Be Part of the Solution by Premier Flooring Retailer Magazine

D2 | 2022

The official magazine of the World Floor Covering Association

Premier FLOORING RETAILER

Be Part of The Solution Do "Trends" Influence Your Customer's Purchase? Reimagine Your Company Culture New Products for Profit

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The official magazine of the World Floor Covering Association

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D2 | 2022

Finish the Race Scott Humphrey, CEO, WFCA

Design it with Luxury Vinyl Flooring Stacey Lynn Wells, Editor, Fabulous Floors Magazine

Karndean Designflooring Creates "Dream Floors" Brian & Mika Kleinschmidt

2022 Trends for Karndean Mina Starsiak

Eight Graduate from Georgia Northewestern Technical College

FCEF and the Independent Retailer

Metroflor's 2022 Design Trends: Trend Spotting

I Was Always On My Mind

Deb DeGraaf

On the Cover: Metroflor LVT Déjà New with Attraxion Magnetic Flooring in the Bently South Beach hotel, total of 15,000 sq. ft. San Marcos Oak Waxed Greige DN1445117ATX installed throughout the property.

Natalia Smith, Director of Design, Distribution/Commercial, HMTX Industries Tom Jennings, Retail Training Expert

A Lesson in Getting Things Done

Reimagine Your Company Culture Freida Staten, V.P. Marketing, Communications & Membership, WFCA

The Power of Partnerships Chad & Trent Ogden, Co-founders, QFloors

Customer Service is Free — Most Large Organizations Disagree Charles Stiles, Business Evaluation Services

FCEF From the Installer's Perspective

fcB2B — What's New in 2022 Lewis Davis, Senior Director of Technology and Research

There's a New Group of Women on the Block Lisbeth Calandrino, Flooring Specialist, Assoc. Publisher, Fabulous Floors Magazine

Exploring Hidden Profit Centers

Who is Responsible When a Customer Insists on Inappropriate Flooring?

Dirty Restrooms Impact Americans' Perception of a Business

Safely Store Moisture Readings with the FloorSmart App and Orion 950

Jeffrey King, Outside General Council for the WFCA

Jason Wright, Wagner Meters

Healthier Choice

The Christina Collection — DiamondWalk Waterproof Flooring

Engineered Floors Adds Five New Styles to DW select Line in 2022

Partner With a Broker That Understands Your Industry So We Can Focus on Your Story John Mina

Seeing is Believing... The Future is Now — Creative Magnetic Flooring

Premier Flooring Retailer | D2 | 2022

TAKING THE LEAD

Finish the Race

Scott Humphrey CEO, WFCA

A great way to determine where your focus lies is to listen to your words. If you talk primarily about the past, you are focused back there. Instead, use the lessons of your past to set a firm foundation for your current position and as a springboard for your future.

s we move out of the past two years of uncertainty and begin to embrace the new norm post COVID, many are asking what is next — while still looking back over their shoulder? It resembles our natural tendency when we drive by an accident on the highway. We crane our necks backward to see the damage that was done and assure ourselves that everyone is okay. Oftentimes this backward glance is all it takes to create another fender bender. It is not unlike what happens to our businesses if we continue to look back at what was. It is impossible to chart a clear path forward if you are constantly looking back over your shoulder. But how does one fight the natural tendency to look back? In reality, it is quite simple. Focus on finishing! Your focus lies in the past, on your current situation, or forward as you seek to finish the race. If you are looking back, you are likely haunted by past failures or the pressure of past success. Past failures tend to refine us and remold us as we battle through. But that does not mean we have to let them define us. They may shape you, but you have the ability to determine how that experience will define the person you will become. And lest you think we are constantly looking back out of fear or the haunting of failure, even successes can draw you back and lock you into your past if you let them. We have all met the high school athlete that constantly recounts his or her past accomplishments. They live back there. They are so locked into the life they lived and the successes they have had that they can’t clearly focus in on where they are or the person they could become. This is true of people and companies. A great year, like the one most had during and coming out of COVID, can seem impossible to replicate — so you keep looking back to see how that success was possible. Remember: “What got you there won’t keep you there.” A great way to determine where your focus lies is to listen to your words. If you talk primarily about the past, you are focused back there. Instead, use the lessons of your past to set a firm foundation for your current position and as a springboard for your future. You likely understand why looking back does not allow you a clear path forward but may be asking, “what is wrong with focusing on your current situation? Don’t we want to be in the present?” Of course, we do — unless you are stuck there. Imagine someone looking down and focusing on every step. It is unlikely they would trip because they are focused on their present situation. But what about the roadblocks, the walls, the obstacles that life throws your way. You can’t anticipate and be prepared for what lies ahead if you are simply locked in on where you are. People who are frozen in the present often suffer from analysis paralysis. They overanalyze every decision for fear of making a mistake. They don’t allow themselves the luxury of taking a calculated risk to expand their horizons and increase their self-confidence.

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Our focus as individuals and leaders must be on what lies ahead — on finishing the race! We push forward with lessons learned from our past, creating a solid foundation for our present, but our eyes must be focused on the future — on what is possible! Our focus as individuals and leaders must be on what lies ahead — on finishing the race! We push forward with lessons learned from our past, creating a solid foundation for our present, but our eyes must be focused on the future — on what is possible! Was the pandemic good or bad for you? What lessons did you learn that you can use to establish a solid foundation for your personal and professional lives? Knowing that life is short, and we can’t always know what will be thrown into our path, what are your goals for the future – and what will you do to finish the race and make those goals a reality? John Baker was too short and too slight to be a runner, but he loved to run. His best friend was tall and lanky and built for running, so John was allowed on the high school track team as long as he would talk his best friend into running too. The first team race was a 1.7-mile cross-country run through the hills of Albuquerque. The reigning state champ Lloyd Goff was running, so all eyes were on him. He led the pack as they disappeared into the hills. The spectators waited, and then a lone silhouette appeared. They all assumed it was Lloyd… but they were wrong. It was John Baker. He blew away the rest of the pack and set a new course record. When they asked him how he pulled out the win, he said he asked himself a simple question, “Am I doing my best?” He committed to focusing forward and finishing the race — win or lose — by giving his best. John went on to prove that race was not a fluke. By his junior year, he had broken six meet records and was considered the best miler in the state. In his senior year, he went on to win state and later run at the University of New Mexico. After proving himself in college, he set his sights on the 1972 Olympics. To make money while he trained, he took a job at Aspen Elementary in Albu-

querque. He was soon known as the coach who cared — no longer simply invested in his own future but in the lives of the children of Aspen Elementary. In May of 1969, just before his 25th birthday, he began to tire easily. Within weeks, John was diagnosed with advanced cancer. Surgery was his only option, but the outcome only revealed the worst. The cancer had spread. He was told he had less than six months to live. Anyone else would have quit. They would have focused on their past successes and been mired in their current situation, but not John Baker. He dedicated the remainder of his life to finishing the race by pouring himself into these kids and their future. He refused pain medication and even took on coaching a small track club — the Duke City Dashers. They quickly became a favorite to make it to the AAU finals. Though John didn’t survive to see that happen, by finishing the race and giving his best, he made an investment that far outlived him. The Duke City Dashers went on to win the AAU Championship. A few days after his funeral, students at Aspen Elementary began calling the school John Baker. A movement began, and a name change request was sent to the board. Five hundred twenty families in the district voted unanimously for the name change. Today, John Baker Elementary stands as a testimony to a courageous young man who believed in giving his best and finishing the race. So, what about you? Are you going to live your life looking over your shoulder? Will you be so busy controlling each step you take that in looking down, you are unable to react to what the world throws at you? Or will you be forward-focused and committed to doing your best and finishing the race? ■

Premier Flooring Retailer | D2 | 2022

By Stacey Lynn Wells, Editor Fabulous Floors Magazine

FLOOR ED

Design it with Luxury Vinyl Flooring

id you know that celebrity designer endorsements increase familiarity, trust, and brand awareness? It’s important because these factors affect the decision-making process in buying. Our brains don’t place much distinction between celebrities and people we actually know. For some consumers, it’s the signature style that sells a piece. For others, it’s the idea that they’ll be sharing a great thought process with a celebrity. We know that each designer has a hallmark that often sets their work apart. Many celebrity designers are willing to share tips and personal tastes as a kind of inside look. This helps draw the consumer in and makes them feel like they are a part of the celebrity’s world. The bottom line is that adding a celebrity endorsement can help sell a product.

The official magazine of the World Floor Covering Association

Premier FLOORING RETAILER A Special “Thank You” to all the manufacturers and their marketing departments who provided outstanding editorial to make this publication a success.

Publishing Staff

Margo Rodgers Locust, Publisher

This Issue’s Guest Columnists

Stan Michelson, Communications Director

Distribution/Commercial, HMTX Industries

Karen George, Managing Editor

Natalia Smith, Director Design,

Toelke Associates/Ron Toelke, Creative Director/Amelia Toelke, Project Designer

John Mina

Editorial and Advertising Offices:

Fabulous Floors Magazine, LLC Phone: 678-761-5002

Contributing Writers

Chad and Trent Ogden, QFloors Jason Spangler, Wagner Meters

Stacey Lynn Wells, Editor, Fabulous Floors magazine

Email: Margo@pfrmag.net

But it can also help reach new markets, thanks to social media. Studies show that celebrity endorsements have the greatest effect on Gen Xers. And as they come into homes of their own, it’s certain to create a new service pocket for designers and retailers. Having a trusted voice in the industry means a lot to all homeowners in almost any age group. It helps to reduce the opinion that whole-home design is a bigger-than-life undertaking. It also helps to know that the celebrity understands the product, design, and the trends behind it all. You’d be right if you have a “gut feeling” that celebrity designer endorsement is the way to go! And you can find out more by learning what these celebrity designers have to offer. It’s a great way to serve your consumer base with great luxury vinyl products, commitment, and trust. ■

WFCA

Scott Humphrey, Chief Executive Officer

Freida Staten, VP of Marketing Communications & Membership Steve Abernathy, Chief Financial Officer

Kay Wiley, Executive Assistant to the CEO

Contributing Columnists

Lisbeth Calandrino, Lewis Davis, Scott Humphrey, Tom Jennings, Jeffrey King, Stacy Eickhoff, Freida Staten

The World Floor Covering Association (WFCA) Phone: 855-330-1183

Email: wfca@wfca.org

Change of Address: in order to ensure the uninterrupted delivery of Premier Flooring Retailer, notice of change should be made at least 5 weeks in advance.

Premier Flooring Retailer is published quarterly in print and digital by Fabulous Floors Magazine, LLC located at 572 Main Street, Andrews, NC 28901 and the World Floor Covering Association located at 855 Abutment Road, Suite 1, Dalton, GA 30721. Postmaster: Please send address changes to WFCA, 855 Abutment Road, Suite 1, Dalton, GA 30721.

Although every effort has been made to ensure accuracy and timeliness of information, Premier Flooring Retailer Magazine cannot be held responsible for discrepancies, typographical errors, discontinuance of product nor color reproduction.

