How to Sell Towel Warmers According to Your Customers' Needs

Hello and thank you for joining today's webinar, "How to Sell Towel Warmers According to Your Customers' Preferences," hosted by WarmlyYours Radiant Heating. I'm your moderator, Scott Rosenbaum, and I will take approximately 20 minutes to discuss how to identify your customers' needs and effectively cross-sell towel warmers. Selling towel warmers in your kitchen and bath showroom can significantly add revenue to your business, so we want to ensure you're equipped with all the tools and knowledge to maximize your sales.

Cross-selling is one of the easiest and most effective methods of selling, and showrooms are the perfect place for it. When customers are purchasing big-ticket items like cabinetry, countertops, flooring materials, and in-floor heating, this is the ideal time to discuss lower-priced upgrades like towel warmers. For customers looking to remodel a bathroom, towel warmers present the best cross-selling opportunity, as they can be installed in any bathroom and fit seamlessly with any design scheme. Additionally, they contribute valuable revenue to your business that you would otherwise miss. Our towel warmers range in price from $149 to $599 MSRP, offering a wide variety of options. The number of bars ranges from four to ten, and they come in hardwired or plug-in models, with polished or brushed finishes, and styles that range from simple to modern.

The first step in identifying your customers' needs is to understand the context of their project. Are they remodeling a bathroom, replacing fixtures, redoing the electrical, changing the flooring, or replacing the vanity? In any of these scenarios, towel warmers can serve as a great add-on. The next step is to determine which towel warmer to promote. Gathering information about your customer's bathroom, their style, and what is important to them in that space is crucial. For instance, if your customer is updating a small bathroom, they may be limited on wall space. In this case, WarmlyYours offers two excellent options: the freestanding Barcelona Towel Warmer, which has eight bars and plugs into a standard outlet, and the Elements Towel Warmer, our smallest model featuring a swiveling base that takes up minimal wall space. The Elements Towel Warmer is also our most affordable unit, boasting a contemporary serpentine design with four bars, making it a great choice for small bathrooms on a budget.

For customers remodeling or updating a larger bathroom, larger towel warmer models should be recommended. Our largest and newest model is the Metropolitan, which measures nearly 20 inches in width by 41.5 inches in height and features ten square bars. The Riviera offers a greater width but a shorter height at 24 inches wide by 32 inches high, with a curved tubular profile and nine bars. Similarly, the Infinity model is nearly 24 inches wide by 32 inches high and features ten bars. The substantial size of these towel warmers can elevate the overall look of your customer's bathroom. Regardless of bathroom size, the primary reason homeowners are interested in towel warmers is their functionality. Whether your customer is spending $10,000 to remodel their bathroom or $1,000 to upgrade a few fixtures, a towel warmer can enhance their morning routine by heating towels and robes.

Most of our towel warmers radiate around 150 watts, allowing them to heat up quickly and provide warm towels as soon as one steps out of the shower or tub. Additionally, they can add supplemental warmth to the room, which is appealing to any homeowner, especially considering the discomfort of stepping out of a warm shower into a chilly room. Furthermore, electric towel warmers are incredibly energy efficient; on average, it costs less than two cents to operate one of our 150-watt towel warmers for one hour. If left on continuously for an entire day, the cost ranges between 14 and 22 cents. Our Elements Towel Warmer is even more energy efficient, consuming only 60 watts, which is comparable to a standard light bulb. Operating this model costs less than a penny for an hour and under nine cents for the entire day.

Customers who prioritize energy efficiency and low operating costs are likely also interested in an overall affordable price. WarmlyYours towel warmers have an MSRP between $149 and $599, and we've found that most homeowners are willing to spend around $400 for a towel warmer, placing our products right in that sweet spot. Conversely, some customers are drawn to the trendiness of towel warmers. While not everyone has had the chance to visit Europe, those who have often notice that towel warmers are a common feature in hotel bathrooms. In the U.S., towel warmers are not as widespread, making them a trendy bathroom accessory. According to Better Homes and Gardens, Remodelista.com, and other reputable sources, towel warmers are among the top ways to add affordable luxury to a bathroom. This trendiness will appeal to customers who are always looking to have the latest and greatest features in their homes.

In the showroom, you can promote a towel warmer as the focal point of the room due to its unique and trendy nature. Your customer's style also plays a vital role in selecting which towel warmer to cross-sell. This can be as simple as choosing a specific finish, such as brushed stainless steel or polished chrome. An HGTV article suggests that homeowners should aim for uniformity in hardware finishes throughout their bathrooms. For example, if a customer has a brushed metal faucet, brushed metal lighting, and a brushed metal shower bar, they should also select a brushed metal towel warmer. However, the article also notes that homeowners can mix finishes as long as there isn't just one item that stands out negatively. If only one item has a different finish, it may attract unwanted attention and appear out of place.

