There have been a number of inquiries lately about claims that actually relate to the warranty coverage on new flooring materials. Now warranties on floor covering are not my favorite thing as they tend to give a false sense of hope to the consumer and even the retail dealer about what is and is not covered. This is an issue we’ve dealt with before but it’s one that continually generates concern and frustration.
Have you ever actually taken the time to read the warranties on the products you sell, particularly carpet? Not that you don’t have more important things to do but if you have a claim which involves someone invoking a warranty for what they think it covers you should be aware of what the warranty says. For example, wear to the consumer is a change in the appearance of the carpet. Wear according to the warranty is the abrasive loss of fiber. Synthetic carpet does not wear out so the wear warranty does not actually cover what the consumer or you think it does. Matting and crushing warranties are a bit more complex as they may say that the carpet yarn must unravel a certain amount or that the carpet appearance has to change and it may be gauged by the CRI Appearance Retention Chart or Field Evaluation Scale. This scale shows pictures of carpet and rates it to determine if it falls within the parameters of what is deemed to be no change to severe change. The carpet appearance can be changed by grooming the carpet, vacuuming or brushing the carpet by hand to determine if it really is as bad as a consumer interprets it being.
When you’re looking at new products to carry in your store it’s important to know what the warranties are on those products. Just because a manufacturer offers you a product that looks as good as what someone else is producing doesn’t mean it performs as well. If you’re shopping for a new line or looking to supplement a product you currently carry and you’re doing this at Surfaces or some other trade venue, make sure that the best deal you make also takes into consideration how well it will perform for your customer. That being said you, passing yourselves off as the experts selling flooring material, had better know how well that material will actually perform. One of the best gauges to use is the experience you’ve already had with products you’ve never had a problem with. I can’t tell you how many times we’ve heard from a dealer about a product that was sold that was “just like” one from another supplier but it generated complaints when the one it was compared to never had. It may have been a few pennies cheaper or the deal to buy couldn’t be passed up but if it created a loss for you it wasn’t as good a deal as you thought it was.
The onus is not just on the supplier of the product you sell but the responsibility has to ultimately be yours for satisfying your customer. The consumer is counting on you offering them a product that will perform up to their expectations and you better deliver. It’s better to stick with a proven winner than to be penny wise and pound foolish. And please don’t believe everything you hear about how great something is; remember words don’t change facts or science.
Warranties are marketing tools. If a product has a lifetime warranty just what does that mean? Is it logical, reasonable and real or does it make you wonder when you read it? The warranty title is going to be taken for face value. All carpet will get dirty, mat, crush, change appearance somewhat and not look for years like the day it was installed depending on how it’s used, so understand this. The best way to sell is not by using the warranty as a crutch but by determining what the customer is looking for and delivering to them the appropriate product to meet their needs. If you sell the correct product into the right place you won’t have to worry about the warranties.
Author: Lewis G. Migliore
LGM and Associates – The Floorcovering Experts