Ind epe n de nt November/December 2019
SETTING UP SHOP WITH MOM & POP KEEPING FAMILY TIES UNTANGLED IN THE WORKPLACE
U S ER G E NE R ATED CO NT ENT Authentic Marketing in the Digital Age ELE VATE YO U R SAL ES T E AM’S TACTI CS IS IT TI M E FO R A R EBR AND? APPS E V E RY S MAL L BUS I NESS S HO U L D K N OW ABO UT
An ALLPRO® Publication
AT THE MIKE | BRAND POWER
@ A L L PROCOR P
THE POWER OF THE ALLPRO BRAND
MI CHAEL BEAUDOI N Executive Vice President ALLPRO Corporation
S P O T L I G H T:
he ALLPRO brand originated shortly after the group was founded back in 1960 to help the group provide its members a distinct competitive advantage. Today’s challenges to the group and its members make it more important than ever to rally around the brand and control our future. The ALLPRO brand is different than many other private labels in the respect that it partners with select ALLPRO suppliers, takes their best-selling products, and gives it to members in the ALLPRO brand at a more competitive deal. This is very important since we do not outsource these products, compete with our suppliers or ask members to pioneer unproven product. It enables members to sell a product that is already successful but with our brand on it. The value is that we control the ALLPRO brand and it is exclusive to ALLPRO members. We know it will never end up in a home center or a peripheral channel. Members are more successful financially when selling the ALLPRO brand.
redding paint mart andriots
They differentiate their business from other retailers as well as the national chains. If a supplier does not earn the brand, the group may elect to change that supplier. It gives our members the ultimate control over the products that they sell and rely on to service their customers. There are challenges to building a brand and we are aware that some geographies are more accepting than others. We work very hard to provide members with many options to support the ALLPRO brand that includes virtually every category in a paint store. In addition, we have been more sophisticated in how we present our products by offering them in merchandisable programs. We feature them at the shows and for the first time at next year’s spring show, we will introduce the “ALLPRO Store” where members will see all major ALLPRO branded programs merchandised with placement deals. We have invested in warehouses and technology to make these products available to our members either
16 How to Promote this Year’s Color of the Year in Your Store 18 Setting Up Shop with Mom & Pop: Keeping Family Ties Untangled in the Workplace
through direct purchase or through our growing distribution network. This network includes both the ALLPRO distribution centers and ALLPRPO member distributors. We have also made investments in advertising to help build end user awareness and augment your efforts. Given the breadth of product, the availability of distribution, and the strategic importance of our brand, there are no impediments to being successful if there is a determined effort. Each member has made an investment to join ALLPRO. That investment will become increasingly more valuable if the ALLPRO brand were to become a strong national brand. In addition, having an “ALLPRO identity” in your stores will increase the awareness of our group. Some of the biggest brands in our industry, the ones that all other channels are looking to have access to, started in the independent retailer. That same effort today can still work and properly position our group and its members for the future.
20 Is it Time for a Rebrand? 24 Sales Scripts & Tips: Customer Connections & the Art of the Upsell
26 ALLPRO Pulse: Industry Trends to Watch in 2020 39 A Time to Rebuild: Aid to the Bahamas
November/December 2019 | ALLPRO INDEPENDENT | 3
IN MEMORIUM | INDEPENDENTS
In Memoriam
Richard Purcell Jr.
Phillip Alan Wyant
On Tuesday morning, September 24th, friends and family said goodbye to Richard A. Purcell Jr. at Crouse Hospital. Richard was 65 years old, but the light and love he brought into the world far surpassed his years. Richard is survived by his wife, Mary Lopez Purcell, and their eight children and seven grandchildren. In addition to being a family man, Richard founded Purcell’s Wallpaper & Paint, a company he worked at and grew for over forty years. John Purcell, who worked alongside Richard for forty years, recalls Richard’s “rare ability” to have both parties leave a negotiation or deal feeling that it worked for both of them. The impact Richard has had on his community was apparent for John when several contractors approached him at the funeral, which was held on Saturday, September 28th at Our Lady of Hope Church in Syracuse, to let him know that without Richard, they never would have been able to get their business going. This was the kind of man Richard was: always looking for ways to give back. When Richard wasn’t working, he was spending time with family or taking in the great outdoors (hiking was among his favorite pastimes), or stopping by one of his (many) favorite coffee shops (a habit that resulted in several espresso beverages named after him). Customers and co-workers alike will miss his friendly presence and generous smile.
Philip “Phil” Alan Wyant passed away peacefully in his home on Saturday, September 21st, 2019 at 82 after a brief but courageous battle with cancer. He was surrounded by family, much how he spent the majority of his life. Phil married his wife, Carolyn McCord, in 1965, and they enjoyed 54 wonderful years together and raised two beautiful daughters, Lora Rachel and Holly Nell. Together, Carolyn and Phil founded Perspectives Inc in 1980, which quickly grew into a thriving business venture thanks to Phil’s focus on superior customer service and his intuitive color matching skills. In 1985, Perspectives was named one of Inc. Magazine’s 500 fastest growing companies. Phil was a beloved member of the ALLPRO community, constantly lending his expertise, time, and energy. Upon his retirement in 2004, Phil gave back to the Southland community by planting trees, reviving public spaces, and starting a Sunday Farmer’s Market and the Southland Jamboree Bluegrass Music Series, which both proved to be unifying staples for the Southland’s residents. He was constantly trying to improve the lives of others around him: coworker, Jason Taylor, calls Phil “the guiding force for Perspectives and indeed the entire Southland Shopping Centre area.” The ALLPRO family will remember Phil dearly for his resilient work ethic, raw talent, welcoming spirit and the legacy of success he leaves behind in Perspectives Inc.
From all of us at ALLPRO, our deepest condolences to the friends and family of Phil and Richard; their contributions to our community and warm spirits will not be forgotten.
November/December 2019 | ALLPRO INDEPENDENT | 5
INDEPENDENTS | ON THE BLOCK
Co n gra t ul a tions to all t he n ew ad d i t i o n s to our A L LPRO family!
