The Customer You Want Already Exists

Dealers often say, “We can’t compete with big-box stores.”

Well, here’s some great news: You don’t have to. Because you’re not selling to the same customer. Many specialty grill buyers started with a $199 big-box grill. They enjoyed grilling, but they outgrew the disposable quality. They wanted something that lasted, cooked better, and had replacement parts available. Big-box stores unintentionally serve as your farm team—breaking in rookie grill buyers until they’re ready for the big leagues.

Grills Are Simpler Than Fireplaces—and That’s Great News

Training new hires on gas fireplaces sometimes feels like prepping them for a NASA launch. But grills are a far simpler game. “Here’s where the knobs are. Food goes here. Don’t touch the hot part.” Of course, I’m being a bit silly, but the point remains: Grills are simple. They burn, they cook, and they make people happy. If you can train people to sell direct vent fireplaces, you can train them to sell grills before lunch.

A Grill Department Costs Less Than You Think

A strong, legitimate grill department—one that actually looks intentional—can realistically be created for $10,000 to $15,000. Here’s the key: You’re already used to spending this level of money on a single fireplace display. After all, fireplaces require the unit, venting, framing, finishing, and labor.

That same budget can give you multiple grill fuel types, a meaningful accessory assortment, and a grill department that’s curated and credible. It’s not a tiny investment—but it’s not a scary one either. It’s simply another strategic showroom investment you already know how to make.

How to Build a Grill Program That Works

So let’s say you’re sold on the idea that grills are a strategic move, not a side gig. Now comes the practical part: How do you actually build a grill department that works? Here are some of the essentials.

• Start Planning Before Expo: Expo is fantastic for finalizing your lineup—but if your grill thinking starts in late March, you’re already behind. Consumers shop early, and grill season begins early.
• Offer a Diverse Product Mix: If you only carry one brand and one fuel type, you don’t have a grill program—you have décor. Carry at minimum gas, pellet, and charcoal (and consider adding wood-fire and open-flame products as well).
• Train Your Staff: Customers want experts. That means they want someone who can answer questions like these: “How hot does this get?” “What’s the difference between pellet and charcoal?” “Can this sear a steak?” Training is easy. Grill knowledge is simple and fun.
• Choose Brands That Require Minimal Assembly: This is extremely important. Unlike fireplaces, grill customers expect to take their grill home the same day they purchase it. And you can’t afford to tie up hundreds of thousands of dollars in inventory to make sure you have adequate stock for what you have on display. This means that the most practical approach is to sell off the showroom floor. However, in order to be successful at this, you must choose brands that involve minimal assembly. If you have to spend two hours assembling a grill, and then you sell it off the floor at MSRP, you are no longer profitable. Find grills that can be assembled in five minutes or less to make sure it’s worth it (and yes, such grills do exist). 
• Stock the Essentials: Accessories are where long-term profits live. One of my hearth dealers who is successful at grills told me, and I quote, “If I sell a $1,500 pellet grill, I’ll sell another $500 in pellets, sauces, and rubs to that same customer through the year.” His accessory business has become a cash cow—steady, predictable, year-round money. So can yours. Better yet: When you establish yourself as a true barbecue supply destination, you’ll sell tens of thousands a year in accessories and fuel to customers who didn’t even buy their grill from you. And guess who they’ll buy from when they need their next grill? You. Accessories aren’t add-ons. They’re relationship builders.

These aren’t complicated steps—but they’re non-negotiable if you want to compete. Get these fundamentals right, and you’ll have grills that actually sell instead of slowly gathering dust.

A Dedicated Space and Specific Domain Create Credibility

Having the right products and training matters—but presentation matters just as much. If your grill section looks like an afterthought, customers will treat it like one. Given that, here are some simple tips for making a space that creates credibility from the moment customers walk in.

• Create a Real Grill Department: Don’t scatter grills between fireplaces like an afterthought. Create a clean, intentional space with good lighting, proper signage, and all accessories grouped together. Show customers you take grills seriously.
• Use a Dedicated Domain: If your store is “AlbuquerqueFireplace.com,” create “AlbuquerqueGrills.com” and redirect it to your grill section. Customers instantly understand you’re serious about this category.
• Make It a Destination: When customers walk in, they should immediately think, This store knows grills. That credibility builds trust, repeat business, and long-term loyalty.

When you treat grills as seriously as fireplaces—with dedicated space, signage, and even a dedicated domain—customers notice. And that credibility is what turns browsers into buyers and one-time customers into regulars.