How the kitchen industry can professionalize - from product knowledge to customer contact

The kitchen industry is developing rapidly. Yet suppliers and retailers alike are identifying a notable bottleneck: the level of knowledge among salespeople is lagging behind. Customers orient themselves online, while salespeople are not always well informed about products, materials or installation requirements. How do we as a sector ensure a structural professionalization? Three industry experts give their views.

'Product knowledge is the foundation. But it starts with the customer.'

According to Bert-Jan van der Stelt, sector specialist Living at INretail, product knowledge is indispensable - but not sufficient. "What I think is important is that as a kitchen salesperson you understand that product knowledge is your foundation. But it's ultimately about connecting with the customer. Who are you as a salesperson? Do you want to score, or really advise?"

Consumers enter the showroom well prepared, he observes. "They already know a lot. About appliances, interior styles, colors.
So as a consultant, you need to know more than they do. And not only technically, but also in terms of trends. Think about living styles like Japandi: that also influences the kitchen if it's part of your living. That's where the profit lies."

Van der Stelt insists on the importance of trust. "Our industry is still struggling with a reputation problem. We have to turn that image around by being transparent, giving honest advice ánd employing well-trained staff. That basis must be in the DNA of both salespeople and entrepreneurs."

'On average just a passing grade. And that's really too little.'

Sander van 't Hoen, Channel Manager New Kitchen at ATAG, is adamant: the knowledge level of many kitchen salespeople is on average just adequate, but there is room for improvement. "There are definitely salespeople who are in-depth - they easily achieve an 8. But too many advisors choose convenience. They know a few type numbers of a limited number of brands and think that's enough."

Many manufacturers offer information through various channels: from brochures and training to experience centers and e-learning. "The knowledge is there and is already being shared, but how do you get salespeople to set aside time to immerse themselves in it? You also need the entrepreneur for that. They have to endorse the importance of learning and be willing to invest in acquiring knowledge in all areas. Because continuing to learn is the way to stand out."

Van 't Hoen sees a positive development in the cooperation between manufacturers and larger retailers. "DB Group is a good example: they have their own training program in which we actively participate. Also Keukenwiki - an online independent knowledge platform - is an initiative that really contributes to knowledge sharing."

'The information is there - but is it being picked up?' 

Ben van Elk, Product & Marketing Director at Dekker Zevenhuizen, sees a well-developed countertop industry in which most companies understand the importance of good education. "We use all possible channels: newsletters, social media, training sessions, demos at trade shows and instructional videos through our platforms. Think of ColourXperience.nl, with material properties and maintenance instructions in videos, and the MyDekker app." If the information is more interactive, it becomes more accessible, he believes.

According to Van Elk, the challenge is not in supply, but in inclusion. "There is SO much information. The question is: do salespeople take the time? Especially now that there are so many types of materials, each with their characteristics. You can't advise a customer properly if you don't know those differences. I think it is the responsibility of manufacturers and suppliers to properly inform stakeholders about all aspects of the product. Be it material properties, assembly instructions, maintenance or safety. For example, we make available a clear materials index."

Furthermore, sustainability is an important trend. "We see more demand for sustainable countertops. Then, as a salesperson, you have to be able to explain exactly what is sustainable about it. You have to be able to tell the story. Only then will you make a difference."

Knowledge, behavior and cooperation: three links 

All three interviewees emphasize that professionalization is more than just product knowledge. It is also about attitude, behavior and cooperation. Van der Stelt: "We have to get rid of the idea that the showroom is only about sales. It's about experience, advice and trust. And that requires a different type of salesperson. But they must be given the space to absorb that knowledge and keep it up to date. Keukenwiki is a powerful tool for this, as is the information shared from suppliers. It works both ways and we have to do it together."

Van Elk adds: "Good cooperation between suppliers, vendors and mechanics is essential. Everyone in the chain should be able to tell the same story - and use each other's experiences. We could get even more out of that."

The role of mechanics is also mentioned. "They know where things go wrong in practice. Companies with their own assembly crews can bring that knowledge back to the sales floor," says Van der Stelt. "That's valuable feedback that strengthens the sales process. But then you have to organize that. Just like training on the job."

Van 't Hoen concurs: "It would be great if, as a salesperson, you come back to a customer after a year. Seeing how a kitchen is really used. That's service and a learning opportunity. You build relationships as well as knowledge."

The key: keep learning 

What needs to happen to make the industry more structurally professional? "Invest in knowledge. You just have to want that," says Van 't Hoen. "Knowledge of products, of your customer and of sales techniques. You can't sit back as a salesperson. Customers expect more. If you excel in that, you can really stand out."

Van Elk believes the kitchen industry is doing well in many areas of knowledge sharing. "The challenge lies with those for whom the information is intended: do they take the time to keep up? It would be nice to have one platform where all relevant topics come together. Short videos, clear explanations. You can always go there as a salesperson. Because the willingness to learn is often there. With new methods like short videos, learning becomes easier and more fun."

Van der Stelt stresses the importance of a learning-oriented culture: "Retailers must structurally free up time for knowledge development. Have salespeople go along with mechanics, visit trade fairs, follow e-learning. Keep learning is the only way to move forward as an industry."