Shop Talk - October 2007

By Alisa Pucher

Have you embraced the idea that if you sell floorcoverings, your best customers are women? If not, it’s time to do so, and I hope to help by offering you practical tips on what the selling process should (and shouldn’t) be.

In previous columns I outlined the enormous buying power women have and I offered three key insights into a woman’s shopping process that differ from the way that a man might approach the same transaction.

• Women are information gatherers
Floorcovering represents a significant purchase and most women will begin with a broad overview of the possibilities and spiral down to a final selection as they learn. Do not try to close a sale before she has finished this process or you’ll be perceived as aggressive and may push her out the door.

• Women will notice all the details
This can be especially dangerous for retailers because so much is involved. What impression does the salesperson create? How clean and well organized is the store? What other conversations and interactions are taking place within earshot? If you leave an overall good impression on a woman, chances are she’ll stay through a purchase. Leave a neutral or negative impression and she’ll likely seek out one of your competitors.

• Women will seek relationships
Connection and trust are key components when women shop. Women also tend to be loyal in their shopping habits, so building good relationships today will mean all-important repeat business tomorrow.

You also need to consider the most important concept: You don’t just sell floorcovering, you sell fashion!

The products you sell will be installed in her home, and this is important because her home represents family, comfort, creativity and self expression. Remember, a woman will have a vision for her project and that vision will be all about fashion. She’s considering what the room will look like and how it will feel. How will the colors, patterns and textures relate to the other design elements in the room and to those in the adjacent rooms? Who can best guide this process and bring her vision to reality?

Let’s break down the selling process and use what we know to ensure success.

• Approach/Greeting
Sincerity and warmth are the keys here. I like greetings that invite conversation such as, “Good morning. Thanks for stopping in. My name is Alisa. What can I help you with?” A member of my staff loves “What project brings you in today?” “How can I help you?” is another good question that encourages a customer to begin sharing her vision.

If your customer shuts you down with “I’m just looking,” respect her position. Remember, she’s gathering information and doesn’t want to be hurried. Remain a subtle, but available presence because when she‘s done browsing she’ll be ready for the next step.

• Qualification
This is your opportunity to share in your customer’s vision and to understand her needs. Start with open ended probes such as “Tell me about your home,” and allow her answers to create a true exchange of ideas. Work your way to specific questions that will offer lifestyle clues, like, “How old are your children?” and “Do you have any pets?” Remember to include questions about what she has seen in books, magazines, other homes or on the web. This will help you understand how close she is to purchasing. The most important thing is to listen with interest to everything and to use the information to select the initial products you’ll show her.

• Product Selection
Here’s your chance to take your relationship to a new level by showing her products that meet her practical and inspirational needs. Don’t rush and don’t be afraid to build on her feedback as you present items. Remember that this is all about fashion, so showcase the newest styles and colors and be sure to encourage her to feel the product and then to view it on the floor.

The key to this part of your presentation is clarity. Suggest two or three items at a time and eliminate non-contenders. Be prepared to compare features and benefits and to address practical issues such as durability, tracking, and stain resistance.

Since you’re selling fashion and providing inspiration, price and budget will generally move well down your customer’s priority list. I suggest that you wait for her to question pricing before including it in your presentation. Even if cost remains a top priority, I always show a customer some products that may be slightly out of her budget if I feel strongly that they’ll suit her vision of the room. I’ve found that customers never remember how much extra something cost if it brings them great pleasure. Generally she can find a way to upgrade if it’s beneficial to her.

It’s important to mention that it may take days, weeks and possibly even months to select a product. Don’t pressure your customer. You are her decorating resource, so follow up as needed and allow her the luxury of being totally comfortable with her selections.

• Facilitation
Here’s the easy part: installation details, payment plans, company policies, final quotes and scheduling. By now your customer is truly excited about her purchase and you’ll find that no real “close” is needed.

If you’re used to selling floorcoverings as commodities, then the ideas I’ve offered may feel uncomfortable and foreign. With a little bit of effort, you and your staff can make the transition. Begin by learning to “talk the talk.” Use shelter magazines, decorating books, HGTV, the Internet, and trade magazines to study decorating and color trends. After all, your target customers are doing just that!

Learn to use descriptive color terms and get comfortable with phrases and words that will help “romance” your products and inspire your customers.

Perhaps a scrapbook of great room photos gathered from various sources that show innovative, upscale floors and decorating ideas will help your customer express what she likes or dislikes.

Invite local designers to share their ideas on what women are looking for in your market and to teach you the basic decorating principles of color, texture, lighting and scale. Seek out salespeople with an interest and affinity for decorating or hire a designer to work with clients in conjunction with your existing staff.

The result will be a loyal following of customers who perceive you as their decorating resource and who will refer you to their family and friends. You’ll increase your sales by taking your competitors (especially the big box stores) out of the picture and you’ll see your average sale grow because your customers will be upgrading to upscale, trendy products.