An educated consumer is the best customer. There is no question about that. But relative to solid unfinished hardwood flooring, in many cases it's left up to your sales staff to educate the consumer. The people working in your showroom must be prepared to offer a veritable primer on how this remarkable flooring adds warmth and beauty to a room, and why it is an excellent investment for homes and businesses. It is incumbent upon dealers and their staffs to teach potential buyers why unfinished hardwood makes sense. Informed buyers, after all, usually want the best. If your salesperson does an effective job of educating the customer, the probability of making the sale is greatly enhanced. And it goes without saying that satisfied customers will recommend you time and again to their friends and associates.