Why Sell Just Shorn?

JUST SHORN

Action Plan

Why Sell Just Shorn?

Wool was a leading fiber in carpet manufacturing in North America in post WWII and then again in the 1950’s. However, by 1960, the mills had moved to producing synthetic fibers and wool carpet started its decline. Today wool carpet sales are less than 2% of the industry. This provides you with an opportunity to increase market share.

Listed below are reasons to consider selling Just Shorn to your carpet customers:

The competition has nothing like this product, carrying very few styles for customers to order.

Other flooring stores have very few lines; your customer will have much fewer products to compare to.

Few wool carpet lines have any warranties in place-we do!

The competition will never have the trained and knowledgeable sales professionals like you.

The product story itself reflects the value of your green customer – products that are renewable, natural, and biodegradable.

Customers will be excited about their flooring which will generate more referrals for you.

The features and benefits of the Just Shorn carpet overcome your customer’s objections on price.

Wool represents a best value. The inherent beauty and superior performance outweigh the higher initial costs, providing a beautiful carpet for a long period of time.

By selling wool carpet, you attract the customer who also buys hardwood, granite, stone, area rugs and window treatments.

Soft fibers continue to be the trend, and wool is the original soft fiber.

Natural Wool Abilities:

Water Repellant:

Although wool has great absorption capacity, wool is water resistant.
Due to the outer cell structure, liquid will initially form into droplets rather than soak into wool carpet. Accidental spills that are dealt with quickly are less likely to leave a stain.

Durability:

A wool fiber structure is coiled allowing flexibility and great strength. This enables the fiber to be stretched and compressed with the capability to revert back to its original shape.
A single strand of fiber may be bent up to 20,000 times before breaking. As a result, wool carpet is impressively durable and will stay in good condition for many years.

Comfort:

Wool is a highly effective insulator. It can cut heat loss by 13% and save energy costs.
Wool is an acoustical insulator resulting in less noise transfer between floors and within rooms.
Wool can help regulate the humidity in the room. Wool can remove up to 30% of its weight in moisture without feeling damp. It releases this back into the air in low humidity periods like the winter months when the heat is on.
In warmer drier conditions, the fiber releases the moisture, making it fell cooler.

Hypoallergenic:

Dust and pollen are initially trapped in the scales of the fiber of wool. Caught within the wool fibers, the dust will not easily become airborne and may be removed with regular vacuuming. This is a benefit for those who are affected by inhalation of these allergens.
Wool does not promote the growth of bacteria or dust mites.

Flame Retardant:

Wool has among the best indoor, natural fire safety performance of any floor covering, making it the carpet of choice for hotels, casinos and cruise ships.
Wool’s fire resistance is the result of its natural nitrogen content. This makes the natural fiber difficult to ignite.
Unlike synthetic fiber, natural wool does not melt when it burns. It crumbles in a layer of char, which helps to extinguish the fire.
Burning wool releases less smoke and toxic gas than synthetic fiber.

Magnified Fibers:

Rendering of wool fiber magnified / Rendering of soil and dirt attaching itself to the scales of the fiber

Wool’s unique fiber structure of overlapping scales traps dirt and soil on the surface making it easier to clean up spills.
This structure also traps moisture, making it easier to clean up spills.
The scaly fiber traps dust and allergens, keeping them from reaching the air and aggravating respiratory conditions.

Group Activity:

For each attribute present how you will communicate the features and benefits to your customer.

Attribute / Features Benefits
Water Repellency
Durability
Comfort
Hypoallergenic
Flame Retardant

The Brand Story

CCA Global Partners and a cooperative of New Zealand farmers have partnered to develop the Just Shorn brand.

This partnership was established to reintroduce premium wool carpet into the North American market.

New Zealand wool farmers have high standards for animal welfare and sustainable farming practices.

New Zealand wool has the reputation as premier wool for carpet and rugs. The climate produces stronger, thicker wool than anywhere else in the world.

Just Shorn carpet delivers an option for your customers who want natural, sustainable, and beautiful.

Just Shorn carpet provides warranties untouched in the industry.

Pick out the key words and phrases that you would use in your Just Shorn brand story:

Objections

As in selling any product there is always the risk of objections with your customers. Since there are some myths about wool, it is important to be prepared to overcome those objections.

Product objections can be associated with a customer’s lack of knowledge or information. Sometimes the customer does not have the correct-or enough-information.

Price objections are not about the price of the product but about how well you presented the value.

With this knowledge you have the ability to prepare yourself to overcome these objections. The way that you present the value to the customer is the important part of the process.

Step / Example
1. / Empathize / “This is a big decision. It’s smart to take your time…”
2. / Ask permission to re-engage / “Would you mind if I provide you with a little more information?...”
3. / Differentiate yourself with value-added information / “Here at Carpet One we pride ourselves on our certified installers who have been highly trained in the science and art of installation – of all surfaces. We want you to have complete peace of mind that the craftsmen we send into your home know how to assess and correct any issues that may go ignored by other companies. When you compare installation prices, please ask if their installers are certified and …”
4. / Close again / “If quality and attention to detail is something that’s important in the installation of your new carpet, then I’d love to set up an appointment to come out to your home – at no charge – to assess the site and take some measurements. Plus I’ll bring the samples out so we can take a look at them in your room.
Which evening is better for you, tonight or tomorrow?”

Overcoming Objections Activity:

Objection / What you will say to overcome the objection
“I’ve never heard of this brand. I have been looking at Karistan, they have been around for years.”
“That is more than I wanted to spend.”
“What makes Just Shorn better than other wool carpets?”
“I am worried, is wool really as durable as synthetic carpets?”
“Oh, I love this carpet. Let me talk to my husband/wife and I’ll get back to you.”
“I have heard that wool is hard to maintain, I want my carpet to look good for years.”

Selling Activity:

Now that you are an expert at wool and the Just Shorn brand utilize these skills to sell to the following customers.

A woman walks into your store, when you greet her she tells you she is looking for carpet and would like something different. You would say…

A business man walks into the store at noon. He heads right for the carpet section of the store. You would…

A designer you have worked with in the past has come in to look at carpeting for her clients. They are looking for carpet for their bedroom at their beach house. You would say…

A couple enters the store. The first thing they tell you is that they are looking for a green flooring product. You would say…

A couple and their two children have entered the store. In your questions to determine their needs you find out that the children have allergies and that they are wondering what flooring they should use in the living room. The children are always on the floor playing. You would say…

You have been speaking with an elderly couple. They are looking to replace the carpet in their den. In sitting at the design table, you have been able to determine that the room has a fireplace. You have also been told that they are looking for something that will be warm and comfortable. You would…

Ann and Tom Smith are returning customers of yours. They have purchased hardwood from you in the past. They are now in looking for carpet. You would…

Sell me this sample…

What will you do differently when selling Just Shorn?

What three take-aways will you apply immediately when selling Just Shorn?

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