How do you sell the kitchen of the future?

Vision 2030

We talk to Mark Iesberts, general manager of De Keukendesigners, an alliance of 35 kitchen specialty stores in the Netherlands that have put their heads together and joined forces in the areas of marketing and joint purchasing. The Keukendesigners focus on the middle and high segment. We wanted Mark to tell us what the most important prospects are for selling the "kitchen of the future". And, what will that kitchen actually look like in, say, the year 2030?

According to Mark, the first perspective is perhaps the most important. "The first thing for any specialty store is to have the guts to really choose. I see that kitchen specialty stores often still find this difficult. Many entrepreneurs would like to serve everyone, but they can't. I have therefore made this choice consciously together with our entrepreneurs within our concept of kitchen designers! We know what we want."

At that point, then, you also know - for the most part - what the customer's wishes are and how to move toward a final product that is completely customized. After all, the kitchen is and always will be a composite product. It is now. But it will continue to be so in 2030. Yes, I agree that convenience is going to play an even bigger role. On the other hand: a combi-microwave, a dishwasher and a refrigerator... We will still have these in the kitchen in a few years. I don't see so many revolutionary changes there. Of course the role of technology will increase. But the basis remains: the kitchen will continue to be a meeting place for friends and family where cooking and conviviality come together.

Personal attention

Mark is convinced that an aspect such as "personal attention" for consumers is going to play a greater role if the kitchen specialty store is to maintain its right to exist. Also on the way to selling the kitchen of the future. "A sales meeting now is already substantially different from a few years ago. The consumer who walks into your showroom already knows everything. And yet - as a salesperson - you have to be able to tell them something they don't already know. As a salesperson, you have to explain the added value of both your product (the kitchen) and your company to the consumer. Basically, then, it's about being able to convey what you stand for as a salesperson, including as a kitchen specialist. This is only possible if you listen carefully to the customer and are genuinely interested. Your showroom can look so beautiful with the most beautiful and modern kitchens that say everything about "the future of the kitchen", if the consumer does not feel understood he will not make a purchase.

Training

Being able to sell well also means, by definition - according to Mark - having expertise. And that you have to build it. "Compare it to professional top soccer players. They train every day. Sometimes twice. Well... meanwhile, I have enough experience in the kitchen industry that I know that selling in the kitchen industry is actually also top sport. The trade professionals will agree with me. But ... then why don't we train ourselves every day? In short, if you want to say anything at all about the kitchen of the future, (self)study is economically vital! Every day you improve yourself!"

Kitchen of the future

So what does "The Kitchen of the Future" look like in 2030? Mark has to laugh. "It's all not that complicated. I think the kitchen of the future will become even more the heart of the home where consumers want quality time. This kitchen will have to meet the needs and wants of the customer. Nothing more, nothing less. In 2030, therefore, I do not expect a rigorous change to the kitchen."