peer to peer Stopping Showroomers
Problem: We’re being used as a demonstration showroom for people looking to purchase product on the Internet. What can we do to prevent this from happening?
Possible solutions:
Embrace and Explain “Nothing, we embrace show rooming! If we can’t close them with our world- class experience or our team’s experience with the products, technology, and services we offer them, we clearly don’t deserve their business. There is a reason they walked in our doors and it’s our job to make sure they walk out with something in hand.” Justin Ferroni
Less Equals More “Give them just enough information and kill them with kindness.” Andrew Nicholoff
Sell the Service “Last month’s Ray Windsor blog on the ME website (http://me-mag. com/blogs) said it best: create the customer demand instead of just meeting the existing demand. Fill the show- room with electric energy about how excited you and your installation team are about the latest and greatest technology that no Internet site offers. And of course, build up your fabrication skills to the client and make them realize the importance of the accessories and the installation. Offer the com- plete packaged solution.” Final Touch Crew
Close to the Chest “Don’t give out part numbers or individual prices of product. Admit
12 Mobile Electronics January 2014
being more expensive but then show why with install displays and equip- ment bought to ensure it’s installed correctly.” Jess Hogan
Deals Don’t Equal Quality “Let the customers know that, yes, they will get a “better deal” online but if they’re not buying factory direct or from
Crutchfield.com, then they will have a field day trying to get their equipment swapped if and when it becomes defective.” Willis F. Baybay
Education Builds Trust “The bottom line is that building rapport and mak- ing sure that whomever is dealing with the customer can truly educate them on the importance of having a quality shop to buy from and deal with. The big difference is when an issue arises and how it’s han- dled. Educate them and let them truly believe that the “service” that we provide and pride ourselves on as professionals is the win- ning difference.” Jay-Are Smith
Show Off “Show them the
equipment in a live demo. No part numbers given. Emphasize the importance of the fabrication and the install (not the parts) and give a shop tour.” Carlos Ramirez
Supporting the Product “We demo and educate
them on quality products that they can’t find on the Internet, such as German MAESTRO, Phoenix Gold and Arc Audio. We sell our service and knowledge and the value that provides if they ever have any issues. My suggestion is to get on board and support the brands that are not racing to zero on the Internet. Maybe that will inspire other manufactures to get on board.”
Sound Advice Everett
Trained to Sell “We are trained profes- sionals. We should be able to sell them when they come to our stores. The In- ternet is not going away so we might as well get used to it! Sell yourself and your experience; they can- not buy that online. And explain that if they buy online they do not have a warranty unless it’s from an authorized site/dealer and if that’s the case tell them you will match the price. If they are using you as a showroom that’s a perfect time to win them as a customer.” Jayson Cook
No Face, No Help “At our shop we get that all the time. We tell them that’s great, but will the Internet seller be there when you have a problem? We also charge more to install products purchased outside of our store don’t warranty if products are purchased elsewhere.” Kathy Shelly Chambers
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