ALLPRO Independent Magazine November/December 2021 by ALLPRO Corporation

Ind epe n de nt November/December 2021

Hadlock’s House of Paint

Evolving & Diversifying for 100 Years and Counting

The Paint Center

Bringing Kindness & Chemistry to the Paint Industry

I N T RO D U CIN G 2 022 COLO RS O F THE YE AR

CUR AT IN G A CUSTOM E R E XPE R IE N C E

Benjamin Moore’s October Mist 1495 & PPG’s Olive Sprig PPG1125-4

Transforming top-notch service into a broader customer experience

An ALLPRO® Publication

A L L PRO TA L KS

Discussing adaptability, expertise, and ALLPRO with Harrison Paint Co.’s Chris Hamm

Command Your Time. Command Your Project. Command Results.

Waterborne Acrylic Urethane Quick-Dry | Multi-Substrate | Interior/Exterior Learn more at benjaminmoore.com. Find a Benjamin Moore® representative at 866-708-9180. ©2020, 2021 Benjamin Moore & Co. Benjamin Moore, Gennex, and the triangle “M” symbol are registered trademarks licensed to Benjamin Moore & Co. All other marks are the property of their respective owner. 6/21

AT THE MIKE | FUTURE

@ A L L PROCOR P

WELCOME BACK! MI CHAEL BEAUDOI N Executive Vice President ALLPRO Corporation

S P O T L I G H T:

“WELCOME BACK” was the theme of the video that we played to open the General Session for the recently concluded Stockholder Meeting. At least I think it concluded, as there may still be celebrations going on today. The video was a nostalgic look back at previous shows and showcased several members and suppliers in younger years having fun. The first image was John Purcell holding his young son Neal, who is now running the operations and was present at the show. That nostalgia may have been the only contemplative moment of the show, other than Rudy Ruettiger’s keynote speech that left no dry eye in the room. People from all over the country, in addition to the few that broke out of Canada and Mexico, came to see each other, and celebrate being together. Almost without exception, people followed the Covid protocols that required a negative test, vaccine card or mask wearing to attend. ALLPRO went above and beyond

to set up on-site testing to allow anyone to get tested before or after the show. We procured 1,200 tests so we could accommodate any demand. We also had a color-coded system for name tags that allowed attendees to express themselves without having to explain themselves. A green ribbon meant I am comfortable while yellow and red showed caution. This turned out to be a fun way to attend at your own tolerance. The result was the safest large show possible that could only happen with everyone doing their part. The show had an energy that will never be surpassed. It started with an opening reception that had close to 650 people in attendance. Everyone enjoyed being together with music, an open bar, and great food. Attendees had a unique energy that lasted throughout the show. The reception was so popular, I had to extend it since no one wanted to leave. The following morning, we held the member general session where I presented how the group has performed, important industry information regarding the issues of today, and the investments for the future we are making to continue to help the members compete. We acknowledged new member attendees, major milestones such as Wallauer’s and HPM’s 100th anniversary, and elected new board members. The best part was a moving “farewell address” from outgoing Board President, Elliot Greenberg.

Lastly, I closed the session with a look forward to the 2022 Spring Show in the Bahamas, a closing party featuring STYX for the 2023 Spring Show, and a newly booked 2025 Fall Show in Dublin, Ireland. Following the general session, attendees participated in the keynote speech by Rudy Ruettiger (Rudy). His presentation was riveting and detailed his childhood as one of fourteen kids, who was marginalized by his teachers and peers due to his Dyslexia. Despite this he found the spirit to overcome that led to him attend and play football (at only 5’ 6”) for Notre Dame, and ultimately make a movie about his life story. This was the most intense presentation of all and emotionally moved the room. We kicked off the afternoon with tabletop exhibits that featured 95 of our supplier partners. Once the exhibits opened, it felt like a cannon blast as members quickly filled the room and engaged suppliers directly for the first time in almost two years. Although many of the deals were unique given the challenges of supply, every supplier offered something, and it resulted in an increase of business. Following the exhibits, we had a “power hour” which seemed more like an extension of the opening reception with more food, music, and open bar. The Next Gen group also got together aboard the Pontoon Saloon boat excursion to network and (Continued on page 5)

7 HADLOCK’S HOUSE OF PAINT Evolving and diversifying for 100 years and counting

14 ALLPRO TALKS Discussing adaptability, expertise, and ALLPRO with third-generation paint retailer Chris Hamm

28 DEALING WITH DIFFICULT CUSTOMERS Tools and tips to de-escalate negative interactions

40 CONVERTING YOUR CUSTOMERS How to turn different types of shoppers into loyal customers

11 THE PAINT CENTER Bringing kindness and chemistry to the paint industry

22 CURATING A CUSTOMER EXPERIENCE Transforming top-notch service into a broader customer experience

32 BRUSHING UP ON CUSTOMER SERVICE Service skills essential to your store’s success

46 WAITING FOR THE PAINT TO DRY! Solve this ALLPRO-themed wordsearch

November/December 2021 | ALLPRO INDEPENDENT | 3

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INDEPENDENT | ON THE BLOCK

SHARE YOUR NEWS!

Congratulations to the new additions to our ALLPRO family! Welcome to our ALLPRO family! Please join us in welcoming DURABLE COATINGS of Clearwater, FL; GALVESTON BAY PAINT & DECORATING in Webster, TX; GUTHRIE PAINT OF PLEASANT VIEW, TN; LAWRENCE HARDWARE of Troy, AL; and THE PAINT CENTERS of Grand Bland, MI to the ALLPRO family of independent retailers!

If you are involved in a community event, special project, charity, or are celebrating a milestone, please share your news with Susie Fontana at susanne.fontana@allprocorp.com.

Congratulations to the following members on their recent expansions: CANPRO DECORATING PRODUCTS has added the following new locations: COLOUR SENSE 1 in Thornhill, ON; COLOUR SENSE 2 in Richmond Hill, ON; COLOUR SENSE 3 in North York, ON; THE PAINT PEOPLE in Mississauga, ON; and WHITBY PAINT in Ajax, ON; DON SMITH PAINT COMPANY added a new store in Carlinville, IL; HIRSHFIELD’S added a new store in Sioux City, IA; HUFFMAN PAINT added PRISM STORES LLC in Raleigh, NC and PRISM STORES 2 LLC in Morrisville, NC; PAINT SHOP added two new stores, one in

VOLUME 4 ISSUE 6

Bridgewater, NS and the other in St. Anthony, NL.

