Article Number: 4123
Canadian retailer gets a $50,000 ‘Deal’ - Captures grand prize, laminate award in Armstrong promotion
By Steven Feldman
Chris Christie was a “What’s the Big Deal?” participant from day one, but he admits Armstrong’s four-month promotion was only in the back of his mind when customers walked into the Moncton, New Brunswick store where he has worked for the past 18 years. Through it all, consciously or not, he sold plenty of Armstrong flooring, particularly laminate. How much flooring? Enough to take down not only the $30,000 grand prize in the “What’s the Big Deal?” promotion, but also the $20,000 award as the top laminate salesperson.
Christie, whose career at Ritchie’s Flooring Warehouse began in the warehouse 18 years ago, acknowledged that once he was told he was in the running for a major prize, he put a great deal of effort into selling Armstrong. But he noted the task was made easier by being presented with a great product.
“When it comes to products such as Grand Illusions and Natures Gallery, I think the product sells itself,” Christie said. “There is nothing in the industry that compares to Grand Illusions. Customers like the visual, the style.”
What makes Christie’s accomplishment even more impressive is that 2008 represented the first year Ritchie’s Flooring Warehouse, a fourth-generation retailer, carried Armstrong laminate. “We were doing OK with Armstrong prior to the contest, but it was with sheet goods,” he said.
Christie noted that Armstrong itself deserves much of the credit for becoming the “What’s the Big Deal?” grand prize winner. It begins with his selling strategy. “The first thing I do is qualify the customer,” he said. “I learn what she wants and then make it happen. There is an Armstrong flooring product for everybody.”
He also noted that Armstrong makes him a better salesperson because of all the help the company provides. “Armstrong offers great seminars, particularly on product knowledge,” he said. “If we call our rep, he’ll be here in a day for training. And we can always get product information off the Web site.” He added that aside from training, the Armstrong displays draw customers by themselves.
Also contributing to Christie’s victory was the fact that there is a lot of new home construction going on in his area, and a number of builders send in their customers. And not to be taken lightly is the 30,000-square-foot store in which he works. “We do a lot of renovation. We’re a large stocking inventory store, so we can offer customers better products at more affordable pricing. We also have a large selection. We have entry-level products that will fit one person’s budget and also do cut orders for the high-end consumer taste.”
He summed it up: “When you have a great tradition—four generations of Ritchie’s Flooring Warehouse in New Brunswick—focusing on hard work, integrity and customer service, and deal with outstanding partners such as Armstrong, all you need is a great product and the rest is simple.”
So what does Christie think about becoming the top Armstrong salesperson? “It’s a great honor for sure,” he said. “Now I’m just going to pay some bills and go on a couple of vacations in the spring.”
Chris Christie was a “What’s the Big Deal?” participant from day one, but he admits Armstrong’s four-month promotion was only in the back of his mind when customers walked into the Moncton, New Brunswick store where he has worked for the past 18 years. Through it all, consciously or not, he sold plenty of Armstrong flooring, particularly laminate. How much flooring? Enough to take down not only the $30,000 grand prize in the “What’s the Big Deal?” promotion, but also the $20,000 award as the top laminate salesperson.
Christie, whose career at Ritchie’s Flooring Warehouse began in the warehouse 18 years ago, acknowledged that once he was told he was in the running for a major prize, he put a great deal of effort into selling Armstrong. But he noted the task was made easier by being presented with a great product.
“When it comes to products such as Grand Illusions and Natures Gallery, I think the product sells itself,” Christie said. “There is nothing in the industry that compares to Grand Illusions. Customers like the visual, the style.”
What makes Christie’s accomplishment even more impressive is that 2008 represented the first year Ritchie’s Flooring Warehouse, a fourth-generation retailer, carried Armstrong laminate. “We were doing OK with Armstrong prior to the contest, but it was with sheet goods,” he said.
Christie noted that Armstrong itself deserves much of the credit for becoming the “What’s the Big Deal?” grand prize winner. It begins with his selling strategy. “The first thing I do is qualify the customer,” he said. “I learn what she wants and then make it happen. There is an Armstrong flooring product for everybody.”
He also noted that Armstrong makes him a better salesperson because of all the help the company provides. “Armstrong offers great seminars, particularly on product knowledge,” he said. “If we call our rep, he’ll be here in a day for training. And we can always get product information off the Web site.” He added that aside from training, the Armstrong displays draw customers by themselves.
Also contributing to Christie’s victory was the fact that there is a lot of new home construction going on in his area, and a number of builders send in their customers. And not to be taken lightly is the 30,000-square-foot store in which he works. “We do a lot of renovation. We’re a large stocking inventory store, so we can offer customers better products at more affordable pricing. We also have a large selection. We have entry-level products that will fit one person’s budget and also do cut orders for the high-end consumer taste.”
He summed it up: “When you have a great tradition—four generations of Ritchie’s Flooring Warehouse in New Brunswick—focusing on hard work, integrity and customer service, and deal with outstanding partners such as Armstrong, all you need is a great product and the rest is simple.”
So what does Christie think about becoming the top Armstrong salesperson? “It’s a great honor for sure,” he said. “Now I’m just going to pay some bills and go on a couple of vacations in the spring.”
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