Greetings Floor Dealers!
Americans are pre-conditioned to purchase in packages. Here are some examples:
Meal deals (fast food)—burger, fries, drink all for one package price.
- Car washes—my car wash has about 10 different packages ranging from a simple exterior wash to a complete detailing of the vehicle including shampooing the upholstery.
- Inner Circle Club—Gold level and Platinum level. Each level has a package of services and benefits bundled together. (The coach practices what he preaches.)
- Vacation packages—includes hotel, flight and auto rental. More deluxe packages include shows, meals, events, activities.
- Vacation cruises—these are one giant package of services, lodging, entertainment, travel, etc.
Packaging also has the added benefit of giving clients the opportunity to choose from you, you and you, rather than you and your competitor. It turns the “yes or no” sales close into an “either or” close.
It also gives you the ability to offer high-end packages without fear of frightening off clients who are wanting a more moderately priced option.
When clients are given the following options…
Package A for $ (40%-43% margin)
Package B for $$ (45%-48% margin)
Package C for $$$ (50% or more margin)
Most will choose package B. This is just human nature. They don’t want the most expensive, but they don’t want the cheapest either. However, you’ll be surprised at how many pick package C. The higher end packages not only sell for more, but you can build in a substantially higher margin.
Here’s a 3-tiered flooring package you can model.
Silver Package
- You move the furniture ahead of time
- All flooring installed
- All floors cleaned/vacuumed after installation
- Our installer will go over a 21-point quality checklist with you after the work is complete to make sure you are totally thrilled with your new floors.
- 100% Iron-Clad, Triple Guarantee
- Lifetime Installation Warranty
- Installer Professionalism guarantee
- Free subscription to our Home Advisor newsletter
- Free bottle of all-purpose carpet spotter and free lifetime refills
- Follow up visit to make sure you are totally happy with your new floors
Gold Package
Includes everything in the Silver Package, plus the following:
- We move all furniture (you remove breakables, books, knick-knacks, and disconnect any wiring ahead of time)
- Three bound walk off mats made from your carpet remnants
- 6×8 area rug
- Grandi Groomer
- Carpets: Professional spotting kit for carpets
- Hardwood, laminate, vinyl: cleaning & maintenance kit
Platinum Package
Includes everything in Silver and Gold, plus the following:
- Sebo vacuum cleaner
- On the day of the installation
- Day at the Palm Tree Day Spa or 18 holes of golf at the North Ridge Country Club (your choice)
- Dinner for two at the City Café
- Limousine service to and from dinner
- Whole house spring-cleaning from Five-Star cleaning services after the installation
- All windows washed by Clear As Day window washing service after the installation
Instead of giving a client a quote for new flooring, give them three package options. Simply add up the cost of all the goods and services and present three package prices. For the services provided by other vendors (i.e. day spa), negotiate a reduced rate, but charge the client full price so you make a profit.
It’s NOT necessary to reduce the price of each package. Package pricing is attractive even without discount pricing.
Do you think any other dealer in your area will present these kinds of packages to your client? Home Depot? Lowes? No way. This gives you a distinct advantage over your competitors.
To Tons Of Customers!
Jim Augustus Armstrong is The “Coach”
Jim Augustus Armstrong is the President of Flooring Success Systems, a program that equips dealers to double their profits, cut their work hours in half and beat the boxes! Many dealers have totally transformed their businesses and their lives for the better after joining Flooring Success Systems.
See what real, live dealers are saying!