Cultivation Ceremony 2022 PDF

Our DNA 2 Luminaire is Design, and Design is Luminaire. To further advance and cement that notion, we have chosen to wrap our experience process in what we are all about: DESIGN. Each letter will signify or represent the elements of our Cultivation Ceremony, will identify our key words and lang...

Our DNA 2 Luminaire is Design, and Design is Luminaire. To further advance and cement that notion, we have chosen to wrap our experience process in what we are all about: DESIGN. Each letter will signify or represent the elements of our Cultivation Ceremony, will identify our key words and language to engage and educate, and will serve as a way to bring the client interaction to an appropriate and respectful close. Excellence is an ongoing process of continuous improvement and that is what we are striving for here. Like any technique, practice yields mastery. 3 4 DESIGN 5 6 Deliver Explore Seek Identity Gain Nurture 7 8 DESIGN 9 Deliver a Warm Welcome 10 DESIGN A Luminaire experience is a multisensorial one that embraces every facet of our company and abilities. Be Present Be Prepared Be Knowledgeable Be Welcoming 11 Every interaction is a new opportunity to start a new relationship, take this opportunity to remove: Start in Neutral 12 a. b. c. d. e. The Past Your Agenda Your Assumptions and Predictions Your Judgments Disempowering Thoughts and Negative Opinions DESIGN First Impressions Matter If people are willing to leave their homes, drive, and park to visit us they have already expressed intent. They have made an effort. It is now our responsibility to make the most of their visit. This is the MOST important moment in the day. If we don’t drop everything we are doing and focus on the client we are doing ourselves, Luminaire, and the client a disservice. We are failing before we even begin. The client experience must be raised to be the essential goal of being in the showroom. 13 Encourage Conversation 14 The greeting is crucial and sets the tone for the client’s experience and the entire selling ceremony. We must be reminded that this could be the first time they are experiencing Luminaire. Stand, float in proximity, and maintain a space of access and engagement. Build a personalized introduction and icebreaker to allow the client to feel comfortable to engage with you and the Luminaire world. You will set the stage for a different type of experience. DESIGN Example “We are an interactive Design Studio, have been in business for 47 years, and while we carry the leading design brands in the world, our proposition is about democratizing design to create unique solutions that fit both your space and your lifestyle. We have professional interior architects, designers, and object specialists all on staff to help realize your interior design goals.” 15 “I’m just browsing” Possible Client Responses “We just want to look” “If we need you, we’ll find you” “No thank you” “I know what I am looking for” 16 DESIGN “Of course! Please, look around and enjoy your time at Luminaire. We have 2 floors, an outside area and an exhibition space upstairs.” Possible Luminaire Responses “I’m just browsing” possible response, “you are welcome to browse and while you do let me tell you about Luminaire…” “We just want to look” possible response “Please do, we have 2 floors; an exhibit loft space, and also an outdoor space for you to enjoy” “If we need you, we’ll find you” possible response, “No problem I will be walking around the showroom.” “Can I offer you a coffee or a water while you are here?” 17 — — — — Things to NOT Say / Do — — — — 18 “HI” or other casual greetings. How can I help you? Are you looking for anything in particular? Anything to do with selling. We must have the ambition to break the barrier between design associate and client. That means building a non-business relationship. Say hello from behind your desk. Stay at your desk. Go back to your desk once you have greeted them. Never approach the customer in their direct path. 19 Spark their curiosity, it fosters discovery. 20 DESIGN The purpose of Delivering a Warm Welcome should allow a natural transition to the Exploration (Discovery). The personal, professional, and physical interaction begins here and serves as a foundation for the next steps in the process. If the client is open to discussion then the design associate must tell stories from one unique object to a designer to the uniqueness and history of a specific light or furniture piece. The guest has to be ‘comfortable enough’ with their Luminaire design associate to continue the process, so that they welcome a deeper engagement and the questions that will be part of Discovery and Exploration in the next step. 21 22 DESIGN 23 Explore Luminaire 24 DESIGN “A presentation is an answer to a question“ Jeff Thull 25 Simply, People Buy for Two Reasons Trust & Value 26 27 It is the role of the Design Consultant to direct this process by asking questions - the person who is asking questions is the person who is directing the Experience. The Goal of Discovery The goal of this step is to: 1. To develop a relationship to understand the client wants, needs, and desires. 