Some great things are happening in showrooms right now. While influencers and HGTV-like television shows try to move the market, our showrooms are still the trusted advisor in what works and what doesn’t in the bath or kitchen. Business is still brisk across the country, and orders are moving a bit smoother. 

One thing I notice that falls off in a busy showroom is following up on bids — it seems to be an epidemic. While technology makes the follow-up process easy, it takes the human touch and good habits to get the sale to close.

We live in a world that embraces the newest high-tech products. Look at what happens when a new smartphone or smartwatch is released; consumers scramble to get in line first. However, what about our showroom world? Should we be promoting and selling tech in our showrooms? As much as I love the idea of touch-free and connected products, we should look at both sides.

I travel extensively, and whenever I am in a major airport and use the restrooms, the sensor faucets and urinals/toilets don’t function properly. I watch frustrated travelers moving from sink to sink to see which one works in the line. You know what you are in for the second you turn the corner in the restroom. 

What residential manufacturers must be aware of is the collateral damage this does to possible sales of sensor products in the home. I would never install a sensor-type faucet simply because I have no faith in the technology. So Brand X sensor faucets for commercial use directly impact Brands Y and Z in the residential space.

I am not sure how to sell past this as a showroom consultant. I coach showrooms on making sure they believe in what they sell — and show passion for the product. If you believe the product will continue to function, fine. If you don’t have passion for the sale, I don’t suggest you push the item. 

I struggle on this one. I am certain manufacturers will blame the facility, the abusive guests, etc.; however, the fact remains that the stuff isn’t working and the consumer sees it.

Most of us get excited about technology improving our lives. Seeing the press over new items at the Consumer Electronics Show (CES) is exciting, but I wonder how these products would fit in our world. Sure, a toilet seat measuring biometrics would be great, but what happens when you use cleaning agents in the toilet’s tank? How long will it last? What if the water is from an untreated well? Does this product really fit a demand in the marketplace? 

I would be more excited to have a cell phone that worked better as a phone and had them feature it at CES than a biometric toilet. How about Bluetooth that actually connects when you get in the car? Maybe focus on making what we have in place work better instead of asking Alexa to flush the toilet for you.

If manufacturers must promote that they have remote diagnostic capabilities for their products, as a consumer, I am not sure I want to spend time with a tech person figuring out why my shower isn’t running at the right temperature. Call me crazy or old-fashioned, but I prefer the old days when you turned the valve to where it worked.

Just because I sound anti-technology doesn’t mean I am anti-design. I love good design, and many industry manufacturers are cranking out attractive, well-designed products that are wonderfully low-tech and work. If anything, I would love to see companies collaborating to ensure their products are complementary and work together in the space: finishes that match, hardware styles that complement, etc.

Reduce Friction for Consumers

Now, technology to help a showroom run better? Count me in. Let’s start with the website. Does your website include a 3D showroom tour so customers know what to expect and where to go when they arrive? It makes life better, so I am game.

Does your website offer online appointment capability? You already likely use an app or website to reserve a restaurant because you don’t want to wait on hold (or in line), so why don’t you have a reservation system for your showroom? 

When the customer does come in, do you use a tablet while walking with them in the sales process? Does your enterprise resource planning (ERP) software support this? Are there kiosks in your showroom that allow customers to poke around on their own? While most will opt for their phones, it’s always better to keep them using your systems while in the store.

Good technology reduces friction, makes life easy and works. When considering any technology in a showroom, you should ask the following questions:

Is this technology overcoming an inconvenience or reducing friction for the consumer?

Does it make the sales process faster and easier?

Do we employ people who are willing to implement this change?

How much time exactly is it saving? Is it measurable?

How much does it cost? Is it within budget?

Does it play well with my other technology?

Keep in mind your entire team must be on board. I have seen countless customer resource management (CRM) systems left behind because a few employees have their own “system” and submarine an expensive tool.

The culture of your operation generally dictates whether technology initiatives are a success. I am a firm believer in listening to your team and embracing some pushback and creative criticism. However, even when they don’t vote for it, they must accept the new technology, whatever it is, be a promoter of your idea and move on. Not an easy job for some of us.

Great people and hospitality can overcome some lack of technology, though. Even if you only have the website good enough to get consumers in the door, having a highly trained team of professionals will make your lack of innovation easy to overcome. 

Consumers don’t care what ERP system you are on or what CRM you use to track them. They want to have a seamless experience with a product when they want it at the price they agreed to. Is it harder work?  Certainly, but possible.

So, I guess my point is that technology needs to work, be practical and improve your life. Whether it is in consumer products or the systems you run, be sure to believe in what you are using and have your team on the same page to make it successful.