Click the images below to watch the videos and download

Get high-level insights into the carpet sales process - directly from STAINMASTER® carpet Director of Retail Development and industry expert Pami Bhullar.

Each video is accompanied by a Companion Guide to help you implement the techniques you’ll learn.

Pami Talks videos are provided by your friends at STAINMASTER® carpet to help you advance your sales techniques.

Click the images below to watch the videos and download the Companion Guides:

Remember these lessons

1 The humble pride of a sales professional is a cornerstone to success.

2 We sell every day.

3 There are four building blocks to the sales process: a. Build trust and a relationship with the customer. b. Understand the customer’s needs, including their future needs. c. Ask for the commitment and don’t be afraid to handle objections. d. Follow through and follow up.

4 Selling is a system. a. Allow the system to sell for you. b. Once you have a system, be sure to follow it and improve it as needed. c. Your customers will likely be more comfortable when you use a system.

Use these best practices

• Be sure to use the four building blocks in your sales.

• Be proud of your position.

• Use a system to create a better selling experience for yourself and customers.

The results you’ll see

• Having a system means not needing to start from scratch or “wing it” each sale.

• Allowing the system to take over lets you focus and helps your customer feel more comfortable.

Ask yourself

• What happened in the last 2 sales you didn’t close? What could you have done differently? Did you use all four building blocks listed above?

• How do you know an objection exists if the customer doesn’t say it? What questions can you ask to start bringing hidden objections to the surface?

• Catch yourself selling outside of work 3 times in the next week. Compare it to the way you approach customers. Are there traits/methods in your personal interactions that you can apply to selling? Are there work traits you could carry back to your personal life?

…trust

…like you to believe you”

© 2016 INVISTA. All Rights Reserved. STAINMASTER and the STAINMASTER family of marks and logos are trademarks of INVISTA. C06984


…believe you to trust you”

Cus

tom

er h

as to

…trustyou to

do business with you

…believe you to trust you

…like you to believe you

START WITH WHYNo 1

No. 1: Start With Why

No 2


1 Today’s customers have a lot of information before they come to your store.

2 More than 90% of customers spend 6 1/2 hours online gathering information.

3 Customers use more than 12 resources to get information.

4 Three things that influence customers: a. Websites.b. Friends and family who share their experiences.c. The in-store experience.

5 Smart sellers also have a lot of information. They do the same research that smart customers do.

6 If you know what’s in your customer’s brain, you will know how to present to them.


Go on a “customer journey” similar to how a customer might research before going to a store. Every 6-8 weeks, visit your own website, 2-3 competitor websites, a mill partner website and STAINMASTER.com.


• You’ll be aware of what customers know before they come to your store.

• You can complement the information your customers have already researched.

Ask yourself

• The last time you were caught without certain information, did you immediately seek out that information and commit it to memory afterward?

• How do you shop online? Do you go into a store after researching? Why?

• What do you believe attracts customers to the internet as a platform for information? What’s missing from that source that you feel an in-person experience could deliver?




TAKE A JOURNEY WITH YOUR CUSTOMER

“Digital interactions influence 36 cents of every dollar spent

in the retail store, or approximately $1.1 trillion total.”

“Seventy-two percent of Millennials research and shop their options

online before going to a store or the mall.” 1

1 Source: “15 Mind-Blowing Stats About Online Shopping” [http://www.cmo.com/articles/2014/5/6/Mind_Blowing_Stats_Online_Shopping.html]

No 2: Take a Journey With Your Customer


1 Enthusiasma. Have a childish enthusiasm.b. Enthusiasm comes from confidence.

2 Confidence a. Confidence is humbly stating the facts. b. Liars have to have a perfect memory or keep a diary. c. Confidence comes from knowledge.

3 Knowledgea. Knowledge is the practical part of the information.b. There’s so much info available to customers, but not

enough knowledge.c. Customers come to buy benefits, not warranties. d. Customize the information you give to each customer.


• Employ childish enthusiasm. (“Let’s do it! Let’s get it done!”)

• Find out what the customer wants before you give them too much information. Otherwise, you may contradict what he or she is thinking.

o Ask this simple and powerful question: “What are the 2 or 3 things you really want to know about this product?”

• Customize the information you give to each customer.

• Here’s a great exercise to improve your product knowledge.

o Every day, pick one item in your store to learn more about. Spend 5-7 minutes reviewing its features and ask yourself “What are the 2 or 3 special benefits I would tell a customer about this product?”n Continue this daily until you’ve reviewed the entire store. Make a habit to continually invest in

yourself and your product knowledge. You will benefit and so will your customers.


