Q: How can I "sell" warranties without creating a false sense of security for my customers?
A: Warranties are a product of the enthusiasm of flooring manufacturers. With huge efforts being placed on making a product better than the last one, all of us want to make sure our customers are aware of the improvements. Each new flooring finish production line is designed to apply finish in a manner that will produce a better product than the previous line. Most of the product changes are a result of learning what works, as well as genuine advances in technology. While I was visiting our finish manufacturer one day, the head chemist told me that he receives between 20 to 30 laboratory samples a day from chemical manufacturers. He spends a substantial amount of time testing these products as possible advances.
Our industry has a lot of capacity, and the main benefactor of the resulting competition is the consumer. Does this mean that a floor finish with a 35 year warranty is seven times better than the warranties offered six years ago that had a five-year warranty? Possibly. Read the warranty. We load them with exclusions that are based on misuse, improper maintenance and abuse. Do we really think they will last 35 years? If the consumer is made aware that the main purpose of the finish is to protect the floor from surface moisture and dirt, and that they should avoid dragging hard objects across the floor, then, yes, we do think these finishes will last that long.
Some finishes are not so good. There are some finish lines and companies that do not keep up with these advances and expenses. Or, they don't have the skilled labor and chemical manufacturer's support to maintain product quality and performance.
Talk with a Trailblazer
Most distributors are knowledgeable buyers. The established distributors in our industry have a lot of new ideas and products brought to them on a daily basis. Many are good products from companies with years of experience. Generally, these companies won't offer a product they haven't already researched and to which they haven't dedicated a large amount of time and money. Local distributors are your best source for a quick response. They bear the brunt of complaints and try to avoid offering their customers a product that will cause a problem. Many of the more progressive distributors offer product shows and seminars that are your opportunity to gain access to manufacturers and knowledge. The product shows are always free. Some of the seminars are at a minimal cost to help cover the cost of bringing an expert into your area.
Take a Trip
Knowledge is a wondrous tool! Your distributor should be able to offer you a chance to tour a floor milling facility that also has a finish line.
Hardwood milling quality and close tolerances take on new meaning when the flooring is going to have more than eight layers of finish, measured in "grams per square meter," with each layer having a very specific function that relates to the adjacent layer ... and it's all applied, packaged and ready to install in six minutes or less! It makes sense when you see it. The warranties make sense when you have a basic understanding of how it all fits together. The opportunity to have the director of the line explain how finishes are applied and cured, and the process that makes the finish able to support a warranty, will add knowledge and insight when you explain a warranty to a customer. Consider the cost of a complaint in your time and money because you made an error in explaining a prefinished hardwood floor warranty. This trip is a real investment for you, and it pays returns immediately.
It Also Works for Your Customer
We do think these products will last, but all manufacturers rely on expert advice and high-quality installations from our dealers and installers for the products to perform to their potential. I don't think that many floor covering products are designed to perform optimally if they are installed by a "do-it-your-selfer." There are too many issues, such as subfloor requirements, job-site acclimation, proper delivery and storage, relative humidity conditions, HVAC design and operation, and industry standard basic installation requirements, that are unknowns to a retail customer or untrained "contractor." Modern construction practices and techniques constantly challenge even the best installers. Offering or implying any type of performance warranty to a retail buyer without expert installation can result in problems for our whole supply chain.
When talking with the customer, start at the bottom of the floor and work your way "through" it to the top of the finish. It's a fascinating story, but remember, any blanks you leave will be filled in by your customer's imagination.
