Hardwood Floors October/November 2017

By Katrina Olson

DURING THE SALE

What to do: • Offer manufacturer-recommended wood cleaners along with information about proper maintenance. • Give a free sample of wood floor cleaner or a complete floor care kit. Explain why it’s important to use manufacturer-approved products. • Offer a discount on a future purchase. • Provide a financial incentive or free gift for referrals and also for those they refer. Again, the contractor-based business will have a di erent approach. For example, Flooring Services’ supervisors monitor each project before, during, and a er installation. “We constantly check on each home’s progress. We pre-walk the home to determine the condition of the slab and if the HVAC system is operational. We don’t install until the site is o cially ready. A er installation, we cover the oors with a protective layer of cardboard-like material, which is removed immediately before closing,” explains Ervin. • Consider a maintenance contract with annual check-ups, cleaning products, cleaning service, stain treatment, minor repairs, HVAC system analysis, or recoating. • Ask for a testimonial or review on Angie’s List or Yelp. Post it on your website and social media platforms. At Flooring Services, the most important relationship is with the contractor. So if the builder calls with a problem, they follow up immediately. But their commitment doesn’t stop there. “I’ve trained all supervisors that, no ma er why we’re in the home, we always go over maintenance. We’ll leave copies or email PDFs with information about the proper way to clean their wood oor to help ward o any future problems for our contractor customers and us.” Keep them coming back Although it may be years between purchases, building strong customer relationships pays o in the long run. Just ask Carpet One’s Shepard, “I’m surprised at how o en people come back. Sometimes every year to three years. Our repeat business is very high. ere are no absolutes. When you presume that ooring is a one and done, it actually isn’t. e way to keep them coming back is good service and good quality products.”

During the sale, customers want information. ey

want to know why one product is be er than another or what added value or bene ts they will get with a higher- priced product. ey may also appreciate

design services to help ensure their ooring works with their home’s other design elements. In short, they want to make the right decision. is is where you can build trust by addressing their concerns and educating them about product quality, installation, climate, sustainability, and pet tra c.

AFTER THE SALE e customer journey isn’t over a er the oor is installed. Customers still want to know you care about them a er the sale. is is also an opportunity to cement the relationship you’ve worked so hard to build. What to do: • Send a hand-written thank you note signed by the salesperson. • Send a floor care kit or cleaning product as a thank you gift. • Call after delivery or installation to make sure the customer is happy. • Immediately address any issues or concerns. • Follow up to make sure any issues are resolved to the customer’s satisfaction. • Add the customer to your mailing list. • Advertise to stay top of mind; remind customers you’re there.

Photo courtesy of Aaron Burden

Katrina Olson is a freelance writer and principal of Katrina Olson Strategic Communications. Reach her at katrina@katrinaolson.com.

the magazine of the national wood flooring association

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