erchan doors

By Jim Brandt stu;;"-;;;;1"

1[-ll\fE of the door indusrry's-and other building prod- \-tucts industries, for that matter-most time-tested sales principles is that showing products to customers frsthand will result in far higher sales than a catalog or piece of literature. Nothing communicates the functionality, beauty and construction like the door itself. While this fact is in no way breaking news, it is astonishing how often this theory is not practiced.

The number of choices available to merchandise doors are nearly as numerous and the products themselves. Displays have long made up the lion's share of available merchandising tools. Multiple configurations produced by manufacturers were all variations on one main theme: provide a functional and attractive housing to display a door or doors and include a place to include product literature. Here at Simpson, we have long offered stationary displays ald rotating displays for single- and three-door configurations. The three-door 360o rotating display has proven to be a great solution for making the most of display space.

For dealers and wholesalers that have the space, it is almost always worthwhile to invest in a showroom. Showrooms help take a customer a step closer to imagining what the door will look like in his or her home. Often they are constructed to mimic a real-life setting, complete with hardware, moulding, or perhaps sidelights and a transom. Any touches that can be added to imitate the home are beneficial. And these set-ups provide the perfect opportunity to sell complementary products like hinges, hardware, sills, weatherstrip systems and other accessories.

Another option to consider is constructing displays with operational doors. The opening and closing of the door will allow the customer to appreciate the feel of a genuine wood door and further associate the doors you are sellins with "home.'

While full-size displays and showrooms do an effective job of communicating the overall appearance and drama of a door, there are other tools available for the detail-oriented customer. We know that many consumers need to see how the door is constructed before making a purchase. So we provide smaller samples-examples that a customer can hold in their hands-of glass, panel and wood species choices.

We provide two different glass sample cases, one for tempered glass options and the other for decorative glass options. The samples are labeled and fit in a CD-like case. And they give customers a chance to see the difference between options, including its pattern, texture and clarity.

Door corner samples are also an effective sales tool for your detail-oriented customer. These corner sections show how the stiles, rails and panels of a door fit together. In this one simple visual example, a customer can be assured of quality, and the durability of the product. These are especially effective if the door you are trying to sell has a unique or advanced consffuction method. We provide corner samples for all our primed doors in an all-inclusive sample kit. The kit is organized with room for four corner samples, as well as product literature.

Do your customers ever ask you how wood species vary? For example, you may have noticed that not everyone is familiar with the difference between oak and hemlock. To make it easier for customers to select a particular species, consider displaying hand samples of wood types so they can see the difference in grain pattems and color.

If you are looking for a way to incorporate some of these merchandising ideas into your sales program, talk with your manufacturer's sales rep. They are sure to offer a variety of solutions considering your display space and sales goals. The two of you may even uncover.a new idea uniquely your own.

In the end, remember that customers are interested in buying doors because of their appearance and quality. So make sure your merchandising tools show doors in their best possible light.