VOLUME 2 ISSUE 6
AMERICAN PAINT SUPPLIES INC. Please join us in welcoming American Paint Supplies Inc. of Naples, FL to the ALLPRO family of independent retailers.
HOOVER PAINT STORE has opened two new stores, located in Mt. Juliet, TN and Manchester, TN.
ALLPRO Leadership President Glen Morosohk Executive Vice President Mike Beaudoin Vice President of Merchandising Scott Morath Marketing Coordinator Susie Fontana
TEXAS PAINT & WALLPAPER has opened a new location in Arlington, TX
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.
6 | November/December 2019 | ALLPRO INDEPENDENT
LDM GROUP LTD. Has added three new stores to their roster, located in New Milton, Lymington, and Ferndown, UK.
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
Color is transformative. It inspires. It soothes. It excites. But, it’s not art until it’s had a proper shake and mix—that’s where we come in. The only way to ensure a proper paint job is to shake it up with the best—a Radia machine. Your customers deserve that. From paint chip to “WOW” on the wall.
RADIAPRODUCTS.COM
Betsy Erickson/Essence Photography
8 | November/December 2019 | ALLPRO INDEPENDENT
SPOTLIGHT | REDDING PAINT MART
redding paint mart Like so many paint dealers, Jeff Schuler stumbled into entrepreneurship accidentally. But once he found his footing in his father’s footsteps, things seemed as though they had always been meant to be. Redding Paint Mart opened its doors in 1967, but after fourteen years of business, they nearly had to close them. Jeff’s father, Joe Schuler, had been working at the store since the early seventies, so when the original owners ran into financial woes and had to sell in 1984, Joe purchased the company, and with a little hard work, managed to bring their three stores back into the black. Joe had a vision for a higher caliber of customer service, and he imbued those values into the core of their business model. Jeff spent most of his summers as a teen working odd jobs around the store for extra cash, but he never imagined it would be a part of his career in the future. In fact, he had dreams of joining the police force, enrolling in college to study law enforcement. But after a few years and fading interest, Jeff began feeling like he was passing up a pretty great opportunity, and promptly left college to return to the company store. “It’s the paint industry, once you’re in it, you can never really get out of it,” Jeff remarks. In 1990, he began working for his father full time. Jeff understood it wouldn’t be a free ticket to the top by any means. He would have to work for his standing, otherwise he would never gain the respect of the other employees, which, Jeff tells us, have
always had a low turnover rate at Redding Paint Mart. “The main thing is I respected my dad,” shares Jeff, who describes his father as a “stern but fair” manager who was always trying to accommodate his employees. “He had taken the business over when it was near failing and had really brought it back to a viable business again. I really just followed his leadership and, for me, I learned from the bottom up. I started mopping floors and cleaning bathrooms and all that. I got as much training as I could from the technical side of things too.” By the time his father retired in 2015, Jeff had a comprehensive knowledge of the nuances of every aspect of operations, making him the perfect person to take over. It’s easy to trust a leader when you know they’ve had the experience and training to back up their decisions. “The hardest part for a lot of families in business together is that people think the only reason you’re there is because your father owns the business, or whatever the relation is there. I don’t get a lot of that because my product knowledge is so strong.” Before Jeff took over for his father, Joe offered some simple advice that has acted as a lamppost for him: take care of your employees and your customers. “It sounds so simple,” Jeff laughs. “But I promise you it isn’t. That’s for sure.” The brass text Jeff offers as insight into his managerial style is both refreshing and honest.
Pictured: [left to right] Ron Hodgdon, John Sloan, Joe Schuler, Tim Targus, Cindy Ercoline, Patty Sullivan, Jeff Schuler, Jacki Wentz, Steve Bethea, Scott Moutard
November/December 2019 | ALLPRO INDEPENDENT | 9
There is so much unpredictability involved in being an entrepreneur, and with a broad set of values, he’s able to adjust to his customers and employees needs without overcomplicating the vision. “Service first has always been our philosophy,” Jeff explains. “It’s always better to take the high road and retain that customer, and know they’re going to be with you for a long time and hopefully respect what you do for them.” For Jeff, the challenge has been about balancing priorities: retaining that exceptional level of service while still being competitive in the marketplace. When Jeff’s dad first took over, there wasn’t the same competition, which is where Jeff says ALLPRO has been so instrumental in their continued success. “You just have so many more resources. It’s not always just price resources, there are a lot of different avenues where ALLPRO can help with that competitive advantage.” Their membership has allowed them to hold their core values near and dear, while still keeping up with emerging trends and products.
Q:
i f yo u w e r e a pa i n t c o lo r ,
w h i c h c o lo r w o u l d yo u b e ?
“ BENJAMIN MOORE CSP-30 ESPRESSO BEAN. FOR ME, THE COLOR IS MELLOW YET BOLD. IT IS ORGANIZED. IT EXPRESSES MY LOVE OF THE OUTDOORS. - JEFF SCHULER Q: w h at’s th e b i gge s t p a i n t s p i ll you’v e se e n i n o n e o f y o u r s t o r e s ? A: T hat was actually created by me and it was probably 150 gallons or so. We have some large mixing containers that will hold a couple hundred gallons at a time. One of them, we use a fork lift to lift it up and we had gotten busy, and I set a five gallon bucket under the spigot, then the hydraulics just gave out slowly, and crushed the five gallon bucket, and then that bucket crushed the mixing container, so it was just free flowing everywhere. It took us a whole day to clean up. Q: W h at c an w e f i n d y o u d o i n g w hen you ’re no t i n t h e s t o r e ? A: R Ving with my wife, hunting, golfing: anything outdoors!
R ed di ng P ai nt M a r t h a s t h r e e locat i ons i n Re d d i n g, R e d B lu f f and And e rson, C a li f o r n i a .
