ST. LOUIS, Missouri (August 2, 2023) – The National Wood Flooring Association (NWFA) has launched a new sales course, "Selling Against Wood Floor Look-alikes," aimed at helping industry professionals effectively sell real wood flooring in an increasingly competitive marketplace.

"In recent years, real wood flooring has faced stiff competition from vinyl and plastic composite "look-alike" flooring, which have gained significant market share. Ironically, these synthetic products often attempt to replicate the look and feel of natural wood," says Michael Martin, NWFA CEO and President. "The NWFA's innovative course challenges this trend, asking a critical question: If customers want wood, why sell them an imitation?"

"Selling Against Wood Floor Look-alikes" provides several effective strategies for positioning and selling real wood flooring over vinyl, laminate, and LVT flooring alternatives. The interactive, video-based course equips participants with the tools and knowledge needed to champion the value, beauty, and authenticity of real wood flooring.

Now available on the NWFA University as part of the Sales program, the course features a mobile-responsive design, allowing learners to access course materials anytime, anywhere, from any device. This flexible learning option aligns with today's on-the-go lifestyles, offering a convenient educational resource for busy professionals.

For more information about "Selling Against Wood Floor Look-alikes" and other educational opportunities offered through the NWFA University, visit https://www.nwfa.org/university.

The National Wood Flooring Association is a not-for-profit trade organization, with more than 3,200 member companies world-wide, dedicated to educating consumers, architects, designers, specifiers, and builders in the uses and benefits of wood flooring. The NWFA is located at 111 Chesterfield Industrial Boulevard, Chesterfield, MO 63005, and can be contacted at 800.422.4556 (USA & Canada), 636.519.9663 (local and international), or at www.nwfa.org.