Best Practices - October 2010

By Sonya Jennings

Located in Napa, California, Abbey Carpets Unlimited has been serving customers for 32 years. Owner Janice Clifton bought the company from its previous owner in 1985, after working as the company’s accountant. Over the years, the business has grown into a well known, referral based company that serves the Napa area.

Abbey Carpets Unlimited has ten non-commissioned sales people. According to Clifton, “When I bought the business in 1985, the sales staff was non-commissioned, and I have never changed that because our sales team seems to like it that way.” With salary-based compensation, there is less fluctuation in the staff’s paychecks. Bonuses are awarded on a monthly basis when the store meets certain goals overall. These bonuses go to the warehouse and bookkeeping employees as well, because everyone plays a role in the store’s success. Clifton likes monthly rather than quarterly or annual bonuses because they offer an immediate reward for a job well done.

Having a non-commissioned sales staff also helps to create a trusting relationship with customers. According to Clifton, “Shoppers trust our employees to choose the right product for them, not the product that will help the employee make more of a commission.” On the company’s promotional vehicles, such as the website, the customer is informed of the sales staff’s non-commissioned status. Clifton believes that this creates a level of trust even before a shopper walks through the door.

Helping the customer find the right product for a specific room is a key component of the sale. Clifton trains her staff to ask about style first. The staff walks customers around the store and asks them to point out styles that they like. Usually during this process, a customer’s casual or formal taste will be revealed. The staff then inquires about the color of the room’s furniture and walls.

The sales team at Abbey Carpets Unlimited asks specific questions to determine what type of product will work best for the customer. “How much traffic does this room have? Do you have dogs? Kids? Do you eat in this room?” This information helps the sales team decide what category of flooring is the best choice for the customer’s lifestyle. If the customer has three dogs, for instance, a wood floor will get scratched. This information is conveyed to the customer, and an alternative is presented.

Clifton believes that it is also important to note where the customer lives. If the customer owns a million dollar home, a more expensive product will be recommended. If the house is about to be sold or is in a moderately priced part of town, a more economical product is chosen.

Carpet samples are regularly sent home with the customer. If food or drink is often spilled in the home, the client is encouraged to spill products on the sample. If the mess cleans up easily, this gives the customer confidence in the product.

Abbey Carpets Unlimited does not guarantee that it will have the lowest price. Instead, the store guarantees great service, product and installation. Some of the installation crews at Abbey Carpets Unlimited have been working with the store for 20 years. According to Clifton, “All of my installers are really great at what they do. I will not hire anyone who I would not want working in my own home.” In addition, she looks for people who follow the general rule, “Do what you say you are going to do.” This simple philosophy has brought her top notch installers.

Choosing which suppliers to use can be tricky. Clifton usually opts for an Abbey approved supplier unless she is choosing a product that is very unique in style or appearance. Additionally, she considers the availability of a product. These days, customers do not want to wait for a product to be installed in their home. The store’s chosen suppliers have products stocked and readily available for installation.

Approximately 35% of the store’s advertising budget is spent on television advertising, with the remaining dollars divided between newspaper, radio, local magazines and Internet advertising. Three to 4% of the store’s sales revenue is applied to advertising. A local advertising agency tweaked the Abbey national ad to represent Abbey Carpets Unlimited by adding specific store information and promotional details. Since the store sits behind a Walmart and is not on the beaten path, it depends heavily on referral clients.

Abbey Carpets Unlimited offers carpet, hardwood, tile, laminate, area rugs, stone countertops, vinyl and window treatments. Thirty-five percent of sales comes from carpet, another 30% from tile and stone, and the remaining is split between the rest of the product groups. Ninety percent of the store’s sales are retail sales with the other 10% focusing on doctor’s offices and wineries.

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