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Contractor and Reliable
Remodeler
services to get the best quote for your home improvement project. Both services
are FREE.
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Kitchen
Secret #4
What is a 'Kitchen
Market Demonstration'?
The
‘market demonstration’ has one main aim behind it – to eliminate the
competition from other kitchen companies.
Imagine that you haven’t
had any other kitchen companies around to visit you. Most people in
that situation wouldn’t dream of making a binding decision as soon as
the first company came to visit them – but plenty people do.
One of the reasons that
people make such a decision is an effective ‘market demonstration’ by
the visiting designer.
The kitchen market
demonstration begins by the designer establishing what you know about
the kitchen marketplace.
This is accomplished by
the designer explaining that there are 3 types of sellers that you can
choose to purchase a kitchen from. He asks you for your input into what
other kitchen companies that you know of.
The reason he does
this is so you can prove to yourself how knowledgeable you are about
kitchens – the more you prove to yourself that you’re aware
of what else is out there, the greater the chance is that you’ll be
willing to make a decision on the purchase of the kitchen immediately.
The
designer then goes on to talk about the quality of manufacture, and
how that can mpact upon the length of time that a kitchen
will last for. He refers to respected industry reports that will back
up his information.
He also probably
carries with him copies of ‘scare stories’. These stories are of bad
experiences that people have had of other kitchen companies. This is
another reason of why the negative publicity within a national popular
newspaper in relation to a bad customer experience can almost kill off
a kitchen company.
‘Guarantees’
are then next on the agenda. The designer will then mention that you
might as well rip up the guarantee given by a DIY firm the moment that
you sign for delivery. He will also assure you that his particular firm
has been around for years, and even if it did go ‘bump’ – the guarantee
is backed up by the payment plan… a nice link into trying to sell you
finance.
The designer will then
‘close’ the kitchen market demonstration by saying that his particular
company offers EVERYTHING that ‘specialists’ offer, however at a price
level between DIY and ‘High Street’. The most
common reason given for being able to do this is ‘dealing directly with
the manufacturer’. Is this fiction? You decide.
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