I forced myself to do my least favourite household chore the other day, mopping the kitchen floor.
As I was prepping for this most unenviable task by sweeping the floor, I noticed a few faded patches. It struck me that in my haste to get this job done in the past, I’d probably been too harsh with the bleach I had been using to clean the wooden panels.
So, I quickly put ‘proper floor disinfectant’ on the shopping list.
Fast forward 48 hours, and I was in the supermarket, down the cleaning products aisle. I was about to pick up a regular own-brand floor cleaning product for £1 when a shiny bright label caught my attention:
Flash Wood Floor Cleaner
Well, wasn’t I in heaven? It was the exact product I needed - the answer to my faded-floor conundrum! So I put one straight in the trolley, and I didn’t even check the price.
I later looked at my receipt: £2
So, what’s the point? Well, this company spoke straight to me. They answered my needs perfectly. As a result, I was prepared to buy quickly and at double the price.
People expect stuff instantly these days.
We’ve got a question, we Google it.
We want a product urgently, we head to Amazon.
On top of that - in a digital world - we’re lazy, overloaded with a lot of information, and our attention span is ever-reducing.
It’s a double or bust scenario.
If you’re successful in getting in front of the right people, the prize is juicy! Your customers will buy your product sooner, and they will be prepared to pay more for it.
How can you get above the noise and speak directly to these potential customers? How can you market your kitchen business more appropriately to your prospects and reap the subsequent rewards? Here are four ideas:
1. Be targeted with your advertising
Start with knowing your ideal customer. Know their demographic, the average price of the kitchens you sell and be explicit with this in your ads.
If your kitchens realistically start at £25k, then state that.
2. Establish credentials and trust
Unlike disinfectant, a kitchen, bedroom, or bathroom is a high-value purchase. So, prospects need to know you’ll do a good job, and they need to trust you.
On your website, ensure you have a broad collection of ‘wow’ projects - this starts with someone professional taking photos and videos of them.
These case studies are also ideal for other communications, like social posts, emails and print advertising.
3. Build up your reviews
If the first place a prospect will go is to your website to check out your work, the second place they will go to is Google or social media for a review. With a potential £20k+ purchase, buyers will scour your reviews with a fine toothcomb.
Make it someone’s job to actively pursue more high-scoring reviews regularly.
4. Specialise
The commercial world is full of examples of businesses and products that specialise and command a higher share... indeed, a higher percentage of the market they really want.
Are you in the kitchens business? Or, are you more accurately in the luxury kitchens market?
Just like Flash Wood Floor Cleaner - commanding twice the price for the specialist product that I was explicitly after for the ultimate finish. 😊
Image credit: James - stock.adobe.com
