Managing Samples in RFMS
In an earlier blog, we discussed the importance of sample management. More recently, we have worked with a couple of clients to help them implement sample management in RFMS, and out of that we have created a document covering the full process including:
Creating a Sample Docket in Config Creator
Adding a price level for sample prices i.e what will be charged if the samples are not returned
Issuing samples
Returning samples
Using the Sample Management Report
Using filters to see samples on loan
We have a link to that document at the bottom of this blog. There are some steps to getting set up for managing samples, but it is worth it, and we are here to help. To give you an overview of what it might look like to manage samples using RFMS, click here.
If you understand the importance of samples, you are very likely frustrated by how difficult they are to manage, and by how inconsistently we give attention to them. If you want to use RFMS to help you, there is some set up to be done (which we are happy to help you with), but more importantly, you very likely need to overcome years of bad practice. You need to be prepared for the complaint that issuing samples out of RFMS takes longer than it has done previously. This is almost certainly correct; a process that has previously taken anything from 0-30 seconds will now take a salesperson maybe three minutes. Our salespeople need to understand that this investment of time will pay for itself countless times in returned samples, reduced sample cost, and more sales.
Having said that, the most likely for failure to improve measure management will be non-compliance by staff.
What follows below is recommended best practice for managing samples using the tools in RFMS. If you have suggestions to improve our recommended best practice, let us know.
Sample Management Best Practice
Managing samples is one of the single most overlooked opportunities in almost all flooring businesses. The goal of sample management is not simply to ensure samples are returned but to follow up on the interest.
Recommended best practice:
Issue samples in a branded bag (reusable/recyclable), making it easier for the customer to identify those samples from our store
Identify samples that are loaned more frequently, and have more of these on hand
All samples should be issued via the RFMS management system (we are not just tracking samples, we are creating sales leads)
When issuing samples, get all the customer’s contact information; address, phone numbers and email address. The more information we have, the easier it is to follow up, and the less information we have to gather when we move to the quoting stage
Follow up on all samples loaned within 24 hours. It is much easier to make the follow-up call if we lay the foundation that we will call – “I’d love to know which ones work best at home so I will call you….” Be ready to look for samples to fill any gaps in colour so you can have them ready for pick-up or delivery to their home.
Set expectations for staff when samples are returned. They should be asking questions to ensure we stay on the customer's list of retailers they might want to deal with:
Which sample did the customer like?
Can we help them find other samples?
Have they seen anything elsewhere they like?
Can we arrange a measure?
For conversion rates, include samples issued, i.e. don’t exclude samples from the Quote Information Report
Initially, this will have an impact on conversion rates, but it will be one time, and everyone will be on the same level playing field
If we start thinking about samples the same way we do quotes, our sales will increase
Do we have an expectation as to how many customers who take samples eventually go on to have a measure and a quote?
Sample Management Report:
Salespeople should review this report daily:
Overdue Samples – to follow up on
Sample loan outs that have not yet resulted in Measures and quotes
As a prompt for follow up calls
Managers or sales managers should be regularly running this as a report or a filter:
Discuss sales opportunities with salespeople
See how many samples are being issued by each salesperson; too few and the salesperson is possibly not engaging well with customers, or they are not following the process for issuing samples
The opportunity is to make more sales by giving those customers who take samples the same care and attention we give those for whom we have measured and quoted.
We all want more store traffic, but are we making the most of the traffic we are getting?
Any flooring business that gets a handle on sample management will have a significant competitive advantage over its competitors.
Click here to be taken to Sample Process document on our Tips and Tricks page.