Premier Flooring Retailer Q1 2017 by Premier Flooring Retailer Magazine

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Luxury Vinyl Floors = Extraordinary Solutions

Navigating Claims: It Is Not Always The Dealers Fault

Learn How Technology Adds to Your Bottom Line

Coleâ&#x20AC;&#x2122;s Fine Flooring Takes Center Stage

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Q1 2017

3 Here’s to New Beginnings Scott Humphrey, CEO, WFCA

4 Test Your Marketing Basics Paul Friederichsen

6 fcB2B in 2017 — A New Begining Phil Zolan, Executive Director fcB2B, WFCA

8 Gold Standard Award Tom Jennings, Board Chairman, WFCA Services, Inc.

10 WFCA Online University David Romano, Founder and Owner of Benchmarkinc On the cover: Armstrong Vivero Bluegrass Barnwood — Rustic Harmony Luxury Vinyl Tile..

12 Build Relationships that Last Michael Vickers, Executive Director, Summit Learning Systems

14 Our Newest Customer. Generation Z Margo Rodgers Locust, Owner and Publisher of Fabulous Floors Magazine

18 Navigating Claims: It is Not Always the Dealer’s Fault Jeffery W. KIng, General Counsel, WFCA

24 Five Ways to Increase Your Add-On Sales Lisbeth Calandrino

30 Luxury Vinyl Floors = Extraordinary Solutions Annette Calliari, Allied Member ASID, Chair Holder Color Maketing Group

33 Color Marketing Group Elects 2017 Color of the Year Thrive — a robust, yellow-infused green

36 Showin’ Our Stuff New Products

52 My Flooring Warranty John Mapes, Director of Development My Flooring Warranty North America

60 WFCA Retailer Spotlight Shines on Coles Fine Flooring New Products

62 Installation as a Profit Center Robert Blochinger, Blochinger & Company Certified Flooring Forensic Service, Boca Raton, FL

Premier Flooring Retailer | Q1 2017

TAKING THE LEAD

Here’s To New Beginnings!

O Scott Humphrey CEO, WFCA

ne of the things I appreciate most about this life we are privileged to live, is our ability to continually start over. It is simple but profound to understand that we are not stuck in our current job, position, or situation. We have daily, even moment-by-moment opportunities to improve our current state. In fact, the one way we are all most alike, is that we are given limitless opportunities to reset. Now don’t get me wrong. It is easier said than done. Psychologists will tell you that the only difference between a rut and a grave is that, “a rut is a grave with both ends kicked out.” People don’t live in ruts, they die there. As we get older, we tend to find the rut we enjoy and do all we can to remain there. We are truly creatures of habit. And if what always worked for us in the past would ensure success in the future, ruts would be good things. The challenge is that what got you there can’t keep you there, for one very simple reason. The world around you is changing. To succeed, you must adapt to its change, or better yet, create the change you desire! For example, when I was in grade school, I went to an auction with my uncle and purchased a record player. I thought I was “all that” until Sony came out with the Walkman. No sooner had I saved to purchase the cassette playing Walkman, than the portable CD player came out. Of course the sound quality was better, so I had to have the latest and the greatest. Today, we have downloadable music. Who knows what tomorrow will bring. My point is that I was very satisfied with my record player, but the world around me changed. I could either change with it, create the change, or get left behind. One thing we can all agree on is that the world is changing. Because of that fact, we can’t stay the same and expect to lead. Knowing this, the WFCA has committed to change in order to pave the way for your future success. This year we are re-launching the WFCA with a forward focus that will magnify our purpose and simplify your pathway to success. We are not the WFCA of the past... we are YOUR WFCA for the future, and so much more. For instance: You are holding one example of our commitment to lead change. The new and improved PFR 1. magazine is bigger, better, and fully designed with you in mind. Full of information, advice, and expertise, you will ﬁnd this improved version a priceless resource for you and your entire team. After all, it has been said that “all leaders are readers.” We have new membership platforms, with enhanced benefits and trade scholarship offerings all designed to allow you get the most out of our partnership. We have redesigned our WFCA.org website with you in mind. It is easier navigate and loaded with information pertinent to your personal and professional success.

2 Premier Flooring Retailer | Q1 2017

This year we are re-launching the WFCA with a forward focus that will magnify our purpose and simplify your pathway to success. We have enhanced educational offerings that differ from anything offered elsewhere in the industry. After all, why recreate what already exists? Our goal is to provide top level training that can stand alone or supplement your current library. At $99.00 a month, we offer the WFCA University online for your entire store for less than it would cost for a couple of soft drinks or a single Starbucks coffee per day! In addition, we have facilitator lead training available regionally throughout the year through our partnership with Benchmark Inc. — a leader in business, leadership, and ﬂooring industry — specific training. That aligns well with our belief that “learners are earners.” There is so much more I could share, but suffice to say that we exist for your success and profitablity. I hope you will join with our re-launch by hitting the reset button on areas where you are stuck in the rut. Our goal is to simplify your route to getting where you want to go. So why not join us in our quest to change this industry that we call home? At the WFCA, we understand that the past is the best place to learn, and the worst place to live. We are committed to enhancing the lives and success of those in the ﬂooring industry. I know you will enjoy the new PFR. We welcome your feedback at wfca@wfca.org. ❚

A SPECIAL P R E S E N TAT I O N OF WFCA & FA B U L O U S F L O O R S MAGAZINE

R E TA I L E R’ S G U I D E

T O

G R E A T E R

P R O F I TA B I L I T Y

Left: The home page at wfca.org. Above: Retailer’s Guide to Greater Profitability, a Special Presentation of WFCA and Fabulous Floors Magazine.

Premier Flooring Retailer | Q1 2017

IT’S “YOUR UP”

Test Your Marketing Basics

E Paul Freidrichsen Paul Friederichsen is a partner in The Blake Project, a leading brand consultancy and a contributing writer to

veryone is a marketer in one form or another. You’re either selling yourself or selling something all the time. This is especially true for retailers, of course. How well you understand how to market your business makes all the difference in how effective, and ultimately how successful, you are. Real understanding is built on your grasp of the fundamentals. For example, good marketers aren’t defined by how often they tweet, but by how well they use Twitter in an overall strategy to build their business. So let’s test your knowledge and appreciation with these Ten Marketing Basics. Grade yourself on a scale from a low of 1 (poor — needs help) to a high of 5 (excellent) and let’s be honest!

I know my customer. This is the most important test question of all, because everything hinges on this. If you’re off by a little, you’ll miss by a mile. Create a “persona” that describes, in detail, your ideal customer. Better yet, have your sales associates do that and compare results. This is who you’re after.

