By Sarah Zimmerman
Moldings not only finish a room structurally, but also aesthetically, and therefore are an essential part of any flooring sale. However, leading manufacturers explain these items are not always sold as such an integral part of each purchase and are often left as an add-on product.

Unfortunately, this deters end-users from purchasing the best moldings for the job due to finances—especially in today’s stressed economy— or lack of knowledge, and installations are often mired.

Tom Leach, vice chairman of Artistic Finishes, noted how unfortunate and common it is for moldings to be looked at as an after thought to the flooring sale. “When you talk to retailers about the importance of moldings, they nod their heads indicating an understanding. However, it’s difficult getting them to take the time to introduce moldings at the same time the floor sale takes place.”

That being said, he also noted today’s savvy dealers are using moldings as a strategic customer service advantage. “They can sell the ‘full package’ to customers, which separates them from the big box stores where no one is around to help make molding selections and educate customers on the necessity of these finishing pieces.”

Similarly, Gary Hernandez, president of Empire Mouldings, Inc. (EMI), said that generally moldings are forgotten or overlooked at the time of the flooring sale. “In many cases retailers could do a better job including moldings in a flooring package or stress the fact moldings are indeed a required part of a customer’s flooring purchase.” He noted some areas lacking attention are education, awareness and promotion within the retail experience.

Don’t skimp

According to these top manufacturers, though little has changed with the economic downturn—as moldings are not optional purchases—cost cutting has walked the line of skimping in some retail stores.

Installations where a shopper was frugal and tried to get by without moldings or by choosing low-cost options often look unfinished and unprofessional, Leach noted. “As the saying goes, ‘The devil is in the details.’ This couldn’t be truer in the case of moldings because they add to the luxurious feel of the room, or if not done right, can look second-rate and shoddy.”

Aside from aesthetics, he pointed to the structural aspects of moldings. “Moldings provide a beauty-factor to a room, but they are also very functional components of the floor and often take a beating from foot traffic. Making the right choice of quality molding at the onset saves money and replacement at a later time.”

Thilo Hessler, president of Versatrim, agreed if quality is sacrificed for a lower cost, the job will look unprofessional and have to be replaced. “Why would you want to save $6 only to have a mad customer and laminate that is delaminating from the molding, for example?”

Hernandez added, “Skimping on moldings will only create future issues. If you save a little money on the front side, you can guarantee yourself more problems and money in the future.”

An education

Rather, he suggests retailers educate the consumer on moldings and include moldings in the initial flooring sale. “Dealers can add value to each sale by providing their customers with moldings that complete their flooring experience.”

EMI actually offers both individual and group educational summits on moldings, which include training and information helpful to its retailer and distributor network on how to better educate and serve their customers.

In congruence, Hessler explained it is the retailer’s job to lead the consumer by letting her know what she needs to get the job done properly. “Simply tell the customer, ‘This is what you need to finish this job and why.’ Don’t ask, ‘Would you also like some moldings today?’”

Versatrim also offers easy-access installation information and advice online at installationadvice.com.

And, Leach agreed with both, stating the most important fact is that moldings need to be sold at the same time as the flooring. “Once the concept of joining two different types of flooring is discussed, transitioning questions will arise. Using whatever collateral materials available to them—leaflets, hand panel, display board, etc.—they should show the importance of moldings both structurally and aesthetically.”

Artistic Finishes actually offers a “10 Steps to Selling Moldings” guide to help retailers and salespeople become comfortable asking the right questions to earn molding business from their customers.

Manufacturers advise dealers, a large part of being able to educate end-users is by keeping abreast of current trends, technologies and offers.

EMI, for instance, recently announced a new program called ExactMatch by EMI, which will give customers prefinished moldings that are a certified color match. “We don’t cut corners in production and always take the necessary steps to give our customers high-quality, matching transition moldings,” Hernandez said.

Hessler, on the other hand, pointed to Versatrim’s free samples and made-to-order moldings as current highlights. “With us, you can order only what you need for a particular job, so you don’t need to waste inventory space. And, if the order is placed by noon EST, we ship it the same day. We will also ship free color sample boards to retailers interested in our program.”

And, Artistic Finishes’ use of solid wood in the making of its moldings offers an environmental story that promotes healthy indoor air quality (IAQ). “Rather than gluing veneer to fiberboard core material,” Leach explained, “where the adhesives used for gluing and for making fiberboard are seen as a detriment to IAQ, the natural characteristic of Artistic Finishes wood is an environmentally friendly proposition we promote to our retailers.”