2. To develop the client’s trust in you. Exploration involves being inquisitive about the client and their project, about their certainties and their concerns, about their desires and their vision, and about where they are in their process of discernment and decision making. 28 DESIGN Ask open-ended questions to collect information so you can properly present the appropriate solution. Be prepared to ask more questions than you (initially) believe are important. Knowledge is Power We must always give the client the respect and understanding. You are an advisor, a listener, a value creator, an educator, but above all you must treat the client with mutual respect. To them, what they value is right, and understanding what they value is key to selling. The ease with which these questions are asked depends on the connection that was established in the previous step. 29 30 5W 31 32 WHO WHAT WHERE WHEN WHY 33 Who What When Where Why 34 DESIGN Who are the additional members, factors and needs. Discover what the project is, the need of the visit. It could be exploratory, utility need or pure curiosity. Is there a time frame for the need, is there a factor of time that must be taken into account? Where is the project located? How will the space/area be used? How Much? It is important to have an understanding of the client’s budget range so you can effectively find appropriate solutions. 35 Ask, Listen, Retain 36 We must always intend and work to expand upon what the client believes they are searching for. In fact they may well not know what else we can offer. Selling only a product is a disservice to the client, we deal in experiences. Sell them the perspective that allows them to understand the full range of opportunities of Good Design. DESIGN Sit, Sketch, Conversate, Coffee Design is intimate, it is emotional, exploratory, and vulnerable. To bring true value to our clients, we must find ways to break down those barriers and create a safe place to engage in those conversations. We must use our tools, those which bring the client into our world with a hand guiding them. We must sit to talk and understand, we must sketch and translate our ideas to their eyes, and we break bread over coffee to unite and bring a sense of family to the table together. 37 Storytelling, not just Selling 38 39 40 DESIGN Exploring and Asking Discovery Questions is an incredibly valuable step and it can’t be rushed or cherry picked. The more that is understood about the designer/guest/project, the better your solutions will be. The ability to comfortably ask questions happen with practice and is based on the foundation of connection that was established earlier. The questions that remain unasked by the associate will return later in the process as a concern or objection; at a step in the process when they are more difficult to address. Questions and answers provide information, so that the solutions that are presented can be compelling and easily agreed to by the guest and the designer. If you ask enough questions, you will naturally be able to provide precise solutions while establishing trust with the client. 41 42 DESIGN 43 Seek Solutions 44 DESIGN You have established Trust. Now you must establish Value. 45 This step brings together the importance of Creating Connections in order to ask and relevant Discovery Questions, and couples them with the knowledge of the products and services that will be valued by this client. Moment of Truth The Demonstration is the moment of truth - the part of the process where you get to be creative and match opportunities to reality. Present solutions with enthusiasm, passion, and interest. Enthusiasm is infectious. Your excitement will increase the desire for ownership. Incorporate the Designer, the Story, and the Reasoning. Create a desire for ownership and show empathy and responsibility to create the best solution for the client. 46 DESIGN Involve the Tribe Bring in one of our Architects for assistance and increased support. This will increase our value and strengthen the client’s faith in our expertise. Get the client involved in the process so that they take ownership in the creative process. Depending on the scope of the project it may also be time to bring in the Object Specialist. It is a disservice to our clients to not integrate Objects into proposals. Good Design cannot exist without all elements. 47 Teamwork makes the Dreamwork. 48 DESIGN Explore the Need Sketching the space and asking project questions expands the conversation and the offerings/solutions that will satisfy the large project needs and the guest’s emotional desires. You can add items that are not requested for the purpose of completing the look. Our drawings should be felt, not read. This will stimulate interest and reveal our expertise to land results outside of the original scope. 49 A quote is a step forward in the decision making and design solution process. Create Quotes 50 As part of creating an outcome to each interaction, a quote can offer an advance to an appointment to meet or speak again or to the sale itself. It can also be a best practice to always have a guest leave the showroom with ‘something’ to consider and something for the design associate to follow up on. DESIGN Present Compelling Solutions Whether a full presentation for an entire project or a simple product solution, the presentation needs to compel the buyer to take action. Solutions that speak to them personally and are delivered with enthusiasm are a key element of Luminaire’s DNA. This is what sets Luminaire apart from the industry. We use our full library of skills, tools, family members, and opportunities to enrich the public’s life through Good Design. 