Branding Strategy Insider and the New York Daily News. He will be speaking at TISE West on “How to Think Like a Creative

I have a brand. This is a mindset as important as anything you do in business. We are a culture built on brands, yet many retailers fail to deliver that to their customers. A brand mindset will effect every decision you make—especially the marketing ones.

Director.”

I make a difference. Brands are defined by being unique; otherwise they are just a commodity. Defining how you are different discovers your advantages and clarifies your position vis-à-vis your competition. You can’t be all things to all people, but you can make build a following by making a difference to your ideal customer.

I study my competitors. Good intelligence more than knows the other guy’s price points. It’s understanding who they appeal to and why.

4 Premier Flooring Retailer | Q1 2017

Everyone is a marketer in one form or another. You’re either selling yourself or selling something all the time. I protect my investment. Marketing costs money. You can’t have one without the other. Peter Drucker once observed that business has two basic functions: marketing and innovation. The rest is simply overhead. You must view marketing as an investment, not a cost.

I follow a plan. Without an idea of where you’re going, you’re going nowhere. Your plan should be based on supporting your business calendar, with media choices and budgets allocated to sufficiently reach and exceed your goals.

I build relationships. It’s all about cultivating trust. Without it, you’ll lose in the long run. Social media and monitoring online evaluations are key. And don’t overlook the power of networking.

I communicate internally. Consumers get frustrated when the sales associate “didn’t get the memo.” Don’t lose a sale simply because your promotion didn’t make it to the sales floor.

I stay consistent. Don’t miss the target by constantly adjusting your aim. Stay the course in your brand identity, your marketing message and your media choices.

I measure and evaluate. Every ad, every campaign, every post is a test. Learn from it. There are a variety of ways to do this, and obviously online media is the easiest to measure. But the point is … do it. Share this with your team and use this as a way to recalibrate your marketing efforts for 2017. And have a great and intensely profitable new year! ❚

Premier Flooring Retailer | Q1 2017

PILLAR TALK

fcB2B in 2017 — A New Beginning

A Phil Zolan Executive Director fcB2B World Floor Covering Association

lthough the Floor Covering Business-To-Business Association, or fcB2B, has been around for over 15 years, 2017 represents a new beginning for the group. The WFCA has historically been the largest sponsor of the group, and in 2016, it strengthened the relationship even further by bringing the group formally into the WFCA. This move is a clear win-win for the flooring industry. The WFCA wins by expanding the scope of the technology pillar of the organization and offering much needed technical support to its members. The fcB2B group wins by having a stronger presence in the industry through the WFCA, being able to reach out and help the independent retailer improve their business. They provide them with the guidance, support and tools for doing more business electronically, saving them time and money. So just what does fcB2B do? In many ways we are like the conductor of an orchestra. We bring together all of the key players in the industry — flooring manufacturers, distributors, software companies that specialize in flooring specific software and retailers — and work with them to develop and maintain one set of standard software language that the entire flooring industry uses to do business electronically. The analogy I use most often is that of the Chinese language. While someone can say “I speak Chinese”, in reality there are over 200 individual Chinese dialects, many of which are mutually unintelligible. The fcB2B group maintains one standard electronic language for the entire flooring industry, so that any company that wants to do business electronically doesn’t have to write custom software to be able to communicate with each trading partner. As long as these key players follow the fcB2B standards, they should be able to apply a one size fits all approach, and seamlessly interact across the entire industry.

The WFCA has historically been the largest sponsor of the group, and in 2016, it strengthened the relationship even further by bringing the group formally into the WFCA.

6 Premier Flooring Retailer | Q1 2017

The fcB2B group maintains one standard electronic language for the entire flooring industry…

That brings me to the second key piece of the fcB2B role, which is certification. While it’s great to have a standard language, is everyone following it? It would be highly impractical for every retailer to determine which of the flooring manufacturers, distributors, and software companies are following these industry standards, as there are hundreds and hundreds of possible trading partners out there. Now that fcB2B is under the umbrella of the WFCA, we will be able to provide that oversight and certification for the industry, and be in a position to independently certify that each trading partner is fully compliant with those industry standards. Are you a manufacturer, distributor, or retailer that’s interested in starting to make more of your business transactions electronic, but don’t know where to start? Drop me an email at pzolan@wfca.org, and we’ll set a time to talk you through the steps. ❚

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 Karen George, Managing Editor Lisbeth Calandrino, Associate Editor Stan Michelson, Communications Director Ray Stewart, Production Manager Toelke Associates/Ron Toelke, Creative Director Editorial and Advertising Offices: Fabulous Floors Magazine, LLC Phone: 678-761-5002 | Email: Margo@pfrmag.net Columnists Annette Callari, Leah Gross, David Romano, Lisbeth Calandrino, Michael Vickers, Paul Friederichsen, Josh McGinnis, Jeffrey King, John Simonson, Robert Blochinger WFCA Scott Humphrey, Chief Executive Officer Tom Jennings, Vice President, Professional Development Frieda Staten, Vice President Marketing Steve Abernathy, Vice President, Finance Kay Wiley, Executive Assistant to The CEO The World Floor Covering Association (WFCA) Phone: 855-330-1183 or 800-624-6880 | Email: wfca@wfca.org Premier Flooring Retailer is a joint initiative of the World Floor Covering Association and Fabulous Floors Magazine, LLC. Copyright© FABULOUS FLOORS MAGAZINE and WFCA 2017. All rights reserved. No portion of this publication may be reproduced in any way without written consent from Fabulous Floors Magazine, LLC or The WFCA. Change of Address: in order to ensure the uninterrupted delivery of Premier Flooring Retailer, notice of change should be made at least 5 weeks in advance. Premier Flooring Retailer is published quarterly in print by Fabulous Floors Magazine, LLC located at 916 Main Street Andrews, NC 28901 and the World Floor Covering Association located at 855 Abutment Road, Suite 1, Dalton, GA 30721. Application to mail at the Periodicals Postage Prices is pending at Brimfield, Ohio and at additional mailing offices. Postmaster: Please send address changes to WFCA, 855 Abutment Road, Suite 1, Dalton, GA 30721.

