Defining a Style For Your Business




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What is it, exactly?


  • Those with style have an ATTITUDE. It shows. They have a purpose in life. They are on a mission, and it is not necessarily only the kitchen and bath business. This sense of mission rubs off. People want to be around them and absorb some of it.
  • Those with style have RESPECT. It shows. They care. They want to be there. They believe in themselves and their point of view. They give the other guy a chance. People view them as being trustworthy, accountable, supportive, truthful and engaged in a search for excellence.
  • Those with style are GROOMED to meet the occasion. People believe in what they see. When they see a person who fits in, they are assume they are "in" and give them a chance to prove it. The president of a major U.S. airline put it this way: "If there is salad dressing on the drop-down table, passengers will think our mechanics are equally sloppy, thus the engines may leak. (They'll think, 'Let's take another - a safer - airline'.)
  • Those with style DRESS a cut above the herd. They are in the same league as their best products and design possibilities. It appears that those who possess real style determine what is it that they want people to see in their dress, their presentation fashion and format, and their showroom. Their choice of product is critical in backing them up. In other words, they fit right in when it comes to the very things their customers are looking for.
  • Those with style are ENLIGHTENED. They know the customer expects them to know the "Features, Advantages and Benefits" of their products, services and designs. Special emphasis is placed on teaching and demonstrating to the customer how and why they did what they did. These explanations (which are grounded in industry principles and practices, product specs, The Kitchen Industry Technical Manuals and selling practices) come across as fact - which positions the seller as a "master teacher."
  • Those with style have EXCITEMENT - or, stated another way, fire in the belly! By being secure, passionate and committed to what they do on the inside, it comes across as confidence, power and excitement on the outside. Even if they're not totally up to par, their enthusiasm gives them the edge. Enthusiasm sells! Enthusiasm is contagious!
  • Those with style are ENTERTAINERS. They understand that presenting is as much a matter of showmanship as it is of expertise. They bring a sense of theater to what they do. To them, the space around them is theirs to design, engineer and control. They do memorable things, like create design boards, color schemes and models of molding applications. They treat their customers like Lego Blocks treat the mind - always building, changing, challenging and entertaining.
  • Those with style use their EYES. Eyes are amazingly powerful communication tools. The eyes have it. They make eye contact when speaking and listening. The people who possess style use their eyes to center the customer's attention on what they want them to focus in on. And, of course, honesty and respect are at the heart of eye contact.
  • Those with style use their EARS. They listen carefully and with respect - understanding that the customer will always tell them what's important. What goes around comes around. By practicing good listening skills they teach the customer to do the same. The result is intent conversation and a dialog that's grounded in a genuine give and take.
  • Those with style use BODY LANGUAGE to their advantage. My friend Gary Sheldon, a former Director of Chapter Development for the National Kitchen & Bath Association used to say: "You show me so clearly what you are that I can't hear a word you're saying!" Walk your Walk! Show people what you really are! Your body doesn't lie. It telegraphs what's on your mind.

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