One thing to keep in mind is that consumers are willing to spend money if they see a value in something. If retailers and installers treat floor coverings as just a commodity item that covers the substrate, then the consumer has no reason to spend more. Now would I install the types of flooring that are in this article in every home? No. But remember, don’t assume you know the customer’s likes and dislikes; our job as a retailer and installer is to create a beautiful floor that the consumer will be raving about to their family and friends. You would be surprised at how many homeowners will dig a little deeper into their pocket books if you can offer them value, and something just a bit different than their neighbors.
The following photos are meant to get the retailer and the installer thinking outside the box and using skills in selling, and quality installation that will boost the profit margins for both the retailer and the installer.
Photo 3 shows the front entry of the World Floor Covering Association. The handmade tiles are from Michelle Griffoul studios.
Measurements were taken on the top step and a reference mark placed at the center of the step. Another measurement was taken on the bottom step and once again, a reference mark was placed at the center of the step. A string line was placed at the center marks of the top step to the bottom step and the patterned carpet was aligned to the string line.
The ability to offer your end user a different look that can transform from an average installation to the “WOW” type of installation will set you apart from the competition but remember that both the retailer and the installer need to be fairly compensated as this type of work requires more time and more skill to accomplish.
If you are not as confident in selling and installing these types of installations don’t worry. There are several associations, such as CFI, NWFA, CTEF, that offer specialized training that can get you to that next level, and many have trade shows that offer plenty of education along with networking with your peers.
Surfaces, held in Las Vegas generally at the end of January, offers retailers, installers, architects and designers the tools to create beautiful floors both on the show floor and the educational programs offered. The Installation Showcase has several seminars during the show that let the attendees see products actually being installed to give them a much better understanding of products and installation.