Market Your Brand
What are some of the chronic problems you have seen in this industry during the years you have spent in this business?
In the years I have been working in the plumbing showroom business (since 1985), I have observed how manufacturers have had or wanted control of how the product is presented. The larger and more popular the manufacturer is, the greater the control it seeks over distributors. I have fought this idea for 30 years now and finally the tides are changing. Your showroom has more clout than you realize. It is time for you to flex the muscle that you have.
We have already discussed principles and ideas that will help you create healthy and profitable relationships with your clients. You can appeal to their sensibilities and develop a bond of trust. Trust and loyalty is the foundation for all of us in this business. Our manufacturer partners that use our floor space have to help us create and nurture the bond we need to build with the upcoming generation of customers and clients.
Use little or none of the graphics or displays that promote the brands that you sell in your showroom, even if you get them for free. It is more important that your customers see visuals that boost YOUR brand, YOUR showroom business.
This is not to say that you should not tell your clients what lines you carry. You absolutely must! But put that information on your website, on a product line card or a printed hand-out. My preference is to see all of the showroom’s offerings listed on the back of your staff’s business cards. Don’t allow manufacturers to dominate your showroom interior with their own brand names. Those days have ended.
Leverage the strength of your showroom with your manufacturers by auctioning off the best display space to the vendors who will help you the most. They can offer you co-op funds, advertising, additional free products or provide display maintenance. It is worth it to the manufacturer because the prime display space will generate higher sales. This is just what grocery stores do with their end cap displays at the end of the every aisle.
Look for next month’s topic: Go Beyond Your Comfort Zone.