ALLPRO Leadership board president Josh Johnson Executive Vice President Mike Beaudoin Vice President of Merchandising Scott Morath Chief Financial Officer Jonathan Garrett Marketing Coordinator Susie Fontana

About ALLPRO Independent We are a bimonthly publication dedicated to strengthening the ALLPRO community with relevant stories and news. Your suggestions, opinions, and feedback are encouraged.

How to Reach Us Write to us at ALLPRO Corporation 4946 Joanne Kearney Blvd., Tampa, FL 33619 Or contact us at 813.628.4800 or by email at allpro@allprocorp.com All publishing services provided by Gallon Creative www.galloncreative.com

(Continued from page 3) reconnect. Patrick Smith, Next Gen Committee Chair, did a great job organizing this event that started the process of reconnecting that group. After the power hour, attendees explored Nashville for a night of fun and entertainment. There were also several “after hours” parties that were reported later that night as well. The next morning (too early) was round two of exhibits that got off to slower start

given the fun from the night before. It didn’t take long before the buzz started, and the room was full of activity. It just shows that the group has not lost its touch of having fun but still showing up for the bell the next morning. At 11am on Saturday, the show was officially closed. The amount of work that it takes to put a show of this size together in normal times is intense, in Covid times, it is even greater. We were excited to be “off the clock” and

a few of us from the ALLPRO team went to Kid Rock’s to unwind and enjoy some music, only to find half the group was there as well. The unofficial show continued there for several hours and then later back at the hotel for more get togethers and fun. As I left the Renaissance on mid-day Sunday, there were still groups of members having fun. For all I know they still may be there. I can only imagine what the Bahamas in March is going to be like!

November/December 2021 | ALLPRO INDEPENDENT | 5

SPOTLIGHT | HADLOCK’S HOUSE OF PAINT

Images: North Glow Photography

h a d lo c k ’s h o u s e o f p a i n t ith a century of business and three generations of ownership under their belts, Hadlock’s House of Paint is happy to be continuing to service their neighborhood of Rochester, New York as a centenarian. The store’s current owner and president, Terry Dacey, who took over the business in the 90s from his father, has been with the company for 50 years, and prides himself on the fun, family-friendly atmosphere he’s cultivated in his stores. “I think it’s a big part of employee retention,” Dacey speculates, acknowledging a lack of suitable applicants in recent years. When you’ve been around as long as Hadlock’s has, it’s easy to feel ingrained in the fabric of the city, eager to give back, whether it’s in the form of a positive environment for staff and customers or good old-fashioned generosity. The company made national headlines last year with a massive donation of PPE - 6,000 3M N95 masks to their local hospitals. Prior to COVID19, Dacey also volunteered extensively with populations experiencing homelessness, something he’s looking forward to resuming once applicable programs start back up again. For now, they’re feeling grateful for making it through a challenging year, particularly with the opening of a brand-new store which specializes in hardware, something a little out of Dacey’s comfortable area of expertise. When Hadlock’s first opened in 1921, they specialized in motor oil and paint, securing a spot as a fixture in the Rochester hardware community. In 1973, Walter Hadlock’s son-in-law, Donald Dacey, purchased the company, later passing the torch to the store’s current president, Terry. Today, Hadlock’s is an operation comprised of paint stores, their newly opened hardware store, and 26 employees in total. They also have a 28,000 square foot warehouse to support their wholesale business, a massive distribution network that services New York state and Northern Pennsylvania, making them the largest Benjamin Moore dealer in Western New York. Their business is primarily wholesale, with some retail, wood finishes, and commercial coatings. We’ve been lucky to have Hadlock’s a part of the ALLPRO family since 1999. Among the discounts and product line selection, Dacey also values the promotional opportunities that membership provides. Understanding it takes a village, Dacey also has rave reviews for his primary paint dealer, Benjamin Moore. “They’ve done an outstanding job. Their ability to provide us with [competitive] prices, they’ve certainly supported us. We are… a wholesale business and that makes us unique. They’ve been a partner in that and supported us for decades.”

November/December 2021 | ALLPRO INDEPENDENT | 7

A piece of advice passed along to Dacey as he officially took over the business has remained a constant in the back of his mind throughout the years, encouraging an adaptability that has no doubt been instrumental in Hadlock’s success. “A friend said to me, ‘you can’t run your father’s business. It’s a different world today than the one you grew up in’,” recalls Dacey. For him, that means doing this his own way with willingness to evolve with the times that is evident. They’ve invested in the regular digital marketing staples like social media and Google, helping their stores stay on the map for newer homeowners or industry insiders who intuitively reach to their computers for guidance. Their website is semi-shoppable as of now, but they are actively preparing for a launch of a full-service e-commerce site which will significantly impact their capacity to translate the Hadlock’s experience through an online medium. Hadlock’s marked their 100th year in business by branching out and diversifying with the opening of their first hardware store. “We would have loved to have done all kinds of huge things,” acknowledges Darcy, “but with COVID-19 it had to be downplayed a little bit.” We’re hoping Hadlock’s gets to have the big celebration they deserve soon, but in the meantime, please join us in congratulating them on 100 years of hard work and success!

8 | November/December 2021 | ALLPRO INDEPENDENT

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SPOTLIGHT | THE PAINT CENTER

