Article Number: 4229
Armstrong awards another $20G in ‘What’s the Big Deal?’, Justin Young: Top salesperson—wood
By Steven Feldman
Justin Young thought it was a joke. A text message from his manager at Advance Carpet One, Kirkwood, Mo., read, “You won something huge. Call me.” Hours later, when Young could take a break from his sales training, he made the call and learned “What’s the Big Deal:” He was the Armstrong’s top salesperson for hardwood in the four-month contest and a $20,000 winner. But he simply thought “the people here were playing with me since it was my birthday.”
A phone call from Gail Overly, Armstrong’s product specialist, marketing communications, did little to change Young’s opinion. “I thought she was in on it.” Overly told Young to call her back at the Lancaster, Pa., headquarters. He was “stunned” to hear her voice on the other end of the phone. Then he started believing. And celebrating.
Young, 28, has been selling flooring for seven years, the last two for Advance. While he always did well selling Armstrong prior to “What’s the Big Deal?,” he calls the last four months “record months.” And the contest has much to do with it.
“Once the contest started, I found myself gravitating toward the Armstrong display a little more,” he said. “I made sure my customers didn’t leave the store without showing them some sort of Armstrong product.”
But what Young found was that Armstrong often sells itself. “First, it has strong brand recognition. There’s a comfort factor people have with the name. Because they know the name they know it’s quality and is going to perform. [In fact], they all probably had an Armstrong floor in their homes at one point in their lives.”
Aside from that, Young actually wants to sell the brand. “I like the people. Our local distributor (W.C. Tingle) is awesome. Anytime there is a problem they are right on top of it. They are loyal to my customers as much as I am. Plus, their reps are very informative when something new comes out. When you get that kind of support, you tend to gravitate toward that manufacturer’s products.”
Young and the team at Advance Carpet One also rely on the Armstrong team, including residential sales representatives Vince DeBlaze and Mike McGhee, for solid information and support.
Selling techniques
Young claims to have no secrets when it comes to selling flooring. First and foremost, he attributes his success to demographics. “There is a lot of old money in this area. There are well-established families and communities, so they have the wherewithal to spend a little more.”
Next, he says he has learned a lot from Carpet One’s extensive training, particularly as it relates to the different types of consumers that walk in the door. “Some are about color and fashion. Some are to the point, want it now, want it installed. You need to understand who they are and put them in their comfort zone.”
Young focuses on hardwood flooring as a good investment in the home. “Wood is something you are adding to your home and not in your home,” he said. “Usually the customer is willing to spend the money to get the extra investment.” Nearly 95% of Young’s wood flooring sales have been Armstrong and Bruce products.
What’s selling
Young told FCNews he is having success with “the classics”—oak floors in gunstock and butterscotch— but he noted that some customers are getting more comfortable with designer looks, expanding into birches and maples. And while he has been having some success with exotics, “for the most part people have a hard time visualizing them in a large space and gravitate toward their safety zone, like an oak.” But when he does sell exotics, Brazilian cherry is strong. “Some customers will also be attracted to teak and kempas.”
Young said the Armstrong Web site actually helps him provide a comfort level for customers. “I often send people who have trouble visualizing the floor in a bigger space to the Armstrong site, where they can see the product in a room scene. That seems to help.”
As for specific collections, Premier Performance is doing well for Young, as is the Bruce brand. “People like Premier Performance because of the price point, durability, performance and color collection,” Young said.
“What’s the Big Deal?” gave Young and his family a very special Christmas. In fact, he kept the news to himself for three weeks and did not even tell his wife until Christmas morning. “I wrapped up the giant check and put it under the Christmas tree.”
Justin Young thought it was a joke. A text message from his manager at Advance Carpet One, Kirkwood, Mo., read, “You won something huge. Call me.” Hours later, when Young could take a break from his sales training, he made the call and learned “What’s the Big Deal:” He was the Armstrong’s top salesperson for hardwood in the four-month contest and a $20,000 winner. But he simply thought “the people here were playing with me since it was my birthday.”
A phone call from Gail Overly, Armstrong’s product specialist, marketing communications, did little to change Young’s opinion. “I thought she was in on it.” Overly told Young to call her back at the Lancaster, Pa., headquarters. He was “stunned” to hear her voice on the other end of the phone. Then he started believing. And celebrating.
Young, 28, has been selling flooring for seven years, the last two for Advance. While he always did well selling Armstrong prior to “What’s the Big Deal?,” he calls the last four months “record months.” And the contest has much to do with it.
“Once the contest started, I found myself gravitating toward the Armstrong display a little more,” he said. “I made sure my customers didn’t leave the store without showing them some sort of Armstrong product.”
But what Young found was that Armstrong often sells itself. “First, it has strong brand recognition. There’s a comfort factor people have with the name. Because they know the name they know it’s quality and is going to perform. [In fact], they all probably had an Armstrong floor in their homes at one point in their lives.”
Aside from that, Young actually wants to sell the brand. “I like the people. Our local distributor (W.C. Tingle) is awesome. Anytime there is a problem they are right on top of it. They are loyal to my customers as much as I am. Plus, their reps are very informative when something new comes out. When you get that kind of support, you tend to gravitate toward that manufacturer’s products.”
Young and the team at Advance Carpet One also rely on the Armstrong team, including residential sales representatives Vince DeBlaze and Mike McGhee, for solid information and support.
Selling techniques
Young claims to have no secrets when it comes to selling flooring. First and foremost, he attributes his success to demographics. “There is a lot of old money in this area. There are well-established families and communities, so they have the wherewithal to spend a little more.”
Next, he says he has learned a lot from Carpet One’s extensive training, particularly as it relates to the different types of consumers that walk in the door. “Some are about color and fashion. Some are to the point, want it now, want it installed. You need to understand who they are and put them in their comfort zone.”
Young focuses on hardwood flooring as a good investment in the home. “Wood is something you are adding to your home and not in your home,” he said. “Usually the customer is willing to spend the money to get the extra investment.” Nearly 95% of Young’s wood flooring sales have been Armstrong and Bruce products.
What’s selling
Young told FCNews he is having success with “the classics”—oak floors in gunstock and butterscotch— but he noted that some customers are getting more comfortable with designer looks, expanding into birches and maples. And while he has been having some success with exotics, “for the most part people have a hard time visualizing them in a large space and gravitate toward their safety zone, like an oak.” But when he does sell exotics, Brazilian cherry is strong. “Some customers will also be attracted to teak and kempas.”
Young said the Armstrong Web site actually helps him provide a comfort level for customers. “I often send people who have trouble visualizing the floor in a bigger space to the Armstrong site, where they can see the product in a room scene. That seems to help.”
As for specific collections, Premier Performance is doing well for Young, as is the Bruce brand. “People like Premier Performance because of the price point, durability, performance and color collection,” Young said.
“What’s the Big Deal?” gave Young and his family a very special Christmas. In fact, he kept the news to himself for three weeks and did not even tell his wife until Christmas morning. “I wrapped up the giant check and put it under the Christmas tree.”
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