38 | JUNE 2018
Installer Essentials
GIVE THE CONSUMER A CHANCE The people behind the product
Forget hard sell.
Think easy buy. Freefoam are delighted to
You can sell as hard as you
like but if you ignore the fact
that for today’s homeowners
buying major purchases such as
new windows, a conservatory or
roofline is fraught with worry,
you will sell a lot less. Tailor your
approach to make it easier for
consumers to buy, and you will
sell a lot more.
If consumers
aren’t confident
and comfortable
they won’t buy
Today’s consumers are having
a tough time. The uncertainty of
Brexit and the e stagnation of pay
increases means consumer confi-
dence is at a low ebb. There has
been a shift in people’s attitudes
towards spending which goes be-
yond being constrained by their
finances. Colin St John explained
“It’s now more about psychology
and the need to find approval
from peers. One of the single
biggest concerns for consumers
is making the right decision.
Questions like “What if it goes
wrong and I end up looking like
an idiot?” or “What if I choose a
company that have a bad reputa-
tion and do a bad job”
It’s a valid concern. After all,
how do you explain a leaking
conservatory to the in-laws or
children, or that ropey looking
roofline to the neighbours?
So how do you make
customers feel they
can trust you?
One of the strongest weapons
in your armoury is the go