By Emily Hooper
More than bulletin boards and bottle stoppers, cork, although a relatively new player in the specialty hardwood field, is one of the fastest growing areas in the industry. In the beginnings of making a mark in the specialty hardwoods, it is a small sector with big attributes. Learning to recognize what the characteristics are seems to be the most important feature in selling cork flooring.

It is not surprising that cork is gaining popularity; it can be found in some very notable places across the U.S. From the Mayo Clinic in Minnesota to New York’s Columbia Presbyterian Hospital, from UCLA’s Law Library to the Library of the Congress, people have been treading on its benefits for years. Recently, retailers have had buyers seeking it for their homes, with or without much knowledge of the product.

“We have lots of people coming in looking for cork flooring, but don’t really have a lot of knowledge about the product,” said Carly Bretl of Mission Floors in Santa Cruz, Calif.

Shoppers to the south seem to have done a little bit more of their homework though. “The customers coming in have some knowledge of cork flooring, primarily what they may have read on the Internet or seen on an HGTV type of program,” noted Peter Dobrotin of Linoleum City in Los Angeles.

Generally, the end user is not the most informed party on the sales floor and retailers across the country agree that the key to selling cork flooring is by knowing as much about the product as possible. A knowledgeable salesperson is essential to making the sale.

Holding meetings to inform staff can be an effective way to deliver information. ProSource of Edison, N.J., holds seminars once a month to educate members, according to general manager Scott Maltby.

Similarly, Linoleum City holds product knowledge meetings for staff and installers once or twice a month. “We get a lot of customers directed to us from the local big box home center, because the sales staff there is limited in its knowledge and products,” said Dobrotin. “No knowledge, no sales!”

“We pride ourselves on the thoroughness of knowledge that our sales staff has about cork products,” said Alice DeGenarro, co-owner of Longleaf Lumber in Cambridge, Mass. “Our sales staff is well versed on the properties of cork, the manufacturing process and the installation process.”

The manufacturer or its sales rep is also a great source of information. “We’ve had the manufacturer speak directly to a client,” said Maltby. “The support we get from USFloors is great.”

Producers can keep the sales staff up to date with news and support. “It’s important seeing your sales rep on a regular basis,” said Dobrotin. “It lets you know they’re looking to help out.”

If the sales team is informed, the seller can discuss any number of cork’s attributes, according to each particular buyer. Depending on the situation, the seller can address the issues that concern her, and ultimately help make the sale. David Brenner, manager of Precision Flooring in San Jose, Calif., considers health and safety needs of the end user, like joint problems or whether she has children or pets. The warmth and resiliency of cork flooring is great for kids, who tend to spend more time on the ground level.

One of the most common draws for consumers is the green aspect of cork, and there are many. When Maltby needs to close a sale to an undecided buyer, he cites the microbial element of cork. “It’s great for customers with kids. It’s also good in basements, because it doesn’t get moldy. You never get a musty smell.”

Sustainability is another popular green aspect. Because cork is harvested from a living tree, the same tree can regenerate and produce cork bark for up to 300 years. Ultimately, old age is what kills the trees, not the harvesting process.

For some, an easy and smooth installation is an important factor and non-adhesive floating floors can meet those demands. “Our EcoCork and New Dimensions are our hottest products,” said Gary Keeble, marketing manager for USFloors. “Our Natural Cork New Dimensions collection features 18 x 24 tiles and 8 x 36 planks with beveled edges and ends in a glueless click floating floor.”

Most often, it is the appearance of cork flooring that intrigues the end user. “Most people go to it for the look,” said Maltby. “It’s more design oriented.” Even the famous architect Frank Lloyd Wright appreciated the aesthetics of cork flooring when he installed it in a residence he designed in 1937.

Specifically, visual design is one of cork’s foremost qualities. Manufacturing processes can create a traditional or modern appearance. “The new patterns in cork are beautiful,” said DeGennaro. “Cork lends itself to a contemporary look and is a perfect compliment to the modernist trend in interior design.”

Ronit McGuthrie, marketing manager of Wicanders Cork Flooring by Amorim found the company’s Cork Plank Collection appeals to a more traditional taste. “Customers like it because it has the same look as hardwood with all the added benefits of cork flooring like warmth, comfort and being eco-friendly.”

Ann Wicander, president of WE Cork, found its Timeless Collection in the middle between old and new. “The introduction has been a great success, due to versatility of the patterns that appeal to a broad range of tastes and décor.”