ᐅ Strategy for Buying a Kitchen / How to Negotiate Effectively?

Created on: 6 Aug 2020 16:47

I’ve started planning my kitchen and feel completely overwhelmed. It feels like being at a bazaar. Exactly what you see on TV shows happened to me. So far, I’ve visited 4 kitchen showrooms. I’m still waiting on the design and price from 2 of them. These are smaller studios, so I’m curious to see what they come up with.

But with the other two, it went exactly as expected. Twice I asked the manager for a discount, and it turned into a kind of show. The comments were laughable: “We can do it for price X, but then we won’t make any profit on you. The manager will probably want to talk to me about this.” Even after the second discount, I still felt like I was paying too much. Both salespeople set deadlines for me. One even said I had to sign the contract that same day.

I also don’t know how to negotiate smartly or what the right tactics are. I don’t really know the actual value of my kitchen. When does negotiating become unreasonable? How do you know for sure when there’s no more room to negotiate? Are there actually people who don’t negotiate at all and just accept the first offered discount? I’ve wondered about that too. It’s a shame I don’t know any kitchen salesperson personally to get insider tips.

Since I have a lot of expensive requests, I feel almost ridiculous setting my budget too low. The problem is that I can’t compare apples to apples because my kitchen concept has changed with every planning appointment. In my small town, I’ve now visited all the studios except for Roller. There are still studios in neighboring towns, but I already feel like I won’t have a kitchen even after visiting 5 more showrooms.

Nearly all plans are for a Nobilia kitchen, coming to around 20,000 euros (about $22,000), or even more if I include my latest wishes. I’ve asked if I should buy the appliances myself to save money, but I was advised against it. They said they wouldn’t install them due to warranty reasons.

What price would you set if you were in my position? And please share how you got your kitchen and how you negotiated.

My requirements are:
- A tall cabinet row with 6 cabinets, each 60cm (24 inches) wide, boxed in drywall. Two of these should be pantry cabinets with pull-out shelves, and the other 4 will house appliances.

- A kitchen peninsula about 1.2m (4 feet) wide and approximately 3.10m (10 feet) long, with drawers on both sides only.

- I want quite high-end appliances, probably Bosch Series 8 black Carbon Accent line, likely including an oven with microwave, a combi-steam oven, and a built-in coffee machine.

- Cooktop with an integrated downdraft vent, recirculating air, flush-mounted (Bosch Series 8 has been planned so far, but I don’t know how good the cooktop is).

- Very quiet dishwasher, brand doesn’t matter (Bosch and Neff have been suggested so far).

- Refrigerator inside a tall cabinet with 2 bio-fresh drawers, brand doesn’t matter (Liebherr and Bosch have been suggested).

- Ceramic countertop

- Undermount ceramic sink

I don’t want to spend more than necessary. But I realize I probably won’t get everything for 15,000 euros (about $16,500).

How should I proceed?

exto17917 Aug 2020 13:14

#49

Alessandro schrieb:

Exactly.
The original poster (OP) even says that the quotes can’t really be compared because they included more and more extra requests each time. So what advice can you give in that case?

I specifically wanted an adjustable-height range hood, which not every showroom could offer. So I was already limited there. Also, you are regionally restricted. It seems to me the OP is struggling with the quoted price because it’s too expensive for them.
Many consultants ask upfront when the kitchen is planned, as their project books are so full they no longer need customers who haggle over every last dollar.

I paid my tiler €100/sqm (about $100/sq ft), which is ridiculously high. But at the time I needed one, there were only three companies available. All charged between €90-120/sqm (about $90-120/sq ft).
What else can you do?
This has nothing to do with transparency or rationality. Prices are simply determined by supply and demand.

That’s exactly the point. The OP has to deal with this and know exactly for themselves: I want this and that! Then they should take their fully detailed plan based on the initial quotes they already received back to the kitchen manufacturers and have each supplier offer exactly the same thing. Anyone who can’t do that should be excluded. That would be my approach. Just as an example... otherwise, it remains non-transparent and a fair comparison is impossible.

