Creating the experience in your showroom
BY PETER SCHOR
Showroom specialist
Most of you who have followed my showroom column since 2004 know that I wrote an article called “Creating the Experience” in your showrooms in October 2008. The column talked about how to create the experience for your clientele and how to brand your showroom. Furthermore, in the May 2009 issue, I talked about the DPHA and their October 2009 Conference at The Broadmoor Hotel and Spa in Colorado Springs. I also addressed what you would learn, for Schor, at this hotel, in “Creating the Experience” for your clientele. You can access these two showroom columns in The Wholesaler archives.
I had spoken at The Broadmoor to a 5-star hotel conference on baths and guest expectations two years ago and I recommended the hotel to the DPHA senior executives. During the conference last fall, Danielle Roberts, The Broadmoor’s director of training, conducted a “knock your socks off” workshop on “The Secrets of World-Class Customer Service” and “Why Thank You is NOT Enough.” If you are a DPHA member (whose membership is a steal for $775 yearly; $100 is a one-time processing fee), I highly encourage you to access and read the entire article in the November Newsleak magazine.
Roberts heads a two-week intensive training course that includes testing accountability for employees. In the seminar she talks about The Broadmoor’s 16 Service Standards. These standards are
• Make eye contact, smile and greet every guest or employee immediately
• Use the guest’s or employee’s name
• Escort guests or employees to their requested location
• Immediately approach someone who seems to be lost and offer your assistance
• Know what is expected so you can anticipate guests’ needs and the needs of employees whom you serve
• Follow up on requests even when it is not the duty of your department to do so
• Never say “I don’t know”; say “I’ll find out”
• Never appear hurried, even if you are very busy
• If unable to comply with the guest’s wishes, offer an alternative; avoid negative expressions like “That’s against hotel policy” or “This is not my table”
• Keep your organization spotless
• Act professional in public areas at all times; stand erect and avoid leaning against walls or furniture
• Take ownership of a problem; ensure that the matter is resolved and that the guest is satisfied with its resolution
• Take each problem to heart (where HEART is an acronym): Hear what the guest has to say; Empathize with the guest; Apologize for the situation; Respond to their needs; Take action and follow up
• Respond to guest requests within 10 minutes
• Know the services that the hotel offers and the locations of banquet facilities and meeting rooms
• Go the extra mile.
Do you think you can extract out some of these 16 service standards for your showroom?
Internet — friend or foe?
I am going to write a separate in-depth column about this during the year where I will get into the IMAP (Internet Minimum Advertised Price) and more. Is the Internet a friend or foe to showrooms? Clear thoughts on what is right and wrong. First of all, the Internet is a big friend and will continue to grow regardless of your views and knowledge of it. Many Americans use the Internet to find out exactly what they want and go through search engines looking for bath, plumbing and kitchen products before they come into your showroom to touch, feel and see the products first hand prior to purchasing. I would guess that less than 10% of products are bought sight unseen over the Internet, although in the downturn, it may be slightly higher. One of the most popular tools for consumers and professional trades is Home Portfolio (www.homeportfolio.com) where over 700,000 products can be viewed by consumers, designers, and other trades, for manufacturer products and to provide showroom links where they can buy the products. The positive aspect of Home Portfolio and other similar websites is that your clientele has some idea of what they want when they come to your showroom. The now-defunct EXPO Design Centers (The Home Depot) were looked at by some industry people as the foe (competition), but most people felt they brought great pace of awareness to the masses and helped buyers and specifiers accept the sticker price, which was -25% off net. If the Internet seller is pricing bath products at 25% off; most people consider this pricing to be at a level playing field to the showroom. It only becomes a problem if the pricing is greater than a 25%.
Let me get to the bottom line for the showrooms: If someone is selling on the Internet less than 25% off and let’s say paying the freight. It is your responsibility to get proof and contact the manufacturer national or regional sales manager directly. You are to ask them nicely to contact the internet vendor to stop this practice. No threats, please. The manufacturers need this feedback to police their side as most have IMAP programs in place. Keep in mind that some Internet sellers, some who have local showrooms under different names, thought that they could use their internet site as a dumping ground to slash prices because they felt they have no overhead. If this continues beyond two to three weeks, you need to make the call again, this time saying, “I am a member of the _________ buying group,” and unless you cease to stop these practices now, we will file a complaint with our organization (like the DPHA) and buying groups (too numerous to list) of which you are a member. There is strength in numbers. If the manufacturer persists in allowing these practices, you may want to make a change in product lines. Manufacturers: It is your responsibility to listen and take appropriate action with showrooms. Yes, I understand what you are up against, with your competition while looking for more volume. I caution you to police the situation and don’t bite the hand that feeds you!
Peter Schor, president of Dynamic Results Inc, is a bath/plumbing industry speaker, educator, author, columnist and consultant in the many segments of our industry. For the past 20 years, he conducted seminars and speaks at numerous conventions. Schor has great expertise in the field of showrooms and hotel bathrooms and has won many industry awards. He also consults manufacturers in taking their products to market in the areas of sales, marketing and public relations. Schor can be reached at 1302 Longhorn Lane, Lincoln, CA. 95648, phone 916/408-5346, fax: 916/408-5899. e-mail pschor@dynamicresultsinc.com or visit his web site: www.dynamicresultsonline.com.