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In terms of the future, Jeff says he isn’t sure what that might look like. It’s clear he loves what he does and shows no signs of slowing down, but eventually, he’ll have to pass the torch much like his father did. With no children of his own, Jeff doesn’t have a next-in-line quite yet, and it’s apparent he doesn’t want to force anything either. “If the right opportunity presented itself,” Jeff reveals, “I’d love to keep it in the family.” He’s careful to clarify that he would want whoever it was, perhaps a niece or nephew down the line, to earn their spot just as he did. Jeff takes tremendous pride in his store, and it’s all the more gratifying to know the role his hard work has played in growing the business from the bottom up. Any future owner should get to feel that sense of pride too.
ALLPRO INDEPENDENT_SEPTEMBER_OCTOBER._HALF PAGE.pdf
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MAKE YOUR SOLVENTS STAND OUT! The all new AllPro label is now available in the Northeast distribution center and direct from Packaging Service Co., Inc. The same Crown® solvents preferred by the professional since 1971.
CONTACT A SALES REP AT 281-485-5377 OR EMAIL WEBSALES@PACKSERV.COM
Pictured: [left to right] Area Manager, Brandon Fletcher; Owner, Jim Mallory; Area Manager, Joshua Harrison; and General Manager, Juan Rios 12 | September/October 2019 | ALLPRO INDEPENDENT
SPOTLIGHT | ANDRIOTS
andriots
Kelly Goree/Kelly Goree Photography
J Andriot is as dedicated as they come. That much is crystal clear after we got the chance to catch up with him about the evolution of his business, which his father opened up in 1978. BJ lets us know that our phone call comes at a time where he is manning the store solo, so he may have to press pause on things to help out a customer or answer the phone from time to time. We don’t mind one bit, because it gives us an up close and personal look at just how much BJ cares about his work: always speaking with kindness in his voice and eternally happy to help others, whether it be Andriots’ loyal customers or its hardworking employees. “I just love solving people’s problems,” BJ shares. “I love seeing the finished product, when we really transform a home, or when a customer comes in and tells us how great a color we chose for them turned out.” The enjoyment BJ gets out of bringing other people’s vision into reality is evident, but it’s also clear that his generosity extends well beyond the regular scope of his role. “We get a lot of older customers that come in and they don’t know how to find things online and they have some weird request and we’ll get on google and help them find it, sometimes even order it for them. We’re not making money, but we just do it because they are our customers.” That type of patience and dedication to the job is hard to come by in this day and age, and it’s refreshing to hear him tell this story with a layer of discernable joy: these customers aren’t a nuisance for BJ, like
they might be for many; they are another reason why he loves owning this business. When BJ’s father opened Andriots, BJ was just twelve years old. He spent his teen years helping out around the store, doing odd jobs and mixing paint here and there. Though he never planned on taking over the business, he began working for his father after completing college, and then officially took over in 2005. “It just kind of evolved,” shared BJ. Today, you can still find BJ’s father in the store helping out three days a week, and here and there when an extra set of hands are needed. “I definitely had some big shoes to fill,” BJ notes in reference to taking over after his father. “He’s just an awesome guy. He grew up here, and it’s a small town. People still come here today because of him. You’re taking care of people all these years, and that’s what really makes people customers for life.” Andriots’ philosophy is about more than just creating a great service experience. It’s about raising their customers’ spirits. “We try to make people’s day, every day,” BJ says, speaking to his business philosophy. “People come in and they might be having a bad day, but if you greet them with a smile, it’s hard for them to be upset. Kindness really is contagious.” This approach to sales has yielded big returns recently, as Andriots upgraded from 4,000 square feet to 12,000 back in June when they moved from a historical district to a higher-visibility location. “It’s been huge for us,” raves BJ. “Our paint business has doubled in the last
Opposite pictured: [left to right] Bob, BJ, Michele, and Chaz Andriot
November/December 2019 | ALLPRO INDEPENDENT | 13
Q:
i f yo u w e r e a pa i n t c o lo r , w h at c o lo r w o u l d yo u b e ?
“MOPBOARD BLACK. FOR SOME REASON, I LIKE THAT NON-COLOR. IT CALMS EVERYTHING DOWN BUT ALSO ACCENTS EVERYTHING AROUND IT. IT MAKES EVERYTHING REALLY STAND OUT.” - BJ ANDRIOT Q : W hat d o you lik e t o d o wh en you ’ r e n ot wor k ing? : A: Lately, I like to be on the lake. Boating. I like to get in the water. I think it’s grounding. Like a reconnection to the earth. Q : A re you a n ight owl or an ear ly b ir d ?: I A: I’m definitely not a night owl. I go to the gym first thing in the morning at five am. I do some praying or some meditating. I’m in the gym four days a week. Q : A ny b ook or pod cas t r ecommen d at ion s ?: A: I’ve been listening to a lot of podcasts lately. It’s great for when I’m just out going for a walk. I love The Ed Mylett Show. three months!” One of the things that has made this growth possible, BJ reiterates, is his ALLPRO membership. “They are amazing. I don’t even know how I would do it without them. The comradery you have with the other stores, the buying power. It’s amazing. I’m a small store but when I call big companies like Graco, or whoever, it just gives me more buying power. It’s enabled our expansion and it’s helped with our profit margins a lot.” Also instrumental in maintaining their hold over their local market and ensuring their growth has been the younger generation of talent and techsavvy support that BJ has in store. He relies on his twenty-five year old daughter, Keala, and his younger employees to help drive their online presence. In an increasingly digital marketplace, BJ understands the value of the reach social media creates. “I’m learning to turn that stuff over,” he shares.
“I can pretend like I know what I’m doing, but I’m really just lost. It’s a brave new world out there. It’s crazy.” Moving into a new era with new tools and unfamiliar cultural expectations can be intimidating, but the best leaders understand the value the next generation brings with them, and leans on them accordingly. BJ and his father have been able to forge ahead into the future while retaining the values of their past and the result is a business that continues to experience steady growth while retaining their loyal customer base. BJ may not know his way around the new Instagram algorithm, but he certainly knows the way to win a customer’s heart, and he understands that a business is always strongest when its talent works together. Congratulations to Andriots Paint for all your success and moving into your new location, from your ALLPRO family!
