The Kitchen Sales Coach Issue #24 - What a Year It’s Been
By Robert Foltz, CKD
It’s been a whole year since I started the Kitchen Sales Coach and sent out my first newsletter. I was reflecting on how far I’ve come in my understanding of coaching and consulting, in addition to writing newsletters. Where I am now isn’t exactly what I expected a year ago.
Like you, I’m learning, growing, and creating the reality that I’m living every day. I have my own coach (who helps me learn to be a better coach to you); he caught me complaining about how hard business is in Florida and how hard it is to pioneer new lines. He reminded me, as I often remind you, that all realities are possible—that you create your own experience. There are businesses in Florida as busy as “one-armed paperhangers” and there are people suffering and losing everything. It’s that way every day in every economy. It’s what you focus on that’s important.
I listened, stopped complaining, and worked on attracting good things. I ended up having a great month—the best sales ever for my hardware line. I attracted that cabinet line I’ve been envisioning for a year (more about that later), I attracted help where I needed it, and I attracted some really exciting personal and professional opportunities. I’m very excited to see what the next year holds.
First Impressions are the Key to Success
With gas prices up to nearly $5 per gallon in July, I decided to try something new in my business. Instead of contacting prospective dealerships by car and foot, I decided to call about 50 businesses to see if I could develop new business relationships over the phone. It reminded me of how important it is to leave a great first impression and, for most prospects, that first impression is made over the phone.
I’m always amazed by the way this first impression correlates to business success. In almost every case, the business I was calling was new to me—they didn’t know if I was a customer or a vendor. Some of the businesses representatives I called made me feel welcome from the moment I contacted them. Others made me feel like I was intruding, adding to their already stressful days. I could tell within five minutes exactly how they run their businesses and the priority they place on keeping their customers happy.
How many of you have been concentrating on a design, gathering your pricing for a proposal, or solving a problem in the field with an installer when your phone seemed to never stop ringing? We’ve all been there, but be aware that your irritation comes across when you pick up the phone.
I suggest that before you pick up the phone, stop... wait for a an extra ring or two, take a deep breath, and then give the person on the other end of the call 100 percent of your attention. This interrupts your chain of thought and allows you to adopt a more pleasant demeanor instead of using "problem solving mode.”
Have a friend call your business several times with a "critical ear" to gauge your employees’ reactions as they answer the calls. Write down five typical customer questions, such as, “Do you perform bathroom remodeling?” and have your friend ask all of them during the call. This will make your staff really engage in conversation, which will allow your friend to spot any irritation or if the employee hurries his responses. Be sure your friend thanks the person who answered the phone to gauge the friendliness of his response.
Armed with this information, you can sit down with your staff to congratulate them on their good work and do some live training with those who need a little help. It will keep everyone on their toes.
Whenever I have a new consulting client, calling the business as an unknown prospect is one of my first tests. I usually call about four times myself and have my wife or a friend do the same. This gives me a great deal of information about the business and the general attitude of the employees and clients.
I consulted with one business where the assistant was the most unpleasant person over the phone that I’ve ever heard. She had been with the company for years. I tried nicely to tell the principal that her general unhappiness with life comes across very strongly. She wasn’t rude, nor did she do anything specifically wrong, but she was the opposite of warm, kind, and welcoming. You can’t track lost opportunities and I can only guess how many of their prospective customers ended up somewhere else without the business ever knowing.
This is a very effective and inexpensive way to set yourself apart from the competition. Every time the phone rings, your attitude should be “Great, another opportunity to help a customer!” Every opportunity is to be cherished and maximized. The first opportunity is the phone. Seize it and maximize your results!
The Law of Attraction
For about a year, I’ve envisioned representing a particular cabinet line. I want to work with people who are very smart, successful, and ethical; people who understand the value of training and developing long-term “win-win” relationships with their dealers; and, most of all, people who make solidly constructed, beautifully finished, value-oriented cabinets that will work in many areas of the market. The product found me.
The product is an imported Italian cabinet with European dimensions and a blend of styles and finishes. After six years of development in the high-rise market, the importers are ready to expand nationwide into the dealer network. I’ll be representing this product to all of Florida and the Gulf Coast of Alabama. I’m so excited about this product, I’m buzzing.
When I look at this cabinet line, I see opportunity. The manufacturing process is almost completely green. The product is beautifully made at a great price point, the finishes are wonderful with a great choice of wood species and color. The marketing is top notch and the people manufacturing this product in Italy and bringing it into the U.S. are the sort I’m proud to be associated with. The product will work in a high-rise, low rise, large modern home, or even a small cozy beach cottage.
I’ve taken my excitement out to the dealers, but unfortunately, I’m hearing a lot about problems associated with European manufacturers. I’m hearing, “importing takes too long” and “you can’t fit American appliances into European cabinet sizes.” One dealer, who could really grow his business with this opportunity, isn’t even willing to discuss the product. The real problem, as I see it, is with the comfort zone.
Your comfort zone consists of those products and practices that are familiar. It's doing everything the way you’ve always done it because that's how you've always done it. Your mind is really good at keeping you in your comfort zone, or where you are now. The problem with living in your comfort zone is that you and your business fall behind, as the “movers and shakers” do their thing. Have you ever noticed that really wealthy, successful people are constantly learning and surrounding themselves with experts in the field where they want to make money?
I recently spent time with a gentleman looking to me for expertise on the kitchen market for a business he’s moving into. His expertise is buying and selling multi-million dollar commercial high rises. He took his first company public at the age of 24! There’s so much I can learn from him. Even in today's economy, he’s looking to make deals and make things happen. He sees a problem, works around it, and finds a solution, instead of throwing up his hands and saying “I can’t get financing in today's market so I guess I’ll just sit tight.” I was honored to spend time with him and help him get the knowledge he needed, while he was showing me the attitude it takes to get to his level.
My method or approach to this new line should be your approach to business in today's climate. You can focus on difficulties and watch your problems expand or you can focus on opportunities and watch your business expand.
I’ve put together a value-oriented business proposition for Florida dealers to consider. I find my target demographic and then approach them socratically to see if they have the attitude of a winner or a whiner. If the latter, then I respectfully thank them for their time and move on. The winners will be my partners in this new venture and they’ll be people I’ll associate with.
About Robert Foltz, CKD
Robert Foltz, CKD is experienced in all areas of the retail kitchen and bath business. As a manufacturers' representative, his experience and expertise can help improve your business. He also works as a sales trainer, consultant, and personal coach.
With 23 years of experience in every area of the kitchen business, he has personally experienced the most common mistakes all business owners and sales people make. He has used that experience to develop a formula that will help you avoid those common mistakes and to dramatically accelerate your success.
Robert can be reached at and his work can be seen on www.KitchenSalesCoach.com.