Page 17 - NECO News

“My sister, Emily, is 15. She can’t work here yet but I assure you she will probably run the store someday,” Brian Nathan said. “We’re an appliance family.”
In fact, even the staff members who work at Appliance World become part of the appliance family.
The biggest challenge facing the business, Nathan said, is finding sales people who can embrace not only the countless details about Appliance World’s huge range of products, but also the customer-centered culture of the modern day business.
“Our biggest issue is that because we want to provide such a high level of service to these customers, we need product spe- cialists who, all they know is appliances – everything about ev- ery brand,” he said. “That’s a tough thing to ask of people. Just as much time is spent training on our culture and customer ser- vice. That’s not something you can read out of a book.”
When they find a person who fits these qualifications, Na- than said, they offer as much training as possible. In addition, manufacturers also provide training.
“Once we know they’re right for us, we do everything we can to help nurture that growth,” he said. “We’re constantly working on getting better as a team.”
The customer-first philosophy extends beyond the team’s at- titude. One of the things that sets Appliance World apart from its competitors is the cooking demonstrations that take place in the company’s two showrooms. Though cooking demonstrations are becoming more and more popular among appliance dealers, it has been part of the Nathan family business from the start.
“When people are making these purchases, they’re large purchases,” Nathan said. “We want to be able to show them how the product works. On weekends we have a chef cooking food, so people get a feel for what it’s like to own these products. A lot of the appliances today have features which enhance every cook’s ability, but unless we show them the features, they are unlikely to ever learn to use them.”
Giving customers an opportuni- ty to see the products in action helps them make smarter decisions about their appliance-buying dollars and also offers them something more than the big chains can provide.
“Customers are coming to our store for something differ- ent – they don’t want just price,” he said. “I like to think we’re not just providing an appliance, we’re providing a different level of cus- tomer service. It’s definitely an in- vestment in our customers’ happi- ness and in our own business, but those go hand in hand.”
Another way Appliance World can provide a better experience for customers is through its mem- bership in the NECO Alliance, Nathan said.
“By having multiple appliance chapters work together, we share a single voice and secure better pricing and programs,” Nathan said. That includes getting access to exclusive manufac- turer rebates that would not be available to customers any other way. “It gives us a level playing ground, where previously, the national chains dominated.”
Participating in NECO makes it possible for Appliance World, as well as all the other member dealers, to offer both competitive prices and the specialized customer service you can only get from an independent dealer.
“The truth is, we’re all stronger together than we are apart – that’s the important thing to keep in mind,” Nathan said. “While we’re all competitors with each other, we work coop- eratively so we can all grow together. We’re more attractive as a whole to manufacturers. It definitely adds to the power we have within our industry to affect the kind of competitive change we want to see.”
Thanks to the vision of the Nathan family, Appliance World continues to build. In 2012, there was a major renovation of the main store in Huntington, N.Y., to include a 15,000-square foot showroom with live kitchens. The other store, in Oyster Bay, N.Y., is relocating into a new updated building that also features live kitchen displays.
Nathan said continuous growth and outreach is always on the agenda, provided its in keeping with the company philosophy.
“We want to do it right, every time,” he said. “Planning and predicting are important to the success of our company and as we grow, we look to improve upon our current systems, like warehousing and quality delivery teams. Our goal is to be the best independent retailer out there, and by constantly changing and improving our current setup, we have been moving in the right direction.” N
DECEMBER 2016
NECO News 17
Brian Nathan, one of three brothers, aids in operations at Appliance World.