Mention credit early—and often.
“Initially mention the credit programs after a solid introduction has been made and then continuously talk about it often during the sale so it is top of mind,” said Eric Wooten, director of retail sales, Johnson Floor & Home Carpet One, Tulsa, Okla. “Opening a line of credit can have a taboo feel to it, but if you’ve been openly discussing it throughout the sale, the customer will be much more comfortable.”
Promote financing in your ads.
Experts say all advertisements should mention the financing programs being offered. The idea is to let the consumer know financing might be a viable option long before she walks through the door. “We promote our programs in our promotional banners, online and radio ads and in store,” said Alan Hundley, vice president of residential sales operations, Shaw Industries. “Constantly hearing about financing helps to drive acceptance and, ultimately, the use of the credit programs.”
The total lump sum presented to the customer can be a much more intimidating number to wrap her head around. That’s why it’s critical to put financing in the proper perspective. “It sounds much less intimidating to say, ‘Would you also like to redo your laundry room for an extra $42 a month?’” Wooten of Johnson Floor & Home Carpet One explained. “You are showing her the affordability to upgrade to better material or to add onto the project.”