspectives and interest of your target audience is that it requires too much guesswork. Unless you are intimately familiar with the interests and "ah ha" moments that will captivate your audience, more often than not you are shooting in the dark when you try to cater to someone's interests. Bottom line: Be yourself. It will certainly reduce your anxiety, especially if you are not exactly comfortable networking with others you don't know. And don't forget, most people can spot phonies a mile away.
Posted 01/27/2017Standing Out in a Sea of Noise Do you know anyone who would admit they don't receive enough emails or who want more information about anything? You, your clients and customers and those you want to be your clients and customers are bombarded in a sea of noise looking to capture attention on a daily basis. How do you stand out in the cacophony of digital communication? Dorie Clark found in her book, Stand Out, there are three foundational elements to break through: social proof, content creation and networking. Social proof is the reason why someone would pay attention to what you have to say. It takes considerable mental energy for someone to think, so most people would rather ignore you than determine if your message is credible and has meaning to them. How else could you explain that a large percentage of employees who are eligible for a 401K match don't take advantage of the free money because they can't figure out how to invest the funds that would be given to them. Social proof is the rule of thumb that individuals use to judge something. They base their affiliations, writes Clark, on people and brands they trust. If a previous client recommended your showroom to a neighbor, the new customer is more likely to trust you than a competitor down the street. The lesson here is to align your showroom with known entities that are respected by your client base. For example, if you start a blog aimed at the design community that makes their jobs easier and provides information that helps them expand their business, your credibility or social proof increases dramatically. "Social proof enables others to 'relax' about you; they don't need to be so vigilant in evaluating your credentials because you've already been vetted by others. That primes them to listen to your ideas more carefully and with an open mind." Clark concludes. That's the reason why positive reviews on Houzz, Yelp and other social media sites are so valuable. Content creation also is essential in helping you stand out from the crowd. As Marcus Sheridan related at a previous DPHA Conference, the easiest way to create content is to answer the questions your clients and customers ask most often. Focusing on content that makes it easier for your client base to buy from you establishes you as an expert in the field of decorative plumbing and hardware. Leveraging your network is the third leg on the stool of "standing out from a crowd". Having a vast network exposes you to different perspectives that not only can help you generate new ideas, but also will provide you with valuable feedback. Having a wide network allows your ideas to spread more quickly because you have a larger audience who may share your ideas with their network. The bottom line is that if you want to stand out in a sea of noise you need to be viewed as credible. Share your expertise and ideas so that you establish your credentials with those who are likely to buy from you and have a network that will share the content that you develop.
Posted 01/20/2017Who Are Today's Luxury Consumers? Surprise! The majority of luxury product sales are made by those with household incomes less than $100,000, according to Shullman research. Americans with higher incomes certainly spend larger amounts more frequently on luxury goods, but the average consumer of luxury products are mainstream Americans, claimed founder and CEO of The Shullman Research Center, Bob Shullman. In 2016, more than 67 million consumers in the U.S. bought luxury items, however, 37 million of those buyers made less than $100,000. Ken Nisch, chairman of the retail store design firm, JGA, claims there are major changes coming to luxury, and new markets and business models are likely to emerge that include clients following products through their life cycles instead of cutting ties after a sale. Speaking at Luxury FirstLook 2017 in January, Nisch noted that Gen Z (those born after 1995) might have more equity than Millennials because Millennials started their jobs and wealth acquisition during the great recession. Plus, Nisch said, Genzers are much smarter consumers. Nisch also believes that a paradigm shift has occurred in consumer thinking. Today's luxury buyers are more interested in the "how" of the life of their product and where it comes from instead of what it is. "They want experience over product and are willing to pay more for it." Shullman Research Center also found that currently the biggest spenders in the luxury market comprise Gen-Xers and Baby Boomers with incomes of more than $250,000 per year. Luxury consumers also continue to trade up and down, picking and choosing products and experiences that deliver the most value to their individual lifestyle. Someone may spend $5 on a cup of coffee and then go to Chipotle for lunch and spend $6.75 on a burrito. Providing compelling customer experiences will continue to gain importance in decorative plumbing and hardware showrooms in order to attract the hearts and wallets of the next generations of luxury consumers. Sales approaches need to focus on the "why" and "how" instead of the "what".