The fcB2B home page at www.fcb2b.org

Premier Flooring Retailer | Q1 2017

PILLAR TALK

Gold Standard Award

O Tom Jennings 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. and WFCA vice president of professional development. He may be reached at

ne of the WFCA’s most significant recognitions is our Gold Standard Award, given annually to exemplary businesses that have well demonstrated the standards of a WFCA member, and have created an outstanding consumer experience. Past recipients have been located in all areas of the country: From Virginia to Washington state, from Kansas to Hawaii, and from Ohio to California. The one common denominator that each of these past winners possesses is the attitude that their stores are much more than merely just an outlet from which to buy flooring materials. They realize that their businesses have been built long term by providing solutions for their clientele, rather than simply by providing product alone. As 2015 Gold Standard Award winner Jason McSwain of McSwain Carpet and Floors in Cincinnati stated, “Beyond our quality product selection, it is McSwain’s desire to give our customers complete satisfaction with their experience. This business can be difficult because so many things can happen that are out of our control, but if we truly work to treat our customers fairly and to provide an experience that exceeds their expectations, that will set us apart from our competition.” In addition, past winners share the realization that the greater their investment in the communities that they serve, the greater their reward in return. The combined list of charities supported and good works done is commendable indeed. In 2017, the Gold Standard Award continues with one significant change. This year there will be winners announced for members doing less than $10 million in annual sales, as well as those doing greater than $10 million. The same criteria is used, and the same honor is received. It was simply felt that going forward, it would be more equitable to judge entries against others of similar scale. Winners will be announce at TISE 2017 in Las Vegas. ❚

tjennings@wfca.org.

The one common denominator that each of these past winners possesses is the attitude that their stores are much more than merely just an outlet from which to buy flooring materials.

8 Premier Flooring Retailer | Q1 2017

To Our Valued Members: The WFCA believes in giving recognition where recognition is due. That’s why we are recognizing and rewarding excellence in our retailer community with our Gold Standard Award. The award, given annually during TISE/SURFACES, will be given to one exemplary business that has welldemonstrated the standards of a WFCA member and has created an outstanding consumer retail experience.

he Gold Standard Award will be given in two categories based on sales volume: Over $10 million and Under $10

Guidelines for Nomination Eligibility: • Member in good standing of the WFCA

million. We will also be awarding 2nd and 3rd place prizes in

• Must have been in business for at least three years

both categories. Prizes will consist of training packages:

• Clean BBB report • Anyone may nominate a retailer they believe meets the cri-

1st Place (Over $10 million) — choice of:

teria or companies may nominate themselves

• Two-day CFI onsite custom CFI carpet seaming class* • Two-day onsite custom sales training* or

Gold Standard Award Criteria:

• One-year online WFCA University tuition (multiple locations)

Once a store has met all of the above eligibility criteria, the winner will be selected based on the following:

*Both classes would be a one-day class repeated on a second day, allowing dealers with multiple locations to split their staffs.

• Knowledge: Knowledgeable management and staff who work to keep actively informed on the industry.

1st Place (under $10 million) — Same choices as noted above, but only singleday of classes. 2nd Place (both categories) — Six months online WFCA University tuition 3rd Place (both categories) — Three months online WFCA University tuition It is time to begin the process of nominating outstanding

• Customer Service: Providing courteous service, and offering customers help throughout the purchase process. • Quality of Store Image: Must maintain a clean, professional, well-maintained store — both inside and out. • Adherence to the WFCA Code of Conduct. If you have any questions, please contact the membership department at 855.330.1183 or info@wfca.org. ❚

retailers. In the following pages you will ﬁnd all of the information necessary for you to submit your store or nominate a retailer, as well as the judging criteria. The information packet is also available on our website.

Premier Flooring Retailer | Q1 2017

FloorEd

WFCA Online University This online education platform amplifies your business starting with the key piece — your people. There are learning opportunities for sales associates, sales managers, accountants/controllers, merchandisers, operations managers, human resource, and owners. These modules are both live action and animated and provide testing and certifications. There are 40 modules in total and 2 subscription options.

eady to fill your head with so much education it might explode? In cooperation with Bench-

David Romano

mark Inc., the WFCA has designed an unprecedented university especially for flooring retail-

ers. The online and live format is packed with training for every position in your organization from

David Romano is

the owner, to sales associates, and the results from this training have been mind-blowing. The

founder and owner of

strategies presented have been tried and tested over the past fifteen years and are part of the daily

Benchmarkinc and its

operations of some of the most successful retailers in the flooring industry.

predecessor, Romano

The best part is that classes are taught by instructors that are currently working in the indus-

Consulting Group. David’s

try, and hold the very position they are teaching. That’s right, you will learn about sales manage-

professional career

ment from a Sales Manager, and selling techniques from someone who currently sells more than

spans nearly 20 years of

$1,000,000 a year. How’s that for real life knowledge?

management experience in the retail, restaurant

The Gist

and consulting industries.

The WFCA University offers both live training and a robust online platform. We tackle the most

His companies have been

pressing issues faced by today’s flooring retailers by providing training that is unique and highly

providing consulting,

effective. Our online modules are packed with great strategies and are highly entertaining; while

benchmarking, and

our live camps are designed to provide more in-depth training in a collaborative environment.

recruiting services for

What we teach, and how the content is delivered, will not be found anywhere else!

nearly a decade exclusively for the flooring and restoration industries.

The Content The first step is to attend a live camp. During these sessions, you can learn how to better manage your sales team by attending the 2-day Sales Management Camp. Here, you will find out what it takes to improve the productivity and profitability of your business; how to secure millions in untapped business by sending your Hunter to the 2-day Outside Sales Camp; and how to turn your rookies or burnouts into selling superstars by sending them to the 3-day Inside Sales Camp. WFCA University continued on page 26

10 Premier Flooring Retailer | Q1 2017

Phoenix, ,AZ.-----------March AZ.-----------March 21-22 Phoenix 21-22 Atlanta,GA.-----------October GA.-----------October 17-18 Atlanta, 17-18

SanAntonio, Antonio,TX-----December TX-----December 5-6 San 5-6

Sacramento,CA.------February CA.------February 7-9 Sacramento, 7-9 Seattle,WA.-----------------April WA.-----------------April 4-6 Seattle, 4-6 Philadelphia, PA.-----------June 6-8 Philadelphia, PA.-----------June 6-8 Denver,CO. CO.----------------July ----------------July 11-13 Denver, 11-13 Houston, TX.-------September 11-13 Houston, TX.-------September 11-13 Orlando,FL.----------December FL.----------December 5-7 Orlando, 5-7

Nashville,TN.----------------May TN.----------------May 3-4 Nashville, 3-4 Dallas, TX.---------September 20-21 Dallas, TX.---------September 20-21

Donâ&#x20AC;&#x2122;t forget for sales salesassociates associatesand andevery everyother other position your business at wfca.university. Donâ&#x20AC;&#x2122;t forgettotocheck checkout outthe theWFCA WFCA Online Online University University for position in in your business at wfca.university. It It is is packed staff from from good goodto togreat greatby bytesting testingthem them after each module and even providing packedwith withcourses coursesdesigned designed to to take take your staff after each module and even providing certifications. callDavid David Romano (919) 636-6871 more details. certifications.Visit Visithttp://www.bmarkinc.com/training/wfca-university.html http://www.bmarkinc.com/training/wfca-university.html ororcall Romano at at (919) 636-6871 forfor more details.

