Are you struggling to get your high-priced items off the retail floor?

You may need a more effective approach.

Displaying a product and hoping for the best is unlikely to bring in sales. It’s about creating an experience, building trust, and understanding the unique sales rhythm that big-ticket items require. 

Alex Wright, Vice President at Wright’s Furniture and Flooring, a store specializing in high-end items such as quality furniture, mattresses, flooring, and home decor, is well-versed in this world. With locations across Illinois, his stores serve as a perfect case study in how to sell high-priced items through showroom strategies and post-purchase support. 

Read on to learn the eight strategies he uses.  

1. Understanding the Sales Cycle 

At Wright’s Furniture, Alex explains that selling high-priced items like furniture happens at a much slower pace. “If an item in here sells four times a year, it’s considered okay,” he says, emphasizing how different this world is from fast fashion or convenience retail. That slower pace means retailers must be prepared to wait, sometimes months, for the right buyer.

This patient approach is critical to success when learning how to sell expensive products. Instead of pushing volume, ask your staff to focus on offering real solutions that meet customers’ needs and long-term goals. Train them to prioritize trust-building, educating buyers on value and durability, and following up thoughtfully. That way, when the time comes for another high-value purchase, they’ll know exactly where to go.

2. Why Space Matters 

Alex knows that space is important. Their warehouses have massive square footage (50,000 sq. ft. in Dieterich and 60,000 sq. ft. in Taylorville), giving customers the breathing room they need to visualize their investment. And with good reason. The showroom features approximately 1,200 curated items, ranging from large sectionals to elegant lamps and rugs.

For retailers focused on selling an expensive item, remember that a customer’s ability to explore, compare, and imagine the item in the space is critical. Space adds credibility, as scale implies stability, variety, and quality. 

No matter your square footage, make your showroom work for you. To make it feel bigger, you should:

• Create breathing room between high-priced items so each piece stands out and feels premium.
  
• Stage products in lifestyle vignettes to help customers emotionally connect and visualize them in their homes.
• Incorporate mirrors to create the illusion of more space and showcase scale.

This will elevate the in-store experience and also position your brand as a high-value destination. When customers feel confident and inspired in your space, and can envision the item in their space, they’re far more likely to invest in your products.

3. Mix Quality, Uniqueness, and Recognizable Brands

Wright Furniture’s product curation blends the familiar with the exclusive. They carry staple brands like La-Z-Boy, Flexsteel, and Tempur-Pedic, which are all well-known names that build consumer trust.

But it’s their unique offerings that elevate their showroom: Italian-made Max Divani leather furniture, Green Gables pieces crafted from reclaimed barnwood, and an exclusive mattress line made in Springfield, Illinois. This range appeals to both safe and adventurous shoppers. 

If you’re looking to sell more high-priced items, build a mix of premium, recognizable brands alongside local and niche products. Limited availability can also create a sense of urgency and perceived value. This approach gives buyers a sense of urgency and a deeper emotional reason to invest.

4. Deliver a Memorable Experience 

From the moment a customer enters Wright’s Furniture, the focus is on providing an exceptional experience. Everything on the floor is for sale, making every item available immediately, without the frustrating wait for warehouse orders.

Their sales approach begins with listening and asking customers the right questions, such as, “Do you have kids? Pets? Will this be used in a lake house or every day?” This customer-centric strategy builds trust, so that customers walk away with something that suits their lifestyle. 

Don’t forget post-purchase care. This seals the deal. The team at Wright’s Furniture follows up, resolves delivery concerns, and even helps with warranty claims. 

To consumers, higher-priced items equal a luxury experience. That means service should be the priority from start to finish. You should train your associates to ask the right questions, regularly check in, and follow up when the sale is complete. Those details, coupled with small perks like free delivery and setup, will leave a lasting impression.

5. Know When to Let Go

Alex knows that every high-priced item doesn’t earn its spot forever. If an item isn’t paying its rent in the showroom, he discounts it and closes it out. That approach keeps the floor dynamic and focused on products that truly resonate with his customers.

For retailers learning how to sell high-end products, it’s important to regularly assess the return on investment (ROI) of your floor space and eliminate underperforming areas. The longer a piece sits unsold, the more it costs you in opportunity. Freshness is key, even when items come with a high price tag.

Not sure where to start? Begin by auditing your high-priced items. Track how long each one takes to sell so you can spot slow movers, then set clear timelines for when to mark them down. This will help streamline your decision-making. 

Once you’ve identified those pieces, consider creating a “luxury deals” section in-store or online to move them more efficiently, while still protecting your brand image.

6. You Need a Digital Storefront

Even online, first impressions matter. Nowadays, people often visit websites to determine which brands are worth their time and money. Alex makes sure that the online presence of Wright’s Furniture reflects a showroom-like quality: inviting, clean, and relatable.

If you’re exploring how to sell high-priced items online, make your website feel premium and easy to navigate. Think of it as your silent salesperson that’s working even when your doors are closed. To enhance your website, you can:

• Use high-quality photos that showcase textures, scale, and detail.
• Incorporate 3D tours or videos to give customers a sense of space and flow.
• Stage items in lifestyle settings to help shoppers imagine the piece in their own home.
• Ensure your site is mobile-friendly and fast-loading, so the experience feels seamless and professional.

These will go a long way in helping shoppers make a final decision on their purchase.

7. Hire for Personality, Train for Skill

In a world of $3,000 recliners and $5,000 sectionals, personality matters just as much as product knowledge. Alex understands that while you can train someone to learn furniture specs or navigate a software system, you can’t teach someone how to be genuinely likable. That’s why he hires based on energy, attitude, and personal connection. He knows customers are more likely to trust and buy from someone they enjoy being around.

When you hold interviews, what are you focused on? If it’s just retail experience, you might want to redefine your hiring criteria. Look for candidates who listen well, speak with empathy, and know how to build rapport. Then invest in product and systems training to fill in the gaps. Having a friendly and trustworthy team will always outperform a technical expert who can’t connect.

Conclusion

What Wright’s Furniture shows us is that knowing how to sell high-priced items is really about creating an experience that justifies the investment. It’s a patient, strategic, and personalized process. With massive showrooms and deep post-sale support, everything they do reassures the customer that this big decision is the right one.

If you’re ready to succeed in this space, it’s helpful to treat each shopper like a long-term partner. In the business of high-priced items, you’re selling a product, but you’re also selling trust, comfort, and longevity.

Want to learn more about other Illinois retail leaders? Read inspiring stories from retailers across Illinois who are making a difference.

If you loved learning about the story of Wright’s Furniture and know a retailer who deserves recognition, Nominate A Retailer to submit your nomination!