Estimating is such an essential part of flooring retail that the quality of your estimator(s) can make or break your business. There are technologies available to make price calculations easier once the measuring has been done, but estimating is be far more than just working out prices and cutting plans, and even the best IT system needs human input before it can do anything.
Welcome to a new series of articles in which we will look at all the aspects of estimating in a way that will help those new to the role and will have helpful hints for even the most experienced. Estimating is an art, not a science, and different companies work in different ways, so we’ll take this into account as we go. And I have no doubt some of the things we cover will evoke at least a little controversy with those who do things a different way!
If you had to sum up the role of an estimator in one sentence, what would you say? ‘Measuring’ sounds easy, but when and why might you need more than just a length and width? How do you measure awkward angles and odd-shaped rooms? How do you price roll products and prepare cutting plans so the fitters can have the cut pieces ready before they leave the shop? What about tiles, underlays, adhesives and other products that are not sold as cut lengths? And how do you check the suitability of the customer’s floor and price up any preparation work that needs to be done so that the job goes well and your business profits from the ‘add-ons’ rather than having problems or extra charges at the time of fitting.
A good estimator will take accurate measurements and will also assess the subfloor. The estimator will check that the product is suitable for the customer’s needs and will meet their expectations. They’ll know what preparation work and materials will be needed and will price up the job accurately so that the job is profitable. This should make the quote competitive and give the customer confidence.
A good estimator will be aware that they represent their company and so will deal with every customer professionally, from their appearance through to the way they deal with questions and offer advice. They will create a great impression through their professionalism and confidence.
A good estimator will be focussed on the business needs as well as those of the customer, so will work with the salespeople and fitters to ensure the whole sales process from enquiry to installation goes smoothly by communicating well and ensuring that plans, prices and instructions are clear to all.
Carrying out home visits is expensive and it can be frustrating when estimates are not converted into orders. Some companies try as much as possible to price from customer’s own measurements so they don’t have to send someone out, or an estimator works too quickly and covers themselves by over-ordering materials. Both can lead to costly mistakes, and it only takes one problem to wipe out the profit from a dozen other jobs. Having an estimator who gets things right and creates a good impression with every customer is the best way to improve conversion rates and get the payback that results from satisfied customers.
Next month we’ll begin to get practical. See you then.
By Richard Renouf, Independent Flooring Consultant
Richard Renouf is an experienced customer service and flooring consultant and expert witness. He can be contacted via The Stocklists’ editor – lauren.mccarthy@kick-startpublishing.co.uk – and your questions may even find their way into future articles to help others dealing with similar situations. Please note that this article is not intended to be, or to be a substitute for, legal advice.