Shutters are an ideal finishing touch for most home exteriors. And with countless options across price points, styles, and colors, it’s easy for pros and consumers alike to find the perfect fit for each home. But that extensive selection also can become overwhelming, especially for homeowners. Dealers selling shutters can play a key role in helping customers narrow down their options and secure the best match.
Consider these sales strategies to support pros and DIYers:
• Don’t start with price: The best way to begin the selection conversation is determining the customer’s functional and aesthetic needs. What are the most important attributes they’re looking for? Low maintenance? Do they favor a wood look? What design style are they seeking? Do they want operable or fixed units? These initial discussions will help point you and the customer toward a category and profile first.
Not only will this help customers find a product they like, it also can help you avoid providing price quotes for each and every feature. Determine what they want, then discuss pricing options.
• Ramp up your knowledge: Between the number of options and the requirements for proper sizing, it’s critical that retailers selling shutters understand the nuances of materials, styles, and specifications. (See some of the mistakes your customers might make here.) Leverage your Westlake Royal Building Products’ sales reps—they’re your resource for training and questions. They also may be able to accompany you on the jobsite, present to the customer, and provide measuring and installation support.
• Create displays: For homeowners, seeing and touching product options can help them realize the impact of adding shutters as well as decide between materials. If space allows, create a working façade showing a few of the most popular profiles. Work with your manufacturer to get hand samples of the options you offer, not only of the shutters themselves, but also the hardware.
• Leverage color guides and design tools: Consult color guides available from Atlantic Premium Shutters and Mid-America components. In addition, dealers and their customers can use online design tools such as the Virtual Remodeler to see which shutter styles and colors will look best on their home and in combination with their siding, windows, roofing, and trim.
• Ask customers to bring photos and examples: Choosing the right shutter style for the home can be confusing to buyers. Encourage them to bring a photo of their home so you can help determine which profiles will be best suited to the façade. In addition, they can bring Pinterest examples and other inspiration to guide the aesthetic conversation.
• Relay the process: Homeowners may not understand the extended lead times required for custom colors and that shutters are often the last thing to be installed on the home’s exterior. Make sure to manage expectations by discussing the true delivery timeline.