RETAILOBSERVER.COM MAY 2014
52
Corey McMullan Appliance Trends
FIVE SIMPLE STEPS TO
MAXIM IZE EVERY MAJOR
APPLIANCE SALE
I T C O S T S A L O T T O G E T A N E W C U S T O M E R T H R O U G H Y O U R
D O O R S , S O I T ' S I M P O R T A N T T O M A X I M I Z E E V E R Y S A L E .
G O O D S A L E S P E O P L E C A N S E L L A L O T O F A P P L I A N C E S , G R E A T
S A L E S P E O P L E D O T H A T , A N D M O R E . F O L L O W T H E S E F I V E
S I M P L E S T E P S A N D W A T C H Y O U R P R O F I T M A R G I N S S O A R .
STEP 1. STEP-DOWN SELLING
By starting your appliance demonstration with higher price points and
working down until you reach your customer's comfort zone, you can
turn this invoice…
Profit increase : +20.6%!
STEP 2. ONE IS NOT ENOUGH
• Always ask about other appliances, then add items such as
range hoods, cleaners, hoses and other accessories to every
purchase.
• Now, let's build this order up. Always ask your customer about
the other appliances in their home. Perhaps they hadn't
considered how their new stainless steel fridge will look next to
their old almond-colored range? Maybe their dishwasher is so
noisy they can't watch TV in the next room?
• Don't forget to ask about the most overlooked appliance: the
range ventilation system. It's shocking how many customers
purchase a stainless induction range and place it under the
Refrigerator $999
Cost of Goods ...$800
Profit .....................$199
Margin ................19.9%
Refrigerator $1,199
Cost of Goods ...$959
Profit ......................$240
Margin ................ 20.0%
into this:
