P.J. Stevens talks about starting carpet business

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October 18, 2008

By SHAWN PIATEK The Tribune-Democrat Sat Oct 18, 2008, 10:19 PM EDT

Determining what P.J. Stevens is most known for is no easy task.

As president commissioner of Cambria County, Stevens meets with thousands throughout the county each year, whether it’s performing his duties as a civil servant or out on the campaign trail.

Others know him as the “1-800-BEST RUG’’ guy; the one who came up with that infectious jingle that at times won’t vacate the mind. He may have even personally laid the carpet in your living room – if it’s old enough.

Stevens founded his flooring specialty business, now known as Carrolltown-based Stevens Carpet One, in 1977 on $2,400 of borrowed money and the desire to not work for someone else. It ended about a decade spent working in automobile sales.

“I was actually doing pretty well at what I was doing, but I wasn’t fulfilled by the work,” Stevens said.

“I sort of knew that I wanted to have my own business; that I wanted more.”

Stevens recounted his experiences to a gathering of about 30 students and other interested attendees last week at Pitt-Johnstown’s Blackington Hall. His talk was part of the Upstarts and Innovators series, sponsored by Johnstown Area Regional Industries, the Greater Johnstown Keystone Innovation Zone and The Tribune-Democrat.

Stevens said the first few years after he established the business, every week was a struggle. The company was a far cry from the five stores and 40 employees it now includes.

In the early years it was just he and his wife, Bunny, as well as his brother, John. During those years, a sunporch and later a garage served as the flooring products showroom and a bad week meant jumbo bologna would be the Sunday meal.

“Those first five years, when it was just Bunny, John and me, it was all about sales and delivery,” Stevens said.

“It wasn’t until we built the store that we first started to look at ways we could educate the customers and drive them into our store.”

Stevens wasn’t afraid to try any marketing or sales technique at least once.

One time when a customer asked if a certain line of carpet was carried by others in the region, Stevens told the customer, “Any reputable flooring dealer will carry that product,” knowing he was the only one in the region to stock it.

He avoided words like “exclusive” because it made people think the product would be too expensive.

He also bought a van and used it as a mobile showroom so customers wouldn’t have to drive to Carrolltown to look at the product. The concept is still in use today.

And what about advertising during the Super Bowl? Stevens did that, too, only it was limited to the local affiliate and cost the company about $3,500 – still a major expense at the time.

Stevens also believes he made another strong business move when he chose to run for political office and handed the business off to his sons, P.J. and Sam.

“At times, I miss the daily challenge,” Stevens said. “But I really do believe that I took it as far as I could and the challenge no longer was what it once was.

“When the boys decided they wanted to get involved, I knew it was the right time. I have seen so many second-generation businesses that fail because Dad won’t get out of the way.

“They’ve brought their own vision and a new energy that has been important to the company’s long-term health and well being.”

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