It is hard to argue that hardwood flooring, derived from rapidly renewable trees, is one of the greenest floor covering options available. But is it worth selling that aspect of the floor? For residential consumers, a floor’s sustainable attributes usually come after its look, price and durability, but the reality is salespeople should always take the time to present the product’s green story.
Milton Goodwin, Armstrong’s vice president, hardwood product management, said the best way to sell a product’s sustainable attributes is by simply stating the facts: “Clearly call out the floor’s key attributes for your customers that drive value.” He also recommends “using engaging merchandising displays that are easy to navigate and support regional preferences.”