m i I I wo rk for big profits Showcase

fN THE last decade, the millwork Iindustry has expanded and created new products for homeowners interested in cusomizing their homes and making them as attractive as possible.

Fueled by the renovation and additions market, which Commerce Department economists expect to "continue to be a positive factor in building products demand," a specialty market niche of decorative millwork products has developed. We have defined this as decorative high profit/profile (DHP) millwork and estimate it to be an $8 billion markel ln order to capitalize on market potential, retailers must adopt new selling approaches. The technique used to sell a commodity product such as a lauan door will not work on a big tickeL decorative door.

Upscale selling requires a unique approach. The customer is buying not for function, but for gratification. A decorative selection is based on emotion, feefings and taste. The decision depends not on the pocketbook, but on what most pleases the buyer.

The building product industry's approach to selling must be revolutionized. Upscale selling is more than a short terrr solution to offset downturns in the economy. A strong and highly profitable technique already proven in exclusive shops, it can be applied in our industry and expand as upscale millwork products demand increases proportionately with the aging of existing homes.

Story at a Glance

Why retailers should showcase millwork products in luxurious settings ... $8 billion market potential ways to change commodity mlndset.

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The showcase, a systematic presentation of specialty, decorative millwork in a fashionable setting, has developed in the DHP market niche. A concept dramatizing specialized decorative millwork products and entry systems in a setting simulating a luxurious home environment, the showcase has evolved because of several influencing factors.

First, it has been influenced by the lucrative remodeling market created by more homeowners updating and improving the aesthetic aspects of their homes. Second, it has been found that architects and builders can better visualize and generate new ideas by actually seeing products presented in a showcase. Third, showrooms with showcase settings have been valuable in assisting homeowners to better visualize how the decorative mouldings, millwork and decorative doors and windows will actually look in their homes.

SHOWCASE ssttings dramatize millwork products, making them inesislible lo shoppes. In contrast, a commodity display approaci has no appeal to emotions, leelings or taste.

physically, the impact exceeds that of a brochure or a display surrounded by competing products.

The concept of showcase selling is foreign to the industry mindset. The nuts & bolts/function/technical approach to selling a commodity must yield to a sophisticated system of selling the intangible beauty and uniqueness of DHP millwork. Language as well as displays must be more upscale.

Showcase selling exemplifies the product. Using a pers,onalized setting, it gets the buyer involved and interested in the product. Attachment and desire are created. When the product can be experienced both visually and

According to Tom Peters, author and management observer, a "prescription for the times is to try something; don't stand still. Someone will try something new and it will work."

As the housing market continues to mature, industry sales will likely continue to increase, but at a slower rate and only for those who identify specific needs and "try something new." Company operations and strategies can not "stand still." Companies must adopt new methodology. Showcase selling of decorative millwork will work and be profitable.