Flooring 401 is all about understanding who our customers are. Because once we know who’s in front of us, the questions change and so do our answers.

Pull up a chair and join the conversation.

In Flooring Foundations 401, Victor sits down with Mike, Casey, and Woody for a series of conversations with five very different customers—Patty the Planner, Project Pete, Careful Chris, Dana the Designer, and Green Jean Grace.

Together, they’ll explore how each customer approaches buying flooring, what motivates their decisions, the questions they ask, and what matters most to them throughout the buying process.

Along the way, you’ll discover that customers aren’t looking for the same floor—they’re looking for different outcomes. The better we understand what each person values, the more confidently we can recommend products that truly fit their needs.

Because once you understand your customer… choosing the right floor becomes much easier.

Welcome to the Round Table.

Flooring 401.1

Understanding who Patty the Planner is.

Patty is thoughtful, organized, and values making the right decision the first time. She arrives prepared, researches extensively, and expects her salesperson to be just as knowledgeable. In this conversation you'll learn how planners build confidence, what questions they ask, and why trust matters more than speed.

Flooring 401.2

Understanding who Project Pete is.

Project Pete enjoys tackling projects himself and takes pride in learning every step of the process. He asks practical questions and wants to understand the reasoning behind every recommendation. In this conversation you'll learn how to guide DIY customers with the technical knowledge and confidence they value most.

Flooring 401.3

Understanding who Careful Chris is.

Careful Chris believes the best value isn't always the lowest price. He compares products, asks thoughtful questions, and wants confidence that he's making the right investment. In this conversation you'll learn how to earn his trust by demonstrating value, explaining trade-offs, and recommending solutions that truly fit his needs.

Designer Dana believes every great room begins with the floor. She values timeless design, asks purposeful questions, and looks for recommendations that support her overall vision. In this conversation you'll learn how to guide design-focused customers by understanding their style and helping them create a home they'll love for years to come.

Green Jean Grace believes every purchase leaves a lasting impact. She looks beyond appearance and price, asking how products are made, where they come from, and how they'll perform over time. Today you'll learn how to guide environmentally conscious customers by connecting sustainability with quality, health, and long-term value.

Understanding in Action

After learning about our customers we put that knowledge into action with real world scenarios. RSAs interacting with customers, listening to what they say and working towards setting measurement appointments. All the while being coached up by Mike, Casey or Woody.

Patty and Pete approach flooring from two very different perspectives. Watch how our RSA uncovers what matters most to each customer, asks the right questions, and earns the opportunity for a site inspection by focusing on people before products.

Chris wants confidence before making a decision. Watch how our RSA builds trust by discussing value, explaining trade-offs, and recommending solutions that fit Chris's priorities instead of simply competing on price.

Dana and Grace have different priorities, but both expect knowledgeable guidance. Watch how our RSA adapts the conversation, connects recommendations to what each customer values most, and creates confidence through understanding instead of assumptions.