There has been a lot of talk about the luxury end of the market- more expensive, high-quality products, being the type of flooring maintaining strong sales. In a recent issue, Al Wahnon, president, editor and publisher wrote an excellent, eye-opening editorial- backed by enlightening statistics- about the strength of the mature consumer: the Baby Boomers. Much has been said about the group's buying power and desire for high-end, high-quality products and services. But, should you carry these products just so you have them, or is there more you should know?

Selling to the high end of the market requires a different mind and skill set. You can't be a schlock operator today and tomorrow be Neiman Marcus. In fact, if you want to play in this arena, it would be a good idea to visit Neiman Marcus or Bloomingdales to see how they operate.

High-quality products require more installation skills. For example, if you are going to sell expensive woven carpets, you better have an installer who is an expert in woven carpets. I spoke with a dealer just before writing this about a complaint dealing with a recently installed woven Wilton carpet he sold. He called to question what the tuft bind should be on woven goods because the complaint is for sprouts in the carpet.

There is no comparison for tuft bind on woven carpet versus tufted carpet. They are two different products, manufactured differently with unlike characteristics and physical make up. Nothing that applies to tufted carpet construction and structural integrity applies to woven carpet. He also said some sprouts were at the seam; that the installer got seam sealer on the face of the carpet and he wasn't sure where the other sprouts were- he is going to look at the carpet and call back.

The fact that yarn was sprouting at the seam and there was seam sealer on the carpet face tells me the installer was inexperienced. Here we have a very expensive carpet not installed by an experienced installer.

An installer's skills should be commensurate with a product's cost. The mechanics at the BMW and Mercedes stores don't work for the same rate as the Toyota or Chevy stores. Customers pay a lot of money for a product, and they expect a lot in every aspect of the relationship.

In the luxury market you have to look like luxury- so do your stores, your displays, your employees and your installers and service people. If you're going to establish this unique identity, you better have the image for it.

One important component for establishing this image is having design-oriented men and women selling your product. Go back to the department stores I mentioned and look around the cosmetic, fragrance and designer clothing departments. These are the type people you want selling luxury flooring. They understand fashion, style, beauty, image and the psychology of the customer.

The buyers in this category have money, they spend it, and they expect product and service on a silver platter- you must understand that. You can't do business as a floor covering store and say you're a fashion dealer without actually being one. If you aren't the real deal in the luxury category, you'll get claimed to death. And as expensive as these products are, one claim could destroy your business.