Four Predatory Tactics
Predatory Tactic #1: Bait and Switch
Here’s how it’s done: you pay for a high-quality carpet, but the dealer secretly installs a lower quality carpet of the same color and style. It’s extremely difficult for the average person to tell that this has been done. UNTIL…about 6-12 months have passed. Then you begin to notice wear patterns, fraying or other problems with the cheap carpet.
The same thing is done with carpet padding and hard floors.
Another bait and switch tactic is to advertise a ridiculously low price to get you into the store, but when the “salesperson” visits your home to measure, the price is suddenly inflated. Then the “salesperson” uses high-pressure tactics to get you to buy at the higher price. Dealers who engage in this kind of deceptive practice hire “salespeople” who are nothing more than con-artists, and who are masters at manipulating and pressuring people.
This is why it’s critical that you work with a local dealer you can trust. Always get a list of references from past clients.
Predatory Tactic #2: Using untrained, non-certified installers to cut costs
Buying floor covering is different than buying other interior decorating items such as sofas, lamps or tables. Why? Because when you buy a sofa, you simply bring it home and set it in your living room—you don’t “install” the sofa. Floor covering has to be installed: it’s literally “manufactured” at your home. So when you buy floor covering, you’re really buying two things: the floor covering itself, and the installation.
Unfortunately, unethical dealers try to save money by hiring “cheap” labor to do their installations. Here’s how it works:
They offer super low prices or ridiculously discounted “specials” to lure people into their store. Well, all of their overhead remains the same: rent, utilities, and their cost for the floor covering. NONE of these costs can be reduced. So how do they “pay” for super-discounted price offers? They don’t. Instead, they make YOU pay by hiring cut-rate, untrained, uncertified installers. And the worst part is, you don’t even realize it until the installers show up at your door.
Some common problems encountered with non-certified, untrained installers:
- They show up late, or not at all (lack of professionalism).
- They are not trained in good customer service. Many times they are rude or simply don’t communicate well with the home owner.
- Since they are underpaid, they have to rush through your job and hurry on to the next so they can complete as many jobs as possible.
- Damaged floor covering
- Damage to your home
Another big problem is high turnover. Since these “discount,” “Bargain Corral,” or “Mega-Depot” dealers can’t afford to pay a fair salary, installers are constantly quitting. In the desperate rush to find new installers (who will agree to work for “peanuts”), things like training, customer service, and criminal background checks don’t get done properly. This is bad news for you, the consumer.
When considering a floor covering store, always ask to see the certification credentials of their installers. Don’t simply take their word for it that the installers are certified. If they balk at showing you certification credentials, find another store.
At First Choice, I only use trained, certified installers, and I’ll be happy to provide you with credentials.
Customer Testimonial!
City: Centennial
Project: Carpet - Install Great customer service! Bill was exceptional - great communication from start to finish. I needed not just a salesperson, but someone to help me choose a carpet that was right for our lifestyle (pets and kids) and Bill was extremely helpful. Huge selection to choose from and financing options made this easy. Installers were professional and cleaned up after the job completely. The carpet looks wonderful. In fact, I have hired them to carpet the basement as well.