Posted 01/20/2017The Benefits of Routine Have you ever wondered why some people can accomplish so much more than others in a typical workday? It's not necessarily that one person is exponentially more intelligent or experienced than other team members. It may have more to do with Aritstole's observation of, "We are what we repeatedly do. Excellence is not an act, but a habit." Chris Winfield writes in Inc. magazine, "Establishing a positive daily routine is both a self-investment and a way to do your best for the rest of the world. It also provides additional benefits like giving you structure, building forward-moving habits and creating momentum that will carry you on days when you feel like you don't have the strength to carry yourself." Winfield identifies the following keys to establishing a more productive daily routine.
Posted 01/13/2017Selling to a Material Girl in an Internet World, by Darryl Jones (QuickDrain USA), an Education Committee Member E-Commerce is still a fast growing and often changing segment. The pressure of Internet retailers on kitchen and bath showrooms has been immense and caused manufacturers and showrooms to review their sales practices. Manufacturers have added MAPP policies and showrooms are starting to charge for their design expertise. We are certainly not the only industry that has had to deal with price-gouging competitors, nor will we be the last. Auto mechanics got a wake up call when Auto Zone and Pep Boys opened and started selling parts directly to the STM (Shade Tree Mechanic, a person that works on their vehicle over the weekend). An STM would take the automobile to a mechanic to diagnose the problem and then purchase the parts from an auto parts retailer. In the DPH industry, kitchen designers took a huge loss when Eagle, Home Depot and Lowes opened their mega superstores. Potential clients would visit an established showroom, but would then take their drawings and purchase cabinets from a cabinet retailer. The market response has been to implement "diagnostic" fees if the car isn't repaired by the mechanic, or a design fee if the potential client wants a copy of the drawings. These two industries are different and yet the same, because initially neither had a perceived value for their services. The Darwinism that comes to mind is that it is not the strongest of the species that survives, nor the most intelligent, but it is the one that is most adaptable to change. We as an Industry will, and must, change. An earlier article from the Washington Post stated, "A study from researchers at Ohio State University sheds some light on that issue, and also perhaps offers some insight on how Amazon has pulled off such explosive growth in sales and market share. (Point of note: Jeffrey P. Bezos, the chief executive of Amazon, owns The Washington Post.) The researchers studied household spending data in 19 states, examining what happened to shoppers' spending on Amazon after their state chose to implement what they call an "Amazon Tax," or legislation that requires Amazon and other e-commerce sites to charge them sales tax. The effect is significant: When the so-called Amazon Tax was put in place, shoppers spent 8.3 percent less for products on Amazon after the tax went into effect. The researchers described that dip in spending as a permanent decline even though shoppers' total tabs remained essentially unchanged. In other words, shoppers were shelling out the same amount overall on purchases from Amazon, but because a share of that tab was now going to taxes, the shopper was getting less product for their spending and Amazon was pulling in less revenue from that transaction. What service's do you offer that neither your competitors nor the Internet do? Does your sales force have the knowledge and tools in place to close the sale when the customer is in the showroom? Are you as a team making use of the tools that you have at your disposal (i.e. the DPHA training manuals)? We live in an instant information society and we need to know more about the products we sell than our customers do. Be sure to share in as many round table discussion's as humanly possible. Take charge, take control, and most importantly, never stop trying to learn!
Posted 01/13/2017Time to Get Lucky! The Connections Friday the 13th Issue Okay, we realize that some of our loyal Connections readers won't open this issue, because it is dated Friday, January 13. They are among an estimated 17 to 21 million Americans who fear this day. Some refuse to fly. Others won't buy anything and still more may not leave their homes. Why is Friday the 13th feared by so many? It has something to do with the number 13, which is viewed as unlucky. Next time you go into a high-rise, look at the elevator pad and see if there is a 13th floor, or at the airport, do you see gate 13? What's behind this superstition and fear of the number 13? One theory dates back to Greek mythology. Twelve gods were having a dinner party in heaven (aren't you curious as to what was on the menu?). A thirteenth uninvited guest known as Loki then arrived (we all know a Loki don't we). Loki was a manipulator and convinced Hoder the blind god of darkness to shoot Balder the Beautiful - the god of joy and gladness - (I wonder what they were drinking at this party) with a mistletoe-tipped arrow (how does a blind person shoot someone and consider that unlucky). When Balder died, Earth went dark, causing the entire planet to mourn. It was a bad, unlucky day. From that point on, the number 13 has had negative connotations. If 13 is associated with bad luck, then why is it only Friday the 13th that causes some heartache? You can thank Chaucer for making Friday deadly. When The Canterbury Tales were published in the 14th century, Chaucer wrote, "And on Friday fell all this mischance." Whoda thunk it? We, on the other hand, believe Friday the 13th is a lucky day because we get to share Connections with more than 2,500 members of the DPHA community. Happy and lucky reading.
