• Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
  • A&D
  • INSTALLATION
  • MARKETS
  • AWARDS
  • EDUCATION
  • BUYER'S GUIDE
  • MEDIA
  • EMAGAZINE
  • SIGN UP
cart
facebook twitter linkedin youtube
  • NEWS
  • Breaking Flooring News
  • eNewsletters
  • PRODUCTS
  • Carpet & Area Rugs
  • Hardwood
  • Installation Products
  • Installation Tools & Equipment
  • Laminate
  • Resilient
  • Specialty
  • Tile & Stone
  • MARKETS
  • Commercial
  • Residential
  • AWARDS
  • Installation Awards
  • Top Flooring Products
  • EDUCATION
  • Continuing Education
  • Webinars
  • MEDIA
  • FLOOR Podcast
  • Videos
  • TISE 2025 Videos
  • Product Spotlights
  • eBooks
  • EMAGAZINE
  • eMagazine
  • Archive Issues
  • Contact
  • Advertise
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
    • Breaking Flooring News
    • eNewsletters
  • PRODUCTS
    • Carpet & Area Rugs
    • Hardwood
    • Installation Products
    • Installation Tools & Equipment
    • Laminate
    • Resilient
    • Specialty
    • Tile & Stone
  • A&D
  • INSTALLATION
  • MARKETS
    • Commercial
    • Residential
  • AWARDS
    • Installation Awards
    • Top Flooring Products
  • EDUCATION
    • Continuing Education
    • Webinars
  • BUYER'S GUIDE
  • MEDIA
    • FLOOR Podcast
    • Videos
    • TISE 2025 Videos
    • Product Spotlights
    • eBooks
  • EMAGAZINE
    • eMagazine
    • Archive Issues
    • Contact
    • Advertise
  • SIGN UP

Showroom Management: The Dos and Don'ts of Showroom Selling (Rule One: Sell them what they need, not what you need to sell)

By Janet Carter
April 20, 2005
The difference between "sale" and "no sale" can often be a question of assumption versus reality.


Every once in awhile, we all seem to hit a brick wall. No matter how hard we try, we just can't seem to close the sale. Before panic sets in, think about -even list-the customer objections that prevented the sale.

As you compile the list, be sure to distinguish whether these are the objections you actually heard from the customer, or if they are simply your assumptions as to why she didn't buy. There is a difference. And it's usually the difference between "sale" and "no sale."

Rather than uncovering the real barrier to the sale making assumptions about the objection can become a detrimental process that spreads like a virus and ultimately infects every sales effort. Assumptions are not based on the customer's truth but rather on your theory of the truth. Sometimes these assumptions kick in when there is considerable pressure to sell what's marked down or in stock. Other times, we're just too busy to give the customer the time she deserves. In subtle ways we try to hurry her to make a decision and, unwittingly, hurry her right out the door.

Salespeople often fall into this trap when trying to create solutions for the customer by selling what they want to sell, instead of listening to-and determining- what the customer really wants. Sometimes, it's as subtle as assuming a problem from a previous customer applies and the same solution will work for the customer who now stands before you. This situation creeps up on us when we fail to invest the time to go beyond what may be obvious. Take the time to explore the customer's specific objectives or concerns.

Thinking that you know this customer, you logically provide her with service that you perceive to be important, without actually considering the customer's particular needs. The next time you catch yourself assuming the objection -how the customer makes a buying decision, what she knows or what she wants to hear -follow the three suggestions I outline below.

Identify the knowledge gap

The "knowledge gap" is the space between what people know and what they don't know. Instead of assuming that they know something, try determining what information they need to learn in order to fill in this gap and ensure clear communication. You work in this business everyday. What may seem obvious or common to you is news to them. Remember floor covering is something a customer usually doesn't buy that often.

Use probing questions up front to uncover what's needed to fill in the blanks. For example, try this line of questioning: "Just so I don't sound repetitive, how familiar are you with...?" Even when customers say, "I'll know it when I see it," they rarely do. Choose a general topic about a new product or service to break the ice and find out what they're really looking for.

Be curious

Ask lots of questions! Does she have children? How many? How old? Any pets? Does she plan to move? Is noise an issue? What's on her floor now? Why does she want to change it? Because you're in the business of providing solutions, invest the time necessary to uncover your prospect's specific needs or objections, as opposed to providing common solutions that you assume may fit.

For example, the words "frustrated," "satisfied," "affordable," reliable" and "quality" can be interpreted in a variety of ways and often carry different meanings for each individual. When you hear a customer make a comment like, "I want an affordable, quality job," use that as an opportunity to explore deeper into what she is really saying. Questions such as "What does affordable look like to you?" allow you to clarify what you've heard, or go more in depth into a topic so you can suggest a custom solution that's a perfect fit for the client.

