Use samples to sell alternative decking

|ftnaorrloNAl-l-y. usaLr,ns have I been the first stop for consumers looking to upgrade outdoor living areas. This was the place to view displays, consider various options, and get small decking samples to take home.

Another option was to call a contractor, who visited the consumer's house with sample kits from one or more manufacturers. Once choices were made, an order was placed to a dealer. If extra supplies or accessories were needed, the dealer was called again.

Today, many consumers conduct initial research online, before visiting a dealer or contacting a contractor. Because of this trend, many decking manufacturers now offer samples through their website-free or at a nominal cost.

Fiberon has taken things a step further, by launching an own online shopping store that offers more than just samples.

"We want customers who prefer the ease of shopping from home to obtain items they want, and contractors an efficient way of obtaining needed items to complete installations," says Doug Mancosh, president of Fiberon, New London, N.C. "Our new site is one more resource we can provide customers to offer convenience in ordering products they need."

Through the online store, deck samples measuring 12"x12" can be ordered for $5.00 each. Contractors can choose from a full range of fasteners, in 90 and 900 count containers, as well as an installation tool and a proprietary deck cleaner. Railing components such as balusters, caps and skirts are also available online, along with matching hardware.

"We started the online store for samples and service/replacement items," explains Edie Kello Wilson, director of marketing communications at Fiberon. "Dealers told us that most of these small items are better handled online, rather than having to special order with minimum order requirements. higher costs, freight, and the time to get small quantities."

Enduris, Jacksonville, Fl., provides fiee 3" samples of its Endeck boards to contractors and consumers. Longer, individual pieces are also available, upon request. Depending on their sales volume, dealers and distributors are eligible for free sample packs for counter display, counter displays, banners, and fieestanding deck and railing displays.

The company's sample kit for contractors has made sales calls to higher-end properties easier. "Contractors expect samples and will lean toward the manufacturer that provides their needs," says sales and marketing manager Rick Wearne. "The contractor is where you will lose business if their needs are not met."

He adds, "Our products look real good and do well in ads and brochures, but they tend to shine when we can get the actual product in prospects' hands. It is our intent to take the worry, cost, and complications out of the sample requests procedures-so the distribution chain will associ- ate this with ease in receiving product on an ongoing basis."

Integrity Composites, Biddeford, Me., offers online ordering to both consumers and dealers/distributors. Sales manager Jim Poulin believes it is important to off'er samples so customers can see and feel the actual products, instead of just viewing a beauty shot online or in a print ad.

"Anyone can fill out a sample request form on our website and receive free individual samples, with no charge for shipping," he says. "Our distributors order samples and displays through us as well. We offer mixed color cases of decking and railing samples to them for free."

TAMKO, Joplin, Mo., provides a variety of sample offerings to fit the needs of dealers and distributors. Individual product samples, boards, and dealer packs are offered at no charge. Racks and displays are available for co-op. The company also offers a display deck program in which dealers and distributors can purchase supplies for the deck at a discounted price, with TAMKO providing design specs free of charge.

"Most samples are mailed directly to the dealers and distributors, which in turn distribute them to the homeowner," says Alex Hines, corporate director of marketing. "Homeowners can call directly and obtain a sample straight fiom the manufacturer, but those situations are limited."

He believes that samples allow consumers to feel confldent in the product they are choosing. "Most homeowners will not make a decision based solely on a printed piece," he says. "If you can't show a product, you can't sell it. This makes the product easier to sell."

Kleer Lumber, Westfield, Ma., provides free samples to its dealers and distributors. The company also offers "individual samples directly to consumers who request them through our website or at shows," says Jack Delaney, senior vice president of sales and marketing. "We will ship samples directly from our plant to consumers or dealers, or our distributors can provide samples."

NyloBoard, Covington, Ga., is formally re-launching its NyloDeck brand this fall. A major part of the effort is developing a dealer network and dealer displays. In the meantime, the company has been offering free 4"x6" samples at no charge to consumers. Longer length samples of 3 to 4 ft. are offered for a nominal cost.

"Since we are active on social media channels and online, we do get numerous requests directly from consumers," explains Craig Jacks, vice president of sales and marketing. "As we put our national dealer network in place, we'll direct consumers to them."

AERT, Springfield, Ar., offers free samples of its MoistureShield decking through its website. The company also provides kits and displays to dealers and distributors, as well as sample kits for contractors.

"We constantly receive good feedback about our displays and samples from our dealers and distributors," says Brent Gwatney, vice president of sales and marketing. "Displays within and outside the stores offer an easy conversation starter and attention getter, and individual samples provide a look and feel for customers that will increase the chances of makine a sale."