Images: Britni Brown Photography

the paint center he Paint Center is a smaller operation with a whole lot of heart behind it. At the helm is Chris Cummings, who took over the company, based in Abilene, Texas, in 2004 after his boss, the previous general manager passed away from cancer. Cummings is the type of person who refuses to take shortcuts and leads by example, letting his commitment to quality customer service act as the only advertisement he needs. He services his biggest accounts himself, investing the time to make his customers feel valued. “Every Monday morning, I take out a van-load of stuff and I hand deliver it and put it on their shelves for them. I think they love that the owner of the business is willing to invest their time. Because of that, we have grown about three different product lines with them, because of their trust in us.” For Cummings, the benefit of being a small business lies in the flexibility, the ability to build personal connections. As market trends shift and evolve over time, Cummings can update his product offerings accordingly to help his customers. “I love being a small business. I’m one store, I’m mobile, I can go grab anything I need to and try it and see if it works and I don’t have to answer to anyone else.” He remembers a time when The Paint Center was Abilene’s largest distributor of wallpaper, several years where chalk paint was all the rage, a time when he brought sand blasting equipment on board at the request of a customer—changes that have facilitated their enduring success. “We’re like the chameleon little paint company.” When The Paint Center first opened its doors in 1973, its business was primarily retail, accounting for 50-60% of their revenue. “Because of the influence of big-boxes coming to Abilene, it changed our market dramatically so we had to pivot to survive,” explains Cummings. “We were very blessed with having some industrial stuff pop up, and I had some strength in that.” Today, retail makes up less than 5% of their total revenue. “I always joke that I could lock the front door and keep going out the back door with my industrial stuff and never miss a beat.” Although this business model has worked well for Cummings and his team (the pandemic year was actually one of their best yet—a feat that was no fluke, but a product of the team’s creative problem solving skills and can-do attitude), he’s also excited to usher in a new era for The Paint Center. Cummings will be passing the torch to his employee, Kinsey Brown, later next year. “They are going to be much more comfortable with the consumer side of the business… they really want to target younger consumers that are coming into the market, they are all [great] at social media, so I think that will really be to their benefit. I think they have some really great ideas.” Catering to a

November/December 2021 | ALLPRO INDEPENDENT | 11

younger demographic means bringing Benjamin Moore on board as a product line, an offering that really resonates with the demographic they’ll be serving. Like a proud parent, Cummings gushes: “I want them to have control over what they want to do because I think it will work.” Guided by his genuine love of people and strong faith, he and his two employees bring a refreshing kindness to the paint industry. “In all my years we have never had a group so wonderful,” shares Cummings. His two employees are millennials, Brown and Anthony Martinez, and Cummings had no shortage of compliments for them, describing them as “off the charts in every respect” and “loyal, kind, loving, dependable, and amazing at their jobs.” He calls their chemistry almost “magical,” struggling to recall any instances to the contrary. “There’s no attitudes or egos. Everyone pitches in to help the other person. It makes coming to work a real joy for all of us.” But Brown, who will be taking over the business when Cummings retires next year barring any unforeseen circumstances, almost didn’t get the job. In fact, after having applied on Indeed, she had to call Cummings to convince him to read her resume. “I explained to her this is a physical job, we do a lot of lifting. She said that won’t be a problem. And she came on down here and I wasn’t prepared for an interview. We sat here and just visited, but I just fell in love with her. She was amazing. She’s very physically fit, she was well spoken, she’s a right brainer so I know she could do all the color matching. It was one of the smartest things I ever did hiring her.” Cummings is similarly complimentary of Martinez, who came to work for Cummings from Lowes. “He brought a whole set of skills, all the digital stuff, he’s a numbers guy. The two of them just make this perfect combination of what every owner dreams about.” The Paint Center has been with ALLPRO since 2007, after the Midsouth merger, a move Cummings couldn’t imagine any other way. “I feel very proud to be a part of something bigger than me. It has an impact on our entire area. When you have this many dealers, the power, especially now that we’re bringing in other countries to the group, it’s just fabulous.” We feel equally thrilled to have The Paint Center on board. Join us in wishing Chris a happy retirement and Kinsey and Anthony all the best with their vision for The Paint Center!

first travel destination post-pandemic?

LAST YEAR WAS MY 40TH WEDDING ANNIVERSARY AND WE WERE GOING TO GO TO ALASKA, BUT WE HAD TO CANCEL, SO I’M LOOKING FORWARD TO GOING THERE WHEN WE’RE ABLE. Q: p e p si or c o k e ? A: What’s Pepsi? I would never drink it in a million years. Q: F avori te p a i n t c o lo r ? A: Whatever paint chip the customer has at the counter.

12 | November/December 2021 | ALLPRO INDEPENDENT

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DAILY MIX | ALLPRO TALKS

ALLPRO

TALKS With Chris Hamm, Harrison Paint Co. Chris Hamm, President of Harrison Paint Co., is a tough guy to track down. That’s because he’s busy going from store to store (he has four locations in Louisiana), meeting with customers and vendor reps, sourcing materials from various vendor

suppliers, ensuring adequate inventory levels, and even mixing paint. We caught up with him on a Friday afternoon and he filled us in on his experience in the paint industry and the benefits of being involved in ALLPRO.

Allp r o i n dependent :

we were married, it just kind of happened that way. But she does her thing and I do my thing and it works very well for us. A I: Harrison Paint Co. has been around since 1950. What has been the key to your career success? CH: I feel like the key to our success over the years is selling in multiple markets. Being able to adapt to the needs of the customers as times change and markets change is also an important strategy for success. Being able to work with our suppliers hand-in-hand has been vital. AI: Harrison Paint Co. has a team of experts that have industry specific training and designations like architectural coating technologists. Explain how important industry expertise is to your store and what it provides your customers. CH: We feel that training is very important. When somebody walks in the door, we want them to know our employees are consultants with the most knowledge in the industry. When we make a coatings recommendation on a project, we don’t want any issues. We utilize a variety of training resources from in-house, online, vendor lead to MPI and NACE. Everyone in our store has completed at least MPI Level I training and I am NACE Level III.

w h at wa s yo u r f i r s t j o b ?

C hr i s Ham m : My first job was working summers and school holidays as a plumber’s helper for my father. He had a mechanical contracting firm. I worked for him for many years, through high school and through college breaks and summers. After, I worked full time and traveled around the country doing industrial projects, process piping, cost control, project management, a lot of different things. AI : W h at i nf l u e n c e d y o u t o wo r k i n t he pain t busi ne ss? CH: My grandfather worked for Harrison Paint Company after World War II as an outside sales rep and then as a manager for the store in Shreveport. He purchased the Shreveport store in the early 1960s. So, I am the third generation in the business. I worked in the business from ‘92 to ‘96 and then left the industry, came back in 2003, and have been here ever since. AI : H arri son P a i n t C o . i s f a m i ly o p e r at ed . Any one e l se i n y o u r f a m i ly wo r k wi t h you ? CH: My wife Bridget and I’ve been married for six years and had no intention of working together when we first started dating or after 14 | November/December 2021 | ALLPRO INDEPENDENT