• Customers are more likely to buy from you when you’re enthusiastic and confident.

• Sharing knowledge with customers can transfer to wisdom to select the right product for their true needs, wants and values.

Ask yourself

• What’s the difference between information and knowledge/wisdom?

• How do you customize your approach to different customers with different needs?

• Which of the 3 keys do you feel you succeed at most? Why? Which key do you feel the least successful using? Why?

No 4


3 KEYS TO SUCCESSFUL SALES

Enthusiasm can get the customer to like you

Confidence can get the customer to believe you

Knowledge can get the customer to trust you

Trust can get the customer to do business with you

No 4: 3 Keys to Successful Sales


1 Technology is changing the world of Retail Sales.a. The internet has commoditized so many products.b. Customers can shop for what they want, whenever and wherever they want. c. To sell in this environment, we need to do things in a different way.

2 You need to have a Story that answers the question, “Why should people buy from you?”a. If you don’t have a story to tell, all you have is a price negotiation. b. Customers will project the story you tell because they want

to like the person they buy from.

3 New customer demands:a. Don’t sell to me. Be my partner. Let’s do this together. b. Don’t service me. Serve me.

i. Service is the idea of selling something now and helping the customer if something goes wrong later. That’s no longer good enough.

ii. Serving is the idea that the sale is done right the first time. You anticipate the customer’s needs so they’re addressed up front.

4 Lead the change to make the industry better.


• Have a story that incorporates why you do what you do. Practice, polish and perfect it.

• Don’t fix your customer’s problems. Prevent them. Constantly improve your store’s processes to eliminate the causes of problems you’ve seen in the past.


• You will not be left behind as technology changes the way customers shop.

• Your customers can find reasons to buy from you besides price.

• Your customers can feel good about their purchase before, during and most importantly after the sale.

Ask yourself

• How has this industry changed since you first started in the flooring business?

• How have you changed the way you shop for things in the past 5 years?

• Why should customers buy from you? From your store?

• What do you think would make this industry better for customers? For sales professionals? For suppliers? What can you do personally to help make that happen?

No 3


LEAD THE CHANGE

How technology has impacted the retail experience

One trend that’s emerged with the widespread adoption of

eCommerce is webrooming—where customers research online and

purchase in a store.

Webrooming

SEARCH$

No 3: Lead the Change

RETAIL WISDOM WORTH SHARING!

https://player.vimeo.com/video/158238429?autoplay=1

https://stainmasterlink.com/smlink/training/pdf/Companion%20Doc%201_Mod_1_Start%20With%20Why_C06984.pdf


https://stainmasterlink.com/smlink/training/pdf/Companion%20Doc%202_Mod_5_Take%20a%20Journey%20With%20Your%20Customer_C06985.pdf


https://stainmasterlink.com/smlink/download/pdf/CompanionDoc_3_Mod_2_LeadTheChange.pdf


https://stainmasterlink.com/smlink/download/pdf/CompanionDoc_4_Mod_4_3KeystoSuccessfulSales.pdf



1 Customers buy for their reasons, not ours.

2 Customers have three common needs or desires:a. Durable and easy to clean. b. Style and color.c. Best value for the money they spend.

3 As sales professionals, our job is to figure out which of these three needs or desires is the most intense and important for each customer.

4 Price and value are not synonymous.a. Low price does not equal best value.b. Value is the idea that a customer gets the most benefit for the money they spend; it could be

that they will spend a little more and receive a lot more benefit, hence greater “value”.

5 Whether durability, style or best value for the money is the most important thing to your customer, there’s a STAINMASTER® carpet for almost every situation and home.


• Use this simple question to determine your customer’s most important desire or need: “How important is durability and ease of cleaning?”

o If it is extremely important, you know to continue talking about durability and ease of cleaning.

o If it is not important, or the customer mentions another one of the common needs, you can shift your presentation to address that need.


• Understanding what is most important to your customer helps you customize the presentation and ultimately lets you recommend the best product to satisfy their true needs.

• When your customer sees that you understand their true needs, it builds trust in you and confidence that the product you’re recommending is the right one for the right reasons.

Ask yourself

• Have you ever spent too much time talking about one of the customer’s needs when they were really more interested in a different need? Would you know if you did?

• Which of the three common needs is typically the most important in your experience? How can you improve the way you talk about that need with customers?

• How do you stress value over price? What are some ways to help your customer understand that the lowest price is not always the best value?