4 Premier Flooring Retailer | D2 | 2022

Karndean Designflooring Creates “Dream Floors” With HGTV’s Brian & Mika Kleinschmidt of 100 Day Dream Home

hink about flooring differently — as the first interior finish to select rather than the last. It is one of the largest elements in the room and the most disruptive to replace. Designers have always said decorating begins from the floor up. “We love using Karndean flooring in our designs. They have a diverse selection of styles and textures that allow your creativity to run wild. It’s not only easy on the eye but also easy to install. The best part is the floors won’t break the bank or your back. Karndean helped us ‘Rock The Block’ on TV and many others’ blocks in real life,” Brian and Mika Kleinschmidt said. Karndean and the Kleinschmidt’s previously partnered on Season 2 of HGTV’s Rock the Block, where Brian and Mika installed 30mil glue down product Glacier Oak throughout their competition-winning southern craftsman home.

Learn More In a three-part video series, Brian and Mika introduce you to Karndean Designflooring’s nearly 50-year history of crafting luxury vinyl flooring. This will help you find which luxury vinyl format is right for you and how to design it in your home. You can scan a QR code in-store, watch the videos as you shop the Karndean displays, and talk through design options with your retail sales associate. Or watch them at home to see what is possible.

The best part is the floors won’t break the bank or your back. Karndean helped us ‘Rock The Block’ on TV and many others’ blocks in real life,” Brian and Mika Kleinschmidt said.

To view the videos, visit

www.karndean.com/videos or scan

the QR Code from your phone. ■

Premier Flooring Retailer | D2 | 2022

FLOOR ED

2022 Trends from Karndean Designflooring With Mina Starsiak Hawk of HGTV’s GOOD BONES Highlights

ounder and owner of Two Chicks and a Hammer, home renovation expert, realtor and star of HGTV’s Good Bones Mina Starsiak Hawk appeared in person at Karndean Designflooring booth during The International Surfaces Event in Las Vegas. Karndean’s FUSION concept for 2022 contains iterations of trends seen in recent years, but now lean into personal tastes.

Premier Flooring Retailer Magazine asked Mina: Are you finding more people are aware and are preferring LVT as a replacement floor in your remodels? Mina Starsiak Hawk

Mina is an HGTV staple and has appeared on

various popular shows including "Brother VS.

Mina told us, “Like you’ll see on Good Bones, our projects are older homes that we buy and rehab. What’s nice about that is we’re in complete control of choosing the materials and we’re big fans

Brother", "Rock the

of LVT and Karndean Designflooring — we use

Renovation", "Martha

such a livable product to have in a home. Then

Like a Mother", "Small

floor you used in X episode, what was that?’ and

Block", "A Very Brady

it all the time. I have kids and dogs, and LVT is

Knows Best", "Renovate

when we do have a client, they’ll say, ‘I love that

Space, Big Potential" and

they’re so surprised to hear that it’s luxury vinyl.

most recently she was a

judge on HGTV's "Battle on the Beach."

With Karndean you get a gorgeous visual, plus that durability.”

FUSION: the blending of multiple styles to form a distinct new identity 6 Premier Flooring Retailer | D2 | 2022

Mina Highlighted the Following 2022 Residential Trends: ● Vintage, antique and handcrafted furnishings and décor — resulting in casual-look environment. Expect to see more tactile floors — woods and stones with textures derived from nature. Karndean’s NaturaLuxe floors reflects this trend conveying warmth and airiness. NaturaLuxe: Natural Character Oak

● Yearning for a simpler time — mixing of heirloom pieces from different eras with décor give the spaces a “lived in” feel. Karndean’s NostalgiaCore gives a more sophisticated take on the “Cottage Core” trend, pulling traditional, classic, farmhouse and eclectic design with a “granny chic” influence. Tonal flooring designs and subtle patterning adds character and age — like it’s always been part of the home. NostalgiaCore: Shadow Lace

● Driven by deep feelings of wanderlust and an insatiable exploration need, Karndean’s WanderMust style is equal parts playful and authentic. Warmth comes to the forefront with designs inspired by historic tile patterning and a renewed interest in dark, rich hardwoods. A minimalist foundation allows other elements in the space to showcase a more “worldly” design influence. WanderMust: Brunella Marble

● Desire for abundance, fun and whimsy is what Karndean’s EclectiChic product expresses! Comforting curves of rounded furniture and architectural details create a sense of calm, while maximalist influences allow for plenty of color and pattern. EclectiChic: Pale Limed Oak Chevron

Premier Flooring Retailer | D2 | 2022

FLOOR ED

Eight Graduate from Georgia Northwestern Technical College (GNTC) The Floor Covering Education Foundation (FCEF) creates pathway for new generation of flooring craftsmen

“The industry came together to make this happen, and it is an achievement 20 years in the making,” added Don Roberts, Chairman of the FCEF board. “The last two years’ efforts from FCEF and the support of the industry have made a huge difference. This is just the beginning.”

he FCEF flooring installation pilot program developed at GNTC received accreditation through the college system of Georgia.

FCEF spearheaded the development of the Basic Flooring Installation program

in partnership with GNTC, the International Certified Flooring Installers Association (CFI), the National Wood Flooring Association (NWFA), and the Ceramic Tile Edu-

cation Foundation (CTEF).

GNTC was chosen to host this pilot program by the Technical College System

of Georgia (TCSG). The mission of GNTC is workforce development, and seeing

an immediate need, they offered the program in a 10-week non-credited format which began on January 10th of this year. Eight students graduated with a flooring

installation technician certificate.

Now that the program is accredited, Dr. Heidi Popham, President of GNTC,

stated, “Starting this fall, we can offer this program as a 15-week credit program

which opens additional financial aid opportunities for our students. We can now

start working with other TCSG schools to include this program,” added Popham. “The curriculum will be the same across the state.”

“Starting this fall, we can offer this program as a 15-week credit program which opens additional financial aid opportunities for our students. We can now start working with other TCSG schools to include this program,” added Popham. “The curriculum will be the same across the state.” 8 Premier Flooring Retailer | D2 | 2022

“What this means for our industry is that we can implement the program

nationwide,” shared Kaye Whitener, Director of Operations for FCEF. “FCEF will be meeting with other technical colleges in Georgia to get the approved curric-

ulum into place.

As FCEF works to get this curriculum in place in technical schools across the

nation, they ask for the support of the industry to make it happen. “We have to have local representation and support from the industry,” continued Whitener. “We

need support in connecting with local schools, securing local product and tool donations, and support from a job placement perspective. We need to make sure these students have a clear path to continue their training and develop careers.”

Another 10-week program will begin on May 16th at GNTCT’s Whitfield Mur-

ray Campus in Dalton, GA. If you know anyone interested in attending, seats and FCEF scholarships are still available. Visit https://flooryourfuture.com/trade-up/gntc/ to

get started. ■

We need support in connecting with local schools, securing local product and tool donations, and support from a job placement perspective. We need to make sure these students have a clear path to continue their training and develop careers.”

Dave Garden, CFI Certified Installer and Instructor shared his experience teaching this pilot program. “Through this program, we get to teach the basics and make sure these craftsmen are set up to succeed. From basics as simple as how to carry a box of tile to more technical skills, it’s great to be able to teach these students the skills they need to avoid common mistakes and injuries.”

Premier Flooring Retailer | D2 | 2022

FLOOR ED

FCEF and the Independent Retailer

FCEF is making a difference by simply raising awareness that this is a true profession to be proud of. The independent retailer loses an edge on the big box stores without professional installers.

believe the FCEF is an integral part of sustaining the longevity of the independent retailer. As I work as the second generation owner at DeGraaf Interiors and look ahead at my daughter, who has every intention of being the third generation, our largest struggle is installation and professional installers to do the work. FCEF is making a difference by simply raising awareness that this is a true profession to be proud of. The independent retailer loses an edge on the big box stores without professional installers. Over the past five years, we have shied away from contracts and new opportunities simply because of manpower and installers for these new products. This trickles all the way back to the manufacturer because we could be purchasing more of their product, but we simply run into a log jam at installation. The FCEF is not a training organization but is making the training possible for the next generation of Installers, and for this, I am very grateful to be a part of the solution. I genuinely believe the FCEF and its donors/contributors are making a difference. Deb DeGraaf Co-Owner, DeGraaf Interiors 616.292.4713 www.degraafinteriors.com

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IT’S YOUR CHANCE TO BE PART OF THE SOLUTION. “All facets of our industry will benefit from the training of our next generation of installers.” DEB DEGRAAF Owner, DeGraaf Interiors Board Member, FCEF

RECRUITMENT, SCHOLARSHIPS & PLACEMENT FOR TOMORROW’S FLOORING CRAFTSMEN

DONATE TODAY and find out how flooring retailers can be part of the solution at FCEF.org

Premier Flooring Retailer | TISE Edition 2022

METROFLOR

Metroflor's 2022 Design Trends: Trend Spotting

he design process all starts with awareness, responding to the research and insights, which leads to making connections and developing a product that hits the mark for consumers. All that trend and sales information opens up a path for me — it’s not guesswork; instead, it’s informed decisions.

Macro Trends Lead the Way!

Natalia Smith Director of Design, Distribution/Commercial, HMTX Industries

Macro trends are global political, economic, social, technological, and environmental forces impacting our thoughts, perceptions, and ultimately, how we choose to live in our homes.

Cozy Living — Unifying Trend All the macro trends lead to this unifying interior style trend. Cozy Living shows up everywhere, including incoming and future trend language. We have been pushed into this new reality of constant change and uncertainty, leaving us stressed and exhausted. It’s making society stop and take stock of the things that matter most to us. People are looking for comfort. For many, that’s family, rural getaways, and the desire for simplicity. As you’ll see, it’s steeped in one of the biggest trend drivers — connection to nature, which is in direct response to the Well-being macro trend.

Photo credit: Solstock

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ATTRAXION Flexible Magnetic LVT by METROFLOR™

Premier Flooring Retailer | TISE Edition 2022

To detect incoming trends, we look to the unique things being done by the artists, architects, and designers who are more experimental. Top Incoming Long-Term Style Trend: Future Roots To detect incoming trends, we look to the unique things being done by the artists, architects, and designers who are more experimental. Future Roots could take five years to mature. Firmly rooted in the past, Future Roots calls on nature-inspired themes for comfort and inspiration, just as Art Nouveau did in the 1800s with its organic shapes and motifs.

Macro trends with the biggest influence on interiors

Below are the eight macrotrends identified by HMTX Chief Design and Technology Officer Kevin Rausch that influence interior trends

SIGNIFICANCE “a better future”

BETTERMENT “me only better”

SIMPLIFY “make it easier”

PROSUMERISM “sense of control”

WELLBEING “keep me safe”

HUMAN BRANDS “make it authentic”

What does that mean for flooring? First, it will be inspired by natural organic shapes or nature motifs. For wood grains, that might mean a more flowing, less linear look.

Nature Home is the Major Growing Trend Nature Home is a growing trend that calls more and more upon nature to soothe and nurture through organic materials and nature-inspired shapes along with blurred indoor/ outdoor spaces. What does that mean for flooring? We’ll see more designs colored with natural fibers and materials, more towards the light to mid-tones, with few dark colors.

