Top Tips For Selling Grills

Outdoor cooking is a big business. More than 14 million grills are shipped across the nation each year and more U.S. households now own a grill than have cable TV.

More than that, the trend for outdoor grilling has morphed into a year-round obsession. What this means for dealers seeking entry into the industry is that grill sales have become a sustainable and lucrative long-term investment.

So how can you, a dealer or retailer, get started in the business and expand and compete effectively? Here are some tips to get you rolling:

If I want to break into the grill category, how many brands should I carry?

You’ll want to carry at least two to three brands, but avoid carrying product lines that are overtly similar. Aim for different technologies, designs, sizes and price ranges. Ideally, you’ll have a good, better and best offering. Start with a base product line like Saber, for example, with price points ranging from $800-$2,000. Pick up a better line of product with a Twin Eagles-type grill and price points beginning in the $2,000 range and then, if you have the consumer demographic to support it, offer one super high-end line, like Alfresco Grills, which start at $4,000 and keep climbing.

People shop for grills the same way they shop for any major appliance: Some walk in the door demanding only the best while others are looking to leave with a well-constructed, more basic model. The bulk of your sales, however, will usually occur in the “good” grill price range.

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How do I go about choosing the right partners for my investment in the category?

The key word here is exclusivity. You want a partner committed exclusively to the specialty retail channel. This means they don’t sell the exact same product line to you and a mass retailer. Without exclusivity, there’s no way to establish yourself as a destination point for your consumers.

Another thing to look for is experience. The good guys have been around for 40 to 50 years and have built millions of grills. They have a reputation for safety, performance and longevity. Watch out for the Johnny-come-latelies. There’s nothing worse than building a franchise for a brand only to find, when your customer is standing before you ready to buy, that you can’t get product. This is a small community so don’t hesitate to ask other dealers for recommendations.

How much space do I need to allot in my store?

Hear me on this: Grills are not something you stick in a back corner of the store and expect customers to find. Draw up a floor plan. For four-to-six samples across two-to-three product lines, plan on 150- to-200-square feet – and be sure to leave room for customers to walk around and “kick the tires” on each unit.

OK, I’m ready to do grills, but what else does it take to be serious – and profitable – in the category?

Don’t laugh, but the No. 1 thing that will make you profitable as a dealer is having a real passion for your product line. Customers want someone who lives, breathes, understands and embodies grilling. Think of it this way: You don’t want to be at a BMW car dealership and have the salesperson tell you they drive a Ford. Grills are a hands-on category, which means it can take up to two years for a salesperson to really learn a line. Be prepared to do a lot of Saturday grilling demonstrations, to answer personal questions about what grill you own and why, and to be a consistent and passionate provider of customer service throughout the buying and ownership experience.

What accessories should I offer?

Accessories are critical and, more important, profitable. Think about your environment and stock the must-have accessories. Are covers important? Is your customer base interested in rotisserie? No customer wants to hear they’ll have to wait 10 days for their conversion kit to come in before they can use their grill. Stay on top of demand by knowing your consumers’ needs.

Once I make the sale, how much follow-up is involved?

The quick answer: As much as the customer wants. Follow-up is the reason people choose to buy from dealers. They’re looking for someone they can depend on if something doesn’t go right. Grills are an investment and you’re dealing with a higher-end customer. The expectation of superior customer service – especially after the sale – is all part of the deal. Remember, you only get one opportunity to make a good impression; don’t waste it. In today’s hyper-competitive marketplace, consumers can be choosy where and with whom they spend their money.

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Are grills a seasonal category?

Certainly spring and early summer are peak selling periods, but grills now represent a year-long investment. Having lived there, I can attest that people in Minnesota think nothing of grilling a steak in 30 inches of snow. Add in holidays, and that grills have become the new go-to gift for occasions like Father’s Day and weddings, and it all adds up to year-long sales and sales growth for your store.