Article Number : 3249 |
|
Article Detail |
|
 | |
| Date | 5/14/2008 7:36:32 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=3249 |
| Abstract | By Louis Iannaco Putting the finishing touches on any interior project proves to be crucial to the ultimate desired effect. What some may see as an afterthought is actually more important when taking in the big picture... |
| Article | By Louis Iannaco Putting the finishing touches on any interior project proves to be crucial to the ultimate desired effect. What some may see as an afterthought is actually more important when taking in the big picture. After all, what would a newly painted room look like without its crown molding? Or how about a luxury car without its metal trimmings/nameplates? The answer is: unfinished. Molding companies in the flooring industry realize not only how important their product is, but also, during difficult economic times or not, just how much retailers need all the tools possible to make their customers happy and coming back for more. Moldings are a very important part of a flooring sale, noted Gary Hernandez Jr., president of E.M.I./Empire Mouldings. “They complete the package. Regardless of the time or the stability of our economy, moldings are a must and a great way for retailers to generate good margins.” He added moldings are needed to complete the installation of flooring, and said if they are offered as an add-on value “you’ll be doing the customer a great service.” He noted, however, many retailers today sell flooring without moldings to match, which leaves consumers desperate and searching high and low for products to complete their project. David Small, Pergo’s marketing director, agreed with Hernandez. He believes moldings are a relatively easy way for retailers to add value to any flooring sale. For instance, he explained Pergo’s Simple-Solutions Four-in-One Molding was created to meet the specific needs of flooring retailers who benefit from the increased profits that such a product provides. “Retailers experience fewer out-of-stocks—which means improved sales/profits for both themselves and their distributor partners. “Simple Solutions minimizes retailers’ inventory and maximizes inventory turns,” he explained, “by combining four different types of moldings—TMolding, Hard Surface Reducer, Carpet Transition and End Molding—in one convenient package.” According to Thilo Hessler, president of Versatrim, moldings are a money maker for the retailer. “The consumer is not going to walk away because the moldings are too expensive. Moldings make profits, which help with competitively priced installation jobs.” What your salespeople should know In order to spur sales, salespeople should know moldings from A to Z, noted Hernandez. “A salesperson should know where a certain molding should be used and how. I’ve found that several people in the industry aren’t sure what the difference is between a T-molding and a reducer, or a threshold from a square nose. If you’re in the business, you should know. Knowing will make your customers more comfortable and help complete the deal.” As Small said, moldings are the ultimate finishing touch when it comes to any flooring job—whether it’s a do-it-yourself project or a professional installation. “Moldings like SimpleSolutions offer incredible durability, performance and convenience to both do-it-yourselfers and installers who purchase accessories from retailers. Both types of customers are able to buy four moldings in one package and never have to worry about not having the correct molding—saving time and money.” Retailers should be certain to communicate these benefits to their customers, he explained, and make moldings an essential part of every flooring sale. Hessler warned, if lesser quality moldings are purchased, the retailer will only be called back to rip them out and put better ones in. “Don’t ever go with a low-quality import, as you are wasting your precious resource—time—by fixing what should have never been installed in the first place.” Small believes molding is also essential to ensure flooring is installed properly, won’t shift underfoot and transitions easily to another type of surface like carpeting. “In addition, it helps to create a transition between floors of differing heights— making it especially useful for homeowners with physical limitations. Finally, molding can contribute to the overall value of a home by creating a beautiful, professionally-installed look— even for do-it-yourselfers.” Durability is key, noted Hessler, as “you want a good quality molding that will last.” The last thing you want, he said, is the room to look messy because someone went for cheap moldings. He noted a high-quality domestic molding compliments any flooring installation; they are a necessity and finish up the naked spots of a floor. “It’s like putting on a nice shirt—you don’t have to have it, but without it the flooring installation isn’t worth a thing.” Focusing on fashion, Hernandez thinks retailers should offer their customers moldings that match the flooring product they are purchasing in order to complete the job and prevent callbacks. “Yes, flooring is a fashion item and it does vary. There is so much available in today’s world, which makes it difficult at times to produce moldings that match everything 100%. Customers should be looking for moldings that are acceptable to them and will complete their transitions. “I wouldn’t say moldings are practical,” he concluded. “I’d say they are required. Would you buy a car at a dealership without tires? No, you wouldn’t. Without tires you can’t drive the car off the lot. Moldings are the same concept. Without them, your install will never end.” |