7 Costly Misconceptions

Misconception #1: The company that offers the lowest advertised prices offers the greatest value.

No. Low price does not equal good value. Price is what you pay, but value is what you get. Many consumers choose a floor covering store based on price and only later discover that they didn’t get good value.

There are many things that go into providing good value:

• Quality materials. No bait-and-switch.
• Iron-clad warranty that is not only in writing, but the dealer stands behind it out of a sense of ethics rather than threats of legal action.
• Knowledgeable sales consultant who can help you narrow the thousands of options to the one that’s best for your unique situation
• A stress-free, World Class installation process
• Friendly and reliable communication from the dealer’s staff during the selection and installation process.
• Your calls are returned promptly and NOT ignored.
• Expert installation by trained, certified installers who conduct themselves as professionals in your home.
• A beautiful finished product that you can be proud of.

The “discount” dealer who offers the lowest price has to “pay” for that low price by cutting out value. Ultimately this means that YOU pay.

That’s why it’s critical that when you choose a floor covering store, always look at overall value rather than simply the price tag.

Misconception #2: All floor covering dealers are the same

No. Many floor covering companies carry products that look the same or have the same name. This leads to one of the biggest misconceptions in the industry: “all dealers are the same.” Based on this misconception, many consumers to make a decision based on price alone. This causes several problems.

1. Many products may look and feel identical, but are vastly different in quality. Knowing the type of materials used in the product, face weight, density, and construction are a critical. An honest dealer will educate you on the differences and help you select the right product.
2. Dealers may offer the same product, but have vastly different warranties. Or one dealer honors its warranty while another plays the “Delay Game”.
3. Two stores may offer the same product, but the installation quality at one store may not be good. Remember what I said earlier, “Floor covering is manufactured in your home.” It’s not like buying a sofa. A lousy installation means you wind up with a lousy finished floor, even if you paid extra for high-quality products. Ask to see the certification paperwork of all installers. And ask to see a list of references.
4. A reputable dealer will take the time to help you find the product that’s best for your unique situation rather than just try to “sell” you carpet. It’s the difference between dealing with a “sales person” and working with a Trusted Advisor.

We want to be your Trusted Advisor. At First Choice, we have a process called a “Free Design Audit” where we take you through a series of questions that helps narrow the thousands of options to the one that works best for you. This also saves many hours of fruitless shopping and takes the stress out of buying. It makes the process fun!

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