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WFCA Gold Standard: Virginia dealer credits teamwork, education, dedication to customers, community

First impression

This attention to quality and detail starts from the moment consumers walk into the 4,000 square foot showroom. Davis noted, the store is “designed for the customers’ enjoyment and it’s obvious [Duane and Cindy] take great pride in its appearance.”

“I believe in keeping our store neat and clean and clutter-free,” Cassis said. It’s important to keep the store organized and samples put in place. That goes a long way in making that first impression when people walk into the showroom.”

Being neat doesn’t mean having a sterile environment. “We also want our showroom to be attractive and comfortable,” he added, “so we display products in different areas of the showroom in an effort to create a scene that you may find in your home.”

For example, one area is set with an eclectic dining table and wicker chairs on a leather area rug set into a cork floor. “We receive so many compliments on our showroom’s appearance” Cassis explained, “it really motivates us to constantly try to improve it. Next time they come in, we want to ‘wow’ them again.”

One other aspect to the store that not only makes it a comforting experience for customers but adds to its professional and caring philosophy is the dedicated 10 x 12-foot children’s area. “It’s in a pretty centralized area so parents can walk around and shop but still keep an eye on the kids,” Cassis noted. The inviting space offers coloring sheets, crayons and a looping video showing how carpet can be recycled to help keep the little ones entertained. “Both the kids and parents love it.”