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Underlayments
Upgrading…The key to profits.
Article originally Published in Floor Covering News September 3/10 2007 issue.
Click HERE for the actual published article in a printable PDF file format.
The following are two analogies that explain how other industries do a very good job of upgrading, thereby increasing their profits. In the first method the upgrade is already attached to the core product and produces 100% results. The second approach gives us a little more flexibility and still produces high results. The easiest methodology to instill new profit systems in your business is to simply look outside, into other industries that have already perfected similar systems.
Remember the last vehicle you purchased? Did it come with handles to crank
up the windows or power windows? How about a climate control system? Was
a satellite radio or CD player already included? Most of these upgrades
are standard on most vehicles, but when it comes to floor covering, upgraded
underlayments aren’t always included or sometimes not even offered
at all.
Now, just pretend for a moment that you just purchased your brand new dream car. It’s beautiful and going to look spectacular in your driveway. The new satellite system sounds awesome; but just before you pull into your driveway you try to roll down the window to say something humorous to your neighbor who’s getting his mail - only you can’t find the button for the windows anywhere, and then you notice a window crank handle.
The above scenario is not that different from a woman walking on her new floor for the very first time with hard heeled shoes and hearing an annoying click-clack sound. Or not feeling like she is sinking into her new carpet but noticing that it feels firm like a concrete floor. She wonders why there is no cushiony feeling like on her neighbor’s floor. She might even say the following to herself about her new laminate flooring; “Betty’s floor just doesn’t sound so loud, I just wish someone would have told me.” This is not something any floor professional would ever want to hear about a job he or she was associated with.
The key to profits is also the key to the consumers’ enjoyment, they go hand in hand. Profits are necessary. If your store or stores are in a competitive market where you may have to advertise a low price that cannot already include a high end underlayment, upgrading for both your business’s well being and your clients’ enjoyment is a responsibility every professional internalizes and makes part of his or her repertoire.
The best marketing consultants advise to simplify the buying process whenever possible. Many authors describe this as make it easy for your clients to do business with you. The auto industry has simplified the process of upgrading by including many upgrades as part of the package, a simple formula to emulate.
Electronics stores take on a slightly different approach. I can’t remember the last time I purchased an electronic component for over two hundred dollars without being asked at the register if I wanted to purchase some sort of extended warranty plan. They are increasing their profits by using the second formula; asking, and sometimes advising you to buy these extended warranties. Is every single client that purchases floating floors from your store asked if they would like the underlayment with the highest sound ratings available in the U.S.?
These are two
obvious methods that may be easily overlooked. However they can be immediately
implemented in your own business to reap the multiple benefits of turning
the key to additional profits while adding to your clients’ enjoyment
and simplified buying experience.
Article originally Published in Floor Covering News July 23/30 2007 issue.
Click HERE for the actual published article in a printable PDF file format.
How To Turn An Ordinary Product Category “Underlayment” Into An Extraordinary Money Maker
In simple terms, there are
only three things to pay attention to when growing your business.
Whether you own the company, or you are a salesperson
growing your account base, all you do is: 1.
Find more new clients. 2.
Sell more products to your existing clients.
3. Get
your existing clients to buy more often, or refer more new prospects to
you more frequently. All three items
are equally important and this article will concentrate on number two:
selling more products to your existing clients using an immediate back
end sales tool called underlayment. Here are just a few examples you can
start using immediately to start skyrocketing your profits with underlay
and simultaneously helping your clients receive more enjoyment out of
their new floor.
1. Incorporate a new sale
or offer where you already include the best underlayment available. If
your competitors are not doing this then get started immediately. The
easiest way to increase your profits with underlayment or any other product
is to differentiate. Your advertisement or direct mail piece, flyer, postcard
or website could read something like this: This week only we are including
the LAMINATE
PAD with the HIGHEST SOUND
RATINGS available in the U.S. with
every installed purchase of over 500 sq. ft. (when you buy XYZ brand laminate
floor). We believe your new floor should not only look great, but sound
solid and feel more like a real wood floor.
(When you buy XYZ brand, or color,) can be removed or added to help promote
whatever laminate brand you have in stock.
