TOM’S Tips
Tom Jennings Retail Training Expert A lifelong flooring industry member, sold his family’s retail business in 2006 and now serves as an educator and speaker. A past WFCA board chairman, he is currently chairman of WFCA Services, Inc. tomg.jennings@gmail.com “ Typically, the customer
COUNTER Offers
A ny business selling larger ticket items that do not have an easily established “book value” or “list price” will most likely experience customers making counter offers when a price is quoted. There are proven ways to respond to these offers so that both parties can feel they received a fair deal. The first thing to remember is that any installed floor is a “blind purchase.” This means that the average customer buys it infrequently. They likely do not really understand the product or the processes involved. For example, other blind products purchased for the home could be a new roof or a new driveway. While it is possible to refer to the home center ads to get a price on a bundle of shingles, how does this relate to the cost of roofing my home? How many bundles does my house require? What other sundry items are necessary to install the shingles? What about tear-up, hauling, and disposal of the existing materials? A new driveway would have many of the same questions. You can get a price for a cubic yard of concrete, but how does that quote relate to the cost of a sidewalk? These just aren’t purchases you make frequently enough to be well-versed.
doesn’t know a good price from a high price – they just want to make sure that they get the best price.”
40 Premier Flooring Retailer TISE | 2025
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