Furnishing Dealer Tips – Client Acquisition and Marketing Strategies
The internet is often a wonderful source of high-value information; that is, when it is not being used as a tool to hurt others (as is all too frequently the case on social media). However, when that information is delivered condescendingly, it can be difficult to see the value or how it may benefit you.
That said, we believe a piece from early January that we found on FurnitureToday.com offers valuable furnishing dealer tips – despite the patronizing tone used by editor-in-chief, Bill McLoughlin.
For example:
“Consumers today have access to more information and exposure to more ideas, lifestyles, cultures, and belief systems than at any time in human history. And what attracts one group alienates another.”
Who knew, right?
Check Your Premises – And Your Demographics
And yet… And yet… We also have this gem as his lead-in:
“Ask most furniture retailers about their customers, and you will get a description of a female most often between the ages of 45 and 64 (sometimes older). Digging down a bit, you will soon find out what “she” likes and how “she” shops, often culminating with an explanation of why “she” likes to shop in-store to touch and feel her pending purchase.”
He continues with another valid point, “It is … not surprising, based on demographics alone, that many retailers today are struggling with declining traffic. It is hard to target 90% of your merchandise and messaging to [12% or 13%] of the population and expect to achieve growth.”
Obviously, Mr. McLoughlin believes most furnishing dealers are targeting a demographic that is far too narrow to spark and sustain growth. Had he chosen a more respectful and approachable way of expressing this concept, it would likely be easier for you to realize the truth of what he had to say.
Redefine Your Ideal Client
In other words (and as repeatedly and redundantly expressed by our author), “Words matter, and to say, ‘the customer’ is to embed the belief that there is one single demographic, one single lifestyle or one single anything that is going to attract an increasingly diverse and demanding customer base.” (emphasis added)
We all know that diversity is the favored political and social catchphrase of the day. However, for us, the meaning is quite different, requiring a revised concept of your potential shopper, along with a new marketing strategy that appeals to a broader customer base.
“It is equally important to think beyond those who you already reach to understand who is not being reached and why.”
Diversifying your pitch and broadening your audience must begin “with the recognition that there is not ‘a consumer’, there are many. Some like stores; others will furnish a lifetime of homes without ever setting foot in one. Some like to touch and feel. Others [those who prefer the virtual shopping experience may never] sit on a sofa or [lie] on a bed until it is in their home.”
Our Next Move
Now, while some of us either know this intuitively or have carried out the market research necessary to revise our ideal client profile, it remains true that – humans being humans – these ideas must be expressed explicitly. We can’t simply hope we know and understand “our customer” and neither can you.
And, if you continue to think of your ideal client as merely “the customer”, you’re likely to lock yourself into a silhouette that no longer fits your demographic.
The good news is that here at TD Fall & Company, we can help. Ted and our sales reps frequently reach out to a wide base of designers and dealers in an extensive mixture of markets. With our collective knowledge of various markets and our stunning variety of luxury furnishings, we can help you hit the target’s bullseye and reach a broader client base.
In addition to our group of sales reps, Ted remains available for design business coaching and furnishing dealer consulting. With more than 25 years of experience, from the East Coast to the Rocky Mountain Region, Ted offers invaluable consulting services to the trade. Simply… Contact TD Fall today.