Art of the Deal

To some, the word “negotiate” carries an ugly and stress-inducing connotation; that of a drawn-out battle of wills that blurs the line between compromise and greed. A blinking contest, if you will. According to leading designers interviewed by KBDN, however, even negotiations with difficult clients can end up as win-win situations if certain basic rules are observed.

Kitchen and bath dealers and designers who excel at client negotiations generally are the ones who focus on finding and building on common ground, rather than focusing on points of contention. Additionally, “playing fair” and keeping it professional are critical tools when it comes to working through difference over issues such as budget, product selection and time frame. Finally, educating clients is key to creating an environment of trust which helps to get both client and homeowner on the same side.

These are the sentiments of David Norton, CMKBD and owner of Columbus, OH-based Ellis Kitchen & Bath Studio, who explains: “The best way to work with the consumer is to be forthcoming with information regarding the design process. After all, the ultimate goal is to have a project that, when completed, will be considered a success by both the consumer and the designer.”

The idea is to have the client take ownership of the project without taking over the project, says Karen Kassen, CMKBD, of Memphis, TN-based Kitchens Unlimited. “The most important part of negotiating with difficult clients is being detailed from the beginning, letting them become an integral part of the process, the selections and the design, and then documenting everything,” she explains.

By contrast, if dealers equate negotiation to a game of poker, they may be in danger of missing the big picture – and future referrals. After all, poker is won by purposely withholding information, while successful negotiation is based on trust and problem solving.

“We have to build up trust because we’re coming into the client’s home and we have to be able to work within that environment. It’s not just a construction site, it’s a living space,” adds Alan Zielinski, CKD, president of Better Kitchens, Inc. in Niles, IL.

Rebecca Gullion Lindquist, CMKBD and owner of Duluth, MN-based Lindquist & Co. offers: “If you take the time to build that relationship and determine whether you can work together, and if you stay honest, then there is no reason why you should not have a good, successful process.”

Room to Budge

As most would suspect, budget and cost often top the list of negotiation snafus, in large part because many homeowners feel that they are entitled to get some kind of special price. As Zielinski notes, “Everybody feels that they have to get ‘the deal.’ Nobody ever comes in and thinks they’re going to pay retail.”

Whether or not you negotiate on price before the contract is signed, these discussions about price and budget are a good opportunity for dealers and designers to evaluate the client as a potential business partner.

As Lindquist says: “I usually can tell whether we’re going to be able to work for a client effectively, or if there are red flags and we think it won’t be a good fit for our business. Some of it is based on intuition and some of it comes after you present information to people and they keep asking the same questions repeatedly. After a while, you realize they aren’t getting it.”

But it doesn’t have to be that way, Kassen says. “I recently had to explain to a client why we charge retail prices. For instance, we do not charge an hourly rate for our design services, and when it is time for cabinetry, countertops, and appliances to be installed, our company is responsible for getting all selected products to the job site and ensuring that they are installed properly. Once clients understand all that goes into a project, they typically do not have a problem paying retail.”
In fact, quoting accurate costs up front is the fastest and easiest way to avoid “negotiation confrontation,” she believes.