Showroom Strategies: How the Leaders Build a “Buzz”

How do the leading “trade only” showrooms connect with design professionals?

I recently surveyed managers of some of the nation’s most financially successful showrooms , and they shared these strategies:

+ Conduct designer focus groups

+ Build strong road rep programs

+ Turn the showroom (SR) into an event center

+ Keep SR looking “fresh” (signage, lighting, etc.)

+ Smile and dial: call designers often

+ Handwritten thank you notes

+ Meet and eat: take lunch to top designers

+ Interactive websites

+ Website columns on how designers can increase sales

+ Manufacturers’ websites

+ Newsletters

+ Ezines
 
+ Blogs

+ Free publicity

+ Speaking engagements

+ Design review book (competition finalists get work published in coffee table book sold in SR)

+ Bring in business speakers

+ Make business coaching available

+ Offer business-building books and tapes

+ Ship out product samples

+ Quick response time

+ Flexibility of hours (weekends, etc.)

+ Simplified ordering

+ Customer niche / specialized products

+ Say “yes” when you should say “no” (cover for your customers)

+ Showroom tours

+ Voicemail

+ Think globally(One Dallas SR sells $10,000 sofas and $70,000 kitchen sets over its website.)

+ Frequent “buyer” awards

+ Align w/ vendors and suppliers

+ Cross market w/other SRs