If the OP doesn’t want to do that, which I can also understand, then the decision is down to price and the positive feeling they might get from a supplier. But that doesn’t really have anything to do with comparing quotes, since they might be comparing, for instance, a Mercedes A-Class 180 with a Mercedes A-Class 200 – AMG. Just to illustrate the point.

There are only two options:

- Clearly define what you want, take the time, and create your kitchen layout on a sheet of paper yourself using the information you already have from the kitchen manufacturers. Choose specific models and brands and ask each kitchen supplier to quote exactly those items. Only THEN can you compare on a one-to-one basis.

- Get quotes for “similar” kitchens and choose whichever matches your price range, consultant experience, and quality preferences best. Nobody can provide a pricing strategy here, since you don’t have exact comparable quotes. Therefore, you will never know if the manufacturer is overcharging or if the offer is actually good. So you can negotiate a bit with “give me some discount, or I’ll buy elsewhere...”

Alessandro7 Aug 2020 13:24

#50

Shiny86 schrieb:

@Alessandro
How did you approach the kitchen topic?

I visited a total of three kitchen suppliers that could offer what I absolutely wanted.
All were in the price range between 19,000 and 22,000.
I eventually chose the one where the consultant honestly explained all the pros and cons regarding drawers, opening systems, surfaces, and electrical appliances. I was also allowed to touch and try out all the different options. For drawers that hold 40kg (88 lbs) of plates, the quality of the sliding system really shows. Also, there are huge differences even among soft-close systems...
The consultant remained very patient and friendly even when my wife changed the surface color for what felt like the tenth time.
I was able to negotiate a 3% discount and left with a very good feeling because I really liked the store and the consultant.

The biggest problem with these things is the following:
The very friendly, knowledgeable consultant who takes the time likely earns a salary that motivates him accordingly.
That’s why this supplier probably won’t be the cheapest option.
If you then go with the free planning service from the local low-cost provider and end up choosing them just because they are 500 cheaper, the excellent professionals in this industry will eventually disappear.

Of course, 500 euros here and 300 euros there add up when building a house. Still, at least I am willing to reward good and competent advice. That’s why I compared it to tipping earlier.

Scout7 Aug 2020 13:25

#51

pagoni2020 schrieb:

There is actually less really bad quality nowadays; even at OBI, you can now get fairly decent kitchens. Don’t let yourself be pushed into anything—do what suits you and what you like.

OBI is actually just another sales channel for Küchen Quelle (the owner of OBI in Franconia has a stake in that company).

Besides Kempfle, Wellmann, Pino, Nobilia, and Störmer, Küchen Quelle also sells Häcker.

pagoni20207 Aug 2020 13:28

#52

Alessandro schrieb:

My comparisons, which you dismiss as silly, are simplified examples using different products.

No, I was specifically referring to your comparison that people act like fools when dining out.

Alessandro schrieb:

The pricing of such kitchens and the margins of each business depend on so many factors that one has to add more, another less, even if they come from the same manufacturer.
Also, hours of consultation with potential customers who ultimately do not purchase have to be factored in.

Of course; that applies equally to Ikea as it does to Bulthaup.

Alessandro schrieb:

Of course, I questioned many things during my house construction, but in the end, you have to pay the market price, even if it appears overpriced.

If something is “overpriced,” meaning clearly not justified by quality, performance, or market rates, I don’t buy it. I pay usual market prices, and if the performance is good, I also pay more—but never “overpriced.” That means I miss out on some things, but I accept that consequence.
By the way, I’m different from you regarding dining out. With poor service, I actually leave zero tip and don’t mind unpleasant looks; with excellent service, I tip generously and enjoy the friendly atmosphere.

Alessandro schrieb:

Because you eventually need things like a kitchen, bathroom, toilet, etc., and you don’t have unlimited time to shop around. Similar to financing.

…and that’s absolutely personal and everyone must find their own way. For my first house, I had little time and paid whatever came; now I have time, so I research and check. Both approaches are valid, since I’m the one paying and the other party is under no obligation to do business with me—they can say no.