2. Whenever your underlayment is not ON SALE or not already included with the floor an easy way to upgrade is simply not to discuss the pad until the end. Once the homeowner has selected the color and style floor she wants, show her the base grade underlayment and then the best choice underlayment for her floor selection and let her know the difference in total dollars. It’s also a good idea to show your client an underlayment upgrade chart at this time if your underlayment has one. You can request one for free at Samples@StarlineUSA.com ask for the FREE SILENT BLUE™ underlayment Comparison Chart. Lets say a hypothetical client has 1500 square feet that needs replacing and they are investing $4.00 - $6.00 per foot on their new floor; that’s approximately $7,500.00. Now for an additional 40¢ per sq. ft. or only $600.00 more she can enjoy a quieter, or more comfortable, more stable, or softer, longer lasting, better floor that will add years of enjoyment to her carpet, tile, laminate or wood floor. It’s less than 10% of the cost but makes all the difference in the world. All you have to do is make sure that your client understands that this is so important that it might be better in some cases to buy a less expensive floor if budget dictates to make sure they get the right underlayment. Buyers will rarely want to downgrade the floor when asked and usually will quickly realize the importance of the underlayment and you will build instant credibility. How many of your competitors do you think would ever dream of downgrading a customer’s selection? I have a feeling that very few would ever think of it, but if you are not afraid to, (and not because they are picking a floor that you think is expensive but because you know that it is in your clients best interest to actually own a floor that is a little less expensive but with a better pad underneath), you will not only gain a new client but also a friend who will consider you his or her flooring consultant and will refer you to friends and relatives.
3. Create
a commission structure for your sales staff that ensures they do the right
thing for your clients by always showing them the best underlayment available
for their floor. When the salesperson forgets to upgrade sit him down
and show him the difference in commission, let him or her see how much
more they could have earned if only they had upgraded the enjoyment, uh
I mean the underlayment.
How would you like to earn a 55% profit margin or better on the above
scenario while helping your client achieve a more enjoyable floor experience
and ensuring future referrals and repeat business? With products like
Silent Blue™
achieving all three is simple. Just be sure to always look out for your
client’s best interest and back end profits with underlay will be
on automatic pilot.
Article originally Published in Floor Covering News March 12/19 2007 issue. Click HERE for the actual published article in a printable PDF file format.
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| Underlayment options grow for laminate, cork |
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| Laminate floors sound
and feel hollow simply because they float. Eliminating this feeling
actually makes the difference between a cheap floor and a high-end
one, assuming you are offering a quality laminate. An important
element on the way to success in the laminate flooring business
is making sure every potential client that Growing
variety Middle
grade
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QUARTER
ROUND SAVINGS! Quarter Round Primed White from: 17.4¢ a linear ft. Pallets:
17.4¢ per
linear ft. (3200 pieces) FREE SHIPPING! 100
– 500pcs. 22.7¢
per linear ft. Call for shipping rates.
“White quarter round, looks better than exact matching quarter round, because it doesn’t look like the floor is creeping up the walls”. - Kenneth Baer, Laminates U.S. -14 cities thoughout SE U.S. “Primed
white quarter round can be painted the same color as the base boards
and crown mouldings, leaving the most beautiful finish I have ever
seen on any laminate flooring job!” Primed White quarter
round can be used on any WOOD FLOOR, CORK FLOORS and
LAMINATE FLOORING! Save Money,
and offer your customers a better option than matching quarter round,
There is already a 10 day waiting list. Get on the waiting list
today by calling: www.StarlineUSA.com
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You
won't find a laminate underlayment with more sound or moisture control...
Even if you pay more! |
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| Golf
Ball test??? If you’ve
tried the golf ball test, try it over a real sub floor with imperfections
and learn about hollow sound pockets. A stiff pad will not conform
around small debris and will create hollow sound pockets all over
the floor. Silent Blue™
does not create hollow sound pockets therefore it remains quiet throughout
the home or business.
Zero complaints, zero warranty issues, zero claims!!! Silent Blue™ is selling at a rate of nearly 1 million square feet per month and yet we’ve never heard of a claim, defect or any complaint whatsoever having to do with product quality. Highest Sound Ratings Available: tested by NGC, independent testing laboratories. They actually called us and couldn’t believe that such a thin pad has such high ratings. A thicker pad means nothing. Results are the only significant factor; you can’t see the pad anymore after it’s installed, and will never again be able to say “See, look how thick it is.” Beware… thicker pads can create more movement, meaning less stability and the sensation of walking on an unstable floor as well as cause the loss of joint integrity in the floating floor. Moisture Proof: Closed cell construction; moisture can not penetrate Silent Blue™ pad. Just make sure the seams are taped with a continuous run of either a polyethylene tape or Silent Blue™ tape.
