Sometimes the customer says one thing, but means another

By
Home Builder with The Flooring Girl

cumberland maple laminate flooringIn my industry, customers mistakenly use the wrong terms for products, especially for some items. For example, they say laminate flooring, but they really mean vinyl (or vice versa); same thing goes for vinyl vs linoleum.  Today was one of those perfect examples of where a customer said something, but meant something completely different...and I'm glad I caught the mistake before I left.

 

My customer had a flood (they are covered by insurance) and they wanted to replace what they already had.  They said they wanted laminate flooring that looked like maple.  They also said they wanted Pergo, which is a brand name of laminate flooring.  So, since they used both terms (several times) and they described how it was installed, I took them for their word.  They had already spoken with 2 other flooring contractors about this project, so I also figured they knew what they wanted and they knew what they were talking about...especially since they had the floor previously.

 

maple hardwood flooring westchester countyI showed them some laminate flooring samples and they said, "yes, that's what we are looking for."  So I believed them.  Then, the wife made some comment mentioning that the planks looked a bit different and they had wider and individual planks.  I then thought she was talking about some more expensive type of laminate (and I didn't have those samples with me).  I asked if she knew the brand of what they previously had.

 

She went back to the insurance papers and came back and declared that they had Somerset 5 inch.  I then turned around stunned...because Somerset makes hardwood.

 

So I asked if she was sure it was Somerset and  then asked if they had hardwood.  Well sure enough, yes, they had maple hardwood (and it's a good product) - almost the opposite on the spectrum compared to the inexpensive laminate I was showing them.  They explained that what they meant was "laminated hardwood" (translation - engineered hardwood), that was floated like a laminate.

 

Once I knew what they had, it was easy for me to figure out how to get it for them.  But, it really made me think about how I need to be more careful and not just assume that my customer knows what they mean...even when I ask them and they confirm it.

Comments (50)

Kathryn Maguire
GreatNorfolkHomes.com (757) 560-0881 - Chesapeake, VA
Serving Chesapeake, Norfolk, VA Beach

Asking probing questions and confirming assumptions is always a good idea.  You never know what you might be missing.  (And it makes me wonder what sort of estimates they got from the other vendors?)

Jun 16, 2012 10:10 PM
Sally K. & David L. Hanson
EXP Realty 414-525-0563 - Brookfield, WI
WI Real Estate Agents - Luxury - Divorce

Good job...

   Customers sometimes are sure of what they want...just not sure of how to ask for it.

Jun 16, 2012 10:28 PM
Ginny Gorman
RI Real Estate Services ~ 401-529-7849~ RI Waterfront Real Estate - North Kingstown, RI
Homes for Sale in Southern RI and beyond

You are the 'bomb' on hardwoods Debbie & that is why your expertise is in such demand!

Jun 16, 2012 10:45 PM
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

What is the difference between walking on water or walking on wood?...ANSWER: Debbie's recommendations....

Jun 16, 2012 11:33 PM
Amanda Christiansen
Christiansen Group Realty (260)704-0843 - Fort Wayne, IN
Christiansen Group Realty

I always love reading your informative posts about flooring, Debbie.  I always learn something new.  Great post and keep up the great work!  

Jun 17, 2012 12:19 AM
Sandy Acevedo
951-290-8588 - Chino Hills, CA
RE/MAX Masters, Inland Empire Homes for Sale

Hi Debbie, good job! Especially since the insurance company was paying for it. So, what is the difference between "engineered hardwood" and regular plain old hardwood flooring?

Jun 17, 2012 01:32 AM
Lori Cain
eXp Realty - Tulsa, OK
Midtown Tulsa Real Estate Top Producer

There are few problems that being a good LISTENER can't solve. Good job on your part Debbie - we certainly go through the same experience with our clients!!

Jun 17, 2012 01:46 AM
Carla Muss-Jacobs, RETIRED
RETIRED / State License is Inactive - Portland, OR

You got that right!!  Glad you got to the heart of that prior to ordering.  And I'm glad they had their insurance paperwork handy!  Did you get the job??

Jun 17, 2012 02:16 AM
Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

Your subject line never spoke truer words about customers.  It's true with homebuyers also!  It is not uncommon for a buyer to say they want a house on a large lot, a separate family room, and formal dining, and then walk into an Open House on a small lot with a great room, and then say, "This is the one!"  I can imagine with flooring, that through the act of educating customers, they see more options, and ultimately make different choices.  In the end, perhaps a better one:-)

Jun 17, 2012 02:24 AM
Debbie Gartner
The Flooring Girl - White Plains, NY
The Flooring Girl & Blog Stylist -Dynamo Marketers

Janis - Yes, you're right.  It was funny since they sounded so definite on knowing what they wanted.

