Industry Ideas & Insights
Helping You Build a Thriving Premium & Luxury Appliance Business
We talk to appliance dealers nearly every day and have been for the last decade. Those conversations give us unique insights into what a healthy business looks like and how successful dealers are growing their high-end business. We share many of our observations in our regular blog posts. Make sure you join our email list to have those insights delivered to your inbox monthly.
Adjusting Your Sales Funnel for an Affluent Audience
When it comes to sales, there is no one-size-fits-all approach. The same is true when it comes to the luxury consumer. A more expensive purchase, even for the wealthiest among us, merits more time and consideration. And sometimes, the higher the price tag, the longer...
The High-End Appliance Audience Has Changed—Here’s How
Identifying your target audience is one of the first steps in developing a marketing strategy. After all, if you don’t understand who your target audience is, how can you be sure that your marketing efforts will reach the right people? However, simply identifying your...
Your Marketing Strategy: A Mid-Year Check-In
With two quarters of data and experience behind you, the middle of the year presents an ideal opportunity to take stock of how your marketing strategy has been performing. While we all hope to craft that perfect strategy that drives growth and sales for years to come,...
How Apple’s iOS Updates Are Affecting Online Advertising
As digital marketing experts, we are all too familiar with the idea that the systems and tools we rely on can change at any moment. If you’re familiar with online advertising, you’ve probably been hearing these three letters a lot lately… iOS. In 2021, Apple’s...
The Next Generation of Luxury Consumers
Ask many high-end appliance dealers who their target audience is and they'll likely describe what sounds like a typical high-earning Baby Boomer. More specifically, they may describe empty-nesters in their mid-50s or older who have worked hard through their...
What Is Your Real Gross Margin Number?
Did you notice any trends with your gross margin when working through your numbers from 2022? We work closely with independent appliance dealers in multiple markets across the U.S., and we have started to see a trend ourselves that uncovers a bigger conversation about...
The Secret of Consistent Growth (HINT: It’s Not Just the Builder Business)
Just as your investment professional insists that diversification is essential for consistent financial growth, the same is true for the growth of your business. While having solid relationships with high-end builders and designers is crucial for a healthy bottom...
Quick Upgrades to Appeal To Affluent Buyers
The Affluent Audience™ isn’t looking for the lowest price—they’re looking for confidence, expertise, and a brand that aligns with their expectations. If your business still relies on discount-driven messaging or lacks a strong luxury presence online, you could be...
How to Accelerate Growth in Slower Times
It’s a FACT that business owners know and must accept: There will be times when your business experiences sales lulls. The reasons can vary—time of year, perhaps a new competitor opening up, or perhaps an economic downturn. But before you get defeated,...
The Ad Investments That Clearly IMPACT High-End Growth
Having spent more than 14 years meeting premium and luxury appliance dealers throughout the United States, we have learned some pretty eye-opening findings when it comes to this specific type of dealers’ ad investments. More specifically, our experience has revealed...
When You’re Serious About Showing Off Your Work
Discovering that video and images are the magnet in today's world of advertising and social media can be a surprise to some. When you're an appliance dealer, it takes ongoing investments in video and images to play this game, which is why many don't embrace it. Since...
Silo Automation and the Tale of the Lost Multi-Million Dollar Salesperson
For an independent appliance dealer to be profitable, follow-up is often the key to closing deals, yet it’s a step many salespeople overlook. Here’s a story highlighting the importance of follow-up and offering valuable lessons for dealers. Meet Salesperson Sam Sam...
Your End-Of-Year Campaigning Starts Now
July is a pivotal month for dealers to maximize their co-op funding. This is the time to set the stage for the remainder of the year, ensuring you maximize your marketing budget and build momentum with your Affluent Audience™. Re-engage with Your Reps Now is the time...