AI : W h e n d i d H ar r i s o n P a i n t C o . b e c o m e a memb e r of AL L P R O ? H ow h a s i n vo lv e m en t in the g rou p be nef i t e d t h e b u s i n e s s ? CH: My grandfather was one of the founders of Mid-South. When Mid-South and ALLPRO merged, we moved over to ALLPRO. The friendships and relationships with different members have been really valuable - from product knowledge, product recommendations, ideas, alternatives, options, and sourcing. The wide variety of presentations offered at ALLPRO has increased our awareness and abilities to stay current with everything from accounts payable, hiring processes, e-commerce, and so on. It’s the ability to establish relationships with vendors and other dealers that is invaluable to my business. AI : H ow d oe s you r s t o r e u t i li ze /le v e rage t h e AL L P RO brand ? CH: We try to put as many of our branded products in our store as possible. And it’s our brand. Nobody else has our brand, the ALLPRO brand, whether it be a big box or Sherwin Williams. We want customers to come in looking for ALLPRO. AI : H ow h as you r m a jo r p a i n t m a n u f a ct u r er supporte d your b u s i n e s s a n d c o n t r i bu t ed t o your su c c e ss ov e r t h e y e a r s ? CH: Benjamin Moore and Carboline both have been very supportive of us, the business, and everything we do. It’s a win-win situation - if we’re successful, they’re successful.

AI: T ell me ab ou t t h e con n ect ion s o r r elat ion s h ips you h ave cr eat ed t hro ugh the pain t b u s in es s . CH: I really enjoy the shows from the product standpoint. But more than anything, it’s the camaraderie with everybody. Being able to see, catch up, have a good time with everybody twice a year is something I look forward to. AI: T ell u s ab ou t you r in volvement o n aLLPR O’ s commit t ees . CH: I am on the sundry committee and have been for about seven years. I really enjoy being on the committee. We try to put together the best programs, deals, and specials for each vendor and for the membership as a whole - for someone that’s a single store to the someone that’s got 30 stores. AI: What ar e s ome of you r h ob b ies? What do you lik e t o d o in you r f r ee t ime? CH: We enjoy live music, water sports, snow skiing, hunting, fishing, a lot of things outdoors. We have three girls, so when we’re not working, we’re usually pretty busy chasing them around or running them here or there. AI: What is you r f avor it e pain t co lo r? CH: I have no idea. It all comes down to personal preference. I would say it is probably some sort of dark green.

F ast as t F i v e :

T ALKS SK N e u tr als o r b o l d c o lo r s? Base b all o r f o o t b a l l ? Mov i e s or T V ?

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C hocolate o r V a ni l l a ?

va n i l l a

November/December 2021 | ALLPRO INDEPENDENT | 15

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INDEPENDENT | COLOR OF THE YEAR

INTRODUCING: BENJAMIN MOORE’S COLOR OF THE YEAR

OCTOBER MIST 1495 enjamin Moore has officially unveiled its selection for their highly anticipated 2022 Color of the Year, and with it, a whole palette dedicated to the upcoming year. In the spotlight sits October Mist 1495, a “gently shaded sage” that “quietly anchors a space while encouraging individual expression.” The paint company describes their palette, which incorporates a range of subtle pales, as “harmonious yet diverse, reliable yet whimsical, and meditative yet eclectic.”Alongside October Mist are tones like Wild Flower 209040, a lightly dusted pale orange with hints of rose underneath, and Venetian Portico AF-185, which gives an understated and earthy tone of sun-baked clay. This process of this year’s selection was different than years previous, with most of the discussions taking place virtually. In an interview with Architectural Digest, Benjamin Moore’s Andrea

18 | November/December 2021 | ALLPRO INDEPENDENT

Magno, revealed the process was more “inward-looking” than other years, with more time for team members to contemplate in solitude rather than look at external factors. A recurring theme that came up in these discussions was that of a collective longing for self-expression and individuation. They felt the likeable green, resembling the “silver stem” of a flower, could operate both metaphorically and literally as a bridge to a whole rainbow of colors. Not alike the stem it references, it pairs well with the whole canvas of shades selected for the palette, bringing out the uniqueness of each. Because of this versatility, October Mist is well-suited for a variety of applications, from kitchen cabinets to floor-to-ceiling wall colors to create a reflective retreat. It’s undeniably grounded in nature, but it still leaves an air of openness that allows the imagination to play.

INDEPENDENT | COLOR OF THE YEAR

INTRODUCING: PPG’S COLOR OF THE YEAR

OLIVE SPRIG PPG1125-4 Each year, PPG gathers experts from across industries and the globe to discuss and then determine a color that represents the current cultural moment. This event is a three-day affair that closely examines market conditions, political climate, and evolving societal norms both present and past. his year, the team made a bid for calming optimism with its selection: Olive Sprig PPG1125 – 4. They describe the shade as “a relaxed, but enticing green that emulates the feeling of soothing aloe vera or a fragrant plant – brightening any space with organic liveliness.” This choice comes after more than a year of uncertainty, time filled with too few reallife opportunities for real human connection and far too many Zoom calls. In an overwhelmingly digital world, PPG sees this subconscious longing for nature as an intuitive response. Characterized as highly adaptable and versatile, this green represents a hope for growth and resiliency that is emulative of nature’s regenerative power. Senior color marketing manager at PPG, Amy Donato, suggests that to combat the stagnancy of many of our social lives, DIYers, property managers, designers, and architects are moving toward

20 | November/December 2021 | ALLPRO INDEPENDENT

more vibrancy in their palettes—color in all forms. This is true apparently for most periods of historical tumult—often in times of upheaval, consumers gravitate toward more lively and colorful selections (consider the opulence of the roaring 20s!). Experts recommend using Olive Sprig next to natural materials, unique architectural elements, and curvilinear shapes that help create comfortable and down to earth spaces. According to PPG, the color can “help create a sanctuary in a bedroom, encourage focus in an office, offer the perfect neutral backdrop in a retail space or restaurant, and create a grounded getaway in hotels.” In terms of coordinating hardware, brass or wood tones are a great fit, providing a welcomed counterbalance to the relatively soft composure of Olive Sprig.

