August 2, 2021 | 5 Min Read

How to Sell Kitchen Cabinets

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Marketing cabinets is a lot like marketing other products. It involves increasing your visibility online, spotlighting professional photographs that generate product preference, and engaging each customer segment with timely information through your website, social media, and email lists. 

General Tips for Selling Cabinets

There are slight nuances to account for depending on whether you are selling custom cabinets, modular cabinets, or stock cabinets, but generally speaking, your manufacturing website should be the bread and butter of your direct and channel marketing efforts.

  • Photograph your cabinets. Hire a professional photographer to take pictures that impress and illustrate the best qualities of your cabinets. For example, if they're edgy and modern, be sure that your photographer finds ways to emphasize those qualities in the setting used.
  • Share stories online and on social media. Your company should have to have a strong social media and online presence, especially one that showcases builders and contractors using your cabinets in their construction projects. [View Examples]
  • Optimize your website for search engines. Work with an inbound marketing company that will implement strategies that get your website to appear at the top of Google searches - and makes a sale worthy impression when viewers click on the link.
  • Make a beautiful catalog. Have a print and online version of your catalog that makes a splash. The printed version should utilize high quality paper, beautiful photographs and a compelling layout. Your online catalog needs to be attractive and easy to navigate for your customers. You should also use third-party cataloguing tools such as Houzz and Pinterest to generate interest for cabinet styles, color trends, hardware trends and project types that your cabinets are best suited for.
  • Demo your cabinets via online visualizer tools and mood boards. 70% of purchase intent research is conducted online before any segment of buyer will be interested in picking up the phone or setting a meeting with your direct sales team. Cabinet visualizer tools, comprehensive product information, and product pairing mood boards are ideal options for allowing for prospects to conduct the research they desire before taking the next step.
  • Demo your cabinets in a showroom. Nothing attracts customers like a good showroom, where they touch and feel your cabinets in real life. Ideally, you'll have all your own cabinets in one showroom. If you're partnering with a cabinet dealer or a big box store that is putting your cabinets on display for your audience, work with the dealer to ensure that your cabinets are on the short list of options that Sales Associates and Product Specialists discuss with their clientele. 

How to Sell Custom Cabinetry

  • Lean into content creation and project spotlight photography that highlights the best use cases for custom cabinetry solutions, for example in historic renovations or tiny houses.
  • Sell your service, send your product. Meaning you'll win the deal by delighting customers about your account management, customer service, and reliability. They'll get the custom product they want with a purchasing experience that felt good.
  • Be the problem free option. Sure, you may take longer and cost a bit more, but there will be less headache on the day on install and that makes everyone involved happy.
  • Develop partnerships with custom home builders and design-build remodelers and become their preferred recommendation.

How to Sell Manufactured (Modular and stock) Cabinetry

Leveraging your indirect sales partners and distribution network is a top priority for marketing stock cabinets since you are manufacturing the cabinets for mass assembly. Be sure to equip them with the following tools:

  1. Self-service and quick re-ordering options. [Learn more]
  2. Up-to-date order processing and delivery information. [Learn More]
  3. High quality customer service. [Learn more]
  4. Listen to end user feedback regarding installation and end results.

Here to Help

If you're selling cabinets, it's time to get an inbound marketing partner that can help you attract the right partners and generate demand. Contact ManoByte to learn more about how we use digital technologies to manage customer relations, attract new customers and influence purchase preference.

Interested, lets chat

Marketing Budget Template

We don't think Building Products Manufacturers need to spend more on their marketing. We do think what you allocate your budget to can be optimized to drive better results from the same budget.
Here's a marketing budget we'd recommend.

Topics: Process, For Channel Managers, For Sales Directors

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