• What are the risks of recommending a low-priced product to your customer?

No 5


THREE COMMON NEEDS

Du

rab

le a

nd

e

asy

to

cle

an

“It will have to last for a while.”

“I’ve got better things to do than clean my carpet!”

“I’ve pinned a bunch of pictures

on Pinterest”

“I’d like this room to be elegant and sophisticated, but comfortable too!”

Sty

le a

nd

co

lor

“This is for a room that isn’t

used often.”

“I can’t afford to buy cheap

carpet!”

Be

st v

alu

e

No. 5: Three Common Needs


1 A product’s brand can be really important in retail sales, especially for products like carpet, where the performance, quality or durability is difficult for the customer to perceive in the showroom.

2 A familiar, trusted brand helps put customers at ease and give them the confidence to buy.

3 Customers may spend more if they’re familiar with the brand, and if that brand gives them the benefits and value they want.

4 Conversely, an unfamiliar brand may raise a customer’s doubts and make them apprehensive to buy since they’re unsure the product will perform in the long run.

5 In the TV sales experiment, both TVs had the exact same features and specifications, but audience members were reluctant to purchase the unfamiliar brand over the familiar brand, even at a deep discount. This illustrates the worth of a familiar and trusted brand.


• Put yourself in the mind of a customer coming into your store. Think about how the brands they see and the reputation of your store could factor into their purchase decision.

• Observe how your customers react to different brands and use that knowledge to your advantage.

• Always show your customers the best products in your store, regardless of what you think their budget might be. We don’t think your customer will ever be offended or upset with you for showing them STAINMASTER® carpet.

• The combination of STAINMASTER® carpet qualityand brand strength can create the momentum that closes a sale.


• When you understand how branding affects customers attitudes and decisions, you’ll have a deeper and better understanding of sales psychology.You’ll be playing chess while other flooring sales associates are playing checkers.

Ask yourself

• Do you think about brand when you shop for major purchases? If so, why do you buy certain brands over others?

• What’s your favorite brand? What makes it your favorite?

• Have you noticed that customer decisions can be driven by their emotions? How do you think your store’s brand or your products’ brands influence those emotions?

No 9


WHAT’S A BRAND WORTH?

The following brands are all actual television manufacturers. How do you feel about the ones you don’t recognize, vs. the ones that are familiar?

• Acer®

• Advent®

• Element®

• Magnadyne®

• Maxent®

• Panasonic™

• Samsung®

• Sony®

• Toshiba

• Vogam®

No. 9: What’s a Brand Worth


1 You have an amazing power to help your customer choose the right product. 67% of customers will take your recommendation—if it’s compelling.1

2 Less than 50% of associates make a very compelling recommendation.1

3 A 1-part recommendation that only says what you recommend is not persuasive. Your customer may even get suspicious about why you’re recommending it.

4 A 2-part recommendation that explains what you recommend and why you’re recommending it will be much more convincing.

a. Your customer will see that you have their interest at heart and can trust and accept your recommendation.


• Make a clear recommendation to your customers. That’s why they came to your store.

• When making your recommendation, first review what you heard the customer tell you about their needs, and then explain what you are recommending and why you think that will meet those needs.

• As with all selling skills, this one takes practice, practice, practice!


• You’ll take advantage of the power your position holds and the opportunity to help the customer purchase the right product.

• Customers will understand what you are recommending and why it’s best for them.

• You can make customers feel better about the sale and believe in you more.

Ask yourself

• Do you always offer every customer a specific recommendation on what to purchase? Why or why not?

• What was the last recommendation you received from a salesperson, family member or friend? What was convincing or not convincing about it?

• How often do you seek out recommendations for your own purchases? Do you make more decisions with recommendations or without them?

No 6


THE POWER OF RECOMMENDATION

“Why vs. What”

“I heard you say that the carpet needs to stand up to wear because this room will see a lot of traffic. That’s why I recommend STAINMASTER® Active Family®. It’s made from nylon 6,6—one of the most durable fibers in the industry.”

What you heard: “Needs to last a long time”

What you recommend: STAINMASTER® Active Family®

Why it will meet their need: It’s made from nylon 6,6 fiber.

1 Source: Hall & Partners Flooring Category Overview and Segmentation Study 11.15.11

No 6: The Power of Recommendation


1 75% of selling is emotions and feelings. 25% of selling is about product and price.

2 People can connect over the simplest emotion. For example, two total strangers can form an instant bond over the feelings they have for their pets.

