Director’s Insight: The Value of Display Stock in Driving Sales

In my 25 years of experience marketing and supplying fans, heaters, and ventilation equipment, one observation has consistently proven true: resellers who invest in display stock for their showrooms sell significantly more than those who rely solely on photos or catalogues.

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The Power of Hands-On Experience

When customers walk into a showroom and see a fan or heater in action, they’re not just imagining its capabilities—they’re experiencing them. They can:

• Feel the airflow from a fan.
• Assess the quietness of its operation.
• Test the warmth a heater provides.

This hands-on interaction bridges the gap between curiosity and purchase, providing reassurance that the product will meet their expectations.

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Building Buyer Confidence

Visuals on a website or in a catalogue can only go so far in showcasing a product’s features. Display stock offers customers the opportunity to:

• Assess craftsmanship, durability, and effectiveness firsthand.
• Build trust and confidence, making them more likely to purchase.

A live demonstration unit can transform uncertainty into certainty, giving buyers the confidence to act.

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The Smart Approach to Stock

My suggestion to resellers is simple:

• Order at least two items of the product you wish to sell—although a pallet is more cost-effective.
• Having larger stock ensures you can meet demand and keep the sales momentum going.

This approach satisfies the customer’s need for instant gratification and builds sales momentum.

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Broadcasting Your Display Stock

Having display items and stock in your showroom is not just an advantage—it’s a selling point.

• Let your local customers know about these displays to drive significant foot traffic.
• When customers know they can visit your showroom to see products firsthand, it increases the likelihood of a purchase.
• While in your showroom, they may also explore and buy other items, leading to even more sales.

Broadcasting this information creates opportunities for engagement and builds stronger relationships with your customer base.

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Increased Sales Through Engagement

The correlation between display stock and increased sales is undeniable. Resellers who feature live demonstration units in their showrooms consistently outperform those who don’t.

• Display stock transforms products from static items into interactive solutions that resonate with customers’ needs and desires.

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An Investment That Pays Off

While some may view display stock as an additional cost, it’s better to see it as an investment in sales growth.

• A single demonstration unit can drive multiple sales, making it a cost-effective strategy.
• It signals a commitment to quality and customer experience, differentiating your business from competitors who rely solely on static visuals or descriptions.

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A Lesson from 25 Years

Over the years, I’ve seen how creating meaningful product experiences leads to customer satisfaction and increased sales. Whether it’s a fan, a heater, or ventilation equipment, the ability to see and feel a product in action leaves a lasting impression.

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My Advice to Resellers

Invest in display stock, engage your customers, and watch your sales grow.

Ian Wymer
Director, Fanmaster