Cozy Cottage Trend Cozy Cottage is having its moment in the sun! With constant pressure and uncertainty, the promise of a more pastoral and simple life is one that consumers craving comfort are trying to create, even in an urban setting. What does this mean for flooring? Cozy Cottage reflects the desire to have that comfortable, lived-in look as more people reproduce the country living aesthetic in their suburban and urban homes.

YOUNIVERSE EXPERIENTIAL “make it just for me” “make it engaging” Engage Genesis Oakwood Manor Model 1240DL

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Calm Comfort Holds the Mainstream Position for Interior Style Trends. With so much noise, auditory and visual, neutralized spaces can be a welcome respite. Calm Comfort spaces rely heavily on texture, monochromatic decor, and a “less is more” aesthetic. Once you get tired of a monochromatic space, adding pops of color, new artwork, or accessories is easy. What does this mean for flooring? The flexibility of this style is very friendly to a wide range of cleaner woodgrain visuals and colors. Growing natural fiber color trends include Metroflor's Coastal Fog

Farmhouse is Evolving Farmhouse with a more traditional flair will begin to fade and make room for the cozy, layered, natural, and more personalized looks moving in. It’s evolving where we will see red-based woods trending down, along with cool-toned greys. The aesthetic of clean lines in a predominantly white interior, punctuated by black, grey, and the warmth of brown, will continue with more natural colors.

All Shades of Green are Trending What does this mean for flooring? The positive impact is that most woodgrains work well with greens because they are nature’s neutrals. Benjamin Moore’s October Mist and Sherwin Williams’ Evergreen Fog Colors of the Year are perfect examples of the range of greens that are all compatible with our flooring products also inspired by nature.

Once you get tired of a monochromatic space, adding pops of color, new artwork, or accessories is easy. What does this mean for flooring? The flexibility of this style is very friendly to a wide range of cleaner woodgrain visuals and colors.

The Flooring Trend Curve A new proprietary tool developed by Kevin Rausch makes subjective design and trends more objective by linking color, wood species, and flooring structure to align with prevailing trends. We can identify trends to watch for the next two to five years using this tool. For example, this is how we know that red and cold greys are trending down while natural neutral colors will take their place. ■

Premier Flooring Retailer | D2 | 2022

TOM’S TIPS

I Was Always On My Mind

Tom Jennings

Retail Training Expert Tom Jennings is a

lifelong member of the

flooring business. Since selling his family’s retail business in 2006, he

has served the industry as an educator and

speaker. He is a past

board chairman of the WFCA and is currently

the board chairman of

WFCA Services, Inc. He may be reached at tomg.jennings@gmail.com

sale is lost to a competitor. It happens every day. Have you ever noticed how often the average salesperson seems to assign the blame to the customer? We’ve all heard the standard excuses: “we’re priced too high,” “they found a color they prefer somewhere else,” or “the competition must not know what they are getting into.” Far too often, it seems as if the customer is somehow at fault for making an incorrect decision. I find this thought process to be terribly flawed. Too often, the root cause of this behavior is an attitude of “I know best what my customer needs.” A typical salesperson will spend far too much time talking — a deadly sin. They feel the need to “educate” the customer on everything ranging from the products themselves to the weaknesses of the competition. They’ll advise that they have “the perfect solution” for you. They’ll state that they have had many customers with situations “just like yours.” They have an air about them that says, “I’m pretty darned smart, and you’re lucky to find me today!” This behavior may work some of the time, but not nearly often enough to be considered successful. With this approach, they are often doomed from the initial “Hello.” All salespeople have been taught how to qualify a customer. What very few realize is that the customer is busy qualifying them, as well. As a product presentation is made, they are forming a perception of not only what is being said but also how it is being said. They are judging not only the merits of your product but of placing their trust in you. They are asking themselves whether this person truly cares about me and my unique situation. Is he so busy providing answers that he didn’t even hear my questions? What are the chances that he would even recognize me on the street a week from now? Elite sales professionals understand that a customer walks into a store asking one question only – “what’s in this for me?” They really don’t care how a product works. They simply want to know how it will bring them good performance and enjoyment. They don’t care how busy your staff may be, what production schedules are, or the current status of the trucking industry. They just want assurance that the staff member has factored these issues into their offer and that their order will be delivered as promised. They aren’t overly impressed that your firm may have been in business for many years. They perceive that as history. They just want assurance that the current

All salespeople have been taught how to qualify a customer. What very few realize is that the customer is busy qualifying them, as well. As a product presentation is made, they are forming a perception of not only what is being said but also how it is being said. 16 Premier Flooring Retailer | D2 | 2022

staff is capable of quality performance. And, believe it or not, they are not always looking for the cheapest price. They are primarily concerned that they receive full value for their investment. Always remember that it’s never about what you think. It’s always about how the customer feels. They are only concerned about themselves. They should be. After all, it’s their money! The pros that understand this will make their presentations customer-focused and achieve great success. The rest will see prospects walking out the door singing their own personal version of the Willie Nelson classic: “I Was Always on My Mind!” ■

Always remember that it’s never about what you think. It’s always about how the customer feels. They are only concerned about themselves. They should be. After all, it’s their money! The pros that understand this will make their presentations customerfocused and achieve great success.

Premier Flooring Retailer | D2 | 2022

FLOOR ED

A Lesson in Getting Things Done

A The mission of FCEF is to bring awareness to the opportunities in the flooring industry, recruit new talent, aid in the funding of student education, and facilitate job placement for these students into flooring industry careers.

ttracting talent has become a major issue in most business sectors. Our industry is no different. The Floor Covering Education Foundation (FCEF) was established to address the issue. The mission of FCEF is to bring awareness to the opportunities in the flooring industry, recruit new talent, aid in the funding of student education, and facilitate job placement for these students into flooring industry careers. FCEF is making tremendous progress! Two major steps that FCEF took recently have received justifiable praise and publicity. The first was implementing a ten-week pilot program to teach floor installation basics at the Georgia Northwestern Technical College in Dalton, GA. The second was the actual accreditation of this course through the Technical College System of Georgia. Both are milestone achievements. When you consider that FCEF was established in 2020 and the subsequent delays forced by the pandemic, this accomplishment is truly remarkable. The curriculum supported by CFI, CTEF, and NWFA will now serve as a model for other such classes around the country. This effort has led to a fully accredited 15-week course beginning August 15 at Georgia Northwestern Technical College. In addition, scholarship funding, already donated to the FCEF by floor covering manufacturers and others, has enabled eager, motivated, and deserving students to learn floor installation craftsmanship tuition-free. As Jim Aaron, the executive director for FCEF, has often stressed, the lack of well-trained, qualified, and professional flooring installers will be solved when everyone in our industry recognizes that they can be part of the solution. The key for all is to get involved. Engage the FCEF leadership team in ways that you can help. There’s a person right now in your market whose life can change because they discovered a career in our industry. To donate to FCEF, visit FCEF.org. ■

The key for all is to get involved. Engage the FCEF leadership team in ways that you can help.

18 Premier Flooring Retailer | D2 | 2022

WE NEED TO KEEP UP WITH THE INDUSTRY’S GROWTH. “Our industry is growing and growth is exciting, but we have a duty to make sure that we pass on our passion to the coming generations.” BILL BLACKSTOCK President and CEO, Resilient Floor Covering Institute Board Member, FCEF

RECRUITMENT, SCHOLARSHIPS & PLACEMENT FOR TOMORROW’S FLOORING CRAFTSMEN

DONATE TODAY and find out how flooring you can be part of the solution at FCEF.org

Premier Flooring Retailer | TISE Edition 2022

INTERNAL GROOVE

Reimagine Your Company Culture

Freida Staten

V.P. of Marketing,

Communications & Membership

n the latest issue of the Premier Flooring Retailer magazine, Scott Humphrey challenged us to consider and apply three words to our year — Reset, Reconnect, and Renew. There’s another word that I’d like you to consider — Reimagine. The pandemic has undoubtedly had a profound impact on people and businesses, with many now considering what they want from work and life. We are all rethinking everything. This pandemic has fueled the “Great Reshuffle,” or the “Great Resignation,” as some call it, as people rethink where they work, how they work, and, importantly, why they work. It has created an environment where people are looking for opportunities that give them more purpose, more flexibility, and more empathy. And this tightening labor market will continue to put employees in the driver’s seat. The past two years have presented new challenges for business leaders, but they have also presented opportunities. LinkedIn’s 10th annual Global Talent Trends Report identified culture as one of the essential elements’ organizations should embrace to attract, retain, and grow talent in the upcoming year. While the pandemic is playing a big part in the reinvention of company culture, the rise of millennials and Gen Z is also reshaping the workplace. Culture is the heartbeat and personality of a company. A good company culture leads to higher productivity, better morale, higher sales and creativity, and low turnover. Culture is not a new idea, but companies have to fine-tune — or reimagine — their culture in this tight, competitive job market to meet the expectations of professionals to be seen as human beings first. And the good news is that it doesn’t require a large budget, just a shift in mindset.

Employee Engagement and the Changing Workplace For the first time in more than a decade, Gallup’s annual workplace engagement study found that the overall engagement rate in the U.S. fell in 2021. This is because the demands and desires of today’s employees have changed. People are looking for more than just a paycheck. They want purpose and meaning from their work. They want to be known for what makes them unique. And they want relationships, particularly with a manager who can coach them to the next level.

This pandemic has fueled the “Great Reshuffle,” or the “Great Resignation,” as some call it, as people rethink where they work, how they work, and, importantly, why they work. 20 Premier Flooring Retailer | D2 | 2022

Reimagining Company Culture Want a better culture? Design great employee experiences. Great employee experiences lead to engaged employees, which ultimately leads to happier customers. Virgin Airlines’ CEO Richard Branson believes that employees, not customers, should be the company’s top priority, that happy employees equal happy customers. As he says, it really comes down to that simple philosophy, “There is no magic formula for creating great company culture. The key is just to treat your staff how you would like to be treated. If you treat your staff well, they will be happy. Happy staff are proud staff, and proud staff delivers excellent customer service, which drives business success.” So, how do companies create an employee-centric culture? According to Maslow’s hierarchy of needs, the second greatest motivator for any human is the need to feel respected and valued by others. It’s one of our most fundamental requirements for happiness. And considering how much time your employees spend working, it’s crucial that you create an environment where employees know the management team truly respects and values them and is dedicated to offering a positive employee experience. The first step in creating an employee-centric culture is simple — listen to your employees. By listening to employees’ feedback, leaders will be much better informed on how to keep employees happy and engaged. Their answers may not be what you expected to hear, but that feedback will entirely affect how you approach benefits and employee management - often, employees don’t want rewards as much as you would think — they want to be heard and valued. Co-create a company culture that engages, rewards, and, most of all, inspires. Let the reimaging begin. ■

“There is no magic formula for creating great company culture. The key is just to treat your staff how you would like to be treated. If you treat your staff well, they will be happy. Happy staff are proud staff, and proud staff delivers excellent customer service, which drives business success.”

