your stair sales

they're only adding $200 to $600 to the job, but getting a much nicer look."

In addition, selling the job not the pieces is less price sensitive. David Wynne, v.p. of sales and marketing, Coffman Stairs, LLC, Marion, Va., says, "The difference between a commodity stair system and a f'ew levels of upsell is only $200 or $300. For something that's a fbcal point in any home, that's typically easy to swallow."

So why do so many builders and homeowners stick with basic, bottom-of-the-line components'? Manufacturers usually point to, according to Wynne, "the unwillingness of people at the retail level to upsell. If a builder comes in and says he wants standard stair parts, they'll price that out, and that's that. That's why we provide counter cards: to encourage people to ask questions. Outside salespeople seem to do a little better job."

Coffman Stairs occasionally runs promotions, offering perks such as LL Bean gift certificates to dealers for selling upgrades. "We usually upsell a lot of products during our promotions," Wynne says. "But, best of all, the salespeople see that upselling wasn't all that difficult, and hopefully that will stick."

"Selling high-end is the biggest problem we face," agrees Coffman's Scott Hampton. "It's always easy to sell the standard, the commodity. lt's human nature. We have to convince dealers to show the options, just to make sure

Over-the-Post vs. Post

There are two main styles of stairways: the customer is at least aware of what's available."

Over-the-posf features a continuous handrail that tops the newels and balustrade throughout the stairway. In order for the rail to flow gracefully in over-the-post installations, it is necessary to use special curved pieces called fittings at points where the balustrade system changes heights.

Post-to-post utilizes finial-topped newels that intersect the handrail at intervals. The rail is cut and fitted between the newel posts. In general, post-to-post systems are higher end than over-the-post systems.

The best way to sell stair systems is not with words, but with pictures. "You're often dealing with someone who doesn't know the terminology," Hampton explains. "Just show them a picture."

Typically, manufacturers' literature highlights their top lines. L.J. Smith's primary selling tool is a glossy brochure featuring nine photographs of the same stair system, each with increasingly higher-end addons. The first stairway uses basic parts, the second is slightly upgraded with decorative brackets, the third has even more tweaks, and so on.

The list price of the upgraded stairway in the basic stairway: $764.30. The second photo lists for $887.00, a

Balusters The vertical posts which support the railing ofa staircase. "Balustrade" refers to the baluster and rail system.

Cove Moulding A decorative strip which, when attached to the underside of the tread nosing, covers the joint between the tread and riser.

Fillet Strips which fill the plow between balusters on plowed handrail and shoerail.

Fittings The stair parts used to form a smooth transition when the handrail changes height or direction. For example, starting a balustrade (volute, turnout, starting easing), at a landing (gooseneck), and at a balcony.

Handrails The horizontal or rake member of a balustrade system. It sits on top of the balusters and is supported by newel posts.

Newels The major support posts for the balustrade system. Larger and heavier than the balusters, newels are located at the bottom and top of a staircase and at turns and critical support areas of balcony rails.

Nosing The portion of a tread or landing tread that protrudes beyond the face of the riser.

Rske The slope or angle of the staircase. Also referred to as rake angle.

Ris*rs The vertical components of a stair which support the treads.

Shoerail A piece running along the floor which is plowed fbr the insertion of balusters and fillets.

Staring Steps The first tread and riser at the bottom of the staircase.

Treads The hnrizontal portion of the staircase that is walked upon.

- Crown Heritage

16%o increase. By the fifth photo, the list price has risen 1987o. That means the profit on the sale also should increase by 1987o-at least. "lf nothing else, the dealer's profit margin should remain the same, although typically you can make an even larger margin on upgrades," says Dan Moore, v.p. of sales and marketing.

The brochure also illustrates how easy it is to substitute upgraded products. "The takeoff doesn't change in terms of quantities," Moore explains. "lt doesn't take any more time and it's not any more difficult. You just enter a different part number."

Similarly, manufacturers' wall displays and floor-standing merchandisers generally showcase upper-end products. One L.J. Smith wall display features a 5-ll2-foot-long handrail with different balusters. The most generic baluster is positioned on the far left, with each baluster to the right increasingly more expensive. "In training sessions, I tell salespeople to walk up to (the shopper's) left side and hip check 'em to their right," Moore jokes. "The crux of this display is it's hands-on. You can touch it, feel it. A housewife can say, 'I don't like this one because I'd have a tough time dusting it."'

Convinced that homeowners need to see the difference, Crown Heritage is going through the painstaking task of creating a voluminous, high resolution Wish Book on the Internet.

Selling tools for stair parts all have the same mission: if homeowners and builders see it. dealers and distributors will sell it.