BUSINESS ADVICE | Paul Da Silva
SELLING IN 2023:
how will it be different?
With a volatile economy in prospect, the route the customer takes on their buying journey might look a little bit different in 2023, but the stops and the final destination remain the same. Business consultant Paul Da Silva gives some useful pointers
ver my nearly 30 years in KBB retail, I have been through a number of recessions, credit crunches, pan- demics, and even local economic issues such as the Rover factory shutting in Longbridge in Birmingham.
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Whenever I, or others, have tried to second-guess how a major event will affect the retail market, I don’t think we ever get it right.
The first thing to say though is, don’t panic. I see a lot of knee-jerk decisions being made in case something might potentially happen in six months’ time. And while things will be different this year, they will also be the same.
Whenever you are quoting for a project in the KBB
industry, you are first competing for the money, before you are competing for the sale. So traditionally, your first competitor is a holiday company or a car showroom. People usually have a list of things they want or need, and they need to decide in which order to get them.
And once you have won the money, you are then up against your competition in the industry. But how worried are people about the current financial situation in the UK?
Energy savings
Anecdotal evidence would suggest that footfall, enquiries and sales haven’t yet seen a big hit. When I speak to shed retail and trade outlets, they haven’t really seen a slowing of the pace, and are actually busier than ever.
Independents are feeding back a similar story, although there is more talk of the number of enquiries slowing. I’m not sure how that trajectory will continue
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this year, and there may be more of a fight required for every customer.
So how will selling in 2023 look different from selling in previous years? Firstly, I think consumers will be talking a lot more about energy savings, and we need to understand where and how we can save them money in their new kitchen or bathroom.
How much does running a hot water tap save in energy costs versus boiling the kettle or buying bottled water?
How does the cost of running a tumble-dryer compare against drying clothes on the radiator?
What do the energy ratings mean
and what difference do they make to the customer?
What are
manufacturers doing to reduce the amount of water being used? Previously, the customer would have wanted to know about the functions
of the oven, the place
settings of the dishwasher, or the soft closing of the toilet seat. Now, as people are more aware, the questions will change accordingly. And we need
The end user wants to know that they are being as ethically responsible as possible. And it is our job as KBB industry experts to make sure that this happens.
Finance
Financing will also be an important factor to the customer this year. Interest-free credit, Buy Now Pay Later, or straight interest-bearing finance will be a big consideration for consumers looking to pay for a new project. Cash will definitely be king in 2023, and if the customer can delay paying out for their new room until a later date, it will definitely be an attractive option.
Consumers will be talking a lot more about energy savings, and we need to understand where and how we can save them money
to be prepared. Know your
numbers and talk about them with confidence. These days, the customer can be more informed than us on topics that are important to them and they will have spent many hours researching before they even set foot in the showroom.
I speak with a lot of customers during my work, and I am hearing phrases such as ‘carbon footprint’, ‘sustainability’ and ‘green energy’ more and more.
While I’ve never been a fan of advertising different finance options, especially the ones that cost you money as a retailer, it’s important to have choices available in case the customer needs them. Sales and promotions might also have to play a part in the coming year. Whether you are a fan or not of having a special offer running, the customer will be looking for a deal and will want to
feel as though they have saved some money. It
doesn’t need to be a percentage off. It could be a free appliance, a deal on the installation, or a free gift. Fundamentally, the process hasn’t changed. We speak to the customer, we agree their wants, needs and budget. We design their dream project and we take the payment.
The customer journey might look a little bit different, but the stops along the way and the final destination remain the same.
· January 2023
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