Galleher LLC, founded in 1937, and based in Los Angeles, California, is an industry leader in the design, manufacture and distribution of residential and commercial flooring products. With 350+ employees and 25 locations across four states, It’s one of the top five wholesale flooring distributors in the U.S..
How has Covid impacted sales representatives in the flooring industry?
In the flooring industry, Covid has forced sales representatives to adjust and adapt in ways nobody could have imagined several years ago. The lack of personal meetings, canceled trade shows, reduced budgets and a shift to more digital interactions has created even greater challenges for reps looking after their customers’ needs. In addition, managing pricing fluctuations as well as inventory shortages due to supply chain disruptions have created even more challenges for sales reps in balancing the realities of the business situation with the needs of their customers.
What skills are important to a flooring sales representative that were not as important in the past?
The most important skill for a flooring sales representative is consultative selling. In the past, sales reps could get by with a knowledge of the features and benefits of their product and a nice sample. Those days are over. Today, sales reps need to have a deep understanding of more than just their own products. They also need an in-depth knowledge about the competition’s products as well.
A good rep must know not only everything related to flooring but a wide range of other items that are important for customers such as installation methods, subfloor recommendations, moisture mitigation options among many others things. While some might think all this is easy enough - there's still so much needed beyond simply "selling them a floor." Providing consultative services around entire jobs has become mandatory today which means each customer deserves nothing less from industry experts who can provide relevant advice based upon what will work best for their needs.
"Today, sales reps need to have a deep understanding of more than just their own products. They also need an in-depth knowledge about the competition’s products as well. "
What do retailers ask for today from a sales rep that is different from years past?
There are many things to consider when selling flooring in the retail space. There is an overwhelming amount of product choices that all have different features and benefits, which makes it a challenge for customers (and retail sale personnel) trying to make an informed decision. As a result, a good sales representative must have a deep understanding of the product performance of multiple product and types, including installation issues and recommendations, subfloor prep, sound ratings, ADA requirements, and any adhesive requirements. Ideally, a sales representative will be able to provide a full gamut of information, from prep work to installation to care and maintenance.
How do sales reps respond/combat the competition from direct to consumer or “big box” channels?
The big box and direct to consumer channels are both growing in the flooring space. Because of volume and overhead issues, they can sell certain products at an attractive cost, which is appealing to many consumers. However, unlike the specialty retail channel, they may not be providing a similar depth of knowledge about a wide range of flooring and installation issues, or the ability to offer a clear perspective on the true “value” of flooring.
"A good sales representative will focus on “value” rather than price"
There are so many other variables to consider beyond price. As a result, a good sales representative will focus on “value” rather than price, which could provide an advantage over these price driven channels.
What makes a sales rep stand apart to their customers?
At Galleher, we live by a promise to all our customers stating that our sales representatives will do whatever they can to help our customers keep the promises they make. That’s a core tenet of our company that has helped us stay ahead of our competition for over 80 years. And while I’m certainly biased, I do believe we have the best sales representatives in the business. The consistent traits I’ve seen among all our representatives are honesty, integrity, and a broad base of flooring knowledge that can be applied to any customer situation.
What additional changes do you see coming over the next few years?
If flooring has become a more difficult process in the past few years, it only stands to reason that it will continue to evolve at an even faster rate. New product innovations are constantly being introduced and design trends change on almost a yearly basis. Moreover, flooring contractors and end-users want things done as soon as possible which could create communication struggles or information gaps moving too slowly for today's market needs.
So it will be the responsibility of the sales representative to not only stay on top of these changes, but to partner with their customers to communicate these changes and manage through the complexities of the marketplace. Here at Galleher, our role will continue to evolve, but at the core of what we do, we are here to help our customers recommend the right choice for their customers, and we will be there for them throughout the entire process to help them keep their promises.
