Retailer's Guide To Greater Profitability by Premier Flooring Retailer Magazine

A SPE CI AL PRESE NTAT I ON OF WF CA & FABUL OUS F L OOR S M AGAZI NE

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AWESOME HAPPENS AWESOME HAPPENS

IN ON AT WITH EPIC® Plus

Cut-A-Rug™

EPIC® Plus

Cut-A-Rug™

Floorvana™ Floorté

LifeGuard

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Floorté

LifeGuard

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Floorvana™

SHAW FLOORS SHAW FLOORS Shaw Floors has made an intentional commitment to be the industry’s premier total flooring solutions provider and brand across Shaw Floors has made an intentional commitment toof bechoice the industry’s every category. We pledge to you, our valued retail partners, premier total flooring solutions provider and brand of choice across that we category. will continue earningto your business andretail trust partners, every day. every We pledge you, our valued that we will continue earning your business and trust every day. Carpet | Tile & Stone | Hardwood | Laminate | Resilient | shawfloors.com Carpet | Tile & Stone | Hardwood | Laminate | Resilient | shawfloors.com

STREAMLINE ORDER PROCESSING TO YOUR SUPPLIER Across our industry over 750,000 orders are manually sent to distributors and manufacturers every month. History has shown that every time there is a handoff, which is when an order is either called in, faxed, emailed, or re-keyed from a dealer’s system to a manufacturer web page, there is an error rate between 1-2%, no matter how diligent everyone is in checking and rechecking the order. That means 10,000 or more incorrect orders every month make it through the system. Fortunately, these are preventable.

ELIMINATE THE HANDOFF That’s where B2B kicks in. Transmitting an order electronically, straight from your system to the supplier, completely eliminates that extra handoff. That means lower costs for the dealer, less claims, more reliable installation dates, and most importantly, happier customers! So you want to get started but don’t know what your first step should be? The WFCA is here to help! Drop an email to Phil Zolan at pzolan@ wfca.org and we’ll talk through the process and get you started!

n behalf of the WFCA and Fabulous Floors Magazine, I want to welcome you to the Fall 2016 Retailer Profitability Guide. The fact that you are holding this publication in itself separates you from your competition. It shows that you are part of a select group of individuals and businesses in the floor covering industry that are determined to continue to improve in knowledge, service, and selection. You are also part of an elite group that chooses to invest for tomorrow through your business and your people. Over the last 10 years we have seen dramatic reductions in the number of Professional Flooring Dealers who remain. Those numbers will continue to decrease, but I am convinced the strong will not only survive...they will thrive. Those who focus toward success are the target audience that we at the WFCA seek to impact and with whom we choose to partner. Our purpose statement says it all, “We exist to ensure the success and profitability of the professional flooring dealer and to represent their common interest.” The WFCA’s involvement in this publication is a foreshadowing of our partnership with Fabulous Floors; a partnership that will continue through our publication -PFR, Premier Flooring Retailer. United together, we will continue to provide you the best content available focused solely on the long term success of professional flooring dealers. We look forward to being a vital part of your success through this guide and through our future together. Here’s to your success!

Scott Humphrey Scott Humphrey CEO, WFCA

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A SPECIAL PRESENTATION OF FABULOUS FLOORS FALL 2016

HOW SOCIAL MEDIA CAN MAKE OR BREAK YOUR BUSINESS Customers are very influenced by what they see and hear online, so be careful.

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KNOW YOUR CARPET Carpet keeps floors warm, prevents slipping and is also a sound barrier. The soft fibers are composed of finer fibers that are soft and still durable.

DESIGNING WITH RESILIENT Tips From Kathy Ireland

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10 New Ways to Sell Credit Wool Knowledge The Luxury of Resilient Flooring Why Certified Installers Are Important Why Do Residential and Commercial Flooring Sales Fail Outsmarting the Competition Why Customers Buy Laminate Flooring Tips for Selling Area Rugs Know Your Wood Pricing For Profit Benefits of Joining a Buying Group Private Sales- Customer Continuity

HIDDEN OPPORTUNITIES

Are you overlooking hidden profit centers?

PARTNERSHIPS FOR SUCCESS

Why Interior Designers need to be an important part of your business.

PROFIT IN THE DETAILS Trim, radiant heat matching floor registers even medallions

KILLER CUSTOMER SERVICE High quality customer service does not mean high tolerance; it means dealing with the problems.

A Special “Thank You” to all the manufacturers and marketing departments who provided outstanding editorial to make this book a success. Change of Address: in order to ensure the uninterrupted delivery of Premier Flooring Retailer, notice of change should be made at least 5 weeks in advance. Premier Flooring retailer is published quarterly in print by Fabulous Floors Magazine, LLC located at 916 Main Street Andrews, NC 28901 and the World Floor Covering Association located at 855 Abutment Road, Suite 1, Dalton, GA 30721. Application to mail at the Periodicals Postage Prices is pending at Brimfield, Ohio and at additional mailing offices. Postmaster: Please send address changes to WFCA 855 Abutment Road, Suite 1, Dalton, GA 30721.

The World Floor Covering Association (WFCA) Phone: 855-330-1183 or Email: wfca@wfca.org Premier Flooring Retailer Publishing Staff Margo Rodgers Locust, Publisher Karen George, Managing Editor Lisbeth Calandrino, Executive Editor Freida Staten, Associate Editor Stan Michelson, Communications Director Ray Stewart, Production Manager Jana Rade, Creative Director

Editorial and Advertising Offices: Fabulous Floors Magazine, LLC Phone: 678-761-5002 Email: Margo@pfrmag.net The Retailer’s Guide To Greater Profitability is a joint initiative of The World Floor Covering Association and Fabulous Floors magazine, LLC Copyright (C) FABULOUS FLOORS MAGAZINE, LLC and WFCA 2016. All rights reserved. No Portion of this publication may be reproduced in anyway without written consent from Fabulous Floors Magazine, LLC

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and

Know Your Customers

BUILD RELATIONSHIPS

HOW SOCIAL MEDIA WILL MAKE OR BREAK YOUR BUSINESS Social media will help you build friendships or create hardships, depending upon how you use it. Certain precautions should be taken to assure a safe and positive experience for anyone in your store who is posting. Encourage your customers to join you on Facebook and other social media sites. Customers are very influenced by what they see and hear online, so be careful.

Why did we write this? One of the things we know about retailing and selling is that it is going through powerful changes. Newspapers are struggling and technology continues to drastically change how we communicate with customers. Everyone has a cell phone, installers are using iPads to lay out the consumer’s house, and everyone is online. Cities are laying underground cable so everyone will soon be connected. One thing that hasn’t changed is the importance of knowing your customers and building relationships. Salespeople used to be the only place consumers could get information; now consumers come into the store with mountains of information. Our job is to be there and help them through the maze of information. We must set new standards. Google continues to tell us in “The Zero Moment of Truth” that the number of opportunities to connect with customers expands every day. If we are going to be successful, we have to follow them around the internet and continue to connect them at every possible avenue. If we don’t, someone else will. The future of retail is now; all of us are setting the stage of what it will be. Consumers have been telling us all along they want more and are setting their own rules. The successful retailer is one that can continually change, seek new opportunities and expand their horizons. The following pages are designed to will help you become more educated and incorporate what lies ahead. Our job is to inspire you to continue on the journey, embrace changes and ultimately enjoy what you do and be more profitable.

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1. BE CAREFUL ABOUT POSTING SENSITIVE MATERIAL. You certainly don’t want to alienate customers by challenging their political beliefs. Stay away from posting inappropriate language and events. Showing people drinking and using drugs will not help the growth of your business. 2. INAPPROPRIATE YOUTUBE VIDEOS CAN ALSO BE A PROBLEM. Be careful what you post. 3. SUGGEST THAT YOUR EMPLOYEES HAVE A PRIVATE PAGE that is not accessible to everyone. This way, they can post personal information which isn’t available for everyone to see. 4. CHECK SPELLING AND PUNCTUATION. You want potential customers to believe that everyone is smart in your business. 5. GOOGLE your business and your employees often to see what has been posted. Make sure that you have enough positive testimonials to offset a negative one. The ratio should be about 10 to 1. (Ten positive for every negative.)

Beautiful Home Interiors Begin With

FABULOUS

No. 39, 2013

Wool

Objects of Desire

Decorative Floor Medallions, Backsplashes, Custom Area Rugs and more! This Season’s

SHOW-OFFS in

Laminate, Carpet, Wood, Resilient, Tile, Cork and Bamboo

Celebrating the Wonderful World of

IDEAS TO GO Celebrating its 15th year, Fabulous Floors is the first and only consumer magazine devoted solely to flooring styles as a key design element in home decor. It is uniquely positioned to be a valuable sales tool for your store. • Published by owners of a specialty floor store serving both residential and commercial • First-hand knowledge of what consumers and the A&D community needs • First-hand knowledge of the inner workings and needs of a stand-alone specialty flooring store

How to use it in your store: • Giveaway to customers for inspiration • Help sales people with new products • Show customer’s product applications through room scenes • Create a label that says “Compliments of….” with your store name and information. Then place magazines in local waiting areas (Doctors, dentists offices) • Staple a coupon or offer from your store on the cover

Get your copies today. $1 per copy plus the cost of shipping. Email margo@fabulousfloorsmag.com or call (678) 761-5002.

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Selling area rugs boosts profits and dresses up your customer’s room.

Credit is not a way to close a sale; it is a way to open the sale by giving the customer extra options and more purchasing power.

10SELL CREDIT NEW WAYS TO Do credit training weekly, take advantage of specials such as one or two year same as cash programs. Have contests for salespeople with the largest sales. Having expensive products without a way to finance them for the customer, is a waste of time for your business. If you don’t have a private label credit program, otherwise known as store credit, you’re cheating the growth of your business.. Credit is not a way to close a sale; it is a way to open the sale by giving the customer extra options and more purchasing power. Ask your customer if they own their own home and have a home equity loan. Many home owners are literally “up to their ears” in home equity purchases. Why? Simply because the interest is tax deductible.

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This may not be wise; if they lose their job and can’t make the payment, they may lose their home! Suggest that they open a separate line of credit to protect their most important investment, their home. Do you make credit accessible to the customer by having plenty of point-of-purchase material as well as marking your merchandise with “the cost per month” ? Don’t forget to include all of your products including flooring, kitchens, window treatments, floor care products (vacuums) and kitchen counters. When determining the margins for your products, don’t forget to figure out a percentage for any special financing program. Even though customers buy at 2-½ times higher with a private label card, sometimes retailers forget this because they have to

IS YOUR STORE BEHIND THE “CREDIT EIGHT BALL?” Credit is no longer just a way to close a sale. Use credit to open the sale, give customers options and increase their purchasing power. Credit is both a powerful selling tool for you, and a powerful buying tool for the customer. Encourage your salespeople to talk about how they feel about offering credit. What gets in their way? Do they think that offering credit is not a good thing? After 2008, many people were over extended with their credit, lost their houses and got into financial trouble because of it. This may include your salespeople. Teach your salespeople to suggest credit as a credible way to buy large tickets items. They can also tell the customer they can save money by paying it off as quickly as possible. Make credit accessible to the consumer by having plenty of point-ofpurchase material around the store. You can mark your products with the cost per month including credit. When figuring margins for your products, be sure to factor in the cost for the special financing. Explain to your salespeople how the card will help the customer get what they want; if they use credit wisely, it will improve the quality of their lives. Make sure your customers can fill out credit applications online. Follow up with your previous credit customers. If they’ve had a good experience, they will probably use it again. Familiarize yourself with the application process, making sure you get all of the appropriate signatures. Follow up after the sale and make sure your customer is satisfied.

Do you make credit accessible to the customer by having plenty of pointof-purchase material as well as marking your merchandise with “the cost per month” ? pay a fee for the privilege of the one and two year no interest programs. Don’t penalize your margins and your business. All customers should be offered the ‘90 days same as cash’ programs. These are typically free to the retailer, and give the customer two extra months to come up with the needed cash. Are you worried about a turn down, well don’t be. Check with your lender to make sure you have filled out the application correctly, including names and spelling as well as addresses. Encourage your customer to call the lender directly and request a printout of their credit history; remember identity fraud is always out there. (In fact, check your own while you are at it.) Follow up on your previous credit customers. Check to see how much they have paid down on their purchases. Maybe it’s time for you to call them with a special offer, or send out a mailer to your credit customers. Set up your web site so that customers can fill out a credit application before they come into your store. Make it special for these customers by giving them a special gift for those who take advantage of this service. This encourages customers to fill out applications rather than discouraging it. Maybe they don’t want to share all of their personal financial information with you. Remember any good investment in your home is protection: Protection for your future by continually improving the resale value of your home. Whenever possible, discuss this with your customer, so they will think investing with the card is not spending their money. Familiarize yourself with filling out the applications, getting customer signatures on all appropriate forms, and making sure the customer is satisfied after the sale. Protect your relationship with your lender by understanding the legalities of the credit sale and following up with the customer after the sale. Don’t forget the use of revolving credit. (credit balances at the end of the month) Many consumers may need more than a year to pay off a high ticket item.

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BY BRIDGETTE KELLY

The Royal Declaration for

NATURAL WOOL The wonderful and historic story of naturally grown wool is really one of the most amazing that nature offers. Grown on sheep, harvested annually through shearing for good animal husbandry and then transformed into the most superb performance textiles there is no better - environmentally friendly,recycling story in the world than wool. We live in a world where there are so many choices and competition from alternative textile fibres is huge. Also the need to fulfil the environmental tick box is becoming vital and as you may appreciate, so called ‘green’ products are everywhere. But wool has served its time. Proving over the centuries that it will indeed outlast other fibres. This enduring quality is due to its origin, its versatility and its practicality. Wool is grown, it is not a manmade fibre and that description - means a synthetic fibre made from oil. True sustainability lends a continuous line of supply that is naturally renewable. Naturally grown wool is not depleting reserves of fossil fuels and plundering supplies that may be needed for more vital functions than the production of carpet and clothing. Wool will be there for future generations.

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BRITISH WOOL… FROM WILD LANDSCAPES TO WONDERFUL, STRONG WOOL A hilltop, a cold North wind, perhaps even a little too much rain… these are the perfect growing conditions for the world’s strongest wool for carpet, and they are found in Great Britain. Sheep graze freely all over this small country famed for its changeable weather, and as the land alters from lowland to mountainside, so do the sheep. You will barely walk a mile without seeing a different breed.

Wool growing is simplicity itself - it grows naturally on a sheep - just like your hair grows - and is an annually restored protective layer for the sheep. However, it should be appreciated that maintaining these growers of wool is a serious business. Our global flock of sheep is managed by dedicated sheep farmers and it is their work and endeavours that ensure that every year there is a fresh supply of new wool for the international textile industry. Fashion, flooring, furnishing fabrics and indeed, all things fabulous that are made with this wonderful fibre depend on the good work of the sheep farming community. It was this community that the Campaign for Wool set out to support in 2010 and ensure that wool’s unique message of natural sustainability and environmental importance was upheld.

There are actually more than 60 sheep breeds, making Britain unique in its diverse offering of wool. The UK’s 40,000 sheep farmers will usually run the same breeds for generations — a legacy that will go from father to son over the course of time. British Wool is recognised by the textile industry as a superior carpet fibre. The wool, having resisted the weather to keep the sheep warm and dry, retains a natural, robust quality giving it inherent added spring that will force consistent bounce-back despite continuous compression. Soft and luxurious, British Wool will hold colour and structure exceptionally well, ensuring that pattern is undisturbed and weave maintained. It is acknowledged as the premier choice for commercial locations due to its exceptional performance and ability to maintain good appearance in heavy footfall locations. You will find British Wool in hotels, cruise liners, casinos, airports and palaces all over the world.

SHADES OF NATURE… STUNNING STYLE British Wool also offers more choice in naturally coloured wools — creamy whites and chocolates through charcoal greys to almost black wool all form part of the stunning natural palette and can be used without dyes…an appealing option as the green age grows. R E TA I L ER ’S G U I D E T O G R E A T E R P R O F I T A B I L I T Y

Prince of Wools Continues His Wool Work In September this year, the Patron of the Campaign for Wool, His Royal Highness The Prince of Wales confirmed his ongoing commitment to the wool industry’s largest ever promotional initiative. Whilst hosting a major wool gathering at his Scottish residence - Dumfries House, the Prince announced his intention to remain Patron of the Campaign for a further five years. Furthermore to continue to add value to his personal belief in the future of wool, he launched the ‘Dumfries House Declaration’. The Dumfries House Declaration states the unequivocal position of the wool industry in terms of all aspects of wool management on-farm and its aim to ensure that wool producers across the world maintain the highest standards in animal welfare. This will promote the ‘Five Freedoms of Sheep’, an animal welfare and sheep husbandry benchmark, which outline the standards that sheep farmers follow in caring for sheep in their flock.