As a showroom owner or salesperson, it is essential to determine the existing finishes in your customer's bathroom to tailor a towel warmer to their design. WarmlyYours offers towel warmers in both brushed and polished stainless steel finishes. The brushed stainless steel towel warmers include the Infinity, Riviera, Barcelona, and Studio models, while the polished stainless steel options are the Riviera, Sierra, Metropolitan, and Studio. The Elements towel warmer features a polished chrome finish. According to our internal data, brushed stainless steel towel warmers were the most popular models last year.

Another style-related aspect to consider is how high-end your customer wants their bathroom to look. While towel warmers are an affordable luxury that can enhance any bathroom, those aiming for a pristine spa-like ambiance should consider promoting our hardwired models. These include the Infinity, Riviera, Sierra, and Metropolitan models, which conceal all wiring within the wall for a clean appearance. Our hardwired towel warmers also come with hidden wiring mounts for single stud installation and feature programmable timers, allowing homeowners to set their towel warmers to warm up at specific times.

Conversely, some homeowners prioritize convenience over aesthetics. In such cases, a plug-in towel warmer is the best option, as it is easy to install and can be moved from room to room or house to house. The plug-in models, including the Infinity, Barcelona, Elements, and Studio, simply plug into a standard outlet, similar to any other appliance. Additionally, these towel warmers can be bundled with Belkin's WeMo switch, enabling homeowners to control the towel warmer remotely using their smartphones or tablets. Once the homeowner downloads the WeMo app, they can turn the towel warmer on and off from any location. The application also integrates with IFTTT (If This, Then That) services, allowing the towel warmer to turn on or off based on specific triggers, such as sunrise or sunset.

With this knowledge, you can effectively cross-sell a towel warmer with any other bathroom purchase by getting to know your customer better. To finalize the sale, it's essential to show your customers what they are getting. The WarmlyYours Towel Warmer Showroom Display Package allows your customers to experience the luxury and comfort of heated towels firsthand in your showroom. You can choose from four towel warmer models to install: the Infinity, Riviera, Sierra, or Barcelona. The package also includes a WarmlyYours branded towel and a supply of brochures for our Towel Warmer and Radiant Panel products. You will be rebated 50% of the MSRP of the towel warmer with your first customer order.

If you have any questions or would like to request more information about any of our products, please contact your account manager. If you are unsure who your account manager is, you can easily find out by checking your online account or by contacting us at 800-875-5285. Our team will be happy to direct you to the correct person. For on-site installation assistance, you can always reach out to our tech support team at the same number, and we will be available to assist you 24/7.

Now that you have all the information you need to effectively sell towel warmers to your customers, remember that they won't know what they're missing unless you bring it up and ask for the sale. Use these tips to recommend the most appropriate towel warmer for their space. For more information about each of the towel warmers that WarmlyYours offers, please visit warmlyyours.com/towel-warmers.

We will now address some of the most common questions we receive from our customers about towel warmers. The first question is whether a towel warmer needs to be wired to a GFCI circuit or outlet. We recommend wiring it to a GFCI protected circuit, as this is the best practice. However, always follow your local electrical code rules when installing any electrical device in your home.

Another common question is how close a towel warmer can be installed to a shower or tub. This depends on local code authority guidelines, but we suggest maintaining at least two to three feet of distance from the shower enclosure or tub. Customers often ask if towel warmers can be installed upside down to change the power access point. The answer is yes; on most of our hardwired units, the power access point is located on the lower right side. Rotating the towel warmer 180 degrees will place the power point in the upper left corner. While we cannot switch from lower right to lower left, this rotation is possible. For any questions regarding this installation, feel free to give us a call.

Can towel warmers warm up a bathroom? Yes, they can serve as a supplementary heat source, but they should not be relied upon as a primary heat source. Most of our towel warmers radiate 150 watts, which equates to approximately 511 BTUs. While they can add warmth to the room, they are not designed to heat the entire space. These are some of the most common questions we receive from customers on a daily basis. If you have any additional questions, please do not hesitate to reach out to us at 800-875-5285.

Thank you for listening in. We sincerely appreciate your time and hope to be in touch with you soon. If you have any questions at all, please feel free to contact us at 800-875-5285 or info@warmlyyours.com, and we will be happy to assist you. Until then, stay warm and be radiant.