A n d r iot s h as on e locat ion in S helb yville, Ken t u cky. 14 | November/December 2019 | ALLPRO INDEPENDENT
DAILY MIX | COLOR OF THE YEAR
HOW TO PROMOTE THE COTY IN YOUR STORE FIRST LIGHT 2102-70 After much deliberation, Benjamin Moore’s selection for the 2020 Color of the Year has been made, and it operates as an ode to the dawn of a new decade. First Light (210270) brings a breathless and unapologetic optimism into the room, signaling to the hopefulness the younger generation continues to push into the larger social consciousness. Eternally uplifting, this shade has the power to energize and soothe all at once, encompassing the essence of the romantic. Its subtle but sultry pink hue lends an intuitively feminine sensibility without overpowering its status as a neutral. First Light calls toward nature and holds us in the space of day-break, where potential is overflowing and the possibilities are endless. This shade is a thoroughly inspiring color with the ability to transform any space into your sanctuary.
CHINESE PORCELAIN PPG1160-6 The color experts at PPG have spoken, and they have determined their 2020 Color of the Year to be an ode to the escapism that our rapidly shifting social landscape inspires: Chinese Porcelain (PPG1160-6). They cite the shade as a “blend of cobalt and moody, ink blue” that instantly inspires peace and relaxation in the midst of a world that is constantly demanding more of our attention and energy. The rich hue is undeniably hopeful and riddled with the texture of tradition, as its name might suggest, while also providing the perfect backdrop for furniture pieces and complimentary colors to pop. The color is versatile and vibrant, while still retaining some subtlety in its composition, making it the ideal shade to appeal to a demographic that is seeking both calmness and inspiration.
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Create some Buzz: Post to your social media channels! Captions could include any of the following information: the best spaces/places to use the shade; the reasons behind why this shade was selected; or information about the selection process.
Host a COTY launch event: Plan a party that can double as a customer appreciation event! Showcase concepts including the shade; inspire your guests to create their own palettes including the color! It’s a great idea to offer some goodies or coffee beverages to act as an incentive for attendees.
Offer free testers to customers: Let your customers try the shade out in their home so they can see the powers of the new COTY in play. Once they see it in the context of their own space, they’ll be coming back for more!
Increase the Visibility: Grab images from the media kits available to retailers and post them near your counter. Make sure you have swatches close at hand as well!
Educate your Sales Team: Make sure your sales team is comfortable and confident talking about the selected color. The more familiar your staff is with this year’s selection and how it can best be utilized in your customer’s homes, the better they’ll be at selling it!
MEMBER’S CORNER | SUCCESSION
SETTING UP SHOP WITH MOM AND POP Keeping Family Ties Untangled in the Workplace orking in a family business definitely has its perks (flexible hours, getting to spend time with your loved ones while on the clock, and building a family legacy for generations to come), but it also has its pitfalls. It’s all too easy for messy family dynamics, unresolved issues, and unrestrained emotions to get in the way of a stable and professional atmosphere. And while these sorts of problems can seem innocuous enough at the start, if they go unchecked, they can contribute to a toxic work environment and ultimately act as a barrier to business success. Thankfully, there are ways of mitigating the potentially damaging effects of unhealthy family dynamics within the workplace, that may even strengthen the ties that bind at home as well. We’ve broken down some of the best tactics and approaches when it comes to mixing business with family: Never Assume: Because you know your family so well, you’re more inclined to believe you already have a firm handle on their needs and wishes, often causing communication lapses that can easily ignite conflict. The best approach is to remind yourself that even if you have an idea of how someone might feel or react to a certain decision or situation, you should always give people the opportunity to voice their opinions, so at the very least
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they won’t be blind-sided by any sudden changes or issues. Don’t Take or Allow for Shortcuts: It’s crucial that any younger family members entering the business (especially if they are in line to eventually run the company) work their way up the ladder. Not only will this provide the necessary insight and experiential knowledge to run things smoothly and effectively, it will also give the next generation leader the clout within the company that will render other employees receptive to their leadership. Create an Open-Door Policy: Non-family members involved in the business may feel hesitant to come forward with issues of underperformance or customer complaints. They might be worried about offending the employee in question’s relatives, or feel that it’s unlikely that any action will be taken to rectify the problem. For this reason, it’s imperative that you sit down with all staff and ensure they are aware that you aim to treat all employees, family members and others alike, the same. And then you need to follow through. At the end of the day, giving special treatment to one or several employees is bound to create a toxic culture. Be Open to Alternative Viewpoints: Because birds of a feather flock together, a phenomena called “groupthink” is likely to occur in an environment where multiple
Pop
Pop’s Paint
members of a family are working together. In this scenario, these individuals are coming from similar upbringings and backgrounds, aligning their viewpoints on most fronts and creating conditions that are resistant to change. Remember that the best ideas come from collaboration and multiple perspectives coming together, so make a concerted effort to be open to alternative views, even (and perhaps especially) those that challenge your beliefs or initial reactions. Establish Boundaries: Create policies and protocols in advance to clarify expectations and consequences and ensure every family member has a copy and is aware of its contents. Try your best to separate home life and work life: many employees of family-run businesses have difficulty escaping their work (it’s easy to talk shop 24/7 when your employees live with you). If/When the time comes to reprimand or give negative feedback to a family member, make it clear to the family member (and yourself) that you are acting for the long term benefit of the company. It’s also helpful to let your family members know that their performance at work in no way affects your personal relationship and how you feel about them as a son/daughter/niece, etc. Define Roles: Identify the structure of your company and clarify the line of authority within your business. This will help keep all employees on the same page and priorities in check. Additionally, when people have a clear understanding of their responsibilities, they are less likely to step on toes or drop the ball. When each individual fits easily into their own niche and feels their unique skills are valuable, day-to-day operational conflicts are less likely to arise. Reward Fairly: It’s vital that you reward your employees according to their performance and achievements, not personal relationships. Problems are sure to arise if your employees don’t feel their hard work is noticed or valued. Things like bonuses and promotions should be backed by tangible evidence of the employee’s contributions to the team.
