If you’ve ever struggled to explain accidental damage protection to a hesitant customer, you’re not alone. Many sales associates fear sounding pushy or insincere when discussing add-ons like protection plans. But what if the key to closing more sales—and helping more customers—was to stop selling and start helping?
Sales expert Matt Gray offers a fresh approach in his guide, How to Sell Anything to Anyone, that’s especially relevant for flooring retailers selling protection plans. Let’s break it down using six powerful principles—and tailor them for your showroom floor.
- Lead with Curiosity
Instead of launching into a pitch, start by asking open-ended questions:
- “What kind of activity happens in this room?”
- “Do you have kids or pets at home?”
- “Have you had flooring damaged before?”
- “What do your current floors look like?”
These questions help you understand the customer’s lifestyle and concerns. When you lead with curiosity, customers open up—and you’re better positioned to show them how protection fits their specific needs.
- Clarify Their Challenges
Once they’ve shared some details, dig a little deeper:
- “What would happen if a stain or crack marred your floor’s appearance?”
- “How would it feel to replace this whole area out-of-pocket?”
These follow-up questions clarify the emotional and financial impact of accidental damage. They help customers recognize risks they may not have considered.
- Co-Create Their Ideal Outcome
Ask your customer to visualize success:
- “What’s the ultimate goal for this space?”
- “How do you want your floors to look in five years?”
This helps them picture their long-term investment—and how accidental damage protection ensures peace of mind. When they imagine living with pristine floors, they’re more likely to value the plan that keeps them that way.
- No Manipulation
Avoid high-pressure tactics like:
- “There are only 2 spots left!”
- “Price doubles tomorrow!”
These might work once—but they undermine trust. Instead, be honest and transparent:
“This plan is designed to protect your floors from real-life accidents—things like dropped pans, pet stains, or nail polish spills. It’s optional, but most families find it worth the peace of mind.”
Trust builds loyalty and long-term customer satisfaction.
- Contrast the Cost of Inaction vs. Investment
Help customers weigh the true cost of skipping protection:
- “If you accidentally crack a tile or gouge your new flooring, do you have a plan to repair or replace it?”
- “What would it cost to fix one damaged plank—or replace the whole room?”
Customers often fear change more than risk. By gently highlighting the downside of not protecting their purchase, you frame the protection plan as a smart, affordable safeguard.
- Present Your Solution as the Bridge
After exploring the customer’s goals and concerns, show how protection connects their current situation to their ideal outcome:
“Based on what you’ve shared, I think this plan would really help you feel confident about your investment—especially with the kids and the new puppy. Here’s exactly what it covers, and how it can save you stress down the road.”
Protection isn’t a product—it’s the bridge to long-term satisfaction.
Final Thoughts
Matt Gray’s philosophy is simple: stop selling, start helping. By being curious, empathetic, and honest, you’ll find it’s easier to talk about accidental damage protection—and more customers will thank you for offering it.
Want more ways to improve your flooring sales strategy?
Try these questions on your next shift and see what happens. You’re not selling a plan—you’re selling peace of mind.