Posted 01/13/2017Keys to Keeping Your New Year's Resolutions It's that time of year again when many of us decide the New Year is the perfect time to lose some weight, get in better shape, read more or improve our health and well-being. Unfortunately, most New Year's resolutions are not kept even though they are heartfelt and determined. We don't accomplish our goals for a number of reasons and many of them are perfectly explainable. One key to making sure you follow through on your change commitment is to start with a realistic goal. If you want to lose weight, don't set your goal at 20 or 30 pounds. That may be difficult (your Executive Director can attest to that). Instead, commit to losing two pounds in January and two pounds in February, another two in March and two pounds every month thereafter until the goal is achieved. (Tip: Want to lose weight; use smaller plates when you dine.) A second key is to define what you are going to do. For example, if you decide to get into better shape, consider exactly how you are going to do so. Commit to walking a mile every day or going to the gym three days a week. And get even more specific - if you are going to visit a gym, perhaps decide to spend 20 minutes on the treadmill the first day, on the second day spend 20 minutes on the rowing machine and lift weights on the third day. The more specifics you can attach to your resolution, the better the odds that you will achieve your goal. Famed behavioral economist Dan Airly points out that most Americans say one thing but do another. Changing your behavior is hard work. In order to be successful, you need to have the right mindset and this most certainly applies to one's work environment as well. It's difficult to improve your showroom's performance if your mind is distracted by having to care for an ailing family member. Time management is another key to resolution victories. If you commit to going to the gym but feel the pressure from the showroom consuming all of your time, then the gym most likely will be put on the back burner. Get yourself into a routine where the time you allot to achieve your goal is sacrosanct. With the year less than a week old, develop an action plan to achieve your personal and professional goals. Don't dwell on past shortcomings. Be positive and focused and prove that you truly can achieve the changes that will make your life that much better. Best of luck and welcome to 2017!
Posted 01/06/2017Emotional Competence How many times have you responded to a critical email or comment and wished that you could recall the email or retract your statement the moment after you hit send or responded? We've all reacted to situations in our business and personal lives where our emotions got the better part of our judgment. Dealing with our emotions effectively not only helps prevent making bad decisions, but also can help assure that we make better ones. When we are anxious, not confident, embarrassed, fearful of a task, meeting or potential confrontation, we tend to become defensive and subsequently are unwilling to challenge someone or speak our minds. How can you keep emotions in check? Social Scientist and New York Times best selling author Joseph Grenny offers some practices that you just may want to explore. The first is to own your emotion. Grenny says that you can't change an emotion you don't own. If you are insulted or your professional competence is questioned, it's okay to accept that you are angry or embarrassed. Most emotional reactions are caused by an incident or event. It's not the event that should be the focus on your response, but instead your role in the event. Emotions are the result of both the event and the story you subsequently tell yourself about what happened. Grenny gives each of the stories a name. A villain story is one that exaggerates the faults of others and attributes what's happened to evil motives. A helpless story, on the other hand, is one in which it does no good to respond. When we are challenged, we often focus on how the person causing the emotional reaction was wrong. Instead, it is often better to look through the lens of the accuser and assess what is actually correct about what they are saying. If someone is critical of you, ask yourself, what is the right thing to do? When you ask questions, you move from a defensive posture to one actually working towards a resolution.
Posted 01/06/2017Tips for Trainers: Getting and Keeping the Learners' Attention, by Fred Fedewa (Steamist), Education Committee Member One of the biggest challenges we face as trainers is getting, and keeping, the attention of our learning audience. There are many distractions (i.e. electronic devices) we must compete with. We know if we don't capture audience interest from the very start that the chances of a successful training session are greatly reduced. So, how do we win the battle to gain their attention? The key is a good introduction. The introduction is your chance to get your audience to take notice and establish a connection, as well as a chance for you, the presenter, to get comfortable. Too often the first thing we mention is how great the new product is, but that is not what is really on the top of the learners' minds. Before you describe what the new and exciting Widget 2000 will do for the end user, you need to answer the more immediate question of what selling the product will do for the salesperson. We accomplish this goal by answering five key questions that just about everybody has before they attend a meeting.
