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Cool for the summer Kay Ainsworth, Head of Training at Beko Plc, gives her tips on the best ways to up-sell cooling appliances. 32
ERT: What are the key considerations when selling refrigeration products? Kay Ainsworth: We’re all hoping for hot weather again this summer to encourage customers in- store, but there is so much more we can do to increase sales throughout the year. To feel and touch refrigeration appliances always helps consumers in the decision-making process. For me, physically seeing and handling an appliance allows me to structure a sale. Here are a few pointers that our award-winning
Area Sales Managers and training team encourage: ■ Start by discussing the customer’s needs and bring them in to the conversation throughout the sale, which will help you to ultimately close the sale; ■ Talk about the quality of the Blomberg brand whilst highlighting the additional guarantee to show confidence in the product and the number of Which? Best Buys Blomberg has recently been awarded; ■ Demonstrate features, instead of just talking about the technology, which relate to the customer’s needs; ■ Always spend longer on the benefits and highlight what they will do for your customer in everyday life; ■Build a rapport with your customer to gain trust. Blomberg freestanding appliances are exclusive
to Euronics and its agents, and the built-in range comes with an exclusive five-year guarantee subject to consumer registration for years four and five. This gives all Euronics agents an exclusive offering and excellent commissions. Blomberg’s new range of cooling products
provide Euronics agents with a great story on why consumers should upgrade to a new cooling appliance.
For example, its non-plumbed water and ice American-style
fridge freezer (KWD253PX) is
a product that needs to be seen by customers. By simply opening the door, you immediately feel the quality. Its side LED lighting, Blue Light technology – which makes food last longer – and the water tank that takes away the need to plumb-in the product, automatically highlights the innovative quality.
Blomberg training team
Blomberg’s new range of cooling products provide Euronics agents with a great story on why consumers should upgrade to a new cooling appliance.
We must remember that appliances are
purchased infrequently, so never assume that customers are up to date on the latest technology. Even features that have been on the market for a few years like frost-free can be new news, so take the time to go through them as there may be one that strikes a chord with a potential customer.
ERT: What should a retailer try and find out about a customer to help close a cooling product sale? KA: Are they replacing or upgrading their appliance? Take the time to understand if your customer is making a distress purchase or is working on a longer-term project. Where will the product be placed? Did you know
selected Blomberg fridge freezers have Food Protector technology? This means that the freezer continues to function in ambient temperatures as low as -15 degrees Celsius, meaning you can even place your Blomberg refrigerator in an unheated room. Are they buying a new kitchen? The design, look and feel of the refrigerator will be key. What model did they have previously? What did they like about it or want to change? What were the dimensions, so that the new appliance can fit in the space? These types of questions will allow you to discuss all the new features and technology now available.
What kind of lifestyle do they lead? Find out what fridge freezer capacity would best suit them and if they need more fridge or freezer space.
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