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It also underlines the importance of the many valuable environmental and incredible performance assets of natural wool. This Declaration is supported by the leading wool grower organisations of the world including the British Wool Marketing Board of the United Kingdom, Woolmark in Australia, Cape Wools of South Africa and the Campaign for Wool body in New Zealand. It is a leading statement issued by the International Wool Textile Organisation which has representatives from the hundreds of textile industry businesses across the world. This united approach to positioning wool and its industry supply chain is made even more compelling as it is led by the Prince, who always had the belief in wool as the superior environmental fibre. As he said so aptly at the conference, “Wool is a product that the most brilliant boffin in the most high-tech laboratory could never create.” The sheep themselves could not have said it any better than their number one Ambassador!

the

Dumfries House Wool Declaration The Dumfries House Conference 9 September 2016

The versatility of the Wool fibre has been appreciated by man since the stone ages and to this day keeps the modern consumer cool when they are active and protects the wearer from severe weather elements. Moisture on the skin is wicked away and no man-made fibre has the ability to regulate the body’s temperature in all weather conditions like Wool does naturally. With this Declaration we commit our efforts, time and talents to promote, educate and enforce the wonderful natural attributes of the Wool fibre, listed here below:

1. Wool is 100% natural:

A natural protein fibre that is similar to human hair, Wool grows naturally on sheep.

2. Wool is a renewable resource:

Consuming a simple blend of water, air, sunshine and grass, sheep produce a new fleece every year without depleting finite natural resources.

3. Wool forms part of a natural carbon cycle:

Sheep consume organic carbon by eating plants, and store this in their fleece. Fifty percent of a fleece’s weight is pure organic carbon stored in a durable, wearable form.

4. Wool is a natural alternative to wasteful consumer practices:

Research shows that the average life of a Wool garment is 2-10 years, compared to 2-3 years for garments made from other fibres.

5. Wool was made for recycling:

Wool fibres are high quality and durable, capable of re-use and recycling, ultimately reducing landfill disposal. Wool is routinely upcycled into woollenspun knitwear, insulation and geotextiles – all of which contribute to a circular economy.

6. Wool is biodegradable: Wool decomposes in a matter of years, releasing valuable nitrogen-based nutrients back into the soil.

7. Wool is naturally odour resistant:

By absorbing moisture vapour, Wool garments leave less perspiration on the skin, reducing odour-causing bacteria. Easily refreshed by airing, Wool garments can be worn longer between washes due to Wool’s natural ability to shed dirt and bacteria.

8. Wool is fire resistant & fire retardant:

Naturally high in nitrogen and water content, Wool’s unique cell structure requires high levels of oxygen in order to burn, and forms an insulating layer when heated that prevents the spread of flames. Wool does not melt, drip or to stick to the skin when subject to extreme heat and produces less smoke and toxic fumes during combustion.

9. Wool improves indoor air quality:

When used in interior textiles such as carpets and upholstery, Wool absorbs and locks away pollutants such as volatile organic carbons (VOCs) from the air more rapidly than other fibres.

10. Wool is welfare assured:

The major woolgrowing countries namely Argentina, Australia, New Zealand, Norway, South Africa, United Kingdom, United States and Uruguay, all support the IWTO and Campaign for Wool and conform to the strictest standards of animal welfare as embodied in the IWTO Specifications for Wool Sheep Welfare. The IWTO Specifications are premised on the Five Freedoms of Animal Welfare as set forth by the World Organisation for Animal Health (OIE): freedom from hunger and thirst, freedom from discomfort, freedom from pain, injury or disease, the freedom to express normal behaviour, and freedom from fear and distress. The Five Freedoms also form the basis of strictly enforced national animal welfare legislation in each of these woolgrowing countries.

About The Campaign for Wool

The Campaign for Wool is a global endeavour initiated by its Patron, HRH The Prince of Wales, to raise awareness amongst consumers about the unique benefits offered by Wool and call attention to the ecological advantages it delivers. The campaign was launched by the Patron in January 2010 and has been celebrated in key international markets, such as the United Kingdom, Australia, Spain, Netherlands, Germany, Norway, South Africa, Canada, United States of America, New Zealand, Italy, Japan and China.

About IWTO

With a world-wide membership encompassing the Wool pipeline from sheep to shop, the International Wool Textile Organisation (IWTO) represents the interests of the global Wool trade. By facilitating research and development and maintaining textile industry standards, IWTO ensures a sustainable future for Wool. To learn more about IWTO and its activities, visit www.iwto.org.

About the Dumfries House Wool Declaration

The Wool industry commits to protect the environment, to care about the welfare of the Wool Sheep and to uphold the best possible practices in growing, trading, manufacturing and selling Wool fibre and its relating textiles.

The Dumfries House Wool Declaration | Dumfries House, Ayrshire, United Kingdom

Want to make your carpet installation unusual? Install borders around the room, borders in the hallways; this gives the carpet its custom look.

K NOW YOU R

CARPET

Carpet keeps floors warm, prevents slipping and is also a sound barrier. The soft fibers are composed of finer fibers that are soft and still durable.

Ask customers, are they replacing old carpet? If so, let them tell you what they like and dislike about it. According to one inspection certification statistic, 65% of their complaints are due to poor maintenance. If this is a problem for your customer, make sure that they buy the right carpet, and that they get information on maintenance. Be familiar with your soft fibers. Many consumers believe that the soft fibers may not perform because they are “soft.” Show the tests available from the fiber manufacturers on the walk tests for their fibers. Soft fibers are a result of new technology, not just taking existing fibers and removing their strength so they become softer.

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Contact all of your fiber manufacturers for training on their proprietary technology. Each one has technology that gives their fiber added value for the consumer. This will give you an edge, and increase your self-confidence when selling carpet. What mood is your customer trying to create with her carpet purchase? Carpet is warm and soft, comes in colors that can change your mood, relax or stimulate. Get your update on fibers. Carpet made from PET, recycled plastic bottles, makes a hard fiber which is very stain resistant. In addition, for the consumer that is environmentally conscious, this is one way to clean up the land. Carpet keeps your floors warm, prevents slipping and is also a sound barrier. The soft fibers are composed of finer fibers that are soft and still durable. Looking for a highly stain resistant fiber for heavily trafficked areas? Look in your light commercial carpets, or in your new residential products for ones that have been solution dyed. In solution dyeing, the chips are dyed before the carpet is extruded. The color goes all the way through the fiber, making it

ADDING VALUE WITH CERTIFIED INSTALLERS Take advantage of all the certifications available for your installers. Many of your manufacturers have classes that certify installers as experts with that particular product. It allows you to brag about your installers, and charge more for their services. Experts are always worth more money. The Carpet and Rug Institute issues a seal of approval for stores/installers. The seal means that the store provides welltrained salespeople and installers that are committed to higher standards, and that all carpet is installed according to industry standards. This seal can be put on your installation trucks, in your front window and in your advertising. Your installers can wear the seal on their shirts and carry a card with the seal on it. When you send the installers to homes, tell the customer to ask the installer for his Carpet and Rug Institute Seal of Approval Card. Set up this program for your installers and require that all of your installers receive the certification. Place all your installer’s photos on the wall with a short bio as to their years in the industry and their certifications. If they have won any flooring competitions, show the photos of the jobs. Mention in your ads that your installers are certified; explain what it means, and why the customer should hire certified installers. If your installers are certified, how about extending your installation warranties? If your installers have additional training, you will probably have fewer complaints than most. Translate this into a benefit for your customers. As your installers receive certifications, send press releases to the general contractors, builders, interior designers and architects that you do business with. On your literature, be sure to state that your installers are certified and in what areas. Installers that are certified should receive higher incentive pay, or perks for their commitment to their profession and to your business.

68%

CUSTOMER COMPLAINTS ARE DUE TO POOR MAINTENANCE.

very stain resistant. (Solution dyed carpet is similar to a beet, the color is the same everywhere.) Get your update on olefin fibers. They are more resilient than ever, very color fast because they are solution dyed and dyed in brilliant fiber. They are also available in both loops and cut piles. Read the back of the carpet labels for independent testing by the Carpet and Rug Institute as well as the Federal Housing Administration. This helps instill product trust in the customer’s mind. Want to make your carpet installation unusual? Install borders around the room, borders in the hallways; this gives the carpet its custom look. Don’t forget your wool products. Although a small part of the carpet industry, wool has unique qualities that make it a natural choice. Being natural fiber, it is a biodegradable, renewable product. It is naturally soil resistant and is easy to clean. Information on the product is available through the wool bureau.

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Patterning Life Seamlessly Show your customers the unlimited possibilities in patterned floors

nlike any other time in history, consumers have a wealth of cuisine choices readily available today that would have been unimaginable in prior decades. Technological advances have opened up access to an entire world of new foods and flavors, bringing in tantalizing tastes from around the globe.

Likewise, today’s flooring influences come from all over the world, offering styles inspired by nature, regions, even the cosmos. Technology has made possible stunning new patterns in carpet that capture a myriad of designs: from simple checks and lattices to more intricate vines, geometrics, abstracts and fleur-de-lis, the limitless array of swirls and curves, lines and loops can accommodate any preference or décor and create virtually any aesthetic. Consumers are often reticent to explore patterns, however, in part because of the perception that unsightly seams will be visible and detract from the overall décor. Patterned products are also frequently seen as far more labor-intensive and much less likely to deliver a pleasing final result. To address this frequent misperception, companies such as Lexmark are re-inventing patterns, simultaneously giving consumers amazing alternatives to solid beiges and taupes and making the product easier and simpler to use overall. As the leader in manufacturing design and pattern carpets—both hospitality and residential— Lexmark has been perfecting the art of combining stunning style with long-term wear for almost a quarter of a century: the company’s intricate patterns are consistently found throughout the Hospitality community, where fashion is key and durability is a must.

Noble-Haylo

Waverly-Haylo

To help make residential pattern products look virtually seamless after installation, Lexmark actually tufts the patterns into the carpet, rather than just printing them: this also ensures a higher level of wear. In addition, a 10th gauge construction and higher stitch rate minimize unsightly seams, and Lexmark’s best installation tips and guidelines help ensure the uninterrupted elegance of patterns like Tailored Milano Granite for rich, wall-to-wall sophistication. And even more structured designs such as the Living Collection’s Trinity Essential can deliver a seamless landscape of style: the continuous expanse of stately diamonds offers a deep, multidimensional aesthetic that solids generally lack, visually expanding and enhancing the living area.

Trinity-Essential

Helping customers see the unlimited possibilities in patterned carpets, like introducing them to a unique flavor or rare delicacy, provides enormous rewards for both buyer and retailer: every new installation or application reveals yet another way to add unusual artistry to living spaces, to expand one’s scope of influences—and it brings significant profit opportunities for your store. As customers explore all the advantages of patterns and textures, and learn how to use the stunning visual elements to elevate their floors and transform their homes, you’ll be gaining a deeper appreciation for the craftsmanship and artistry inherent in the products you offer—and taking your business to new heights as well.

For more information contact 1-800-871-3211 or visit www.lexmarkcarpet.com

Milano-Granite

TUF TE X NATUR AL S

Homeowners today are looking for unique-to-them interior elements providing interesting carpet visuals.

Casual to Cosmopolitan Fashions for Your Floor Tuftex Carpets of California has crafted and expertly colored another signature series of soft flooring fashions inspired by natural textiles. First launched in 2014, the Naturals Collection by Tuftex quickly became a homeowner favorite with its dynamic array of Moroccan tile and traditional herringbone visuals, coupled with modern geometric and organic patterns. The universal appeal of the visual offering along with the versatile neutral and pure pastel color palettes created a perfect fashion storm for a design-conscious homeowner, making this collection wildly successful. Tuftex is expanding the Naturals Collection in 2017 and promises to remain true to the origins of the collection. The next generation of Naturals includes new elegantly striated loops and bold recoloring of our best-selling patterns, Taza II and Only Natural II. The new additions in Bali and St. Lucia will evoke the allure of these exotic destinations, like the others in the collection. Made with STAINMASTER® Luxerell® BCF Nylon, the loop textures combine incredible performance with a handcrafted look and feel.

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The collection’s extraordinary fashion statements, premium fiber content and superior construction are the building blocks for expanding carpet applications within the home. “We have seen a significant spike in demand for better looking and better performing soft carpet on stairs,” said Doug Jackson, Tuftex’s Vice-President of Sales and Marketing. “We also know that with today’s open concept floor plans, standard rug sizes are much of the time not what consumers need. They want something that is unique to them – both in style and size. Tuftex’s Naturals Collection is the perfect collection for the discerning consumer,” he said. With new accents, tone-on-tone neutrals and bright modern pops of color, Tuftex’s Naturals Collection is a must have for a stylish yet active household, sophisticated urban living or anything in between.

FA FASSH HII O ON N SSTA TA R RT TS S W WIITTH H THE FFLO LO O R

Calling to mind the lure of exotic destinations and the appeal of Calling to mind the lure of exotic destinations and the appeal of natural textiles, Tuftex patterns have a handcrafted look with a natural textiles, Tuftex patterns have a handcrafted look with a big dash of sophistication. They’re elegant. Bold. Urbane. Just big dash of sophistication. They’re elegant. Bold. Urbane. Just the thing for well-bred rooms of exceptional style and comfort. the thing for well-bred rooms of exceptional style and comfort. Rooms you’ll love… and live your beautiful, busy life in. Rooms you’ll love… and live your beautiful, busy life in. tuftexcarpets.com tuftexcarpets.com

T H E LU X U RY

RESILIENT FLOORING

You might know it as linoleum or vinyl, but there’s a lot more to resilient these days.

It’s called “resilient” because this kind of flooring is just that. It “gives” and bounces back to its original form when walked on. You might know it as linoleum or vinyl, but there’s a lot more to resilient these days. You might not be watching, but resilient has been going upscale, and designers are discovering the capabilities of the category including luxury vinyl tile, or LVT. Luxury Vinyl Tile is at the highest end of the resilient flooring category. Consider it high-performance and high-fashion—intended, right from the start to be presented and installed as designer-oriented, elegant and tailored product that fits a very personal lifestyle.

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Luxury vinyl tile is about three things: Natural looks with enhanced features, high-end quality (and therefore, value) and the ability to personalize a room aesthetically. One aim of this luxury tile category is to be the best-looking flooring in, say, wood and stone. and to provide characteristic that perform as well as if not better than wood and stone. For example, as a resilient floor, luxury tile never needs to be refinished, will not warp due to excessive water or other liquid accumulation. It also resists scratches due to its super-touch urethane surface treatment. It remains quieter to walk on, is far easier to install and maintain, and is a lot warmer to the touch.

WHY CUSTOMERS BUY RESILIENT FLOORING Resilient flooring is a value product, combining color, style, pattern, beauty, versatility and performance. It “gives” a little when walked on. Resilient materials include vinyl, linoleum, rubber and other types. Many resilient products are suitable for do-it-yourself installation, and can be purchased in in sheets of 6 and 12 feet widths, minimizing seams and speeding layout or in-tile formats, generally 12 and 18-inch squares (install with colored grout for the latest in tile looks.) However, increasingly fresh formats, borders and trim, are appearing in new shapes and sizes, including planks in exact stone and tile looks. This includes luxury styles too. Today’s resilient flooring can simulate the finest wood grain from butternut to mesquite in hand-scraped finishes. In addition, there are marble, mosaics, metals, leather and stained concrete and textile looks. The product is ideal for mixing styles, like stone with wood. These styles provide realism and versatility, without the cost or challenges of other materials. Resilient withstands tough environments. It’s at home anywhere in a home or business, great for moisture-prone kitchens, baths and laundry rooms. It can be applied over many surfaces, including most existing floors and feel warm and comfortable underfoot. Resilient is ‘green’ from a hygienic standpoint, because bacteria, allergens and dirt have a hard time gaining a foothold in this material. Surfaces wipe clean, and they resist spills and “drops.”

RESILIENT FLOORS MAY WELL BE BETTER THAN THE “REAL THING” Resilient floors are available in an array of stone and fabric looks, including sisal and linen; metallic like nickel, copper and steel. It is also offered in woods with colors and grains from classical tailored cherry and oak, to exotic tiger wood and bamboo. Consumers have come to expect added value through lower costs, better durability, ease of maintenance and environmental responsibility. Luxurious custom looks can be achieved for less due to the ease of installation. Prep work is minimal—often nonexistent! These floors are as tough as they are attractive, more gouge-fade stain-and scuff-resistant than ever. Some come with manufacturer’s warranties that extend up to a lifetime.

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At EarthWerks® we genuinely believe some offer LVT, but We are LVT™. We have over 3 decades of experience providing excellent style, service and availability you can trust. Luxury Vinyl Tile and Plank has been the fastest growing flooring category, due to its beautiful designs, diverse functionality and affordability. With so many options, it is important to select a trusted brand that can provide you peace of mind. With our proven track record, EarthWerks® truly stands the test of time. EarthWerks® offers one of the industry’s largest collections of proprietary designs – everything from your tried and true products, as well as unique and trendsetting designs and colors. It’s a distinct customer advantage and a difference you can see. Our designs are inspired by nature, an attention to detail that captures the essence of nature’s beauty. Sold in over 60 countries, we seek upcoming trends to provide innovative design and technology in LVT. Our factories use production methods and technology advancements that continuously meet the highest global standards. The acute attention to quality comes from our family’s involvement at

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the factory level that spans generations. We believe that quality products begin with better ingredients, and we confidently back all of our products. Actually, we have been in the LVT business longer than most of our warranties. EarthWerks® warranties directly reflect the vast performance attributes each of products carry, allowing our customers to choose with confidence. EarthWerks® LVT is supported by one of the best and largest distributor/ dealer networks in the country. We have millions of square feet in inventory available for your immediate needs, giving that secure feeling knowing you can get what you need, when you need it. We also know that a critical component for a long lasting floor is excellent installation. We have dedicated personnel to handle your technical needs, just a phone call or email away. Customer confidence reflects on all of us -from distributor to dealer to customer, you can trust EarthWerks®. We bring out the best in LVT, leading the market in Innovative Design, Manufacturing Excellence, Dependable Service and Availability. Visit us at SURFACES BOOTH 1757.

W I T H E A R T HWE R K S®, WAT E R J US T RU NS O FF YO U R BAC K . E A RT H W E R K S WAT E R P R O O F CO R E . ®

No need to hit the roof every time something hits the floor. You can count on waterproof EarthWerks® WPC. Don’t let its beautiful looks fool you, it’s as tough as nails. Kids, pets and the clumsy have met their match. EarthWerks® quality, performance and support have made us the brand that’s never watered down. Fo r i n f o r m a t i o n re g a rd i n g o u r extensive line o f susta ina ble vinyl f lo o ring, p l e a s e c a l l 8 0 0 -2 7 5 -7 9 4 3 o r visit us o nline a t w w w.ea rthw erks.co m

IVC US Continues to Lead the Way in Luxury Vinyl Tile & Plank (LVT)

It’s no secret that the resilient flooring category continues to experience market share growth primarily lead by the popularity of Luxury Vinyl Tile & Plank flooring, commonly referred to as LVT. According to the Residential Flooring US, March 2016 Mintel Report, the vinyl tile category saw more than 20% growth in average spend, chiefly driven by the growth of the high-end LVT segment. There are several contributors to LVT’s success in the market, including its ease of installation, vast design capabilities and outstanding product performance. Today, we’re going to focus on one LVT producer who has been in the LVT manufacturing game since 2012 – IVC.

Where Experience Wins Manufacturing vinyl flooring since 1997, IVC initially began producing LVT out of its Belgium manufacturing facility in 2012, and imported it in to North America. With European quality advantages and unprecedented style, IVC’s flagship LVT brand, Moduleo®, quickly became the “it” item within the high-end LVT segment. Fast-forward to 2015, and IVC US opens its second ultra-modern, highly advanced LVT manufacturing facility in the United States on its existing Dalton, GA site.

3 Key Benefits of LVT from IVC US Made in the USA. Consumer reports continue to show that given the choice, consumers prefer to purchase American-made products. That’s because Made in the USA still

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signifies high quality, stringently controlled manufacturing process and adherence to strict environmental/health safety guidelines. The IVC US LVT plant is fully vertically integrated, meaning it brings in all virgin raw material to its facility and manufactures each and every layer of its LVT products. Fiberglass Core. LVT products manufactured by IVC feature a fiberglass core. Not all LVT products on the market have this advantage. The benefit to having a fiberglass core is predominantly dimensional stability, which ensures that the product will not expand, contract or curl. This is a significant advantage over natural products and mixed composite products. Other benefits include enhanced strength and flexibility. Most Stylish & Realistic Visuals on the Market. IVC product collections have always featured the most realistic, on-trend designs in the market; a fact that still rings true to this day with IVC US’s relaunch of its all-American made Moduleo® LVT collection. IVC invested in all proprietary designs specifically selected for the North American market and scanned from natural products – so it’s nearly impossible to tell the difference between IVC LVT and a natural product.

INNOVATIVE BEAUTY They say beauty is in the eye of the beholder… Behold: Moduleo® luxury vinyl planks by IVC US. With cutting-edge designs, rich, vibrant colors and show-stopping visuals that not only look but feel real to the touch and are all showcased on the industry’s most eye-catching LVT display unit. Visit www.getivcdisplays.com to learn more about becoming an IVC Displaying dealer.

Diamond 10™ Technology.... your floor’s best friend Armstrong’s newest innovation, Vivero™ luxury flooring, features patent-pending Diamond 10™ Technology made with cultured diamonds. It offers beauty that will stand the test of time and traffic. The floor planks repel spills and resist dirt and staining. The planks are 100% waterproof, pet friendly and kid friendly. Patent-pending IntegriLock™ system delivers easy, reliable installation. The floors are made at the company’s manufacturing facility located in Lancaster, PA. Why Vivero Flooring with Diamond 10 Technology*: Diamonds are nature’s hardest substance. • More scratch resistance than other competitive luxury flooring products 100% waterproof planks** • Resists spills, dirt, scuffs, and staining • Effortless cleaning IntegriLock™ System* -the first 5G locking system of its kind in luxury flooring • Installs securely over most subfloors • Minimal prep and no glue • Quick, clean installation Log ontoarmstrongflooring.com/corporate/ diamond10.html. to see Diamond 10™ technology demonstration for scratch and stain resistance.

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EXPERIENCE THE AGE OF BRILLIANCE MADE IN

TH E USA

Armstrong luxury flooring is manufactured in Lancaster, Pennsylvania with global and domestic content.

A NEW ERA IN FLOORING

Witness a revolution in flooring: Vivero™ luxury flooring with patent-pending Diamond10™ Technology. Made with cultured diamonds, it is beauty that will stand the test of time and traffic, and keep floors looking newer longer. And with both locking and glue-down options, Vivero offers flexible installation options.

Easy care – repels dirt, spills and stains

Superior scratch and scuff resistance

Stunning, true-to-life looks

Manufactured in Lancaster, PA

Resilient Flooring and Your Customer’s Lifestyle

DESIGNING with RESILIENT Designing and making fashion flooring choices with chic resilients, is surprisingly affordable. Resilient flooring, also known as vinyl, offers style, comfort and today, even luxury, without breaking the budget. Resilient flooring is making a comeback. It is being sought after for its beauty, years of longevity, durability and effortless maintenance. Resilient flooring is also considered a healthier option for people with allergies. Most resilient flooring today is designed with a dash of flair in mind, and with today’s economy, the resilient flooring option is an excellent alternative. Growing up, I didn’t always think of resilient flooring as being luxurious, but it’s come a long way! Resilient flooring is one of the hottest emerging trends. There is a wide range of resilient flooring to choose from, with many design choices to best fit one’s personal style – and all with a touch of glamour. Resilient is scratch and moisture resistant and unbelievably easy to care for, making it ideal for bathrooms, kitchens, laundry and mud/utility rooms.

Investing in resilient flooring maybe exceptional for your customer if they need to save money. Suggesting a beautiful area rug from kathy ireland® Home by Nourison, establishes a welcoming environment. www.nourison.com/kathyireland/

This area rug by Nourison brings added softness and style to your resilient floor

DURABILITY AND COLORATION Most of us in the design industry are impressed with the hassle- free maintenance of resilient flooring. Heavy traffic? No problem. Too much sun? Resilient flooring is fade resistant and will rarely discolor. Family and pets running in and out? Bring it on. Resilient is scratch and moisture resistant and unbelievably easy to care for. It is never necessary to wax, polish, seal or sand in order to maintain its longevity and beauty. It is also astonishingly durable. The wood look appeal in resilient flooring are darling and popular, it comes in endless colors and textures like hand-scraped or reclaimed wood looks that are absolutely gorgeous. The distressed design look? Stunningly and utterly beautiful… simply divine. It is giving real wood flooring a run for the money. The choices of designs, styles and textures are very generous. These offer the homeowner options to affordably design a room that fits their personality, with a luxury look.

TIP!

Kathy Ireland is CEO and chief designer of kathy ireland® World- wide (kiWW®), a design and marketing firm. Forbes Magazine describes kiWW® as a “two billion dollar business model.” License Global Magazine names kiWW® the 31st most powerfully licensed brand, globally. kiWW® offers designs in fashion, weddings, home, flooring, office and more...

Have your customer invest in purchase of 10% additional resilient. Should they need to replace in the future, they will already have the material! Resilient flooring is definitely a market expansion that is serving families in new ways. Help your customer consider resilient flooring for their next design project!

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FloorNation™ started with the desire and commitment to produce LVT in the USA with the latest technology. We started with a vision to provide flooring that changes the perception of vinyl flooring. We collaborated with top designers and colorists so that we can offer unique and exclusive designs that will stand out in any décor. Our designs are versatile that you would see in a trendy store in Williamsburg Brooklyn, or an elegant restaurant in Chicago or a quiet country home in the Adirondacks. Not only will our products perform in a residential application but are also durable enough to perform in a demanding healthcare facilities. High performance can be cool, hip and durable. As a company we want to stand out and do things differently. We want to be agile and very selective with our products to ensure the best and latest designs and colors. Having product made in the USA offers some significant selling points … we will now have the ability to deliver hundreds of thousands of square feet in less than three weeks. It will improve production and delivery timing as well as service for North American customers. “Ours will be one of the first LVT brands that is 100% made in the U.S.,” Raskin said. 30

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FLOORNATION WILL BE OFFERED IN THREE EXCLUSIVE LINES, ALL BEARING PATRIOTIC THEMES. • FREEDOM (five SKUs) products are 2.5mm thick with a 12 mil wear layer in a 7.08 x 47.24 format. “Freedom will feature unique embossing not normally seen in a standard 2.5mm look,” Raskin said. • PRIDE (eight SKUs) includes two collections that feature 3mm, 20 mil wear layer constructions in a 7.08 x 47.24 format, distinguished by varying textures. • GLORY (five SKUs) is a 4mm, 20 mil wear layer product, but in 9.25 x 59.25 planks. Raskin said FloorNation provides traditional looks that are reliable sellers and follow the latest color trends with variations of grays and multicolors with gray mixed tones. “It is about having product that works with the interior finishes so that the designer can pick up the color of the floor to work with the room.” The 18 SKUs will have only wood designs. Phase two of the program will include stone visuals. My goal was to come out with the least amount of SKUs and the most variation as far as style, design and colors.” Raskin said as he is shipping his domestic products, he thinks back to his late father who was one of the first executives to bring LVT to the market. “I wish he had the opportunity to be involved in this market the way it is today—he would be blown away.”

A market leader in luxury vinyl flooring, Karndean Designflooring is unveiling its longest plank design to date as part of its new LooseLay Longboard collection. Enhancing its best-selling Karndean LooseLay range, LooseLay Longboard introduces a 59” x 9.85” format with a 20mil wear layer and 4.5mm thickness. LooseLay Longboard by Karndean Designflooring is backed by a lifetime residential warranty and is Karndean’s fastes and easiest-to-install product to date. Its proven K-Wave backing and increased dimensional stability secures the floor firmly in place, and it can be installed over most hard and flat floors as long as they’re clean, dry and dust-free. The new collection features 12 sophisticated and contemporary wood designs, each inspired by authentic American, European, and Australian woods including pine, walnut, and oak. The floors are waterproof, kid and pet friendly, and soft underfoot, making them a perfect fit for any home. View this stunning collection at: karndean.com/en/floors/easy-fit-ranges/ karndean-looselay-longboard 32

Karndean Designflooring introduces LooseLay Longboard, an addition to its award-winning LooseLay collection 1 K-Wave Grip Backing Our K-Wave grip backing creates a strong bond to the subfloor using a combination of weight and friction.

5 K-Guard+ Surface Protection Our K-Guard+ surface protection system uses PU technology to provide a hygienic and durable finish.

4 2

Clear PVC Embossed Wear Layer

Stability Layers The fiberglass enhanced layer helps the product to lay flat and level, increasing dimensional stability and mechanical strength.

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3 High Definition Photographic Layer Gives every Karndean product its highly realistic and natural appearance.

Protects the floor's design from wear and tear.

Karndean LooseLay

Lifetime warranty

Waterproof

Kid friendly

Pet friendly

Extra large planks

Acoustic qualities

Longboard

Comfortable underfoot

Individually replaceable

Low maintenance

Karndean LooseLay Longboard is our fastest and easiest to install floor, combining our longest plank size with the proven technology of Karndean LooseLay's K-Wave friction-grip backing. Contact your Karndean Representative for more details. 888-266-4343 | info@karndean.com | www.karndean.com/longboard

Experience HD The patented COREtec® provides a wide array of benefits. The flooring is easy to install and 100% waterproof. Its rigid construction hides subfloor imperfections and provides a smooth visual surface. This construction allows for installation directly over existing subfloors. The planks and tiles have an attached cork underlayment that adds acoustical and thermal insulation, for a quiet floor that is warm and comfortable to walk on. With the application of an LVT wear layer on top of a wood plastic composite (WPC) core, with click locking profile, USFloors created an innovative flooring solution for end users seeking a floor which is totally waterproof, has the texture and look of real hardwood, and installs as easy as laminate flooring. USFloors received U.S. Patent # 9,156,233 on October 13, 2015. This patent is the reward and justification for the industry-wide acclaim that USFloors received for its innovative development of an entirely new category of waterproof luxury vinyl flooring products. If you’re looking for kitchen and bathroom flooring, look no further. COREtec products are 100% waterproof! This means it can be installed in wet areas and it will never swell when exposed to water. Thanks to this waterproof feature, the flooring is extremely easy to clean and maintain. This flooring has proven durable in all rooms of the house. There is no need to worry about spills, pet stains and other every day life’s messes. These floors have it all covered! Two new collections were introduced this year, COREtec Plus Design and COREtec Plus HD. The COREtec Plus Design collection is composed of multi-tone and multiwidth planks and tiles. The variation in color and sizes gives your home a custom, innovative look ideal for every style. COREtec Plus HD employs a 4-side painted micro bevel edge for a realistic visual, unlike any other LVP or WPC product available today. COREtec floors are the perfect flooring solution: waterproof, kid proof and pet proof. This flooring is worry-free while providing gorgeous visuals.

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So real, it’s unreal.

There’s a lot that goes into making COREtec Plus HD the most realistic WPC plank in the industry. From the detail of the hi-def imagery to the precision of the hi-def texture, our HD Collection sets a new benchmark that others will try to acheive. And they will try... See the complete line at www.usfloorsllc.com.

Superior HI-DEF imagery for ultrarealistic look.

Enhanced bevel on all sides.

NT Y · WARR

N TY · WARRA

N TY · WARR

Lifetime Structural Lifetime Residential 10 year Commercial

Sculpted texture aligns with image beautifully.

Shade variations for added realism

N T Y · WA RR A N

Natural knots and growth rings.

C O R E t e c P l u s ®H D i s a p r o d u c t o f U S F l o o r s , I n c .

usfloorsllc.com

SMART SALESPEOPLE DON’T SELL PRODUCTS, THEY SELL SOLUTIONS. Installers provide solutions and turn ordinary products into works of art. They should be urged to take photos of their jobs and get customers to give them a testimonial for their work. Why not give installers a couple of dollars for every testimonial or photo they get from the customers?

WHY CERTIFIED INSTALLERS ARE IMPORTANT Installers are an important part of your business. It doesn’t matter whether they are on your payroll or subcontractors; they are most valuable to you. Although stores hate to admit it, installers will either make or break their business. Since they are the last person the customer sees, whatever impression they leave with the customer, it will be lasting. Despite this, how many stores actually spend time certifying, training or differentiating their installers. If it were my business, I would change my department to “custom installation.” There is no “one size fits all” so why not talk about custom. Besides, the term “custom” signifies something 36

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made especially for the customer. It also implies that the service is worth more money. I know one company that called their service a “white glove installation.” There installers would go into the customer’s house wearing white gloves and taking them off during the installation. Apparently customers think that it’s quite unusual and love the treatment. Apparently they get better tips also! Installers can be included in your product and customer service training .The more they are included in your business and understand how you do business; the more they will be able to add to your business. Certifications upgrade the level of your installers. Consumers understand that trades are licensed and the more training someone has the more they’re worth. There are various installation certifications available.

