Tips for Beating Competition from the Internet

Sears, Roebuck and Co. and other mail-order companies were the answer to farmers’ prayers in the early 1900s, offering an easy alternative to the high-priced rural stores. Years later, the company adopted the motto “Shop at Sears and Save.” Sears prospered.

Does this sound like the Internet?

For more than a century, there’s been a healthy alternative to brick and mortar showrooms. Shopping has, in fact, matured into a national pastime. And, history shows that the majority of customers would rather purchase product from an actual living, breathing person.

The Showroom Experience

Because most decorative plumbing showrooms are not located in a high-density retail area, visiting them requires a special, focused trip. Customers have most likely spent time on the Internet prior to visiting to educate themselves and to find a showroom.

But even though customers may exude confidence from their Internet research, they have made the special showroom trip for a reason. That reason spells opportunity for showroom professionals to demonstrate the value they bring to a project and create a special bond of trust that is not available online.

Kaye Powell of Chown Hardware in Portland, OR believes, “Salespeople have a great advantage over Internet sites. Connecting with the customer, developing a relationship and explaining the benefits of one product over another are what salespeople do. Competing with a computer gives a salesperson the upper hand every time.”

When your staff first greets a client, it’s important to ask open-ended questions. This gives customers the opportunity to tell their story. The goal is to find out why they’ve come to your showroom.

Do not settle for, “I want a new bathroom.” Take the time to truly understand why that customer has finally decided to tear out walls. Ask your customers to describe what their dream bath may look like. Listen actively. Take note of specifics and start to establish a bond of trust by sharing your expertise and directing them to products that will turn their dreams into reality.

As part of establishing a relationship, ask where they learned about your showroom. Tony Carter of Carter Hardware in Beverly Hills, CA states, “This can lead to a greater understanding of the customer.”

Most customers will mention the Internet. When they do, teach your staff not to ignore this. Demeaning their research insults customers. Have customers discuss what they’ve learned online. The more you know about the customer, the easier it will be to develop a relationship that eliminates the Internet as a competitor.

Added Value

The Internet is very good at answering specific questions, but incapable of taking a person’s dreams and applying the right products in a perfect package. Entering into a focused dialogue to pinpoint and prioritize customer desires assists in establishing a lasting bond with customers.

To combat Web competition, your showroom staff needs to demonstrate that the guidance and expertise they provide are not available on the Internet. The Internet is not capable of providing recommendations needed to ensure that clients’ desired look and functionality are realized.

After research and product selections, price enters the picture. The first rule is “you get what you pay for.” At Klaff’s, we believe displaying selective decorative products and listening to clients’ desires are major components of our company’s brand. That is the extra value we and our fellow independent showrooms add, and it is responsible for our competitive advantage.

When customers purchase over the Internet, they only receive the product. The products sold in a showroom also come with: