If you’re a manufacturer serving retailers, this is an opportunity for you to differentiate yourself and create stickiness by better serving your clients in this challenging economic climate.

Let’s look at some strategies to help you do that.

Why should retailers buy from you?

Every one of your prospective and existing clients has an unspoken question in their mind: why should I buy from you instead of your competition?

Your prospects and clients have a lot of choices. No matter what you’re selling, the buyer can probably find something similar somewhere else, possibly at a lower price. So why should retailers buy from you? Because you’ve created radical differentiation.

Most companies attempt to differentiate through their products and services, but your competition is doing the same thing. They are innovating, coming up with new colours, new materials, and new tech. To succeed, you must create differentiators that go beyond your products.

There are dozens of proven strategies for creating differentiation. One proven strategy is to improve how your products and services are delivered. 

Consider where manufacturers could do better with delivery. Are there aspects of your service you can guarantee, such as delivery times? Call 20 of your clients and ask them what they would like to see improved.

Once you’ve identified a common problem, create a repeatable path to resolution — and undoubtedly answers to the unspoken question. By creating radical differentiation, companies serve their clients better and set themselves up to thrive during a recession.

Provide access to the Roomvo visualizer.

Another great differentiator is the Roomvo visualizer. If retailers are having problems keeping customers on their site or getting sales over the line, Roomvo improves engagement and conversions.

Shoppers spend twice as long on websites when using Roomvo, and they’re five times more likely to convert. Encourage retailers to use Roomvo throughout the sales process – from the first time the customer lands on the website to in-store visits.

Plus, when manufacturers join the Roomvo Partner Program (RPP), all your retail partners can add Roomvo to their site for free. This is a great way to provide extra value to retailers — and boost sales for both parties.

Create helpful content.

What are some common issues that your clients face, and how can you help solve them? Establish yourself as an industry thought leader by creating educational content that solves your clients’ biggest problems.

Here are some of the questions retailers are asking:

• How to recession-proof their business
• How to attract quality clients
• How to close more sales
• How to keep their prices stable despite cheap competition
• How to grow their business without burnout

If you don’t have anyone on your team who specializes in these topics, bring in guest experts to help.

Next, let’s look at the different types of content you can use to support your retailers and become a trusted voice in your market.

Webinars

Webinars are a powerful way to help retailers solve problems and create loyalty. They’re also an excellent source for additional content. Webinars can be recorded and sent out as replays, repurposed for a YouTube channel, included in a training area of your company website and turned into podcasts.

Podcasts

In the US 12+ population, 62% listened to a podcast last year, and 79% were aware of the medium. Podcasts are popular because they offer a communal experience that can be consumed at the listener’s convenience.

Interviews are a popular podcast format as they allow you to bring in guests with expertise in any area that dealers need help. You can also encourage participation with your audience by asking them to submit questions.

Videos

In a 2021 survey, 83% of respondents preferred watching video to get information or instructional content. However, most companies who create videos for their retail clients focus on training around their products and services. Product training is important, but don’t forget to offer your guidance on relevant topics and show retailers your support.

Blogs

Blogs are another effective way to deliver relevant, problem solving content to your clients. Again, don’t make it all about your company and your products. Focus on content that solves the problems keeping retailers up at night.

Strengthen retailer relationships.

Despite the challenging economic climate, rug manufacturers are well positioned to strengthen their retailer relationships. By creating radical differentiation, providing access to the Roomvo visualizer, and creating educational content, manufacturers can create stickiness with retailers and better serve their needs.

The post With shoppers spending less, how can rug manufacturers provide more? first appeared on Roomvo.

If you’re a manufacturer serving retailers, this downturn is an opportunity for you to differentiate yourself. 

Let’s look at some strategies to help you do that.

Answer the unspoken question.

Every one of your prospective and existing clients has an unspoken question in their mind: why should I buy from you instead of your competition? Companies who answer this question well get a big advantage over competitors, set themselves up to prosper and thrive during a recession, and better serve their clients.

Your prospects and clients have a lot of buying choices. No matter what you’re selling, the buyer can probably find something similar somewhere else, possibly at a lower price. The way to combat this is by answering the unspoken question. And the way to answer the unspoken question is by creating radical differentiation.

Most companies attempt to create differentiation through their products and services, but your competition is doing the same thing. They are innovating, coming up with new colours, new materials, and new tech. So it’s important that you create differentiators that go beyond your products.

There are dozens of proven strategies for creating differentiation. One way to do this is to step up the way your products and services are delivered. 

Consider common areas where the manufacturer drops the ball, or provides less than great service. Are there aspects of your service you can guarantee, such as delivery times? Call 20 of your clients and ask them what they would like to see improved.

Once you’ve identified a common problem, create a repeatable path to resolution – and undoubtedly answers to the unspoken question.

Provide access to the Roomvo visualizer.

Another great differentiator is the Roomvo visualizer. If retailers are having problems keeping customers on their site or getting sales over the line, one of the first things I check is whether they’re using Roomvo.

Shoppers spend twice as long on websites when using Roomvo, and they’re more likely to convert. I encourage retailers to use Roomvo throughout the sales process – from the first time the customer lands on the website to in-store visits and in-home measuring appointments.

Plus, when manufacturers and distributors join the Roomvo Partner Program, all your retail partners can add Roomvo to their site for free. This is a great way to provide extra value to retailers – and boost sales for both parties.

Show retailers you’ve got their back.

Over the last 15 years, I’ve learned that many retailers are stressed, working over 60 hours per week, and unable to unplug during their time off. Add to that supply issues from the COVID-19 mess, and the fact that we’re likely headed into a recession, and their stress goes through the roof.

Your dealers need your help. Let’s look at how you can support your clients, and help them be more successful.

Webinars

I’ve been doing webinars for years. I produce and co-host the FCNews Marketing Mastery Webinars, I’m the co-host of the Roomvo University Webinars, and I conduct regular webinars for my floor retailer coaching clients. This is a powerful way to help retailers solve the problems that plague them and create loyalty.

It’s important that your training solves the problems keeping retailers up at night. Don’t make it all about your products. Some of the big problems retailers face every day include:

• How to recession-proof their business
• How to attract quality clients
• How to close more sales
• How to keep their prices up in the face of cheap competition
• How to grow their business without burnout

If you don’t have anyone on your team who specializes in these topics, bring in guest experts.

The great thing about webinars is that they can be recorded and sent out as replays, repurposed for a YouTube channel, included in a training area of your company website and turned into podcasts.

I’ve had a number of industry pros tell me they can’t get dealers to attend their webinars or live training sessions. Generate strong attendance by making sure the topics are solving actual problems dealers are facing, and by using effective promotion strategies. I’ve seen events with great topics fail simply because the promotion was not done right.

Podcasts

Podcasts are popular, in part because they can be consumed at the listener’s convenience. A popular format for podcasts is interview style. You can bring in guests who specialize in any area in which retailers need help.

Videos

Videos are a powerful method for getting your message out to retailers. However, most companies who create videos for their flooring clients focus on training around their products and services. This is important, but it’s a missed opportunity to show retailers you’ve got their back and want to help them in their overall success.

Blogs

Blogs are another effective way to deliver relevant, problem solving content to your clients. Again, don’t make it all about your company and your products. Include lots of content that solves the problems keeping retailers up at night.

By deploying these strategies you’ll answer the unspoken question, differentiate yourself from competitors, become a rockstar to your retail clients, and help your own company prosper and thrive during a recession.

The post How can flooring manufacturers support retailers in a recession? first appeared on Roomvo.