MEMBER TO MEMBER “We’re a fairly large operation. We have 19 stores with family scattered throughout. The biggest thing for us has been about staying in your lane. We have to trust each other to do the job that we’re supposed to do. The benefit of being family is that we do have a certain amount of trust. But I think sometimes that closeness can get in the way too; it’s easy to be overcritical of family members. But we just try to stay open and honest with each other. And that’s been a big part of our succession process, because we’re currently in the process of taking over for the previous generation. It’s been about separating family from work and putting the business first, because it’s not just a piggy bank for our family, it’s about 490 other people that work here and their families. We had a succession consultant come in and help with the up-front and now it’s just about executing that plan. Everybody knows what needs to get done and we have to be pretty strict about it because it’s a large business with a lot of moving parts. One of the things that my generation always says to each other is be open and honest and don’t be afraid to speak your mind, but make sure at the end of the day we can still have a beer together.” Scott Herling, Manager of Sales and Operations, Paint, Ring’s End “Honestly [working with family] is a big challenge. The boundaries are always blurred. We try to keep it where we don’t discuss work outside of working hours but it never works out that way. When something means so much to you it’s hard to just turn that off when it’s five o’clock. I would say, patience is huge. I always tell my family to try to leave the emotions out of it. But you just have to try to keep it as business-like as you can. Succession planning is a huge thing in this industry. Sometimes the parents don’t want to talk about it because they want to do it until the day they die, which isn’t really feasible. And sometimes the kids don’t want to talk about it because they don’t want the responsibility. But people need to talk about it. So many retailers end up going out of business because they didn’t have a plan in place of what’s going to happen.” - Nikki Young, A & E Paint Centers “I can only speak from my experience, but I can’t imagine jumping in and buying a business that I had no prior experience in. I know people do it all day long, but I guess in terms of Johnston’s, I would be fearful of someone coming in that wasn’t so vested in the history of the company that they would not carry out the business in the manner that the original founders wanted it to be carried out.” - Melissa Murphy, new owner of Johnston Paint & Decorating, on the importance of succession planning
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MARKETPLACE | BRANDING
REBRAND RED FLAGS Whether you’ve run into a negative image issue or you’re struggling to keep up with a shifting target audience, there are plenty of markers to look out for that might indicate it’s time to reimagine your brand. It can be hard to let go of or dramatically change the foundation of your business, but oftentimes, it can be just the lifeboat you need to avoid the iceberg. Read through these red flags that can reveal it’s time to move in a different direction: y our b ra n d n a m e n o lo n ge r re f l e c t s y o u r b r a n d v i s i o n : S ometimes, fluxes in cultural contexts shift the meaning of a brand name, or perhaps your business has simply evolved past its original vision. Either way, if you’re feeling a disconnect between your brand and the goals and values embedded in your company, it’s time to look at a rebrand. y ou’re f a i li n g t o d i f f e r e n t i a t e yourse l f f r o m t h e c o m p e t i t i o n : Branding is all about signifying to your customers what differentiates you from other companies in your industry. If your brand fails to do so, it’s time to first, clarify what it is that sets your brand apart, and find a way to illustrate that in a brand new cohesive brand narrative.
you ’ve ou t gr own you r b r an d : Maybe you’ve become too big for your britches and are suddenly competing with higher-caliber brands. Scaling is important when it comes to creating a brand that will jive well with your customers and collaborators, so a shift of that nature might require you to rebrand in order to compete at a higher level. you ’ r e movin g in t o a n ew geogr aphical r egion : Expansions and moves can often necessitate a rebrand, particularly if your brand was rooted in local culture or its geographic region. A new location means a new customer base, so you’ll need to appeal to a whole new demographic. you ’ r e u n d er goin g a mer ger
y our b ra n d h a s b e c o m e ov e r ly c omp l e x a n d c o n vo lu t e d : Less truly is more when it comes to branding. No one wants to visit a website and feel like they are being pulled in several different directions. Your brand should be clear and concise, and articulate your vision, mission, and values. If your brand feels like it’s lacking in clarity, that means it’s time to go back to the drawing board. your b u s i n e s s m o d e l o r strate g y h a s s h i f t e d : Brands reflect their business models and strategy, so if you’ve recently moved in a new direction in either of those areas, your brand should follow suit. It’s unlikely that a brand’s goals and strategic objectives remain intact throughout their entire journey in the marketplace, and subtle shifts are fine so long as you are fine-tuning your brand along the way. However, a major change in strategy should necessitate an equally major change in the way you represent your brand.
SOMETIMES, A REBRAND IS NECCESSARY IN ORDER TO STAY RELEVANT. 20 | November/December 2019 | ALLPRO INDEPENDENT
or an acq u is it ion : I f you are merging with or acquiring a business, you will likely want to look at rebranding. It’s crucial to consider how the two partner companies fit together, specifically in their brand architectures. A failure to take these nuances into consideration can often mean both brands will suffer. you n eed t o d is t an ce you rsel f f r om a n egat ive image: In 2019, we live in a “your cancelled” society; it’s all too easy for a seemingly innocuous scandal or a few bad reviews to destroy even a strong brand’s reputation. When you can’t seem to outrun the rumor mill, it’s sometimes best to rebrand in order to disassociate your business. you ’ r e t r yin g t o con n ect with a n ew au d ien ce: Today, brands are struggling to remain relevant to a millennial audience, but soon, it will be Gen Z’s eyeballs that everyone is chasing after. Shifts in the buyer’s market mean shifts in your target demographic. Pay attention to these ebbs and flows and ensure your brand is relevant to groups with significant or emerging purchasing power. Sometimes, this just means a subtle shift in messaging, other times, a rebrand is necessary in order to stay relevant.
