Real wood coalition, part 12
Success stories in upselling
WWhen it comes to selling consumers from entry-level wood-like products to real products, retailers may already have an advantage. That’s because most consumers naturally expect real hardwoods to cost more money than some competing hard surfaces. Closing the deal then becomes simply a matter of explaining how hardwood’s properties exceed those of some other categories.
For dealers like Jill Tower, president of Hampton Flooring Center, Easthampton, Massachusetts, the best policy is to be simple. “We are always honest with our customers about the materials they want,” she said. “When we ask about pets, children, walkers, high heels, etc., it’s because we want to find a floor that not only looks great the day it’s installed, but also impresses her after years of living. will continue to make. When we recommend a more expensive product or a better underlay, it’s because we genuinely believe it best suits that customer’s specific needs.”
Specialty dealers can really help themselves sell more customers on wood, experts say, by resisting the temptation to “sell.” In other words, don’t feel the need to lower your prices to better compete with big-box, loss-making advertising practices. More importantly, don’t be afraid to persuade a customer to buy an imitation wood product that she may have seen on TV or on the Internet just to close a quick sale. The key to successful upselling, dealers say, lies in knowing your customers before recommending a specific flooring product.
“We really learn what our customers like, what their tastes are, what kind of budget they have and their lifestyle, etc.”, says Jimmy Poulos, owner of Oxnard, California-based Flooring 101, where hardwood work can be done. in the tens of thousands of dollars. “Most of our clients are wealthy. Once you know what they like, you can double charge them.”
TRY AND TRUE
Astoria of Mullican
Inspired by New York’s neighborhoods, the Astoria collection exudes laid-back elegance with modern charm. Available in a low-gloss, wire-brushed, sawn-surface finish, Astoria showcases the natural character of ½-inch thick composite hardwood floors in white oak planks 5 to 7 inches wide and random plank lengths up to 7 feet. The line has beveled ends and edges for a classic, linear look. “We’re still seeing a lot of demand for white oak,” said Pat Oakley, Mullican’s vice president of sales and marketing.
NEW AND REMARKABLE
Somerset wide planks
Homeowners and commercial end users can make a bold statement with the latest additions to Somerset’s Wide Plank collection. Constructed with a 3mm thick solid sawn surface, the line gives customers the same beautiful look as traditional solid floors.
Torlys continues to break ground
In keeping with its track record of innovative product offerings, Torlys reports continued interest in its XP Hardwood and Corkwood XP lines. The six-ply XP Hardwood line (“XP” stands for exceptional performance) has a real hardwood layer protected by Torlys’ Maxx4 finish. The core is a water-repellent surface (Smart Core) which is combined with a real wood balancing layer and is supported by an attached CorkPlus Blue underlayer. “It’s waterproof, abrasion-resistant and transition-free for 2,500 square feet,” said Peter Barretto, CEO of Torlys.
Corkwood XP, which consists of five layers, provides a hardwearing, visually appealing waterproof product that also has an attached backing. And like XP Hardwood, Corkwood XP is also transition-free for 2,500 square feet. Options include a 7-inch wide x 6-foot long shelf and tile format.
A key feature of both product lines is the CorkPlus Blue backing, which features Microban technology designed to inhibit mold growth. “One of the biggest challenges the industry faces with waterproofing is that when water gets under the floor, you have mold and mildew problems,” explains Barretto. “If water gets under our floors, we can protect it. You will see that we are going to double our antimicrobial technology.”