Article Number : 3691 |
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| Date | 9/26/2008 10:23:58 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=3691 |
| Abstract | Sequoia Floor Design Placerville, Calif. David Henderson’s road to floor covering store ownership started from the ground up. He enrolled in the union apprenticeship program to receive on-the-job training and upon completion immediately entered the workforce... |
| Article | Sequoia Floor Design Placerville, Calif. David Henderson’s road to floor covering store ownership started from the ground up. He enrolled in the union apprenticeship program to receive on-the-job training and upon completion immediately entered the workforce. He quickly rose through the ranks from shop floor man to operations manager. Becoming a business owner “seemed like the next logical move.” Henderson opened Sequoia Floor Design on Feb. 1, 2007 in Placerville, Calif., a quaint community with a population of just over 10,000 residents. Being located in the competitive Sacramento housing market, he quickly learned that “being cost effective is everything.” In realizing the strong buying and negotiating power of a large group, he looked to S&G Carpets & More to give him a competitive edge. Since joining the team as an affiliate member, he has taken full advantage of S&G’s stocked warehouse and reduced purchasing costs. Less overhead and higher margins have allowed Henderson to pass on the savings to his customers. “Giving people the option of great pricing on what S&G already has in stock” has considerably increased sales, he said. Being able to “quote lower prices going into a bid” has resulted in more jobs and a larger clientele. Henderson said his biggest challenge in opening his new store was “getting people to give you a shot.” Because business in the flooring industry is primarily referral based, it takes time to build a clientele and get your name out there. S&G is giving him the exposure he needs with name recognition and advertising opportunities. He said he has noticed “an increased customer base and referrals from being linked to the Web site.” Several calls have come from outside his normal trading area, and he has received local jobs from S&G advertisements. There is an inherit trust that comes with being in alliance with S&G, meaning “customers go with you.” Henderson enjoys being part of a company that gives him continual support without compromising his independence. He is impressed with the new business and increased revenues that have come from S&G’s formula for success, and appreciates the “quality, affordable products that sell themselves.” Future goals include concentrating on the retail market in the Placerville area, focusing on follow-up marketing opportunities and growing his customer base to include various parts of Northern California. For more information on the S&G Carpets & More affiliate program, call Gregg Flint at 916.730.0550. |