How to sell to Newbies

Brian Webb of super-fabricator Sierra, continues his tongue-in-cheek look at consumer stereo-types and provide top tips on how to maximise your appeal to them.

This week he considers first time homeowners.

Probably borrowing heavily from their parents (most likely baby boomers) simply to get on the property ladder, price will be important. They will have probably taken on doer-uppers and be urban pioneers in ‘up-and-coming’ young professional areas. How much they’ll spend will depend on how big mum and dad’s bank account is or how much they have managed to squeeze out of the bank but they’ll be coming to the end of the project and most likely their funds.

Be prepared to be asked “how far two grand will go?” Price will necessarily be the deciding factor.

Product appeal:

Windows – This will most likely be a distress purchase and they will be looking for something that is serviceable.
Opportunities to up-sell will be limited but they may have an interest in the environment so push WERs.

Top tips:

Use a volume discount, they may be able to tap mum and dad up for a little bit more if they can say it’s a better deal.
Make sure you have a finance deal in place.

Next week: (Un)happy families