Kathy - Yes, so true...and I often know what people tend to get tripped on on, but this one surprised me since they sounded so confident.

Kathryn - I know...that's exactly what I was asking them about right afterwards.  I will need to make sure they verify.

Sally & David - Yes, well said.

Ginny - Thx.  You're the best.

Richie - Oh, that is so sweet!!

The Christiansen team - Thank you.  You made my day!

Sandy - Oh, I have a post on this...but I'll have to find it, and I need to run right now.  Most people call solid hardwood regular wood.  It's 3/4 thick and can be refinished many times and needs to be nailed into plywood.  They did not have plywood in their basement (similar to most in our area of the country).  Engineered hardwood is done in layers and can be glued to concrete (or floated).  They told me their flooring was clickable (which it wasn't....rather, it was glued at the joints), so it was yet another reason it threw me off.

Lori - Yes, good listening skills are important and I know I can always get better at that.  Yes, you guys deal with this sort of stuff all the time.

Carla - Thx.  I'm not sure...since they told me the wrong info, I didn't have that item on hand and I need to get updated pricing on Monday and then follow up with them.

Mryl - Yes, it happens in all fields and yes, I have plenty of times where people say they want something and don't realize there are better options (or that their choice is more expensive or that it's not practical/right for the area). This one just surprised me since they said they wanted exactly what they had and they said they knew what they had, and they just got it all mixed up.

Jun 17, 2012 04:09 AM
Rosalind Nicholas
RE/MAX Condos Plus Corporation, Brokerage - Toronto, ON
Toronto Condo Real Estate Agent, Toronto ON

In Toronto, we receive many new immigrants, who sometimes have the cash to buy ….. but there is sometimes a language barrier. I once said to my new immigrant clients, ……  the property backs onto a cemetery ….. and they said that’s good we like a lot of green …… after some more talking …. It turned out, that they thought …… what I said was ……. There were a lot of trees ……...

 

Jun 17, 2012 04:31 AM
Mel Ahrens, MBA, Kelly Right Real Estate
Kelly Right Real Estate - Hood River, OR
Customized Choices for your Real Estate Needs

Way to go, figuring out what the customer was really going for. I'm still learning this stuff myself and am sure I would make similar mistakes (I just had a client explain to me what "engineered" hardwood is).

Gretchen

Jun 17, 2012 04:46 AM
Michael Setunsky
Woodbridge, VA
Your Commercial Real Estate Link to Northern VA

Debbie, this was a case where further investigation brought out what they really wanted. This could really have been a disaster when they really wanted engineered maple hardwood.

Jun 17, 2012 04:55 AM
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224
Debbie- which is exactly why you're The Flooring Girl! Good catch on your part....in stead of rushing to "close the deal" you listened and used your head. Excellent!
Jun 17, 2012 05:03 AM
Dianne Goode
Raleigh Cary Realty - Raleigh, NC
Realtor/Broker

Hi Debbie.  Congratulations on the Feature!  Great topic for anyone in customer service.  We need to ask enough questions to be sure what the customer means -- not just what he says! Alas, there's no app yet to help us read minds ..

Jun 17, 2012 07:45 AM
Shar Sitter
Rooms With Style - Minneapolis, MN
Home Staging and Redesign Minneapolis/ St. Paul, M

I sometimes get the laminate and vinyl thing confused too Debbie. Luckily we have experts like you to guide us through it all. 

Jun 17, 2012 01:33 PM
Sharon Alters
Coldwell Banker Vanguard Realty - 904-673-2308 - Fleming Island, FL
Realtor - Homes for Sale Fleming Island FL

Debbie, my instant thought was, "ya think???" This is a reminder we all need to hear. Clarify, clarify. Very interesting descriptions about the differences between hardwood and engineered hardwood. Here, we mostly have engineered hardwood since they are going in on concrete slabs.

Sharon

Jun 17, 2012 02:40 PM
Sharon Alters
Coldwell Banker Vanguard Realty - 904-673-2308 - Fleming Island, FL
Realtor - Homes for Sale Fleming Island FL

And PS - more than once we have had Buyers who said they wanted one type of house and then ended up buying something completely different!

Sharon

Jun 17, 2012 02:44 PM
Doug Bullwinkel
Envoy Mortgage,NMLS ID 6666 - Roseville, CA
Mortgage Loan Originator NMLS #281609

With so many new products and materials being introduced out there, it's pretty difficult to keep track of them unless you are in the business or deal with these materials often in your work.  You have become nothing less then the local expert for us to call upon when we have questions on this topic.  Thanks for being a great resource.

Jun 17, 2012 03:07 PM
Mike Warren
Real Estate - Colorado Springs, CO

Good job Debbie. It shows how professional you are. You think very fast and figured it out on time. Good luck and keep it up.

 

Jun 17, 2012 03:17 PM

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