Article Number : 4807 |
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| Date | 9/7/2009 9:42:15 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=4807 |
| Abstract | By Luc Robitaille Vice president of marketing, Boa-Franc Studies show consumers choose a hardwood floor based on look and color and not if it is solid, engineered or glueless. Their first concern is finding a product that matches their new décor and that will create a... |
| Article | By Luc Robitaille Vice president of marketing, Boa-Franc Studies show consumers choose a hardwood floor based on look and color and not if it is solid, engineered or glueless. Their first concern is finding a product that matches their new décor and that will create a healthy environment in their home. With the wide selection of products available, consumers need a clear and simple process to help them in their choices. Dealers need to focus their sales approach on style and color first. It’s much easier to guide the customer through more specific decisions such as which color, luster or type of installation to consider. One thing everyone should keep in mind: Simplifying the buying process for consumers is a sure winner. The most common selection method for consumers is as follows: 1. She walks into the store with an idea of what she wants. She knows she needs to find something in a golden, brownish, reddish or other color. 2. If she’s looking for a natural stain, she’ll consider the grade selection as a variation on the color. 3. More consumers are worried about a healthy environment, and the salesperson has to consider this throughout the buying process. 4. The salesperson can advise her on the choice of species according to the lifestyle of the home’s occupants and whether she prefers a wood with more or less character. 5. The level of gloss also contributes to the ambiance and lifestyle and is more often than not simply a question of taste. 6. The width of the strips is also a matter of preference and may be chosen according to the size of the floor being covered. 7. Finally, the customer will have to choose the floor type (solid, engineered, glueless etc). At this stage, you can often advise and direct her in order to help select the product that is best suited to her needs and environment. Close attention to customer needs and a thorough understanding of products is the key to success. This approach greatly benefits the consumers: It’s more in line with their intuitive purchasing process; it facilitates the process; they can relate to the approach and feel understood right from the start; and finally, the guided selection process greatly reduces any possible confusion. To simplify consumers’ lives, Mirage recently updated its Web site focusing not only on the buying process, but also providing help on color and style choices, and planning a project, along with a host of hardwood flooring information. |