WHY RESIDENTIAL AND COMMERCIAL FLOORING SALES FAIL In order to sell any customer, you must first understand “their conditions of satisfaction.” For everything we choose in life, including our mates, we have certain criteria and expectations that that must be met before we make a decision. Knowing the “conditions of satisfaction” keeps both the customer and the salesperson on track, and allows for fewer distractions. Everyone gets excited about different types of flooring and new introductions; this in itself can be distracting and eventually confusing. A customer may fall in love with a product that ultimately will turn out to be a disaster, especially in a commercial job. Long term, it can also be a problem for a residential customer. A customer with a cat may fall in love with a looped carpet, only to find out that this can easily be destroyed by their loving pet. There are just some products that won’t work. On the front end of the sale, you must understand what the customer is ultimately trying to accomplish. This should be one of the first questions to ask a customer. You may have to redefine it several times, but ultimately this information is what will keep you on track. Here are several questions that will keep the salesperson and the customer focused on the outcome of the sale: 1. WHAT DO YOU WANT TO ACCOMPLISH WITH THIS FLOORING? Is it being replaced because the customer wants something new and more fashionable, or is there a problem they are trying to correct. This can be an old and destroyed floor that needs replacing. 2. IF THEY ARE REPLACING SOMETHING THEY ALREADY HAVE, ASK ABOUT THE PRODUCT TO FIND OUT WHERE IT HAS FAILED THEM. (For instance, this might be a child or new pet. They may actually like the product and just want an update in color or to replace it because it’s just too old.)

3. ASK THE CUSTOMER ABOUT THEIR TIME FRAME. Many a job has been lost because the contractor wasn’t able to the meet the customer’s time requirements and couldn’t get the product. There’s nothing worse than thinking you have a sale and realizing your installers or fabricators are booked up, or the product can’t be shipped. 4. DON’T FORGET UNFORESEEN CONDITIONS. The customer often has issues that they haven’t yet told you about. The house is under construction, there is no heat or power on the job, or there’s too much snow to get into the house. We’ve all had it happen when the weather has screwed up a perfectly good job. I remember having to go on a commercial job, and all the outside doors were incorrectly cut allowing the temperature to be below recommended installation temperatures. 5. DON’T FORGET BUDGETS. I hear over and over: Never discuss budgets with the customer. There’s a point when you have to clarify and verify the total amount of the bill, so you will know if you’re on the right track. This is the time to go back to the original “conditions of satisfaction” with the customer.

Often meeting these conditions means the customer will have to rethink their budget. Staying on track with the customer’s conditions is bound to produce the right sale for both the salesperson and the customer.

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MAIN STREET/ COMMERCIAL FLOORING APPLICATIONS OVERVIEW There is a long love affair in America with the idea of “Main Street.” If you’re old enough, you may remember an actual Main Street, perhaps even pre-dating the retail franchise and interstate junction boom of the late 60’s and early 70’s. On the old-fashioned Main Street, you found the local pharmacist, hair salon, grocer, hardware store, and something called a “five and dime.” All were privately owned. Nowadays, that type of Main Street exists primarily in smaller towns or at Disney World. As a flooring category, “Main Street” is alive and well. That’s because it encompasses more than “mom and pop” retail establishments. It also includes anything from small offices, such as doctor, dentist or chiropractor; all manner of retailers, from wedding dress shops to consignment stores to tattoo parlors, cafes, juice bars and hundreds of other Main Street establishments… or miles from it. Moreover, the office space at home used by today’s telecommuter should be included. Today, Main Street is literally everywhere. Main Street Commercial Flooring is different than Specified Commercial Flooring because it is sold through the distribution and retail channel.The Specified Commercial Flooring market is huge, but Main Street is even larger. That’s because Main Street business is, in effect, the “small business” sector in America ; businesses that have less than 500 employees. According to the SBA, small businesses make up the bulk of employment opportunity — about 57 million. And there are about 28 million of these businesses in the U.S. and they account for 54% of all sales. But to the floor covering industry, here’s the quote from the SBA that really matters: “The small business sector in America occupies 30 to 50% of all commercial space, an estimated 20 to 30 billion square feet.” So while big national chain stores consume 60,000 to 100,000 sq. ft. of floor space at a time, Main Street retail typical bites off much smaller chunks at 500 to 2,500 sq. ft. and that’s ideal for the Main Street Flooring Retailer”.

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There’s a reason there is such a thing as “Main Street” type flooring, luxury vinyl or otherwise;it’s made sturdier than home flooring. For example, with our new NovaFloor® Abberly™ or Davidson™ collections, you get a 10-Year Heavy Commercial Warranty, as well as a Lifetime Limited Residential Warranty. Of course, you can also put either of these gorgeous collections in your home, but for Main Street, they can “take it.” What we built into our Main Street lines: 1. A thick plank: 2.5 mm for direct glue, 5.0 mm for clic 2. A thick wear layer: 20 mil polyurethane CeramGlaz™ coating 3. Really great looks! Why durability and performance are important Among the myriad of details and concerns the Main Street business owner should have, the floor of his or her business shouldn’t be one of them. And yet, a shabby or worn floor can reflect badly on the business image. Most businesses have very predictable “traffic patterns” where customers and employees will traverse frequently, during the work day, or there may be excessive furniture or roller traffic. Any of these can take a toll on flooring. Foot traffic or usage considerations Direct glue applications with a LVF commercial grade wear layer will handle high traffic scenarios, rolling loads, etc., making this a great Main Street product. “Floating luxury vinyl flooring (Clic systems) is fine for straight foot traffic areas and medium weight static loads, but if more dynamic loading is present, this might not be the best option”, says Jim Kups, North America Technical Manager for Novalis. To “float or not to float” a Main Street floor? According to Jim, the simplest answer is that there are three major considerations for luxury vinyl flooring: Temperature, traffic and substrate. Installed environments with non-controllable temperatures are better with direct glue installations. Dynamic loads and very heavy traffic are better with direct glue installations. Difficult to bond to substrates, such as a poor concrete surface or hard to bond to wood floor is perfect for a floating floor.

Novalis Innovative Flooring #ThePlaceForLVT

T U R N S YO U R S H OW RO O M

INTO A MAIN STREET PROFIT CENTER You won’t find a better Main Street LVT line than the selection from NovaFloor ® by Novalis. From X-Large planks and tiles to Multi-Width. From direct glue to clic to loose lay. We have the styles, performance features and value to make your store the Main Street destination. Visit NovaFloor.us or call 704-799-1111.

HIDDEN OPPORTUNITIES A R E YOU OV E R L O OK I NG H I DDE N PROF I T CE N T E R S? We’ve all heard the terms valued added, back end selling and after sales selling. What do they really mean, and how does a business provide something valuable for the customer? The greatest cost of any transaction is in the first sale. Unless you’re selling a product such as a Rolls Royce, you will need additional sales from the customer to be profitable. Let’s say every customer costs $100.00 to bring into your store. This means that you actually have to add $100.00 to the cost of every customer. If you also discount the sale, there’s a good possibility the sale doesn’t make you very much money. In order to make this happen, you must have products that your customer will want or need to purchase after the sale. CLEANING PRODUCTS. Every product needs a different kind of cleaner, so why not find one that you can private label? In addition to cleaners, some products need polishes and sealers. Makes sure you have them all in stock for your customers.

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EXTENDED WARRANTEES. I’ve heard flooring dealers say that flooring warranties have no value. I don’t know a product on the market, particularly electronics, that doesn’t have an extended warranty no matter how cheap the product may be. The warranty becomes a problem when the salesperson doesn’t explain what it means. Most stores have a warranty on the installation, with exclusions. Why not offer a paid warranty to pick up the exclusions? If you have a two year installation, why not offer a lifetime one? Installation is the most important part of your business, so provide as much coverage as possible. PROFESSIONAL CARPET CLEANING. All carpet must be professionally cleaned. Are you doing the cleaning, or allowing someone you don’t know into your customer’s house? Eventually the customer will need new carpet, and will ask the cleaner where to get it. If the carpet cleaner has someone other than you that they work with, you’re out of luck. Either do the cleaning or find a “cleaning partner” and work out the details, so you can give the customer what they need and make money as well. You can also sell a discounted cleaning package.

COMMERCIAL JOBS. When it comes to the commercial business, beware. Start small when building your commercial business, whether it’s negotiated or bid work. Chances are you won’t be paid as quickly as you are for your residential work, so cash flow may be a problem. Look for jobs that make you money and aren’t jobs that just have big numbers. Keep your margins up, not your volume. You might be able to provide the flooring and not the installation. Also consider doing the final building cleaning. This can be very profitable. PROFITABLE PRODUCTS. Can you provide window treatments, shutters, painting or construction? If you have the skills and the personnel, they are all a good fit. Shower doors go with bathrooms; kitchen cabinets are a natural with kitchen floors. SELLING VACUUM CLEANERS. I have always thought that selling vacuum cleaners was one of the best products on the market. There are vacuum cleaners now available that will vacuum hard surfaces and the very thick carpet. The very thick carpet has been causing a problem for years. In fact there are vacuums on the market that actually get caught in the carpet and destroy the fibers. There are several new vacuums that are being sold today that can clean this new thick carpet as well as flat carpets and hard surfaces.

DON’T OVERLOOK THIS VERY IMPORTANT CERTIFICATION: MINORITY OR WOMEN OWNED BUSINESSES Is the majority of your business owned by either category? If so, apply for certification and get yourself an advantage on certain jobs. This can be very lucrative.

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NovaFloor Birkdale Burnished Oak-Lodge Multi-Width Planks

N OVA L I S P U T S T H E

FASHION IN MAIN STREET FLOORING

Novalis Innovative Flooring, a leading maker of Luxury Vinyl Tile in the world, brings its design and manufacturing expertise to bear on three extensive collections designed for Main Street installations. With Birkdale™, Abberly™ and Davidson™, retailers now have a complete portfolio of products to satisfy the needs and tastes of any business or residential customer.

Birkdale sizes are “non-traditional”: X-Large Planks, X-Large Tiles or pre-packaged MultiWidth Planks that make a unique and impressive design statement for any room. Birkdale brings six beautiful wood looks inspired by famous resort ski lodges in X-Large LVT Planks measuring 9” x 60”. Two installation methods available: Glue-down with Novalis branded adhesive or NovaLay™ (loose lay). The bigger the better! Birkdale tiles establish a whole new level of room design with their generous area dimension of 18” x 36”. They are available in six luxurious looks of natural travertine and trendy brushed concrete. They come in two installation methods: Glue-down with Novalis branded adhesive or NovaLay™ (loose lay). Glue-

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down allows for grouting between tiles with Novalis matching grouts (residential installations recommended only). Wood flooring with planks of varying widths are common in many of the in-town lofts, boutiques and small shops of some of the nation’s trendiest boroughs. Now Birkdale brings that flooring design to LVT in six pre-packaged 5”, 6” and 7” wide planks by 48” length. Birkdale makes it easy to get that same look in your décor and many styles feature saw marks so authentic looking, you’ll think they’re real! Abberly by Novalis is luxury vinyl flooring reminiscent of a carefree jazzy style It was a time of speakeasies and flappers. And what we now call Art Deco was everywhere. Novalis rediscovers its sublime elegance and geometric boldness in the classic

NovaFloor Abberly Ornamental Decor-Jazz and Concrete-Prohibition Tile

patterns and style of this bygone era. Now matched with concrete-look tiles and wood style plank accents for a fresh, contemporary floor fashion statement called Abberly. Designed for the demands of Main Street, Abberly is right at home in restaurant or retail settings, providing all the performance and ease of maintenance you could ever imagine. Who says Main Street has to be boring? Now there’s Davidson by Novalis Today’s spaces, whether they are professional offices, retail shops, community centers, or business lobbies, need never been plain, drab or unexciting again. Every business or organization knows you can tell a lot about its quality by its décor style. And nothing conveys style better than Davidson. Davidson matches your customer’s desired business style with some very desirable looks, such as distressed concretes, refined walnuts and European white oaks. All in colors and textures that complement any décor, whether it’s at home or business. Learn more about the Novalis Main Street LVT lines and see all the support, plus the variety of style and color choices by visiting NovaFloor.us. You can also check out Novalis Innovative Flooring on Facebook, LinkedIn and Pinterest.

WELCOME TO ELEGANCE BY EVERY MEASURE. WELCOME TO BIRKDALE FROM NOVALIS. NovaFloor Davidson Petrified Concrete-Astor and Wythe Tiles

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sell more TO THOSE YOU KNOW HINT: THE PROFIT MAY BE UNDER THE FLOOR COVERING We hear a lot about the importance of new customer acquisition these days and with good reason, but selling more to existing customers is the fastest way to increase sales and profits. The most overlooked way to do this is with the subfloor, an area with which the flooring customer almost always needs assistance. The greater the irregular surfaces, high moisture levels, cracks, and residual contaminants with a subfloor, the greater the opportunity to help customers and in the process sell them subfloor products that they really need for a successful project. Making the subfloor an integral part of the discussion for any flooring project is the best way to ensure that the customer gets what is needed and the flooring retailer maximizes the overall product offering in the sale. It’s a clear win for both. Subfloors are important and they are getting more so given the tremendous growth of floor coverings such as LVT that require better, smoother subfloors. LVT sales grew 27% from 2014 to 2015 and the growth rate is increasing further still in 2016. Vinyl sheet & floor tile, ceramic, and hardwood flooring are also seeing significant gains. The common element with all of these categories is the importance of the subfloor. Finding a subfloor products manufacturer that offers integrated solutions is paramount. Schönox takes a holistic approach with subfloors offering everything that is needed for addressing the toughest subfloor issues as well as the day-to-day needs common on every flooring project site. The company provides primers, moisture mitigation systems, patching and smoothing products, floor-leveling compounds, and adhesives that are certain to work well together. Schönox focuses on subfloor products that are faster, safer, and smoother – attributes that customers really need. So often with a flooring project failure, the floor covering is blamed, but the subfloor is the real culprit. 44

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Arming a customer with the subfloor products needed to address the issues and get a successful outcome ensures that customers are repeat customers. In the process, flooring professionals provide great value and expertise to the customer growing a trusted relationship that endures over time and pays dividends to both. In the past, subfloors may have been ignored and many problems were covered over with floor coverings that hid those problems. Design trends and consumer tastes have changed and that’s all the better for flooring professionals. Providing integrated subfloor solutions sets customers up for success and provides additional sales and profits for floor covering professionals.

A full line for your bottom line. • PRIMERS AND MOISTURE MITIGATION SYSTEMS • REPAIR, PATCHING, AND SMOOTHING COMPOUNDS • FLOOR LEVELING COMPOUNDS AND UNDERLAYMENTS • WATERPROOFING MATERIALS • ADHESIVES

*A true Schönox enthusiast. Not a paid actor.

Subfloor Solutions Schönox produces primers, repair products, floor leveling compounds, waterproofing materials, and adhesives that can successfully take damaged, uneven subfloors through to finished floors ready for use. We work daily to develop solutions that are innovative with regard to performance as well as environmental stewardship. In the past, subfloors could often be overlooked. Now, no one should want to overlook them. We know how important a properly prepared subfloor is to the successful outcome of any flooring installation. Broken concrete, uneven surfaces, cracks, pits, excess moisture, etc. are problems facing nearly every project. Schönox products are a wise investment in solving these issues. Our products ensure the final result will be a subfloor ready for any application, while saving you time, money, and hassle. Our team is ready to assist you with your next flooring challenge. Let us know how we can help.

Toll Free: 855.391.2649 HPS North America, Inc. is a TMT America Company

www.hpsubfloors.com

The HYDRO BAN(R) Shower System products provide a single source for your entire tile or stone shower installation including barrier free showers.

Waterproof and Barrier Free 46

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In order to properly execute these installations without the benefit of a traditional curb placed at the shower entry; the use of high tech installation materials and drains need to be implemented. The best installation methods utilize a complete waterproof connection between the waterproofing membrane and the drain placed at the surface of the tile installation – which minimizes the height of the overall installation. Therefore, there is no need for the full bulky 1 ¼” to 2” (31mm to 50mm) thick mortar bed and curb that is required in traditional shower pan installations. These methods allow water to shed right at the surface through an integrated bonding flange type drain system or a linear drain with a bonding flange or lip, which receives the waterproofing membrane. The slope in the shower assembly can be started from a much lower profile while still maintaining a 1/4” per foot (6mm per 300mm) slope. These assemblies provide a dramatic improvement when compared to the traditional bulky thick bed mortar installation systems. ANSI A118.10 compliant waterproofing membranes (e.g. LATICRETE HYDRO BAN and LATICRETE HYDRO BAN Sheet Membrane) integrate into both drain types to ensure a complete waterproof system. When using a complete installation system from a single manufacturer source, an extended comprehensive systems warranty can apply. The HYDRO BAN Shower System products; Drains, Pre-Sloped Shower Pans, Performed Seats, Benches, Shelves, Niches and liquid or sheet applied HYDRO BAN Waterproofing Membrane that are designed for use with LATICRETE(R) installation materials. Backed by a comprehensive system warranty, the HYDRO BAN Shower System allows for a high quality rapid shower installation from standard to barrier free.

HYDRO BAN Shower System ®

A complete line of waterproof shower components including barrier free solutions. WEDGE WIRE!

Available in brushed and polished

Pre-Sloped Shower Pans

Preformed Shower Accessories

LIFETIME* Warranty Snap for more information.

