Selling Kitchen & Bath in a Pandemic

Sales can be challenging enough in a normal economy.

Post pandemic there are added hurdles. How about this one...

How do you sell wearing a mask?

When people can't see your face, (your whole face) it's hard to express yourself. But that may be the least of your problems. How do you Build Rapport, Develop Trust, and Create Credibility from behind the cloth curtain of a Covid mask?

Most Sales Experts agree that sales is all about trust. We buy from those we Like, Trust and Respect. Your smile is a big part of creating rapport, trust and relationships. All that is out the window today. Much of what you need to do to make a sale today has to happen from behind a veil.

Masks represent many things and trigger several automatic human responses. There will be a lot more going on inside your prospects head when presenting while wearing a mask.

In perhaps the most quoted movie of all time, The Princess Bride, Fezzik (played by Andre the Giant_ says to Inigo, "Be very careful. People in masks cannot be trusted."

It's a fact, masks make people feel many things. And feelings affect sales.

To most of us masks represent hospitals, disease, danger of robbers wanting to steal from us and they are a stark reminder we are living in a pandemic. So what do you need to know to sell during these challenging times?

First, people are already timid. It doesn’t take much to knock them off the “I think I’ll look into a new Kitchen (or Bath) and into, “I’ll just wait!”

You can’t use your smile the same way you did in the past. For many people their smile is a uniquely strong way to convey likability. When we smile using a genuine smile, we make people relax and feel safe. We also affect our own emotions.

Research shows that a smile affects both how YOU feel and how your prospect feels.

“Scientists have found that smiling affects the part of the brain that controls emotions. Smiling, even a fake smile, can release dopamine, endorphins and serotonin. It relieves stress and lowers your blood pressure. So you are more calm during your presentations.” It’s a fact we smile less when we are wearing a protective mask.

According to PsychologyToday.com smiling makes you look thinner, smarter and elevates your mood more than chocolate. And if that’s not enough reasons, it makes your potential clients relax. And that’s never a bad thing.

They went on to say “smiling makes you seem courteous, likable and confident.” That’s a good thing in sales.

How do you gain rapport with someone when they can’t see your face? How can they see someone they can TRUST?

If possible, socially distance yourself so you can remove your mask. and SMILE.

Sit 6 feet apart so you can use those pearly whites. Be genuine. Be sincere. Your competition is facing the exact same problem but possibly too has no idea what to do about it. So they will remain masked.

Convey your commitment to their health, safety and well being. Talk about how you sanitize, and wear masks with every client. If you are in a showroom tell them how often the showroom is cleaned and sanitized. Hopefully that's before and after every client visit.

Be aware that simply handing them surfaces to choose from can make them feel wary.

Here's the bottom line. It will be challenging to sell over the next several months, and perhaps longer. Take precautions. Keep everything clean, sanitized and safe. Tell your prospects how you will take care of them, their family and their needs. Talk about how you will stay safe during delivery and / or installation.

Be the person you would want to work with. Not simply the person stumbling though, doing what they did last year, but wearing a mask.

Lastly, NOW more than ever, sales designers and reps need to be sensitive to clients fears and concerns while working hard to fulfill their hopes and a better life.

Take the time to think through every aspect of what you do and say.

It matters more today than ever before.

Stay Safe. Be Sincere. Seek Success!

Kirk Heiner is an author, speaker and sales training expert with more than 30 years in sales. He's trained 1,000's of sales designers and sales reps from 100's of companies including Lowe’s, DuPont, Danze, Ferguson, Trend Group, the NKBA, AWFS, KBIS, Stock Building Supply, the SBA and many more. 

He's helped thousands of Kitchen & Bath Designers, Sales Reps and Remodelers make more money. He can be reached at [email protected]