Lightrays - September/October 2010

SHOWROOM MANAGEMENT

Hansen Lighting
Uses Mobile Reps
to Get Lighting
into New Homes
Sooner

Jason Petersen, owner of Hansen Lighting in Orem, Utah, is currently doing 65 to 70 percent of his business using mobile representatives equipped with laptops and air cards.

“We subscribe to XOLights, which
lets our reps go mobile, and we also
purchase a service that allows our reps
to pull all building permits in our area
weekly and meet with builders and
homeowners in their homes just after
the four-way inspection,” says Petersen.
“Our reps sit down with homeowners
and, on their laptops, help them select
lighting for their home. Doing it this
way helps couples to be better able to
visualize the lighting in their home.”
The mobile reps allow Hansen
Lighting to meet with homeowners and
close the sale on lighting before cabinets,
carpet and other home expenses take up
the bulk of the budget.

“What we’ve found is that lighting is often among the last items purchased in the building process,” says Petersen. “It often happens when budgets are lower and frustrations are higher. Being able to sell lighting early in the process, before customers have overspent on everything else, has raised Hansen’s average ticket by 43 percent. Plus, we have been able to expand the area we cover without the added overhead of opening additional showrooms. It has made a huge difference in our business.”

Lutron® dimmers change the mood of every room and save energy, too.

In the bathroom, a dimmer provides softer, more comfortable light for early mornings and bright light to get ready for the day.

Dimming lights just 15%:

; Saves 15% energy ; Light bulbs last 4 times longer

Shown: Diva® dimmer in Desert Stone.

Using Add-On
Sales to Increase
Your Business

Where to find Lutron products near you Lutron lighting controls are available from lighting showrooms nationwide. Visit www.lutron.com/wtb or call toll free at 877.258.8766.

By Barbara Crowhurst Retail Makeover Specialist

One of the most o;en asked questions during a retail business coaching session is, “How do we increase sales?” Here is one idea that will really works: Add-On Sales.

If your average sale is $30 and you want to increase sales by 15 percent, show each customer one more product at $4.50. Do this twice — once on the sales floor and again at the cash counter.

Your staff must take ownership of the add-on sale program. You want feedback from them. You want to know what is working and what is not.

Explain to your staff why you want them to show an additional product, and get input from them on what add-ons to suggest to customers.

To bridge the conversation with
customers from the item they are buying
to the item you want them to add on, try
saying, “Have you seen this?” or “This
goes perfectly with....”
Consider role-playing with your staff
so they are comfortable having these
conversations with customers.

Barbara Crowhurst is a retail specialist, business coach, speaker and trainer who has helped thousands of retailers. She can be contacted through her website: www.BarbaraCrowhurst.com.