Just the facts, please

Make each customer feel that he or she is truly being listened to and understood. Respond to what you heard during the conversation by using a clarifier. Rephrase, in your own words, what they said to ensure that you not only heard but also fully understood them. Then, confirm the next course of action.

By using this technique, you begin to eliminate the communication barriers and proceed to gaining the customer's trust. Only when you have achieved that trust, can you begin to open the door to the sale.

Eliminating the common-sense trap will prevent you from making faulty assumptions that cause breakdowns in communication and act as a barrier to more sales.

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Janet Carter ASID, author of Showroom Management, is a color, design and communications consultant based in Kohler, WI, and the author of the book, “The Showroom Management Manual.” She works with various manufacturers of interior building products and residential interior furnishings. Widely recognized for her product design expertise, Janet is a frequent speaker at national trade shows as well as local distributor and industry events.

Recommended Content

JOIN TODAY
To unlock your recommendations.

Already have an account? Sign In

  • resilient flooring

    The 7 Types of Resilient Flooring

    The resilient flooring category is comprised of many...
    Resilient Flooring
    By: Resilient Floorcovering Institute
  • QuickDrain USA’s ShowerLine linear drain

    Tips for Curbless Shower Installation Using a Linear Drain

    Consider these four tips when planning for a curbless...
    Flooring Installation Products
    By: Darryl Jones
  • 2024 New Flooring Product Guide

    2024 New Flooring Products Guide

    We explore this year's introductions in area rugs,...
    Flooring Installation
    By: FLOOR Trends & Installation Editors
You must login or register in order to post a comment.

Report Abusive Comment

Subscribe For Free!
  • eMagazine
  • eNewsletter
  • Online Registration
  • Manage My Preferences
  • Subscription Customer Service

What Shaw Flooring Network Dealers are Banking on for 2025

What Shaw Flooring Network Dealers are Banking on for 2025

Shaw Flooring Network Retailers Report Post-Election Sales Surge

Shaw Flooring Network Retailers Report Post-Election Sales Surge

Retailers Share Top Takeaways from Shaw Flooring Network Convention

Retailers Share Top Takeaways from Shaw Flooring Network Convention

Takeaways from the 2024 AHSG Convention & Member Outlook for 2025

Takeaways from the 2024 AHSG Convention & Member Outlook for 2025

More Videos

Popular Stories

Ken Ballin manning the Tools 4 Flooring booth in Tool Alley at TISE 2025

10 Tool Innovations Every Flooring Contractor Should Have on Their Wish List

RevWood American Originals.jpg

How Mohawk's Domestic Manufacturing Powers Growth in Challenging Times

Paul Hambidge

The Waterproof Laminate Myth: Why Consumer Expectations May Never Be Met

Installation Awards - Vote Now!

Events

June 9, 2025

NeoCon 2025

A trade show for the commercial interior design industry.

December 1, 2030

Webinar Sponsorship Information

For webinar sponsorship information, visit www.bnpevents.com/webinars or email webinars@bnpmedia.com.

View All Submit An Event

Poll

Flooring Groups

Flooring retailers, do you belong to a buying, marketing or franchise group?
View Results Poll Archive

Products

2025 BNI Interiors Square Foot Costbook

2025 BNI Interiors Square Foot Costbook

See More Products

FLOORtalk podcasts - Listen Now

Related Articles

  • The Well-Planned Showroom: What I Learned from You at Surfaces 2004

    See More
  • Showroom Management: How to Keep Your Store in the Forefront of Customers' Minds

    See More
  • Managing Traffic Flow in Your Showroom

    See More
×

We’re rolling out the red carpet of flooring knowledge!

Stay in the know on the latest flooring retail trends.

JOIN TODAY!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletters
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • Instagram
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing

search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
    • Breaking Flooring News
    • eNewsletters
  • PRODUCTS
    • Carpet & Area Rugs
    • Hardwood
    • Installation Products
    • Installation Tools & Equipment
    • Laminate
    • Resilient
    • Specialty
    • Tile & Stone
  • A&D
  • INSTALLATION
  • MARKETS
    • Commercial
    • Residential
  • AWARDS
    • Installation Awards
    • Top Flooring Products
  • EDUCATION
    • Continuing Education
    • Webinars
  • BUYER'S GUIDE
  • MEDIA
    • FLOOR Podcast
    • Videos
    • TISE 2025 Videos
    • Product Spotlights
    • eBooks
  • EMAGAZINE
    • eMagazine
    • Archive Issues
    • Contact
    • Advertise
  • SIGN UP