Go Flooring’s Blueprint for Success with CEO

In the dynamic world of home improvement and interior design, flooring plays a pivotal role in transforming spaces. Our interview today brings insights from an industry leader, Kenny Klinger, CEO of Go Flooring. With a vision to revolutionize the flooring industry, Kenny has led his company to become a significant player in the market. Go Flooring distinguishes itself by offering a wide range of flooring options, from hardwood to luxury vinyl, and by bringing the showroom directly to the customer’s home.

In this interview, we explore the origins of Go Flooring, the thought process behind the brand’s name, and the unique challenges faced in funding and establishing the business. Kenny shares his insights on differentiating products in a competitive market, the daily life of an entrepreneur, and strategies for sourcing materials and building customer trust. As we navigate through his experiences, we gain valuable lessons not just about the flooring industry but also about the nuances of running a successful business.

Origin Story

SBS – Can you share the story of how your business journey began? What inspired you to start it?

Kenny – My wife and I had a personal challenge with getting flooring completed in our own home, and we saw a need in the market. With the tremendous rise in home improvements that began during the pandemic and has continued, our executive and investor team began to take a close look at the flooring industry, and — based on our various backgrounds in leading and growing businesses using our sales, operations, and marketing expertise — it seemed like a perfect marriage. Realizing that flooring selection is most often the first decision homeowners, designers, and builders make in their design planning, we decided to launch Go Flooring in October of 2022.

Brand Naming

SBS – Choosing the right name for a business is crucial. How did you come up with the name for your brand, and what significance does it hold?

Kenny – Go Flooring makes everyone smile because it is a positive cheer! We are all sports fans, and having our company operations in NC, SC, and GA, where we have some of the greatest college teams in the country, we are always cheering and rooting for them, so why not do it for our customers too? It was important to us to have a company name that required no explanation, and the name “Go Flooring” does just that. It is clear who we are, what we do, and how we can help!

Funding the Start

SBS – Starting a business often requires capital. How did you fund your business initially, and did you explore any unique financing options?

Kenny – We bootstrapped using capital secured by our own team. By being self-funded and sharing the same sensibilities on business development and strategic growth, we can be as agile as required. By being our own bosses, our customers win because we can pivot quickly to shift priorities as customer trends evolve and manufacturers introduce new products.

Market Differentiation

SBS – How do you differentiate your products/services in your market?

Kenny – By providing superior and customized customer service in both product selection and purchasing options. We make it easy for customers to choose flooring materials. If they aren’t located near our fully stocked showroom, we come to their homes with sample books and our visual app technology. This allows customers to see what the different flooring options will look like in one or all the rooms in their homes prior to installation.

Since we provide at-home service, customers can make flooring selections with one of our professionals from their own living rooms! Just as importantly, we provide flexible financing for eligible customers presenting payment options and plan comparisons to help them with their purchase.

A Day in the Life

SBS – As an entrepreneur, what does a typical day look like for you?

Kenny – We begin with a team meeting, where we gather with key executives and department heads to review the company’s performance metrics, discuss strategic initiatives, and address any pressing issues. It’s during these meetings that the leadership team underscores the importance of a high level of customer service for our clients while fostering a positive corporate culture. Emphasizing core values such as transparency, collaboration, and innovation ensures that every member of the team understands their role in upholding the company’s standards.

The rest of the day will involve discussions with suppliers and partners, learning about new products, reviewing goals and internal team collaborations, and, of course, we always make time to celebrate big wins! 

Material Selection

SBS – Can you share some insights into how you select and source the flooring materials you offer and what factors influence your product selection process?

Kenny – By being a preferred dealer working with the top three flooring manufacturers in the country, we are constantly in front of their new products, which they are adding based on their market research. We will then match that to our market research and pair up colors, styles, and materials we know are top sellers statewide, regionally, and nationally.

By staying ahead of the latest trends, we can anticipate consumer demand and be prepared with inventories that will be the trendiest at the best value for the customer. From the longest lasting to the most scratch and water-resistant to the best warranties, we want to be sure our customers have a wide selection across all aspects of the purchase. We consider their needs in terms of the expected wear and tear, aesthetics for existing décor, and acoustics based on the day-to-day activities of the household.

Building Trust

SBS – How did you establish trust and credibility with your customers, and what strategies have worked well for your brand’s reputation?

