ONCE UPON A TIME: Telling the furniture story with passion and honor

Blognote: A couple of times a year, I feel compelled to remind all of us just what busines we are in and the attendant responsiblity to serve the greater good to assure the personal goodness.

Once upon a time, a wise furniture manufacturer sat a few of his favorite retailers on his knee and told the great story of how they all have a responsibility to help people — men and women, boys and girls— live a better life.

“It’s really a sacred responsibility we have, and few of us recognize what we’re really supposed to be doing in the marketplace,” he told the doubting, yet curious and squirming merchants who only wanted to go back to their stores and sell furniture.

“Be patient and quiet for a few moments, boys, and I’ll help you recognize that selling furniture alone is insufficient. All of us are really in the business of satisfying people. Working hard to satisfy instead of selling actually produces stronger business because it impels people to seek our counsel within a trusting and respectful context.”

In response, one retailer blurted, “That’s all well and good, but it’s mostly warm and fuzzy mental stuff. I’m in business to make a profit, and that comes from selling furniture, old man! I discount my merchandise and advertise regularly that we have low prices.”

Putting his arm on the vocal boy’s shoulder the avuncular manufacturer said, “Young man, sure you’re in business, but your primary responsibility is to know that the homemakers who come to your store are there for an important purpose. They come not to be sold something or anything, but to be satisfied, to fulfill their dreams to live better.

“Remember, you can do almost anything to make a profit, like shouting low prices, as many retailers do so reflexively. But to satisfy people seeking legitimate value, a lasting relationship and an overwhelming desire for honest guidance and satisfaction requires a more thoughtful approach”

Sell beauty and comfort. The manufacturer’s explanation calmed the anxious, eager and excited retailers who stopped fidgeting and finally settled into an attentive state of awe. Then, the manufacturer continued his tale about how homemakers across all socio-economic levels wanted and deserved comfortable and attractive interiors, filled with the furniture they can best afford.

Looking into the retailers’ eyes, the manufacturer said people, “your customers,” respond well to credible stories about how furniture makes their lives better. That works better than concentrating on how much money they can save or how they’ll pay for it.

“We all have stories in our minds on how we want to live in our homes,” he said. “We develop those stories from our own experiences and build upon them with what we see in friends’ homes, furniture stores and various publications. All of us are attracted to the better life and assume that when we find it in the furniture we want, the retailer will find a way to help us pay for it.”

As time went on, the manufacturer continued to provide rich and vivid examples to his retailers that confirmed his premise: That merely telling the right, potent stories, instead of selling to homemakers, actually created loyalty, authority, credibility and a sense of involved compassion.

“Remember, a real story has merit and commands attention because your customers can visualize how your furniture improves their lives and helps them attain their dreams, wishes and aspirations,” he stressed. “You can’t honor people and retain them as your customers for life if you shout at them, command them with blandishments to come to your store or otherwise force your way into their minds. They will resist, especially during uncertain economic times."

Welcome to the real world. In the real, rough world of furniture retailing, mostly detached manufacturers feel their primary responsibility is only to provide merchandise to retailers whose job, the vendors believe, is to sell it quickly and often. If that approach were sound, consumer discretionary spending on furniture would be rising.

Virtually every other consumer goods industry tells people “how to live better with our product” stories. Only the furniture industry misses this message. Sure, a minority of furniture manufacturers and retailers recognize the verity of telling solid stories, and do so, but obstreperous “buy now” and “no-no-no” gimmickry messages are the sales-and-relationship-robbing norm. That onslaught contaminates the minds of yearning homemakers and alienates them from the very products that can improve their homes and lives.

Comparatively, furniture is presented to homemakers as a self-evident commodity, whose attributes, virtues and exponents are presumed to be known. Despite all the prattle at industry conferences of finding better ways to connect with consumers, a reality gap exists. That gap prompts prominent manufacturers to declare at conferences, in plaintive mea culpa tones, “She (homemakers) doesn’t trust us.” Duh!

Yes, a better way exists and all the furniture industry needs to do is incorporate the simple concept of pervasive story telling. Of course, not any story will do, and that’s where precision and guidance is necessary. The best sources of that guidance should be industry trade associations.

Obviously, if story telling were that simple, an industry that flatters itself with emulation of styles, methods and policy, would seize the power of conveying passion and enjoyment to homemakers who desperately want guidance and direction. Telling a good story requires constant and perceptive training to otherwise impatient, “don’t confuse me with the facts” personalities. Most manufacturers and retailers need to be coached to tell effective stories about furniture.

And now the rest of the story: The wise manufacturer told his now attentive retailers that they, too, could learn to tell “how to live better with furniture” stories.

“Boys, open your eyes and pay attention to what your family and friends do and how they think. Take note of methods and procedures that automotive, beverage, cosmetics and consumer electronics industries use in their stories, and emulate similar images and concepts.

“Know that this investment will reward you with dividends of more business built on satisfying homemakers. And you will live happily ever after.”

Comments

[Wholesale Furniture Brokers]

It is more than a responsibility, it's an honor to get the opportunity to earn a customer's business. Treat them well and they'll bring their family to you for years to come. It's not unique to the furniture business, it's a principle of business.

[Bedroom Furniture]

It is wonderful post.

Best Luck..!!

[milan]

Awesome article... So, so, very true! When are we going to get it?