As
the oldest hardware store in New York City, Simon's Hardware & Bath
is the poster child for small businesses that adapt to times and
change. Continuing to evolve after over 100 years in business, we all
can be inspired by the fact that their secret to staying in business for
so long is staying true to the heart of success in this industry.
Simon's began as a hardware store and evolved with the addition of
kitchen and bath products and then two more locations due to their
stellar reputation amongst designers and architects. The core values
and tradition of small business - offering exceptional customer service,
knowledge and support - will always retain its value in the decorative
plumbing industry. Simon's Hardware has certainly captured the essence
of its market.
Recently,
I had a chance to talk a bit with Derek Hankins, a lock sales
specialist at Simon's location at 3rd Avenue in New York City, and Sam
Dinacola, the Marketing Manager:
Phil: Derek, tell me a bit about yourself.
Derek: I graduated from Gettysburg College with a BS in Economics, and have been in the industry for 2 years.
Phil: What is the biggest surprise to you about our industry?
Derek: Every day is different.
Phil: What do you believe is the most challenging aspect of our industry?
Derek: Staying on top of sales volume.
Phil: If there is one thing you can sell, it's...
Derek: Architectural and decorative locks.
Phil: Have you registered for the Recognition Program yet, and if so, have you completed any category tests?
Derek: Yes and yes.
Phil: Have you benefited from participating in the Recognition Program?
Derek: Yes.
Phil: One thing my coworkers don't know about me is...
Derek: I am a personal trainer.
Phil: When your friends ask, "You sell toilets?" you say...
Derek: I don't, I sell hardware.
Phil: Sam, what makes Simon's Hardware & Bath unique?
Sam:
Our staff's experience level is really what separates us. Many of our
sales specialists have over 20 years of experience, which really helps
with product knowledge, education and keeping up with industry trends.
Our clientele consists mainly of trade professionals and retail
consumers. We offer quality and personalized service to our trade
professionals as well as having the ability to educate retail consumers
who may not have as much experience.
Phil: What can we do as an industry to move forward?
Sam:
Raising awareness of the value of having a professional help visualize
the design process. Possibly even creating a virtual reality experience
for the customer to make the process more enjoyable and realistic.
Using technology to enhance the customer experience.
Phil: What do we need to do as an industry to raise awareness of the value that showrooms provide?
Sam: Focusing
on adding value through a consistent brand message. One of our goals
in 2017 is to increase content marketing through social media and
blogging, to not only offer our high quality products but also how-to's,
design trend reviews, and customer project highlights. Continue to
find new ways to deliver your showroom's value to the customer by not
only offering fantastic products through a great experience, but by
helping them build their own knowledge and expertise, those add-ons will
help differentiate showrooms from both online and offline competition.
Phil: Derek, how about a few fun personal questions to conclude things. What's your favorite vacation spot?
Derek: Fishers Island, NY
Phil: One day I'll...
Derek: Run my own business.
Phil: Your favorite food?
Derek: Salmon
Phil: What is your favorite hobby or pastime?
Derek: Fishing and hunting.
Phil: The first thing I'd do if I were King/Queen, is...
Derek: Turn Monday into a second Saturday.
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