From the CEO’s Desk
We don’t need to tell you what the market feels like right now because you’re out there every day. You hear the questions, see the hesitation, and feel the pressure to make the right recommendations.
What I want you to know is this: we see it too.
And we’re building with that, and you, in mind.
We’re focused on simplifying how you talk about product. Making the dealer portal easier to navigate. Creating resources your team can use, whether they’ve been in the industry for 10 weeks or 10 years.
Because if we can make your job just a little easier, more confident, more supported, and more efficient, we know that makes a real difference.
And if there’s a gap we haven’t filled yet, tell us. We want to hear it.
Send your thoughts to newsletter@southwindfloors.com.
— Drew
New Introductions for 2025:
The Southwind New Product Catalog
Inspire dreams. Close with confidence.
Download our most recent catalog with all the newest Southwind offerings, including Inspiration Plank HD and Sweet Home SPC collections made with our Intellicore formulation. Intellicore is Southwind’s new and improved core that is 100% virgin composition, lighter, and waterproof for easier and more reliable installation.
Whether you’re quoting a full home or walking through options in the showroom, this catalog makes it easier to turn “just looking” into “let’s do this.”
Download the digital version now, and be ready when customers ask, “Can I see more?”
The Dealer Edge: Close with Confidence
This month’s tip comes straight from a Southwind dealer who’s used this exact approach to drive quicker, more personal closes. This isn’t theory—it’s field-tested.
“Instead of opening with specs, I ask, ‘What’s one change you’d make in this space?’ It flips the conversation into something personal and often leads to a quicker close.”
We’ve broken it into four easy steps for your team to use today!
By showing a little curiosity and confidence, you will close more and stress less.
Have a selling tactic that works for you? Send it to us at newsletter@southwindfloors.com and be featured in a future Dealer Edge.
Here’s your quick 4-step script template:
1. Start with curiosity
Ask: “What’s the one thing you wish this room did better?”
2. Share a quick story
Example: “A customer just installed Summit in their entryway, and it held up perfectly through the holiday rush.”
3. Show the impact
“One pallet covers about 800 square feet. That’s a full transformation, all in a single day.”
4. Make it real
Use Roomvo to visualize their space, then send a personalized quote within 24 hours.
By showing a little curiosity and confidence, you will close more and stress less.
Have a selling tactic that works for you? Send it to us at newsletter@southwindfloors.com and be featured in a future Dealer Edge.
Dealer Project Highlight:
Back-to-School with Bare’s Flooring
How Southwind Carpet Tile turned a tight install into a standout result
When Bare’s Flooring took on the Edwards County School hallway remodel, they needed something that could install quickly, hold up under traffic, and give the space a modern refresh. Southwind Carpet Tile delivered.
- Clean, bold visuals that modernized the space
- Install-friendly tile that made layout and prep easier
- Performance that gives school administrators long-term peace of mind
“This carpet tile came from Southwind Floors. Prior to installation, our installers invested two days in floor prep, including grinding and patching. The school handled demo, which helped us move faster. The actual installation only took one afternoon, and the result speaks for itself.”
– Bare’s Flooring
The install team prepped the floor in two days and installed our carpet tile in just one afternoon, saving time and delivering a result everyone was proud of. Big thanks to the Bare’s team for sharing this real-world win.
Use their success as inspiration, and if you’ve got a great Southwind install story, we’d love to feature it. Send yours to newsletter@southwindfloors.com.
Spill the Tea: Laminate Built for Real Life
Make waterproof laminate a no-brainer for your next walk-in
Homeowners don’t walk into your store asking about abrasion coefficients. They ask,
- “Will this hold up to my kids?”
- “What if the dog has an accident?”
- “Can I spill something and not regret it?”
Southwind’s Resurge and Revive Waterproof Laminate collections answer those questions before they’re even asked, with textures that sell themselves and waterproof performance that puts shoppers at ease.
Now, we’re giving you a bold way to start that conversation with confidence:
Let this ad do the talking.
Print it. Post it. Place it by your display. Let customers see how these floors handle the real-life messes they’re already thinking about.
Why this matters to you:
When homeowners picture their lives on that floor—they buy
Download the ad file in the dealer portal and put it to work in your showroom today.
Not sure how? Contact your Southwind rep and we’ll help.
Recently featured in Floor Covering News and Floor Covering Weekly.
Explore both collections in the dealer portal
Behind the Scenes: Support That Shows Up
Meet Jim Davis, Senior Technical Service Analyst
If you’ve ever had a tough question during an install and didn’t know who to call… Jim’s your guy.
With decades of hands-on experience, Jim started as an installer and still thinks like one. When a Southwind dealer recently ran into a crooked subfloor in a 100-year-old building, Jim didn’t just reply with a spec sheet. He mapped out the repair, walked them through it, and stayed on call until the job was done.
He’s calm. He’s clear. And he doesn’t quit when the job gets complicated.
Why this matters to you:
You’re not alone on the job site. Whether it’s prep advice, moisture concerns, or how to get the best performance from our product, you’ve got real support in your corner, and Jim’s often the one picking up the phone.
Need help on a jobsite or in the planning stage?
Email us at technical@southwindfloors.com and get answers from someone who’s been there.
Oh… and on weekends? You’ll often find Jim back at his old high school, teaching students about flooring, craftsmanship, career paths, and what it means to take pride in your work. That’s the kind of care he brings to everything he does, and it’s a big part of why Southwind service feels different.
Southwind support isn’t automated. It’s human. And it’s built to help you finish strong.
The Final Word
Thanks for reading the August issue of The Southwind Social. Whether it gave you a new idea, a better tool, or just a quick moment of connection, we’re glad you’re here.
“Have something worth sharing—from the field, from the floor, or from your front desk? We’re always listening.” Email us anytime at newsletter@southwindfloors.com
Thanks for being part of the Southwind family. We’re proud to support your success, and we’re here for the long haul.
Until next time,
Happy Selling
— The Southwind Team