What is the best way to sell more rugs?
We asked Jim Hering, vice president and co-founder of Colorado-based retail operation HW Home, if he has a standard sales process for selling rugs. He replied: “It is more important for our salespeople to listen, discover our customers’ needs and then try to guide them in the right direction in terms of what they truly need to achieve their goals of living a luxurious lifestyle. very often. It is difficult for customers to articulate this information. Some people come to our shop just to buy a rug. Others come in because they are looking for a sofa and then, as we put the room together, they realize they really need a rug. So A carpet sale can take place anywhere in the course of the sale.
“We organize our rugs on the shelves by color, because our shop is about life with aspirations and is very visual. We want people to walk into our shop and say,” Wow, I want to live like this. “It makes sense to group particular styles together. of rugs because most don’t care if it’s 100% wool, wool-silk blend, nylon or all synthetic. Initially, what customers look at and what they seek is a style and a color. Then we group Rugs by color. they were sold with the idea of getting a carpet of a particular color or style, it’s not that difficult to lead them to a higher quality carpet.
“Sometimes they buy a $ 1,000 rug, but very often they see one that costs $ 4,000 or even $ 8,000, which is the perfect rug for their space. And it will fit in beautifully with everything else they have selected in the room.”
The rugs come in a wide variety of colors, styles, constructions and prices. So where do you start when choosing show rugs?
“Not all retailers have such a well thought-out display system for selling rugs,” notes Asha Chaudhary from Jaipur. “Because the rugs are so heavy, it is very difficult to manage how they are displayed on the shelves. Many shops mix them one after another. I think the way they should be displayed is more price oriented because it makes things easier for customers. Within that price, there is the possibility of organizing the selection.
“In the cartoons, many furniture stores combine a sofa with a rug that costs about a third of the cost of the sofa,” she continues. “They found that this is what many customers can spend comfortably. Top sellers ask a lot of questions, like,” What do you think in terms of rugs? Do you have a budget in mind? “And if you don’t know, the rule of third is a good place to start. Most retailers don’t combine a $ 1,000 sofa in a bullet with a $ 3,000 rug. Likewise, it’s probably not good. idea to start by showing a $ 200 rug with a $ 3,000 “sofa.
Allen Roberson, Capel’s vice president of sales, says there is an alternative strategy. “Some smart retailers,” he adds, “will start by showing a high-end rug so they can present the best look, color and more design elements. So if the buyer says he doesn’t want to pay that much, the seller can say, “Well, we have some nice machine-made rugs. They’re not” the same as these hand-knotted rugs, but they’re still very nice. ” lets you know in advance where you can get better products and informed advice. The buyer can still go and visit Home Depot to find a rug, but no one is interested in telling you about the rug. ”
What do sellers need to know?
Training is important, says Asha Chaudhary, president of Jaipur Rugs. “The best retailers encourage reps to hold sales meetings. They want all of the information available in as much detail as possible so that their salespeople, who need to know why a rug costs $ 3,000 and another $ 400, they can feel comfortable selling. carpets “.