High thisseason. season. High Risk Risk for Staffinitis Staffinitis this Let be your your cure. cure. Let Benchmarkinc Benchmarkinc be Staffinitis is is aa nagging and the the Staffinitis naggingcondition conditionthat thatinfects infects both both the the carrier and entire staff! If If you have it difficult difficult entire staff! you haveunproductive unproductiveemployees, employees, are are finding it to to attract qualified to recruit recruit attract qualifiedcandidates, candidates,or orlack lack time time and and expertise expertise to and screen applicants,you youmay maybe besuffering suffering from from Staffinitis. Staffinitis. and screen applicants, Call Benchmarkincimmediately immediatelyso sowe we can can provide provide the cure to Call Benchmarkinc to your your ailment with our staffingexpertise. expertise. ailment with our staffing Each yearwe weplace placehundreds hundreds of of top-notch top-notch candidates candidates in flooring Each year flooring companies throughoutthe theUS USand andCanada. Canada. We We do do the hard work companies throughout work of of finding the rightperson personfor forthe thejob, job,screen screen applicants, applicants, test their finding the right their skills skills and andcomplete completeaajob job analysis see theyhave havethe thefortitude fortitudeand and experience experience to handle fit fit analysis toto see if if they handlethe theposition, position,complete complete nationwide criminalbackground backgroundand andreference reference checks, checks, and even nationwide criminal even negotiate negotiatethe theoffer. offer. Best Best are flooringexperts expertsand andpretty prettycool cool to to work work with! of of allall wewe are flooring

Premier Flooring Retailer | Q1 2017

FloorEd

Build Relationships that Last

W Michael Vickers Michael Vickers is executive director of Summit Learning Systems, a provider of customized in-house training and e-learning programs; and author of the best-selling book, Becoming Preferred — How to Outsell Your Competition. Contact Michael at: www.michaelvickers.com.

hen the customer is sold and is happy with their initial purchase, many salespeople feel that the sales process is complete. But if you stop here, you’ll miss out on a golden opportunity to build your relationship with the customer and encourage future sales and referrals. There are three important stages of the total customer experience to be aware of if you’re going to build relationships that will last. The first stage is what the customer expects coming into the experience. The second is what happens during the buying experience. The third and most critical stage of the experience is what the customer remembers about the experience. If they have a great memory of their experience, then chances are good that they’ll be back again and referrals will come. So creating a memorable experience isn’t just a feel-good proposition, it’s a strong bottom-line builder. Here are some good after-the-sale “experience elevators and referral generators:” Business Card — If you have a business card, be sure to offer it to the customer once the purchase is completed. This signals that you’re willing to be of assistance beyond the initial transaction. Gifts or Coupons — If your store offers any after-purchase gifts or coupons for future purchases, they have even greater impact if you mention them AFTER the purchase. Physical Assistance — If applicable, be sure to offer help in getting products out to a customer’s vehicle. This gives you an excellent opportunity to create a lasting impression and encourage loyalty. Thank You — Never forget to thank the customer. It may seem obvious, but it’s sometimes overlooked. Establish Follow-Up Dates — A great way to position yourself above other salespeople in your industry is to pre-plan a follow-up call or personal letter to your customer and then follow through. Leveraging Email Addresses — Be sure to give customers the opportunity to join your email list for relevant and valuable information. Excellent after-sales service leaves a lasting impression creating loyal customers and a stream of referrals for life. Remember, it’s your responsibility to nurture the relationship, not the customer’s. It will make all the difference in your long-term success as a professional retail solutions expert. ❚

12 Premier Flooring Retailer | Q1 2017

Take your next step, with

training.

2017 EDUCATION & CERTIFICATION TRAINING SCHEDULE FIRST QUARTER January 20 February 7 - 9 March 7 - 9 March 14 - 16 March 28 - 30

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Marietta, GA Phoenix, AZ St. Louis, MO King of Prussia, PA Marietta, GA Chicago, IL Chicago, IL Denver, CO San Jose, CA Dallas, TX Chicago, IL

Intermediate Sand & Finish Intermediate Installation Intermediate Installation Inspecting Wood Floors Intermediate Sand & Finish Advanced Installation Concrete Moisture Testing Intermediate Installation Intermediate Installation Concrete Preparation for Wood Flooring Machine Maintenance Intermediate Sand & Finish Inspector School

Chicago, IL New York, NY Marietta, GA San Jose, CA New York, NY Chicago, IL Milwaukee, WI Vancouver, CAN Herndon, VA Deerfield Beach, FL Chicago, IL Marietta, GA St. Louis, MO

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THIRD QUARTER July 11 – 13 July 18 – 20 August 1 - 3 August 2 August 8 – 10 August 15 - 17 August 18 August 22 - 24 September 12 - 14 September 14 – 15 September 15 September 19 - 21 September 25 - 28

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nwfa.org | 800.422.4556

Premier Flooring Retailer | Q1 2017

Our Newest Customer. Generation Z

s a flooring retailer as well as a publisher, I am intrigued by our newest potential customer… Generation Z. We’ve been focusing on Millennials and while they are important, they are already becoming old news. The key for us as retailers is to figure out what motivates this newest generation of customers. That’s right. It’s just a matter of time until this newer, younger, possibly more confusing generation will be shopping in our stores.

Margo Rodgers Locust Margo Locust began her career in flooring over 35 years ago. She is the owner and publisher of Fabulous Floors Magazine, a consumer publication. In 2015 she returned to the retail environment by opening a retail flooring store in Andrews, North Carolina. Locust Trading Company, a Cherokee Indian-owned business has had great success in the residential, commercial and contract markets. In late 2016 she took over the publishing of Premier Flooring Retailer Magazine for the WFCA, giving the magazine a fresh, new

Introducing Generation Z The oldest members of Generation Z — those born roughly between 1995 and 2010 — will turn 20 this year. Wondering what those college freshmen and One Direction fans could possibly mean for your business? Consider this: Generation Z represents 25.9 percent of the U.S. population, and as they mature, they’re entering the consumer market with a whopping $44 billion to spend. Like the Millennials before them, Generation Z is made up of true digital natives. They’ve never known a world without mobile devices or the Internet. With worldviews shaped by events like 9/11, Columbine, the war on terror, and one of the most severe economic recessions in history, they have a strong sense of social justice and support philanthropy. So, are you ready to tap into this new customer base? I am. Here are some traits to hone in on when you’re selling to Gen Z.

