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SHOWROOM STRATEGIES: Florence Building Materials

Florence-Building-Materials-showroomQ: What are you most personally excited about regarding the new showroom?
A: I like the fact that the changes we made give our customers credibility with their clients when they bring them in to use the updated showroom.

Q: How do you encourage your builder and remodeler customers to use the new showroom?
A: We tell them that this is really “their showroom” and we encourage builders and remodelers to either bring or send in their customers so we can help educate them on product selection, colors, styles, etc. For their convenience, we offer a conference room where contractors can review plans and product samples with their customers.

Q: What tips do you have for other dealers who are thinking of redoing a showroom?
A: Life-sized displays with multiple color and style selection are truly optimal for customer interaction and increasing sales. Whether it’s windows, cabinetry or decking, having the real-life product options in front of customers makes a huge impression and helps close the sale.

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Q: Reaching out to customers and maintaining their long-term interest in a showroom can be challenging. How have you achieved this?
A: Some of our effective strategies for reaching our customer base have been to use e-mail blasts, print and radio advertising, along with word-of-mouth from our outside sales and architect representatives. To sustain long-term interest we rotate promotions each month and bring in different manufacturer reps to demonstrate their products on a very regular basis.

Q: Give us an example of an upgrade you’ve added to the showroom that has really paid off for you.
A: For entry door options, we have about 20 full-sized Therma-Tru doors on display. We tie their website into iPads in the showroom to promote the full product selection offered by the company. Then, we also use a television screen with continuous Therma-Tru designs and options that scrolls throughout the day. These advances have helped dramatically increase our sales of entry door products.

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