Starline Delivers the Best Value... Starline Associates delivers the best value for the money with the introduction of Silent Blue™ laminate underlayment. Silent Blue™ combines closed cell construction, 72IIC &73STC ratings that reduce sound by as much as 65% along with waterproof technology, eliminating the need for a vapor barrier. Silent Blue™ also overcomes most subfloor imperfections without leaving hollow sound pockets. While other laminate underlayment manufacturers try to impress with apparent value, Silent Blue™ delivers real results in a simple package. To hear it is to believe it. Best of all Silent Blue™ is priced so far below competitive pads because of 3 simple reasons. 1. No sales reps are used, saving the floor covering retailer and end user 10 to 15%. 2. Silent Blue™ is constructed in a way that does not make it necessary to apply a film to it or the subfloor, saving the dealer and end user another 5 to 10%. 3. No money is spent on apparent value, simply put it’s a simple pad made of closed cell technology, we could have spent another 10 to 15% on appearance but decided to keep the price well below the alternatives.
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Starline ships 12 million square feet of laminate and wood underlayment in 2006 with zero claims Luria's Communications' Market-at-a-Glance Surfaces 2007 - February 7-9 Fort Lauderdale, FL
– Floor covering dealers in 41 States across the U.S. are
increasing their profits with Silent
Blue™ laminate Underlayment’s comparison
chart.
"You cannot buy a laminate underlayment with more sound or moisture control…Even if you pay more!", is our unique selling proposition,” states Ray Rodriguez, President and CEO of Starline Associates Inc. home of Silent Blue™ pad, as well as Star Silver™ 3mm Laminate Underlayment. “It really differentiates us from so many other pads available today. The chart has been a great eye opener for the public, and an easy tool for floor covering retailers some have even turned it into signage in their showroom.”
To view the Silent
Blue™ comparison chart visit www.SilentBluePad.com
or floor covering retailers may call 1-866-752-6548.
The Truth about 12mm Laminate Flooring That’s it, I’ve had enough. I was just approached with another offer to buy 12 mm licensed Laminate from China. Do not read any further if you do not genuinely care about your clients. If you are not looking out for their best interest, this article is not for you.
It’s amazing how some people will say or do anything to make a one time sale instead of trying to do what’s best for their client. Having the concern and courage to tell a client that what they really need is a lot less than what they have seen elsewhere, and maybe asked for (in this case a 12mm), may cause you to end up with a smaller sale initially, but at the same time you will gain a friend, who will refer others to you. I can not hold this philosophy while providing my clients with products that have a softer middle core, but look like they are worth more simply because they are thicker; or, products that are of a lower quality but only cost more because of transportation. We may carry a 12mm one day, but only when it has a greater benefit adding more value to the consumer. Until then, I hope that when a homeowner asks you for a 12mm, you’ll let them know how the thicker middle core does not make the laminate last any longer, how much of the cost is associated with freight because you can’t get as much of it on a container, and how they can save money and invest it in something more important like a high-end underlayment with the best sound ratings available.
