Proper Planning Can Take the Anxiety Out of Moving

Moving. Just the possibility sends shivers up the spines of those who cling to the status quo. For more adventurous souls, it creates waves of excitement about what could be. But whatever group you would put yourself into, simply knowing more about the subject of moving your showroom can make the prospect much less daunting.

I gained some “insider” information about the topic from two kitchen and bath principals who recently relocated their showrooms. I found their advice to be not only practical, but also enlightening. If you are facing an upcoming move, or merely considering a new location, let their experience make your move a smooth transition.

REASON FOR RELOCATING

First, how do you know you’re ready to move? Joe DiChicco, owner of The Cabinet Shop in Cape May, NJ, suspected his 15-year-old business was readyfor a new home. Sales were even and growth was at a standstill. His hunch proved correct when, soon after moving, sales were on the way up.

“Old customers found us right away, and more important, new customers who fit our niche were delighted to discover us,” he said.

As a result, DiChicco says sales have doubled within three to four years, without an increase in advertising.

DiChicco offers several questions to determine whether your business might benefit from a move:

1. Could you gain more exposure for your showroom or brand in a busier area? Often “Main Street” or other high traffic locations within a community create more awareness with increased opportunities for walk-ins and referrals.

2. Does your current location match the profile of your “niche” market? If not, you may be losing sales due to “invisibility.” Go where your customers are. If you can’t, make sure they can find you.
DiChicco sought out the best building he could afford that fit his needs, then waited for it to become available. It took time, but the results have been worth it.

3. Could you benefit from more space, to add features or increase offerings? Sometimes it’s possible to gain square footage just because the building is better (i.e., no poles or awkward areas to plan around, less wasted space). For example, DiChicco’s business reaped several rewards from its new location:

• A central location for sample resources. The new selection area includes all countertop materials, lighting, hardware, etc., along with two to four layout areas for coordinating materials and a private meeting area.
• A grand reception. Within this dedicated area, a full-time staffer greets and interacts with customers, while pre-qualifying for designers.
  Compartmentalized displays: Custom, higher-end semi-custom, then competitively priced semi-custom. Definite separations permit a staging area for product presentations and improved customer qualifying while creating a natural pathway for self-guided tours.
• Space to add more salespeople. When properly selected and trained, more sales personnel equals increased sales capacity. DiChicco realized that the increased sales overall (and profit increase) would offset increased expenses.

4. Are you looking at your location as an investment in your business? Looking ahead, does it make sense to “jump start” your growth with a move? DiChicco’s decision to purchase his own building was a conscious investment toward future growth. He increased his square footage from 4,000 to 8,000, which allowed every area of the new showroom to be larger: warehouse, selection area, reception, display floor. While he admits it was a risk, DiChicco says he was confident in the move, since he and his team had examined all angles and determined that moving was the route toward growth.

Brian Simpson, owner of Kitchen & Bath Solutions in Phoenix, AZ, has moved his business twice in five years. Located in a vacation community, Simpson’s situation is somewhat different. Coming and going is commonplace. Therefore, visibility is tantamount to success.