In its second round, Armstrong’s “What’s the Big Deal?” retail salesperson stimulus package continues to drive business, and obvious fans—round-one winners— are once again taking notice.

With today’s dealers already chomping at the bit for profit opportunities and an increase in business, “What’s the Big Deal?” simply suggests a successful way to achieve this in trying times—sell Armstrong products.

“We’re already putting ourselves out there—especially in the down economy,” explained Kathleen Dacko of 1A Flooring in Hopkinton, Mass., and a $1,000 round-one winner. “Armstrong is simply providing the incentives necessary to help us close the deal.”

Josh Richards of Rodger’s Décor and More in Versailles, Ky., and a two-time $1,000 winner in the first go round, agreed: “If we’re going to sell something every time the door opens, it might as well be Armstrong so we know the consumer’s getting a great product and we’re trying for a personal add-on.”

But, that personal pat on the back for a job well done is not the only motivator here. The Armstrong brand is oftentimes a retailer’s right-hand man on the show floor, which also helps close-rates and in turn business.

“Armstrong is a well-trusted, reputable brand with fantastic product offerings,” said Jessica Salada of Rochester Linoleum and Carpet One in Webster, N.Y., another $1,000 prize winner. “Its ‘What’s the Big Deal?’ contest only enhances the manufacturer’s already established perception with customers, by giving retailers an incentive—a variety of prizes—to take them to the brand. Personally, Armstrong is the first brand I show shoppers, and I end up selling it over another product about 90% of the time.”

Now, with Armstrong winning 90% of the closings, you might wonder: “What’s the hot product?” And that’s just the thing—favoritism is being found among a variety of lines.

Big-time $50,000 winner Chris Christie of Ritchie’s Flooring Warehouse in Moncton, New Brunswick, Canada, pointed to Grand Illusions—Armstrong’s premium laminate collection—as a high seller. “Customers just love it,” he said. “The visuals alone practically allow the line to sell itself.”

Dacko, however, named Sugar Creek as an eye-catcher, and Salada suggested several different collections—including Grand Illusions, Natural Fusions, Destinations, StrataMax and CushionStep—that are making waves (and sales) among buyers.

“The only feedback I get when I take a consumer to Armstrong— regardless of the category or specific product—is: ‘I’ve heard of and/or purchased Armstrong before. It makes beautiful products,’” Salada said. It’s this inherent brand recognition and its value that opens the selling door across all segments and price points— keeping the “What’s the Big Deal?” competition fierce and customers happy.

For more information on the promotion—which runs through June 30—or to register, visit retailerchallenge.com.