Article Number : 2404 |
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| Date | 9/6/2007 10:08:22 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=2404 |
| Abstract | The team that drives Pinnacle Interior Elements offers more than 100 collective years of experience in manufacturing, marketing and sales of hardwood flooring... |
| Article | The team that drives Pinnacle Interior Elements offers more than 100 collective years of experience in manufacturing, marketing and sales of hardwood flooring. This group of people was at the forefront of prefinished flooring’s introduction in the early 1980s, and that is the catalyst for the success of the now 7-year-old firm. With the concept of volume manufacturing two niche products, Pinnacle has grown its offering to 20 unique collections. Its vision of the consumer’s desire to have something different was the basis for Pinnacle’s first introductions: Nature’s Elegance exotics and Country Classics handscraped floors. Nature’s Elegance is a collection of exotic solid hardwoods, but with concerns over the sustainability of rain forests Pinnacle had the foresight to utilize a thinner profile, requiring half the raw materials necessary to produce traditional solid 3/4-inch flooring. Country Classics was born with similar innovation–utilize sliced face veneers over a multi-ply core and extra-long lengths (31/2–7 feet), replicating the hand hewn timber used in buildings and homes over the last 100 years. While traditional engineered manufacturers offered rotary-peeled veneer and lengths from 12 inches to 4 feet, Country Classics looked and felt like a floor that had been around for a century or more but with ease of installation, durability and virtually care-free maintenance that modern consumers want. Pinnacle has continued to market new and innovative products with the same focus: getting the best quality, high-styled products to market for a fair price. Global sourcing allows Pinnacle to seek out and deliver a variety of products, species and qualities. Having the right products is not the only element to success. The consumer’s perception of product quality and desirability can be directly related to the merchandising support elements. Therefore, it’s extremely important those elements convey a value equivalent to the price of the product. A budget-oriented item may not require anything more than a hand sample, but when asking for a substantial investment it is important that the merchandising vehicle support that investment. Pinnacle’s Innovation display system is designed to do just that. With larger samples (4 square feet) than most hardwood displays, the consumer sees more of the unique properties associated with the increasing demand for hand-crafted and exotic products for which Pinnacle is known. The final element to success is education. There is no better way to hinder your sales ability than appearing uncertain of yourself or the products you represent. A consumer wants to feel good about the products she is purchasing, and if you aren’t she won’t be. She needs assurance the information provided is accurate and the product you are selling is right for her circumstances. Like a luxury car, high-end products are priced because of the “extras” they provide. Base-grade products are more affordable because they don’t have the bells and whistles that make the pricier items more desirable. Present and sell products for their individual benefits and don’t tailor a product to a consumer just because it fits into her budget. |