| Have
you ever heard the saying, "That's too good to be true"? Many
people associate it with adverts that they see in newspapers.
You
can just picture it now...
Unfortunately
that can generally be translated as meaning "This offer might
finish at the weekend – but on the other hand, it probably
won’t!”
In the kitchen
industry limited offers come and limited offers come again. So
what purpose do these offers actually serve?
Firstly,
it encourages you to ring up and enquire about the offer. A company
would generally call this ‘lead generation’. This
process can take effect in various guises. You might have seen
a website with this ‘limited offer’. A ‘demonstrator’
may have approached you whilst standing with a display in a supermarket.
You might have seen the ‘special offer’ in a newspaper
advert. Either way, because you have either phoned up to enquire
or simply left your contact details on a form, you’re now
a very valuable commodity.
The second
part of this pre-determined process involves somebody giving you
a phone call back. The sole purpose of this conversation is to
persuade you to book an appointment with a designer in
your own home - offering you a free visit and a free
set of kitchen plans.
Whether
you only enquired to consider kitchen layout ideas for the future,
or you want one fitted over the next few weeks, you’re treated
the same way – getting you to book that meeting with the
‘designer’ for your kitchen planning is the only thing
that matters.
However, once
you agree to a designer visiting you for your 'free kitchen plan',
a whole new script ‘kicks into action’. This is likely
to happen as soon as you agree to the appointment. The company
generally refers to this script as ‘appointment confirmation’.
The
purpose of appointment confirmation is to ensure that the designer
has a chance to both plan and sell you the design at the same
time.
During
appointment conformation you will be asked the following scripted
questions:
1. Are you the owner of the property?
2. Do you have any future building work plans?
3. Is Mr XXXX going to be there as well?
4. Are you both available for 2 > 2½ hours?
So
why do companies concerned want to know this information?
Only
the property owner can make a decision ‘on the night’.
Building work can also be an issue as if a proposed room amendment
isn’t confirmed, then that also of course means that any
kitchen layout can’t be finalised. The one question that
tends to cause more fury than any other is number three.
Quite
often, Mrs would like to consider the kitchen renovation without
Mr being present. However, if the company insists upon only sending
a designer out when there is a reasonable opportunity of a sale,
then they won’t go there is only one decision maker.
Most
of the time, even if a they visit what is called a ‘single
leg’ in the business, they will make an excuse and leave,
probably going to another appointment with a better chance of
a sale on the same night. Finally, a designer will only visit
an appointment that is willing to spare a minimum of two hours
to let them to go through the whole ‘selling cycle’.
This enhances the sale opportunity. The selling cycle is explained
in Secret 3.
Apart from
encouraging you to ring up and enquire and to book the appointment,
the ‘limited offer’ has one more reason behind it
- it encourages you to make the decision to buy. Just imagine…
you’ve had a kitchen planned that you’re very happy
with - you want the cabinets and appliances - you like the designer,
but you’d like a few days just to think about it. What would
you do if the designer tells you that there are only five ovens
left in the ‘limited offer’ and he can’t guarantee
you one of the appliances if you want to wait? Is the offer fiction
in order for you to make a decision there and then? You
decide.
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