Installed sales are more than eting gimmick

I NSTALLI:l) sales are ballyhooed I by ntarkcting gurus as the ultimate in nichc markcting. but the peoplc who answcr lhe phonc in homc ccntcrs seenl to bc ignorant ol' rhis.

Ninc entployccs answcring thc tclephonc at ninc dill'ercnt honrc ccnters couldn't givc thc callcr a ready answcr to the qucstions "l)o you do installed salcs?" and "('an your store install a skylight il'l buy it t here'1 "

One said, "l dunno." Another answcred, "llold on." "We might," said a third. "Lct me transl'er you to customer scrvice," rcplied thc lburth. "On what, nra'anr l" parricd the fifth. "Lct me ring that departmcnt, they'rc best qualil'ied to answer you," said the sixth. "Not sure. wait a minute." answered the seventh. "l'll ring the lumber departnlent" was the solution ollered by the eighth. "l'll transfer your call to the project center," replicd the ninth.

Those answering the transferred calls weren't any better infornred. In several cases it required a few minutes on hold before they could come up with a deflnite answer, inlormation and approximate costs. One person volunteered that there was a wait olabout a week or I 0 days for the service and that the contractor would be licensed. bonded and insured with the store guarantceing his work. Another exnlained that a skylight would have to be ordered because they didn't sell many of them.

Fast answers came from the stores without installation but willing to share business cards from contractors who were "good customers" or "reliable installers." However. these people were equally quick to explain that although these were "excellent installers," the store assumed no responsibility or liability for the quality of the work. One explained, "After we sell it. we're out of it." Another launchcd into a tiradc on how dillicult it is to plcasc s<lnrc pcople antl customcrs who givc stores a bad lrme. ljewer than 20%r of do-it-yourselfers are willing to tackle a major remodeling job. With remodeling/ repair overshadowing new home building at the $ 100 billion mark, the dealer has an opportunity to diversiiy. Ily selling both the materials and labor, he captures the prolrt lbr the entire ;lackage. llowever. there are negatives to providing installation serviccs or contracting remodeling and repair. lrirst, a dealer may be going head to

The lcsson hcrc is that no storc should attcnrpt installcd salcs without bricl'ing cach lnd cvcry cnrpl<lyec, nraking sure that thcy havc inrmcdialc, rcliablc, positivc inftrrnration about the progranr. Thc bcst installed salcs progranr in thc country won't survive il' cntpkryecs arc uninlbrmed or negative.

Markcting experts say (and our tclephone calls confirnred it) that therc is a need lor good installed sales programs in nrany arcas. A high percentage of honteowners arc uncomfortable doing the standard installations considered casy shots by the pros. Storm doors and wind<lws, hot water heaters, disposals. garage door opencrs and light fixtures are available at excellent prices in homc ccnters, but many shoppers pay nlore to spccialty shops, plumbing and electrical contractors for the benellts of installation with less hassle.