There have been a number of inquiries lately about claims related to the warranty coverage on new flooring materials. Flooring warranties are not my favorite thing as they tend to give a false sense of hope to the consumer and even the retail dealer about what is and is not covered.

Have you ever actually taken the time to read the warranties on the products you sell, particularly carpet? If you have a claim that involves someone invoking a warranty for what they think it covers, you should be aware of what the warranty says. For example, wear to the consumer is a change in the appearance of the carpet. Wear according to the warranty is the abrasive loss of fiber. Synthetic carpet does not wear out, so the wear warranty does not cover what the consumer or you think it does. Matting and crushing warranties are a bit more complex as they may say the carpet yarn must unravel a certain amount or the carpet appearance has to change. It may also be gauged by the CRI Appearance Retention Chart or Field Evaluation Scale.

When you're looking at new products to carry in your store it's important to know what the warranties are on those products. Just because a manufacturer offers you a product that looks as good as what someone else is producing doesn't mean it performs as well. If you're shopping for a new line or looking to supplement a product you currently carry, make sure the best deal you make also takes into consideration how well it will perform for your customer. That being said, passing yourselves off as the experts selling flooring material, you had better know how well that material will actually perform.

One of the best gauges to use is the experience you've already had with products you've never had a problem with. I can't tell you how many times we've heard from a dealer about a product that was sold that was "just like" one from another supplier, but it generated complaints. It may have been a few pennies cheaper or the deal to buy couldn't be passed up, but if it created a loss for you it wasn't as good a deal as you thought.

The onus is not just on the supplier of a product you sell, but the responsibility has to ultimately be yours. The consumer is counting on you offering them a product that will perform up to their expectations, and you better deliver. It's better to stick with a proven winner than to be penny wise and pound foolish. And please don't believe everything you hear; remember words don't change facts or science.

Warranties are marketing tools. If a product has a lifetime warranty just what does that mean? Is it logical, reasonable and real, or does it make you wonder when you read it? The warranty title is going to be taken for face value. All carpet will get dirty, mat, crush, change appearance somewhat and not look like it did the day it was installed depending on how it's used.

Understand this. The best way to sell is not by using the warranty as a crutch, but by determining what the customer is looking for and delivering the appropriate product to meet her needs. If you sell the correct product in the right place you won't have to worry about the warranties.