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| Ain't it funny how time slips away... | |
| 23 February 2010 Ever since our new retail columnist Lisa Mather wrote this great little piece, we've had various opinions flying around about 'timewasters' - consumers who are seemingly flitting from showroom to showroom with no intention to buy but are happy to let the retailer spend a lot of time coming up with designs. The majority of opinions are understandably pretty damning and the frustration obvious. Time is precious and valuable to the independent retailer. My own opinion - and no, I'm not a retailer but (a) I know quite a few and (b) we all have our versions of timewasters, believe me - is that it's not quite so clear cut. Firstly, think of your own behaviour as a consumer. Would you, as random examples, get your loft converted or double glazing installed without getting three or four quotes? Every one of those unsuccessful loft or glazing companies would brand you 'timewasters'. The one that got the job (even, incidentally, if it was a year later) would happily cash your cheque and think it was time well spent. Secondly, the money you spend on advertising or marketing (if indeed you spend any) or the time you take building up a reputation to a point where you get plenty of recommendations is all with the single purpose of getting people through the door of the showroom. After that it’s your skills as a designer and salesman that will decide whether or not they commit to a purchase. Perhaps the real problem with ‘timewasters’ is that the perceived number of them has increased in the couple of years since the market took a turn for the worse. Consumers with money want to shop around and make sure they’re getting the best deals – and the best realisations of their dream kitchen, bedroom or bathroom. They’re in the driving seat and they know it. Three years ago, the retailer was in the driving seat and could afford to turn people away or not put in as much work on customers they weren’t sure about. I don’t doubt for second how infuriating it must be to put a lot of time and effort into coming up with a detailed quote for someone when in the back of your mind your experience tells you that they’re never going to go ahead with it.However, it’s a sales job and the real measure is not the time you’ve spent, but the conversion rate of punters through the door to actual sales. If that percentage has dropped significantly then, yes, question the motivation of customers, but also question your own sales and design techniques and ask yourself if you’ve adapted them to the new demands of the consumer. Of course, the only practical solution to your time being wasted is to charge for that time specifically but that’s a whole different debate… | |