51 This step is about getting a “Yes”. This is where the buyer/guest gives their agreement to go forward to the sale or to the next steps toward the sale. 52 53 54 DESIGN 55 Identify Objections 56 DESIGN Managing concerns and handling objections are complex conversations. To effectively direct these conversations requires patience, competence, practice and inquisitiveness about the guest/designer and their concerns. 57 What makes these conversations complex is the convergence of conflicting emotions and actions and resistance to what is happening. Empathy Client objections may be driven by fear, past experiences, dislike, indifference, lack of information, surprise, etc. The ‘resistance’ that arises in their objection may range from mild to significant and they may voice their concern or they may not. Handling objections are a key part of the sales process. Often clients will object and not tell you the real reason why. Sometimes they don’t know what they want. You must be empathetic to understand the real cause of objections. Do not give up. 58 DESIGN Understand Objections often occur when something is triggered: fear, dislike, suspicion, surprise. Possibly, the client thinks that the item lacks value; they haven’t been offered enough reasons to make a positive decision. Possibly the client doesn’t like you, suggesting that you probably haven’t built enough empathy or trust. The understanding why objections occur is so we can be patient and compassionate in the face of them when they happen if we understand what is driving them. They also happen because the design associate didn’t ask all of the Discovery questions. 59 Anticipate 60 Objections can be avoided by anticipating them and asking questions that address them in Discovery rather than trying to manage them later in the process. By not asking key points, they naturally will come up later, and at a time when it is less advantageous to discuss is (example: when the product/project cost exceeds the financial expectation or ability to buy). DESIGN Manage It seems counterintuitive to dig deeper when a concern is raised. It is intuitive to try to reduce or remove or resolve the concern. It’s a knee jerk response and can happen quickly. One of the advantages of managing objections by asking more questions is that the original objection may not be the most important one. Often, when the offer to help is extended, the actual objection might emerge. Be prepared. 61 “It sounds like the fabric is a concern for you” “Can you tell me more about that?” Demonstrate “If I could show you how this fabric correlates with the others in the project, would that be helpful?” Do what you said you would do OR offer other options. 62 Practice 63 Complex or not, this is a step to master. And it will take intention and practice. By not asking enough Discovery Questions objections will be plentiful. Be compassionate to their concerns and inquisitive to learn more about them and be gracious with whatever isn’t working for them. Patience and willingness to help will build bridges and trust between you, which are great foundations for managing even their most challenging concerns. 64 65 66 DESIGN 67 Gain Closure 68 DESIGN The ideal and intended conclusion of the interaction will be a sale today, or an in-home consultation, or a specific appointment to meet or speak again. The ability to produce one of these two outcomes correlates with the skill and execution of the Cultivation Ceremony by the Design Consultant, and reflective of where the guest/designer is in their decision - making process. 69 Every client that walks in has expressed intent and interest. Therefore, with EVERY client you must plan and intend one of three outcomes When to Close 1. Sale 2. In-Home consultation 3. Specific appointment to meet or speak again That outcome will provide an opportunity for reflection and evaluation of the components of the conversation and what has been missing such that a tangible outcome was not achieved. Be clear to set expectations of future communications. 70 DESIGN Remember you have every right to try to close the sale. You have worked hard albeit cooperatively to create a unique solution. You have found appropriate solutions and addressed their concerns. You now must close the process. Closing Facts Facts about closing: — 20% of the time the client will “take it” on their own with no closing attempt. — 20% of the time the Design Consultant “asks for the sale.” — 60% of the time, NO attempt was made to close. 71 Closing is often one of the hardest parts of the sales process. It involves conflict whereas the rest of the process is cooperative, creative, and entertaining. 72 73 — The Reflective Close — The Ask-for-it-Close Basic Closing Techniques — The Add-On Close — The Conditional Close — Discounts 74 How we interact defines the client experience. It defines our business today and in the future. 