Posted 12/16/2016What Drives Top Sales Professionals? Respect and recognition as one of the best by their peers was cited by 84% of all top sales performers as factors that are most important to them in a recent study. Top performers were defined as anyone who achieved more than 125% of their sales goal and of the 1,000 sales professionals surveyed, only 15% met top performer criterion. 42% of the top performers believe their sales success is attributed to their likeability and ability to make customers feel comfortable. Another 32% claimed their success stemmed from their dependability and time management skills. 20% claimed that their knowledge was the primary reason they exceeded sales goals, but this group also had the highest sales, exceeding their quotas by an average of 170%. Top sales performers are driven by career opportunities. Selling is not simply a means to collect a paycheck; they think about their jobs more than 50% of their free time at night and on weekends. Half of the top performers described themselves as individuals who have written or mental lists of their goals and 36% said they try to project what the future will be like five, and ten years or more from now. Only a small percentage -13% - said that they take things one day at a time. The reasons why they decided on sales as a career were evenly split between wanting to control their destiny and the fact sales suited their personality. Only 19% of top performers stated their career in sales happened haphazardly. The top producers believe that emotionally connecting with customers is the top ranking strategy that leads to sales success. Second most important was tailoring a sales presentation to customer needs and third was asking questions that demonstrate expertise. Top producers noted showing the value of the solution and driving the topics of conversation as the least effective techniques for generating sales. Top producers are also willing to challenge customers, especially if the direction they are taking is not in their customers' best interest. The best sales professionals have "skin in the game". 36% believe they are personally responsible for their customer's success. Finally, the biggest differentiators between sales professionals who exceeded 125% of their quotas and those who did not achieve 75% of their quotas are confidence and professional pride.
Posted 12/16/2016Attention Grabbers: How to Write More Effective Emails Email is the business communication medium used most often. Do you know anyone who says they don't receive enough emails? Everyone is inundated with emails, eblasts and other electronic media that constantly compete for your reader's attention. How do you stand out from the crowd? Start by breaking down the different components of an email. The first is the subject line. Use this space as your call to action. In the subject line, let your reader know what you want them to do or learn. It could be a status report on an order or a progress update for a renovation. The subject may require the reader to make a decision, request additional information or to simply provide information that will help the reader with a problem, project or issue. Consider using capital letters in your subject line to emphasize the action you are requesting. It will help make your email stand out from others. The text should repeat the action required and answer who, what, when, where and why. The email should answer what's in it for the reader. The shorter the better. Most readers are not going to spend time reading a multi-paragraph email. Write in the active voice. This also forces you to put nouns before verbs that results in shorter, clearer sentences. Finally, consider linking attachments instead of including them. This tactic drives traffic to your website.
Posted 12/16/2016The Awesome Power of Metaphors to Increase Sales Robert Cialdini's Influence is an iconic work that explained how to motivate people. And that's what decorative plumbing and hardware showroom sales professionals do every day. Thirty-two years after Influence first hit the bookshelves, Cialdini has penned another seminar work entitled Pre-Suason: A Revolutionary Way to Influence and Persuade. Pre-Suason just may be better than Influence and a more than worthwhile read for anyone who wants to increase their sales, performance and professional sense of accomplishment. Cialdini relates the story of Ben Feldman who is arguable the greatest life insurance sales professional of all time. At his peak in the 1970s and 1980s, Feldman sold more life insurance himself than 1,500 of the 1,800 New York Life agencies in the United States. In 1992, he suffered a cerebral hemorrhage. To honor Feldman, New York life held a contest while he was recuperating dubbed Feldman February. Guess who won? Feldman. He made calls from his hospital bed to close more than $15 million in new contracts within 28 days. What was the reason for Feldman's monumental success? He used the power of metaphors. Feldman never mentioned death in his sales pitches. Instead, he portrayed someone's passing as walking out of life, which noted a breach in a family responsibility that needed to be cured. Feldman was quick to frame insurance as the metaphorically aligned cure. "When you walk out, your insurance money walks in," Feldman would say. The metaphor connotes the moral responsibility of life insurance, which resulted in many of Feldman's clients purchasing policies. Weight is considered serious in the English language. Studies found that resumes placed on heavier clipboards were rated higher than identical ones placed on lightweight clipboards. Similar results occurred when identical reports where placed on heavy and lightweight clipboards. The ones on the heavier material were considered more important. The lesson for showrooms is that if you want to sell a better faucet, have your clients hold a commodity type product in one hand and an all-brass faucet in the other and then ask them to compare. Almost invariably, they will pick the heavier one regardless of costs because of the metaphorical importance of weight. Warmth is another metaphor that showrooms can use to their advantage. Studies found that individuals who are given a hot beverage to hold briefly felt warmer toward, closer to and more trusting of those around them. As a result, Cialdini writes, they became more giving and cooperative in the social interaction that followed. The lesson for showrooms - offer warm beverages to your clientele. Metaphoric associations are reasons why sales professionals should avoid using terms such as cost or price, because they emphasize the loss of resources. Better alternatives are purchases and investments because those words communicate the concept of gain. Avoid negatives whenever possible. Discuss with your team how you can use metaphoric associations to better connect with your clients and sell more. Try it and let us know who it works by commenting on the DPHA Facebook page or sharing your successes with the DPHA LinkedIn group.