INDEPENDENT | CUSTOMER EXPERIENCE

Curating a Customer Experience Taking your customer service a step further and creating a complete customer service experience

ood customer service just isn’t cutting it anymore. Customers are looking for more than service - they’re looking for customer experiences that make their life easier, better, and even more exciting. We live in a world where shoppers are eager to engage in a broader customer experience - a journey that starts well before they step foot in your store and lasts after they have used their purchased products. So how do you curate amazing customer experiences? Fortunately, if you already employ top notch customer service, you’re halfway there. While customer service and customer experience are not the same thing, customer service - that one-on-one interaction involved in serving and supporting customers - is a key component of the customer experience. The remaining pieces? The design of your store and merchandise - any marketing that presents your brand and elicits feelings for the customer, and the product and services - how your patrons use the products and services. Capture all three of these areas and you’re well on your way to creating a positive customer experience. In episode 246 of the Modern Customer Podcast, Dan Gingiss, author of The Experience Maker, says “Creating experiences that

22 | November/December 2021 | ALLPRO INDEPENDENT

people want to talk about generates word of mouth marketing, which is the holy grail of marketing.” So, how does your company create experiences that will not only bring customers back but encourage them to reach a whole new segment of consumers? The answer lies with understanding your customer’s most essential wants and needs. Knowing what a great experience is like for the people you do business for will help you set a strategy and achieve organizational change. Creating a customer experience strategy will also depend on your products, services, and store as a whole. Sit down with your team to brainstorm some of the retail experiences that keep your customers coming back to your store or shopping online. In an age where consumers are able to purchase products by scrolling with the click of a button, or walk into a big box store at almost any time of day - or night - and get everything they need for a home improvement project, brick and mortar retailers are being pushed to offer experiences that shoppers can’t get online or at a competing chain. We asked a few of our ALLPRO customer service experts for their tips in curating an experience that includes, but also goes beyond, the service already provided in-store. Check out these suggestions and see if there are any ideas you can implement in your store.

BRING EVERYONE ON BOARD According to Chris Carbone, Store Operations Training Manager for Spectrum Paint, customer experience is everyone’s job, and all employees need to understand the customer service and experience culture of the company. “We have a set of standards that were created by employees of our company,” says Carbone. “These are called the Minimum Standards of Customer Service. Some of the 10 standards include: Greet and acknowledge all customers entering the store. We never say no to a customer, we offer options to the customer. Thank each guest and carry the order to the customer’s vehicle.”

OFFER A UNIQUE SERVICE Does your store offer a service that your customers can’t get anywhere else? Capitalize on it. Showcase your service or present it in a way that your customer wouldn’t consider going elsewhere. “In addition to our standards, we are willing to color match almost anything for a customer to give them that desired look they are seeking, whether it be a piece of tile, a stuffed animal, or the family cat,” explains Carbone. If your store doesn’t currently have a unique service, analyze the shopping process, and see where you could incorporate a unique experience, like interacting with products. A sample or a hands-on demonstration brings added value to a customer’s experience.

Difference Dictionary Defining The Two Concepts

CUSTOMER SERVICE The support and advice you provide the customers who buy or use your products or services. CUSTOMER EXPERIENCE The complete consumer consumption journey, including pre-purchase, consumption, & post-purchase phases.

MAKE YOUR STORE A ONE-STOP SHOP Include all the elements necessary in your customer’s project journey, from advice from product pros, additional sundry items, to helpful services that help to get the job done right. Mallory Paint Store is intentional about providing everything a customer needs along the way. “Having the tools / knowledge at the store so the customer does not want to go anywhere else for answers,” explains Mallory Paint Store’s Jim Mallory. “From complete customer files, delivery service, and employees that are a walking encyclopedia of paint.” Think about the things your customers need but you don’t currently offer. Consider incorporating a paint recycling bin or a department that offers design services. These additional services help to bring customers back to the store.

BUILD COMMUNITY Make your store a place where people feel welcome. After being isolated during COVID-19, customers are looking for human interaction. If your customers feel as though your store is a safe and easygoing environment, they’re more likely to spend time there. But building community can also happen online. Don’t underestimate the power of social media and building an online community. Spectrum Paint appeals to their customers’ feelings and emotions by connecting to them and their projects post-purchase. “We even share customers’ finished projects on our social media pages,” explains Carbone. “We know there is a sense of pride in their craft if it’s a contractor, or their project if it’s a homeowner. We are thankful we can help our customers and provide the materials and advice to get their projects done.”

November/December 2021 | ALLPRO INDEPENDENT | 23

MAKE YOUR STORE KID-FRIENDLY Incorporate a kid-inspired area in your store so parents with little ones can concentrate on picking appropriate products and paint colors. Consider age-appropriate activities like block building and coloring (painting might be a bit messy!) and see if you can combine your store offerings to appeal to a younger crowd. And always be courteous and friendly to all your customers, especially the ones under 12.

MAKE YOUR STORE A SAFE AND SECURE PLACE COVID-19 continues to be a concern. Show your shoppers that their health and safety is important to you by keeping on top of store cleanliness and adhering to local guidelines. Consumers will come to your establishment if they know you will make them feel safe. Signage, decals, and social media can help to communicate all the health measures you’re taking to keep the store - and your shoppers - happy and healthy. Continue to offer curbside pickup. It’s a service that gained increased importance during the pandemic and is one that your patrons have come to expect. Aboff’s Paints saw the need to pivot to a safer shopping method and customers responded positively. “We had to adopt a curbside model to keep our people safe during the crisis. Customers call their orders in and we bring the completed orders out to the parking lot,” explains Kevin Koster, Aboff’s Paints.

HOST EVENTS IN YOUR STORE Make your customers feel like special guests at invitation-only events. Host an exclusive event where guests can get advice from a design expert, attend a special paint class, or receive early access to an upcoming sale. Going the extra mile to reach out to your shoppers will make a long-lasting impression.

INCREASE YOUR SPEED In today’s immediate society where we can find answers and be served with the click of a button, customers’ expectations are higher than ever before. Review your store layout and checkout length and see if there are ways you can streamline the speed in which you serve shoppers.

OMNICHANNEL SHOPPING Provide your customers with a variety of channels to purchase and receive their orders. Your e-commerce store, in-store, and over-the-phone channels should offer pickup in-store, curbside, and even home delivery to keep up with the modern shopping environment. By providing these options, you make sure you’re there for your customers and making things as convenient for them as possible.