Internal

Groove Premier Flooring Retailer | D2 | 2022

QFLOORS

The Power of Partnerships “You’re not making any money. In fact, you’re losing money.”

his was the difficult message Trent Ogden (now CFO of QFloors) shared with his father, Steve, more than 25 years ago. His father owned a string of

flooring stores in the intermountain west. Sales were robust, showrooms were busy, and Steve had assumed this meant he had plenty to spend on advertising and purchasing additional stock. He knew how to sell carpet, having grown

up in the business. He knew how to promote, how to install, and how to keep customers happy. He just didn’t know accounting. So he managed his business Co-founders Chad and Trent Ogden.

and made decisions by assessing his bank account balance, not by analyzing his financial statements, let alone following a long-term business plan.

But now Trent, as a 3rd generation Ogden in the flooring industry, had started

helping with the finances, newly armed with a Bachelor’s degree in Accounting and an MBA. Trent understood the importance of being able to generate (and under-

stand) monthly financial statements. He understood how essential it was to make

He understood how essential it was to make sure margins were high enough to cover costs. He understood that while flooring store owners had a lot of genius in them, most were not accounting and finance specialists.

sure margins were high enough to cover costs. He understood that while flooring store owners had a lot of genius in them, most were not accounting and finance

specialists. And he understood that flooring dealers needed a way to instantly (and accurately) see just what their business was doing, day-to-day.

“Short-sighted feelings about what to do for your business based on a bank

account balance leads to costly mistakes and unrealized potential,” according to Trent Ogden.

This was part of the impetus for Trent to put his head together with his computer

engineer brother Chad to create QFloors, a user-friendly business management software for the flooring industry. That was 22 years ago.

22 Premier Flooring Retailer | D2 | 2022

Premier Flooring Retailer | TISE Edition 2022

But it has always been about more than simply sell-

Tanya Kupferschmid of Ethical Flooring agrees on

ing software. The brothers both feel passionate that

the importance of the partnership relationship: “When

them operate their business to the greatest advan-

with only one client. Now we are a multimillion-dol-

their role is to partner with each customer, helping

we started Ethical Flooring, it was from ground zero,

tage, both from an efficiency and a profitability stand-

lar store, and QFloors has allowed us to grow. Despite

“We’ve always tried to approach this as more of a

helped us along the way. One big way is by making

point. The software is the tool to help them do that.

partnership between our customers and us,” explains QFloors CEO Chad Ogden. “It isn’t just about software. It’s about helping one another grow and flour-

ish.” QFloors tries to assist dealers as they run their

businesses, providing the tool (the software), training,

our lack of business experience initially, QFloors has the financial part easy to understand. It helped us

understand and identify our margins and profits. It’s

allowed us to keep a constant watch on our company’s health, all from the computer.

I do the bookkeeping and came into it without any

and support needed to organize and streamline oper-

kind of accounting background. I just had to learn as

port the software company financially, but they help

als, payments, and all of the other information, from

ations. In turn, their dealer customers not only supgive valuable feedback and suggestions for continued development, making the product even better.

I went. QFloors made that process so simple. Materi-

start to finish, it’s all just right there on the screen. So it’s fluid and integrated, and even without an

“We’ve always tried to approach this as more of a partnership between our customers and us,” explains QFloors CEO Chad Ogden. “It isn’t just about software. It’s about helping one another grow and flourish.” 24 Premier Flooring Retailer | D2 | 2022

accounting background, it’s not confusing. All the info you need is just right there in your QFloors.”

Michael Quinn of Kimi’s Carpets also values his partnership with QFloors.

“[QFloors is] so much more than a software company. They have helped us in every

aspect of the business. They helped us get to where we are today. Chad and Trent have helped us in numerous ways when we didn’t know what we were doing. From sales to financials and everything in between to run a successful business.”

In turn, customers’ insights and feedback from their boots-on-the-ground use of

QFloors have brought about valuable improvements and enhancements over the

years. For the past 22 years, development roundtable meetings have been held at the biannual QFloors Users Conference. During these conferences, attendees would chime in with their Wish List for the software. They’d discuss each suggestion as a group, Chad weighing in on the time estimated to make those particular

changes, and the group would vote on what they found to be most important. And that would direct the development for the following two years.

“Our software is better because of our customers’ input,” said Chad Ogden.

“They’ve helped us grow, and we’ve hopefully helped them grow.” When a relationship of reciprocity exists, everyone benefits. ■

“[QFloors is] so much more than a software company. They have helped us in every aspect of the business. They helped us get to where we are today. Chad and Trent have helped us in numerous ways when we didn’t know what we were doing. From sales to financials and everything in between to run a successful business.”

Premier Flooring Retailer | D2 | 2022

FLOOR ED

Customer service is Free — Most Large Organizations Would Disagree

Charles Stiles,

Business Evaluation Services.

You can’t make a ten times better car, but you can easily produce customer service for your car customers that’s ten times better than what most manufacturers deliver.

hey hire cheap labor to answer the phone. They install recordings to mollify people who are on hold for hours. They measure the cost of the call center and put loopholes in the warranty. When you see customer service as a cost center, these steps make sense. Any money spent lowering costs seems to raise profits. But customer service is actually a profit center for four reasons: First, because the customer who calls you or shows up at the adjustments window is fully enrolled. Unlike just about every other moment you’ve had with them, at this moment, they are paying attention, leaning into the situation, and on high alert. Unlike just about every other marketing interaction you have, everything you do here will go on your permanent record. Second, because your competitors have foolishly decided to treat this interaction as a cost, the chances that you can dramatically over-deliver are pretty good. You can’t make a ten times better car, but you can easily produce customer service for your car customers that’s ten times better than what most manufacturers deliver. Third, because in our industrialized economy, people love to tell stories about service. And so the word spreads (or doesn’t) based on what you’re about to do. Finally, it’s been demonstrated repeatedly that the most valuable customers are the loyal ones. So while your promotional team is making noise to get you new

Business Evaluation Services was founded by the current President, Charles Stiles. Charles comes from a background in retail; owning several retail gourmet food and gift stores in national malls for over 8 years. Quickly realizing the only way to differentiate his stores and stand out from the competition was to develop a consistent service culture and create a process for measuring the success of the training that was implemented. Through this process in 1996, Business Evaluation Services was founded. Today, BES is an International Mystery Shopper Company with over two decades of experience, serving a variety of industries.

26 Premier Flooring Retailer | D2 | 2022

So while your promotional team is making noise to get you new customers, you’d be much better off turning your existing customers into repeat customers and ambassadors.

customers, you’d be much better off turning your existing customers into repeat customers and ambassadors. And so, the money you spend on customer service isn’t simply free. It actually repays you many times over. Taking the time to measure your customer’s experience is vital in growing your customer base. The old saying goes, “You can’t move what you don’t measure.” We help you measure your customer’s experience through mystery shop, surveys, and online reputation management. Give us a call! ■

888-300-8292

https://www.mysteryshopperservices.com/solutions/ https://www.mysteryshopperservices.com/

Taking the time to measure your customer’s experience is vital in growing your customer base. The old saying goes, “You can’t move what you don’t measure.”

Premier Flooring Retailer | D2 | 2022

FLOOR ED

FCEF From an Installer's Perspective

T The FCEF has connected with high schools and technical colleges to bring attention to this craft, the high demand, its future earning potential, and opportunities. This highlights the trades as an option for a prosperous career and helps end the stigma of entering into the trades.

he Floor Covering Education Foundation has done an incredible job bringing awareness to an industry-wide problem, the shortage of flooring installation professionals. By bringing together manufacturers, retailers, and installers, we can make a united effort to address this crisis that affects all aspects of our industry. The future of the flooring industry depends on what we do now together. For the younger generations to even consider a career in floor installation, they must know it’s an option. The FCEF has connected with high schools and technical colleges to bring attention to this craft, the high demand, its future earning potential, and opportunities. This highlights the trades as an option for a prosperous career and helps end the stigma of entering into the trades. While college has many benefits, so do the trades; the difference is our education is hands-on at the job site. FCEF has been working diligently to cultivate the next generation of installation professionals. Their marketing is relatable to the younger generation, promoting inclusivity and diversity by featuring craftsmen and women with varying backgrounds. The FCEF has done a great job spotlighting women, who currently make up only 11% of skilled labor amongst all trades combined. The FCEF recognizes that to solve the installer shortage, we need to recruit and retain the talents of individuals from all cultures. What the FCEF has accomplished in a short amount of time is extraordinary. In collaboration with industry organizations such as Certified Floorcovering Installers (CFI), National Tile Contractors Association (NTCA), and the National Wood Floors Association (NWFA), the FCEF has been able to bring a basic floor installation program to the Georgia Northwestern Technical College (GNTC) in Dalton, GA. Together with the FCEF, we have the opportunity to create a sustainable and strong foundation for the future of the floor covering industry. ■

28 Premier Flooring Retailer | D2 | 2022

Premier Flooring Retailer | TISE Edition 2022

TAKING THE LEAD

fcB2B — What’s New in 2022

2021

Lewis Davis

Senior Director of Technology and Research

— another year in the books, so I thought it would be a good time to review the changes that have been made regarding the fcB2B program. A lot of what happens in fcB2B is done without a lot of fanfare, but you are hopefully receiving the benefits. One of the first initiatives we continue to push is for all companies who are providing fcB2B services to become certified. Why is this important? The original fcB2B standard was created 20 years ago and, over the years, has been updated by many different people. As the updates happened, there were conversations about how certain information was to be provided to fcB2B. Some rules were documented, and others were not. This has led to inconsistencies in the implementation of each document by members that may not have been part of fcB2B during those updates. We now have a newer fcB2B standard, which the fcB2B created a few years ago to streamline the information being shared. There are now rules defined in the standard so that each member providing fcB2B services will be consistent. fcB2B created the certification process to ensure that exchangeable documents are formatted correctly and that the data follows the best practice guidelines. The companies that receive the documents will see the benefits by having quality information loaded into their systems. This should reduce errors and manual processing to correct issues. How do you determine if a company is certified with fcB2B? The fcB2B website has a feature that allows you to filter the members who have completed certification. The website is www.fcB2B.info; look under The Members, then Connections and click the box next to “Only Display fcB2B Certified Organizations”. This will provide you the current list of companies who are certified. Check back often as we continue to add more companies to the list. If you sell products in California, then you are familiar with CARE and the charge for all carpet products. Hopefully, you are also aware of

We now have a newer fcB2B standard, which the fcB2B created a few years ago to streamline the information being shared. There are now rules defined in the standard so that each member providing fcB2B services will be consistent. 30 Premier Flooring Retailer | D2 | 2022

Throughout the years, there have been changes to the product catalog regarding numerous issues, but problems still arise. This causes incorrect prices, dropped products still showing as active, missing products, and other issues. the change that went into effect on April 1, 2022 (https:// carpetrecovery.org/california/assessment/). fcB2B formed a committee and worked with CARE to update the Catalog to provide the retailer with the amount of the charge for each product. This will allow the computer system to calculate the correct amount for the product. An issue that has caused heartburn for many who receive product catalogs is the product information is out of date. Throughout the years, there have been changes to the product catalog regarding numerous issues, but problems still arise. This causes incorrect prices, dropped products still showing as active, missing products, and other issues. The normal resolution was to request a complete catalog and hope it resolved the issues. The fcB2B formed a committee to discuss these issues, and they have updated the 832 product catalog with rules for processing drops, adds, and changes. The committee’s updates will be validated during the certification process to ensure the changes are applied correctly in the receiving system.

