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Words That Are Used To Manipulate Us When We Engage In A Home Improvement Purchase

Words That Are Used To Manipulate Us When We Engage In A Home Improvement Purchase

The English language is an iatrical part of shopping and everyday commerce.  Businesses know and understand this well.  In fact there are even books written for words that can sell; to you the customer.  We may not pay attention to these words and you may be tricked by them into making a purchase that isn't as good as you were led to believe.  So in the war of words here is a quick recruit manual for you consumers when it comes to shopping for home improvements.  Since I am a flooring expert I will correlate many words to the flooring industry but from your own experience I am sure you have seen these words and phrases used elsewhere in other industries.  

The total amount words that are used currently in the market place far surpass what I will cover in this article but the true purpose of the article is to get you to pay attention to the words that are used against you whatever they are.

Words that are used to mislead you

Surplus: Something that remains above what is used or needed.

Overstock:  to stock to excess

Seconds and Surplus: next after the first; being the ordinal number for two.

How many of you have seen signs for flooring companies or the company itself uses the word surplus or overstock in their name to sell their products. There is no such thing as surplus or overstock flooring.  With inventory controls and the high costs of making a mistake in ordering materials who makes a big enough mistake where a store has thousands of square feet of flooring that is surplus? Every builder I know and home owner measure every square foot to the T.  So I know the surplus isn't coming from them. When the US military says they have 10,000 boots as surplus I believe it.  But not when a flooring store uses it to promote the idea of discounts or cheaper pricing. How can a flooring company that buys containers of flooring direct from China or from their distributor knowing what they are buying and in abundance; label their product a surplus or overstock? Where's the surplus coming from?

Seconds is a different story: seconds in the flooring industry means there is something wrong with the flooring in so much that the manufacture does not want to put their name on it.  Be it a color variation, twisted or not so straight boards, delamination and finish problems, the formaldehyde emittance is too high for industry standards (the glues to bond most plywood engineered floors emit this in low levels), the color changes color in the sun after time and so on and so on.  If you ask the sales rep why it is seconds the majority of the time they will say it's a color variation because they really don't know themselves. I wouldn't believe it. For the headaches and not really knowing why something is seconds I would run away from seconds unless you're a flooring expert. You will spend more money using flooring that is seconds than just buying the factory approved stuff.  I have known many contractors who have had to buy 150% or more of material just to finish one area as they threw away most of it since the material didn't lay straight. 

Factory Direct: Direct: proceeding in a straight line or by the shortest course.

Factory Store: A store that is owned & run by the manufacture.

Distributor: A wholesaler who has exclusive rights to market, within a given territory, the goods of a manufacturer or company.

Dealer: a person who buys and sells articles without altering their condition; trader or merchant

These are used all the time in the flooring industry.  Used and abused.  There are only a small handful of distributors that get their product factory direct compared to the number of stores that say they are selling to you the customer factory direct.  The usual chain of events in a factory direct purchase should be: Manufacturer: Approved Regional Distributor: Flooring Store.  (3) Mark ups.  This is how I have positioned my company; http://texasbestflooringcompany.com/

When this phrase is abused you get: Manufacturer: Approved Regional Distributor: Another Distributor: Flooring Company: Smaller Flooring Store, Dealer, Builders: (5) Mark ups.  Not every company or distributor can get every flooring product, factory direct, if they say then can then I would not believe it.  Manufacturers preselect who they want to distribute their product in a selected region.  That distributor then picks reputable companies in which to sell their represented manufactures goods.  It's a form of quality control.  So by the time your builder and or installer tells you they can get wood flooring factory direct I would not believe it.

To follow the chain of anything factory direct you go to the manufactures website and look for approved distributors.  Then you call the distributor in your area and ask them what flooring store offers the product you are looking for.  Some distributors are the flooring store thus being a one: two mark up. This is the most cost effective way. Work from the source out not start at the store and work backwards.  So the next time a flooring company or someone else claims to be a distributor, miss leading you the consumer into thinking you're getting a product direct form the source, verify this, contact the manufacture.

Outlet: a store, merchant, or agency selling the goods of a particular wholesaler or manufacturer.

Whole Sale: the sale of goods in quantity, as to retailers

As far as I know there is no such thing as a flooring outlet store in the true meaning of what an outlet is.  Clothing stores have outlets where the factory makes mistakes and the outlets then offer the products at a discount. For example Polo clothing and Coach Hand Bags have outlet stores that just offer their products. I don't know of one factory represented, flooring outlet store; anywhere in Texas.  The next time someone claims to be an outlet then ask them why they carry more than one brand and which factory or manufacturer do they represent.  I can say with certainty that if you call a flooring manufacture and ask them where there flooring outlet is in Texas they are going think you are crazy; they may even laugh.  They are going to probably ask you if you mean distributor but an outlet and distributor are two different things. Bottom line is there are no factory direct flooring outlets in Texas.

The phrase Whole Sale is ridiculously over used.  Forget the word all together.  Flooring is sold per job pack, per pallet price, then container price, and then multiple container pricing.  Job Pack is usually under 800-1,000SF, pallets are 1,000- 2,500SF depending on the material ect. Containers are usually 9 or more pallets, and multiple containers reach up into the hundreds of thousands of dollars.  As a consumer the best price you can get, call it wholesale, discount whatever it is, is pallet pricing.  This is your commando word to fight the enemy.  You want pallet pricing on everything you can get since there's no way your ever going to need a container of flooring with 20,300SF.  This is the term we in the industry use and so should you.  I don't go to my supplier and say, "Can I get some wholesale tile." I ask what's the pallet price and how much do I have to buy to get it for xyz. 