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MARKETPLACE | BRANDING
is it time for a rebrand? f you’ve taken stock of things and decided it’s in your best interest to initiate a rebrand, or maybe you were never entirely clear on your brand vision in the first place, use these prompts to clarify the foundation and strategy of your business. The more you understand and imbibe your brand’s vision and values, the better you’ll be able to communicate that to your customers. For the best results, you’ll want to spend time writing out your thoughts as they pertain to each aspect of your brand. Once you’re satisfied with your brand story, share with your staff; making sure each of your employees is on board is key to ensuring our brand vision is reflected in every aspect of your business. uni q ue v al ue p r o po s i t i o n : What sets your business apart from the other companies in your sector? What is your competitive advantage? If you can’t think of what is truly unique about your business, it may be time to restructure or reframe how you’re thinking about your company. mi ssi on & v i si o n s t a t e m e n t : Most business owners understand the value of a clear and concise mission and value statement, however, some brands fall short when it comes to specificity. Try to incorporate as much information as you can, while still keeping your statement streamlined and crystal clear. You don’t want to just say your business aims to be the best, you want to try to explain how you plan to accomplish those goals. va l ue s: Define what matters most to you in your day-to-day operations and how you would like your brand to be viewed by your customers. Create a list of values that are important to you, and then add brief descriptors that act as calls to action. ta rg e t m ark e t/a u d i e n c e : Clearly define who you are trying to reach. Who are you selling to? Once you determine your target audience, become obsessed with your hypothetical customer. Find out what rhetorical strategies they are most receptive to and what their values are. Create a statement outlining your ideal customer, and don’t be shy on the specifics! messag e : Your message should be defined after you’ve clearly articulated the other aspects of your brand (and this should make its composition a piece of cake!). Your message should take on the voice of your brand, speaking directly to your target audience, communicating the salient points of your mission, vision, and unique value. It’s great to be a little playful (so long as that’s appropriate given the context of your industry), but you want to ensure your message is still professional.
22 | November/December 2019 | ALLPRO INDEPENDENT
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ON THE FLOOR | SALES
sales scripts & tips veryone has had an experience with a pushy salesperson. We all know the feeling: desperately searching for a break in their pitch so you can express, once again, your disinterest. There’s a fine line between being persuasive and pushy, and it’s often difficult to know exactly where that line is. But all too often, retail employees miss out on valuable sales opportunities for fear of making the customer uncomfortable, or driving them to the
It’s a great idea to have a checklist visible to customers with all the tools/products someone embarking on a big paint project might need. Create a poster and place it by the checkout or create little cards that customers can take home and bring back for next time (or do both!).
Che c ko u t Chec k l i s t Paint Brush: for easy application, even in the tricky corners. Paint Roller Cage & Sleeves: for quick, smooth, and broad application. Sand Paper/Block: to smooth surfaces. Paint Tray & Tray Liners: for draining the roller and containing the paint. Tape: to keep lines between the walls and ceiling/baseboards clean. Plastic Drop Cloth: to lay over flooring to prevent stubborn drips and stains. Plastic to Cover Furniture: to ensure all bulkier items that can’t be moved stay in pristine condition. Extension Pole: so your roller can reach higher up areas.
exit sign. The reality is, the difference is all in your demeanor and tone. Effective sales techniques require a whole lot of patience, attention to detail, and a little bit of skill. But the tried-and-true saying “practice makes perfect” is the real key to success. Once you’re more comfortable and confident in your role, better sales techniques seem to come naturally, and you’ll feel like you’ve been doing it all along! Follow this advice to ensure you’re maximizing your persuasive potential:
1. get t h em t alk in g Ask open-ended questions. Questions that instigate a yes or no response aren’t ideal, because you won’t be able to learn much about them from their responses. Good conversation, on the other hand, can reveal a lot about your customer. What project they’re working on, their price-range, what products they might be interested in and which pitches you’d be wasting your breath on. 2. mas t er t he ar t of s u gges t ion Once you gather a little bit of background information, you can better anticipate their needs. Suggest products that fit into the narrative they’ve given you. Solve a problem they’ve communicated to you. If the product you think best fulfills their needs happens to be on the more expensive end, make sure you clearly articulate its benefits and features. 3. b e ok ay wit h r ej ect ion Not every attempt at up-selling or cross-selling is going to be a success story. The reality is, even the most persuasive amongst us will experience the defeating feeling of being shut-down at the counter. The reality is, this will probably happen frequently. What you don’t want to do is react poorly and put the relationship the customer has with the store in jeopardy. When you do get turned down, don’t take it personally. Simply evaluate your performance, see if there was anything you could have improved on, and get back out there! 4. t ake con t r ol of t he n ar r at ive If you’re the one asking the questions and leading the conversation, you’ll be better able to anticipate your customers apprehensions and craft solutions preemtively. Instead of letting the customer ask “how much” and quickly follow your answer with a definitive “no”, work the price into a conversation about its quality and longevity, so that the price is justified before the customer even hears it. 5. b e as vivid as pos s ib le People connect easily and intuitively to story, so the more vivid you can be with your descriptions, the better. Allow your customer to see in their mind’s eye a version of their life with said product or service. Illustrate the reasons why this purchase will translate into a better experience for the customer.
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$
upselling:
Suggesting a similar product of a higher quality and price. This is essentially about getting your customers to understand and believe in the value of the product you’re selling. You need to get your customers to associate more expensive brand names with quality rather than cost. If they come in looking for a
specific low-end product, ask them why. Maybe they’ve had poor experiences in the past. Maybe you’ll learn they are using a product incorrectly. Or maybe they aren’t understanding the benefits of switching to a better product. Even if you can’t change their mind, an educated customer is the best kind.
script A customer walks in and lets you know they are looking for a paint brush. s al e sp e rson: I can definitely help with that! Can I ask what the project is for? cu st ome r: I’m a first-time home-owner and beginning the renovation process. We’re trying to save money by doing as much of it ourselves. Our first step is to paint the bedroom. I don’t need anything fancy, just your basic model. s al e sp e rson: Oh how exciting! We have a great selection of brushes to choose from, but I highly recommend this one. I’ve used it in my own home and it provides a smooth application and has a much longer shelf life than your base model would. cu st ome r: Hmm, how much is it? s al e sp e rson: It’s at a little bit of a higher price point, but it’s worth the investment in that it will save you time and money in the long run. Especially since you’re a new home owner starting a big reno: I’m sure this brush will be getting plenty of mileage over the next couple of years!