We had eight distributors and one manufacturer who signed up in 2021 to begin providing fcB2B documents to their customers. Check the fcB2B website at https://fcb2b.info/connections/ to see if your suppliers are members. If your supplier is not showing to be a member, please complete this short survey (https://bit.ly/22fcB2Btps), so I can contact them about joining fcB2B to support their customers. You can also help by using the fcB2B Form Letter for Suppliers on the fcB2B website under the Resources > Files tab. This provides a template that you can download and send to your supplier or update to include a personalized note before sending. Visit our website at www.fcb2b.info and click on the Resources tab to learn more about fcB2B. The Members > Connections tab has a listing of the members who support fcB2B. Do you B2B? If not, why? Contact me to find out how to be more efficient in your business. Contact Lewis Davis at 706-217-1183 ext. 132 or via email at ldavis@wfca.org. ■

Premier Flooring Retailer | D2 | 2022

FLOOR ED

There’s a New Group of Women on the Block

Lisbeth Calandrino

Flooring Specialist and

Associate Publisher and

Director of Social Media for Fabulous Floors Magazine

he Women of the Flooring Business (WoFB) organization continues to grow and is having a major influence on the flooring industry. In addition to their lively Facebook community, they are producing weekly workshops, facilitating coaching groups, “hot seat,” and master group conversations. Technology and installation are some of the hotter topics, while sales and what goes on in a retail store seem to have been left behind. Yet, we know that subjects like building rapport, closing a sale, and overcoming objections are still critical even though business is so good. When Michelle Winters called me and asked me to help her grow the group, I started thinking; I want this to mean something important to our industry. There are more women-owned businesses in the flooring industry, and now’s the time to provide a safe and uplifting place for women to network and build confidence. We are actively seeking sponsors that share in the development of women and their success. Our first sponsor, The Bella Flooring Group, has helped us further develop our workshops and educate our members on their products and their company. A substantial part of our group members are business owners and decision-makers, making for a perfect place for a company to offer their products and ideas. Who would know better than a group of flooring industry women what consumers are buying and looking for? We are presently working with a brand partner to develop focus groups and consumer panels. Our mission is to help our brand partners and our members become more successful. Our strong social platforms, such as weekly Livestream, blogs, and podcasts, are industry extensive. Who could have predicted we would become an “industry disrupter?” “You build it, and they will come,” only happens in the movie “Field of Dreams.” Yet, through persistency and ongoing evaluation, the organization continues to grow and change. Members have their own take on the group. “Be the women to straighten another women’s crown,” says group member Denee Bruce, Senior National Account Manager for HandiProducts. “The group is about encouragement and collaboration rather than cutthroat competition that I’ve been exposed to in other groups. I always know I can get a straight answer on any problems I experience.”

Who could have predicted we would become an “industry disrupter?” “You build it, and they will come,” only happens in the movie “Field of Dreams.” Yet, through persistency and ongoing evaluation, the organization continues to grow and change. 32 Premier Flooring Retailer | D2 | 2022

Michelle Winters talks about how the educational aspect affects the organization. “Knowledge sharpens our powers to reason, and problem solve. The more knowledge we have, the clearer our reasoning and ability to make decisions. A strong base of knowledge helps brains function more smoothly and effectively.” Knowledge is the key to WoFB. Michelle Winters, Rachel Berlin, and I have decided to “kick it up a notch,” as they say. Spending hours daily in the group has shown us that education and women’s issues are high on the horizon for this group. We need to honor that females working together make for a different dynamic. The goal of the group is to make every woman successful. We are planning our first retreat in June 2022, a place to learn, get to know each other better, and raise money for an organization that furthers the development of women. Longtime member Michelle Bayer says, “You don’t find “mean girls’” in this group. That’s what makes this group safe and special. It’s a place to get advice and empathize.” Gender is a huge topic that influences development on a cultural and personal level; it affects how we should interact with society from childhood through adulthood. In our discussion groups, women get to discuss the social and cultural ideas and power relationships that have defined them in the workplace. We have just started our one-to-one and group coaching program. The coaching programs help participants set goals, get ideas, hold themselves and stay accountable to the members. We use a “hot seat” technique which allows one person to discuss their biggest issues and get advice and suggestions from others on solving this problem. This is a way for individuals to demonstrate leadership and add value to the organization. The group is incredibly creative; we have members who are applying for patents and bringing in new products that are changing the industry. What started as a Facebook page for women to chat has turned into a game-changer for the flooring industry. We are presently looking for a brand partner who would like to support our women’s retreat for June 2022. This 3-day event will be educational, uplifting, and fun. We will also raise money for a cause that is for sure “women-friendly.” For more information on how your company can become a partner, reach out to Lisbeth Calandrino, 518.495.5380 Lisbeth@womenflooring.com #Womenoftheflooringbusiness #womenflooring #womenandgenderequality #coachingprogram #michellebayer #michellewinters #rachelberlin #educationandbusiness #bellaflooringgroup #powerrelationships #flooringindustry #powerrelationships. ■

Spending hours daily in the group has shown us that education and women’s issues are high on the horizon for this group. We need to honor that females working together make for a different dynamic. The goal of the group is to make every woman successful.

Premier Flooring Retailer | D2 | 2022

34 Premier Flooring Retailer | TISE Edition 2022

Premier Flooring Retailer | TISE Edition 2022

FLOOR ED

Exploring Hidden Profit Centers

he greatest cost of any transaction is in the first sale. Unless you’re selling a prodUnless you’re uct such as a Rolls Royce, you will need additional sales from the customer to be selling a profitable. You must have products that your customer will want or need to purchase product such after the sale to make this happen. Here are some to consider: as a Rolls Royce, you will Finishing Items Matching trims and transitions, moldings, decorative grates, stair treads, or stair rods need additional for runners… how about area rugs? Stats tell us that within 30-45 days after a cussales from the tomer purchases hard surface flooring, they are out shopping for area rugs! customer to Cleaning Products be profitable. Every product needs a different kind of cleaner, so why not find one that you can priYou must vate label or see what they have available if you are in a buying group. In addition to have products cleaners, some products need polishes and sealers. How about grout cleaner, stainless steel appliance cleaner? Make sure you have them all in stock for your customers. that your customer will Professional Carpet Cleaning want or need Are you doing the cleaning or allowing someone you don’t know into your customer’s to purchase house? Eventually, the customer will need new carpeting and ask the cleaner where to get it. If the carpet cleaner has someone other than you that they work with, you’re out after the sale of luck. Either do the cleaning or find a “cleaning partner” and work out the details, to make this so you can give the customer what they need and make money as well. You can also happen. sell a discounted cleaning package.

36 Premier Flooring Retailer | D2 | 2022

Commercial Jobs Start small when building your commercial business, whether negotiated or bid work. You won’t be paid as quickly as you are for your residential work, so that cash flow may be a problem. Instead, look for jobs that make you money and aren’t jobs with big numbers. Keep your margins up, not your volume. For example, you might be able to provide the flooring and not the installation. Also, consider doing the final building cleaning. This can be very profitable.

Profitable Products Can you provide window treatments, shutters, painting, or construction? If you have the skills and the personnel, they are all a good fit. For example, shower doors go with bathrooms; kitchen cabinets are natural with kitchen floors.

Selling Vacuum Cleaners This is an excellent adjunct to the flooring retailer business. There are vacuum cleaners now available that

will vacuum hard surfaces and the very thick carpet. In addition, several new vacuums are being sold today that can clean this new thick carpet and flat carpets and hard surfaces.

Under Floor Products (Hint: The Profit May Be Under the Floorcovering) Floor leveling compounds and underlayments, repair, patching, smoothing compounds, primers and moisture mitigation systems, radiant heat, waterproofing materials, adhesives, and mortar.

Interior Design Services Associations with interior designers can be significant to both you and your customer. Decide how you will work with them if they bring you a customer. Will you pay them a commission on top of the job, or do they want a discount so they can bill the customer? Consider Interior Designers as your business partner and consultants for your business. ■

Keep your margins up, not your volume. For example, you might be able to provide the flooring and not the installation. Also, consider doing the final building cleaning. This can be very profitable. Premier Flooring Retailer | D2 | 2022

Are you a Radiant Expert?

38 Premier Flooring Retailer | TISE Edition 2022

to earn a coupon TakeTake this this shortshort quizquiz to earn a coupon goodgood for for off your WarmlyYours order*! 20%20% off your nextnext WarmlyYours order*! one the answers below. ClickClick one of theofanswers below. there's literally nothing wedo can to stop Hint:Hint: there's literally nothing we can todo stop you from clicking until you get it right! RADIANT HEATyou from clicking until you get it right!

T RADIANT HEAQUI Z QUIZ

heating system forisLVT is The The bestbest floorfloor heating system for LVT

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Unnecessary because LVT is inherently hot which isit’s why it’s the Unnecessary because LVT is inherently hot which is why the B official floor covering of the children’s game “The Floor is Lava” official floor covering of the children’s game “The Floor is Lava” An electric heating system completely embedded in self-leveling

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If only a Radiant Expert was easy that easy inlife! real life! If only beingbeing a Radiant Expert was that in real The good that WarmlyYours has taken care that for you The good newsnews is thatisWarmlyYours has taken care of thatoffor you withteam our team of Radiant Experts whoavailable are available 24/7 to answer with our of Radiant Experts who are 24/7 to answer any questions you have electric floor heating. Trust us, it really any questions you have aboutabout electric floor heating. Trust us, it really is 24/7. Sometimes wethem call them ourselves the middle the night is 24/7. Sometimes we call ourselves in thein middle of theof night talk (they’re listeners). just tojust talkto(they’re greatgreat listeners). Contact us today get started on next yourtruly nextradiant truly radiant project! Contact us today to gettostarted on your project! * Terms and Conditions: Excludes controls, underlayments, services, and accessories. * Terms and Conditions: Excludes controls, underlayments, services, and accessories. Doesn’t include shipping. Can’t be combined with other offers or promotions. Doesn’t include shipping. Can’t be combined with other offers or promotions. Other restrictions may apply. Offeruntil good until 31, 2022. Other restrictions may apply. Offer good July 31, July 2022. Premier Flooring Retailer | TISE Edition 2022

LEGAL MATTERS

Who Is Responsible When a Customer Insists on Inappropriate Flooring?

Jeffrey W. King

Outside General Counsel for the for the WFCA Jeffrey King has

more than 35 years’

experience in complex

litigation with a focus on contracts, employment, construction, antitrust, intellectual property and health care. He

serves as legal counsel for WFCA and other

trade associations, and is a LEED Accredited

Professional. For more

information, contact him at (561) 278-0035 or jeffw@jkingesq.com.

ave you ever had a customer or a designer insist on a product that is not recommended for a space, such as installing laminate in bathrooms or other areas prone to moisture problems? When the products fail, does the customer or designer take responsibility, or do they complain, insist you repair or replace the floor, refuse to pay balances, or threaten to sue? Could you, the flooring retailer or contractor, be responsible? The simple answer is maybe. The Uniform Commercial Code (UCC), which every state has adopted in some form, provides that all merchandise includes the implied warranties of merchantability (the goods must reasonably conform to an ordinary buyer’s expectations) and fitness (the goods are fit for the use by the consumer).* Flooring that is known to be inappropriate for a certain use may violate these implied warranties. So, can a flooring retailer or contractor waive these implied warranties or otherwise limit its liabilities? As explained below, there are steps flooring retailers and contractors can take to protect themselves, but it will depend on where the flooring was sold.

