Consultant John Morgan offers strategies to use technology to help improve the client relationship.
By Dianne M. Pogoda
Navigating the fast-changing world of technology can be a challenge for any business today.
At the KBIS Shark Breakfast, which is a networking session intended to introduce sales reps in search of lines and manufacturers in search of reps to one another, consultant John Morgan, owner of Morgan Pinnacle, offered five quick tips to raise dealers’ tech-savvy quotient and improve the customer experience. The strategies are primarily for reps and brands to deliver to dealers — part of B2B service. The idea, he said, is to share pointers to help retailers and dealers make their businesses better.
“Probably the most important thing I do at events like KBIS is to listen,” Morgan began. “I hear lots of things from other people that work for them, and I take these tips back to my own business. Too often, we’re focused on getting our own jobs done to take the time to try something new.
“Our value to our dealers is our knowledge,” he added, “just as the dealer’s value to their customers is their knowledge.”
The tips might seem simple on the surface, but they can yield big results.
Morgan, a 20-year kitchen and bath industry veteran who also served as NKBA President in 2013, started by discussing the “most important piece of technology in the showroom: the smart phone. But not the dealer’s smart phone — rather, he was referring to the customer’s smart phone or smart device.
“The client has already done a lot of research on products, and all that information is already on his or her phone. But it can be an overwhelming amount of information. The dealer can take the customer’s smart phone or tablet and load sites and products into their browser, so when the customer goes back home to review this consultation, everything is already in there,” he explained. “This way, the dealer can focus the customer’s attention and direct the client to where [the dealer] thinks he or she should go.”
Second, Morgan recommends using a web site or app to set up presentations in a template form. One example he noted was the site flowvella.com. These software apps can mine the Internet for images of products in styles the consumer likes, and assemble a full story to show the client. It streamlines and focuses the process.
Third, he observed that there has been a dramatic shift in the way showrooms look and feel. While this isn’t necessarily a “tech” tip, creating a comfortable environment in which to make decisions is key to improving the consumer experience.
“A relaxed, ‘coffee-shop’ showroom makes the client comfortable, so he wants to be there and ultimately, wants to buy,” Morgan pointed out.”
Fourth, he suggested that if any businesses aren’t using a CRM — a Customer Relationship Management system — they should immediately get on board. A CRM system allows businesses to track and follow up campaigns, marketing efforts, leads and more. It’s a way to stay organized and manage business relationships and the information and data connected to them.
Finally, he emphasized that social media, like Facebook, Pinterest, Instagram and LinkedIn, is so integrated with our daily lives, that it’s become an invaluable marketing tool. It’s the “word-of-mouth” of the modern era.
“Social media is usually based on dealers’ own accounts,” he said. “But we need to focus our dealers on their customers’ accounts. Take ‘before and after’ photos and encourage clients to share on their social media. Same with products being considered and chosen throughout the selection process. If you get them to share these images, and tag your business, it gets your name out there and creates a network for your dealers. Share everything!”
