Lessons in High-end
Appliance Marketing
The Insight You Need to Reach the Affluent Audience
As high-end appliance industry specialists, we’ve been helping dealers capture and retain their affluent audience for over 14 years. Our videos provide premium and luxury appliance dealers with the insight they need to craft a marketing strategy that promotes steady growth and greater profitability.
Thriving in Any Economy: The Case for Serving Both Retail and Builder Markets
Independent appliance dealers often focus solely on consumers or home builders. Diversifying your customer base and creating a business model that serves both homeowners and trade professionals is essential to creating a stable, resilient company that can weather...
Scaling Luxury Sales: Lessons from a 10x Growth Story
The Challenge: Rapid Growth Without a Plan A Mid-South appliance dealer set out to increase their luxury kitchen sales, and the results were astounding—going from selling one or two Thermador kitchen packages a year to selling 11 in just six months. While the surge in...
Spring Is February: Act Early to Capture Affluent Buyers
For appliance dealers focused on the Affluent Audience™, February isn’t just another month—it’s the start of the peak buying season for premium and luxury appliance shoppers. While the calendar may say otherwise, luxury homeowners enter the new year ready to start...
Is Your Business Model Ready for Today’s Challenges?
The phrase “sophisticated business model” might sound like unnecessary jargon. After all, if your business has been thriving for years, why change what’s already working? But here’s a question: how has the marketplace around your business evolved over the years? It’s...
Fueling Growth: The Impact of Getting Everyone Aligned for 2025
As the new year approaches, it’s a natural time to reflect on the progress made in 2024 and plan for 2025. Business owners everywhere are thinking about what’s working, what needs improvement, and, most importantly, how their team has embraced the goals set for the...
Why Investing in Your Business First Is Key to Market Domination
Many dealers in the luxury appliance industry focus their advertising efforts on promoting the brands they sell. On the surface, it makes sense: why spend your money on advertising when manufacturers offer you funds? While it’s important to showcase your premium...
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...
The Hidden (But Not Really) Threat to Independent Appliance Dealers
A quiet shift is happening in the world of home products. Plumbing supply dealers are emerging from the shadows, leveraging their relationships with builders and designers to enter a new, high-stakes arena: the luxury appliance market. At first glance, this might seem...
Healthy Growth for Independent Appliance Dealers
“How do you know if you’re actually growing in a healthy direction?” It’s a simple question, but one that’s become a major blind spot for independent appliance dealers. Too often, growth gets confused with busyness, expansion, or raw sales volume. But not all...
Low Margin Living
Several barriers are hindering independent appliance dealers from achieving record growth and long-term profitability. The most damaging one is this: Allowing someone else to define what healthy profitability looks like. Whether it’s a buying group, manufacturer, or...
From Threatened To Thriving: Building A Legacy For The Next Generation
Overview Friedman’s Appliances, a family-owned business led by Russell and Janet Greer, had long been a respected name in the Knoxville market. But after weathering the Great Recession, it was clear the company needed a more resilient growth strategy. The leadership...
Why “Doing It All” Isn’t a Business Strategy
If you’ve been in this industry long enough, you’ve felt the pressure to do more: more promotions, more events, more volume. The appliance industry often reinforces the idea that whoever is bigger, louder, and busier will win. It’s no wonder so many...
The Discount Dilemma—And the Shortcut to Affluent Buyer Growth
In the appliance industry, it often feels like every customer who walks through the door is looking for a deal. Many are, and that impression shapes how many dealers and their sales teams approach every sale: lead with a discount, close fast, move on. Even affluent...
The Hidden (But Not Really) Threat to Independent Appliance Dealers
A quiet shift is happening in the world of home products. Plumbing supply dealers are emerging from the shadows, leveraging their relationships with builders and designers to enter a new, high-stakes arena: the luxury appliance market. At first glance, this might seem...