How to make decorative paneling more profitable

AILOR your paneling department to your customers. "Stock what they want and make the purchase comfortable" is the message from most store owners with successful and profitable paneling sections.

First, they recommend, analyze your customer base to learn their preferences and spending habits. If your customers spend freely and buy only the best, real wood panels are probably their choice. Those who budget will probably buy from the middle of the price range, selecting wet prints or paper overlays. Landlords buying for rentals may want the low end wood fiber substrate panels. Traditionalists will usually select woodgrains or conservative floral patterns while the more progressive may want brighter colors and unusual prints.

After learning what is selling and what is turning off your customers, you will be able to identify the panels in demand and fine tune your line, the experts suggest, eliminating the less profitable and bringing in the styles and colors customers are asking for. By presenting what customers want to buy with enough

SKUs to cover a range of price points to fit their budgets and keeping inventories above the six to seven piece average sale, a dealer can establish a reputation as a dominant source for paneling.

Making the purchase comfortable for the shopper starts with displaying paneling with decorating products, not in the lumber and building material section. The product belongs with other interior decor products like paint, wallpaper, and tile. Savvy retailers mix their decorative wall covering displays in an idea center approach.

Story at a Glane

Sales tips from paneling prcs analyzing inventory needs, displaying ptoducq making cus. torner comfortable... ideas that reflect on bottom line.

The area must be easy to find, clean, well stocked and organized. A table with comfortable chairs can put duct. Most paneling meets currenl domestic regulations regarding formaldehyde emissions. Virtually all hardwood paneling products conform to flame spread classification requirements for home installation. Salespeople should also know the individual manufacturer recommendations for application of the panels they are selling. Being able to provide the customer with accurate information on measuring and installation as well as products and tools necessary for installing is an important part of the sale. the customer at ease and keep him in the section longer to examine idea books, point of purchase materials and how-to information. Photos or vignettes showing how paneling can be used in a variety of rooms and interior designs help prospective buyers visualize the product in their own home.

An alternative to real wood or simulated wood panels should be mentioned. The hardwood or softwood solid plank comes both finished and unfinished, in a variety of patterns usually in a kit or package. Cut to an 8 ft. length for installing on a wall or 32" for wainscoting, they usually have matching moulding. Planks are high end products.

The salesperson who becomes an expert on all the types of paneling available in stock or on order will find his sales improving.

Sales people also can help to make the customer more relaxed about purchasing panel products. The staff should be educated to ask questions like "what room are you decorating?" or "what sort of floor furnishings are in the room?" to help the customer make a choice. Shoppers must be given a basis other than lowest price for selecting panels.

A discussion of plywood, hardboard and wood fiber substrates, real wood veneer face versus simulated woodgrain, vinyl or paper overlays, wet printing, top coating and moisture resistant qualities will help assure a wise and satisfying decision.