By Roy Foster Vice president of sales, Quick•Step
The laminate category as a whole has not done enough to promote the legitimate green story of laminate flooring. The average consumer is generally not aware that laminate flooring is a product constructed of recycled materials, supplemented by only highly-sustainable lumber, and that this type of flooring is reusable.

These underpublicized, legitimate green attributes need to be touted during communication with consumers to increase sales. Utilizing the merchandising tools provided by manufacturers, in-store sales reps need to highlight laminate’s green attributes for an end user, in the same way they currently mention warranty and style attributes when discussing a product.

As American consumers have become increasingly aware of green/environmental issues ranging from indoor air quality to the destruction of our planet’s precious rainforests and exotic trees, their shopping habits have definitely begun to reflect a new responsibility in purchasing choices.

This new awareness is anticipated to grow stronger with time. Also, as seen in recent regulations imposed in California affecting flooring products, not only personal consumer shopping attitudes, but now new laws will continue to make environmental aspects a factor in sales.

It has already been irreversibly established by the market that brands must have a legitimate green story to present as part of their product offerings.

Regardless of the manufacturer, laminate flooring is composed of recycled materials and plentiful, sustainable wood species. Because the glueless, click locking systems have become the installation standard for this industry, laminate floors are reusable and less likely to wind up in landfills.

Brands currently highlight these features in their merchandising, even providing impressive specifics such as the exact percentage of recycled materials in their laminate. In-store sales reps should highlight these positive environmental facts when talking with customers about a product’s features.

Third party certifications
Some laminate brands go beyond the basic green story and offer consumers proof of objective third party certifications or designations regarding the environmental responsibility of a product. These objective third party ratings can positively impact a consumer’s decision- making process.

For example, if a product is an EPP (Environmentally Preferred Product) or helps earn LEED points, the sales rep should mention these facts as they lend further credibility to a product in the consumer’s mind.

In-store sales reps should make it standard practice to highlight green features. With the right customer, green attributes may give the needed edge and win the sale.