By Sarah Zimmerman
It’s common knowledge 2007 was anything but a banner year for the flooring industry, yet somehow high-end dealers continued to scrape by nearly unscathed. How’d the top tiers manage to stand tall and drive sales in such a flawed economy? They headed back to the basics.

Feeling the affects, or not

First and foremost, said Wendy Fried, owner of G. Fried Carpet Service in Westbury, N.Y., the ultra wealthy are not affected by everyday things. “A slow housing market, bad economy, day-to-day changes in the stock market, etc. are not going to stop them from going out to dinner, taking a vacation or buying a new carpet. It won’t change their lifestyle.” Whereas the low to mid-range customers don’t have excess money to spend right now, she noted.

Sam Roberts, owner of Sam Roberts Carpets & Fine Floors in Houston, said too that although better-goods dealers historically haven’t been more immune to general economic conditions, there is some validity in the assertion that high-end business is the hardest to get but the easiest to keep due to the customers’ sophistication and wants. He pointed out they are used to being treated a certain way, and in turn, “it is possible better-goods customers might be more loyal to their high-end dealers.”

Service with a smile

“I think higher-end dealers understand the concept to provide quality service and product on a consistent basis,” said Buddy Trinkle, owner of Trinkle Design Associates in East Providence, R.I. “This in turn creates value to be considered when comparing prices.”

Kathy Niles, owner of The Carpet Mill Outlet in Forthworth, Tex., couldn’t agree more. “Service is really number one. No matter what the market is doing, service is what keeps the referrals coming in.” She said people really make the difference in this category—your sales team can either make or break you. “The consumer knows we care about her and the job we are doing. She’s not just a number in a stack of invoices.”

Ship-shape showrooms

Trinkle continued, pointing to his showroom—where he noted atmosphere is an important factor—as a key to keeping clients. “I think my showroom is very progressive. It is pleasing and informative to see visuals of concepts and products. My clients, employees and vendors are very impressed with my approach to achieve an atmosphere that is professional and also cozy.” He said his showroom’s message is clear: Our standards are very high.

Fried backed this mindset, saying dealers must keep their venus clean and appealing to entice consumers and continually instigate referrals.

Quality and contacts

On that same note, she added, reputation is everything. “We have been in business since 1889, and have built a great reputation, which has increased our sales over the years.” Fried pointed out when consumers are looking to spend money on a high-ticket purchase—such as flooring—they want value, which they know they will find at a reputable dealer.

Trinkle chimed, “To stay afloat, one has to network with as many groups as possible to spread the word.” Trinkle Design Associates mails out cards to existing and prospective clients on a quarterly basis to help “connect the dots in a whimsical fashion. This has proven to be successful in increasing sales.”

Niles took quality a step further, noting consistency keeps business stable. “We have had the same crews day in and day out, which keeps our quality of installation on an even keel. If a consumer buys carpet this year and we send the same crew that installed at her house five years ago, it inspires confidence and shows the customer we’re not going anywhere.”