75 The Reflective Close You turn a question back to the client. For example, if they are interested in cover/configuration/option that you know we can provide; don’t let them know we can offer it but turn it back on them to close. “Can I get this within a month?” (You know it’s in stock or quick ship). “Would you like it in a month?” “Yes.” It’s closed. 76 DESIGN Simple at that. Ask for it. “So would you like to take it?” The Ask-for-It Close This is bold but once you try it a few times it becomes less challenging. Most clients aren’t expecting this so it they don’t agree to take it they will often respond with an objection that you can then address. 77 The Add-on Close Let’s say the client is only interested in a sofa. However, you have created a solution/proposal for a sofa, rug, table, lamp. “So would you like to take it with the rug?” “No, thanks I will just take the sofa.” 78 DESIGN These have to be handled with class and care. If communicated in the incorrect way it can seem tacky. That said we often have deadlines in our business that the client has a right to be aware of. These deadlines can be used to close the sale today. The Conditional Close Lead Times (Factory closures) - We have August and Christmas factory closures that can extend lead times. You can use these to close earlier and encourage the client not to wait. Price increases - We often have price increases. Once again it is a disservice to not inform your client of a price increase that is on the horizon It will also speed up the close. Every quote you have outstanding should be revisited as prices increase. Availability - If you are selling from stock, you can use low availability to encourage purchase. 79 Discounts 80 We have a trade discount of 15%. We do not have a general policy of discounting further or to end consumers. We must always make this clear to the client up front. Our value proposition is founded in our expertise; our curation of good design solutions utilizing professionals accessing a multitude of products across many vendors. 81 Depending on where in the decision-making process the guest/designer is, the next steps need to be clear to them and articulated by the design associate. Assumptions are to be avoided and clarity of next steps and expectations are to be communicated by the design associate. Create An Understanding 82 If the next step is to place the order, the steps to graciously conclude will include preparing for that outcome to be smooth and seamless for the guest/designer by having paperwork, samples, drawings, etc. in a presentation folder so that the transaction is efficient, accurate, and complete. If the appointment to meet is to place the order, all parties involved will receive a calendar invitation and that appointment will be confirmed with principal parties involved. Any concerns and expectations will be communicated by the lead design associate. DESIGN If the next step is an appointment to meet or speak again, the design associate will provide the direction and be responsible for what happens. Technology supports appointments. Schedule Appointment If the client is leaving and expects to receive a quote, set a realistic deadline, specifying a date that you will communicate. If you set an accurate date they can move onto other things and hopefully not shop around. Set up a call to review the quote with them together. This gives you another opportunity to try to build a relationship and ensure you express your concern for their solution. You will have a chance for them to get excited about your work. 83 Confirm & Close Large projects often happen over time, as the project may be phased according to guest needs and ability to execute. The design associate will communicate this to the guest/designer and identify milestones and outcomes when the project solution is presented. They will also manage communications and timelines of when orders need to be placed with deposits and when completed orders are to be delivered and balances paid. 84 Practice 85 How we interact defines the client experience. It defines our business today and in the future. 86 87 88 DESIGN This is the completion of the physical interaction. Given the nature of design projects, it is likely that an appointment will be the more frequent outcome of an interaction, as there are many aspects of the project to consider before taking the action of ordering product or contracting for professional design services. That heightens the importance of building the skills to direct the interaction, to accurately assess the stage of project development, and to schedule the appointment so that it’s welcomed. That would also include discussing and confirming any actions that need to occur between meetings, so that the process flows smoothly and efficiently forward. 89 90 DESIGN 91 Nurture A Growing Relationship 92 DESIGN The strength of Luminaire is based on relationships. 