The Hardwood Selling Guide 2022
FCNewsHardwood Sales Guide 2022 is here and it’s packed with must-have content for every flooring dealer, distributor and RSA in the flooring industry. This guide contains educational content in a variety of categories, including hardwood basics, trend spotting, sales, marketing, merchandising, and more. This content was created by the editors on FCNews as well as industry experts across the industry.
Following is some insight into the detailed educational content available in the Hardwood Selling Guide. For more, be sure to check out the full edition, here.
there are several important factors that RSAs should consider when recommending a particular hardwood flooring style or type. While the consumer may initially base their decision on color, width, or grain pattern, there are other questions that must be answered before specifying the right product for their needs.
For example, where will the new floor be installed: on, above or below ground level? This immediately eliminates some options. “Machine wood floors are ideal for basements, while both solid and composite wood floors can be installed on or above ground in any space,” said Brett Miller, vice president of technical standards, training and certification for the National Wood Flooring Association (NWFA) . Solid wood floors are made from a single piece of wood from top to bottom, while parquet floors are made with multiple layers, including a top layer of high-quality wood. This construction makes the floor less sensitive to expansion and contraction based on seasonal temperature fluctuations or humidity levels in the house. Note: A new category of engineered hardwoods has emerged, where a real wood veneer is bonded to a rigid SPC core. (See the “hybrids” article on page 34 for more details.)
Once the correct construction has been chosen for a particular application, the RSA can help consumers choose a particular style. Options include: strip, plank, parquet or end grain wood. “Strip floors are usually less than 3 inches wide and often make a room appear larger,” explains Miller. “Plank floors are 3 inches or wider and often create a more casual look. Parquet varies in size and generates a geometric, non-linear look. End grain floors have a unique visual element because the wood grain is exposed and facing upwards.”
Color tone also plays a big role during the selection process. Most factory milled and finished floors come with the stain already applied, but some customers may opt for unfinished floors, which can then be stained on site. “Finish the natural color of the wood up or down, creating lighter or darker versions of the wood,” explains Miller. “Normally, light tones make a room look more open and airy, while medium tones make the room feel warm and cosy. Dark tones can make a room appear stately and sophisticated.”
Last but certainly not least is the choice of finishing material and degree of gloss. Again, these characteristics are usually predetermined with factory-finished products, but they nevertheless affect the final appearance of the product. “Trend surveys show that low-gloss finishes are still in high demand,” Miller said. “However, if the consumer changes their mind, it’s easy to transform the look and color through a sanding and refinishing process.”