NKBA’s Suzie Williford shares memories and advice from a career in showroom sales. By Nora DePalma
“The best thing about being a salesperson in the kitchen and bath industry is that special moment when your hard work pays off and you make the customer happy,” says Suzie Williford, executive vice president and chief strategy officer for the National Kitchen & Bath Association.
The second-best thing is that special moment when you see that hard work pay off with a nice commission check.
“The first time I helped someone find exactly what they wanted, I knew this was the career for me,” Williford recalls. “I just loved the feeling of making clients happy by filling a need or solving a problem to enhance their lifestyle.
“Then I learned this career was lucrative,” she adds. “In a commission-based sales environment, I was only limited by my ability to push myself.”
Williford started her sales career at a local Sears while she was in high school. At her father’s request, she “temporarily” filled in at her family’s decorative plumbing and appliance wholesale business. Williford initially contemplated a career as a designer, and therefore, anticipated that she would spend only a week working at the family business. However, the kitchen and bath showroom sales environment instantly delighted her.
As a result, Williford ended up staying in the kitchen and industry for more than 40 years, in positions of increasing responsibility.
“This career allowed me to pay my bills and also enabled me to have the wardrobe I wanted,” she muses. “Plus, I loved being around so many pretty things and had the ability to do things that were fun.
”Commission sales invigorated me and pushed me to be better. It also propelled me to be very in touch with productivity— every time I let up, it cost me money.”
As she advanced in her career, Williford set her sights on the luxury market, learning not only about the products but what made her customers tick. She worked in luxury showrooms in and around Houston, Texas, for many years and volunteered for NKBA in several capacities, including serving as national board president in 2009, before joining the Association’s staff full-time in 2012.
While she did not pursue a traditional four-year college degree, she never stopped learning.
“It doesn’t really matter what kind of education you have — whether you have no college or a Ph.D. in English — it’s about you and the person you’re helping,” says Williford. “It’s what you know and can share with them to help them make the right decision. You only need a ‘Master’s Degree’ in the product you’re selling. That’s what will set you apart.”
As Williford transitioned into management, she committed to learning a whole new set of skills. “I learned so much from the people I worked for, including how salespeople need to be treated, motivated and understood.”
Much of Williford’s ongoing learning came from NKBA — not just from formal classes, but from building and maintaining a professional network. Williford’s contributions to the industry earned her the honor of being recognized by her industry peers as a 2019 inductee in the Kitchen & Bath Hall of Fame.
Showroom selling is also one of the six careers featured in BridgeYear/NKBA Career Tour, which introduces high school seniors to lucrative and in-demand careers in the kitchen and bath industry that are outside the traditional four-year college degree path. The Showroom Sales station provides students with techniques and tips for driving sales to sustain a profitable kitchen and bath showroom business.
What advice would she give a high school student today about a career in kitchen and bath sales?
- Learn not to internalize rejection. You don’t always get the sale. Learn from it and move forward.
- Don’t be afraid. Doing sales is like public speaking. You have to get in front of someone and tell them what you know.
- Learn to speak with confidence. “I think” and “maybe” will not convey confidence. Be declarative when you present recommendations to your prospects.
Kitchen and bath sales is a great career choice for anyone who enjoys interacting with others and who has a genuine interest in improving the lives of others. Mastering these techniques will help you experience that special moment when your hard work pays off for your customer…and you.
