Article Number : 4393 |
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| Date | 4/16/2009 9:54:19 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=4393 |
| Abstract | By Louis Iannaco As consumers become more aware of the benefits of radiant heat flooring systems, the more popular the technology gets. Whether it’s desired for cold or warm climates or sold in the heat of the summer or during the most brutal of winters, radiant heat continues to catch the interest of... |
| Article | By Louis Iannaco As consumers become more aware of the benefits of radiant heat flooring systems, the more popular the technology gets. Whether it’s desired for cold or warm climates or sold in the heat of the summer or during the most brutal of winters, radiant heat continues to catch the interest of consumers and retailers alike. But does time of year matter to consumers interested in buying warmth underfoot? And what exactly should the dealer know about the systems? “We find more people purchase radiant heating systems, such as STEP Warmfloor, during the spring and fall seasons,” said Jon Beck, president of R.J. Beck Floor Covering in St. Louis. “I believe it’s because the cold winter months are fast approaching during the fall season, and they are thawing out from a cold winter in the spring and want that heating for the next cold season.” Beck admitted selling radiant-heated floors requires additional knowledge in wiring, understanding heat loss in a building, additional floor preparations, insulation requirements and deeper knowledge of general construction work—both new and remodel. “It also separates you from being just a flooring store to an expert in both floors and radiant floor heating.” He noted some dealers do not sell radiant heating systems because they are hesitant to step outside their comfort level. “We [on the other hand] believe radiant heating products make us a more specialized company and narrows the competition as being a real expert in a field where finding answers is sometimes difficult and/or confusing.” Tim Verhulst of Warm Floor Designs in Spearfish, S.D., believes there is no “season” for purchasing floor heating. “We install 12 months a year and keep inventory on hand all the time,” he said. “Retailers are always looking for ways to add value to their businesses. We as radiant heating retailers position ourselves and our products to always be in the customer’s mind and continually advertise as the customer may not be thinking ‘warm floors’ in June, but when the first snow hits she will.” Tim Edwards of DeMar Wholesale Flooring in Albany, N.Y., said homeowners are already buying radiant heat systems for next winter. “I just shipped out two jobs recently and have a kitchen plan on my desk for the brother of a customer whose whole house we heated with the Warmfloor product three years ago, another medium-sized bathroom, and an entire weekend house that is going to be all laminate flooring and ceramic tile.” Edwards agreed with Beck in that most retail floor covering stores are not into radiant heat products because it’s too far out of their comfort zone. “Let’s face it, we’ve heard some horror stories of a dealer’s customer purchasing a system for $1,000, has the tile installed and when she turns on the system it doesn’t work. In most cases, the only way a dealer can fix it is to rip out the job and replace it. That can turn off anyone who doesn’t have a full understanding of the system and how it works.” Edwards believes the type of product a retailer carries is crucial. “If I didn’t carry the STEP Warmfloor product, I don’t honestly know how much floor warming I would actually be selling. My interest is not in heating customers’ bathroom floors as much as it is heating larger jobs like kitchens, family rooms and whole houses. The only reason I’m that into it is because the Warmfloor product is not like conventional floor warming systems.” As Beck noted, knowing what the customers want is key. “We try to position our product lines to fit with the customer’s project. Is she building a new addition to her home? How will she be heating her addition next winter? Maybe she only needs heat in a certain area of her home like a master bathroom. We address future requirements she may not have put much thought into. Like if she is trying to be more energy efficient, low voltage electric floors are a perfect green way to heat a space that would normally be cold or uncomfortable.” Like Beck, Verhulst is very pleased with his radiant heat business. “Our overall business [flooring and floor heating] has been great. In the radiant heat area we offer only the STEP Warmfloor products. I have sold many others in the past. My suggestion to other retailers is find one that you understand and have faith in.” Finally he advises to be as educated about the product as possible and do not sell on price. “These products are more likely going under a more expensive flooring or a higher-end home, so the last thing you want to sell is inferior product. Be confident and knowledgeable—do not hesitate to sell more. The only complaint I have ever had when selling Warmfloor is after we are done the customer will say, “I wish I had put more in.” As Beck stated, success in selling radiant systems comes with being able to specify, install and service them. “If you understand the principles of all the different types of systems and how they work, it will put you in a position that people will want to pick your brain for information on the ‘how-tos’ of radiant floor heating. There are not a lot of people who install these systems—electricians don’t like to put them in because they are low voltage, and flooring installers don’t like to mess with them because of the wiring. That’s where we come in as the expert.” |