Stu VanderWerp

Pricing, product better than big box at Rockford Floor

October 29, 2009 // 0 Comments

“You won’t come in my store to see what is on sale and get a great deal. You will come into my store and find what you want and get a great price,” Randy VanderWerp, owner of Rockford Floor Covering described his philosophy of pricing. “We don’t hold sales and we never mark up prices, to mark them down in front of our customers. We have always, consistently kept our pricing low, so I guess you could say that everything is always on sale, if that’s the way you want to view it,” stated VanderWerp. The volume of Rockford Floor Covering’s sales is what allows him to negotiate for the best pricing, said VanderWerp. “That definitely gives us an edge, to pass that savings on to our customers. The other thing is that we don’t play games with our pricing—no “razzle-dazzle”—no “you get this for free,” or “only $99 labor” on a job you know will realistically cost more. That one really gets me. Most people are very aware that workers need to be paid a certain level, so if someone is not charging you for their labor, they must get that money somewhere else,” said VanderWerp. There are a lot of games Rockford Floor Covering refuses to play with its customers—games to make it sound like customers are getting a better deal. “It sounds better if you sell carpet for $1 a foot than $9 a yard. If I tell you a carpet is $2 per (square) foot, you are more apt to like that pricing rather than the $18 per (square) yard. It’s human nature,” according to VanderWerp. “We recommend that people get complete estimates, listing costs for each individual item, and have more than one person measure the space. They stick to the formula that has worked for them since the store first opened in 1981; having a great selection, having knowledgeable salespeople who can help customers choose the type of products that will perform the way the customer needs, having consistently low pricing, offering great service, and continuing to be there after the sale is over. Rockford Floor services a vast array of customers, including remodelers and builders from all over the state of Michigan. A testimonial from a sales representative […]