Three Facts About Generation Z 1. No over-the-top sales pitch for Gen Z. Pushing Gen Z to buy something they don’t want will simply cause them to shift focus. These young consumers have grown up with not just one or two screens, but with upwards of five screens (TV, phone/mobile device, desktop, laptop, and tablet) at their disposal. They’re buried in information and, with an eight-second attention span, they can easily ‘change the channel’ away from a forceful salesperson if they feel pressured.

retailer’s perspective. Generation Z continued on page 50

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

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

Premier Flooring Retailer | Q1 2017

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

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

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

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

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

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

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

For more information on these specialty events and opportunities, visit TISEwest.com 16 Premier Flooring Retailer | Q1 2017

Flooring Sponsor

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

JANUARY 17

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

TUESDAY

10:50 AM

JANUARY 18

TU09: The Art of Specifying Natural Stone

8:00 AM

WE01: Design and Color Trends 2017

8:00 AM

WE04: C3 Principles of Design (for Designers)

wednesDAY

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

10:50 AM

12:20 PM

JANUARY 19

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

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

thursDAY

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

3:30 PM

12:00 PM

3:45 PM

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

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

WE14: Meaningful Color

8:00 AM

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

8:00 AM

TH05: Retailers Forum: Interact, Engage, Motivate

3:45 PM

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

Premier Flooring Retailer | Q1 2017

LEGAL MATTERS

Navigating Claims: It is Not Always the Dealer’s Fault

I Jeffrey W. King

f you sell flooring, you have had customers complain about their floors. Some of the complaints may be legitimate, such as faulty installation or defective products. Some may be buyer’s remorse, while others may be caused by construction conditions, and some may be design deficiencies or specification problems. But the one constant is that you, as the flooring dealer, will be blamed for all of them. Faced with inevitable claims, the flooring dealer should take certain precautions and know its legal obligations and rights in order to protect itself. The precautions start from the first meeting with the customer and continue through the claims process.

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 general 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.

Initial Precautions The key is to anticipate potential problems and document the precautions taken. As a result, any limits or issue with products should be discussed and put in writing. For example, advise your customers of about seaming in Berber carpeting or variations from samples in natural wood or stone products. It is surprising how many consumers believe wood floors will be uniform in color and graining. All on site testing and observations should be documented. For example, take pictures of any moisture meter measurements. The dealer should also take photos of any cracks, mold, loose concrete and other issues as well. Such visual and documented proof will often be dispositive in any dispute. It is also key to document the work done. These will include all emails and discussions, change orders and proposals. It is also recommended that you take picture of the space before, during and after the installation. Such pictures could prove invaluable. One dealer, for example, took picture of the installation of a floating floor. The pictures showed that the proper expansion space was included. When the floors began to buckle, those pictures proved that the issue was not improper installation as originally claimed by the product manufacture’s inspector. Any problems with the materials should also be documented. Obviously, the dealer and installer should immediately contact the supplier, and avoid installing defective products. It is not always possible, however, to delay installation. There may be too long of a delay in receiving replacement products. It is important to document the efforts made to obtain replacement goods and the reasons why the defective product had to be installed. Such documents put the supplier on notice of the issues and provide it with the opportunity to take action to correct the problem.

18 Premier Flooring Retailer | Q1 2017

The key is to anticipate potential problems and document the precautions taken. As a result, any limits or issue with products should be discussed and put in writing. Spell It Out in the Contract Every sale should be in writing and any issues or concerns documented. The agreement should spell out each partyâ&#x20AC;&#x2122;s responsibilities. For example, the agreement should identify who for moisture testing and ensuring the subfloors. It is also important to identify any issues and concerns with the project. To illustrated, it is not uncommon for a customer to insist on installing flooring that may be inappropriate for a particular area or application. For example, a customer may insist on flooring in an area with too much moisture and refuse to pay to correct the product. It is key that the dealer state in the sales agreement or an attachment to the sales order, that the customer has been advised about the issues and possibility that the floor will fail. That, however, may not be enough. Courts have often held the dealer is the expert and should have refused to install inappropriate materials. Absent refusing the job, there is no perfect solution. It is recommended, however, that the dealer state in the agreement that: The customer acknowledges that it has been advised that the flooring it selected is not appropriate for the area or the application demanded. [Identify the issue]. Accordingly, since the customer still insists on installing this flooring, the customer agrees to hold the dealer harmless and will defend and indemnify the dealer for against any claims regarding the flooring installed pursuant to this agreement, including any claims by the customer. The purpose of this provision is to prohibit the customer from filing a claim and, if the court allows such a claim, that the customer will have to pay the legal fees (defend) and any damages awarded (indemnify). While a court may still not allow such a disclaimer, it has a better

chance of being enforced than just a statement that the customer acknowledges the issue.

Legal Obligationsâ&#x20AC;&#x201D;Warranties Every state has implied warranties for all consumer merchandise These include the implied warranties of merchantability (the goods must reasonably conform to an ordinary buyerâ&#x20AC;&#x2122;s expectations) and fitness (goods to fit a specific request). In addition, many state have an implied warranties workmanlike quality for services and of habitability for improvements to homes. These warranties 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 standout. In addition, many state laws limit the ability to waive these implied warranties. Notwithstanding these limits, waivers 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 requirements. Any waiver of 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. 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 LIMITAPremier Flooring Retailer | Q1 2017

TION, 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. 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. In addition, the agreement with the consumer should also 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. 20 Premier Flooring Retailer | Q1 2017

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. Again, it is recommended that the buyer initial or sign this provision acknowledging that it was read. In addition, many products come with express warranties from the manufacturer. The flooring dealer should state in writing that it is passing the manufacturer’s warranty to the consumer and the dealer is not included in that warranty. For a more complete explanation and suggestions on warranties, please see “Waivers of Warranties and Liability: Are They Worth the Paper They’re Written On?” Premier Flooring Retailer (September/October 2014).

