Gary Micelli, president of S&G Carpet, understands the value of being proactive. When consumers walk into one of his California stores looking for hardwood flooring, he knows from experience that they have done some research on the category and have many options from which to choose. But that doesn't mean they understand the dynamics of wood flooring, or the changes that can occur when exposed to different environments. That is where effective sales training is crucial. "Color is pretty much the most important issue when it comes to hardwood," Micelli said. "We have to head )ff claims at the pass, and we're able to head off 90 percent of the claims by being out front and educating the consumer."
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