3 Selling emotionally means paying attention to how your customer feels about a product, not just what they think about a product.

4 Selling emotionally to pet owners can uncover a lot of opportunities.


• Think about your customers' emotions. Pay attention to how they feel about your suggestions instead of what they think about your suggestions.

• Emotional selling is uncomfortable for some at first. Try it for 30 days. The goal is to add it to your sales toolbox so you have one more way to help your customers find the right product.

• Talk to your customers about their pets. Share your own story or experience with pets, especially if there’s common ground. This will not only help you build rapport, but also help you understand your customers' true flooring needs.


• You’ll become a more well-rounded sales professional.

• You’ll be able to connect to your customers and satisfy their wants, needs and values on an important level: emotions.

Ask yourself

• What kind of car do you drive? Why? Why doesn’t everyone drive that kind of car?

• Which emotions do customers display the most in your conversations? Apprehension? Confidence? Pride in their home? Self-image? Love of family? Another emotion?

• Which things do you tend to buy based on your emotions, and which things do you tend to buy based on your objective mind?

No 10


SELLING EMOTIONALLY

Here are examples of rational and emotional

sales conversations:

Rational selling “ This carpet will stand up and

look great for years, even in an active household like yours. You won’t have to replace it in a few years like some carpets.”

Emotional selling “ The color of this carpet will give your living room a nice warm feel, something your family can really feel good about.”

No 10: Selling Emotionally


1 If you sail with the wind, the wind works for you. “Selling with the wind” works the same way. When you combine your story with the power of the STAINMASTER® brand, it’s like sailing with the wind!

2 STAINMASTER® carpet has over 90% brand awareness, and is America’s most trusted carpet brand.

3 Your customers aren’t in your store only to decide what flooring to buy. They’re in your store to decide WHO to buy flooring from. Why should they buy from you? What makes you different?

4 You need to be able to tell your story—the reasons your customer should buy from you and your store.

5 Everybody in your organization needs to believe your story.


• Make the trust and strong brand recognition of STAINMASTER® carpet work for you.

• Make sure your staff knows your story and can use it in their sales presentations.

• Write your story down. Write at least 5 things that set you apart from other sales professionals. Write 5 things that set your store apart from your competitors.

• Practice and polish your story until it flows.

• Tell your story with passion and enthusiasm.


• Having a staff that believes in your story is crucial to using that story for sales.

• Customers are more likely to buy a brand they are familiar with.

Ask yourself

• What are 5 reasons customers should buy from you?

• Do you tell your customers the 5 reasons and what makes you different? Do you tell it so clearly that after telling them, they could—and will—repeat it back to their spouse or friends?

No 8


YOUR STORY

“Without a Story all you have is a

Price Negotiation!”

Pami Bhullar

No 8: Your Story


1 When you know the heritage and legacy of STAINMASTER® carpet brand, you can feel more confident recommending STAINMASTER® products to your customer.

2 Your knowledge will help you explain STAINMASTER® carpet to your customers, and your confidence in the brand can translate to your customer.

3 STAINMASTER® carpet was launched in 1986.

4 By 1989, brand awareness reached 90%.

5 In 2000, Tactesse® nylon 6,6 fiber was launched as a soft alternative. The industry changed to follow this example.

6 STAINMASTER® carpet continued to lead the trend in 2008 with the launch of Luxerell™ nylon 6,6 fiber, and then again in 2011 with TruSoft® nylon 6,6 fiber.

7 In 2013, STAINMASTER® PetProtect® carpet was launched to address customer needs for a true pet–friendly carpet.

8 STAINMASTER® carpet continues to innovate because you and your customers depend on it.

9 We’re in millions of homes. Our legacy is durability and easy to clean.

10 Customers buy when they feel confident and trust the brand.


• Review the heritage and legacy points above and in other STAINMASTER® carpet materials.

• Visit STAINMASTER.com and STAINMASTERLink.com to stay up to date with the latest news and product releases.


• When you introduce STAINMASTER® products to your customer, you are the face of the STAINMASTER®

brand. Your pride in the STAINMASTER® carpet legacy can help your confidence in sales.

• Not only can your positive feelings about STAINMASTER® carpet translate to the customer, but their own confidence and trust in the STAINMASTER® brand can also be projected onto you.

Ask yourself

• What makes you confident in the STAINMASTER® carpet brand?

• What non-carpet brands do you trust due to their heritage?

• What brands remind you of their history in their marketing? How do they communicate this?