Other Legal Obligations In addition, state and local laws may impose obligations. Most states require a license to do construction or home improvement work. These licensing requirements generally prohibit a company from suing if it performed construction or home improvement services without such a license. In a number of states, an unlicensed provider can be required to forfeit all payments. These statutes are often construed very strictly and a simple slipup can result in a substantial loss. It is key that the flooring dealer ensure it or its installers have all the proper licenses. In addition, a state or locality can issue building codes, insurance requirements, and other requirements. Failure to meet these standards can result in liability. It is therefore important to have your legal counsel review your contracts, all state and local requirements, and any waivers of liability.

Once a Claim is Made If a customer does complain or files a claim, the flooring dealer should take immediate action. Obviously, the first step is to simply listen and document the problems. If the flooring was installed by a subcontractor/independent installer, the dealer should contact the installer and advise them of the issue. If the problem appears to be product related, then the dealer should immediately contact the product supplier and manufacturer. If the problem is not easily fixed or there is a possibility of liability, the dealer should also contact it insurance broker or company and report the claim. Failure to report the claim in a reasonable time could cause the insurer to deny a claim. You also need to know what rights you may have. Increasingly, states are enacting “Construction Defect” laws. These protect the dealer from a customer repairing any alleged defect and charging the dealer unless the customer provided the dealer with notice and a chance to repair. These statutes often allow the dealer to inspect and propose how to fix the problem.

Working With Inspectors If the issue cannot be resolved or if the problem is potentially a defective product, a flooring inspector will often be called in to assess the situation and determine the cause

of the claim defects. It is key that the inspector be properly certified and, if required by state or local law, licensed. Generally, the inspector will be certified by the National Institute of Certified Floorcovering Inspector, the American Society of Home Inspectors, Inc., National Wood Flooring Association or similar organizations. If possible, the dealer or its own inspector, should be at the inspection. Often the inspector will request that the dealer or his inspector not be present, but insist and document the requests. This usually is simply saving the emails addressing the request. The dealer generally should not volunteer information. Rather, the dealer is there to observe. If the inspector states anything about the likely cause, document the statement. The dealer can verify the comment by an email. Once the dealer receives the inspection report, it should review it and compare it to the dealer’s assessment and determine whether it is consistent with any statement made by the inspector during the inspection. It is also important to verify that the inspection report was prepared and signed by the person who actually conducted the inspection, and not modified by anyone else. You should have documented the preparation and installation, which may provide proof that the reason cited by an inspector is incorrect. Armed with its own documentation, the dealer should be in a position to bargain for a fair resolution.

Conclusion There is no easy answer to ensuring claims are fairly resolved. The customer often wants new products, the manufacturer usually contends the product is fine and the fault is the installation, and the installer insists the products were properly installed. It is often more practicable to incur some small costs to make the customer happy and avoid disputes. By documenting all concerns and entering into contracts with enforceable waivers, the dealer will be in a better position to resolve the issue with all the parties contributing to the solution. ❚ Notice: The information contained in this article is abridged from legislation, court decisions, and administrative rulings and should not be construed as legal advice or opinion, and is not a substitute for the advice of counsel. Premier Flooring Retailer | Q1 2017

Harris Wood — New for 2017 The Harris Family of Flooring is proud to announce several additions for the coming year which will be featured this year at Surfaces (TISE). Our primary brand, Harris Wood, has some exciting enhancements and our most popular and truly essential collection for any dealer, Harris ONE, is expanding in 2017! With four new fashionable items, ONE is sure to turn some heads. A new species, Vintage Maple, will be added to this line up. The unsurpassed beauty and natural variation of Vintage Maple combined with the stylish, yet timeless, appeal of a smoke colored stain led to the addition of Maple Smokey Grey. A true Vintage Maple Natural will also be added to this line up. Available in a 5" width on a 3⁄ 8" platform, both of these items are a great addition to any space. The true Vintage Maple lends to a traditional feel and the Smokey Stain is perfect for modern interiors. These items provide a unique coloration which will stand the test of time. Our Harris Cork dealers will also have the opportunity to have an exclusive sneak peek at some of our upcoming additions for 2017. Our booth will include a hands on demo area to show the ease of installing our innovative Harris LVC product. Be sure to stop by Booth #2837 to see firsthand all the exciting 2017 changes for the Harris Brand. ❚

Natural Maple from Harris Wood.

22 Premier Flooring Retailer | Q1 2017

Now, speed can be added to the list of attributes with Schönox EPA Rapid Moisture Mitigation System and Migration Barrier Launched just three years ago, Schönox EPA, a moisture mitigation system and migration barrier, gained the attention of flooring professionals across the country. The product efficiently addresses concrete subfloors with challenging moisture issues of up to 100% relative humidity. Now, Schönox has released a new version of Schönox EPA called quite simply, Schönox EPA Rapid. Cutting the drying time in half, Schönox EPA Rapid is ready for floor leveling in two to three hours. Already widely considered an efficient product, Schönox is ready to add rapid to the product’s description, and its name. Schönox EPA Rapid complies with tough South Coast air quality standards, has a low viscosity allowing it to be easily spread, is solvent free, and can be used with interior and exterior areas with high penetration of the substrate.

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

*A true Schönox enthusiast. Not a paid actor.

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

Toll Free: 855.391.2649

www.hpsubfloors.com

HPS North America, Inc. is a TMT America Company

Premier Flooring Retailer | Q1 2017

Five Ways to Increase Your Add-On Sales

y dad used to talk about his ‘nickel and dime theory.’ His theory was that when the customer likes and knows you, you can sell them anything. How come many salespeople stop selling after they make the initial sale? They forget the opportunity in front of them. It’s simple to remember that tile cleaner goes with tile, so why do salespeople forget? Here are some ways to remember the add-ons.

Lisbeth Calandrino An industry veteran, Lis Calandrino has more than 50 years in the flooring industry. She has worked at all levels of the industry, from retail to manufacturing.

1. Know what goes with what When you bought your smart phone you were probably offered a number of things. Beautiful, protective cases, numerous chargers, as well as protection plans. At first you may have been annoyed that they didn’t come for free, and then you were excited about what you needed. None of this would have happened if the salesperson didn’t know what you needed. Imagine how annoyed you would have been if you had left and didn’t have a car charger.

She has served as business coach, trainer and keynote

2. Customers expect you to have all of the answers

speaker. She is also a con-

When you go into a restaurant and order your hamburger, do you expect to have to ask for the ketchup? Shouldn’t the server bring cheese and hot pepper with your pasta? When you’re finished with dinner, the smart server suggests dessert. No matter how full you say you are, dessert and coffee, or an after dinner drink are suggested. The more things you recommend, the more likely the customer is to impulsively agree. It’s a night out, a restaurant, so why not treat yourself? Make it easy for your customer. Have the vacuum cleaner bags, filters and potpourri near the vacuums.

sultant, writer and blogger. Lis provides top notch training in the areas of customer service, sales, change, building competitive advantage, using social media to build your business, creating the customer experience, and building the customer’s “moment of truth.”