Alessandro schrieb:

This topic could be settled with the answer ‘get several quotes and compare apples to apples.’

In my opinion, that’s a good approach, although for the reasons mentioned above, I personally choose the contractor or company first and therefore discuss price less.

Alessandro schrieb:

…but apparently there’s more to this…

Yes, in my opinion especially in the kitchen sector, the possibility to make such comparisons is deliberately and actively avoided; suitable software solutions are often used to make these “apples-to-oranges” comparisons nearly impossible.
I’m not saying that fraud is everywhere, but it’s something to keep in mind—generally: “Keep your eyes wide open, not just in traffic.”

Alessandro schrieb:

The comparison with the argument between me and the electrician doesn’t fit here at all, as this was about something completely different.

I understand that, but I could relate both to your feelings and to the other side to some extent. The issue is that afterward no one feels uncomfortable, as you did. If everything—including prices—had been clearly explained to you as a layperson, you wouldn’t have experienced that frustration.
For me, it’s exactly about clarity and transparency for the customer, not about avoiding payment or wanting something bigger.

Alessandro7 Aug 2020 13:39

#53

pagoni2020 schrieb:

If something is "overpriced," meaning deliberately disconnected from quality/performance/market price, I simply don't buy it.

Then you will have to wait forever for certain things or might not get them at all. Manufacturers and service providers in the home construction industry do not lack customers, which is why they set prices with a "take it or leave it" approach.

pagoni20207 Aug 2020 13:40

#54

matte1987 schrieb:

This is how our kitchen purchase went:

Initially, I did some basic planning and received a few vague offers. I then decided to make the process as transparent as possible:

I planned my kitchen with the kitchen planning tool (intentionally misspelled here because it gets censored) and chose a manufacturer, in our case Schüller with a 600mm (24 inch) cabinet system. Then I decided on every cabinet, including the layout of the drawers. I also selected all the appliances myself, as well as the fronts, handles, and stone countertop.

With this information, I went out and requested offers for the kitchen.

1. A small local furniture store, where my parents had shopped 30 years ago, family-owned, very friendly.
2. A large furniture store, famous from advertising with the large red chair.
3. Another large furniture store.

The first store gave me an offer of about €21,000 (around $22,000). After a short discussion, I got a €300 (about $320) discount because they didn’t have to do any planning service. Using that as a benchmark and feeling confident, I went to the second store.
They first wanted about €45,000 (around $47,000), only to offer me the kitchen for €35,000 (about $37,000) after some negotiation. After things got unpleasant, because they accused me of just wanting a comparison offer, they went back to their boss and came back with roughly €28,000 (about $29,500), but only on that day.
Seriously? Of course, I want a comparison offer! That’s normal in other industries, but it’s clearly not welcome here...
I got angry, stood up, and rejected the offer, saying that it was too non-transparent for me and I wouldn’t deal with that.

The third store offered the kitchen for about €23,500 (around $25,000) right from the start. When I told the representative that I had declined because I found a better offer, she wanted to know how much we would pay and said she could still improve the price. But after I told her the offer, she declined and advised me to accept that offer. That’s what we did, and we even negotiated two oak cutlery inserts included.

It’s like everything else in life, just more intense:
If you don’t compare apples to apples, it’s hard to get an overview. My route was long and tedious, but it was worth it. On top of that, the kitchen really works well and is practical for working in.

@kbt09
I would do it the same way again, or just go with Ikea.

Congratulations on getting the “reward” for your hard work with a good product and a fair price.
Thanks to this house-building forum, you were able to request a nearly finished kitchen plan from a specific brand. That’s absolutely great and shows the value of the forum, because only with that did an “apples-to-apples comparison” become possible. Most regular, time-pressed customers just walk in and bam.
Option 1 was great, option 3 probably would have been good too, but option 2 shows the significant risks that actually exist—otherwise they wouldn’t push so hard there. And often... fortunately not for you... it works out and people end up happy about a supposed “savings” of $5,000 from a sky-high €45,000 ($47,000) price!

ᐅ Strategy for Buying a Kitchen / How to Negotiate Effectively?

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