No 12


HERITAGE AND CONFIDENCE

1986STAINMASTER® carpet founded

2000Tactesse®

2011TruSoft®

198990% brand

recognition

2008Luxerell™

2013PetProtect®

No 12: Heritage and Confidence


1 Our behaviors and decision-making are shaped and supported by our “mental models.”

2 The quality of our mental models determines how well we function in business and sales.

3 Good mental models must be challenged and improved as the world changes.

4 Customers may bring more sales, but “Ambassadors” bring more customers. So don’t try making just customers—make Ambassadors!

5 Example: A single customer can give you a $7,500 sale. A single Ambassador could send you 10 customers that could total $75,000 in sales.

6 Before the internet, word-of-mouth referrals only reached as far as our immediate circle of friends and family.

7 New web-based reviews and social media increase the reach and importance of word of mouth.

8 We can no longer afford to just “make the sale.” We have to make Ambassadors.


• Focus less on making sales and more on making ambassadors, even if it means losing sales in the short term.

• Make your presentation so compelling, personalized and focused on customer needs, wants and values that they share their wonderful experience with friends, family and social media.

• Track your word-of-mouth value by measuring your online ratings and customer referrals.


• New customers that have heard of you or seen your reviews feel like they already know you. Establishing rapport and trust with them becomes faster and easier.

• The “network effect” occurs when each customer talks to a new group of customers, causing the number of influencers to grow exponentially.

Ask yourself

• Do you have Ambassadors right now who are talking about you? Why or why not?

• What are some ways that “making an Ambassador” is different from “making a sale”? Or different from “making a customer”?

• What are your mental models that shape your approach to your market, your customers and your sales? Are they correct or should you challenge them?

No 7


LET’S MAKE AMBASSADORS

Am

bas

sado

r

No 7: Let’s Make Ambassadors


1 When you greet a customer with “May I help you?” it can activate their natural defense response, which is often “No. I’m just looking.”

2 When you greet a customer by saying, “Welcome to our store,” it creates a natural response to say “Thank you.”

3 The customer’s first impressions are of you and the store, not the products you sell. These impressions will set the stage for your conversation and for their ultimate decision whether to buy or not.

4 Asking customers a barrage of questions without their permission or understanding can activate their natural defense response and hurt your chances of making the sale.

5 Practicing your sales techniques on your customers can be costly because they aren’t likely to give you a second chance should you want to start over.


• Greet customers with “Welcome to [your store name].”

• Talk about your store’s differentiators to set the stage for your success.

• Tell your store’s story with “We take pride in...”.

• Ask your customer for permission to ask more questions.

• Relate your questions to the customer’s needs.

• Practice your initial questions with colleagues, not your customers.


• You can avoid turning customers off by asking the right questions, and the right number of them.

• If you ask customers politely, you are more likely to get their permission.

Ask yourself

• What set of questions do you typically ask customers to start the sale? What reactions do you typically get to them?

• How can you improve your questions and techniques to match the recommendations above?

No 11


ASKING THE RIGHT WAY

SUCCESS

No 11: Asking the Right Way


https://stainmasterlink.com/smlink/download/pdf/CompanionDoc_5_Mod_6_ThreeCommonNeeds.pdf


https://stainmasterlink.com/smlink/download/pdf/CompanionDoc_6_Mod_7_ThePowerofRecommendation.pdf


https://stainmasterlink.com/smlink/training/pdf/Companion%20Doc_7_Mod_3_Lets%20Make%20Ambassadors.pdf

https://player.vimeo.com/video/160150846?autoplay=1%0d

https://stainmasterlink.com/smlink/training/pdf/Companion%20Doc_8_Mod_8_Your%20Story.pdf


https://stainmasterlink.com/smlink/training/pdf/Companion%20Doc_9_Mod_9_Whats%20a%20Brand%20Worth%20v2.pdf


https://stainmasterlink.com/smlink/training/pdf/Companion%20Doc_10_Mod_12_Selling%20Emotionally.pdf


https://stainmasterlink.com/smlink/training/pdf/Companion%20Doc_11_Mod_15_Asking%20the%20Right%20Way.pdf


https://stainmasterlink.com/smlink/training/pdf/Companion%20Doc_12_Mod_10_Heritage%20and%20Confidence.pdf



1 Emotional selling is “using the right words, at the right place, in the right way, to get the right reaction”.

2 Here are some examples of emotional words you can use:

a. Say “value” instead of “price”. Price is always negotiable. Value is not. It’s easy for your customer to ask for a lower price. It is not so easy to ask for a lower value.

b. Say “style” instead of “sample”. “Sample” sounds like a freebie.

c. Say “home” instead of “house”. A “house” is a building. “home” is more emotional and tied to family and comfort.

d. Say “cushion” instead of “pad”. “Pad” is sad. “Cushion” sounds happier.

e. Say “benefit” instead of “warranty”. Customers buy benefits, notwarranties.

f. Say “Certainly”, “Happy to”, or “My pleasure” instead of “no problem”.


