Paint your customers a picture of an outdoor kitchen and lifestyle they never knew they wanted, then show them how it can be done in stages.

I might be a grill guy, but my job is so much more than just selling grills. Instead, my time in the business has taught me that good dealers understand the value of every customer who walks through their doors – whether they’re looking for a small accessory or inquiring about a large home improvement project. 

What It Means to “Level Up”

It’s easy to get excited about a customer who walks in with a full-fledged plan to dig up their backyard and install a pool, spa or outdoor kitchen area. Unfortunately, those customers tend to be few and far between – which is why you need to raise, i.e., “level up” your customers to the idea of an outdoor kitchen.

I met a dealer at an expo who told me about a woman who came into his store looking for a grill brush. I know a lot of dealers who would have found the accessory she was looking for and moved along to the next customer. Instead, this dealer struck up a conversation and discovered the woman was looking to improve her home’s outdoor space. 

They chatted about the possibilities and the dealer gave her some ideas to consider. When renovations began more than a year later, the customer came back to the dealer for help. He realized thousands of dollars in sales – all thanks to a simple conversation. 

The “secret” most dealers know, but don’t always practice, is that they need to leverage every sale. The best dealers never underestimate the value of even the smallest purchases. They know the purchase of a grill brush today can lead to the purchase of a new high-end grill tomorrow. The fact is that any sale could be the first step toward helping your customer create the outdoor kitchen of their dreams.

Paint a Picture

So, how do you level up your sales? You do so by selling stories versus products. Paint a picture of an outdoor space they never even knew they wanted. Doing this is as simple as getting to know your customers. 

Ask them what they enjoy about grilling out. Mention how an outdoor kitchen allows them to stay outside and chat with friends instead of running in and out to the kitchen. Explain how an outdoor space becomes an extension of the home. Better yet, get the customer talking so they paint the picture. That way they don’t feel like they’re being sold something, but rather, they’re selling themselves on the idea. 

Mind the Budget

Just because a client doesn’t have the budget to transform their outdoor space instantaneously, doesn’t mean they can’t do it over time. For customers with limited budgets, the best way to go about doing this is in stages. Facing the time and expense of an outdoor kitchen can be overwhelming and off-putting. Instead, level a customer up by breaking the process down. 

Help your customers with their immediate needs, determine what they might want in the future and don’t try to oversell them. A simple conversation could help you learn that your customer is interested in expanding and improving their outdoor space. Compile a “wish list” file for what components they’d like to incorporate, and call them as these items go on special. Your job is to never stop providing information so that your customer sees you as a must-have resource. 

One of the best ways to help customers lay out a feasible and cost-effective plan for their outdoor space is by keeping a portfolio of projects you’ve been directly involved in. If you’re new to the industry and don’t have a portfolio, keep a few good home improvement blogs on hand. 

Take Your Time

An outdoor kitchen is a commitment. Recognize that your customer wants to feel confident in the decisions they make. Feeling rushed or pressured or “sold to” isn’t what they need. Instead, they need insights, solid advice and, maybe, a sympathetic ear from time to time. Leveling up is not so much about selling products as it is about being attentive. People want to be heard and they’ll return to the salesperson and store that they feel is listening to them. 

Every sale offers a pathway to the next sale. At the end of the day, it’s the relationship you have with your clients that will make the sale, much more so than any products you might carry.

Keep Grilling,
Rob