Kenny – By having well-trained and knowledgeable workers at every touchpoint, from the showroom to the stockroom to the installation. That begins by educating everyone on the team so they will excel at representing our brand at our headquarters and when they bring the showroom to the customers in their homes. And that is the biggest differentiator for our company. Nearly every business requires the customers to come to them, but at Go Flooring, we come to you! This requires having a workforce that is skilled in product knowledge while possessing keen customer service skills.

Customers set up appointments, and our reps meet with customers with sample books and visual technology so they can actually see what their flooring choices will look like in the different rooms of their homes based on photos we take and download while we are there!

From the beginning, we communicate with customers so they fully understand what to expect, from ordering to installing to financing to processing manufacturer warranties. Explaining the experience and staying with our customers every step of the way is the real key to customer confidence and brand trust.

Industry Trends

SBS – How do you stay updated on industry trends and ensure that your product offerings remain relevant and attractive to customers? 

Kenny – We do our own market research by reading what interior designers are saying and what our customers are asking. We stay in close contact with factory reps and attend industry shows to see new product releases firsthand. By keeping our inventory relevant and making sure we are aware and educated on new technologies, new styles, new colors, and new patterns — we are a meaningful and valuable partner to our customers when they make their flooring selections.

Customer Satisfaction

SBS – Could you describe your approach to ensuring that customers are delighted with both the products and installation services you provide? 

Kenny – From the beginning, we explain the totality of the experience and what they can expect every step of the way! We want customers to be thrilled by their new flooring choice, but we also want them to be thrilled by their company choice, and that can only happen if the business process is as wonderful as the product. We never think of ourselves as “selling” but rather “assisting customers in buying” because Go Flooring wants to be a customer partner rather than a vendor.

So unlike some companies that have a “sell it, install it, forget it” attitude, our business model includes being part of the community, which means we are there for the entire customer journey and beyond. We’re going to facilitate any post-installation needs because our commitment is to never leave our customers out in the cold or on their own to try to get something done. Our customers know this, and that is why we are proud of our repeat and referral business, which is growing as we enter our second year!

Eco-Friendly Practices

SBS – Can you discuss any eco-friendly or sustainable practices that Go Flooring employs, both in product choices and installation processes?  

Kenny – There’s a movement inside of the flooring industry toward sustainability. Many manufacturers are bringing out flooring that is PVC-free and made with recycled content. They are beautiful and eco-friendly, and we offer many choices to our customers.  

Marketing Success

SBS – What marketing strategies or tactics have been most effective for promoting Go Flooring and reaching your target audience?

Kenny – For December 2023 and January 2024, to celebrate our first-year anniversary, we are offering a fantastic deal to our customers!  Every customer will get free furniture removal and free installation, and we have a finance plan of no payments and no interest until 2025 for eligible customers. This is a huge savings because furniture removal and installation costs could double or triple the cost of the flooring purchase, and we are not charging for that at all during the 2-month promotion! After this promotion concludes, we plan to continue offering various rebate programs to benefit customers, so stay tuned!

Hiring the Best

SBS – What qualities do you look for when hiring employees or contractors for your installation services? 

Kenny – Everyone on our team has a seriousness of purpose toward performance across all aspects, from maintaining high standards in their work to courteous customer interactions to the promptness and attention to detail, whether they are sales, design, frontline, warehouse, or installation. We also encourage our workforce to stay curious and excited about the industry and be proactive in learning new trends and new technologies that will make a difference in the customer experience.

Future Visions

SBS – Can you share any plans or strategies you have in place for the future growth and expansion of Go Flooring, whether it’s new product lines, locations, or services?

Kenny – Right now, we are one of the fastest-growing flooring companies in the Southeast, with locations in NC, SC, and GA, and in early 2024, we will be opening a new location in Tennessee! We plan to continue expanding by opening new Go Flooring locations every quarter. We are very excited to be a job creator in new cities and become a trusted brand in these communities.

Advice for Aspiring Entrepreneurs

SBS – Any advice for future entrepreneurs who want to start a flooring business? 

Kenny – Educate yourself and educate your workforce! Not only do you need to know everything there is to know about the manufacturer process, the products in your showroom, the inventory in your warehouse, and the operational and installation procedures, but also every potential challenge your customers might experience. Be prepared to share it all with them so they aren’t surprised by what they didn’t know because you didn’t know. Learn all that you can, and good luck!