Waiver of Implied Warranties The implied warranties of merchantability and fitness can only be waived in writing and must be conspicuous in the contract, such as in a different kind of print or font that makes them stand out. An example is provided below in the section on Sample Waivers. Many state laws, however, limit the ability of a merchant or contractor to waive liability. The law varies by state. At least eight states (Massachusetts, Connecticut, Maine, Vermont, Maryland, West Virginia, Kansas, and Mississippi) and the District of Columbia prohibit the disclaimer of implied warranties in consumer sales. Six other states (California, Minnesota, New Hampshire, Oregon, Rhode Island, and Washington) do not totally ban disclaimers but heavily restrict them. For example, the statute in Washington provides that for goods purchased primarily for personal use, disclaimers of the UCC’s warranty of merchantability and fitness are only effective if the disclaimer sets forth “with particularity the qualities and characteristics which are not being warranted.” (Rev. Codes of Washington, § 62A.2-316.). If a customer insists on installing tile over an area testing with high moisture content, the waiver should specify there is no warranty for moisture damage. Even where waivers of implied warranties are permitted, they will be enforceable only if they are not unconscionable, that is, so unfair that they should not be * Many states also recognize the implied workmanlike quality for services and an implied warranty of habitability for a home.

40 Premier Flooring Retailer | D2 | 2022

enforced. The factors determining whether a waiver is unconscionable include whether the parties are in an equal bargaining position, whether there is an element of surprise in the inclusion of the challenged clause, and the conspicuousness of the clause. Homeowners are often not considered as sophisticated buyers in an equal bargaining position. A waiver is likely to be invalid if there were issues unknown by the consumer that the dealer or contractor knew of or should have known about. The courts usually consider whether the merchant has unique knowledge or skills that give it unique information about possible problems. For example, contractors and their flooring subcontractors know of moisture problems with concrete. A court is unlikely to enforce a waiver of the implied warranties if the contractor did not explain the issue, so the consumer knows the impact of the waiver. To protect themselves, the contractors should always put the explanation in a written and signed document.

Written Warranties If the dealer or contractor provides a written warranty to a customer, there are limits on the ability to waive the implied warranties and any liability. The Federal Magnuson-Moss Act prohibits anyone who offers a written warranty from disclaiming or modifying implied warranties. (15 U.S.C. §§ 2301-2312 (19820. The Act does not require that a seller give a warranty on a consumer product, but if a warranty is given, it cannot waive the implied warranties. The only limit allowed is the warranty can restrict the duration of implied warranties to the duration of its limited warranty. For example, if a dealer offers a two-year limited warranty, it can limit implied warranties to two years. Many products come with express warranties from the manufacturer. First, the flooring dealer should state in writing that it is passing the manufacturer’s warranty to the consumer, and the retailer and contractor are not providing the warranty. Second, these warranties often are voided if the product is not installed pursuant to the manufacturer’s specifications. If a customer or designer insists on installing flooring

The factors determining whether a waiver is unconscionable include whether the parties are in an equal bargaining position, whether there is an element of surprise in the inclusion of the challenged clause, and the conspicuousness of the clause.

Premier Flooring Retailer | D2 | 2022

not designed for the specific use, it is incumbent on the retailer and contractor to explain in writing that the manufacturer’s warranty will be voided if installed where it is not warranted to be used.

Texas New Law The Texas Legislature recently limited a contractor’s responsibility “for the consequences of design defects” provided to the contractor by “a person other than the contractor’s agents, contractors, fabricators, or suppliers, or its consultants.” To avoid liability, however, the contractor must disclose any defect or issues of the plans and specifications within a reasonable time after learning of the issue. The contractor will be liable if it fails to disclose the issues. This provides some needed relief but also stresses the need for a flooring retailer and contractor to provide in writing that the products selected by the consumer or designer are inappropriate.

Sample Waivers

Notwithstanding these limits, waivers of liability are often useful to include in a contract. At a minimum, the waivers raise issues of whether a dealer, contractor, or installers are liable for any failure or defects of the flooring product and installation. The waivers should conform to the state law and UCC requirements. Any waiver of warranties, whether implied or express warranties, must be clearly stated and should be conspicuous. In addition, it is recommended any special circumstances be specified in the waiver. For example, if the issue is the installation of tile over concrete that may not have cured completely, that should be specifically explained in a written and signed document.

42 Premier Flooring Retailer | D2 | 2022

CAPITALIZE ON THE

POWER OF YOUR PEERS

As a flooring business owner, you are faced with unique challenges and decisions every day. The best advice for tackling your most challenging problems often comes from peers. G.R.O.W. groups allow our members from non-competing markets to connect monthly with like-minded professionals who share their values, understand their challenges, hold them accountable, and encourage them to reach their goals. If you’re interested in participating, click this link or scan this QR Code and fill out a member profile:

If you’re interested in joining the G.R.O.W. Facebook Group, click this link or scan this QR Code:

www.wfca.org

Premier Flooring Retailer | TISE Edition 2022

Although restricted in many states, if allowed, a contract should limit contractor’s liability “not to exceed the price of the contract.” While there is no single answer to the issues that is applicable to all states, using clear and complete warranty waiver language will help. Set forth below is some sample language for waiving the implied warranties where a customer insists on installation of a product, notwithstanding the contractor or retailer recommending against the product in light of moisture issues: DISCLAIMER: DEALER DISCLAIMS ANY AND ALL WARRANTIES, EXPRESS OR IMPLIED, INCLUDING WITHOUT LIMITATION, WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE, HABITABILITY. THE BUYER(S) ACKNOWLEDGES THAT DEALER EXPLAINED ALL ISSUES WITH REGARD TO PRODUCTS, INCLUDING EFFECTS OF MOISTURE [ADD ADDITIONAL LIMITS], AND THAT THE BUYER(S) IS NOT RELYING UPON THE SELLER’S SKILL OR JUDGMENT TO SELECT OR FURNISH GOODS SUITABLE FOR ANY PARTICULAR PURPOSE AND THAT THERE ARE NO WARRANTIES WHICH EXTEND BEYOND THE DESCRIPTION ON THE FACE HEREOF. TO THE EXTENT THAT CONTRACTOR MAY NOT DISCLAIM ANY WARRANTY AS A MATTER OF APPLICABLE LAW, THE SCOPE AND DURATION OF SUCH WARRANTY WILL BE THE MINIMUM PERMITTED UNDER SUCH LAW. SOME STATES DO NOT ALLOW THE EXCLUSION OF IMPLIED WARRANTIES, SO THE ABOVE EXCLUSION MAY NOT APPLY TO YOU. THIS LIMITED WARRANTY GIVES YOU SPECIFIC LEGAL RIGHTS, AND YOU MAY ALSO HAVE OTHER LEGAL RIGHTS, WHICH VARY FROM STATE TO STATE. 44 Premier Flooring Retailer | D2 | 2022

The buyer should initial or sign this provision in addition to signing the contract. The contract should also have a provision acknowledging the buyer has read the contract and had an opportunity to have the contract reviewed by legal counsel. While there is no guarantee that waivers will ultimately be enforceable, they can often cut off lawsuits before they are filed.

Limitation of Liability Contracts often include clauses that limit the liability. Although restricted in many states, if allowed, a contract should limit contractor’s liability “not to exceed the price of the contract.” It is one thing to lose the value of the contract as a result of a problem or a dispute. It is another thing to lose more money than the contractor or subcontractor could have possibly been paid for that contract. To limit liability, the terms should be clear, unambiguous, and conspicuous. For example, a common liability limitation clause can read: LIMITATION OF LIABILITY: IN NO EVENT WILL CONTRACTOR BE LIABLE TO ANY PARTY FOR ANY INDIRECT, INCIDENTAL, CONSEQUENTIAL, EXEMPLARY, SPECIAL, OR PUNITIVE DAMAGES, INCLUDING ANY LOSS OF PROFIT, REVENUE, BUSINESS OPPORTUNITY, DATA, OR USE, ARISING FROM OR RELATING TO THIS CONTRACT, WHETHER IN CONTRACT, IN TORT OR OTHERWISE, EVEN IF CONTRACTOR KNEW, SHOULD HAVE KNOWN OR HAS BEEN ADVISED OF THE POSSIBILITY OF SUCH DAMAGES. CONTRACTOR’S TOTAL CUMULATIVE LIABILITY ARISING FROM OR RELATED TO THIS CONTRACT, WHETHER IN CONTRACT, IN TORT, OR OTHERWISE, WILL NOT EXCEED THE FEES ACTUALLY PAID

BY YOU UNDER THIS AGREEMENT. THIS SECTION WILL APPLY EVEN IF AN EXCLUSIVE REMEDY HEREUNDER HAS FAILED ITS ESSENTIAL PURPOSE. SOME STATES DO NOT ALLOW THE EXCLUSION OR LIMITATION OF INCIDENTAL OR CONSEQUENTIAL DAMAGES, SO THE ABOVE LIMITATION OR EXCLUSION MAY NOT APPLY TO YOU. It is recommended that the buyer initial or sign this provision acknowledging that it was read and that the buyer had an opportunity to have it reviewed by legal counsel.

Conclusion There are no all-applicable rules for warranties and waivers. The law varies from state-to-state. In some states, implied warranties cannot be waived, or the waivers are limited. While there is no guarantee that the waiver will ultimately be enforceable, a well-written waiver can often provide some limitation on liability. Moreover, full written and signed disclosure of any product defects or characteristics will generally provide significant protection from liability. Given the complexity of these issues and the different requirements in each state, it is recommended that competent legal counsel be consulted to ensure each flooring dealer meets all of its obligations regarding all warranties and waivers. The World Floor Covering Association (WFCA) has published a book titled “CONTRACTS: CANNOT LIVE WITHOUT THEM” to help members understand these issues. The book includes sample forms and contract language. Members can order this book by contacting Josh Young at jyoung@wfca.org, or you can visit wfca. org to download a copy of the book. ■

While there is no guarantee that the waiver will ultimately be enforceable, a well-written waiver can often provide some limitation on liability.

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FLOOR ED

Dirty Restrooms Impact Americans’ Perception of a Business A recent Harris Poll commissioned by Cintas Corporation shows that 74% of Americans believe a business having a dirty restroom leaves consumers with a negative perception of that business overall.