Linear and Square Drains

Install over existing substrate or recess floor ■ Designed for safety, comfort and easy access ■ Waterproof and ready to tile ■ Constructed with lightweight high density polystyrene ■

www.laticrete.com

l 1.888.786.6343

Globally Globally Proven Proven Construction Construction Solutions Solutions

OUTSMARTING COMPETITION the Find ways to get connected to the community. Put programs together that involve your customers and your staff, so they get to know one another. Have customer clubs for those that have purchased lots of products from you. Recognize these customers with special thank you notes from the owner, special gifts, a gift certificate to a nice restaurant, or tickets to a sporting event. Take part in a cause that has meaning to you and your staff. What is important to your staff, who would you like to support? Help the organization raise money, take part in their fund raising events, or have your own fund raiser for them. Involve your customers in your event; find out what is important to them and then get them involved. This gets you closer to them and you become a trusted friend, rather than just the nearby retailer. Encourage your employees to take part in the

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community. Pay for their memberships as well as give them time off to be part of the community. Tell them that you want them to determine how their attendance will benefit the agency and your business. Plan attendance at the local home show. Have product demonstrations; set up demonstrations and giveaways every hour. Be sure and ask every customer if they are now in the market for flooring, or if they will be in the near future, and can you contact them at that time. Have photos of your installations with you, as well as your awards and your company certification. Develop a kids program. Kids grow up to be customers as well as employees. Make sure they have their own special spot in your store with a video and games. When they leave, give them a manila envelope filled with some fun stuff. Tell them if they come back again, you will have another gift for them.

HIRING A CERTIFIED INDEPENDENT FLOORING INSPECTOR A certified independent inspector is extremely knowledgable in all types of products and installation techniques, although many do specialize. Being certified means that the inspector has attended one of the recognized inspections, and has taken the tests necessary to obtain the certification. These schools have rigorous testing, and inspectors must be knowledgeable in all flooring areas. Inspectors are capable of providing information on product installation and trouble shooting product installations. They are up to date on current installation and industry standards, and have this information available to them. Most inspectors attend product and installation schools offered by product suppliers. These experts spend most of their time determining the source of problems. What happened, how did it happen and, often times, who is responsible. They do not necessarily recommend how it is to be corrected unless they are asked to do so. Consumers are seeking out independent inspectors to determine how to handle an existing problem. Maybe they have not received satisfaction from the installer or the store, or they are in the process of making a purchase and are looking for some expert advice on how to proceed with a project. Inspectors consider themselves neutral parties who are hired to collect facts. On some occasions, the source of the problem is obvious. However, in other times more testing is required, and the product is sent to a testing laboratory. Why hire an inspector? You need additional information on a problem from an expert when the source of the problem, or maybe the solution, isn’t clear. Some problems are not simple and may require additional testing. That’s when you receive conflicting information on a problem and need an independent outside source to provide data. Inspectors are taught to look for data to back up their conclusions.

Install a hot line for customer comments. Make it a red phone with an 800 number that also has a voice mail. Do you have an adult buyers program? For everything you buy you get points; for installations you get points; for referrals you get points and also for participating in your fund raising. Determine gifts for each point level, and make sure that these gifts are attainable. If you hadn’t bought from us where would you have gone? After you find this out, shop the store and see what they do. Install a hot line for customer comments. Make it a red phone with an 800 number that also has a voice mail. This phone should he monitored by the customer service person or the owner. Spend time in your local box stores in the flooring department. Wait until a customer buys, and then explain that you are interested in purchasing carpet and you want to know why they purchased the carpet at this store. This will give you new information about your customers.

CONSIDER A PRICE GUARANTEE This tells the customer that you have done the shopping for them and it’s not necessary to continue shopping. Make sure that you know everything about them, especially about their customer service policies and complaint procedures. If they have the same products that you have, consider getting rid of those products, and replacing them with more unusual items. Be a leader in this area.

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BENEFITS OF THE RIGHT SOFTWARE CHOICE So how can something as simple as software make such a difference? It isn’t just one thing, but a combination of many things that generate extra profit. Benefits like: • better organization and streamlined operations • eliminating mistakes • preventing overpayment to employees, installers, vendors, and the government (taxes)

SHOW ME THE

MONEY

BY CHAD OGDEN

How the Right Technology Delivers a Powerful ROI I believe most retailers realize (sometimes grudgingly) that technology is a must in today’s marketplace. A sizeable portion of these retailers likely now have a website and an online listing for their stores. They may even own a smartphone and know how to play a game or two on it. But too many retailers are still in the dark about the significant, game-changing impact that the right technology can bring to their business, their bottom line, and their peace of mind. As the owner of QFloors, a flooring software business, I’ve been the fortunate eyewitness to many success stories. While technology can help in many areas, let’s focus on business management software. Business owners are often worried about the cost of industry-specific software. Especially when they can limp along using generic accounting software from the local office supply store. But it’s important to look at not only the purchase price, but also the return on that investment. What is going to make them more money in the end?

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• more accurate reporting and tracking • ability to do more volume without adding overhead • instant real time profitability information • time savings which allow you to be more focused on what is important These benefits, and others, all combine to deliver savings. Technology should result in sizeable efficiencies in the heart of your business. It adds up, and in the end, you need all of these advantages to be competitive. Chad Ogden is the CEO/President and developer of QFloors flooring software. He grew up in the flooring industry, has a BS in Computer Engineering, and worked many years in the technology field before coming back to his flooring roots. He currently serves as the Secretariat of the fcB2B committee and is a widely recognized industry leader in floor covering technology. To contact him, e-mail chad@qfloors.com or call 801-563-0140.

When technology does its job, it should impact your success as a company. Technology should increase profits and productivity. It should lower overhead, boost operational efficiencies, and allow you to sell more. It should give you quick access to an accurate view of exactly what is happening in your business, and the insight to respond appropriately. The right technology can even make a difference in your survival. Case in point : November 2007 through December 2012 were tough years for the industry. I’ve seen several reports estimating that between 20-25% of retailers in the industry went out of business. My company also tracked what was happening, and during that same period of time, only 3% of our customers who reported they were using QFloors software on a daily basis went out of business; 97% weathered the Recession. The difference between 3% and 25% is too remarkable to ignore. And when I talk with our customers, they confirm that using the software had a major role in keeping them afloat. But it’s more than simply surviving lean times. Technology should help you grow a successful, prof-

itable business. If it’s not, you’re either not taking advantage of all it has to offer, or you’re not making the right purchases. Last fall QFloors’ CFO Trent Ogden conducted a study. He compared QFloors customers’ EBIDTA numbers (basically their profitability) against published industry averages. The results happily surprised even us. The QFloors customers were twice as profitable as the industry averages for other similar-sized flooring businesses. The QFloors users had an average EBIDTDA of 5.63%, compared with the industry average of 3.03%. When you apply this 2.6% difference to a $1M company, it comes to $26,000 more per year. A $5M company would recognize $130,000 more per year as a QFloors user. Make sure your technology is paying you back. If it isn’t delivering on that investment, something’s wrong. Make it show you the money.

DON’T MISS YOUR

TO LOWER OVERHEAD & STRESS

IT UP! User-friendly flooring software.

Installation Scheduling Re-Imagined! Overwhelmed by the demands of managing installation? RollMaster has an App for that. The newest addition to RollMaster’s ongoing growth is the RM Web Install Calendar. This App steps up the entire game of interactive data and workflow processes between office, field, and customer, creating complete scheduling transparency and valuable, time-saving efficiency.

Imagine having access to all your scheduling data at your fingertips at any time from any internet connected device. From the office, instantly upload new installation data, viewable by anyone within your company or installation crews with RM Web Cal login credentials. From the job site, capture a customer’s signature and snap photos to upload for proof of completed installations.

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From anywhere on any internet connected device, view daily, weekly, and monthly scheduled installations either by installer or by type of installation, or view all installs for the entire company. Basic information appears in color-coded boxes indicating the type of installation, and additional data appears by hovering over a particular job. Complete job details, including customer contact info, any notes, photos, diagrams, etc., can then be viewed via a click quick. A navigation app and quick-call feature also appear, along with an option to capture a customer’s signature. Perhaps one of the most important features the RM Web Install Calendar provides is to professionalize your installers and then clarify whether you classify installers as independent or employee. Mistakenly classifying an employee as an independent contractor can result in significant fines and penalties from the IRS. With clear processes for scheduling and uploading a subcontractors billing, this App can help legitimize a subcontractor as independent. The RM Web Install Calendar is currently integrated with RollMaster Software, a complete Business Management Software program. For more information, please call (800) 777-4107, opt. 3, or Email info@rmaster.com.

The

RollMaster Solution! Business Management Software

RollMaster is a complete Business Management Software System that allows you to manage every aspect of your flooring business. By integrating and automating all departments and business processes, critical information is at your fingertips, from lead tracking and work in progress, to inventory and job costing, on through to accounting and financials. One software to manage it all. NOW FEATURING:

RM Web Calendar – Web Based Installation Scheduling The newest addition to Rollmaster’s ongoing growth is the RM Web Calendar. This add-on feature steps up the entire game of interactive information and integrated work processes between office, field, and customer. Whether you’re in front of a computer or on your smart phone, the RM Web Calendar allows you to stay in touch with your job schedule, while providing seamless information to your staff/installers in the field. This not only makes it efficient and informative, but FUN to be so interactively involved. Here’s some highlights: • 24/7 Access—Installers, Salespeople, Staff can view jobs from anywhere at any time with an internet connected device • Access electronic documents (diagrams, job notes, etc.) from jobsite and upload photos, invoices from anywhere • Signature capture allows customer to sign-off on completed jobs • Subcontractors can provide electronic job documents (i.e. bids, proposals, invoices, etc.) from their legal independent installation entity, which may clarify the independent subcontractor relationship between the parties

VISIT US AT TISE 2017 BOOTH #: 3921 info@rmaster.com | Ph: 866-822-4904 | www.rmaster.com

Why

Laminate also has a ‘green’ side. It uses recycled and nature-based materials, including paper, aluminum oxide and environmentally friendly manufacturing techniques.

CUSTOMERS BU Y

LAMINATE FLOOR I NG

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Laminate is a high-tech product that delivers great style, durability, ease of installation and maintenance. Laminate is a high-tech product that delivers great style, durability, ease of installation and maintenance. It’s available in strip, plank and tile formats for limitless designs that duplicate the appearance of wood, ceramic and porcelain tile and stone— even textiles, and it can be installed above or below grade. Make the suggestion to personalize your laminate installation with contrasting borders or medallions. Mix with other laminate styles (say, wood with stone) or the real thing. Help your customers explore special treatments like beveled edges, wide planks and hand-scraped surfaces in gloss levels ranging from matte to shiny and colors that even nature would envy. Laminate is easy to get around on, yet stands up to heavy traffic. It is stain, fade, crush and scratch resistant, thanks to extremely tough wear layers. Direct customers to Look for products with matching trim. Costs of the product vary. The speed of glue-less, snap-together installation, even quickly under appliances and around islands, is where the customer will save most doing it themselves or bringing in a pro. Many consumers are concerned about our environment. Laminate also has a ‘green’ side. It uses recycled and nature-based materials, including paper, aluminum oxide and environmentally friendly manufacturing techniques.

EDUCATE YOUR CUSTOMER THE NEW LOOK OF LAMINATE FLOORS For years, laminate was considered a stepchild to wood. Because it’s not made of wood, it was considered inferior. Technology has changed the consumer’s perception; laminate is in its own category now, making it the right product for a busy household with active children and pets. With varying board lengths and lifelike patterns, it can literally be installed anywhere in the house. Because of its construction, laminate is comforting underfoot and insulates against sound. Its aluminum oxide wear layer makes it easy to clean, antibacterial, anti-mold and antistatic. Most laminate floors are stain, fade, crush and scratch resistant, thanks to their aluminum oxide wear layer. Aluminum oxide is extremely hard and second only to diamonds in hardness, making it extremely scratch resistant. Many of the cores, backings and joints are treated with water repellent chemicals and paraffin, making them appropriate for kitchens and even bathrooms where moisture is present.

Using renewable and recycled materials and featuring low emission levels makes laminate a green product. Many laminate manufacturers participate in environmental labeling. R E TA I L ER ’S G U I D E T O G R E A T E R P R O F I T A B I L I T Y

WAYS TO TALK ABOUT

BY BILL DEARING, PRESIDENT NORTH AMERICAN LAMINATE FLOORING ASSOCIATION

LAMINATE TO INCREASE PROFIT

It is with great sadness that FABULOUS FLOORS Magazine and the WFCA announces the passing of our dear friend and President of the North American Laminate Flooring Association (NALFA) Bill Dearing, following a long illness. He was a champion for the laminate industry and visionary man for all seasons.

1. Durability People don’t just need floors to walk on; they need floors they can live on. Laminate stands up to the rigors of daily life, including wear from dogs, cats, kids or even high heels. The secret? Laminate is made of layers. Each layer builds on the previous to create a floor that supports both life and design. An underlayment, which may be built into the product, reduces noise and softens impact. The next layer, comprised of melamine resin, is responsible for moisture resistance. The core is composed of a high-density fiberboard (HDF). This layer offers impact resistance and rigidity to give the laminate strength. Following these structurally essential layers are the decorative layer and a protective wear layer to resist damage. All of these layers combine to create a sturdy, wear-and stain-resistant floor that is easy to keep up. Unlike hardwood, it doesn’t need additional staining and won’t fade with UV exposure. Any damaged boards or tiles can easily be replaced individually. When customers select NALFA-certified laminate, which represents the best in the industry, they go home with a floor product that includes a limited lifetime warranty. As a result, laminate is a good fit for consumers looking for a cost-efficient option for hightraffic areas in their home.

2. Easy Installation The flooring industry is flush with product options: tile, wood, vinyl and carpet, to name a few. However, none has as high a potential for profit as laminate flooring. Its utility and quality under North American Laminate Flooring Association (NALFA) standards set it apart from comparable products. Understanding how to present laminate’s key selling points to consumers could increase your sales and cement your reputation as a knowledgeable retailer. The next time you discuss flooring options with a customer, highlight these five qualities that set laminate apart:

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To many consumers, flooring installation is a daunting process. If they are worried about the glue, nails and dry time of installing flooring, laminate is a good fit for them. Laminate has a click-and-lock assembly that floats above the subfloor, eliminating the need for glue or nails — plus the floating design means small imperfections in the subfloor are no problem. This also makes it less messy than alternative flooring options, such as luxury vinyl or hardwood. The simple installation makes it an excellent option for DIYers. With the right tools, these do-it-yourself customers can transform a space with relative ease.

THE TESTS BEHIND THE SEAL NALFA-certified laminate flooring not only meets and often beats national CARB Phase 2 emission standards, eliminating formaldehyde content, it also must stand up to a series of 10 durability tests. Those include: • static load • thickness swell • light resistance • cleanability and stain resistance

NALFA-certified laminate is a reliable, beautiful solution to your customer’s flooring needs. By understanding it, you can expand your client base, turn more profit and cement a reputation as a knowledgeable retailer. For more information about laminate flooring or the benefits of NALFA certification, please visit www.nalfa.com.

• large ball resistance • small ball resistance • water resistance • dimensional tolerance • castor chair resistance • surface bond

3. Quality Customers will search for the best quality for their dollar, whether they have a strict budget or carte blanche. One way for them to judge the quality of laminate is to search for the NALFA Certification Seal. NALFA-certified laminate products are among the best in the industry. To receive this certification, manufacturers submit their product for a rigorous, 10-step testing process performed by independent testing facilities. These tests ensure the product is a safe flooring option for retailers and consumers. Concerns about issues such as board-construction flaws and formaldehyde emissions — NALFA-certified laminate is CARB Phase 2-compliant — can be addressed by explaining the purpose and prestige of the NALFA Certification Seal.

4. Design Consumers want a product that will create a desired atmosphere and bring their space together. Laminate offers a unique solution to their budget and design needs. Excellent printing of nature’s most exotic surfaces allows customers to achieve the design aesthetic they are searching for without breaking the

bank with a more expensive flooring material. This ability to re-create a variety of textures has brought laminate to the forefront of the design world. Its versatility through imitation is extremely valuable; design options include everything from hardwood to marble to stone.

5. Eco-Friendliness Another consideration consumers may face when choosing their flooring is its impact on the environment. LVT, for example, is composed of petrochemicals and chlorides. In contrast, laminate is made from renewable and recycled natural resources. It’s also recyclable, complies with formaldehyde emissions regulations and requires no special glues or adhesives. Therefore, laminate flooring is less likely to have a negative effect on the environment than the PVC-based luxury vinyl.

QUALITY CERTIFIED LAMINATE FLOORING

R E TA I L ER ’S G U I D E T O G R E A T E R P R O F I T A B I L I T Y

PARTNERSHIPS for SUCCESS WHY INTERIOR DESIGNERS NEED TO BE AN IMPORTANT PART OF YOUR BUSINESS

Today most businesses have some dealings with interior designers.

Associations with interior designers can be very important to both you and the customer.