• Sell positively, not negatively, using the words above.

• Be aware of the words you use and the effects they can have on your customers.


• Leveraging emotional words makes it easier to complete a sale.

• You’ll create a more positive experience for customers, and increase the likelihood of creating an ambassador.

Ask yourself

• What positive words can you add to your conversations with customers?

• Are there any negative words or phrases you can eliminate from your sales conversations?

No 13


HOW YOU SAY IT MATTERS

Price Value

Sample Style

House Home

Pad Cushion

Warranty Benefit

No Problem Certainly

No. 13: How You Say It Matters


1 When qualifying focuses on budget, customers tend to underspend on a carpet that doesn’t truly meet their needs.

2 When qualifying focuses on needs, customers tend to purchase a carpet that better suits them, at the right price (not normally the lowest price).

3 Today’s customer does a lot of research online, but still needs your help. Your first job is to understand what they know, what they need to know and what they want to know.

4 The Four Pillars of Presentation are simple questions for the customer:

a. “Have you ever been here before?” gives you an opportunity to share your story. (Remember, without a story, all you have is a price negotiation!)

b. “How important is durability and ease of cleaning?” reveals values.

c. “What research have you done for this project?” tells you which competitors your customer has considered.

d. “Why are you replacing your current floor covering?” helps you understand motivation and emotions:

i. Dream home – Focus on style, quality, longevity and beauty.

ii. Rental property – Interested in saving time, effort and money.

iii. Selling home – This customer’s problem is not that they need carpet, it’s that they need to sell the home.


• Explore customer needs and qualify them based on those needs, not their budget.

• Use the Four Pillars of Presentation to make your presentation more effective.

• Don’t sell against your competition. Sell in favor of you by focusing on what your store does better.

• Make the presentation after you understand the customer’s needs, wants and values.


• Knowing the customer’s needs lets you adjust the presentation to focus on them.

• The customer will have a better experience and your presentation will be more effective.

• You’ll be able to share your store’s story in a genuine way.

• You’ll discover who your competition is.

Ask yourself

• How do you learn about customer needs today?

• Have you ever talked to a customer without first understanding their needs? What happened with the sale? How did you address the gap in knowledge?

No 17


HOW TO LEARN YOUR CUSTOMER’S NEEDS

Have you ever

been here

before?

How important

is durability and ease

of cleaning?

What research have you

done for this project?

Why are you

replacing your

carpet?

Understanding

No. 17: How To Learn Your Customers Needs


1 Do all the front end work systematically. Once you get to closing, the customer can close himself or herself.

2 By explaining your process first, you allow the customer to feel a part of it, to feel in control.

3 There are three simple steps to Pami’s carpet selling system:

a. Find the right Style (ex. Cut Pile, Loop, Pattern).

b. Choose the right Color.

c. Find the right Cushion.

4 If you can Repeat your system, you can Improve it. And if you can Improve it you can even Perfect it.

5 You are the expert. Your customer needs help. Offer it by making a Recommendation.

6 20-25% of your samples can do 80% of your business so avoid sending too many samples out.


• Use language that helps your customer feel included in the process: “us” and “we” in your language. (ex. “We will find the right flooring.”)

• Narrow choices down to two at a time, and ask the positive question: “Which one of these do you like the best?”

• Send only 2-3 carpet samples home with a customer.

• Recommend a specific cushion by saying: “This is the cushion that I recommend” or “This is the cushion that goes with your carpet.”

• Have the customer walk on a carpet sample after you recommend a cushion. It’s important that they feel how their carpet will feel with their feet, not their hands.

• Conclude your presentation by asking: “How soon would you like us to set up a measure/install?”


• A selling system lets you and your customer both relax and enjoy the process more.

• Your customers will feel more in control.

• You can repeat, improve and maybe even perfect your system.

Ask yourself

• Do you have a selling system? Do you follow the same steps for each sale or do you ‘play it by ear’?

• Can you repeat your selling system each time? Can you improve it?

• Think about the most challenging sale you ever closed. What system did you use to close it?