3. Explain new ways to use the product When you say the vacuum can also be used on a hard surface, you can ask if the customer has wood floors. If they do, you can also offer a hard cleaner. Increase their purchase value. If the product has considerable value, a warrantee may be in order. In electronic stores, they offer warrantees on ten dollar items. Five Ways continued on page 34

24 Premier Flooring Retailer | Q1 2017

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Ask for Fusion Pro where you buy grout. CustomBuildingProducts.com 800-272-8786

*Fusion Pro will not effloresce, mottle, fade or color shade within the grout joint when installed per manufacturer’s directions. Cured Fusion Pro will not stain when exposed to most common, non-corrosive household goods and cleaning agents. All spills should be immediately cleaned from the grout.

Premier Flooring Retailer | Q1 2017

WFCA University continued from page 10

Need some detailed supplemental education? No problem. The Online University has all you need, with 45 courses covering selling skills, merchandising controls and pricing strategies, budgeting and financial metrics, sales management as

Quick Tips for Getting Better Concrete and Wood Moisture Readings

well as recruiting and paying productive employees. The rich

At Wagner Meters, we’re always working to make your job

content can be paused, replayed, and accessed over and

easier with convenient, reliable, and proven concrete and

over until the concepts are deeply imprinted to memory. The

wood moisture measurement products. Here are a few of

platform even provides certifications and testing at the com-

our quick tips for getting better concrete and wood moisture

pletion of each course.

readings.

The Cost

A quick post-pour tip for speeding up the concrete

The investment in attending the Inside, Outside Sales, and

drying process. When it comes to construction projects,

Sales Management Camps is $1,295 per attendee. The fee for

the time needed for a concrete slab to dry should be a

participating in the Owners Camp is $2,500 per attendee. The

key consideration. If concrete holds excess moisture when

cost to your business of not sending someone to these camps

flooring is applied, an expensive failure can occur, setting

is astronomical!

the entire project back to square one. Drying time ulti-

Unlimited access to the Online University is offered at $99

mately depends on the balance of water and the capillary

per month for ten (10) or less users; and $149 per month for

structures (the natural pathways by which water can move

eleven plus (11+) users. This is less than the cost of one Big

to the slab’s surface) in the concrete.

Mac per day and much better for you.

Dehumidifying is a very effective method to speed up drying, as it encourages the slab’s natural drying process.

Next Step

When the surrounding air is drier, the latent moisture within

To gather more information about this awesome offering, check

the slab is drawn up through the surface more quickly.

out www.wfca-pro.org. To register for the camps or the online university, go to www.bmarkinc.com. ❚

The best way to optimize the drying schedule is to be sure that the ambient environment around the slab is under ideal conditions. Essentially, you need three elements for this

SALES STATISTICS

process to work: heat, auxiliary air blowing across concrete,

• It costs 4 to 10 times more to bring in a new

ture out of the air. The trick is to keep all of these items going

and some kind of dehumidification equipment to pull mois-

customer than to bring an existing customer back

on a regular basis; otherwise, you risk an interruption in the

through direct marketing (MAILWORX).

drying process and a delay to your project.

• Existing customers are more likely to make a purchase (60–70% chance) than a new customer

Did you know that having a clean, dust-free hole to

(20–30% chance).

insert your concrete relative humidity (RH) probe is one

• Existing customers will spend 33% more on average than new customers. • Your existing customers will help you bring in new

of the keys to obtaining an accurate RH reading? That’s why Wagner Meters trusts the Hilti TE-CD Hammer Drill Bit to do the job. What’s great about it is that the bit makes the

customers through word-of-mouth advertising

process simple with a fast and easy one-step drilling and

and endorsements. And word-of-mouth is the

cleaning action. Plus there is no need for spiral blades up

most trusted form of advertising for over 85% of

the side to bring debris to the surface. This convenient tool

consumers.

minimizes snagging or sticking when drilling, and it contains

26 Premier Flooring Retailer | Q1 2017

carbide tips that last longer than other types of drill bits. We think it’s simply the highest quality drill bit for concrete because it saves you time without any cleanup needed. When it comes to selecting the right tool for moisture measurement in wood, people often wonder: how do I choose between a pin or pinless meter? Here’s our take: Pin meters have two metal pins that penetrate the wood’s surface, whereas pinless meters use a sensor pad. The obvious difference is that pinless meters do no harm to wood surfaces. Pin meters only measure the moisture content in the portion of the wood between the two pins, because they measure the flow of electricity between the two pin tips. Whereas pinless meters use a larger sensor pad and emit electromagnetic signals into the wood for extremely quick scanning and moisture measurement. On a pin meter, variability in moisture readings may occur depending on the depth at which the pins are inserted and whether or not they are inserted correctly. Conversely, with pinless meters it is easy to obtain consistent, accurate readings due to standard fixed reading depths from ¼" to ¾" below the wood surface. Pin breakage can also be a concern with pinless meters, particularly with long pins, which necessitates keeping a backup supply on hand. Pinless meters rarely break during regular use. It’s important to remember, no matter which style of meter you use, to keep your meter properly calibrated to ensure accurate readings. And always be sure to follow the manufacturer’s instructions for the best outcome. Coming to the SURFACES trade show in January? Meet Wagner Meters at booth #5315! ❚

The Wagner MMC220 pinless sensor. The Hilti TE-CD Hammer Drill Bit.

Premier Flooring Retailer | Q1 2017

AMERICAN HICKORY SERIES 28 Premier Flooring Retailer | Q1 2017

SUEDE

LEATHER

AMERICAN HICKORY SERIES

NATURAL

The American Hickory Collection is a beautiful, rustic species available in three rich hues and offered in 4 3/4 inch wide planks. The natural grains and colors of this species create a warm and cozy setting in any environment. American Hickory is manufactured to the highest standards using an eco-friendly Treffert ® finish with aluminum oxide. As with all Choice Hardwoods’, American Hickory comes with a lifetime structural warranty and a 25-year finish warranty. FEATURES • Artisan Hand-Scraped • High Density Fiber Core

• Valinge 2G Locking System • 7 Coats Eco-friendly Urethane Finish with Aluminum Oxide • 25 Year Residential Finish Warranty

3 4

Plank Fixed Width

7 Size

Coats Treffert Finish

Year Finish Warranty

/ ” x 4 3/ 4” x Random Length

7 16

Construction Engineered with HDF Core Joint Type Valinge 2G Locking Syste Species North American Hickory Janka 1820

• Eco-Friendly Treffert ®

PLEASE VISIT OUR WEBSITE FOR MORE INFORMATION AND ADDITIONAL HARDWOOD SERIES!

