2 minute read
Moulding can be a profif leader
Ft E-IAILERS interested in increasIlfing profits - and who isn't?should take a closer look at solid hardwood decorative mouldings. The higb-margin product line almost sells itself, but a few "tricks of the trade" can expand sales drarntically.
Product knowledge, auractive displays and consumer education are three important components, explains Bob Riedlinger, president of Ornamental Mouldings.
Product lnowledge is often taken for granted. To gain a reputation for moulding expertise, you and your sales staff must go above and beyond the basics. Educating consumers often helps them decide to buy a better product.
Riedlinger, whose Ontario, Canada, and High Point, N.C., familyowned business is said to be Oe world's largest manufrturer of deco. rative wood moulding, uses this scenario as an example. A consumer asks to buy the least expensive moulding, a finger-jointed pine Colonial style profile. The salesman explains this product is not appropriate for staining, that only solid hardwood mouldings which meet or exceed the Wood Moulding & Millwork Producers Association's "N" (stain) grade standards (smootb to the touch without roughness, large knots or severe color variance) are appropriate for staining.
He then suggests the deeply pressed, rich detail of high quality embossed mouldings, such as the classic egg & dart pattern, are eyecatching and asractive when stained. Especially, he adds, when the moulding is made of red oak (a step above poplar commonly used for embossed mouldings).
This sharing assists the consumer to make more informed decisions, Riedlinger says. You help them elect to spend a bit extra for higher quality.
Installation tips are also appreciated" he says. Mentioning the appropriate chair rail heigbt is one-third Oe distance from the flmr to the ceiling helps the consumer install with confidence. Letting him know the avail- ablity of a miterless moulding system that allows d-i-yers to avoid diffiotlt miter cuts is important
Eye-carching and idea-gen€,rating, displays can improve sales. Tbey need not be expensive. Clear lenering, ample product selection and appealing colors are the basics. "Combine Oese with creativity and watch the result$" Riedlinger dvises.
To encourage cross-selling, Riedlinger recommends trendy colas' rich-one stains or faux finisbes such as marbleizing for moulding sanples.
"Make sure consulrers see that everything needed o rccomplish the look is available in your stor€," he adds.
Idea-generating literaure with colorful pictures of fashionable rooms using mouldings helps consumers envision t[e result they want and en@urages additional sales. Use th brochure to sugges adding a chir rail as well as cornice morlding. Even if the consumer doesn't buy, the brocbure he takes bome will be an effective reminder of his next project
Diagrams illustrating mouldings and their placement as well as the pfoper p'rofile nanes belp cmsumers learn what to ask for. Offering a brochure, explaining its contents, showing where the picured items are located and suggesting dternatives are all part of onsumer educatio.
To increase yar moulding profits, include these three components in your program - enhanced product lnowledge, eye-carching, idea-generating displays and consumer education, concludes Riedlinger. They'll be pleased with tbe service and you'll be pleased with tbe results.
Story at a Glance
Ways to erpand moulding sales ... product knowledge, eye+atching, Hea4enerating displays and consumer education make the difference.
PAINT grade engineered wood moulding, which has been used in Europ€ for 20 years, is now manufactured in U.S.
