Mouldinq can be a profirleader

EDETAILERS interested in increas!\ng profits - and who isn't?should take a closer look at solid hardwood decorative mouldings. The high-margin product line almost sells iself, but a few "tricks of the trade" can expand sales dramatically.

Product knowledge, attractive displays and consumer education are three important components, explains Bob Riedlinger, president of Ornamental Mouldings.

Product lnowledge is often taken for granted. To gain a reputation for moulding expertise, you and your sales staff must go above and beyond the basics. Educating consumers often helps them decide to buy a better product.

Riedlinger, whose Ontario, Canada, and High Point, N.C., familyowned business is said to be the world's largest rnanufacturer of decorative wood moulding, uses this scenario as an example. A consumer asks to buy the least expensive moulding, a finger-jointed pine Colonial style profile. The salesman explains this product is not appropriate for staining, that only solid hardwood mouldings which meet or exceed the Wood Moulding & Millwork Producers Association's "N" (stain) grade standards (smooth to the touch without roughness, large knots or severe color variance) are appropriate for staining.

He then suggests the deeply pressed, rich detail of high quality embossed mouldings, such as the classic egg & dafi pattern, arc eyecatching and attractive when stained. Especially, he adds, when the moulding is made of red oak (a step above poplar commonly used for embossed mouldings).

This sharing assists the consumer to make more informed decisions. Riedlinger says. You help them elect to spend a bit extra for higher quality.

Installation tips are also appreciated, he says. Mentioning the appropriate chair rail height is one-third the distance from the floor to the ceiling helps the consumer install with confidence. Letting him know the avail- ability of a miterless moulding system that allows d-i-yers to avoid difficult miter cuts is important.

Eye-catching and idea-generating, displays can improve sales. They need not be expensive. Clear lettering, ample product selection and appealing colors are the basics. "Combine these with creativity and warch the results," Riedlinger advises.

To encourage cross-selling, Riedlinger recommends trendy colors, rich-tone stains or faux finishes such as marbleizing for moulding samples. "Make sure consumers see that everything needed to accomplish the look is available in your store," he adds.

Idea-generating literature with colorful pictures of fashionable rooms using mouldings helps consumers envision the result they want and encourages additional sales. Use the brochure to suggest adding a chair rail as well as cornice moulding. Even if the consumer doesn't buy, the brochure he takes home will be an effective reminder of his next project.

Diagrams illustrating mouldings and their placement as well as the proper profile names help consumers learn what to ask for. Offering a brochure, explaining its contents, showing where the pictured items are located and suggesting alternatives are all part of consumer education.

To increase your moulding profits, include these three components in your program - enhanced product knowledge, eye-carching, idea-generating displays and consumer education, concludes Riedlinger. They'll be pleased with the service and you'll be pleased with the results.

Story at a Glance

Ways to expand moulding sales ... product knowledge, eye-catching, idea-generating displays and consumer education make the difference.