“Facility cleanliness has been in the spotlight since the onset of the pandemic and is more important than ever in protecting a business’s reputation,” said John Engel, Director of Marketing, Cintas.

n top of that, over two-thirds of Americans think poorly of a business that fails to properly stock restroom supplies like soap, toilet paper, and paper towels. “Facility cleanliness has been in the spotlight since the onset of the pandemic and is more important than ever in protecting a business’s reputation,” said John Engel, Director of Marketing, Cintas. “This survey confirms that a clean and well-stocked restroom is important to any business’s image.” In addition to restroom cleanliness, the survey found that other areas of facility maintenance can impact people’s perceptions of a business. Other key findings include: ● More than two-thirds of Americans (68%) say dirty floors would cause them to have a negative perception of a business. ● In addition, more than half of Americans say dirty building entryways (57%), obvious use of dirty mops (56%), dirty windows/exterior glass (51%), and poorly maintained parking lots (51%) would influence their opinion of a business negatively. “Perception is reality, and the perception of a business can be impacted by facility cleanliness,” Engel added. “Consider working with an experienced facility services provider that offers outstanding services and supplies so you can focus on what you do best — serving your customers.” From restroom deep-cleaning to disinfectant and sanitizer spray services to mat services, Cintas offers various services to help businesses meet their customers’ expectations around facility cleanliness. For more information about Cintas Facility Services, visit cintas.com/facilityservices. ■

More than two-thirds of Americans (68%) say dirty floors would cause them to have a negative perception of a business. 46 Premier Flooring Retailer | D2 | 2022

WFCA University Sign up today for one FREE month of WFCA University, an online resource for The Sales & Business Management training with modules focused on business financials, merchandising, organizational and sales management, selling techniques, customer relations, and process improvement. Learn more and sign up today!

Internal Groove

We are proud to announce a new blog, Internal Groove. Freida Staten, our V.P. of Marketing, Communications & Membership, will be creating a regular column to feature in The Scoop and on our website, wfca. org, focused on improving the internal culture of your business. Check out the Internal Groove blog.

Profit Matters Steve Abernathy, CFO of the WFCA, leads this virtual series sharing financial benchmarking tools to help floor covering retailers improve the operational and financial management of their business. Click below to watch the first episode and watch our site for upcoming webinars! Learn more about Profit Matters!

Faces of the Industry The driving force behind WFCA is connection. Our community gives us the strength we need to fight for our members on Main Street and our industry in Washington D.C. We highlight many of the faces of our industry from our members, to our industry partners, to our staff, sharing pictures and information and connecting our community on our website. Learn more and nominate someone to be featured!

Premier Flooring Retailer | D2 | 2022 www.wfca.org

WAGNER METERS

Safely Store Moisture Readings with the FloorSmart App and Orion 950

ave you ever lost the receipt to something you wanted to return? Or

written down someone’s phone number just to have it disappear the

next day?

Wouldn’t it be nice if that information had been stored somewhere safe where

you could access it whenever you needed it?

That’s exactly what you can do for your moisture data collection process with a

handy little app for your mobile device. It’s simply not worth the risk to record mois-

ture readings on paper. It’s also not worth the time it takes to meticulously write that information by hand, over and over and over again. Jason Wright Jason Wright brings more than 30 years of flooring industry experience with particular specialization in hardwood floor products and installation. Beginning in 1986, with a small sundry distributor in Medford, Oregon, Jason ascended through positions in Regional Sales, Product Development, Business Development, and Marketing programs within different flooring companies. Jason brings a wealth of experience, from starting new companies to supporting the flooring industry within the wholesale and retail sectors. Over many years, the flooring industry has come to rely upon Jason’s extensive experience. Contact him by email at jwright@wagnermeters.com.

The Orion 950 is a Bluetooth-enabled smart pinless meter that is super easy to use with the FloorSmart app.

Using the Orion® 950 moisture meter and the FloorSmart app, you can enjoy

quick, easy, and safe storage of your moisture readings. These two technologies combine to make your job easier, your work more consistent, and your reputation more impressive. Let’s explore both of them and how they can improve your life.

Using the Orion® 950 moisture meter and the FloorSmart app, you can enjoy quick, easy, and safe storage of your moisture readings.

48 Premier Flooring Retailer | D2 | 2022

When you can be confident in the accuracy of your readings, you can be confident in your work and your reputation. The Orion 950

The Orion 950 is a quality lifelong piece of technology that will truly make a difference in your work.

As Wagner Meters’ premium moisture meter, the Orion 950 is worth every

penny. The accuracy it offers in your moisture content (MC) measurements will quickly pay for itself.

You can be confident about the accuracy of your moisture content readings when you use a premium meter like the Orion 950.

When you can be confident in the accuracy of your readings, you can be confident in your work and your reputation.

The Orion 950 boasts long-lasting reliability as well as Bluetooth® technology,

which is why the Orion 950 is our choice for updating the way you store and collect

data. The Orion 950 can also connect to supplemental technology, like the FloorS-

mart app! So how does the FloorSmart app work with the Orion 950 so that your accurate readings don’t go to waste? Let’s find out.

The FloorSmart App

The FloorSmart app connects automatically to your Orion 950 meter to make data

collection and storage effortless. The FloorSmart app and the Orion 950 are definitely a dynamic duo.

So here are three ways the FloorSmart app can revolutionize your work.

1. Take readings automatically

The FloorSmart app, when connected with your Orion 950, will automatically take readings from the moisture meter.

I know — it sounds too good to be true. But it is true! No more taking a measure-

ment, then repeatedly pulling out a pencil and a piece of paper.

The Orion 950 boasts long-lasting reliability as well as Bluetooth® technology, which is why the Orion 950 is our choice for updating the way you store and collect data.

Premier Flooring Retailer | D2 | 2022

Rather, you can place the Orion 950 on the wood’s

surface, and within one second, the FloorSmart app will automatically store that data.

This means that you can save a lot of time, especially

in situations where you have to take several readings. You can take these readings quickly and easily without wasting time having to write them down on paper.

2. Keep your accurate data safely stored

Because the FloorSmart app records the readings from your Orion 950 automatically, you don’t ever

kind of wood professional you are: flooring installer,

The FloorSmart app connects automatically to the Orion 950 moisture meter, making data collection and storage effortless.]

You can assure yourself and others that the job was

With a quality meter featuring Bluetooth technol-

have to worry about losing your readings, inaccurately recording your readings, or accidentally spilling coffee on your notebook (trust us, it happens).

But another big benefit about having your accurate

data safely stored is that you have the ability to show a tangible record of your work. This means that you are always ready to show your client that you have done

your due diligence, which is important no matter what furniture maker, kiln dryer, or even a homeowner. done right and that matters a lot.

ogy like the Orion 950 and the FloorSmart app, you

3. Read more than just moisture content

Check out our Orion 950 product page to learn more,

The FloorSmart app keeps track of all the factors that

the Orion 950 measures or calculates for you, whether

that be the wood MC, equilibrium moisture content, ambient relative humidity, or temperature.

It can also help you better organize or understand

the MC measurements that you’ve collected. For example, you can use the FloorSmart app to pinpoint the

average, low, and high MC measurements for each job,

giving you a better idea of the progress of your project. Lastly, all of this data is time-stamped, giving you a

reliable record and representation of your job well done.

Conclusion

It’s about time to upgrade your data collection and

storage. Keep your data safe and, in turn, provide your clients with the evidence that you’ve done your due diligence.

50 Premier Flooring Retailer | D2 | 2022

can move forward in your projects with confidence. and download the FloorSmart app on your iOS or Android device. ■

y reputation is essential M_______________________________________ I USE A WAGNER MOISTURE METER BECAUSE:

80% of all problems in wood projects are caused by moisture content issues. A quick and simple, non-damaging moisture meter reading can save you from angry customer calls, unnecessary repair time, and a bad reputation. Call today and learn why Wagner’s industry-leading Orion meters may just be the most important tool for your job.

844-533-9100 | WagnerMeters.com | FAST. DURABLE. ACCURATE. Premier Flooring Retailer | TISE Edition 2022 51

HEALTHIER CHOICE

Healthier Choice

Eco-friendly, Sustainable, Healthy, Durable Luxury Flooring with Style

ealthier Choice has been creating premi-

um-quality flooring products for residen-

tial and commercial applications that are safe for

humans and the environment for over 25 years. Our line of waterproof luxury flooring, ChoiceVinyl, is GREENGUARD Certified, made with the most

durable cores: rigid core, Wood-Plastic Composite (WPC) and Stone-Polymer Composite (SPC), at an affordable price, with remarkable styles.

All ChoiceVinyl Series Feature: ● Waterproof — Easy Maintenance ● Pet Friendly — Scratch Resistant ● Authentic Wood Visual

● Quick & Easy Installation

● High-Density Dent Resistant Core ● Commercial Grade Wear Layer ● Painted Micro-Beveled Edge

● Premium Attached Underlayment

Interested In Selling Choice Flooring Products?

Country Road Series

Country Road is a waterproof, rigid core

flooring

featuring

ultra-wide

9-inch planks with painted bevels for

an authentic wood floor appearance. These beautiful hardwood visuals fill the room with rustic charm. The Coun-

try Road Collection is manufactured to the highest standards and features a UniClic™ locking system and a commercial-grade wear-layer for lasting

durability and scratch resistance. Per-

fect for the busy family with children and pets.

Healthier Choice has been creating premium-quality flooring products for residential and commercial applications that are safe for humans and the environment for over 25 years. 52 Premier Flooring Retailer | D2 | 2022

Santa Monica Series

Santa Monica is a collection of coastal wood visuals

available in eight beautiful styles. It is 100% waterproof, and made with an SPC core for added durability. It features a 12 mil wear layer and a UNICLIC

Locking System for ease-of-installation. It has an IXPE

attached underlayment for added acoustical benefits. Designed with 7-inch plank widths, a matte finish, and

a painted bevel to complement current design trends.

Vineyard Series

Vineyard is a waterproof, rigid core flooring featuring 7-inch planks with painted bevels for an authen-

tic wood floor appearance. The beautiful hardwood visuals fill the room with warmth and character. The

Vineyard Collection is manufactured to the highest standards and features a UniClic™ locking system and

a commercial-grade wear-layer for lasting durability

and scratch resistance. Perfect for the busy family with children and pets.

Stone Reflections Series

Stone Reflections is a waterproof, rigid core flooring in

a 12-inch by 24-inch tile format with painted bevels for an authentic natural stone appearance. These beauti-

ful stone visuals fill the room with elegance. The Stone Reflections Collection is manufactured to the highest standards and features a UniClic™ locking system and

a commercial-grade wear-layer for lasting durability

and scratch resistance. Perfect for the busy family with children and pets. Saves time and money compared to traditional grouted tile installations. ■

Premier Flooring Retailer | D2 | 2022

SHOWIN' OUR STUFF

The Christina Collection — DiamondWalk Waterproof Flooring

HGTV’s Christina Haack from Flip or Flop and Christina on the Coast presents a new luxury vinyl flooring line

nspired by Christina’s passion for design and expertise on flooring, the Christina Collection features 21 colors and styles in the sought-after and high styled 9" wide ✕ 60" plank. With home renovations and designs starting with the floor, Christina designed a luxury vinyl collection that was stylish, affordable, and durable for

homeowners with active lifestyles or that have children or pets. The looks were all personally hand-selected to be used anywhere in the home to fit any decor.

What Makes the Christina Collection Different? The collection is made with a virgin core, whereas most vinyl flooring has a recycled core. Because it is made with a virgin core, there is no moisture barrier requirement, and these floors will withstand the highest traffic areas. ●D urable flooring was the primary focus of the line. Christina tested the durability with her three children and pets. (See Christina’s Instagram page: @christinacollectionflooring) ●F eatures a 20 MIL wear layer, 6.5mm thick, and a 1.5mm IXPE attached pad. ● It is FloorScore certified for indoor air quality and performs well in high-traffic areas, including commercial spaces.

