When Armstrong launched “What’s the Big Deal?” a pair of Edwards were among the first to sign up—Brett Edwards of Eagle Floor Covering in Eagle River, Wis., and Tawny Edwards of Wayne’s Flooring America in Honolulu. Both credited their local Armstrong reps for suggesting they contend for the huge cash prizes, but the underlying reason was the success they have had selling Armstrong-branded products.

Brett, who broke into the industry 15 years ago right out of college, told FCNews he is most successful selling laminate and sheet vinyl. “We have lots of seasonal homes, and laminate holds up quite well. If you ask me why Armstrong laminate outsells competing products, I’d say it’s the aesthetics.”

Specifically, he cited the mill’s Nature’s Gallery and Pacific Heights lines as doing especially well. We mostly sell high end, and these lines’ visuals are what make people spend the few extra bucks.”

As for sheet, Edwards pointed to Armstrong’s Rhythms and Natural Fusion lines. “We still do a lot with Rhythms’ leaf and wood designs.”

How does he position sheet vinyl? “Many people switch to vinyl as they are impressed with Armstrong’s wood visuals. Sometimes they prefer the comfort and ease of maintenance afforded by sheet vinyl.”

Edwards’ rep, Duane Heikkinen, signed him up.

Tawny Edwards has been with her family’s business for 12 years. When asked why Armstrong surpasses the rest, she said, “It’s good quality with incredible visuals and performance.”

The product that is most impressive is the laminate Grand Illusions with the piano finish. “We have many people choosing it as opposed to real wood. It has been phenomenal.”

Another Armstrong product doing well for her is Cushion-Step sheet vinyl. “It offers a great color selection and soft feel. CushionStep is fiberglass-infused, water-resistant and an easy installation requiring no glue.”

Lester Yamamoto, Armstrong’s rep, suggested that she sign up for the contest.