Don Roberts, president & CEO Central Alabama Flooring, compares expenditures he has made in traditional media last year versus prior years. Roberts who uses TV, direct mail and radio, notes that his expenditures have remained consistent over time where his competitors appear to not advertise as they once did in traditional media.

John Simonson, president of Webstream Dynamics and Five Star Store Reviews, talks about a situation between the Federal Trade Commission and National Floors Direct involving the enforcement of the Consumer Review Enforcement Act. National Floors Direct in its contract with the consumer restricted them from posting honest but negative reviews online. The FTC found that National Floors Direct violated the Consumer Review Enforcement Act.

Tom Jennings, vice president of development, World Floor Covering Association (WFCA), talks about viewing service through a consumer’s eyes. Jennings talks about the advantages of salespeople having a working knowledge of the installation process and how it builds confidence for the consumer and builds a great deal of confidence in the salesperson as well. Also discussed are the advantages of salespeople developing relationships with installers where possible and seeking to communicate with installers more effectively.

Scott Levy, president of Arley Wholesale, talks about the launch of its Road Show promotion series with its June 11 show in Wilmington, Delaware with three more scheduled for July and August in Sarasota Springs, NY, Uncasville, CT, and Columbus, OH. Levy talks about response to the initial show and the benefits of the company’s product line to customers.

John Simonson, president of Webstream Dynamics and Five Store Star Reviews, talks about the optimum time in which retailers should respond to leads they receive online. Simonson notes that the floor covering retailers he works with have improved a great deal over the last several years and are responding to their leads in a timely manner. Also discussed is the results of a survey revealing consumer expectation as it relates to response time.

Tom Jennings, vice president of development, World Floor Covering Association (WFCA), talks about the importance of service as a principal differentiator among independent retailers and installation being a prime element of that service. He notes that the installation knowledge level of many independent retail salespeople is lacking, calling the installation process of the business essentially being its DNA. Jennings talks about the reasons why salespeople should be well educated in the processes of installation of all products they sell.

George Celtrick, president, Whitewood Products, talks about consumers’ desire for real wood and how they are often directed to wood look a likes while on the retail sales floor. He offers suggestions as to how to approach consumers to help save wood sales by discussing the total cost of a job rather than talking about square foot pricing.