I was talking to a new client the other day. He was boasting about this beautiful showroom he had in his office. Within the showroom, he had beautiful new HVAC systems displayed. He had an areas of the room where customers could look at indoor air quality products and their flex duct system. He had sample water heaters. He went on and on about his showroom.
I listened carefully. And then I asked him, how many customers actually visit his showroom? He said, they get a few customers a month… In my mind I said, that’s what I thought.
I appreciated this new client valued the equipment that he installed in people’s homes and wanted to display it so people could get an idea what’s for them. But let’s be honest folks: This type of selling has been dead… for decades. This contractor even admitted it so when he said only a few customers come by each month.
When I broke the news that it was probably not the best use of his office space, he was not surprisingly defensive. I asked how big his office and showroom were, and I asked what his rent was. He shared. I quickly broke down how much he was paying for that showroom each month. I asked him what his average replacement ticket was. He guessed a number (another problem, he should know). With some quick math, I clearly showed him that he was losing money every month with his showroom.
I went on to instruct this new client that he would be much better served completely revamping his website—which hadn’t been done in years—and then tearing out the showroom. In its place, he should convert it into a conference room, which they did not have. And that conference room should be where he trains with his technicians and salespeople.
Folks, I shared this story for one important reason: It’s time to change with the times. Maybe you don’t have a showroom, but do you have an area to train your people? Do you have a newly designed website constantly updated with fresh content? These are things that matter when selling in today’s world. Your showroom is your website. And your ability to train your staff dictates if you meet your sales goals—certainly not the type of equipment you’re installing.