Jeff MacDowell is the Executive Director of Luxury Products Group, a decorative plumbing, hardware and lighting buying group. He is a 25 year industry veteran specializing in the decorative kitchen and bath business. He coaches showrooms on service excellence and design optimization. Contact him at firstname.lastname@example.org
The world has changed. What we are experiencing is called a critical selling event, which means consumers’ habits are in flux. Their routines are now disrupted, and there is no set pattern in how they buy.
Asking showroom people how they handle pricing can lead to some interesting conversations. Many showroom professionals use a flat discount-off-list habit that has been common for ages. For some reason, we think consumers know that 25 percent off list is the “right” price. But why?