How to make decorative paneling more profitable

in demancl uncl llne tunc vour Iinc. thc cxperts sLlggcst. eliminating thc icss profitablc and bringing in thc stl lcs and colors custonrcrs ure asking for. lll prese nting u hut cLrstonrers wlurt to bur rvith cnough SKI s to covcr il rurrge ol'ltricc points to llt their br,rrlgcts ancl kceping invenlorics lrbore lhc si\ lr \L'\en piecc uvcrage sulc. a dealcr can establish a reputation its a clorlinant soLlrcc firr paneling.

Mlking the purchase conrlirrtable f or thc shopper starts u ith clispla,r ing paneling r,, ith decorirting pr<tducts, lrot in thc luntbcr und bLrilcling nraterilrl scction. 'fhe procl r-rct bclongs with othcr intcrior dccor products likc paint. rrallpaper. irncl tilc. Savr r rctailers ntir their deconrtirc *all covcring displays in an iclca ccnlcr approuch.

The area nrust bc clsv to tlncl. cleln. well stocked ancl rtrganized. A tablc with cor.nf orlable chairs can put thc cr.rstomer lt casc ancl kcep hinr in thc section longcr to crunrine idca books. point ol' purchasc ntirterials ancl hou-to inforrlation. [)ho1os or \iglrcttcs showir.rg how pancling can be uscd in a vuriclv of' roonts and inttriot designs helI pr,)\1rrLti\c bul,crs visr.ralizc thc prodr.rct in their oun honre.

Salcs pcople also cun help to nrake the custonrer nrorc rellrccl lbout purchasing pancl proclucts. l'ht- stafl shoulcl bc cclr-rcatecl to ask questions like "what room itrc 1-ou deconrting?" or "whu1 sort ol'f'loor firrnishings arc in thc roorr'l" to hclp thc cLrstonrcr nrakc a choicc. Shoppers nrust be givcn a busis other thln lowest pricc lor selecting panels.

A discLrssion of ply woocl. harclboarcl and llood llber substrates. rcal lloocl venccr flrcc v'ersus sinrulatecl uooclgrain. virrl, l or papcr overlays. wct prinling. to1.r couting ancl nroisture resistant qualitics will help assurc a * isc ancl satisl"virrg clccision.

Story at a Glance

Sales tips from paneling pros analyzing inventory needs, displaying product, making customer comfortable... ideas that reflect on bottom line.

Ilcscarching vour cLlstonrcr s ncccls. dcr cioping a pancling dcpartnrcnt that lllls them ancl nraking thc salc a pleasunt expericncc with thc hclp of an crlucated. prrncl-ri isc salcspcrson r,rill help to nrukc vour dccurative pancl ciepartnrcnt one ol thc nrost succcssf-ul in lhc store. thc pancling pros strcss.

Ways To S

o llrig,htcn vor-rr plncling scction ri ith lots ol light uncl splcc.

o I)ispllr pancls uguinst paintccl backgrouncls lirr contrast. I sc l vibnrnt tloor color-. but ur oirl rcrl. r'cllo* ancl orungc toncs.

o S.t Lrp .r tablc lnrl chairs. il possiblc. to nrukc cuslonrcrs conr li rrtu blc.

l,sc incunclcscent lights or color corrcctctl lluorcsccnt bulbs to highlight thc ptncls. (( ool u hitc llLror-cscent bulbs te nd t() gra] oLlt plncl toncs) o l)ispla)' fclrtccl prodLrcts likc nroulding. nlils. adhcsircs und hund tools. o l.clrrn thc chilf rcteristrcs ()l'r our Ircrlontinlint buvcr ancl orclcr

. ( itll itttclttion to thc puneling dcpartnrcnt with an orcrhcad sign. banncr or cciling hitngcrs.

September 1991 tr USTOMERS shopping for \, decorative paneling are often confused by the wide selection of material available at various price points, but a salesperson who understands the product can guide them through a successful sale.

Asking questions is a good way to begin. Which look do you preferwoodgrain or wallpaper? Which room in the house are you planning to do? The answers will begin to narrow the selection process, with the price level that fits their budget becoming obvious as the salesman shows them the look they prefer at various price points.

If the customer indicates that the area to be paneled is a bathroom, laundry room or other area with high moisture levels, immediately guide them to a moisture resistant tile board. This type of panel has a surface such as Melamine applied to a plywood or hardboard substrate. The designs often mimic tile or marble.

If the area to be paneled has no moisture, you can show thenr their preference of woodgrain or decorator designs in high, medium and low price ranges. Prefinished natural hardwood or softwood veneers applied to a hardwood ply-