How to sell millwork as high fashion

(Continued from previous pagc) continuous audio/visual presentation of clegant roonls can help a custonrer to visualize applications in his own honre.

Think in ternrs of what wonren want when they are shopping for clothes or furniture to understand how ntoulding and nrillwork should be displayed. Attractive surroundings, displays that suggest how the product will be used, accessories to create a nrood and a helpful salesperson are the hallnrarks of high fashion retailing.

lrl0Ul.llll{G and millwork displays in home centers can be grand and luxurious or simple and practical, but they must allow the buyer to visualize how the products will look installed in his home and give him an opportunity t0 test the efficiency of their operation. Hardware must be in place lor function as well as appearance. Knobs, handles, levers and cranks must turn, doors and windows musl open and close. The hands-on experience is as important lo a buyer as the visual appearance. The people component cannot be left out ol the selling process. A lovely showroom is no substitute or replacement for a sales person who knows the features and benefits of the oroducts on display. Signs can serve to inform initially, but it takes a person t0 complete the sale by offering personalized service such as explaining why one window is more energy efficient than another or how windows or doors and sidelights can be combined to create visual impact. Stores with a highpercentage ol do-it-yoursell customers have found it helpful to turn the showroom into a classroom periodically to teach cust0mers how easy it can be to install replacement doors and windows. One store conducts replacement window seminars on Saturdays, teaching customers how lo measure lor and order new windows as well as how t0 remove old windows and install the new ones. The.l-l/2 hour sessions, for 20-30 people, have been highly successful, resulting in increased sales.