Natural stone can be a hard product category for some retailers to get into. Not only does it require more knowledge on the part of the retail sales associate, but it also means successfully sharing that information with the consumer in a way that doesn’t turn them away from the category.
The product is high-end in nature, due to several factors. One, for example, is its truly unique look, and that’s not just from stone type to stone type but from installation to installation, derived from the stones inherently irreplicable features—unlike look-alike products in adjacent categories. While this is no doubt a point in the category’s favor, it can also come across as too “unpredictable” for consumers who are unfamiliar with natural stone. However, this is where advanced product knowledge on the part of the RSA comes in, to assuage any misconceptions or worries for the consumer.
In addition, natural stone can clad many surfaces within the home, much like its porcelain/ceramic brethren; however, where and how natural stone is installed within (and without) the home is a question many retailers need to have an answer for before a consumer walks into the showroom.
What’s more, just like any product category, trends in natural stone come and go—albeit much less frequently than others—so a steady handle on the current trending looks and colors is imperative for retail sales associates.
Successfully selling natural stone products has some major advantages, too, including higher profit margins and ticket sales for the retail owner. What’s more, high-end customers are often repeat customers—as are most satisfied clients—and can serve as a good pool for repeat business and even referrals to other high-end shoppers.
To successfully add natural stone to your product lineup, natural stone suppliers say it’s important to understand the basics:
Know the product and its place
“Retailers should be versed on where natural stone products can be installed and used as not all are designed for each project space. Lead times, maintenance, job lots from the quarrying should be comfortable for the retailer to walk someone through. There is a skill set in understanding and then successfully selling natural stone. Many retailers steer away from natural stone, so if a retailer can illustrate how and where natural stone works, it can be a fantastic addition to their product portfolio.”
Patrick Warren
vice president of residential sales,
dealer and showrooms
Dal-Tile
Keep up with the trends
“It’s beneficial for the retailer to be knowledgeable about current style and color trends. Understanding how to use natural stone tile to recreate these designs, patterns, textures and colors adds to this advantage. Natural stone is also extraordinarily beautiful and unique in pattern and color variation. Its timeless nature makes it versatile and compatible with various design styles, and its enduring qualities are often seen as an investment that can pay off when it comes to resale value.”
Mike Weaver
vice president of dealer trade sales
Emser Tile
Understand the advantages for you, the retailer
“There are many surveys that show natural stone is what consumers ultimately want on their floors and counters. It’s the best way to increase overall resale value. Also, natural stone is classic by definition. It’s been around for millions of years. It will always be in trend. Ultimately, this is a product that is not price sensitive but rather service and design sensitive. Retailers have a big advantage in these two arenas, which gives them a big advantage in the natural stone category.”
Raj Shah
co-CEO
MSI
Utilize your resources
Daltile: Daltile’s experts in the natural stone business are available to its customers. It also has information, design and styling options and recommendations on daltile.com.
Emser: Emser offers onsite and digital services for customers. It offer a variety of sample types and sizes. Many retailers particularly like the series boards, which include room scenes and alternative sizes and trim also available.
MSI: The MSI website and salespeople are the experts in the industry. Also, it has numerous visualization tools that can help retailers close the sale. Finally, its inventory is the highest in the industry.
