The harsh reality of kitchen design sales is: you’ll only sell about 4 out of 10 kitchen designs.
If your sales ratio matches that industry average, I know you’ve been asking yourself: why aren’t I selling more kitchens?
You’re asking yourself the wrong question, however. The right question is: have I clearly articulated my business’s sales strategy to my designers?
Your designers must understand your sales strategy so they can design accordingly.
Otherwise, your kitchen designers are being set up to fail.
The #1 Reason Why Your Kitchen Designs Don’t Sell
It’s pretty simple. Your kitchen designs don’t sell because the price is out of whack.
It’s a flaw of the industry, really.
- Your customer doesn’t really know how much a kitchen should cost
- Your salespeople don’t ask, because they think if they engage with the customer and connect, they’ll make the sale.
Wishful thinking drives the entire engine of selling kitchens. The customer hopes it won’t cost too much, and the sales person hopes the customer won’t think it costs too much.
What Exactly is “Too Much” to Spend on a New Kitchen?
Here’s why nobody knows how much is too much for a new kitchen:
- Your customer doesn’t know because they are using your design drafts to begin assembling their budgets
- Your salespeople don’t know because they don’t ask the customer, and they secretly hope that if the designer creates a great design, they’ll spend the extra money to get it
- Your designers don’t know because the sales people can’t tell them, and they are focused on creating a beautiful design ($$$) instead of one that will sell ($)
With so much unknown, your kitchen designs have very little chance of selling.
Your designers can help you sell more kitchens, if you get your salespeople to help
This is what your designers need to know so your salespeople can sell more.
- At a high level, what is the customer trying to do in their kitchen? Salespeople may not want to ask about price outright. So instead they can ask customers whether or not they are remodeling, changing lighting, or just doing new cabinets and countertop. When they ask about the overall scope of the project, they start to unearth budget details. Get a rough idea on pricing.
- What sort of kitchen does the customer really want? Do they want a modern, traditional, contemporary, transitional, European, or industrial style kitchen? And how will the customer use the kitchen. Is it just a show kitchen, or do they really use it? Are they bakers or chefs?
The answers to these 2 simple questions can set your designers up to create kitchen designs that sell.