Underlayments: Every Floor Needs
One Stressing The Importance Of What Goes Underneath
“They can create the success or failure of the floor. “First,” he explained, “because of the moisture resistance that they provide, but not only that, they act as sound control. An upgraded underlayment can really avoid the clickity-clack sound of most laminate floors and, in some cases, even hardwood floors, so that they can both feel and sound a lot stronger and a lot better with the noise eliminated. “We have both pads, including the base grade that doesn’t really do anything,” he added. “About 60% to 70% of our customers don’t upgrade, or only do so when required by specifications such as in a condominium or a high rise building.” Regarding the problems inherent in selling underlayment, Rodriguez noted, I ask all of my retailers to provide an upgraded pad under every single floor. “They use that as a selling feature to their customer saying, ‘You’re not just getting a base grade pad, you’re getting something with the highest sound ratings in the industry.’ Selling Tool “Sometimes they use it as a selling tool, and tell the customer, ‘We are going to provide it for free for you in this job,’ even though they do it for every single one. But some salespeople put so much emphasis on the floor, that they completely forget about upgrading the underlayment, which is extremely beneficial for the end user. I’ve even talked to them and given a few tips. “One easy way is,” he continued, “if you want to concentrate on the floor, concentrate on the floor, and right when you are done and Mrs. Jones is about to give you a check, all you have to do is say, ‘Oh, by the way, which pad would you like under this floor,’ then he can show her a basic base grade, two-in-one foam and film, and also show her an upgrade. Usually, the customer will ask, ‘What is the difference going to be for me?’ “The salesperson can mention the sound-deadening qualities,” added Rodriguez. “An example would be a 1,000-sq.-ft. job. She might ask, ‘How much more would this cost?’ If the salesperson only sells it for $.40 to $.50 more, that’s $400 or $500 more on a job that may be $3,000 or $4,000 at 10% or less. So, it’s an easy upgrade. We still can’t get them all to do it but we’ve gotten a bunch of them to upgrade.” Cushion and underlayment manufacturers, such as Leggett & Platt, offer several types of products for all types of flooring. According to its Web site, the company offers cushion such as bonded, fiber, premium, prime and rubber products, and this is just for residential broadloom. It also makes underlayment for laminate floors. John Morgan, national sales manager of No-Muv Corp., which specializes in underlayments for area rugs, said, “the first thing it does is, it prevents the rug from moving. The second thing it should do is, prevent the rug from wearing. And, in order to do that you have to have a cushioning effect. Most non-slips are so thin, they prevent the rug from moving, but they do not prevent rug wear. What we make, because of its thickness, it prevents rug wear. Don’t Be Intimidated “If those two attributes are described to the consumer,” he explained, “she will, generally speaking, buy it. In my experience, over many years, it’s not the customer that is intimidated by the price, it’s the salesperson because he does not want to lose the sale. This is understandable, but it’s still wrong.” Morgan mentioned a recent Carpet Cushion Council (CCC) program, which was available as an insert inside Floor Covering News, as a good educational tool for all salespeople. “That is something that the salesperson, in any store, if they haven’t read it, they really should. It will give them a lot of information as it is very clear. I would highly recommend it.” “It’s very important for salespeople to put more emphasis on underlayment,” said Bob Pratt, technical director for MP Global Products, “because it can increase their bottom line. They can upgrade the underlayment and basically, make a little more money on each individual sale. The characteristics that you are looking at, it improves the acoustical properties of the installation, the sound that goes from one level down to another, such as in a multi-family dwelling. “Plus,” he added, “it also helps with the resonating sound within a room itself. When it comes to getting an upgraded pad, it makes a laminate floor sound more like real wood.” The major problem, he noted, as did Rodriguez and Morgan, happens at the point of purchase. “The salesperson is reluctant to bring it up, to let the customer know that there is an option, other than just spending the less amount initially. You divide it up over the life of the floor per square foot, and it becomes minuscule, the added amount that is paid for an upgraded pad.” Companies such as MP Global, which early on focused on manufacturing synthetic carpet cushion, have more recently placed its efforts into the research and development of acoustical underlayments for hard surface flooring. “Our QuietWalk rapidly became a leading upgrade underlayment in the laminate flooring industry,” said Pratt. “The successes of QuietWalk led us to develop other innovative products. We think of ourselves as problem solvers, specifically in the area of moisture protection and sound deadening. Increasingly, more architects and designers are specifying underlayments from MP Global into high-rise apartment buildings and condominiums. MP Global, much like many other underlayment manufacturers, has placed an increased emphasis on being environmentally friendly. “Most of the underlayments we manufacture are made with post industrial/pre-consumer fibers,” said Pratt, “materials that would otherwise have been disposed of in landfills. These same products can again be recycled through our manufacturing process by ‘re-grinding’ the padding into fibers again, and mixing them back into newly produced goods, truly making them ‘green - green’ merchandise. “Furthermore,” he concluded, “these pads contain no VOCs. Our low-melt process uses binder fibers instead of resins, and the results are a non-allergenic product with no chemical smell.”
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