R E TA I L ER â&#x20AC;&#x2122;S G U I D E T O G R E A T E R P R O F I T A B I L I T Y

You can advertise for interior designers and bring them to your showroom and explain how you can work together. You can also have them educate your staff on color and style so they will be able to recommend the right designer. How will you work with them? First talk with them about their qualifications and ask for testimonials and photos of completed jobs. States have different laws about certification; itâ&#x20AC;&#x2122;s good to know if a designer has been certified and what they consider to be their best skills. As you get to know them better, you may want to put their photos on your web site along with photos of their jobs, their qualifications and their testimonials. This can only improve your business and bring in customers willing to spend more money.

CONSIDER INTERIOR DESIGNERS AS YOUR BUSINESS PARTNERS What are their specialties and what do they do best? Designers have specialties, today one of the growing ones is designing residences for aging in place. As baby boomers get older, most want to stay in their homes as long as they can. This means their homes have to be â&#x20AC;&#x153;aging friendly such as wheel chair assessable if necessary. Who do they know that might be good customers for you? Who have they been buying flooring from and what type of flooring do they need? Do they do large commercial jobs, work with schools or hospitals? Do they have connections that will increase your business? Decide how you will work with them? If they bring you a flooring customer, will you pay them a commission on top of the job or do they want a discount so they can bill the customer? I know several flooring contractors that give their designers a key to their show room with special products and pricing for them. Whoever you work with should be considered a new business partner. They can also help you build traffic by posting your flooring on social networks and making sure you get testimonials on your products. Consider interior designers consultants for your business. R E TA I L ER â&#x20AC;&#x2122;S G U I D E T O G R E A T E R P R O F I T A B I L I T Y

Design. Diversity. Dedication.

If you believe interior design impacts life in positive and transforming ways, ASID is the association for you.

ASID members are trained to create the spaces where we live, work, play, and heal, and are specialists across multiple disciplines and areas of expertise. Residential, commercial, healthcare, hospitality, entertainmentâ&#x20AC;Śwhatever your specialty, the diverse ASID community welcomes you.

DISTRIBUTION OF PRACTICE AREAS

Residential: 36%

Multihousing: 11%

Office/ Branded Environment: 15%

Membership in the design industryâ&#x20AC;&#x2122;s most prestigious society gives you more than professional credibility. It connects you to a network of peers, thought leaders, and luminaries. You will engage in a variety of educational and leadership opportunities while growing in your career and keeping up with the latest trends and innovations. ASID membership will provide the support you need to reach your full potential as a designer and will provide you with the tools you need to make a difference in your world.

Healthcare/ Education/ Government: 20%

ASID.org/join

Hospitality/ Retail: 18%

TIPS for

SELLING AREA RUGS

Rugs provide what’s called eye relief, offering interesting colors and textures, creating special-use spaces like conversation areas, and breaking up large expanses. Though arguably the oldest floor covering, area rugs are always fresh and new. These days they’re as much about style, art and fashion as they are about protecting our floors. Rugs provide what’s called eye relief, offering interesting colors and textures, creating special-use spaces like conversation areas, and breaking up large expanses. The colorful nature of area rugs means you can quickly change the feel of a room by changing accessories to pick up different colors, shades and tones and especially effective technique for redecorating homes seasonally.

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Rugs are extremely versatile. They’re at the top of the list for making instant do-it-yourself luxurious makeovers. Because they are portable they can begin in one room and move to another as your tastes evolve, you can take them with you. But the true function of the area rug is fashion. They’re colorful and patterned to be intriguing. They break up an expanse of flooring like wood, ceramic, laminate and resilient, and the trend among designers these days is to use them in a layered fashion—often with pillows or tapestries, even over wall-to-wall carpet to create a focal point or make a personal fashion statement.

DO YOU KNOW WHY YOUR AREA RUGS DON’T SELL? Retailers either do well with area rugs or they don’t. I think the mistake with area rugs is to see them as a separate category. Yes consumers come in looking for area rugs but the area rug has a purpose. A salesperson, who understands how area rugs are used, has a much better chance of selling them. To sell them, you have to think like a customer. What is the customer trying to achieve? How it wil be used? it be the focal point of the room? Like a magnificent 1. Will vase or picture, an area rug can stand on its own. You will need to know more about the room to determine the purpose of the room. area rug can create pockets of intimacy in a room. It 2. An can pull a sofa and chair together and build a cozy space in the room. link rooms as well as colors and patterns. An area 3. Itrugcancontaining colors of two rooms will make the rooms feel friendlier. with a hard surface floor, an area rug can be ground 4. Used cover for a floor. Hard wood floors can be made more striking by adding area rugs. The eye will enjoy moving from the wood to the area rug making both more interesting. rugs define an area, making it seem more formal or 5. Area informal. might want to purchase scale furniture cutouts to help 6. You visualize what is presently in the room. Include swatches of wall paper, paint and drapery samples as well as floor samples. Determine the walk around and moving space where the rugs will go. What is necessary to accommodate sitting, standing and working? You may not want them in heavy traffic lanes. Although they certainly can be walked on, you don’t want them to become a place to wipe your feet on as you come in from the outside. f the customer is buying hard surface, suggest the possi7. Ibility of adding an area rug at the same time. As elegant as wood floors are, they can be very dull; an area rug can make them pop. Choose an area rug that creates emotions and encourage the customer to purchase something that delights and excites her. Area rugs can be seasonal, suggest the customer purchase more than one for the same area.

ONLY

13%

OF CUSTOMER’S BELIEVE A SALESPERSON CAN UNDERSTAND THEIR NEEDS.

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READY TO FILL YOUR HEAD WITH SO MUCH EDUCATION IT MIGHT EXPLODE? In cooperation with Benchmarkinc, the WFCA has designed an unprecedented university especially for flooring retailers. The online and live format is packed with training for every position in your organization from the owner to sales associates and the results from this training have been mind-blowing. The strategies presented have been tried and tested over the past fifteen years and are part of the daily operations of some of the most successful retailers in the industry. The best part is that classes are taught by instructors that are currently working in the industry and hold the very position they are teaching. Thatâ&#x20AC;&#x2122;s right, you will learn about sales management from a Sales Manager and selling techniques from someone who currently sells more than $1,000,000 a year. Howâ&#x20AC;&#x2122;s that for real life knowledge?

The Gist: The WFCA University offers both live training and a robust online platform. We tackle the most pressing issues faced by todayâ&#x20AC;&#x2122;s flooring retailer by providing training that is unique and highly effective. Our online modules are packed with great strategies and are highly entertaining, while our live camps are designed to provide more in-depth training in a collaborative environment. What we teach, and how the content is delivered, will not be found anywhere else!

The Content: The first step is to attend a live camp. During these sessions you can learn how to better manage your sales team by attending the 2-day Sales Management Camp, find out what it takes to improve productivity and profitability of your business by attending the 2-day Owner Camp, secure millions in untapped business by sending your Hunter to the 2-day Outside Sales Camp, and turn your rookies or burnouts into selling superstars by sending them to the 3-day Inside Sales Camp. Need some detailed supplemental education? No problem. The Online University has all you need with forty-five (45) courses covering selling skills, merchandising controls and pricing strategies, budgeting and financial metrics, sales management, to recruiting and paying productive employees. The rich content can be paused, replayed, and accessed over and over until the concepts are deeply imprinted to memory. The platform even provides certifications and testing at the completion of each course.

The Cost: The investment in attending the Inside, Outside Sales, and Sales Management Camps is $1,295 per attendee. The fee for participating in the Owners Camp is $2,500 per attendee. The cost to your business of not sending someone to these camps is astronomical! Unlimited access to the Online University if offered at $99 per month for ten (10) or less users and $149 per month for eleven plus (11+) users. This is less than the cost of one Big Mac per day and much better for you.

Next Step: To gather more information about this awesome offering check out www.wfca-pro.org and to register for the camps or the online university at http://www.bmarkinc.com/training/wfca-university.html. POWERED BY

Don’t miss out on the last camps of 2016.

Who should come?

This camp is meant for business owners and/or members of the executive team. Whether you want to fine-tune your organization or need to get out of your “business as usual” rut, WFCA University has proven objective methods to take your organization to the next level.

Do you want to hire a brand new salesperson but you don’t have a training program to catch them up to speed? Do you have a professional that has been around for years and needs to be refreshed? This 3-day camp will turn your newbie into an all-star and give your current salesperson new vitality.

Build up your team’s strength with WFCA University.

K NOW YOU R

WOOD

Wood is a natural product with its own natural characteristics and beauty. There are lots of variations in a floor, and no two boards will look alike.

First, know where the wood is going to be installed. Solid wood is not meant to be installed below grade, so the first question needs to be, where is the wood going to be installed? If a customer is looking at wood and sees a piece that she likes, ask the questions, where is it going to be installed. If necessary, you will have to explain the above and below grade thing. Wood is a natural product with its own natural characteristics and beauty. There are lots of variations in a floor, and no two boards will look alike. This is the good and bad news! Pointing this out to the customer may save you big problems later when the wood is being installed.

R E TA I L ER ’S G U I D E T O G R E A T E R P R O F I T A B I L I T Y

Want to increase the value of your home? Add wood. In a national survey, 55% of real estate agents said that homes with wood floors not only add lifetime beauty but are easier to sell and add an additional perception that the house is worth more money. Unless severely damaged by fire or severe flood waters, wood never has to be replaced. What does the customer want from the wood floor? Is he or she aware that it will dent, darken or lighten, depending upon the species and amount of sunlight in the room? If a pet has a “bad” accident, it may actually change the color of the floor or add mineral streaks to the floor. Why do customers buy wood floors? What is their experience with wood floors? Wood floors denote quality and also deliver a perception of good taste. These days, there are limitless choices of colors and, specifically with exotics, can even add more value to the customer’s perception. Find ways to do different things and get your suppliers to train on creating custom floors. The new tongue and groove hardwood floor means that wood can be installed without nails and

EDUCATE YOUR CUSTOMER WHICH IS BETTER, SOLID OR ENGINEERED WOOD FLOORING?

WHAT DOES “GRADES OF WOOD” FLOORING MEAN? No, your wood flooring hasn’t gone to school, but it does get graded along a scale from “select to rustic.” Select has the most uniform color and clearest grain. Natural will have some variation in color and occasionally some small knots, while rustic grades, with the widest color variations from board to board, will also have larger and more frequent knots. glue. This makes it possible for customers to install their own wood floors without fuss. Don’t forget to ask who will be doing the installation and ask the customer if they have the right tools? Exotic woods give you a way to upgrade the customer. Exotic woods typically come from other counties and provide us with visual appearances that are foreign to us. Available in unusual graining and color, their availability can be limited. They are usually harder than American hardwoods, and will provide the customer not only with a floor, but with an heirloom. Exotics can be purchased in both engineered and solid woods.

For years, there has been a debate about which of these products are better. These days both products are equally good. What matters is where they are being installed, and what the customer prefers. SOLID WOOD is just that—it comes in a variety of board lengths and widths as well as colors, finishes and species, plus grades from select to rustic. WOOD STRIP is the traditional tongue-in-groove flooring in consistent, set widths that are nailed in place. Solid plank offers more random widths, but is also tongue-in-groove and nailed in place. ENGINEERED WOOD consists of multiple plies of wood with the fashion species on top. It is installed like solid wood, but this manufacturing process is more productive and allows the wood species to go further. Engineered wood can be refinished over time, too, but be sure to ask about the thickness of the wearlayer ply. Because the core plies are dimensionally more stable, engineered woods can be used in damp areas like bathrooms, and below grade in basements, wine cellars and similar areas.

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HOW TO PR EV E N T T H E MOST COST LY

FLOORING PROBLEMS Answers to your questions from Wagner Meters flooring expert Jason Spangler

WHY DO YOU NEED A MOISTURE METER?

When installing a wood floor, whether engineered or solid, you need to make sure the finished flooring product and the subfloor are acceptably conditioned for installation. In order to verify this, you would first want the jobsite HVAC operating at service conditions, so that you can measure the relative humidity and temperature in the air. These two pieces of information can then be used to calculate the equilibrium moisture content (EMC), or the MC% you would expect to see if you measured wood that “lived” in that environment. Knowing this number gives you the target you are looking for when you start measuring your wood flooring/subflooring, prior to installation.

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If you bring the wood flooring into the environment for acclimation, and it measures lower than the calculated EMC, then you need to allow the wood to acclimate longer and vice versa. The same principal needs to also be applied to the wood subfloors. Prior to installation, National Wood Flooring Association (NWFA) guidelines require: 1. Finished flooring strip width of less than 3”-Once the flooring and subflooring are properly acclimated, there should be no more than a 4% MC variance between the two. 2. Finished flooring strip width of 3” or moreOnce the flooring and subflooring are properly acclimated, there should be no more than a 2% MC variance between the two. Obviously, having an accurate, reliable moisture meter is an absolute necessity to ensure that the above recommendations are met.

WHY CHECK MOISTURE IN THE CONCRETE SUBFLOOR AFTER FLOODING?

The biggest reason to measure moisture in concrete that has been flooded is to know how bad the problem is, and to be able to monitor the effectiveness the drying process. No matter what has caused the excess moisture in the concrete, it needs to dry to an acceptable level in order to reinstall floor finishes.

he flooring industry is consistently evolving and requires installers to stay up-to-date on current installation practices. Part of those installation practices include proper substrate moisture testing, especially when installing on a concrete slab. Over the years, Wagner has tried to continually push and evolve our Rapid RH® system for concrete moisture testing. We strive to make the system easy to use by streamlining the reading, recording, and reporting process for the moisture testing results. Utilizing the latest in Bluetooth® technology, we developed the Rapid RH® Smart Reader. This enhanced reader, used in conjunction with our DataMaster™ smart device app, allows the user to wirelessly record, not only the job specific concrete moisture readings, but also the conditions in the air; both are critical pieces to document when performing proper tests. In addition, you can take jobsite photos that integrate seamlessly into an auto-generated report that can be emailed or printed directly from your smart device. All of these pieces help to solidify the data integrity of the concrete moisture testing process. As we close in on the end of 2016 (I can’t believe I am saying that), we want to take a moment and thank you for your continued support of our products. Without this support, we wouldn’t be able to push the boundaries and continually evolve relative humidity testing. 2017 looks to be another very exciting year and I would encourage you keep an eye out for additional products we will be introducing that integrate into the current Rapid RH® 4.0 EX system. These products will ultimately save you time and money by further pushing the reading, recording, and reporting envelope. Best wishes!

Jason Spangler Flooring Division Manager Wagner Meters

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Architectural Waterjet

The Retailers’ Hidden Profit Center

Jim Belilove CEO/Owner Creative Edge Mastershop

You have been asked to bid on the new athletic complex for your alma mater; you open the plans and you see a huge college insignia that has been specified by the architect. What you thought was a pretty straightforward job has now turned into a significant challenge. Suddenly you’re afraid it’s out of your league. Not to panic, the whole process falls under the category of architectural waterjet. Creative Edge Master Shop offers this unique service through its design and technical expertise. It gets laid out and put together, much like connecting the dots or building an intricate puzzle.

The Process 1. To construct this, a tool process is used called waterjet. Waterjet is a powerful industrial tool that uses high pressure water, or water and an abrasive material, to create two dimensional shapes with pin point accuracy. 2. In conjunction with the waterjet, the latest computer software is used to fashion a magnificent design for both floors and walls.

The Opportunity Since everything created through this waterjet process is custom, there is an opportunity for a high profit for the retailer. In fact, if there isn’t an insignia or crest, you may want to suggest one. The waterjet process can be used on any type of flooring materials except wood and woven carpet.

Sound Interesting? Next Step The process is easy and simple for you. Call Creative Edge Master Shop and speak with one of our experts about what has been specified from your customer. Creative Edge Master Shop will call the architect on your behalf and obtain the information necessary to work up a quote for the design. A quote for installation (labor) will also be given if this is not your expertise. When the quote is ready, Creative Edge Master Shop will call you and go over the project and costs. Once the quote is approved, our staff of engineers and designers will get to work on the final piece. They will work with the owner or specifier and get full payment before it’s delivered. Having a supplier who is knowledgeable in this type of work can not only set you apart from your competitors, but also add to your bottom line. To see our outstanding designs, check us out on Facebook, http://bit.ly/2fbEubk.

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PROFIT in

THE DETAILS

OVER

50%

SALES MANAGERS ARE TOO BUSY TO TRAIN AND DEVELOP THEIR SALES TEAMS.

Sensible investment in recruiting and developing real sales talent produces amazing returns.