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? DID YOU KNOW r fo t or sh CX is nce. Customer Experie

CX Resources BOOKS 1. THE EXPERIENCE MAKER, BY DAN GINGISS In The Experience Maker, customer service experience speaker and coach Dan Gingiss says the key to a great customer experience strategy is creating remarkable experiences that customers want to share. Gingiss calls it the WISER method: Witty, immersive, shareable, extraordinary, responsive. To create remarkable experiences, think WISER and look for ways to turn everything into an experience. Source: https://dangingiss.com/

2. T HE CUSTOMER OF THE FUTURE: 10 GUIDING PRINCIPLES FOR WINNING TOMORROW’S BUSINESS, BY BLAKE MORGAN Customer experience futurist Blake Morgan explains how today’s customers are already demanding frictionless, personalized, on-demand experiences from their products and services and how companies that don’t meet these new expectations won’t last. Source: https://www.blakemichellemorgan.com/

PODCASTS 1. THE MODERN CUSTOMER PODCAST Go behind the scenes with customer experience leader Blake Morgan to explore the secrets of the world’s most customer-centric companies.

2. T HE CHIEF CUSTOMER OFFICER HUMAN DUCT TAPE SHOW BY JEANNE BLISS Real world, straight talk, and realistic ideas from customer experience leaders from around the world.

November/December 2021 | ALLPRO INDEPENDENT | 25

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INDEPENDENT | DIFFICULT CUSTOMERS

A HANDBOOK FOR DEALING WITH

DIFFICULT CUSTOMERS Excellent customer service is a point of pride for many small businesses. It’s one of our key differentiators from our big box competitors, and usually, we feel a genuine connection to the communities we serve. Oftentimes, that can make it all the more upsetting when we find ourselves having a negative interaction

with a customer—an experience that’s become more commonplace with the increasing need for safety policies. Thankfully, there are tools you can use to try to de-escalate these interactions before they become too intense, increasing the likelihood that this customer will walk away happy.

R UL ES O F TH UM B 1. Set the Tone

2. Avoid False Promises

3. Establish a Timeframe

Treat the customer like a partner with a shared goal of overcoming the issue at hand. Don’t give in to rude or condescending exchanges.

Don’t make a lofty commitment in the moment without the ability to follow through. It may ease tensions in the interim, but chances are they’ll be even more upset to be let down a second time.

Let them know exactly how long it will take to rectify the problem. People generally do better when they have manageable expectations.

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E MPAT H Y The first rule in customer service is to try to put yourself in your customer’s shoes. If you don’t understand their dilemma, ask questions until you do. Try to disarm their emotional reaction by assuring them you’d like to find a solution. R E MOV E T H E EGO If a customer is making unreasonable demands, taking out their anger on you, or acting rude, it’s safe to assume it has nothing to do with you personally. Knowing this will help keep you calm and prevent you from getting into an argument with someone who has no intention of seeing your side. E STABL ISH A CO N N ECT I ON Let the customer know that you are going to do everything in your power to help them and that you’d love for them to leave your store happy. See if you can get the customer to think of you both working together to overcome the problem, rather than them thinking of you as the enemy. ACKOW L E D GE T H EI R F E E LI N G S Even if their reaction isn’t quite in line with the scale of the error, an apology can go a long way. Let them know you’re sorry that they were impacted by the mistake and ask them how you might be able to make it up to them and retain their business. DEMO N ST R AT E YOU R U N D E R STAN D I N G Oftentimes when customers complain, their goal is simply being heard and having their feelings acknowledged. After they’ve explained the situation to you, repeat back the story to them as you understand it. This will help clear up any misunderstandings and show the customer that you are making an effort to help.

Images: Kat Four Photography, Istockphoto

FOCU S O N T H E P OS I T I V E S When a customer is complaining, it’s easy to focus on all the reasons why their desired solution won’t work. Channel your efforts into feasible solutions, get creative if you have to! Even if it’s not exactly what they are hoping for, making an effort to find alternatives shows you care about solving the problem. KNOW W H E N TO CALL I T If you sincerely feel like you’ve done everything you can to accommodate this individual, it’s okay to let them know politely that you’d like them to leave. It can be as simple as “It sounds like the solutions I offered aren’t satisfactory for you. It might be best if you try elsewhere.” The beauty of owning the space you serve is that you can decide who enters—and stays—in the building. SA FET Y FIR ST If at any point in the interaction the customer becomes hostile, rude, or so irate that you fear for your staff’s safety, it’s important to end the conversation and call for help if needed. You have no obligation to serve disrespectful patrons, particularly if they are posing a threat.

When angry customers feel they aren’t getting what they want, they’ll often reach for the phrase: I will never support your business again! Try not to let this get to you. Research shows that 2 in 3 customers will give an establishment multiple chances to compensate for a bad customer experience.

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INDEPENDENT | CUSTOMER SERVICE

Brushing up on Customer Service Seven Service Skills That Are Essential To Your Store’s Success t’s no secret that customer service is the independent paint retailer’s claim to fame. Customers come to your store because you not only have the products they need, but because your team of experts provides unparalleled customer support, from the moment they step through the doors, to long after they have left. Because service skills are paramount to the paint retailer and oftentimes the offering that helps your business compete with the big box stores, brushing up on customer service and keeping up with customers’ needs and wants is of utmost importance. With a simple shopping trip becoming more about a complete customer experience, it’s vital your team is aware of all the ways they can serve their clientele. Hire customer service professionals who are approachable and excel one-on-one with others. Salespeople who are active listeners and passionate about problem solving will be best suited to providing support to shoppers. Here are a few more skills essential to your store’s success:

Brushing Up - Improve on your problem-solving skills by spending time with veteran sales staff who have been faced with a variety of issues over the years. 2. ACTIVE LISTENING To understand a customer’s needs, employees should be keen active listeners. Active listening is a technique that requires sales associates to pay attention, absorb the information, and allow some time to think and review the provided information before responding. Noticing a customer’s behavior and body language can also help an employee understand what the consumer is communicating. Brushing Up - Practice active listening with friends and family, reminding yourself to focus on learning something new from the speaker.

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3. CLEAR COMMUNICATION When dealing with different people from a variety of languages and backgrounds, it’s imperative to communicate clearly and with a calm demeanor and tone. While being clear is important, so is being concise. Customers are usually on a timeline and if they require more information or an explanation, they will ask.

rushing Up - Conclude your conversation by asking if there is B anything more you can do for them or any questions you can answer.

4. POSITIVE LANGUAGE People are drawn to positivity - both in attitude and language. Positive vocabulary oftentimes results in a positive reaction, which will help when connecting with a customer. By using the right words and positive verbs, your patrons will see the benefits of your products and services. Brushing Up - Words are powerful! Research the best words used for sales success. Words such as “easy,” “exclusive,” & “help” can tap into a customer’s emotions and motivate them to purchase.

