Article Number : 2178 |
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| Date | 8/1/2007 8:58:11 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=2178 |
| Abstract | I just had to respond to [Dr. Steve Spivak’s “CleanSweep” column, “How to wow your customers” (FCNews, May 21/28)], claiming dealers should follow the lead of the lighting store that offered its clients high-end coffees, drinks, champagne even... |
| Article | I just had to respond to [Dr. Steve Spivak’s “CleanSweep” column, “How to wow your customers” (FCNews, May 21/28)], claiming dealers should follow the lead of the lighting store that offered its clients high-end coffees, drinks, champagne even. If I made a high-end purchase and they pulled out the bubbly, I’d feel that they thought they had just got over on me. And what good did it do this shop to waste their time on Mr. Spivak? He didn’t buy anything but did drink their coffee and wasted their time. Not the kind of client I want. I want clients who value their time and respect mine; who understand that I am an expert in floor coverings and that I have their best interests in mind; that I will offer them value, in part, by streamlining the process. It’s worked for me for over 25 years. Not that there’s anything wrong with offering a little java, but champagne? Give me a break. Martin Cohen, Peacock Interiors San Francisco Dr. Spivak replies: I’m afraid that Martin Cohen got it wrong in his letter to my “Clean Sweep” article in the May 21/28 issue. His assumption begins: “He didn’t buy anything...” which is totally in err. Indeed I have purchased several thousand dollars of lighting, both exterior and interior, from this unique lighting shop, Lights and More of San Juan, Puerto Rico. My message, however, is one of uniqueness, differentiation, quality and individuality among competing retailers and especially against the big boxes—be that for light fixtures or floor coverings. We found this lighting and interiors retailer while shopping the high-end lighting stores, looking to completely furnish all the lighting fixtures for a contemporary new residence plus contiguous offices in Puerto Rico. We’ve shopped lighting stores and retailers both in San Juan and in the greater Washington, D.C. metro area. In addition, a recent renovation to our northern Virginia home involved several thousand dollars of flooring purchases in this past year. So, I can speak from recent experiences. The unique approach at Lights and More; the quality products and selection; specialized and individual service; on-site visit to our residence, and expert knowledgeable personnel are what convinced us to eventually buy there: an entire new residence worth of lighting fixtures. It might have been the free coffee bar, the first impression of professionalism, all of those differences (from the competition) that I described in my article, which stood out in our first visit. Those convinced us to return and to purchase, again and again. We still have several more light fixtures on order from the shop. No one has wasted anyone’s time. In previous articles I have lamented some flooring retailers with their forever “Half Price Sale” signs. But, in addition, I’ve yet to venture into a Washington D.C., Maryland or Virginia flooring retailer that compares with the milieu of Lights and More. An exception is the splendid Mussallem Oriental Rugs and Interiors Gallery of Jacksonville, Fla., which I recently visited during the Restoration Industry Association’s (RIA) 2007 annual convention. What, therefore, was my message? To think differently, think service and offer ideas on how to distinguish oneself from the hum drum competition. Maybe you need not go “bubbly,” but a good cup of java or “cafecito” helps. Martin, thanks for writing, and I do also appreciate your expertise. |