Rethinking Dealer Roles in Contract Furniture: How Technology and Budget Transparency Drive Business Efficiency
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Rethinking Dealer Roles in Contract Furniture: How Technology and Budget Transparency Drive Business Efficiency
In today’s fast-paced commercial furniture industry, dealers and manufacturers are under increasing pressure to improve project execution, enhance pricing transparency, and embrace smarter business tools. These topics were front and center during the Dealer Pain Point Panel at Design Days—an engaging two-day session co-hosted by Turner & Townsend and Avanto, with insights from industry experts including Avanto’s president, Matt Danyliw.
Joined by a diverse group of dealers and project managers, the panel surfaced honest, recurring challenges—from limited RFP information and compressed timelines to the undervaluing of design and project management work. Together, the group explored how the dealer role is evolving—and what structural and technological changes are needed to stay competitive in the modern contract furniture market.
Persistent Industry Challenge: Budget Transparency in Commercial Furniture Projects
One of the biggest pain points discussed was the lack of budget transparency from clients and A&D (architecture and design) firms. Dealers often begin projects without a clear understanding of financial parameters, leading to late-stage compromises and misaligned expectations.
As one panelist said:
“We have to go back to the drawing board when the furniture numbers don’t align, as we’ve been working blindly without a budget.”
To combat this, many dealers are now proactively building cost estimates — even when no formal budget is provided. By using cost-per-square-foot budgeting models that account for workstation counts, private offices, installation costs, tax, and freight, they’re creating financial guardrails early in the project. This ensures smarter product selection, better client communication, and fewer surprises down the road.
Why Clients Choose Dealers — and Why They’re Often Brought in Too Late
Despite their critical role in project execution, many contract furniture dealers are still treated as secondary players. Clients often make selections based on dealer relationships, not just pricing or product options.
“100% of the time, clients make decisions based on the dealer — not pricing or product,” shared one panelist with over $900 million in RFP experience.
Yet dealers are often introduced after key decisions have been made, limiting their impact on design, budget, and logistics.
Takeaway for dealers: Be assertive. Ask to be included in showroom walk-throughs, RFP interviews, and early-stage project planning. If clients can’t recall who their dealer is after a tour, that’s a lost opportunity.
Stop Saying “Our People” — Start Showing Real Differentiation with Technology
Many dealers still rely on vague differentiators like “our people” or “white-glove service.” While important, these qualities no longer set firms apart in a competitive market.
“Every dealer sounds exactly the same in a showroom tour,” one panelist noted.
The future lies in business automation and smart use of technology. Dealers that invest in project management software, AI-powered pricing tools, and automated client communication platforms are seeing faster project turnaround, fewer errors, and improved customer satisfaction.
Yet adoption is uneven. Dealers who attempt digital transformation alone often face steep costs and inconsistent implementation. The key? Collaborate and invest smartly.
Building a Better Future: The Case for Industry Collaboration
The panel emphasized that industry-wide change requires a collective effort. From sharing pricing benchmarks with brokers to requesting early dealer representation in RFP processes, dealers can work together to elevate standards across the contract furniture industry.
Some suggested tactics:
- Develop and share cost education materials (e.g., per-square-foot one-pagers)
- Push for consistent inclusion in client meetings and showroom tours
- Align with other dealers to set shared expectations for project budgets
Final Thoughts: Embracing the Future of the Commercial Furniture Dealer
The contract furniture landscape is shifting — fast. The dealer of the future will thrive not just by offering competitive pricing or strong relationships but by delivering a seamless, technology-powered experience from start to finish.
“Throwing more people at problems isn’t sustainable. Automation gives you consistency, speed, and a better end-user experience,” one speaker concluded.
Those who embrace automation, proactive budgeting, and early project involvement will lead the next era of commercial interiors.
Key Takeaways for Contract Furniture Dealers and Manufacturers:
- Proactively estimate project budgets using cost-per-square-foot frameworks
- Insist on early involvement in RFPs, showroom tours, and planning sessions
- Differentiate with back-office automation, not just front-end tools
- Collaborate with peers to push for better processes and industry visibility
- Educate clients early with up-to-date pricing tools and market data
Want to future-proof your dealership?
Explore how Avanto’s platform and services help dealers streamline operations, enhance customer experience, and adopt the latest business automation tools in the commercial furniture industry.
