Salesmanship: The lost carpet fiber

HomeColumnsSalesmanship: The lost carpet fiber

by Warren Tyler

What I don’t know about the manufacturing process would fill a book. What I do know is that carpet is one of the best consumer values on the market. No home improvement will change so much in so little time for so little money. Why then has carpet dropped to 40% of the flooring market from 80% just a few decades ago? Conventional wisdom has it consumers tastes have changed. I don’t believe it.

How many consumers start their conversation with, “Don’t show me carpet. I hate what I have.” This is happening more and more. What is different now? I know one major factor has to be the introduction of FHA-approved carpet in new homes. A 25-ounce plush can’t look good for more than a year. Don’t believe it? According to statistics, more than 35% of new home buyers change the carpet in less than three years. Why? Synthetics don’t wear out; they ugly out.

No less a carpet man than Bob Shaw once stated in front of over 200 retailers: “My 28-ounce Stainmaster carpet is guaranteed to walk out in four weeks.” Why did he say this? Because cheap carpet can’t look good for very long—it may never wear out, which is why those warrantees are so useless, but after a few years (maybe less) consumers wish it would wear out so they could purchase new carpet.

I ask my audiences whether they would sell the carpet Bob Shaw was referencing to their mother if they knew what he said was true. If you wouldn’t then why would you sell something of such low quality to your customers? After a time of embarrassing silence, I would blurt out the answer: “Because you can’t sell!” Consumers are sick and tired of low quality carpet.

Another reason is the fiber producers’ obsession with soft fiber. I have experienced many fiber fiascoes in my time starting with rayon/viscose through Kodel to cut pile olefins and soft yarns. Fiber producers know women shop carpet with their fingers and have no faith that salespeople can explain why the soft fiber of the past didn’t perform as well. But new technology should improve performance. As usual, I will give it a chance.

As a boy, most of my friends’ homes were decorated with wool oriental design rugs. We bought an inexpensive rose wool rug that looked new for years. There is no doubt that good wool is, by far, the most superior fiber. It is naturally stain resistant through the virtue of natural oils, and by the same token, it cleans beautifully. Carpet cleaners who have never cleaned wool are missing something. Although it is not as strong as nylon, it looks better far longer.

In the UK, carpeting still has a 80% share of the flooring market and that is because wool is still the predominant fiber. UK carpet dealers sell better quality and as a result consumers are greatly satisfied with their purchases. They sell real friezes (friezes are not shags, but in reality, they are low tight twists with a high TPI which wear like iron). Years ago, they were called the carpetman’s carpet because of their superior performance. A 60-ounce wool frieze or even an 80/20 blend retails for under $4 a square foot, which if we could sell means less than $2,400 for an average living room, dining room and hall completely installed. When their customers want new flooring they replace it with carpet.

The problem with carpet is that cheap carpet doesn’t perform, and the quicker we train our salespeople to sell quality is when carpet will regain its rightful share.

Must Read

Mannington celebrates 110-year family history

https://www.youtube.com/watch?v=dt1tbvU9JZM Less than 1% of family businesses reach the fifth generation, and even fewer make it to 110 years in business. As a fifth-generation, family-owned...

Carpet stats: High rates put damper on soft surfaces’ comeback

There are no moral victories or participation trophies when it comes to statistical years. As NFL coaching legend Bill Parcells used to say: “You...

Daltile continues support of R.I.S.E. program

Dallas, Texas—As July 4th weekend approaches, Daltile has taken a step back from flooring and refocused its attention on its participation with the Gary...

Shaw Contract launches Origin of Color carpet tile

Cartersville, Ga.—Shaw Contract has unveiled Origin of Color, its new carpet tile collection inspired by the cultural significance of color throughout history. Drawing from...

Tuesday Tips: Customers who move the needle

https://www.youtube.com/watch?v=3IUdZWeWnpY&t=1s   Dalton—The World Floor Covering Association (WFCA) released a new “Tuesday Tips” this week. In the series, WFCA experts present short video tips for improving customer...

NAFCT appoints Scott Bohaker as new executive director

Gray Court, S.C.—The National Association for Floor Covering Technicians (NAFCT) appointed Scott Bohaker as its new executive director. The new director is said to...
Some text some message..
X