Sale/ Discount Teasers

Save up to ____% Off!, ____% Discount!, Price Break! Price Blowout! Prices Slashed, One Day Sale, One Day Only, Giant Closeout Sale, Everything must go, We Must Move Our Inventory, Buy more save more, Huge Discounts, Buy One Get One Free, Store Wide Clearance, Liquidations:

In sales we call these teasers.  Whenever I see up to 50% off I think 50% off of what; one million dollars? Prices change for suppliers and costs fluctuate in the market. Yes, price increases get pasted on the public but not as extreme as some company's would make it.  I never really have sales as my flooring company offers just low pricing year round.  Here is the scenario and you tell me where the huge discount comes from.  The flooring manufacture has a price that they set and sell to the distributors.  The distributors then mark it up with little wiggle room to only those who buy bulk.  At this point this is a 2 mark up scenario. If a flooring company is sharp then they find a way to be in this position.  If you as a consumer are dealing with let's say 3 companies that are in the 3 mark up situation then how can one company offer a huge discount over everyone else when everyone buys form the same distributor in that area? They can offer a huge discount because they normally are way over charging customers to begin with.  This is why they can offer 50% off and still be profitable.  Discount only really truly comes into play in flooring when a product line is discontinued and the manufacture is no longer going to make that product.  Even then you have to ask yourself why would they discontinue a profitable item is there something wrong with it?

Going out of business sale: If a company is truly going out of business wouldn't you want a warranty on a product that you're spending thousands of dollars on?  Some would say oh well in flooring you get it from the manufacturer for the product. True, but trust me it helps when the person you buy the product from can help you get your warranty.  A Flooring company that sells thousands and thousands of dollars of a manufactures product can have some pull in helping you, the consumer, get your warranty if you come into problems.

Patriotism: using the word American or USA in the company name:

This is a big red flag!!! Foreigners that come to this country and want to sound American sometimes put the word USA or American in their company name. (Political correctness aside.) The word American is used against us as consumers to invoke patriotism.  The problem is the person who owns the company with this name is usually of foreign birth and does not normally hold the same regard for America and our values that the name is being used to invoke a sale. I did public works construction for 11 years in California and I saw many companies that fit this description and screwed many people over.  The owners of these company's then go back to their home country wait a few years and come back only to open a new company under a relatives name with all the money they ripped everyone else off before.  Consumers would say, well this is un-American, and I would say ya exactly. Look around you there are 5 to 6 flooring company's in Dallas that have the name America in it and are owned and run by foreign owners. (Disclaimer: I'm not saying they are good nor bad it up to you to check them out and decide on your own.)  As time goes on more and more people will be moving to Texas as a result of the business opportunities here.  Protect yourself use the better business bureau to check every company out.  Also check with the Secretary of State of Texas to make sure a company's taxes are current plus you can get the information who the owner and registered agent are in the state for that company.  

 https://ourcpa.cpa.state.tx.us/coa/Index.html

If you're making a large purchase check to make sure the company is not in bankruptcy. (Store Wide Clearance…. red flag)  Companies don't have to disclose to you the consumer they are in bankruptcy as it is public information and it is up to you the consumer to do your due diligence.  If you do business with a company in bankruptcy or are buying from a store wide clearance sale get your product on the spot don't wait for delivery or you may find your check cashed and the store locked the next day.  Depending on where you live and the company is head quartered the bankruptcy court may vary.  For Dallas it is:

http://www.txnb.uscourts.gov/Clerks-Office  This is the clerk's office they can help direct you.

I know this has nothing to do with home improvements but it's my all time favorite.  Ever see the signs at pawn shops and other places that say, "We buy scrap gold."  Lol Theirs no such thing as gold that is scrap; gold is gold.  The word scrap is meant to devalue the gold you are trying to sell so you get less than fair market value.  When they melt it down and reform it is it marked, "Previously Gold Scraps". No its not! Trying going to these places and asking them if you can buy scrap gold one oz bars. Somehow I don't think they will give you a discount.

The financial and banking industry is one example where you have to have a license or be what you say you are or you risk fines and jail time. The flooring industry in Texas and many other states do not have this federal regulation of checks and balances over the use of words to protect consumers. 

Remember it's ok to let words peak your interest in a product or service but don't let it sway you away from the most important aspect at hand.  That being the bottom line; the final price and value of what you need or want. Every industry has its phases and words and they have a purpose.  Just verify the company you are dealing with uses the words to convey their correct position and meaning in the market place.

 

David Hill

Owner/President

Texas Best Flooring Company, Inc.

About the Author

Company Story

Why did you start your Flooring Company?

I started my flooring company because I saw a need for honesty and integrity within a market that was overwhelmed with flooring companies who were forgetting who they were in business for; the customer, the good people of Texas, and Americans in general.

What makes your Flooring Company different than other Flooring Company's in your community?

 

As the CEO, David Hill, I have been building multimillion dollar schools through the public works system for 10 years and I have extreme technical and business knowledge in the construction industry. I went to school and hold a master's degree in Public Administration with a background in Economics and Political Science.
I have obtained and mastered leadership skills from both the business and construction industry and from the many years I was in the Marine Corps and Army; (14 years all front line infantry work). I will do anything to make things right and do whatever it takes to fulfill a contract with a customer. I truly believe a man is nothing if he can't keep his word or complete what he says he will do.
I live by 14 leadership traits as learned in the Marines: Justice, Judgment, dependability, initiative, decisiveness, tact, integrity, enthusiasm, bearing, unselfishness, courage, knowledge, loyalty, and endurance. Also I make every decision so that it is right with God and Jesus Christ.
We also have the lowest prices anywhere as we have virtually no overhead as we are a mainly internet based business.  We then pass the savings onto the customer.

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