Selling the value of hardwood

I\EALERS not targeting hardwood l/floors. interior and exterior doors, millwork and cabinets as value-added products are losing sales.

Over half the 500 consumers in a Better Homes & Gardens magazine survey were considering hardwood for their next flooring purchase based on value, durability and maintenance. Information such as this can help suppliers plan sales presentations with afgumenB that overcome reluctance.

"Knowledge is power and consumer research arms you with more costs of $1.10 per square foot,270 square feet of hardwood flooring (30 square yard equivalent) will total $1,836. Over time, that's fewer dollms for greater durability, quality and fashion. gant design," Dryden explains. "Value. which once meant the best price for a given product, today means the best quality for a given price."

Selling to this concept, a retailer should focus on quality and fashion, power to close the sale," Janet Johnsen, hardwood flooring survey manager, pointed out.

Knowing consumers want hardwood floorings but may be put off by the perception they can't afford tlrcm, a dealer can stress that the total life cycle cost of hardwood flooring is competitive with flooring that costs less initially.

For example, Vicki Dryden, vice president of sales and marketing, Harris Tarkett, points out carpet at $15.95 a square yard, padding at $1.95 per square yard and installation costs of $3 per square yard will cost 5627 for 30 square yards and have to be replaced three times in 30 years for a roral of $1,881.

With a life span of at least 30 years (often 50, 75 or even 100), a cost of $5.70 per square foot and installation

Examples such as these help the buyer view the purchase as a long term investment. The cost is the same over the years, but the durability, beauty and resale value of hardwood far exceed that of other types of flooring.

The same logic applies to hardwood kitchen and bath cabinets, doors, moulding and millwork. Statistics prepared by F. W. Dodge for the Kitchen Cabinet Manufacturers Association show consumers like solid hardwood cabinets. Hardwood doors also are coveted by many consumers, but some fail to weigh their elegance, beautiful finishes and thermal efficiency against the initial price.

Hardwood millwork is also an exceptional buy when quality, durability and acceptance of slain are considered. The retailer who points out the advantages of these products helps the customer to decide that the extra money is well spent.

"Quality means not the newest, flashiest or priciest product to hit the market, but the one with quality crat'tsmanship, classic styling and ele- not price, in sales presentations, Dryden suggests. She recommends:

O Showcasing hardwood in room settings.

C Displaying manufacturers' brochures and publications such as Hardwood Expressions published by the Hardwood Manufacturers Association.

O Utilizing point of sale materials such as catalogs, brochures, displays, banners, posters and videotapes.

O Reading home furnishings and design publications and keeping copies handy to share with customers.

O Creating a design scrapbook so customers can point out favorite looks.

O Compiling a list of features and benefits of hardwood products and discussing pros and cons of each as they relate to a particulal installation.

O Emphasizing hardwood's environmental benefits using National Hardwood Lumber Association's Ifte Forest Resource Fact Book to point out more hardwood timber is standing today than 40 years ago.

Story at a Glance

Tips on selling hardwood flooring, cabinets, moulding and doors as value-added products ... how to show customers hardwood costs no more than lesser woods.