March 5, 2019
SPONSORED: Recognising the importance of offering support to retailers every step of the way, InSinkErator has identified some of the most common barriers to sale and offers useful tips on how to hone your sales pitch to overcome those challenges.
When it comes to time saving and convenience, specialist hot water taps are second to none. As a result, the market is growing. In fact, they’ve made such an impact that some are predicting that they could spell the end of the kettle altogether. Whether that’s true, only time will tell and despite the growth, some consumers may take a little bit more persuading to invest.
So, if the displays, in-store product demos and your knowledge of the product haven’t done enough to convince your client why they need a hot water tap then you need to be able to persuade them.
To help you educate your clients and, ultimately, close the sale, InSinkErator has outlined the most common negative consumer perceptions of hot taps and the arguments you need to change their opinions.
‘Aren’t hot taps too expensive?’
Probably the most common obstacle to selling hot water taps is the price – which many consumers will find hard to justify when compared to the cost of a kettle or standard tap. To avoid this, you need to be able to focus the conversation on how a hot water tap, like the 4N1 Touch tap from InSinkErator, adds value to their lives. As with all major purchases, always advise consumers to look at more than just the initial cost when it comes to selecting their specialist kitchen tap. Explain the features and benefits they offer, which should help make them understand the price differential.
If your client still won’t budge on price then maybe it’s time to highlight brand-specific USPs such as reliability, reputation, and product warranty. For example, InSinkErator’s range of 4N1 Touch taps come with a five-year in-home limited warranty on the tap and two-year parts and labour limited warranty on the tank for complete peace of mind.
‘It will cost me too much to maintain a hot tap’
It stands to reason that, because of the added functionality and features, hot taps may require more maintenance and upkeep than standard taps. However it’s worth pointing out that, if the consumer follows some basic procedures, the upkeep doesn’t have to break the bank.
InSinkErator, for example, advises consumers to change the water filter every six or eight months, depending on usage and water quality in the area, to reduce the amount of impurities in the water. Replacement filters are easily accessible and can be changed quickly, for hassle-free maintenance.
It may be beneficial to go through a simple sum with the customer where you work out the daily cost of the replacement filter – this should help put the initial outlay into context.
InSinkErator also recommends that the nozzle of its 4N1 Touch taps is cleaned on a regular basis to remove any debris or particles that may gather and if the unit has been idle for an extended period of time, draining the unit is also suggested.
‘The tank takes up too much cupboard space’
All hot taps will require space under the sink in order to mount the tank and filtration unit. Obviously the amount of space required will vary from brand to brand and model to model but, if space is an issue for your client, be ready to suggest one that comes with a smaller tank. For example, the 2.5 litre NeoTank, that’s available with the 4N1 Touch collection, is compact and takes up little cupboard space.
‘They’re too complicated to retro fit’
Again, this argument will vary from brand to brand and model to model but, in the case of InSinkErator’s 4N1 Touch collection, the taps can be just as easily retrofitted into an existing sink, as incorporated into a brand new kitchen design. In most cases, retrofitting a 4N1 Touch can be as simple as a straightforward replacement for a traditional kitchen mixer tap.
‘There isn’t a big enough choice of styles and finishes available’
From an InSinkErator 4N1 Touch tap perspective, this should be an easy argument for you to challenge because the collection is actually available in three different shapes; the L Shape, the J Shape or the U Shape, to complement a variety of kitchen styles. And, all three shapes are available in a choice of Brushed Steel or Polished Chrome finishes.
InSinkErator has also responded to the popularity of monochrome tones in the kitchen with the introduction of the Velvet Black finish to the 4N1 Touch range.
‘Are they safe for the whole family?’
With scalding hot water available at the turn of a lever, it’s probably not a surprise if questions over their safety pop up. Howver, it’s probably fair to say that any hot water tap from a reputable brand will have some kind of built-in safety mechanism designed to prevent nasty accidents.
Using an InSinkErator 4N1 Touch tap as an example, explain to your client how it’s actually a safe and efficient way to heat hot water for use in the kitchen. Taps in the 4N1 Touch range benefit from a self-closing, easy to grip, hot water handle with push-lever safety locking mechanism that ensures the flow of water stops immediately, as soon as the lever is released. This feature ensures that they are inherently safe, eliminating the risk of leaving steaming hot water running.
Specifying a hot water tap, like InSinkErator’s 4N1 Touch, can even make the kitchen worry free as it eliminates the need for a kettle and its trailing cord, hot cooking zones, naked flames from a gas hob or boiling water being transferred from area to area in a saucepan.
‘They’re more expensive than the only alternative – a kettle’
Some hot water tank systems could be expensive to operate, but low-pressure versions such as the InSinkErator NeoTank use less energy than a 40-Watt light bulb.
Furthermore, according to the Energy Saving Trust, 40% of households boil the kettle at least four times a day, with 75% admitting to boiling more water than they need; accounting for a significant amount of water and energy wasted every year.
So, the fact that homeowners can actually save water, energy, time and, most importantly, money, with a specialist tap like the 4N1 Touch from InSinkErator is a huge plus point.
Tel: 01923 375349
- This content has been produced as part of a commercial partnership between kbbreview and InSinkErator
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