Staying ahead of the competition

Getting the edge – how to get on top in the competitive KBB world.

In this blog, we offer advice on how you can get ahead, and stay ahead of the competition. And we’ll discuss the role a decent CAD package can play in giving you the edge.

In the increasingly competitive KBB world it pays to offer something really special that means you stand out, which justifies the higher price tag compared with the big retail chains.

So how do you maximise your proposition to make it the best it can be? We’ll examine the elements that independent retailers primarily market themselves on, including personal service, thoughtful design, greater attention to detail, superior quality, and impeccable execution.

Personal service

Many independent KBB businesses are small, family-run operations. As a consequence, they have a model that focuses more on quality than quantity. Each customer is precious and each is treated with great care and attention.

Taking time to get to know the customer and then tailoring the pitch to suit the customer’s needs are essential. It’s all about asking the right questions, right from the start, so that the customer feels valued, respected and understood.

Questions shouldn’t focus only on the basics such as budget, styles and layout – although these are vitally important – but should delve, as deeply as is appropriate, into the lifestyle of the residents.

Firstly, try and find out what they like and really don’t like, about the space as it currently is. Also find out whether there’s anything in the room they’d like to keep as it is, or whether there are any furniture items they’d like to include in the new design. These questions will help you get a feel for how the space is working and, for example, knowing that you have to keep the dining table might give you a bit of steer or a jumping off point where your design can begin.

Next, you need to work out how the space will be used and who by. Questions could include the following: “Who lives in the house?”, “How often do they entertain?”, “What sort of cooking do they enjoy?” “Who uses the space, and when?” “Does the space have alternative functions?”. This last question is particularly pertinent right now as many people have moved to working from home more often, if not all the time.

Find out from your customer what their expectations are in terms of turnaround or completion. If there are strict time constraints that you will struggle to meet, it’s worth being open and honest about this from the outset to avoid disappointment.

Consider the customer’s ideas

If you’re open to a level collaboration and inviting the ideas of your customer, then this could give you an edge over the competition. The purchase of a kitchen or bathroom is highly emotional and a big financial commitment, so obviously the client will be highly invested and might want to be across every detail. A designer that is more open to sharing ideas and transparency might be a more attractive proposition.

Encourage your customer to share their ideas via a mood board or on Pinterest. This level of collaboration will help instil further trust that you’ve got their interests front and centre.

Even better than this, is an online planning tool embedded in your website, such as Design@Web, which allows potential customers to create their own designs, which can then be imported directly into a professional design tool, such as Winner Flex or Innoplus. As well as giving the customer agency over their design, it also helps you as the retailer to generate warm leads as potential customers will have to submit their contact information upon completion.

Sell the dream with your design

Now you have a good idea of the customer’s style and preferences, you can start to sell the dream with your design. Professional design software that’s quick to use and able to produce beautiful photo-realistic renders quickly can be critical in helping to seal the deal because you ideally want the customer to sign up while they’re with you, rather than giving them too much time to mull it over and potentially change their mind or go elsewhere with your ideas.

Accuracy is also crucial as it’s important that the quote the customer is given is correct the first time around. Accuracy of software can also help significantly reduce the remedial rate once the kitchen or bathroom is installed. Compusoft prides itself on having up-to-date, accurate catalogues from the suppliers which it represents, and in the case of come suppliers, it can even send order details directly to the manufacturer. This means that any measurements will be directly communicated ensuring that the finished product fits perfectly.

Attention to detail

The small details and the finishing touches will elevate your design from good to great. Most independent retailers pride themselves on this attention to detail, which will include everything from the accessories and tiles chosen, to the lighting design. Adding a level of personalisation also changes it from being ‘a kitchen’ to ‘their kitchen’.

This can include adding in pets, if they have them, or adding in the outside view from their window. The emotional pull of this shows the customer you care and enables them to see how it will really look when complete.

Offering something different

In our experience, those retailers that offer something a bit special, or different from their neighbouring businesses, are most likely to stand out and win the most business. So, if you can, try and specialise in something – whether that be imported Italian tiles, designer sit-on basins, or a particular furniture brand – that can’t be found easily elsewhere. Ensure displays that feature any unique products are present in your window displays to draw prospective customers in.

Here at Compusoft, we’re always open to suggestions from our customers and will include the catalogues of their chosen brands wherever possible, if we don’t already feature them on our software.

Quality and aftercare

Finally, quality of finish and a quality aftercare service will all help your chances of being referred by previous happy customers. One way Winner can help achieve this is through accurate installation packs. These provide all of the elevations, parts, and plans that the installer needs to ensure the vision of the customer is realised.

In addition, you could consider inviting previous customers back into the showroom for cookery evenings and demonstrations, where they can learn tips from a professional home economist on cooking with their new appliances. Encourage them to bring any friends who might be interested in having a new kitchen and you may win new business, meaning you can start the cycle from sale to installation to referral all over again.

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