Images: Amanda Wei Photography

1. PROBLEM SOLVING From peeling paint to issues with brush marks, or questions about discoloration, your sales staff should be your customers best information source for all of their paint and decorating problems.

Most Important Service Skills from our ALLPRO Members

“At Spectrum Paint we pride ourselves on our customer service skills. It is the most important part of the customer’s experience in a retail setting. One of the biggest areas of focus and value is having our employees trained on the products we carry, color matching, tips and application advice, and problem solving. We conduct in-person training, live virtual training, and have an extensive array of computer-based video training. We make sure all customers are given the products that will best serve their needs and are happy with their finished project. It is important as the industry grows and evolves that we grow and continue to raise the bar on customer service.” - Chris Carbone, Spectrum Paint “Customer service isn’t just one skill. It starts with a smile and welcoming the customer to the store, listening to the customer to find out their needs and providing the best solution, and finishing it off with a great send off like carrying out the customer’s product.” - Jim Mallory, Mallory Paint Store

“The skill I value most in my store and in an employee is friendly service. It all begins with greeting the customer and making that initial connection. So many places that I shop at with my wife, we notice we’re hardly ever greeted. Saying hello goes a long way. Product knowledge is of course crucial, but before you can train an employee, he or she has to have the basics down. Greeting a customer and answering the phone in a friendly and helpful manner is key. I tell my new employees time and time again, saying “Hello and can I help you with anything?” beats the big box every time. And if they don’t know the answer to a customer’s question, it’s okay to tell them that they’re not sure but they’ll find out for them. Whether it’s a homeowner that’s shopping in our store for the first time or a large contractor who only shops at our store when he has to, we’ve got to make that initial positive touch point.” - David Cohn, Catalina Paints

November/December 2021 | ALLPRO INDEPENDENT | 33

5. TECHNICAL SKILLS In an increasingly mobile world, it’s key your employees know how to quickly and properly use retail technology. If a service member doesn’t understand how your POS system works, it’ll make the purchase process more time consuming and may reduce customer satisfaction. Brushing Up - Fortunately, though not all employees are techsavvy, many mobile devices and technology can be taught and learned. Provide hands-on training and if more education for in-store technology is needed, consider tech support offerings like help centers, webinars, and vendor rep resources. 6. EMPATHY Empathy is the ability to understand and share the feelings of your customer. As an employee or store manager, put yourself in your customers’ shoes in order to see where they’re coming from, and they’ll be more receptive. And while it sounds like a trait you’re born with, empathy is actually an important skill that can be acquired.

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7. PRODUCT KNOWLEDGE When it comes to independent paint retailers, having sales associates not only familiar with the store’s products, but experts in the merchandise, is essential. Spend time bringing new employees up to speed by partnering them with a veteran product specialist, or develop or utilize a manufacturer’s training program so that staff are well versed in the products and all of the service offerings. Brushing Up - When a new product arrives on the retail floor, plan a short informational presentation with your team so everyone understands the ins and outs of the product. Or allow your employees to get hands-on with the products on your shelves, trying them out so they know the benefits and understand how they work.

Images: North Glow Photography

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Brushing Up - Brainstorm ways that you can connect with customers and leave them feeling known and understood. Invest in understanding the emotions that drive people’s choices and purchases and your retail store will be more successful.

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INDEPENDENT | CONVERTING CUSTOMERS

Converting Your Customers Understanding Different Types of Shoppers & How to Turn Them into Loyal Customers Before you’re able to convert shoppers into loyal customers, you have to understand what types of customers you serve. Are they visiting your store to do some comparison shopping, because they saw a sale sign in the window, or because they’re in need of a product that your company specializes in? Learn more about your customers and how to serve them and you and your team will be better prepared to turn shopping trips into major sales.

• BRICK & MORTAR: Window shoppers can become impulse customers if they find or are presented with goods or services that they want or will need in the future. Don’t discount the “looker” - they could be inspired to start a new home renovation project or see something that they must have. And don’t be discouraged if they look and leave - if you leave a positive impact and encourage them to make a return visit, it’s been a success. • ONLINE SHOP: Provide scrollers with a website that is easy to navigate and optimized for mobile devices.

40 | November/December 2021 | ALLPRO INDEPENDENT

SALE SHOPPERS Some customers will come through the door because they heard you’re having a sale or with the purpose of getting a good deal. Bargain hunters do their research in person and online, hoping to get the lowest price possible. • BRICK & MORTAR: Make markdowns and product promotions front and center to attract discount shoppers. Keep your salesavvy customers happy with small price adjustments or other customer benefits like buyer rewards or free shipping. Finally, ensure you obtain their contact information so your store can add them to the customer email distribution list and notify them of upcoming sales and discounts. • ONLINE STORE: Include an easy to find “discounts and specials” page on your website that will allow bargain hungry shoppers to determine if the deal is right for them.

Images: Britni Brown Photography

WINDOW SHOPPERS These are visitors who happen to wander into your store without a plan to purchase. They are “just looking.”

MISSION SHOPPERS Consumers who have a purpose for visiting and a product to purchase.

DISSATISFIED SHOPPERS People looking to return a previous purchase that didn’t work as expected.

• BRICK & MORTAR: Don’t stand in the way of a customer on a mission! Follow the KISS principle and keep it simple, directing the patron to the product and facilitating a smooth purchase transaction.

• BRICK & MORTAR: Do everything in your power to resolve the issue and please the customer. Review your store’s procedures for returns and reimbursements and see what you can do to satisfy the customer. And listen to their feedback - all opinions matter, especially comments that identify a problem with your business that requires attention.

• ONLINE STORE: Remove barriers to buying by ensuring ads, excessive content, and complicated checkout measures don’t get in the way of the purchase. That said, don’t overlook the opportunity to encourage the consumer to make an additional purchase by suggesting other products, services or sundry items that go with the items in their cart. COMPARISON SHOPPERS While some prospective buyers know what they’re looking for, comparison consumers are interested in researching options and prices. • BRICK & MORTAR: Give them a hand with their research and help them consider all their options. Provide the customer all the facts and product details (and perhaps your best sales pitch!) to make an informed decision. • ONLINE STORE: Include all the appropriate information about products and services that your visitors need in order to do price and product comparisons. Pictures of the product as well as any additional white papers will be appreciated.

