Proven Strategy for selling oor hardware

consumer the maximum value for his money, according to Brunelle. There are three ways to do this, he explains.

(l) Offer a broad selection at point of purchase.

(2) Use manufacturer's point of purchase displays, which usually provide a lot of information for the consumer as well as excellent displays of the product.

(3) Price according to perceived value.

Elaborating on displays, Brunelle pointed out that a good display should provide product information including technical details and howto-install instructions. This data should be reinforced by take-home literature as well as information on the packaging of the product.

The display, according to Brunelle, also should speak to the customers and motivate them. Over 6590 of the d-i-y customers are looking for a decorating project according to home center research, he points out. A display can address that urge by using before and after pictures to illustrate the dramatic difference door hardw:ue c:ln make. In-store banners can call attention to the display. The display should be an active purchasedecision area.

Story at a Glance

Keep broad, deep inventory. inlormative displays must sp€ak to customer needs. . locksmith services can encourage sales. .participa. tion in security programs.

The same theory applies to security with point of purchase displays emphasizing the peace of mind that comes with high quality door hardware and deadbolts. Banners also should call attention to displays which can incorporate local statistics for burglaries and break-ins.

ln addition to displays, a retailer can create an identity for himself as a specialist in door hardware, Brunelle says. He recommends adding locksmith services. Then the customer can buy locksets and door hardware, have locks rekeyed to one key code, have duplicate keys made and arrange for installation service desired all in one spot.

Another merchandising tml which he recommends is participating in local crime prevention programs. He suggests volunteering speakers on security hardware for meetings set up by the police or neighborhood security committees. Many dealers not only do this, but offer discount coupons to those attending the meetings.

He also recommends working out a cooperative program with local realtors for discount coupons to be given to buyers of re-sale homes for having locks rekeyed or replaced. Some realtors already offer this service as a bonus to those buying homes from them, Brunelle says, in which case a dealer can become the agent to do the work.

Quality products, dependable service and active merchandising, using the manufacturer's hdp as much as possible for point of purchase displays, merchandisers, dump displays, racks and card displays, sums up Brunelle's answer to "How can a retailer improve his sales of door hardware?"