domestic appliances dishwashers
The eco allies
The super efficient dishwasher is an integral part of the modern household. Yet there are still many customers who need to be convinced about its benefits.
A dishwasher is the ultimate ‘everyday’ appliance that can make a difference to water and energy use in the home, contributing to the reduction of the household’s carbon footprint, reducing water and energy bills, whispering away quietly in the open-plan living space, keeping the work tops clear of clutter and doing a better and more hygienic job than a pair of rubber gloves. It also saves as much as 400 hours per year. Yet, the role and benefits of dishwasher are still undervalued as only between 30 and 35% of British homes have a dishwasher, in contrast to other European countries such as Germany or France, where the penetration of dishwashers is over 65%.
Sales Tips ✔
Knowledge is power. Explain to the consumer the benefits of dishwasher technology in real terms; how much energy, water and time the appliance will save them; what different programmes are for.
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Enquire about the customer’s current and future needs; are they looking to buy the first or a replacement dishwasher; do they have a large family; is the design going to be important for them?
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Customer expectations Today’s consumer, above all, wants convenience, so appliances that are easy to load and easy to control with a good selection of programmes and clear indicators are popular. In today’s economic and ecological climate, savings in terms of energy and water are more important than ever before so consumers are looking towards energy efficiency ratings, water consumption and eco functions. Noise levels are also considered by consumers in their purchasing decisions. Remember, however, that the dishwasher market has two types of customers with different needs and expectations. First time buyers, who are less familiar with dishwashing, will be purchasing to save labour and time and exploit the huge benefits of a dishwasher. The main gripe will be the lack of space in the kitchen. If they have children, then often a tumble dryer will go in the place of a dishwasher. And, of course, if they do find the space then they will buy the smallest version and be driven by price.
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If lack of space is citied as the reason for not owning a dishwasher, explain size options available and the variations on freestanding and built-in.
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Encourage replacement earlier. An old dishwasher can use twice as much energy and water as a new one.
IndependentElectricalRetailer 72
Open the door and demonstrate the interior. Show the flexible racks, baskets, adjustments and how the dishwasher can be adjusted to pots and crockery at home.
SalesTrainingGuide12
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