Platform about design and technology in the kitchen, home, and bathroom industry
When does selling from the showroom become too intrusive?
Probably three years. Maybe four years. That's how long it will be before I get the key to my newly built apartment. However, the signature on the purchase deed hadn't yet dried up or the first phone calls and emails from the kitchen store poured in. Literally on Monday I was at the notary's office. On Tuesday, the acquisition bombardment began. Honestly? I thought it was too much. And: too early.
Of course, it is a smart move by developers to link a kitchen specialty store to a new construction project. And vice versa. After all, new residents all need kitchens. In addition, it offers advantages: the kitchen specialist can take the right measurements early on, and often even install the kitchen before completion. A win-win situation. But when does proactive service turn into pushiness?
The very day after I was at the notary, I received a call from the linked kitchen retailer. Not once, but several times. Moreover, within 24 hours I received two emails inviting me to make an appointment. The urgency dripped off. As if choosing a kitchen was a matter of life and death. This was not service, but pressure.
Of course I understand that the kitchen retailer wants to generate sales. And of course, piping, connections and other technical requirements must be clarified in time. But three years before completion? Even the builder does not yet know exactly when to communicate certain deadlines. So is it realistic to force a kitchen decision now? Not to mention changing trends. In three years, the world will certainly look different in the kitchen, too!
To consumers, this feels like a sales trick in disguise: make an appointment now, decide on your kitchen now, sign now. But does such an approach fit the kitchen buying process? A kitchen is not an impulse purchase. It's an investment, a place you'll use daily for years. A thoughtful choice is essential.
This raises an important question for kitchen retailers: how do you approach customers in a way that is perceived as pleasant and professional? Building trust is crucial. And trust is built by giving a customer space, rather than immediately bombarding them with phone calls and emails.
What if the initial approach was different? An informative email calmly explaining the benefits of a
timely kitchen selection, without immediate pressure? Or a personal introductory letter congratulating the customer on their new home and informing them of the possibilities but also the need with regard to drawing in the technical prerequisites? This would already make a world of difference.
The problem of overly pushy sales is not limited to kitchens. In many industries, from furniture to mortgages, we see consumers being inundated with offers and appointments immediately after their purchase. But how effective is this approach really? A customer who feels rushed is less likely to make an informed decision. Moreover, making a decision too quickly can result in regret or even cancellation of the purchase. This is not only detrimental to the consumer, but also to the kitchen retailer itself. A customer who feels heard is more likely to share a positive experience and establish a long-term relationship with the company.
The kitchen industry is one of expertise, customization and customer experience. An overly pushy approach can backfire and deter potential customers. By timing well and responding to the customer's actual decision moment, a kitchen specialist can make the difference between a satisfied buyer and a frustrated consumer. In short, and this is my tip for all kitchen specialty stores in the Netherlands: find a little more balance between sincere service and sensible sales.
