Since the dawn of the internet, products have been available for purchase online. For those of us in the decorative plumbing showroom business, we historically have had an “us vs. them” mentality about the web-based retailer. After recognizing their presence was not just a fad or passing phase, we have watched fears become reality as the “e-tailer” would steal sales from the showroom because they offer the same products we sell at cheaper-than-cheap pricing.
Like the proverbial mustached “bad guy” from a 1920’s movie, the internet retailer “waits” around the corner, ready to pounce on us. The “good guy” showroom is the victim – doing all the hard work with the customer – breaking the ice, building rapport, qualifying the customer, identifying their needs, presenting them with options, helping them with selections, refining and revisiting the quote multiple times, providing product images and specifications.