Posted 12/09/2016How Consumers Use Mobile Devices to Make Purchasing Decisions Google recently released a study of how consumers use mobile devices to make purchasing decisions. Visits to brick-and-mortar retail stores has declined by 57% in the past five years, however, the value of someone coming into your showroom has increased by almost 300%. This statistic shows that DPHA showrooms need to be on top of their game both online and in the showroom. The Google study found mobile purchasing continues to increase 30% year after year. It is most unlikely that your clients are going to purchase a new kitchen through their phone or tablet, but you may want to check out Google's Showcase Shopping ads that can plant seeds for a new kitchen or bath by showcasing recently completed projects. Video and imaging continue to increase in importance and influence. 64% of women who purchased clothing through their smartphones are influenced by products that have been influenced on Instagram. Why not take advantage of Instagram influencers to plant seeds for different products manufactured by DPHA members. Identify "best" selling products on your web site and in your showroom. Mobile search for best products has increased by more than 50% in the last 12 months. 88% of shoppers trust online reviews as much as personal recommendations. Approximately 75% of consumers who search for a particular product locally, will visit that retailer within 24 hours.
Posted 12/09/2016How Customers Decide to Pick Your Showroom Have you ever wondered why your clients select your showroom? Is there a magic moment of truth that pushes someone over the edge and motivates them to sign on the dotted line? Decision-making is truly paradoxical, says Duke University Professor Dan Ariely. Ariely teaches psychology and behavioral economics, and conducts extensive research on how and why people make decisions. In a recent presentation at an L2 Conference, Ariely claimed that most Americans behave as if they have no objectives, goals or aspirations. A large majority of us don't do what we should or what we say we want to do. We tend to overeat and don't exercise enough. We don't develop three-, five- and seven-year plans for our lives. We have subscriptions that we don't use but don't cancel. There are lots of "don'ts" in most of our lives. He also identified elements of life that we are good at. For example, most of us wear seatbelts in a car. Why is this? Ariely claims that the high percentage of Americans that wear seatbelts is a combination of science and kids in the back seat screaming "if I have to be strapped in why not you?" Another thing that we are particularly good at is brushing our teeth, but the reason most of us brush at least twice a day has little to do with protecting our teeth. Arierly claims the reason we brush our teeth frequently is to be socially acceptable. Who wants bad breath? The traits and activities that most of your customers are good at or bad at has little to do with knowledge and information. Another example Areily talked about is the percentage of drivers throughout the world that are willing to donate their organs when they die. In countries where citizens had to check a box to donate their organs, the highest percentage of those willing to do so was 28% and most countries were in the single digits. In countries where you have to check a box not to donate, the percentage of those who are willing to do so increased to as high as 100%. This is called "opt-in, opt-out" and reinforces the notion that decision-making is the function of the environment we are in. Arierly says that we use our brain to tell stories why we made a decision after the fact. As an example, he asked the audience if they had vegetables and/or fruit rotting in their refrigerators. Most of the audience raised their hands. Why does anyone buy food to only have it sit and rot and not be usable? Ariely explains it's a function of bad refrigerator design. "You eat at eye level," Ariely said, "and you don't bend down to open the fruit or vegetable drawer. That's too much work." For another example, he related how an insurance company attempted to have its insured individuals switch to generic medicines and offered to lower their co-pay to zero if they did okayed the proposal. Less than 3% of those insured took advantage of the offer. The company then sent a letter stating that unless customers selected between generic and brand name medicine the company would stop paying for their medicine. That did the trick! This technique had little to do with returning a letter. It had everything to do with the notion of "opt in, opt out". Most customers don't do what they say they are going to do. How many actually have lost the 10 pounds they want to shed?