What are we actually passing on?

In the kitchen industry, we often talk about perception. About design, lines, materials and appearance. Rightly so, because a kitchen is visible and should match the interior. But I sometimes wonder if we give enough thought to what lies behind it ... and what we pass on about it.

Equipment makes up 40 to 50 percent of the total budget in many kitchens. That's considerable. Yet I notice that conversations in the showroom often start with what you see: the fronts, the worktop, the position of the oven. Meanwhile, behind the kitchen doors are products that are used intensively every day. A refrigerator or freezer should run 24/7, without a hitch. A dishwasher is opened more often than an oven. These are not byproducts of a kitchen, they are essential parts of daily use.

Consumers want distinctiveness, but by no means always orient themselves in depth on this. He trusts the advice of the kitchen consultant. Especially in the higher segment, consumers are guided by the story told in the showroom: what makes it distinctive? A specific function, a certain technology, a solution that is just a little different from the competition. That is precisely where the difference is created.

But that story does not emerge by itself. It requires knowledge transfer. At the same time, I see that field sales teams are getting larger rayons more often and that investments in personal support are under pressure, often from cost considerations. While kitchen specialty stores in particular are open to specialist knowledge and distinctiveness. Something that you can easily create with specialist brands. But then the knowledge must be transferred properly and consciously. That requires investment. Not only in products, but also in people. In personal contact. In time to really transfer knowledge. 

Because product knowledge is more than knowing what a device costs or what it looks like. It's about understanding what it adds in everyday use. Why a particular feature is relevant. But also: what security do you offer in warranty and service? Because in addition to the expertise of the kitchen professional, this also contributes to consumer confidence. The relationship with the brand is important here. Sales and field service play a crucial role in this.

The whole journey must be right: from the initial advice to delivery, service and aftercare. A good story in the showroom loses its value as soon as the process falters afterwards. Conversely, a smooth process actually strengthens confidence in the advice given. This cohesion is essential. Without targeted knowledge transfer from the supplier to the kitchen specialist, the distinction remains superficial. 

And the question is whether sufficient attention is paid to the products behind the door - products that in practice are opened more often than the front door itself. If you ask me, the role of the account manager is a strategic investment in distinction and continuity. That's where we continue to invest. After all, perhaps the real distinction is not only in what is visible, but precisely in what we are willing to pass on.

Jeffrey Nicolaï, Sales manager at Liebherr Appliances Netherlands