(Editor’s note: Following is the latest installment of a multi-part series featuring Mohawk Edge retail partners who signed on to become Edge Aligned Stores members. This segment focuses on the benefits that membership provides for ProSource Wholesale of Phoenix, Ariz.)
ProSource Wholesale (PSW) of Phoenix had been a loyal Mohawk customer for more than seven years before PSW made the decision to become an Edge Aligned Stores dealer in 2025.
The move to the Edge Aligned Stores program was a natural progression for PSW, according to Elise Lefebvre, company president. As she explained, “We’ve built a strong, mutually beneficial relationship that truly flourished when we began working with one of the best hard surface sales representatives in the industry—Jeremy Leber of Mohawk. Jeremy’s expertise and proactive approach gave us confidence that Mohawk was committed to helping us succeed.”
Lefebvre said another pivotal moment came when ProSource received the Susan G. Komen award in 2024 for selling the most SmartCushion carpet pad in the Southwest region. “That recognition reinforced our belief that Mohawk values its dealers and celebrates their achievements,” she stated. “Joining the Edge Aligned Stores program felt like a natural next step to deepen that partnership and leverage additional tools and resources to grow our business.”
ProSource takes advantage of these key benefits:
Mohawk’s dealer locator
In today’s market where consumers begin their shopping journey online, retailers that maintain a robust online presence while promoting Mohawk brands on their sites and in-store gain a distinct advantage. That’s where Mohawk’s Dealer Locator comes in. When consumers research a Mohawk brand and click “Find a Retailer” for a local floor covering dealer that might carry that product, retailers who are part of the Edge Aligned Stores program get priority placement on the Dealer Locator. Lefebvre called it a “game-changer.”
“Mohawk’s Dealer Locator increases visibility and drives more qualified traffic to our store, helping us connect with customers who are ready to buy,” she said. “We often use the store coupon as an enticing offer for clients who discover us through the Dealer Locator— this has proven to be a great conversion tool.”
Increased co-op
Edge Aligned Stores members receive more Co-Op funds than those not in the program. ProSource Wholesale maximizes its Co-Op funds to create marketing initiatives and branded swag for its members and team. “One of our most popular items has been Mohawk/ProSource Yeti cups, which have been a huge hit with customers and staff alike,” Lefebvre explained. “These efforts help us build brand loyalty and keep Mohawk top of mind.”
Co-op eligibility on digital kiosk
Lefebvre said the digital kiosk allowed her business to provide an interactive customer experience where clients can visualize flooring options in their own rooms or choose from sample spaces. “It’s an incredible tool that engages customers, builds confidence in their choices and elevates the overall shopping experience,” she said.
RSA training
Among the most leveraged benefits of being an Edge Aligned Stores dealer is participation in Edge Experience Academy. The research-based curriculum focuses on improving the flooring retail customer experience, leading to increased sales conversion and improved customer satisfaction. The real benefit of Edge Experience Academy, participants say, is that everyone benefits—whether you are a novice RSA or a veteran floor covering salesperson.
Lefebvre noted that Mohawk developed Edge Experience Academy to give qualifying RSAs the requisite tools they need to service today’s consumers.
Edge Experience Academy highlights include:
- Cohort-style classes: RSAs from across the country are grouped into teams for weekly sessions.
- Curriculum delivery: Six, 60-minute virtual workshops wherein participants are provided with a learning guide for use throughout the course.
- Post-program community: Enrollment and completion provide attendees with 12 months of access to Edge Experience Academy platform, offering discussion forums and webinars on best practices.
- Leadership involvement: Owners and managers are offered regular leadership workshops for reinforcing RSA learnings and sharing best practices.
ProSource Wholesale, like so many other Edge Aligned Stores dealers, seized this opportunity. “We’ve sent four team members through Edge Experience Academy,” Lefebvre said. “What makes this program so valuable is that it’s not Mohawk-specific—it focuses on foundational selling skills that apply across the board. Even though it’s virtual, it’s highly interactive— with participants from across the country engaging on designated days and times. This structure ensures our team gets the most out of the training and builds confidence early in their careers.”
In addition to these benefits, Lefebvre said the biggest differentiator for her business is relationships. “We feel like they genuinely care about us and our business, and that level of attention is rare in today’s market,” she said.