If a customer has clearly communicated that they are on a budget, it’s important to respect their wishes. Being sensitive to their needs and limits will improve their perception of the interaction, making them more likely to become a return customer.
cross-selling:
Offering a product that is relevant or complementary to the product they’ve already got in their basket. With cross-selling, you want to be reasonable with the price points you’re suggesting. For example, if someone is purchasing a $40 shirt, it’s unwise to cross-sell by suggesting a $60 tie. The complementary item should be worth a percentage of the original item (experts usually put this number between 20% and 25% ), otherwise the customer will be unlikely to shell out extra cash.
A customer who has been coming to your store for years walks in. In the past, they’ve purchased a paint for previous projects, a roller brush, paint brushes, and other sundries. This time, they are working on a new project: they are re-painting their spare bedroom and looking to purchase a few gallons of paint. You’re now walking them to the till to ring them up. s al e sp e rson : Do you need a fresh roller sleeve or tray for this project? - OR s al e sp e rson : Did you need to purchase paint for your baseboards too? - OR s al e sp e rson : Do you need a new paint brush for the job as well?
November/December 2019 | ALLPRO INDEPENDENT | 25
ALLPRO PULSE | INSIDER
user generated content is defined as content that is created by “fans” of a particular product or brand and posted to their platform. It includes everything from comments, reviews, images, or social media posts. One of the major benefits of UGC is that it’s organic, and it acts as a sort of “social proof” that your brand is reliable and authentic, which are quickly becoming the two major markers of success in the marketing world.
Objectives
1. Contest
Engagement: In order to create the conditions within which users are inclined to post to their own platforms to promote your brand the first step is to promote engagement on your own platform: ask questions in your captions, in hopes that users might begin interacting with your brand’s online presence. The more comfortable they are engaging with your brand online, they more likely they will be to begin that conversation on their own platforms.
As paint dealers, an obvious choice for a contest would be to get people buying your paint (or using your services/products) to showcase their finished looks, tagging your brand in the images. With Instagram being a visually dominated platform, this is likely the best space to conduct this contest. Ensure you promote your contest through a variety of mediums: have small cards at checkout to give to customers with their purchase that tells them about the contest and promote through your social media channels. It’s a good idea to keep a story highlight of some kind available for visitors to your page so they can review the rules and regulations of your contest. This way, people have all the information on hand that they need to participate. Ensure you create clear date parameters so everyone is aware of when you’ll be drawing for a winner.
Incentives: Try advertising a contest with a free product or service as a prize for those that post or comment. Even though this will cost your company the price of the product or service being gifted, it will expand the reach (the amount of people who will see the content people are posting about your brand) and increase your followers. Reposting: If you’re unwilling to give away free products or services, another great way to incline users to post content related to your brand is to re-post to your page. In this situation, you’re simply trading exposure for exposure; it doesn’t cost you anything! A FEW WAYS TO IMPLEMENT UGC INTO YOUR SOCIAL MEDIA STRATEGY:
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2. Reviews No website is complete without customer testimonials, so if your lacking in this department, social media and user generated content can be a great way to up your game. Create an incentive for customers to leave comments on your platform: this can be a chance to win a discount, product, or service. By the end of it, you’ll have a boat load of reviews to be used on your website/social media calendar, you’ll have increased engagement on your page, and humanized your brand by allowing visitors to your page to see all the happy customers you’ve served!
the power of user generated content hen it comes to staying up to date with the latest and greatest in the online world, one of our ALLPRO members, Barrydowne Paint, stands out. Kelly Scott has been yielding the power of user generated content to enhance their brand and expand their reach for years now with a great deal of success. We got the chance to chat with her to pick her brain and try to bring her strategy into the light, so our other ALLPRO members can start implementing these tactics as well. For Kelly, there are two sides of her brand’s engagement with UGC; “On one hand, we’ve got the network of designers and painters who we have more of a B2B relationship with rather than the B2C. One thing we realized right off the bat was that a lot of these small businesses and entrepreneurs were trying to do the exact same thing that we’re trying to do. They are trying to grow their audience and connect with their customer.” Kelly explains how these similar goals made their relationships feel “natural” and a “win-win.” “It’s great for them and it’s great for us. It’s kind of like a home-run,” Kelly reiterates. “Where we’ve gone with it since then is trying to engage more of our customers. Trying to get them to post their content and share their photos [of our products].” With the customer in mind and their goal of engaging that customer, Kelly and her team has been working on developing a rewards program, that actually gives customers points for following them on social media, as well as sharing a customer photo review on their website. “On a lot of fashion websites, customers can post their own photos of themselves wearing the garment,” explains Kelly, and she wants to encourage her customers to do the same thing with their paint colors. “I know if I’m looking at a color or product, I’d want to know what it really looks like inside someone’s home. I’m going to believe your photo more than I would believe the images rendered from the professionally staged photoshoot. It’s just that instant trust and authenticity.” In terms of seeking out customers to begin collaborating with, Kelly recommends you “dance with the one you came with,” so to speak. In translation: look to the people you’re already working with! Kelly likens it to a “cold call”, rather than asking them how their color deck is, you ask about developing a mutually beneficial partnership and sharing one another’s content. Most designers have a great following, and of course, from time to time, you’ll have someone hesitant to agree. It can be nerve racking, especially for newer brands still trying to forge their way, to give up even a little bit of control. But one full circle moment for Kelly was when one of the designers who previously turned her down come back
a year later and ask if she was still interested in the partnership. “That meant she had seen what we had been doing with other designers and the results we’ve been seeing and decided it was worth it after all!” Kelly says she sees the results of their strategy every day, sharing stories of customers coming into the store with their phone in tow, pulling up a local designer’s page and asking for a paint color that’s been used in a recent project. “When we are able to engage the design community better, all of a sudden we have more people out there featuring our colors,” comments Kelly.