If you are interested in carrying the Christina Collection in your showroom, please submit the inquiry form at www.christinacollectionflooring.com or email us at service@flooringlines.com. ■

...Christina designed a luxury vinyl collection that was stylish, affordable, and durable for homeowners with active lifestyles or that have children or pets. 54 Premier Flooring Retailer | D2 | 2022

Mix It Up! Today, consumers are better traveled, exposed to new ideas, and reshaping how they view themselves and others. As a result, they more confidently adopt differing styles—and change them far more often than our parents and grandparents did. Your customers design around bits of everyday life, like a family heirloom furniture piece or treasures collected from their travels. These pieces become a theme around which a very personal look is created. To this end, The Christina Collection offers design versatility with 21 colors, grains, and textures. With design rules changing (oh, that's right…there are none remember?) This allows you and your customers to create their masterpiece! Creating the Style Modern Farmhouse, Mid Century, Contemporary, Vintage, Rustic Industrial, or Eclectic? When it comes to design and style, integrate other products, like tile, carpet, area rugs, countertops, and even kitchen cabinets to pair with the Christina Collection flooring options. Explore. Dream. Plan.

Left to right: Denali Design Board, Geyser Design Board, Whitney Design Board, Diamond Peak Design Board

Premier Flooring Retailer | D2 | 2022

ENGINEERED FLOORS

Engineered Floors Adds Five New Styles to DW Select line in 2022

s the DreamWeaver Select carpet line continues to grow in popularity, Engineered Floors is adding five new styles. They all offer an ultra-pre-

mium feel into the home at a price point that is easy to live with, that the line is known for.

These new styles maintain the original spirit of DW Select by drawing inspiration

from the natural world. The new offerings bring textural nuances, reminiscent of

natural materials, into the home. The tailored construction offers timeless design elements coupled with functionality for the style conscious, yet active household. Two of our newest DW Select styles are Del Rey and San Lucas:

Del Rey introduces a larger scale abstract pattern influencing modern and transi-

tional styling while delivering an organic feel throughout the room. It adds balance and warmth to compliment the luxurious aesthetic and is the perfect foundation for Below left: Coastal Escapes – Off Shore Vignette; Bottom left: DelRay GuildedStreet; Below right: San Lucas 8623 East Cape

an uplifting and cozy feel.

San Lucas presents a unique dense and textured loop pile that creates added

dimension and beauty underfoot while delivering a functional yet refined space. This small-scaled herringbone pattern allows for many styling choices as well with a soft, neutral, and striated color palette. ■

56 Premier Flooring Retailer | D2 | 2022

Bold. Beautiful. Design.

•

engineeredfloors.com

Premier Flooring Retailer | TISE Edition 2022

By John Mina

FLOOR ED

Partner with a Broker that Understands Your Industry So We can Focus on Your Story! Why Partner with a Specialist Broker? When facing the most pressing business challenges, maximizing your success starts with the right partner. At Risk Strategies, you get a dedicated risk management consultant and partner with in-depth industry knowledge and 25+ specialty practices. We’ll guide you through finding the right solutions… every step of the way. We start with understanding your industry, business goals, and risks. We listen. You’ll get tailored risk management advice and innovative strategies for managing your risk in an ever-changing world.

Stacy Eickhoff

Stacy Eickhoff, Sr.

Vice President, has

specialized in providing insurance programs

for the Floor Covering Industry for over 25

years. Risk Strategies is a top national

broker providing

comprehensive risk

management advisory

Brokers Must Tell Their Clients’ Story The ability to tell your story and differentiate risk is more important than ever. Insurance companies need to cover their risks, so they need to be assured that the company they’re underwriting will not become a financial liability. This is where specialist brokers come in. In this landscape, understanding the client’s industry and the ability to do analytics is becoming a fundamental part of the broker and associate skill set. In order to tell their client’s story and secure coverage, brokers must leverage data, showing carriers the client in their best light, that they don’t fit a particular vulnerability model and that they’re a better quality risk. I recently told an associate, “You don’t drive by looking in the rearview mirror.” Our industry can no longer focus on past trends and old ways of engaging. Looking ahead is key to business survival and is the only way to navigate this remarkable time. ■

services.

58 Premier Flooring Retailer | D2 | 2022

A Specialist Approach to Risk

We’re a top national broker providing comprehensive insurance and risk management advisory services, and insurance and reinsurance placement for Property & Casualty, Employee Benefits and Private Client risks. With over 25 specialty and industry practices, we have tailored services and people who speak your language. We start with understanding your industry; your business goals; your risks. We listen. You’ll get tailored risk management advice and innovative strategies for managing your risk in an ever changing world.

Our specialty? Reducing your risks. Stacy T. Eickhoff, your Floor Covering Industry Specialist has spent the last 25 years providing custom insurance programs for the WFCA and their members. Coverages available include Automobile, General Liability, Workers Compensation, Cyber Liability, Errors & Omissions, Surety Bonds, Management Liability and Umbrella Liability. Connect with us to learn how our unique combination of specialty expertise, consultative problem solving, and unfailing integrity can better serve your business.

Contact: Stacy T. Eickhoff, Senior Vice President P: 949-681-1864 C: 714.393.8470 seickhoff@risk-strategies.com

Premier Flooring Retailer | TISE Edition 2022 59 www.RiskStrategies.com

FLOOR ED

Seeing is Believing… The Future is Now — Creative Magnetic Flooring

M Can you imagine a floor covering that can be easily changed for a remodel? How about putting this flooring in your child’s bedroom and then switching it out when they get older and have their own style?

agnetic flooring is making its way from the commercial to the real estate market into your home. Can you imagine a floor covering that can be easily changed for a remodel? This is the perfect solution in high-traffic areas where you can simply and easily replace damaged floors. The cost to replace aging flooring in kitchens, living rooms, and bedrooms is substantial; with magnetic floors, you can update your home at a fraction of the cost.

Creative Magnetic Flooring (CMF) uses a magnetic underlayment

system from Magnetic Building Solutions (MBS) and ferrite-backed LVP to create interchangeable magnetic luxury vinyl flooring. The installation process is easy with minimal downtime; an application like a herringbone pattern would take several days using traditional methods, but it only takes hours using the magnetic system and LVT.

Here's How it Works:

The base layer (A) is the magnetic layer. It comes in a roll. It can be rolled out over any smooth, clean, dry subfloor (concrete or wood). The top layer (B) is any flooring product containing our patented composite. When the top layer (B) is placed on the base layer (A), they form a magnetic bond.

Other Applications:

For more information on "Magnetique" visit our showroom at 1699 S Virginia Street, Reno, NV 89502, email sales@creative magneticflooring.com, or call 775.762.9823

This system alleviates the high cost of turnovers and renovations for the real estate industry, such as apartment buildings, rental property, and assisted and senior living properties. Commercial properties benefit from saving time and money. Minimal downtime for installation ensures business as usual with the ability to change out a worn floor in a lobby area or a hotel room as needed economically. In addition, the property can keep up aesthetically with current design and trends. ■

60 Premier Flooring Retailer | D2 | 2022

MY PLANET LIVING CENTERS MyPlanet Living Centers (MPLC), conceptualized and brought to life by Founder, entrepreneur, and philanthropist Mayan Metzler, are designed as one-location showroom spaces displaying all the latest and greatest in every product category in home remodeling and new home building. The showrooms will expose homeowners and trade professionals to higher-end and more sophisticated product selection in categories including Kitchen, Bath, Flooring, Windows, Exteriors, Green products, Roofs, Closets, Tile, Home Automation, Exterior Wall Systems, Plumbing, Water Management Systems, Indoor and Outdoor Furniture, Alternative Energy, and more. MPLC is currently in the process of cementing partnerships with leading suppliers in every product category. With Showrooms in Chicago, Brooklyn, Long Island, and Miami, Creative Magnetic Flooring is the exclusive LVP/LVT flooring partner for MyPlanet Living Centers. CMF luxury magnetic flooring is installed in the 4000 sq. ft. Long Island MPLC location.

MAGNETIC PHOTO MURALS Rethink focal walls by creating custom photo murals. This horse head photo mural measures 98"x104" and uses the Creative Magnetic (MBS) technology and will be featured in The Calibu Vineyard Showhome by Jennifer Farrell. www.calibuvineyard. com or follow @calibuvineyard on Facebook and Instagram Photo by Tess Hunt TessHuntpics@ gmail.com 775-233-9339 Services Northern Nevada and California. Tess is known for her work with the wild horses in Northern Nevada.

CITY VIEW EXECUTIVE HOMES RENO, NEVADA Dickson Realty, Sparks, NV. This contemporary designed community of City View Executive Homes emotes the feeling of a nestled village on a hillside overlooking some of the best city and Sierra Mountain views in the area. These luxury homes feature flooring by Creative Magnetic Flooring in the entire floorplan plus several focal walls. Contact: losborn@dicksonrealty.com for a showing. Seeing is believing!

Premier Flooring Retailer | D2 | 2022

www.intlsurfaceevent.com

31 JANUARY - 2 FEBRUARY

LAS VEGAS 2023 Comprised of three world-class tradeshows: SURFACES | StonExpo/Marmomac | TileExpo events, The International Surface Event (TISE) is the largest North American floor covering, stone, and tile industry B2B event - the annual, first-of-the-year marketplace for sourcing the newest industry products and services.

62 Premier Flooring Retailer | TISE Edition 2022

Join the Journey Online Now for Design Reveals & Invites to Special Events & Tours

calibuvineyard.com | Follow @calibuvineyard on Facebook + Instagram Premier Flooring Retailer | TISE Edition 2022 63

29TH ANNUAL CFI CONVENTION AUGUST 2ND - 4TH, 2022 Rosen Shingle Creek 9939 Universal Blvd. Orlando, Orlando, FL 32819FL 32819

MULTIPLE EVENTS:

VENTS:

Exhibitor Hall

Expand your professional network and learn more about the products and organizations professional in the industry!

Exhibitor Hall Expand your

network and learn more about the products and

Live Demos

organizations in the industry!

Live Demos

Edu ational Seminars

Educational Top keynote speakers insight on current Seminarsprovide industry issues. Top keynote speakers

provide insight on current

A%ards Ceremon(

industry issues.

Installation professionals offer proven installation tips,

Show appreciation to those

tricks and insight on the latest products.

2022!

who made an impact in

Awards Ceremony

Installation professionals

Show appreciation to

offer proven installation

those who made an

3rd Annual tips, tricks and insight on Tournament Golf the latest products.At

Fun Night

impact in 2022! Dinner

and games!

Shingle Creek Golf Club

Register at: 3rd Annual Fun Night 64 Premier Flooring Retailer | TISE Edition 2022 CFIINSTALLERS.ORG Golf Tournament Dinner and games!

Be Part of the Solution

Articles inside

Who is Responsible When a Customer Insists on Inappropriate Flooring?

Reimagine your Company Culture

The FCEF creates pathway for next generation flooring installers

Finish the Race

QFloors: The Power of Partnerships

Be Part of the Solution

Celebrity Designers Design with Luxury Vinyl Flooring