No 14


YOUR SELLING SYSTEM

”“Closing the sale

is not the last thing, it is the first thing!Pami Bhullar

No 14: Your Selling System


1 More than 70% of customers have pets. It’s estimated that there are 78 million dogs and 86 million cats in the U.S.

2 Customers may not think carpet can be a good solution for pet owners based on their experience with carpet manufactured years or decades ago.

a. PetProtect® carpet is technologically more advanced than older carpet systems and offers much better performance in three key areas for pet owners: stains, pet hair and odor.

b. Your customer may have to unlearn what they know about carpets and pets. STAINMASTER® PetProtect® carpet is different!

3 PetProtect® carpet offers an immediate and meaningful emotional connection between you, your customer and the product you are selling.

4 STAINMASTER® PetProtect® carpet isn’t just for pet owners. If it’s good for our four-legged friends, it’s also good for our two-legged friends!


• Learn about the SuperiaSD® fiber used in STAINMASTER® PetProtect® carpet. Understand how this cushion and carpet system works to help prevent stains, release pet hair while vacuuming and reduce oders when cleaned.

• Ask your customers about their pets. Share stories of your own pets or other pets you have known. Use these stories to build an emotional connection with your customer while learning about their flooring needs so you can make the best recommendation.


• You’ll take advantage of a growing market opportunity with pet owners.

• Your customers with pets will thank you when you recommend the right product for them.

Ask yourself

• Do most of your customers have pets? (Hint: the answer is probably yes!)

• Can you see a change in body language when your customers begin describing their pet to you? What does that change indicate? Affection, warmth or perhaps frustration with their floor covering?

No 18


STAINMASTER® PETPROTECT® CARPET

• Bodily fluids/accidents

• Dirt from outside

• Crumbs from food

• Hair

• Cat litter

PetProtect® can guard a home from several forms of pet damage.

No 18: STAINMASTER® PetProtect®


1 If you don’t know the customer’s concerns, you cannot address them and you cannot offer the best recommendation.

2 Objections can be your best friend because they let you know what’s on the customer’s mind.

3 An objection indicates that the customer needs or doesn’t understand certain information.

4 You must understand where an objection comes from.


• Listen carefully to your customer’s questions. Sometimes there is a “question behind the question” that can indicate a concern or objection.

• Repeat the objections or concerns you heard and say: “Other than [those objections], do you have any other concerns that will not allow us to start this project next week?” This is a great way to discover any other concernsor issues that the customer did not mention.

• Serve your customer by uncovering their concerns and managing thembefore they become objections.


• Uncovering objections earlier in the sale keeps them from derailingthe sale later.

• Recognizing the underlying cause of objections lets you gain insight into addressing the actual want or need.

Ask yourself

• Think about the most recent sales objection you received. Were you ableto uncover an underlying cause? If so, how?

• What are the top three objections you receive? How do you handle them?

• What objection is the hardest to overcome? Why?

No 16


ADDRESSING YOUR CUSTOMER’S CONCERNS

”“I’m worried this

won’t look as good as what I have now.Fear of change

I’ve never had STAINMASTER® carpet before.

Trust

I’m just looking at options. Researching

No 16: Addressing Your Customers Concerns


1 Your customers’ words and their intent may sound different at times. It’s important to learn their true intent. You don’t do that by hearing them; you do that by listening to them.

2 When you know the true intent of the customer, you can adjust your presentation to their needs.

3 Example: “Do you have a different/better carpet?”

a. If the customer uses the word “different”, politely bring the price down.

b. If the customer uses the word “better”, they are saying they can afford a better carpet.

4 Customers really appreciate when you listen to them and care about their needs, their wants and their values.


• Actively listen to the customer. Listen for the emotions in their words. Listen for the true intent behind their words.

• Reflect back to your customer what you think they’re really trying to say to make sure you got it right and let them know that you are listening.

• Adjust your presentation according to the intent your customer’s words communicate.


• You’ll be able to uncover the unspoken intent of your customers.

• Your presentation will be customized to the needs and intents the customer is communicating.

• Customers appreciate when you listen to them and care about their needs, wants and values.

Ask yourself

• Think of a time you sensed that a customer had something on their mind that they were not directly communicating. Did you uncover their true feelings? How?

• What common phrase or statement do you hear customers say that typically indicates an unspoken need, want or value?

• Has a customer ever accused you of not listening? If so, how did you address the situation?

No 20


ARE YOU HEARING OR LISTENING?

