Point of sale: Selling new ideas
Once upon a time, a wholesaler’s stock was a bit of a mystery, and everything was brought out from the hidden shelves behind the counter in a plain brown box. Installers got to look in a catalogue if they were lucky. More than likely, they’d just buy whatever they’d been buying for years and get back to work.
Now manufacturers are fighting to win space on your walls and investing in interactive displays and colourful charts to promote their goods. Giving them this valuable platform for promotion must work for you as well, of course. Yes, displays can make your walls look prettier but If you also make sure the display is showing something new and innovative, then they can also prompt sales that might otherwise not have happened.
Selling new ideas and products with features can take a lot longer and counter staff time is expensive so a wall display may prompt installers to look at a product or application they’ve not planned to pick up, or to think about trading up to a new specification or brand. However, it can also place demands on your staff as installers look for more information, detailed specifications and reassurance.
So, before you stock the latest ideas and start promoting them on the all displays, check that the manufacturer has your back all the way. Do they have a catalogue you can use for reference, and a decent web site with easily-found tech spec details? Are there instructions to download and videos to view? Many installers will have a tablet with them and can look stuff up on the spot if necessary. Ideally, though, all the information will also be clearly detailed on the product box with colour illustrations. Hand it to them to have a look at, and you can get on with serving the next customer while they decide.
This article first appeared in Professional Electricians Wholesaler, Summer 2018.