Source: (Sales Force)

With all of your products, it is imperative that you get training on customizing all of your floor installations. The ability to design custom area rugs, or to install a border with a simple living room carpet, will change how the customer perceives the value of your store and who she will refer as your next customer. What are the details? How about never installing any of your products without some “customized” addition for your customer? This might mean a metal trim or décor, stone or glass addition, installing the hard surface on an angle, or including different sizes of the product rather than providing all of the same. What details do you include with your installation? Have your installers complete a walk through

R E TA I L ER ’S G U I D E T O G R E A T E R P R O F I T A B I L I T Y

and checklist following the sale. Do the seams look right, is the furniture back where it belongs, what about the doors, the walls, does it look okay for the customer? If you don’t do the walk through, you may be back later following up on a complaint. At this point, it’s called a “walk through”; later on it will be a complaint. Supply the customer with a scale drawing of the installation. If you have computer software that will provide the drawing, better yet. Will your computer provide the drawing in color or elevations? All of this adds value to the measuring and also gives you a reason to charge for the measurements. Amateurs can charge more for the measurements than professionals can. Present yourself as the professional.

WHY PRICE YOUR MERCHANDISE FOR ANYTHING BUT PROFIT? Your merchandising system is a silent way to talk to the customer on the floor. What type of impression is your floor making? No hand written tags. Handwritten tags mean 1. Please! they can be changed at a moment’s notice, perhaps even by the customer who’s carrying her own market. samples in a color sequence. Most have a numbering 2. Keep system that shows the colors in their best value sequence. This helps the consumer make a comparison buy and keeps your store looking professional. Make sure you have additional samples that you can loan out to customers. You don’t want to be left with the best products and colors on display only in customers’ homes. team buying. Involve all of your staff when 3. Encourage making product selections. Who would know what sells better than your salespeople? Ask each person how they would promote or merchandise the item. your products and pricing with those of your 4. Compare competitors. What are they carrying and what’s their pricing? Do you really need to be carrying the same things? If you think you need the same things, can you merchandise or pair them with other products to promote them? liminate duplicate products. Are you buying the same 5. Eprice point from different manufacturers and none are selling well? your salespeople for selling margin items and 6. Reward more expensive products. This is one place where you’ll see quick growth for your business. uy products for what you can sell them for, not what 7. Bthey cost. This is a mistake that most retailers make. Instead of determining what the product is worth, they always ask “What does it cost?” This is a self-defeating way to play the price game.

Do your suppliers offer ways for you to demonstrate the features and benefits of their products? Provide a checklist for the customer with the common “unrealistic expectations” that if explained prior to the installation, will lessen your callbacks. Most of these can be found with the manufacturer’s literature within the installation instructions, with your fiber warrantees. This detail will cut down on lots of after installation problems. Do a walkthrough with the customer when you go to measure. Look for hidden rooms, other possible sales or installation possibilities. Maybe a re-stretch or repair can be done when you go to do your installation. What about cleaning possibilities, window treatments (changing of window treatment cords to present injuries to children and pets), changing countertops, redoing the bathroom (putting in a new shower or tub surround with tile). Make yourself a checklist that you bring with you so you don’t forget to ask the questions. Being in the customer’s house should be a good time to offer the customers many possibilities for a home update. Do your suppliers offer ways for you to demonstrate the features and benefits of their products? Do they have literature that will help you sell the product? Do they have some “clever ways” that allow them to demonstrate the value of their products or comparisons? What about films or tapes that you can use to demonstrate the product to your customer? Do they have some great stories about products and how they have held up, that might help you sell the next customer? Are you selling cleaning supplies? If you aren’t selling floor cleaning supplies, you are sending your customer to your competitors, or to the supermarket where they may purchase a product that will ruin their flooring. Look for proprietary floor cleaning supplies, give out sample bottles with your name on them, so the customer remembers where it was purchased and comes back for more. How many customers actually think about backings when they purchase carpet? High performance backings that actually give additional no-wrinkle guarantees, make it easier to install carpet, as well as additional sales opportunities for the salesperson. If the customer has ever heard of carpet being installed that damaged walls, this will be still another good reason to have the product. Carpet cushions with moisture barriers that will protect sub floors from being damaged by spills, as well as providing enzymes that actually fight odors from these spills. Also, look for cushions and carpet systems that when used together, actually provide the customer with an additional carpet warranty.

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EASY WAYS

to Step Up Your Sales Game

It’s a bit more than a memorizing a script and a big smile to be great at sales. It is unfortunate, that many of our salespeople are lacking the skills that can drive up sales numbers. Sadly, this can in some instances, push the customer away. Today, especially with today’s savvy shoppers, just being pretty good at something isn’t good enough! You may have had a great 2015, or maybe your numbers lower. Either way, your sales team can truly benefit from stepping up their game is 4 easy steps!

1. KNOW YOUR PRODUCTS

3. BE HUMAN

This may seem like a no brainer, but not all sales people are as in tune with the products they’re selling as they should be. A customer can tell when your sales people don’t know what they’re talking about—and that’s a huge turnoff. Take a little time for extra sales training to educate your sales people and stop losing sales due to lack of product knowledge.

When customers come into your store, they aren’t interested in interacting with a robot. They have already been online doing that. The customer wants to be assured they have made a good choice and want to be reassured that the product will perform well with their lifestyle. This is where a salesperson who is armed with products features and benefits can connect with the customer and make them feel comfortable with their decision so you can lead them to the sale. So, be real people!

2. UNDERSTAND THE PRODUCT’S WEAKNESSES

Customers know your product isn’t perfect, so don’t try to tell them it is. You will let them know all “pros” but…. If they ask about the “cons”, be sure you aren’t trying to hide what they probably already know. That being said, make sure your salespeople know the features and benefits and why the product still has value.

R E TA I L ER ’S G U I D E T O G R E A T E R P R O F I T A B I L I T Y

4. UNDERSTANDING

THE CUSTOMER WHO’S DONE HIS HOMEWORK.

They come in armed with what they have learned on line. They’ve done a lot of research; give credit where credit is due. This is why it is so important that your salespeople be educated and know the products inside and out and upside down. The informed/educated customer will know if your salespeople are bluffing. Knowing the products you sell intimately will allow your salespeople to give the customer something they don’t know, thus making the time they spend with you more valuable.

EXHIBITS January 18-20 I EDUCATION January 17-20 Mandalay Bay Convention Center I Las Vegas 2017 TISEwest.com/Register Promo Code: GLOBE12

a look at 2017 resources for retailers, dealers, designers and architects... As a business professional, you must be keen to stay on top of trends and advance your business. While there are many industry resources, we have curated some key 2017 topics and programs for Retailers, Dealers, Architects, and Designers to assist you along the way... Itâ&#x20AC;&#x2122;s all at TISE 2017.

SPECIALTY EXPERIENCES created JUST FOR RETAILERS, DEALERS, DESIGNERS AND ARCHITECTS DESIGNER DAY sponsored by Houzz and Karastan Designer Day is a day tailored to offer Designers an engaging event experience. Designers can plan on a full-day of inspiration, Wednesday, January 18, filled with captivating products, tours, and education. The package includes an exhibits pass at The International Surface Event (TISE), a Wednesday IGNITE Education Program pass, the Designer Day Luncheon, and the Designer Off-Site Home Tour: DesertSol House at The Springs Preserve. A must-attend experience for interior designers looking to get the scoop on upcoming trends and the newest products available for their clients!

DESIGNER DAY LUNCHEON sponsored by Houzz and Karastan Featuring Keynote Speaker, Art Gensler Jr., FAIA, FIIDA, RIBA, founder of Gensler and author of Art’s Principles, the Designer Day Luncheon offers an accredited design session presented by this acclaimed keynote speaker while enjoying a fabulous catered lunch.

RETAILER DAY For Retailers who must pop in-and-out of the event quicker due to very busy schedules, an edited version of the Retailer Experience is available, the Retailer Day. occurs Thursday, January 19, and includes a TISE exhibits day pass, a Thursday IGNITE Education Thursday pass and the Off-Site Culture Tour @ Zappos.

DESIGNING WITH NATURAL STONE Planned by TISE’s extraordinary StonExpo/ Marmomacc Americas’ event partners from Italy, Marmomacc Stone Academy, in partnership with TISE and MIA+BSI, the Designing with Natural Stone program, is an exclusive opportunity for qualified architects and designers to learn advanced techniques in the use of marble, granite, and other stone materials.

SPEED TRENDING TOUR: AN EYE ON 2017 TRENDS A new twist to an old TISE favorite, The Speed Trending Tour, will now bring the eye of the top product picks for 2017 right to you. Hear the designers thoughts on the trend-setting aspects of the products, learn technical product information directly from the product manufacturers, ask direct product questions and inquiries - all while enjoying light bites and beverages from the comfort of your seat.

RETAILER EXPERIENCE The Retailer Experience is a specialty experience hand-crafted just for retailers. This event, spanning across the three days of TISE, is an all-access pass to everything retail. The package includes a TISE exhibit hall pass, plus the full IGNITE education program, the Off-Site Culture Tour @ Zappos, the Speed Trending Tour: An Eye on the 2017 Trends, along with coffee and light pastry bites.

RETAILER CULTURE TOUR @ ZAPPOS What can smaller retailers learn from Zappos to improve the culture in their own store? Get an inside look into the everyday work life on the Zappos campus. There will be other Zapponians, and maybe a special guest appearance here or there, along the way! If you’re looking to see what all of the talk is about, this is the tour for you.

For more information on these specialty events and opportunities, visit TISEwest.com

Flooring Sponsor

HOUZZ 2017 CONSUMER INSIGHT REPORT With nearly 200,000 respondents across the U.S. and around the world, Houzzâ&#x20AC;&#x2122;s annual homeowner study is the largest of its kind, providing unique insights into planned renovations, the motivations behind these projects and how people are evaluating and hiring residential building, remodeling, landscaping and design professionals. IGNITE EDUCATION PROGRAM AT TISE 2017 The TISE IGNITE Education Program is constructed in partnership with a high-profile, targeted industry group to produce 55 sessions of the most engaging, hot topic and inspiring information, all instructor-led by over 100 experts in their fields. Defined into easy to search career tracks, the IGNITE program is a must-attend for all professionals.

JANUARY 17

TU10: Designing With Wood Floors TU16: Build A Kick A** Culture and Watch Your Profitability Soar!

TUESDAY

10:50 AM

JANUARY 18

TU09: The Art of Specifying Natural Stone

8:00 AM

WE01: Design and Color Trends 2017

8:00 AM

WE04: C3 Principles of Design (for Designers)

wednesDAY

TRENDS CHATS IN THE TRENDS HUB sponsored by Polycor I Floor Focus / Floor Daily / QuickStep Hear trend forecasting information from design experts at Pompei C3 to assist you in your own product selections in the Trends Chats, inside the World Trends Home on the TISE show floor.

10:50 AM

12:20 PM

JANUARY 19

THE WORLD TRENDS HOME, THE TRENDS HUB sponsored by Polycor I Floor Focus / Floor Daily I QuickStep Visit The World Trends Home at the Trends Hub on the show floor at The International Surface Event (TISE) 2017, for inspiration, trend information and a preview of the hottest products, colors and textures for interiors in 2017 and beyond. This show feature will present the top trends for 2017 along with a guide to finding these top products on the show floor. The Trends Hub is being designed by the acclaimed Pompei C3 Design Firm.

These are just a few of the IGNITE sessions for Architects, Designers, Retailers and Dealers.

thursDAY

DESIGNER OFF-SITE HOME TOUR: DesertSol House Tour at The Springs Preserve DesertSol is the finest example of sustainable living on the planet that showcases innovations in sustainable home design including technology, energy, material choice and more. Get a guided tour through this award-winning home, presented by an exclusive design professional.

3:30 PM

12:00 PM

3:45 PM

TU21: Let There Be Light | Coordinating Natural Stone with Lighting Design

WE06: Design Philosophy of Retail Spaces: Commerce, Culture & Community

WE14: Meaningful Color

8:00 AM

TH02: The Customerâ&#x20AC;&#x2122;s Home, Your Other Showroom

8:00 AM

TH05: Retailers Forum: Interact, Engage, Motivate

3:45 PM

TH13: Finding Your Sales Unicorn: How to Recruit and (Keep) Next Great Sales

PR IC I NG for

PROFIT

Are you making a “real profit” on your installation? Itemize what goes into the installations, sub-floor preparation, underlayments, and glues, and then add a standard markup to the product. Don’t forget, installation is another product you can sell even if you sub out the labor. Shop your competitors. Collect their advertisements and ask your customers, if you hadn’t bought from us, where would you have gone? Collect as much information as you can about their special services, warranties and products, what you can do differently? Charge for whatever you do differently. Do you have products that seem to sell themselves? Maybe you’re pricing them too low. Go through the list and increase the pricing. By adding a few cents per square foot, you’ll see how your profits can add up. Purchase your products based upon their retail value, not your cost for the products. Look at prod-

R E TA I L ER ’S G U I D E T O G R E A T E R P R O F I T A B I L I T Y

There is profit to be made everywhere in the selling process, not just on the sale. For Example, are you making a real profit on your installation?

ucts before you ask the price, knowing the price will immediately influence your thinking. Lay the product on your floor, ask the sales force to examine the product and determine what they think the customer will pay. If you’re making a 40-45% profit margin or higher, it’s a winner. Listen to your salespeople, you’ll find out how they think, and what they really sell. Now you know what to train. Old retail trick: Put your less expensive items in the back of the store, not up front. You want customers to look at what’s new and your better merchandise before they make a decision. When showing merchandise, show odd numbers, like 3 or 5 products, rather than even numbers. Studies show that customers think good, better, best when purchasing products. 70% of customers purchase “middle of the road”, 10% will buy the cheapest and 20% will choose the most expensive. This has nothing to do with the products, it has to do with their percep-

tion of ‘what I deserve’. (Most of us think we’re middle of the roaders) Don’t confuse the customer by showing even numbers; there’s no middle point! Do you offer “custom” installation rather than installation? All installations are custom and personal, no two are the same. Build your custom installation with the services you provide— measuring, drawings done to scale, moving furniture, cutting doors, removing the garbage, vacuuming, doing a walk through with the customer, leaving a comment card, taking a photo of the job and calling the customer to make sure they’re happy. Refer to your products as “display” pieces rather than “samples.” Samples have very little value, it implies “free” and I can keep it. If you’re sending the “display” pieces to the customer’s home, don’t be afraid to ask for a deposit, a return date and an appointment to review the customer’s choices. Customers need to see the “displays” in their homes, it’s up to you to see how they get there. Displays look different in the customer’s home—different lighting, furniture patterns and wall colors can completely change the color of the flooring. When possible, package your pricing. Include the product, prep work and installation in one price point. Itemizing only allows your customer to comparison shop, plus most just want to know “how much will it cost?” What types of installation warranties do you offer? How about a lifetime on the original installation only? Want to cover the exclusions, such as a problem that occurs because the customer turns off the heat, and returns to find that the carpet needs a re-stretch? Sell the customer a “peace of mind warranty” or a one time only—we’ll fix it if we can.

PAY ATTENTION TO YOUR SHOWROOM DETAILS Is the installation “perfect?” Showrooms that have bad sub floors, wrong transition strips, or colors that obviously just don’t look good together don’t make the customer want to buy. What about stained carpet, hard surface with heel marks and chipped tile? These have all been spotted in retail shops. If your showroom looks like that and you are in the business, why would I want to hire you? Bathroom etiquette seems to be on everyone’s mind. Consider your bathroom as part of your showroom, rather than just a bathroom. Look at it with a critical eye and install your most unique products, as well as making it functional for your customers. If you don’t have a designer or a good eye, get someone who does to help you complete the job. Don’t forget a good lock on the door, good lighting and a mirror, as well as a changing station for a baby. All of this says we like you, stay and visit, as well as we know what’s important to our valued customers.

DO YOU HAVE YOUR CUSHION CERTIFICATION? Available through the carpet cushion council is a short course on types of cushion, what to use where and the standards for cushion. Put your certificate on your desk or on the wall to let your customer know that you are an expert. It’s doubtful that the customer knows there is any type of certification in the industry. R E TA I L ER ’S G U I D E T O G R E A T E R P R O F I T A B I L I T Y

The World’s Best Carpet Cushion

Why is Healthier Choice the world’s best carpet cushion? The secret is our Never Crush Foam Technology. We manufacture the only carpet cushion made from 100% High Density Memory Foam. Most carpet cushion today is made from waste or scrap pieces of low density, light weight foams which are glued or bonded F E AT U R I N G

NEVERCRUSH FOAM TECHNOLOGY

together. Our patented, Never Crush Foam Technology offers the luxurious comfort you want while providing the lasting support your carpet needs.

Hydra-Skin™ is a high performance feature unique to Healthier Choice Cushion; it is the only film-less, breathable moisture barrier, which stops liquid spills from penetrating into the cushion while allowing moisture vapor trapped underneath to evaporate and escape.

Healthier Choice Cushion is infused with Ultra-Fresh® Anti-Microbial Protection to inhibit the growth of harmful odor causing mold, mildew and bacteria. It provides permanent protection.

No Odor - Low VOC’s Healthier Choice is the only carpet cushion which is UL GREENGUARD® Gold Certified for low chemical emissions. Breathing high levels of volatile organic compounds (VOC’s) is linked to health problems including allergies and asthma. Our product is also CRI GREEN LABEL Plus Certified.