93 How we engage today will guarantee future business, lead to referrals, and build an association and affection for Luminaire that will stand the test of time. We Build Relationships How often do you reach out to them? How often do you call to check on them? How often do you invite them to our showroom for a coffee? How often do you invite them, personally to in-store events? How often do you ask to go visit them at their place of business / their home? This should all be a part of your daily, weekly, monthly routines. A purchase is not a sign of a relationship but the outcome of one. A relationship is built with time, knowledge, connection, and exploration. Luminaire is a space for that relationship building and only through those tools does a relationship exist. 94 If you called the last 50 clients you have worked with, how many would still know your name? 90% should! 95 Create a Gracious Communication For an appointment that has been scheduled or an order that has been written, it is gracious to send a handwritten thank you note. A handwritten note speaks volumes. It is special, it is uncommon, it is thoughtful. It minimizes the risk of competition. Thank you notes communicate three things: — Gratitude — Appreciation — Next Steps They should be sent within 24 hours of the interaction and do not need to include a business card. 96 DESIGN Support Next Steps Calendar invitations sent by the design associate increase the likelihood of the appointment happening as intended. When offering an appointment as an outcome, offer a choice of two days/two times for the guest/designer to select from. Schedule a confirmation call for any in person meetings prior to the appointment. 97 Schedule Next Actions 98 To properly prepare for next meetings, schedule sufficient time for project work prior to the appointment at the best times to fulfill the needed action, such as drawings, selecting fabrics/samples, getting quotes, etc. Schedule these actions at low traffic showroom times to reduce interruptions for accurate work, and to be available for incoming opportunities when they happen. DESIGN The Sale is the Beginning Set expectations, for lead times and for future communications. How long will it take and when will you update them? Be Organized. After a client interaction. Be clear on next steps. Add notes to LIS and/or the CRM system. Set reminders. 99 Delivery You must gather as much information as possible for the delivery. What type of building (Indicate in LIS), what stage of the project, what access our delivery crew will have. Think about the product sold; will the delivery crew have access to a freight elevator, will they need a crane, do you need to arrange a COI. Any failure at delivery can seriously jeopardize the entire relationship. Don’t just be prepared; be over prepared. Every week you should know who and what is being delivered. You should call the client before AND after each delivery. ANY sale more than $40K should require your physical presence. Be excited to realize their project and reinforce the great collaborative decisions that were made. 100 DESIGN Follow Up There is no such thing as ‘too much follow up. It simply doesn’t exist. If you have set a date and time to review the quote and/or present the quote it is unlikely the client will not attend. However, life is complicated. You cannot give up after 1-2 follow ups. You should continue to pursue the opportunity until the client says that they are no longer interested. Stay front of mind. The client may well have other quotations. If others pursue more than we do, we appear apathetic and not as interested in assisting them. Strong communication will significantly reduce friction could there be issues with the delivery. 101 Our Clients should NEVER have to call us for an update. NEVER. 102 DESIGN Marketing Actions To capitalize on every opportunity requires organizing sales and marketing actions at the best time to produce the results of those actions. Some examples: — Email blasts to database Asking for referrals — Networking in your marketplace Cultivating your database — In store events — Writing thank you notes — Social media posts Community events 103 Success Hurdle Plan for Outreach Actions 104 Sales and marketing actions need to be scheduled, especially those that are challenging to do. Schedule appointments at low traffic showroom times. Schedule actions at the best time to produce results with those actions. Use the recurring event feature on technology calendar, then customize weekly for specific guest/designers. Allow one hour blocks of time per activity. DESIGN Success Hurdle Become a Bother Tenacity is an asset for a design associate, as business often comes to those who don’t give up. There is little chance of being a bother if the next contact is a scheduled appointment between the guest/designer and the design associate – initiated by the design associate. If a time to speak or meet again has not been scheduled, then reaching out to the guest and leaving a compelling voice message followed by a text or email will increase the likelihood of speaking with them. 105 106 DESIGN Organized and scheduled follow up actions are essential elements of a successful Sales Ceremony. Often, success is closely related to organizing sales actions with a system/structure that is sufficient for the desired result or goal. Using technology to schedule actions, appointments, and communications increases efficiency and effectiveness, two hallmarks of sales performance. 107 108 DESIGN 109 110 Deliver Explore Seek Identity Gain Nurture 111