Hear (/hir/) – perceive with the ear the sound made by someone or something

Listen (/'lis( )n/) – take notice of and act on what someone says

e

No 20: Are You Hearing or Listening


1 Fiber matters.

2 On day 1, all carpets look and feel great. But depending on the fiber and other factors, they won’t all look great after five years or more!

3 Your customer doesn’t have a time machine to go into the future and see the carpet five years from now. They need you to tell them which carpets will perform best over time.

4 There are five common synthetic carpet fibers:

a. Olefin (sometimes called polypropylene)

b. Two types of polyester: PET and Triexta

c. Two types of nylon: nylon 6 and nylon 6,6

5 If your customer understands the difference between these fibers, they can make a better decision on which is right for them.


• Explain the differences in fiber to your customer using everyday language that they can understand. Educate your customer without using industry jargon so they don’t feel intimidated or ignorant.

• Relate the special performance of nylon 6,6 to items the customer is more familiar with.

o Parachutes, airbags and engine components all use nylon 6,6.


• If your customer understands the differences in performance between different carpet fibers, they can appreciate the difference in value and price.

• Confidence comes from knowledge. By educating your customer, you can build their confidence to purchase the right carpet.

Ask yourself

• Would you rather jump from a plane with a parachute made from corn, soda bottles or nylon 6,6?

• Do you explain fiber to your customers now? If so, do they appreciate it? Do they understand it?

No 15


NYLON 6,6

Nylon 6,6 is frequently usedwhen high mechanical strength, rigidity, good stability under heat or chemical resistance is required.

• Apparel

• Ropes

• Tires

• Conveyer belts

• Hoses

• Luggage

• Pipes

No 15: Nylon 6,6


1 Customers come to buy carpet. They don’t come to buy cushion.

2 But cushion plays a critical role in the way the carpet will perform and feel.

3 STAINMASTER® carpet cushion:

a. Has a breathable moisture barrier that prevents spills from being absorbed into the cushion while allowing water vapor from a cement floor to pass through.

b. Is 100% recyclable, hypoallergenic and contains no CFC’s.

c. Can extend the life of the carpet and the STAINMASTER® carpet warranty*.


• Educate yourself about the difference a quality cushion will make so you can feel confident selling it.

• Recommend a quality cushion to your customer. There’s no need to “sell” it. Your customer came to buy carpet, not cushion. Simply say: “This is the cushion that will work well with that carpet…” Let the STAINMASTER® brand do the heavy lifting for you.

• Make an ambassador by recommending the appropriate quality cushion for the customer’s needs.


• The confidence you have will translate to customers and make sales easier.

• Customers will be happier long term with their purchases and become ambassadors.

Ask yourself

• Do you know the difference between a breathable moisture barrier and a non-breathable one?

• Which of the cushions in your store has a breathable moisture barrier?

• Are your customers well educated about cushion when they come into your store? Do they usually know exactly which cushion they want? Do they ever know that?

• Do your customers want to explore the differences between different cushions themselves or do they want you to give them a recommendation they can trust?

No 19

* See the STAINMASTER® carpet limited warranties brochure for more details including Terms and Conditions.


HOW TO SELL CUSHION

Common Risks to Cushion

High Traffic

MoldWine

Pets

No 19: How to Sell Cushion


https://stainmasterlink.com/smlink/training/pdf/Companion%20Doc_13_Mod_22_How%20You%20Say%20It%20Matters_v2.pdf


https://stainmasterlink.com/smlink/training/pdf/Companion%20Doc_14_Mod_17_Your%20Selling%20System_v2.pdf



https://stainmasterlink.com/smlink/training/pdf/Companion%20Doc_15_Mod_11_Nylon%2066_v1.pdf


https://stainmasterlink.com/smlink/training/pdf/Companion%20Doc_16_Mod_24_Addressing%20Your%20Customers%20Concerns_v1.pdf


http://stainmasterlink.com/smlink/training/pdf/Companion%20Doc%2017_Mod_16_How%20to%20Learn%20Your%20Customers%20Needs_C07000.pdf


http://stainmasterlink.com/smlink/training/pdf/Companion%20Doc_18_Mod_13_STAINMASTER_PetProtect_C07001.pdf


http://stainmasterlink.com/smlink/training/pdf/Companion%20Doc_19_Mod_18_How%20To%20Sell%20Cushion.pdf


http://stainmasterlink.com/smlink/training/pdf/Companion%20Doc_20_Mod_23_Are%20You%20Hearing%20or%20Listening.pdf

Documents

Click the images below to watch the videos and download