Showrooms: Beyond Sample Boards

“It really stretches their thinking,” he says. “That’s why we say the studio provides a space to educate, to inform and to inspire. That’s been its biggest benefit to us.”

However, Weiss adds it’s a model that also seems to work with the walk-in customer thinking about doing a home-improvement project.

Click to enlarge“The setup of the studio takes out some of the overwhelming variability from the equation and simplifies things by putting them in different categories,” he explains. “It helps them refine and limit their choices.”

While the layout of the studios is important to their success, another key element is the employees who work there. Weiss says that, with the rebranding, the company hired people with interior design, art history and fashion merchandizing backgrounds to staff the studios, leaving its long-term employees to supply the technical know-how.

“They walk through a project with the designer or the end user,” he explains. “They start the conversation trying to find out what the person is really trying to accomplish and learn more about the end goal. Once they have the vision, they can focus on the five or 10 materials that will really meet that vision.”

For company owners thinking about instituting new showrooms, Weiss advises it helps to be clear on what kind of vision they’re seeking.

“Consider what you’re trying to accomplish and then engage your customers,” he says. “We did some benchmarking trips and feedback sessions with our customers on what they wanted in the showroom and how we could benefit their businesses. That was tremendous.”

SMALL SPACES IN  SMALL MARKETS

ABILENE, Texas – Ed Wright knows sales and showrooms. Click to enlarge

The owner and president of INcounters not only has a showroom in his production facility here, but satellites in major west Texas cities of Lubbock, Midland, Odessa and San Angelo. However, he’s also found a way to reach out to sell granite countertops in much smaller communities unlikely to have their own fabrication shops or big box stores nearby.

The answer: Kiosks.

Wright explains that his initial idea was to put the kiosks in small-market carpet and tile shops. Then his son happened to run into an executive for Comanche, Texas-based Higgenbotham Brothers Co. (HBC), a chain of 35 hardware stores, at a home-and-garden show.