How to sell millwork as high fashion

(Continued from previous page) continuous audio/visual presentation of elegant roonts can help a custonrer to visualize applications in his own home.

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

||l0utllltlG and millwork displays in home centers can be grand and luxurious or simple and practical, but they must allow the buyer t0 visualize how the 0roducts will look installed in his home and oive him an opportunity to test the efficiency ol their operation. Hardviare must be in place for function as well as appearance. Knobs, handles, levers and cranks must turn, doors and windows must ooen and close. The hands-on experience is as important to a buyer as the visual appearance. The people component cannot be lelt out of 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 to 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 high percentage of do-it-yourself customers have found it hel pful t0 turn the showroom into a classr00m periodically t0 teach customers how easy it can be to install replacement doors and windows. One st0re conducts replacement window seminars on Saturdays, teaching customers how to measure for and order new windows as well as how to remove old windows and install the new ones. The 1-112 hour sessions, for 20-30 people, have been highly successful, resulting in increased sales.