p06-p07 BKU-SEPT21 Industry Views x 6_bku 06/09/2021 09:20 Page 6
INDUSTRY VIEWS
INDUSTRY VIEWS The science behind persuasive selling
Persuading a customer to proceed with a new kitchen or bathroom and closing a sale is often the hardest part of the process. It’s only natural that they may want to take some time to think things over before committing to a design. It’s a big investment, after all. But how can you stop decision paralysis draining your sales ‘time’ and potentially killing the opportunity all together? I believe the answer lies in adopting the principles of neuroscience to increase the power
of persuasion. By tapping into and altering the customer’s emotional state our 4D technology provides spatial awareness, emotional awareness and well-placed subliminal nudging to lessen the cognitive work required by the consumer to make a favourable decision. By creating a wonderful experience of how their new kitchen or bathroom makes them feel, it is possible to plant a memory worm that becomes a reality. We are so confident of this, we guarantee it!
Comment by Nathan MacLean, Managing Director, Virtual Worlds
The smart route to sustainability
The bathroom industry must play a major role in helping consumers to lead a more environmentally-friendly lifestyle. In the UK, we each use approximately 150 litres of water a day, with showers consuming around 12-15 litres/minute. Manufacturers have started to address this issue, and one of the most powerful ways to help families cut their water wastage is through the installation of a smart digital shower. It’s a relatively new category, but we would encourage installers to consider the solutions available. It won’t be long before homeowners are specifying smart showers along with their heating and lighting controls as part of one seamless smart home experience. Sustainable features include an Eco setting to decrease water usage by up to 33%, and mobile apps that can control shower duration and track individual water consumption. With 2 billion litres ‘showered away’ every single day, it’s a smart option for us, and for the planet.
Comment by Mike Simpson, Product & Marketing Director, Aqualisa
Designer lines are more than just a name
Brand names are important to consumers. They are often used as a symbol of quality and even status, while for the retailer and designer opting for certain brands over others is often done because of the assurance of good customer care too. Many brands choose to work with designers and add their names to collections, with RAK Ceramics certainly being a case in point. This isn’t simply so that a higher price point on the resulting products can be justified or because name dropping helps to sell, but because the designers we work with bring so much to the thinking behind the products. They bring fresh ideas, often from other industries and help the bathroom industry to evolve. What this all tells me is that there is a lot to be said for naming names, for being proud of collaborations and for having pride in our brand.
Comment by Ben Bryden, Sales & Marketing Director, RAK Ceramics
6 BKU SEPTEMBER 2021
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