I’ve always said there’s a carpet made to fit every need and requirement for any application one could think of. Two factors must be taken into consideration however for the right product to wind up in the right place. First, you have to know the specific requirements of the end user in order to determine the right product. In other words what do they want the product to do? This should be obvious but very often it isn’t because the biggest problem in the industry is caused by the wrong product in the wrong place and failing to perform up to the expectations of the end user. People think installation is the biggest problem but it isn’t, this is. The second factor is the cost. You can have manufactured any kind of carpet you want and make it perform in any way you want as long as the end user is willing to pay for that performance. Let me qualify this. It may take nothing more to make a carpet special than to put a specific type of backing on it which may not cost very much more at all. Once the end user knows they’re going to get exactly what they want, customized for them, there’s no room for negotiation. The price is what it is. Is this really true? Absolutely. We do more and more of this type of work for small and large end users who’ve come to us because they’ve been disappointed with a products performance and they want something that will specifically fulfill their needs.
Let’s look at a few examples of what an end user has asked for. A large commercial client was concerned about bleach spills in the corridors of one of their luxury condo buildings. Not only did they have this concern, which is basically easy to handle, but they needed a very luxurious looking carpet, with a custom pattern, that had high performance characteristics. The bleach spills could be easily addressed by employing the use of solution dyed nylon. The luxurious appearance and customized pattern was achieved by going to a small specialty commercial manufacturer and working with them and the client to come up with a design and construction that would fulfill their needs. When we went to the end user and told them the cost, which was non-negotiable, it was prefaced with the explanation that everything they asked for was going to be delivered to them. Included also in their cost was a watchful eye on the manufacturing and finishing of the carpet. We chose the carpet manufacturer and finisher specifically based on the client’s needs and our relationship with all of them. We also tested the finished carpet to make sure it would do everything we said it would and that it would maintain its appearance for many years followed up by a written report. The finished product actually exceeded expectations.
When you can deliver this type of service, backed up by verification, testing and evaluation of the product for the intended purpose, you’ve got a custom product with a custom service and price becomes a non-issue. No competitor can undermine you, no manufacturer can knock you off, and no one can compromise your deal. More and more there’s a market for this type of service that we can help you with.
Let’s look at another example. A hotel chain requires a carpet with a high laminate strength backing but they have budgetary constraints. They allow pets in their properties and need a carpet that will look good, won’t stain and won’t come apart. Again, we go with a solution dyed nylon, we play around with the tufting process to make sure we get good coverage and appearance, performance and eliminate another concern of theirs which was streaking. We put a very high quality latex backing on and then we test the product to make sure it will do what they want. We communicate with them on a regular basis, another aspect of the customized service, and very likely the most important part and they approve the product. It looks and works exactly the way they want it to because it’s been scrutinized every inch of the way and they’re happy. We stay within the confines of the budget in the process to deliver this customized service.
In yet another case a retail chain has special needs for a product that won’t show soil, spots and spills. What they had before was down for 10 years and looked great during that time. A new product they got failed to live up to expectations. When that product was tested and evaluated it was determined to be the wrong product based on the type of yarn system used and the topical applications. A custom specification was developed to help the end user get what they needed. It was more expensive but it had qualities that would not only meet their requests it also would give them long life and better structural integrity as well as comfort underfoot. Another satisfied client was served.
Any commercial manufacturer, dealer, architect, designer or specifier can deliver this type of customized service. We’ve been fortunate simply because calls we get for help are from end users who have experienced a problem and been disappointed with the product not living up to their expectations, which could have been met. At this point they’re willing to make an investment in the fulfillment of their needs. All you have to do is listen, qualify the client and the end use of the product and give them what they want. If you need help, guidance or assistance you can call us. I’m more than willing to help you.
Author – Lewis G. Migliore – The Commercial Flooring Report
LGM and Associates – The Floorcovering Experts