Full Steam Ahead
Turn Up the Heat
in Your Shower Showroom
b y K a t h e r i n e C o i g
or most homeowners, installing standing of what’s in the market, what explains Roy.“No matter what it is that
a new shower door or enclosure other customers are purchasing and you’re doing—answering the phone,
is a lot like any other major ren- what the most practical product is for cleaning,etc.—it can wait.Nothing is as
ovation: once it’s done, it’s not likely them.This can also help alleviate some important as greeting your customers.”
to change any time soon. That’s why, pressure on both ﬁrst-time buyers and
in many cases, shower door retailers established purchasers.
face tough competition. How will a “I don’t like to have my most expen-
3. Back to the Basics
Whether your showroom offers
customer decide which shop is right sive showers right where customers easy-access brochures detailing prod-
for the job? What separates one busi- walk in. They might see the price tag uct information, or a pamphlet that
ness from another? Who’s going to get and run out, thinking we aren’t for outlines the differences of each shower
the customer’s attention and seal the them,” explains Darrell Roy, owner of door or enclosure, keeping your cus-
deal? It’s more than media marketing Royal Glass and Shower Door in Reno, tomers informed is a must.It’s essential
or word of mouth.Your showroom can Nev. “The showers that the average to your showroom’s success that every-
also make or break a deal.
customer would buy are lined up in one who walks through your compa-
Shower door retailers across the the middle of the showroom—it’s the ny’s door knows the basics about the
country say it’s attention to detail that direction they’re ﬁrst going to walk.”
can make a showroom unbeatable.
From congeniality to ﬂoor layouts,here 2. Make an Entrance
products, options and add-ons that are
available to them and what makes the
most sense for their project.
are ﬁve tips to help make your show-
No two spaces are the same, so it’s
“You’ve really got to educate your
important to use your available space customers—not just open a door,”says
to beneﬁt the customer experience. Thomas.“You want them to walk away
. Know Your Audience “I like to keep it open,” says Thomas feeling like they’ve learned something.
If there’s one thing shower door re- Henderson, principal of Blu’s Shower Customers want knowledge of the busi-
tailers agree on, it’s making sure their Door in Cohasset, Mass.“I like my cus- ness in general—it gives them more
showrooms meet the needs of their tomers to be able to see everything as conﬁdence in their project, and it gives
target market. It’s not about displaying soon as they walk in.”
the highest-priced ﬁnishes or the most Henderson says this strategy al- “And that conﬁdence is what’s going to
expensive products. Instead, it’s about lows the customer to see all that he set us apart from our competitors.”
showing prospective clients the prod- has to offer at once, but he empha- While educating potential clients is
uct most suitable for their project. sizes, not to overwhelm them. He has key, it’s equally important to keep it
We want to make sure everyone three showrooms, which provides brief and succinct.
them conﬁdence in me,” he continues.
who comes in knows exactly what to ample space for customers to peruse
“I have a wide variety of brochures,”ex-
expect when they do business with us. his offerings, and it permits his prod- plains Henderson,“but they’re very quick
To do that, we have our most common ucts to reach a broader audience. reads.Customers need to be informed in
units on display,” says Mick Thomas, Making an entrance doesn’t apply about ten minutes or less, or you’ll lose
director of operations at The Shower exclusively to the showroom’s layout. their interest.People have short attention
Door Source in Oklahoma City, Okla. It also includes ensuring a lasting ﬁrst spans, and I don’t want customers losing
By displaying the most commonly impression. interest in my showroom.”
sold shower doors and enclosures,
prospective clients develop an under- better give them all of your attention,”
“The minute a customer walks in,you
continued on page 98
October 2016 | USGlass, Metal & Glazing