Hardware Retailing

APR 2018

Hardware Retailing magazine is the pre-eminent how-to management magazine for small business owners and managers in the home improvement retailing industry.

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April 2018 | HARDWARE RETAILING 13 C hange is good. That's why a growing number of hardware retailers are selling Broil King grills. In an industry that is constantly changing, embrace the opportunity to sell a grill that is made in North America, covers your retail sweet spot and offers amazing performance for years to come. "A quality grill that matched multiple price points was exactly what we thought our customers needed," says Randy Saunders, owner of Southern Pines Ace Hardware in Whispering Pines, North Carolina. The Challenge The "10-mile dilemma." What can your store offer to encourage a consumer to drive 10 miles past the competition and visit you? That customer looks for service, expertise, variety and a retail experience that instills confidence in their buying decisions. According to a survey by Think Jar, an advisory and research think tank, 86 percent of consumers will pay more for excellent customer service and a great customer experience. Here are some simple things you can do to ensure your customers have a great experience in your shop. • Offer a selection of quality grills in the price points that fit their budget. • Take advantage of staff training offered by your vendor partners. Not only does Broil King offer training on product features, we also teach you how the grills perform and cook. Remember, you're selling an experience, not a box of technical specifications. • Showcase a range of interesting lifestyle accessories to excite your customers. Show them how easy it is to get into a performance grill that will expand their grilling experience. • Create a shoppable destination. The Feel-Good Story To win the trust and confidence of your customers, you need to tell a story you believe in. Broil King's history is built upon strong North American traditions, focusing on domestic manufacturing and high-quality performance grills. From in-house engineering, painting, enameling, injection molding and aluminum die-casting to quality North American steel fabrication—Broil King is committed to supporting a North American business community. Suppliers, material providers, employees and retailers like you are part of the Broil King product family. Every Broil King grill is built around Performance Grilling Technology, giving your customers the ability to grill anything in any style they desire. Every part of the grilling system is designed to deliver delicious grilled flavor, perfect steakhouse sear marks, great heat retention and even heat control. The Game-Changer Broil King has a wide range of product offerings, with better feature sets and margins, from $299 to $3,000. It also has the largest professional grill accessories assortment in the industry. Look at the retail landscape challenges you face. Everyone seems to be selling the same grills at the same price, with assembly and delivery for free. You shouldn't have to dig deep into your pocket to get the customers through the door or race the big-box stores to the bottom. Broil King has over 50 gas, charcoal, pellet and built-in alternatives. As a result, you'll appeal to a broader range of customers and attract new and profitable business opportunities for your store. "We offer the largest range of quality American-made gas grills, and provide extensive training, because we want you to be successful," says Tim Brideau, director of hardware co-op sales at Broil King. "Your success is our success. We're in this business together." The Payoff The majority of grill sales are made in between $399 and $899, so don't be afraid to sell in this price range. By having Broil King on your salesfloor, you don't have to sacrifice margin or quality and can have a compelling story to offer great selection to your customers. Typically, when you sell an American-made product, you have to sacrifice margin, but that is not the case with Broil King. "With Broil King, it's exactly the opposite," Saunders says. "We're actually boosting our margins over offshore produced grills. It's easy to sell, easy for the customer to understand and easy for our associates to explain, but it's made right here, and we bring more to the bottom line." Read more about how many other Broil King dealers have made a refreshing change and upped their game by checking out our dealer and customer reviews at broilkingbbq.com/become-a-partner. Broil King: It can be a real game-changer for your grill business. It's a Real Game-Changer Broil King | broilkingbbq.com Advertorial " We offer the largest range of quality American-made gas grills, and provide extensive training, because we want you to be successful. " —Tim Brideau, Broil King

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