The economy is tougher, competition is tighter and consumers have a firm grip on their wallets. But when it comes to closing a sale, an attractive price tag is not all that matters. It’s what you know that counts.

A knowledgeable sales representative who can expertly guide a shopper toward a purchase she’ll be pleased with is arguably the most valuable tool in the laminate sales arsenal, says Bill Dearing, president of the North American Laminate Flooring Association (NALFA).

“Professional dealers know to play to their strengths and not compete with other types of retail outlets,” Dearing says. “There are two important elements – personalized service to every visitor and flooring product knowledge that is superior. A good store rep can advise a potential buyer on her choice of flooring depending on lifestyle, fashion, performance and budget.”

From the FT Web Exclusive Feature
“Surviving in Laminate Sales”