Kitchen Secret #8

Why do Kitchen Designers want a sale ‘on the night’?

Kitchen Designers are often ‘self-employed’. This means that although they generally only work on behalf of the one organisation, with the money they earn, they have to pay their own expenses and organise their own taxes. The ‘highs’ of the job are therefore very high – a designer can visit a house for three hours and in that period earn himself £1000 in commission. In that scenario just imagine the designer walking slowly out of your door, turning around the corner… and just out of your sight running down the next street in glee with the signed contract in his hands!

Apart from having the increased pressure of working on a commission only basis, being self-employed gives the designer an additional incentive to have to get the sale.

Quite often a designer has travelled over 100 miles just to see you.

Around 20% of the time a kitchen remodeling designer will have travelled all the way to visit a customer and knocked on the door only to be greeted with no answer. Can you imagine having to cope with such lows! However what this does mean is when the designer does find himself with a reasonable chance of ‘converting a sale’, he’ll give it his best shot. That’s why when presented with a reasonable selling opportunity many designers ‘pushy’.

The simple fact is that it just doesn’t pay for designers to go back and visit customers more than once.

Many people say that they’ll ‘consider’ what a designer has proposed – but they simply don’t want to say ‘no’ to his face.

When it comes down to making a decision, they’d rather do it by telephone. This isn’t any good to the self-employed designer. He’d have to come back to the customer and get the contract signed. Even then, until the contract is signed it’s by no means guaranteed.

Put simply, it isn’t worth a kitchen remodeling designer visiting a customer again when the other option is to ‘go for broke’ the first time and still have plenty more appointments in reserve.

There is one final reason why a designer is ‘pushy’. In a lot of kitchen companies, designers won’t earn a penny from a sale unless the kitchen is sold on the first visit. Harsh? Possibly. But it gives the designer that ‘go for broke’ mentality. At least the designer isn’t stuck in limbo, wondering if he might just get a sale from a customer ringing back. The reality for the kitchen companies is that most customers don’t. Most customers are too polite to say to a designer directly, “I’m not too happy with your design or your price – so I’m not going to buy your kitchen.” This is why kitchen have been much more successful by introducing the ‘vulture squad’.

Vultures are of course birds of prey, which are reputed to gather with others in anticipation of a death. Nobody likes vultures. Kitchen designers don’t like the vulture squad.

The vulture squad was designed by kitchen remodeling companies to take advantage of the scraps left by designers.

Naturally, as it is much more cost effective to utilise self-employed designers, not all designers are going to offer the same quality of service to both the kitchen company and the customer.

Therefore, a decision was made by many companies to ‘back up’ the effort made by its designers with an extra sales team. This team have the responsibility of gaining a ‘second bite of the cherry’. If the designer has been poor in creating a ‘saleable design’ or ineffective in ‘closing the sale’, then somebody else will give the prospective customer another phone call to try and gain his or her business. A typical call to such a potential customer could begin, “I’ve been chatting to our trade department and as we’re delivering kitchens in your style within your area, we’d be able to save you an additional 10%.”
Now you know why kitchen designers can be pushy!

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