Kitchens are new trend in hardwood flooring sales

BYIl,"Ti#'i'"Y;i.ilx9'TlJ; known for years-a wood floor gives a kitchen a warm, inviting look that today's families want in the room that is the hub of the home. With hardwood floors in vogue for new home kitchens, you can be sure that Ms. D-I-Y and the remodeling contractors will be using them, too.

"New synthetic, water resistant finishes have made it practical to use wood floors in kitchens," says George Kelly, National Oak Flooring Manufacturers Association director.

Hardwood floors for all rooms and areas are becoming more popular. Over 103.4 million feet have sold during the past 12 months. The association reports that hardwood flooring manufacturers shipped 54.2 million board feet of prefinished and unfinished flooring during the first six months of 1984, a 990 increase over the previous period.

After nearly 20 years of declining sales, hardwood is once more popular. Strip flooring is still the standard in most homes, although designer floors, primarily plank and parquet, have become popular in medium to upper income homes, according to Kelly. "Hardwood flooring is an investment which will last a lifetime and adds significantly to the resale value," he said.

How can a dealer capitalize on this renewed interest in hardwood floors, especially in kitchens where a man-

Story at a Glance

Water-resistant finishes make hardwood more suitable lor kitchen... interest in hardwood flooring growing... ways you can establish your store as a hardwood flooring specialist.

made surface has always been considered more practical?

First, he can make certain that he has one or more trained hardwood specialists on his sales staff. ,This person should be familiar with the different wood patterns, parquets and planks. There are many choices. One manufacturer, for example, lists over 70 different types. There's a wood floor to suit any taste and situation, but the consumer is often confused about solid or laminated products, smooth or textured surfaces and the variety of color available in oak, walnut or teak. The expert will be able to recommend the right wood and assure the purchaser of its suitability.

The hardwood expert also is the guide in interpreting specifications, selecting application materials and tools along with the prefinished or unfinished moulding, trim and stain necessary for completing the job. A final duty of the hardwood expert is to outline the easy upkeep tactics needed to guarantee the wood looking good for many years.

As a dealer, you probably wonder where you will find this hardwood wizard.It does not just happen. This miraculous salesperson is carefully trained, usually in part by attending classes offered ty hardwood distributors. If there are no classes available, he can educate himself using materials provided by the flooring association and the manufacturers. Experts working with the distributor also can answer many questions for him.

To give the salesperson as well as his sales a boost, a dealer must maintain current hardwood displays. Ideally, they should be in highly visible areas and reflect the latest trends in wood patterns and textures. At present, a kitchen vignette with a hardwood floor would be ideal. Experts recommend a 12 sq. ft. area for showing a pattern, but less will do. Some dealers beat the space problem by displayng samples on the walls of the