Have you ever pondered the enigma of showroom success? What sets apart those effortlessly showcasing high-end designer wares from those struggling to find their niche? It’s a complex interplay of factors – people, products, marketing, culture – but also a matter of identity.
Picture this: In the heady rush of launching a business, aspirations run high. Everyone wants to be the one-stop-shop, offering unbeatable deals, attracting the crème de la crème of clientele and making a splash in elite design circles – all while turning a handsome profit. Sounds like a dream, right? Yet, the reality often falls short of these grand ambitions.
The grand opening dazzles, but soon enough, it’s a race to outmaneuver competitors. Customer service takes a backseat as everyone scrambles for orders, and margins shrink with each discount to seal the deal. Before long, the sought-after designers fade into the background, replaced by budget-conscious shoppers scouring the web for the best deals.
This narrative is all too familiar – especially during periods of leadership transition or economic downturns. It’s what we call an identity crisis.
Defining Your Business
So, what exactly is an identity crisis? It’s the soul-searching question every business must confront: Who are we, truly? What sets us apart, and do we remain steadfast in our identity?
Recently, while delving into the pages of “Traction” by Gino Wickman, it dawned on me: in this down economy, it is really important to know who you are. We operate a higher-end luxury showroom, unapologetic in our stance. No $150 faucets here; our clientele gravitates toward offerings starting in the $750 range. We eschew haste, preferring leisurely conversations over coffee, guiding our patrons not solely on price but on aesthetics and tactile allure.
Stepping into our showroom, you’re enveloped in an ambiance distinct from the standard retail experience. Soft music wafts through the air, subtle fragrances tantalize the senses and our faucets gleam like prized jewels. Pricing? Nowhere to be found. We believe in fostering dialogue, ensuring every interaction is a testament to our commitment to exemplary service.
The question is, why does this work for us? Why are we still busy? I believe it comes down to our attitude and mentality. When people come in who don’t fit our profile, we are always kind and try to direct them to where they can get what they are looking for. We still want them to experience who we are, but we don’t try to spend an hour trying to convince them to buy outside of their price range. We make sure we save that curated time for the homeowner/clientele that fits more into our product offering and demographic.
The other thing we do well is we don’t shop from our pocketbooks. We often joke that we are poor and pretentious. Although we might not be able to afford what we sell, we know the value and quality that it offers to our valued customers. So, we sell according to their wants and needs, not to what we think they or we, for that matter, can afford.
We’re not a fit for everyone; probably not for most. But we’ve been successful in finding our lane and staying in it.
Embracing Your Identity
But ours isn’t the sole blueprint for success. Some showrooms thrive on expediency and competitive pricing, prioritizing efficiency over ambiance. Others adopt a minimalist approach, offering a select few samples and a resounding “yes” to customer requests.
In essence, triumph lies in harmony – aligning your identity with your offerings, vendor partnerships and target demographic. It’s about periodic introspection, ensuring that every facet of your business remains true to its core values.
What it comes down to is that you need to decide who you are and not step off that path. Know who your clientele is; the experience they will want or accept; the manpower it takes to offer the customer service you want to provide; the products and vendors that match up to what your clientele expects. But on top of that, know the partnerships that align with your core values – whether that’s vendors, customers or teammates and leadership.
So, if you find that lately, your business isn’t where you want it to be, it might be time to go back to the foundation and rebuild with confidence. Take the time as your core leaders to re-evaluate who you are:
Look at the product you offer and how you display it:
- What kind of service do you offer?
- Are they order-takers or curated design experiences?
- Are they quick transactions or lengthy consultations?
- Are your employees more casual people or are they a more formal, elegant group?
- Do you want a large volume or a higher margin?
Your showroom:
- Does it have simple branded displays, or have you spent a lot of time on your overall experience?
- Are the vendors you offer for everyone or more of an exclusive nature?
The market that you are in:
- Is what you want to be even something that can be supported in the market that you are in?
Marketing:
- Do you announce sales or talk about the latest trends?
- Do you focus on affordable functions or the luxury experience?
Whoever you want to be, own it. There are always going to be struggles in whatever lane you choose as the economy goes up and down. People who love and know who you are will support you because you are a trusted advisor. The greatest advertisement is word of mouth. So, whether it is always getting a great deal or loving the experience, it is what will carry you through the good times and bad.
Tara Hotson is manager of The Ensuite Bath & Kitchen Showroom in Kitchener, Ontario. She has over 15 years of plumbing wholesale showroom sales experience. Over three years of that time she spent design/building multiple showrooms throughout Ontario. She has also done regional training courses focused on luxury sales and the customer experience.