• ONLINE SHOP: Respond and resolve poor reviews. Develop a template to properly respond to negative feedback and stay consistent and professional. A procedure developed by the company will help you to keep your cool and focus on your commitment to customer service. LOYAL CUSTOMERS Your steadfast shoppers who visit your store for all of their paint and sundry needs. These are your best customers - they appreciate the products and services you offer and love doing business with you. • BRICK & MORTAR: Consider regular customers your most important patrons. Though they make up a small portion of your customer base, your loyal customers generate a majority of the sales revenue. Ensure they know they’re appreciated and continue to treat them well. These shoppers are the most likely to recommend your store to friends and family. • ONLINE SHOP: Take advantage of the strong consumer relationship to obtain their feedback on the store’s products, services, and e-commerce website via an online survey.

NEW SHOPPERS Patrons who heard about your store and are interested in what you have to offer. • BRICK & MORTAR: Do what your team does best and provide new customers with stellar customer service. Show appreciation that they’ve visited the store and be willing and available to answer questions and provide help pre- and post-purchase. • ONLINE SHOP: Take advantage of your e-commerce platform capabilities by welcoming new or returning customers to your site. Ensure new shoppers feel valued by sending a postpurchase thank you email and offering them special deals and discounts to encourage another visit.

November/December 2021 | ALLPRO INDEPENDENT | 41

INDEPENDENT | NASHVILLE ROUNDUP

Michael Beaudoin with Keynote Rudy Ruettiger

It seems ALLPRO attendees weren’t the only ones exploring Broadway

There was no shortage of entertainment options in Nashville

he Fall Show in Nashville was everything we hoped it would be after an almost two-year hiatus. To describe it in a single word, it was positive. Attendance was unprecedented and the energy from members and suppliers alike was palpable throughout the event. We extended both receptions to accommodate a group that was absorbed in conversation and engaged with each other. The presentation from Rudy Ruettiger uplifted and the two half-days of exhibits renewed. In the end, we could not have asked for a better show!

42 | November/December 2021 | ALLPRO INDEPENDENT

ALLPRO president Elliot Greenberg addressing the group

The opening reception felt like a family reunion connect en group re The Next G loon Pontoon Sa aboard the

November/December 2021 | ALLPRO INDEPENDENT | 43

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WAITING FOR THE PA I N T T O DSearch RY ! Word P. 4 6 M I B J V T Y R OU Z N F L B A A F I T L Y L V L R C U P E Z I R E Z V O B G P BWK P O C GD GMOU S V N V T O L D A F R U I WC A N U V J Y H K Y N QW I

J P E L A F Q G B I I O X V ZWG X D P B H AMA S A E C C J G Y T C MWO R O K S EWK A I H I I S B E T G X MD P N B I L O I E RMV N C D C G I ND T A N RWG G O B A K O I J B S B U U F I E BWC T Z I R R R E J WH MB A O A GU I Z Z L G T C SWZ K L V E T F J S NG B

I OGQ K F I GQ DMV H U K F R R R I C K C G Z A G A B P Y GW L V Q U S T OM E R I K E N P P D F H TW Y P A A I L A Y Q U A I I A Q V S Q QWN N A F A I Z S K T T X X H L H G Q C ZWO A I Z L U E NOND C J V GN F O P L OQ X P T I D T ON U O T E A K D C E L B S R N F R K R G H E P V K Y S Z T L P R A A EWU U A HWA L E U E I R QQ Z N B Q B E

44 | November/December 2021 | ALLPRO INDEPENDENT

Octobermist

PaintCenter

Microﬁber

Hadlocks

Olivesprig

Coverall

Customer

Silicone

Bahamas

Gravity

Sweater

Allpro

Fluid

Coating

Paint

Brick

Stain

Wood

WOOD STAINS THAT DELIVER

Versatility Mastered Old Masters offers three unique wood stains targeted for specific jobs and wood types.

FAST DRY STAIN

WIPING STAIN

GEL STAIN

• High quality interior oil-based penetrating stain

For general woodworking, difficult to stain woods, veneers, and faux wood graining

For doors, cabinets, crafts, antiquing, and general woodworking

• Robust, thick formula allows for superior color control

• Achieve intense uniform color in an easy, single application

• Applies easily with rapid dry time • Ability to top-coat quickly, granting a more efficient turnaround • Enhances the wood’s natural grain with its intensified depth of color and clarity

• Best for interior woods such as pine, birch, maple, poplar, and cherry

• Perfect for interior and exterior wood, exterior fiberglass doors, and vertical surfaces

COME JOIN OUR FAMILY myoldmasters.com |

(800) 747-3436

FINAL COAT | WORDSEARCH

Word Search

W A I T I N G F O R T H E PA I N T T O D R Y !

Find all 18 words hidden in this puzzle - forward, backward, vertical and diagonal.

M I B J V T Y R OU Z N F L B A A F I T L Y L V L R C U P E Z I R E Z V O B G P BWK P O C GD GMOU S V N V T O L D A F R U I WC A N U V J Y H K Y N QW I

ALLPRO SILICONE Octobermist Microﬁber OLIVESPRIG PaintCenter MICROFIBER OCTOBERMISTCoverall PAINT Olivesprig Customer CUSTOMER STAIN Bahamas Gravity Sweater HADLOCKS COVERALL PAINTCENTER Coating WOOD Paint Fluid

Stain

ANSWERS ON P. 44

Wood

46 | November/December 2021 | ALLPRO INDEPENDENT

GRAVITY Hadlocks COATING SWEATER Silicone FLUID Allpro BRICK BAHAMAS Brick

Authentic Italian finishes providing a variety of looks.

Classico Limewash * Masonry Paints * Lime Slurry * Plasters * Interior Paints

I have nothing against natural brick. I think it’s beautiful. But I am a sucker for that European lime washed brick. ~ Lauren Shaver at Bless’er House Blog

A unique product offering for brick and masonry—adding more PRO sales to your store. Romabio is growing and looking for new dealers—contact us today. Scan QR code to learn more. 678-905-3700 | Follow us @romabiopaints. www.romabio.com | ©2021 Romabio Paints, LLC

@blesserhouse Charlotte, NC

4946 JOANNE KEARNEY BLVD. TAMPA, FL 33619

see you soon 2022 SPRING SHOW

March 2022 ATLANTIS Paradise Island Bahamas

ALLPRO Independent Magazine November/December 2021

Articles inside

HADLOCK’S HOUSE OF PAINT