Darlinton Extra: What To Look For
Here are some things to look at when shopping your competitors:
- Is their location "customer friendly?"
- Is it accessible?
- Is it easy to find?
- Are they located in a retail area - or a more industrial environment?
- Are they located close to where the building growth is?
- What is your first impression as you drive up?
- What is the customer parking situation? Close to the front door?
- Is the parking area well lit?
- Does the drive up and walk to the front door feel safe?
- What does the store front look like?
- Is the front entrance inviting?
- Do they list days and hours of being open on the front door or window? What are they?
- Step inside the front door and write down your very first impression. (Big, small, open, cluttered, etc.)
- If it's a plumbing wholesaler, is there a separate entrance to the
showroom or do you use the same entrance as the tradespeople?
- Low ceiling or high?
- Is the overall showroom well lit?
- Do they have a receptionist or a sign-in book?
- Where are the sales desks located? All together or spread out? Near the front or in the back?
- How long does it take for someone to meet and greet you?
- How do they meet and greet you?
- Do they try and qualify you right away? (Who you are, why you're there, etc.)
- What products do they sell? Who do they feature?
- How are the products displayed? (All faucets together, all water closets together, etc.)
- Do they use their own boxes and boards or a mix from the various
manufacturers?
- Are there vignettes? How many?
- Are there working displays? Featuring what? How many?
- Do they show model numbers and/or pricing on the displayed products? Real or fictitious numbers? What price?
- How is the flooring finished? (Carpet, tile, concrete, etc.)
- Does the showroom have an easy comfortable flow?
- Is it handicapped-accessible?
- Do they sell just plumbing fixtures and faucets or do they have a diversity of products? What are they?
- Does the showroom feel high-end, middle, low or a mix?
- Do the displayed products represent a full mix of colors and finishes?
- Is the showroom clean? (This includes floors, products, rest rooms, etc.)
- Are the salespeoples' desk areas clean and neat or are they messy?
- Are there "holes" (boxes and boards without product, sinks without faucets, tubs without waste and overflows, etc?)
- How are the individual display areas lit? Good or bad?
- Do they give out brochures?
- Will they give you model numbers?
- Will they quote you a discount off the manufacturer's list price?
- How are their salespeople dressed?
- Do they offer refreshments?
- Do they have a "kids" area? How big? What's in it?
- Are their public restrooms accessible? Are they clean?
- What does their quote form look like?
- Do they utilize a computer in their sales efforts?
- Do they inventory product? What? How much?
- Do they deliver to the job site?
- Do they charge a delivery fee?
- How are the showroom displays accessorized?
- Do they offer "tag and hold"?
- What deposit do they require - if any?
- Do they accept credit cards?
- Do they work by appointment?
- Do they offer financing?
- Do they offer referrals for install?
- Will they sell the consumer?
- If yes, at what price point?
- Do they do rebates to the plumber? What & how?
- Will they sell the builder or remodeler direct? What price point?
- Do they have builder or plumber salespeople?
- Will they do a "spec" package?
- Do they participate in trade or home shows?
- Are they active in trade associations?
- How do they train their salespeople?
- Well, I could go on and on. But you can add any and all other things that you should know about your competition.
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