1. DISCUSS THE TERMS OF YOUR PARTNERSHIP: Kelly chose to profile the designers she worked with on her social channels (you can include a bio, fun facts, or portfolio), and asked that the designers tag Barrydowne paint in the images they posted of the spaces they designed using Barrydowne paint/products moving forward. Instagram is a great platform for UGC because it’s so visually oriented, but if you’re working with multiple social channels, it’s a great idea to post to all of them! 2. MAINTAIN THE SHARING: If you want the people you’ve partnered up with to continue tagging you/reposting your content, you’ll have to continue doing the same! Keep an eye on how much they are sharing your content and make sure you’re keeping up your end of the bargain! You can show support by pressing the “airplane” icon below a post on your feed and selecting “Add to My Story”. Instagram is great because the tag will already appear in your story. 3. TELL YOUR AUDIENCE WHAT CONTENT YOU WANT: Once local designers and professionals have been tagging your store in their images, your other followers will be more inclined to do the same. Encourage your audience by letting them know you’ll be reposting content relevant to your brand (ex. Images featuring your store’s paint/products) so they know to include a tag on their next “After” shot!
ALLPRO PULSE | APPS
apps small business owners swear by When it comes to owning a small business, the more tools the better. No matter how much infrastructure we put in place to ensure smooth and consistent operational standards, things can still fall through the cracks. The good news is that new technologies are emerging every day that help us manage our tasks and responsibilities more efficiently and reliably. The following apps can help you stay on top of all the things on your to-do list, while outsourcing a lot of manual labor to automation and saving you time in the long run.
bear: Entrepreneurs intuitively possess an affinity for great ideas, but all too often, so many of those great ideas fall to the wayside in the midst of a busy work day. Bear provides a streamlined and efficient way for you to jot down all your best ideas, so that all of them have their chance to be brought to their fullest potential. Everything from full-fledged essays to half-baked sentences can be stored. And it doesn’t just have to be for business purposes. Business owners often report struggling with work/life balance, and this is just the tool you need to organize your personal thoughts and tasks so that you can tackle your day with a clear mind. zene f i ts: Whether you have an in-house HR manager or not, Zenefits is a fabulous way of ensuring you are taking care of your employees, for everything from payroll to benefits. It can help you track employee hours, stay on top of compliance concerns, review taxes and insurance plans, and manage employee records. It has an option to integrate other apps as well so that you can view all relevant information in one place. qui c k b ooks: A long-time favorite for many, this accounting software can help you manage your business’ finances while giving you metrics and an overview of your financial standing, helping you to make more informed decisions about your company. Use this app to track your expenses and sales, view profit and loss reports, pay vendors and employees, keep on top of unpaid invoices, maximize your tax deductions, and so much more. c al m: If you own your own business, chances are you have a million things running through your mind at the end of the day and many find it difficult to unwind and center the mind to get a good night’s rest for another hectic day of hustling. If this sounds like you, Calm, which was voted the number one meditation app last year (no small feat considering their ubiquity in recent years)
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is the perfect app for you. With “goodnight stories” and relaxing background sounds to lull the stubborn mind to sleep, you’ll wake up feeling refreshed and ready to take on whatever challenges come your way. hoot s u it e: This social media management tool is a must-have, whether you have a marketing professional in your corner or not. It’s an easy and efficient way to schedule posts, view analytics and metrics to determine the efficacy of your strategy, and generate leads. With Hootsuite, you can implement your social media calendar using its publishing tab, selecting optimal times for your posts to reach your target audience. Once posts are scheduled, they are posted automatically to your channels, a process that ensures your online presence is consistent and cohesive, key components of a successful marketing strategy. as an a: This is the perfect app for the business owner that is looking to optimize their team’s communication and collaboration skills. Its software allows you to track and manage tasks and progress all from one platform. Asana also allows you to upload files and notes without having to rely on email. Asana conveniently integrates with Dropbox and Google drive to further streamline the file-sharing process. min t : Mint is the one-stop-shop for all your budgeting needs and goals. It’s completely free, and incredibly easy to navigate. Using Mint, you can track your one-time expenses, ongoing or fixed variable fees, and even surprise expenses that arise. So often, budgeting is overlooked by small business owners, but many experts say keeping a tight rein on a budget can be a difference maker in terms of facilitating a business’ success. It provides you the information you need to understand when it’s time to tighten the straps on your wallet, and when it’s okay to spend on a few perks.
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FINAL COAT | COMMUNITY INVOLVEMENT
A TIME TO REBUILD Aid to the Bahamas
t ALLPRO, our members are our family. Every day, we strive to better support one another and continue paying it forward to our communities. So when the category five Hurricane Dorian struck the Bahamas, destroying Paint Fair’s store, we’re proud to say that our members quickly stepped up to the plate to offer help. A special thank-you goes out to Richard’s Paint, who donated a tint machine and colorants so that Paint Fair could begin rebuilding their beloved business. We also want to extend our gratitude to Leaktite, who donated eleven pallets of 5-gallon buckets, which were also used to
30 | November/December 2019 | ALLPRO INDEPENDENT
assist with the clean-up. These seemingly small acts of kindness can make such a huge difference, providing hope and a path forward for those affected by this storm. Watching the destruction inflicted by Dorian was a heart-wrenching experience, especially with the knowledge that one of our own was amid the danger, but the generosity of our members and supplier partners provided a silver lining. It has been a tremendous joy to see our ALLPRO community band together to provide much-needed help and support. Thank you to all of those who extended a helping hand to aid in disaster relief and get Paint Fair back on their feet.
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