Made in part with soybean oil and other natural resources, which reduces the consumption of fossil fuel petrochemicals while supporting sustainable agriculture.

Interview

WITH RON DUNN, FOUNDER AND CO-CEO OF CARPETSPLUS COLORTILE®

THE BENEFITS OF JOINING A

BUYING GROUP Q. WHAT DO YOU SAY TO A RETAILER WHO SAYS THEY DON’T NEED A GROUP TO BE SUCCESSFUL?

Q. LET’S JUMP RIGHT INTO THIS, WHY SHOULD AN INDEPENDENT RETAILER CONSIDER JOINING A GROUP?

A. Networking. Above everything else, joining a group involves appreciating the added value and benefits of proven ways and best practices and connecting with other retailers from around the country.

R E TA I L ER ’S G U I D E T O G R E A T E R P R O F I T A B I L I T Y

Q. WHAT DO YOU SEE AS THE PRIMARY RESISTANCE?

A. Independent retailers do not want to lose their independence. That also is logical. Entrepreneurs are visionary, innovative, risk takers, determined and proud. The last thing they will have is someone that comes into their business and starts telling them what to do. Entrepreneurs also crave learning, value networking and are passionate about improving. Our group protects all of this. The primary resistance I find involves misconceptions regarding the ability to maintain independence.

A. Of course sharp business leaders can be successful without the added benefits that a group will bring, but the question is, can someone lead their company to greater success and profitability quicker and with fewer mistakes by learning from others? Logic says yes. Am I better off waking up in the morning with an entire team of specialists behind me developing marketing, merchandising, sales, business growth ideas and options, am I better off with the buying power of my one business or connected with hundreds of other stores, would a private label add value, and am I better off being able to pick up the phone and call other retailers from around the country to add their insights and experience to my decision making process… or am I best off going to battle alone?

Q. OK, SO PLAY THE PART OF THE WAITER. WHAT ARE YOUR MOST POPULAR OFFERINGS?

A. As an appetizer… Proven Ways. After traveling the country and visiting our stores we compiled two volumes of secrets to success in consistently growing sales, reducing costs, improving efficiencies and increasing profits. Pages and pages of rubber meet the road how-to insights written by our members for members. Soup and salad would be what we call Design Values. These are exclusively negotiated carpet and hard surface go-to specials highlighted in an easy access display offering a win-win for the consumer and retailer. The main entrée involves merchandising and showroom options involving a full menu of private labeled displays that provide a beautiful and congruent look. Side dishes include aggressive consumer financing, web and social media support, on-going promotional events and product diversification options. The dessert tray encompasses our passion for effective networking through annual conventions, retail summits, the “Drive Across America” visiting stores and mining more proven ways and a weekly newsletter that goes to all members. The coffee that is added at the end are the added rebate dollars earned from dollar one on purchases from all of our suppliers.

Q. IS THERE ANYTHING RELATING TO INCREASED SALES AND PROFITS THAT YOU CAN GUARANTEE TO A STORE THAT IS THINKING ABOUT JOINING?

A. I will tell you what the executive management team at one of our industry’s largest manufacturers said to me: “Ron, we really like your group because when someone joins, that person, through the years, becomes a stronger business owner and their company grows.” Our goal is to provide independent flooring retailers a wide menu of effective tools to help them grow a strong team and business. Part of that team involves the networking with other members.

Q. WHAT WOULD YOUR EXISTING MEMBERS SAY REGARDING THE BENEFITS OF JOINING A GROUP?

A. I encourage you to call a few of them and have them weigh in. What you will hear is a buffet of benefits that are available to choose from. I liken our group to a fine dining experience. There are all kinds of great items on the menu and you can’t possibly consume them all in one visit, so order what makes most sense for you today.

Q. HOW CAN A RETAILER FIND MORE INFORMATION ABOUT OR BECOME A MEMBER OF CARPETSPLUS COLORTILE?

A. The best thing to do would be to contact our member services team at 800-261-6456 and we will provide more information.

R E TA I L ER ’S G U I D E T O G R E A T E R P R O F I T A B I L I T Y

KILLER

CUSTOMER SERVICE

DEFINE WHAT CUSTOMER SERVICE IS FOR YOUR BUSINESS Customer service is not just words; it must be translated into actions that the customer and your employees can actually observe. If you can’t observe it, you can’t possibly measure it. Not being able to measure it, means you won’t know how effective it actually is. You also won’t know who the stars are.

Measure customer service with your employees. Every employee should be rated by the internal or the external customer. The internal customer is other employees who obtain services from still other employees. Providing feedback will help everyone to grow. Give each customer a postage-paid leave behind card at the job that can be sent to a post office box or other blind location. What to ask? What did you think of the store, the employees, and our installation? Provide a point system for each of these categories. What did we do that you liked, what can we do more of? Add the customer points in each of the category and reward the employee with the most points each month. Tying customer service customer comments to your employee behavior is the way to improve your customer service. Remember when your child was in school and there were comments such as “plays well with others?” Contact your customers often. Be sure and send a card after the sale thanking them for their trust. Thanking them for their business is expected; thanking them for their trust makes them think. Remember, without trust there is no business. How 88

R E TA I L ER ’S G U I D E T O G R E A T E R P R O F I T A B I L I T Y

High quality customer service does not mean high tolerance, it means dealing with the problems. Encourage customers to complain before little annoyances get a chance to become big problems. about sending a note or card every three months for the first year? Follow up with a phone call in six months. Ask about the flooring, see if they need any other products. Have the installer deliver a gift to the customer. Present the gift before the job is complete. Call it a “gift with purchase.” Tell your employees to make decisions that help customers. Don’t pass the buck! Be connected to your customer’s success. Encourage them to buy products that will make them successful in the future by improving their quality of life, or adding value to their home or business. Think of customers as stockholders in your company. Would the stock have any value to them? Develop a customer sounding board that you can meet with yearly and discuss your goals.

MEASURE AND TRACK YOUR EMPLOYEE’S CUSTOMER SERVICE Customer service can be translated into an action or experience that must be tracked. If you can’t track it, you won’t know if it’s effective. Each business has two sets of customers. The first customer of any business is the employee. If employees aren’t treated well, it’s doubtful they will be nice to customers. The other set are the customers who buy from them. Why not have employees rated by both?

HOW YOUR SALESPEOPLE CAN PROVIDE KILLER CUSTOMER SERVICE AND WHY IT MATTERS Customer service has always been something that was delivered after a sale or after a misfortune with a customer. These days, customer service has moved to the forefront and is vying for first place with sales. Most customers go shopping armed with information. These customers aren’t looking to be sold anything; they are hoping someone can get them through the maze of information. To make this happen, you have to make sure your staff is up-to-date about technology. On a weekly basis you should review your web site, the links and have everyone registered on LinkedIn. This way, your customers can check everyone’s credibility.

Have employees rate each other for courtesy, going out of their way and being proactive. (Use a point system and, of course, make the survey anonymous. Send out the same survey to the customers and have them use the same point system. Keep everyone on their toes, send out survey’s often. Keep track of the surveys from customers and have a monthly drawing for a gift as an incentive. Add up the points each month and single out the employee who received the most combined internal/external customer points. How about a gift with a purchase? Have your installer give the gift to the customer before the job is complete. High quality customer service doesn’t mean high tolerance. It means dealing with annoyances before they turn into big problems.

R E TA I L ER ’S G U I D E T O G R E A T E R P R O F I T A B I L I T Y

It’s 10:00 AM, Do You Know Where Your Customers Are? John Mapes -Director Of Development My Flooring Warranty North America

John, as I’ve had time to study this program, I can’t say that I’ve ever seen or heard of anything like The My Flooring Warranty Program before. What was the inspiration behind it? John – Some things are just born out of frustration then inspired by results. As an owner of a successful service company in Chicago, I was frustrated that consumers weren’t taking proper care of the new flooring then blaming the mills and retailers when they’d wear prematurely. The inspiration came as I realized that a large percentage of consumers do care about properly maintaining their investment, but didn’t know what to do, when to do it or who to hire. The most inspirational moment came (after building the program) when I watched flooring retailers care enough to engage their customers at this level, then watch the relationships take shape.

83%

Unlike most marketing programs, this program does no advertising of any kind. The effectiveness of the program as demonstrated by its growth is clear, but how do you explain that to a retailer who may not be aware of this program just yet? John – Everything is advertising or market positioning at its core, but we focus on delivering badly needed consumer information; over 150 mill warranties, experience surveys, spot and spill service warranties, CRI SOA vacuum guidelines and precise cleaning reminder cues. Most importantly, we make it appear as if the retailer has done it all for them as we operate in the back ground. My job is to build their brand position with their customers. It never ceases to amaze me how retailer relationships grow using MFW to stay relevant to their customer even years after the installation or between buying cycles. It also has a dramatically positive effect on customer referrals and especially their opinion of the post installation experience. It’s absolutely been a welcome game-changer…

OF NEW CUSTOMERS A FLOORING RETAILER CAPTURES ARE AT THE EXPENSE OF ANOTHER RETAILER Read our 2 part interview in PFR January edition with John Mapes, lead developer for the My Flooring Warranty Program in both North America and Canada – October 2016

R E TA I L ER ’S G U I D E T O G R E A T E R P R O F I T A B I L I T Y

CUTTING EDGE STRATEGIES

MARKETING The difference between email marketing and Customer Engagement Marketing is huge. We have been sending emails for years, including sales offers and calling it email marketing. This is not email marketing; in fact, it can also be mistaken as spam.

R E TA I L ER ’S G U I D E T O G R E A T E R P R O F I T A B I L I T Y

Customer Engagement Marketing is sending messages that build relationships. For years, we have told customers to buy, we never thought about building a relationship. Customer Engagement Marketing builds relationships when the customer isn’t buying, so that when they need your product, they will remember you. Success is measured though segmentations, avoiding the ‘one message for all.’ With Customer Engagement Marketing, messages are sent out consistently; thanks to schedules created months in advance. Content includes sale information; branding and unrelated information that continually engages the customer. If the customer likes the content, they will not “opt” out. The key is consistent and relevant messages. For the customer who’s not ready to buy, how do you keep them connected with your brand? Since

POWERFUL CONTACT MANAGEMENT IN MINUTES PER MONTH Follow Your Customer Inc. is the First Email Marketing and Customer Engagement System for the Flooring Industry Enhance your sales process with the Follow Your Customer system. In only 15 minutes per month, you can: • Choose from a huge library of profesionally written and designed content • Easily stay in touch with every one of your past, present and future customers • Create personalized, multi-media campaigns with practically no effort • Make sure your customers remember your name for years to come • Handle hundreds or thousands of customers for one, low monthly fee 1-877-FOLLOW2, 1-877-365-5692 https://wwwlfollowyourcustomer.com video: www.followyourcustomer.com/video

7 out of 10 customers are looking for information, traditional advertising can be cost prohibitive and not provide any way to calculate a return on investment. Why spend your money if you don’t know if it’s working? Sales and marketing are no longer separate. Sales people have to find ways to stay connected to their customers while delivering the sales messages. Through Customer Engagement Marketing, they can stay constantly in front of the customer. One size does not fit all in any type of communication. Old-style marketing sent out the same messages to old customers. Today it’s all about customization; our communication must reflect this continuing trend. Customers are not just talking to you. They are talking to your brand online. Talking to your brand can’t be a one-time event; you have to find ways to make this happen. If you don’t find a way to drive them to your brand, how will they find you? Followyourcustomer.com, for more information on Customer Engagement Marketing.

THE BEST WAY TO INCREASE YOUR EMAIL DATA BASE IS TO ASK! The success to getting a customer’s email is not only remembering to ask but how you ask. • Be confident and matter-of-fact • Make it part of the sale process • Don’t apologize for asking HERE ARE SOME EASY WAYS TO ASK: • “What is the best email address for me to use to confirm your sale?” • After the sale, ask the customer for their email address so you can follow up. • “I would like to send you specials and design tips, which email would be best?” • “I would like to send you a tip sheet on how to take care of your flooring; if you’ll give me your email address, it will get sent out to you.” • “I would like to include you in our private sale, I just need to know which email address you would want me to send it to.” Remember the basic secret to getting a customer’s email address is to ASK. If that doesn’t work, ASK again.

R E TA I L ER ’S G U I D E T O G R E A T E R P R O F I T A B I L I T Y

PRIVATE SALES

CUSTOMER CONTINUITY Be sure you have enough merchandise. Remember, a good sale will generate two or three months of business.

A private sale is a sale of limited duration that is open to a particular group of customers, usually with a private invitation. The key is “private” for a limited time. How long? It can be for a day, or three days. But hold to the time. Remember it’s designed to create urgency. Sales contests will motivate your sales people to work harder at the sale. Increased traffic will stimulate positive attitudes for all of your employees. How large is your mailing list? How many people can you fit in the store at one time? If your store is small, you may want to hold the sale when the weather is warm, so you can use the parking lot. If your mailing list is large, you may want to hold your sale for more than one day, so you can properly handle the crowd.

R E TA I L ER ’S G U I D E T O G R E A T E R P R O F I T A B I L I T Y

Do you have enough parking spaces? Will you have enough help? Don’t forget your manufacturer and distributor reps to help you. You may need someone to help with the credit applications. If possible, try to take credit applications over the phone. Customers who call about the sale should be encouraged to do this. It will save you time and those customers will be pre-qualified. Be sure to open your installation calendar for several weeks to accommodate these new customers. Remember, you are encouraging customers to “buy now”. If they can’t get it installed quickly, why bother? Be careful that the sale will not coincide with a major sporting or other event that will interfere with attendance or cause a traffic jam.

HOW TO GIVE YOUR PRIVATE SALE A FACE LIFT Many businesses have given up private sales saying they “don’t work or “they’re old.” If you’re using the same formula that you did 30 years ago, you’re right. If you’re using today’s technology and understand the need for the “customer experience”, you will get a different result. Improve your data base by joining a meetup group online. Maybe you want to hold a pet adoption in your store; if so, look for animal lover groups. Fill out a profile, with a photo and join the group. First get to know the group members on line. Meet the group off line and get to know people so you can invite them to your store. Once you feel comfortable, invite them to your store for a meeting. Offer to hold a pet adoption at your store and ask for help from your group members. You will now have new supporters for your cause and possible customers. This method can be used to create any event from a kitting group to a women’s night out. You can build an invitation on Facebook and issue an open invitation. The more friends you have, the better your chances of having a successful event. Having an event that joins up with a charity will bring out a group of new people who also share your beliefs and your passion. The secret to holding a good event is proper planning and follow through. For more information, Check out “How to Plan a Successful Event” in the book, “50 Events to Drive Traffic to Your Store,” available on Amazon. See the list of references in the back.

Your customer list is targeted to customers who are most interested in buying. Check your files for those who haven’t purchased, but have said they are in the market. Have an installer at the sale who can work on blueprints and figure customer’s measurements. Salespeople should be selling, but you don’t want to lose a big customer. How about a theme for your private sale? One that is fun, has a theme and maybe one that everyone can get dressed for. Send a personal invitation that makes customers feel valued. Your customer list is targeted to customers who are most interested in buying. Check your files for those who haven’t purchased, but have said they are in the market. Offer a credit special for the evening. Don’t lower your prices on all of your merchandise; consider bringing in special merchandise that you have bought right. Private sales shouldn’t ruin your margins, but are a good time to get rid of that ½ box of tile, or 4 foot of cushion that is lying around in the warehouse. Prequalify customers with credit specials and encourage them to have you measure before the sale. Do not give them special offers prior to the sale. This takes away the credibility of the sale. Make a checklist for the sale, what do you need, extra pens, invoices, sold tickets. Hold a meeting so everyone knows what they are supposed to do. Mark everything on the floor, this is not the time to look up prices. Get organized and have a good time. Purchase a mailing list of new customers in your area. Be careful of areas that although they may have good demographics, have never shopped at your store. Maybe it’s just inconvenient. Check your best zip codes, and get more customers from those areas. Be sure you have enough merchandise. Remember, a good sale will generate two or three months of business. After all, this is when you surely don’t want to run out of stuff.

R E TA I L ER ’S G U I D E T O G R E A T E R P R O F I T A B I L I T Y

ENVISION. ENGAGE. EXCEL.

The World Floor Covering Association is working continuously to address the most pressing issues facing independent ﬂooring retailers today and in the future. From WFCA University to FCB2B, from CFI to FCIF, the WFCA has expanded its role in the industry to be even more impactful on the daily lives of our members. Come share our vision of the future of the WFCA and the industry at SURFACES/TISE 2017.

Visit us at our booths:

WFCA Booth #2057

CFI Booth #7151

The World Floor Covering Association exists to ensure the success and proﬁtability of professional ﬂoor covering dealers and to protect their common interests. For more information or to join, visit wfca-pro.org or call 855.330.1183.