By Louis Iannaco
Life would be easier, no doubt, if everything was one size or style fits all. When it comes to carpet cushion or laminate underlayment, however, selling the right product for the correct application is imperative to the completion of a successful sale. For the retailer, if the wrong cushion/underlayment is sold for a job, it could mean the end of his company’s solid reputation and standing in the marketplace.

What’s the most important one or two things salespeople should know when they are selling cushion/underlayment? According to Stephen Stockwell, executive vice president for Foamex, number one is, “the salesperson needs to understand that few customers know what their carpet cushion needs are. The salesperson should ask questions and listen for the how the carpet is going to used.

Explain to the customer that she is purchasing a carpet/carpet cushion system and you need to be in a position to recommend the correct carpet cushion for his/her system. The customer will understand that the salesperson is probing so the correct cushion will be installed and not an inappropriate/generic pad.

“Number two,” he explained, “the salesperson needs to understand the importance of the weight/density of carpet cushion and the role it plays in the performance (wear, looks and comfort) of the carpet, so he can then recommend the right cushion.”

Ray Rodriguez, president of Starline Associates believes for laminate or floating floors, retail salespeople should know that consumers spending hundreds or even thousands of dollars on a new floor for just one bedroom or most of the home deserves to know that they have an option that goes beyond aesthetics.

“The floor can look perfect but sound terrible. With broadloom it can feel terrible. For just a small percentage of the total cost, the consumer can choose to get the right sound and feel with new floor.”

According to Stockwell, the customer needs to know that the proper carpet cushion will protect her investment and add years of life to her carpet purchase. “The proper cushion can only be recommended when the retailer/salesperson has a complete understanding of the carpet’s application and use.”

Does the most expensive cushion always mean the best? “No,” said Rodriguez, “when it comes to underlayment for floating floors IIC and STC ratings are the report card for quality. Also, moisture prevention is available through closed cell construction and a high quality tape. Not all laminate flooring underlayments come with a great tape system. Just because it may be attached means a little more ease for the installer but when looking for quality, more expensive does not mean better, and quick installation certainly doesn’t mean quality either.”

Stockwell commented, “A more expensive carpet cushion is only justified if it provides additional benefits that are required by the customer. Such benefits include: moisture barriers, extra density/ thickness for greater comfort underfoot and improved sound absorption (quieter), anti-microbial agent to eliminate mildew and odor.

“The right carpet cushion will make the carpet last longer,” he explained, “it is an insurance policy for the carpet. The correct carpet/carpet cushion system protects the carpet’s feel, resilency, looks and longevity. If the wrong carpet cushion is used then the consumer loses all the above mentioned benefits.”

How does cushion act as a benefit for hard surface floors? “It can literally help the consumer breathe easier,” said Rodriguez. “Mold and mildew prevention on a laminate pad that is blocking moisture is a huge benefit to any consumer. Trapped moisture can quickly become a place for bacteria from mold to grow at very rapid rates. This can easily be prevented by choosing a cushion with the right qualities.

“Another benefit is the sound,” he explained.” I have two little girls who can make more noise than my surround sound system. One loves to play dress up and she puts on the noisiest shoes possible! I’m glad I chose the best possible noise reduction for my laminate floors at home.

“The third important benefit for laminate and floating floors underlayment is moisture prevention,” Rodriguez added. “Moisture prevention should meet or exceed the manufacturer’s requirements in any quality cushion.

“And last but not least is profit,” he concluded. “By providing your customers the opportunity to make the right choice of cushion, you are adding years of enjoyment for them, additional profits for your business and more commission for your sales staff...a win, win, win situation!”