800.872.8426 | www.HEALTHIERCHOICE.com

Premier Flooring Retailer | Q1 2017

A Division of Healthier Choice Flooring

DESIGN SNAPSHOT

Luxury Vinyl Floors = Extraordinary Solutions!

“S Annette Calliari Annette Callari is an interior design expert with over

olution products for interiors” has become a significant trend for the future. This prognosis was validated by Color Marketing Group International, which I participated in last November 2016. Aesthetics still reign supreme, but function has closed the gap considerably. Design clients, both residential and commercial, have extremely high expectations, and the products they choose for flooring need to look authentic in every way — as well as to outperform their natural counterpart. Woods, stones, textile facsimiles, even concrete created from luxury vinyl, have met those expectations. According to a recent report by Floor Covering Weekly, LVT is responsible for significant growth in the floor covering industry domestically:

20 years of residential and commercial design experience. An allied member of the American Society of Interior Designers and a Chair Holder of the Color

One very positive trend in the U.S. is increased investments in domestic manufacturing, and the flooring industry is at the heart of this development. The last couple of years have seen massive investments in upgrading facilities and building new ones. That includes new carpet tile and broadloom mills, new hardwood facilities, new ceramic plants, and most of all, new LVT facilities.

Marketing Group International, she is the Southern California commercial sales specialist for Karndean Design Flooring.

With that in mind, established manufacturers have been joined by a myriad of newcomers, and that increased competition contributes to improve product design and manufacturing processes. The result is an exceptional level of design, propelling LVT into the number one growth category among flooring materials.

From Karndean — above: VGW71T Reclaimed Maple; at right: VGW101T Salvaged Redwood.

30 Premier Flooring Retailer | Q1 2017

...The resilient category was up 11.6% last year, with market share going from 10.8% in 2014 to 11.6% in 2015. Growth for 2016 is expected to reach or exceed 12%. Imports accounted for 56% of total resilient sales… but with so much domestic LVT capacity currently coming online, it should make for a dynamic category over the next few years. Let’s talk about the design directions for the LVT category. First of all, look for more introductions featuring exotic wood species. With diminishing (and protected) forests less available from which to harvest exotic hardwoods, LVT will fill the demand with replications that capture exotic species admirably. Floor Folio has an entire collection devoted to the Exotics. 14 styles come in a standard 3mm thickness with a 22mil wear layer.. Also a restricted and endangered exotic species is Ebony wood, indigenous only to Madagascar. Karndean

DesignFlooring captured this incredible species in their Ebony VGW89T. 48" × 7" planks come with a 20 mil wear layer. Approved for use in high traffic areas commercially, it will over-perform in residential applications. Metroflor’s Metroflor’s Konecto division brought several alternatives to the endangered Rosewood species. Their Rosewood floating floor system (Product ID 6516) is a rich 48" × 6" Rosewood plank protected by an aluminum oxide finish. Since natural rosewood is high on the endangered list, this is a welcome, and much needed alternative for residential use.. Next on the radar for important LVT trends: Paintinfused wood looks. This is a visionary trend that was on the radar two years ago. Now, it is bursting onto the floor covering scene in full color. A very impressive new introduction comes from Shaw as part of their Vertical Layers collection. “Unveil” has a mystique to it. Offered in a full range of subtle gray tones, it is then brought sharply into focus with eight unexpected vivid colors that allow the

Features & Benefits of Luxury Vinyl Tile Flooring Luxury Vinyl Tile Flooring Features

Luxury Vinyl Tile Flooring Benefits

Incredibly realistic photo replication of natural materials (photogravure process)

The look and feel of nature’s best materials at a lower cost are a reality of Luxury Vinyl Tile flooring manufacturing

Brands that offer 100% vinyl material

Vinyl flooring satisfies Green building standards and earns LEED points in commercial applications.

Inherent safety features

Meets requirements of commercial flammability codes, slip resistant requirements…and a menu of other safety codes

Ease of maintenance

Simple damp mopping with a low pH cleaner is the recommended cleaning procedure for LVT floors

Excellent selection of sizes, shapes

The size options vary by manufacturer, but many styles are available in 12 × 12", 18 × 18", 12 × 24" sizes, and planks in standard (3 × 36" 4.5 × 36") and extra-large widths (7 or 9" widths)

Naturally water resistant

LVT floors are inherently water resistant (and fairly impervious to wet spills from above). It’s important to install over flat, dry, approved substrates so that no water seepage occurs beneath the floor

Scratch, stain, dent and scuff resistant

Specialized wear layers (most common are 20 mil; some offer up to a 40 mil layer). The floors are coated with urethane to enhance durability

Cost Savings

LVT offers consumers the richness of natural woods or stones at a fraction of the cost

From a “solution product” standpoint, here is a simple chart to highlight the functional aspects of LVT:

Premier Flooring Retailer | Q1 2017

Just as important as color is to design, texture and more texture is the key to accomplishing interiors that are interesting. wood grain to come through! Red, orange, purple, bluegreen, cobalt and moss green round out the palette. This LVT is a design building block, created to coordinate with the gray tones in their line. But Shaw took this one step further, as you can mix “Unveil” LVT with their “Vertical Layers” carpet tile! The LVT collection according to Shaw brings to life “elements of time; traces of texture.” Very impressive. Just as important as color is to design, texture and more texture is the key to accomplishing interiors that are interesting. So why would flooring be exempt from this layering of textures trend? It’s not. LVT has embraced this trend in both wood and tile-look formats. For wood planks, think vintage, reclaimed, weathered and limed looks that capture the essence of how time affects natural woods. Notable collections from several manufacturers come to mind. Karndean Design Flooring claimed this trend as relevant and

From Karndean — VGW96T Burnished Cypress.

32 Premier Flooring Retailer | Q1 2017

refreshed its Van Gogh collection to include Aged Redwood, Reclaimed Maple, Lime Washed Cypress, Salvaged Redwood, and Burnished Cypress, to name just a few. The high character of each style reflects the layered aspects of the woods. The whole point behind the trend is to bring a story to your luxury vinyl wood, infusing each plank with a timeworn history. One last important LVT direction is replicating beautiful textiles into vinyl tile formats. The random sizes of LVT add to the strong appeal. Look for linen, chenille, sisal, and other high-profile textiles to make their way into LVT collections. The subtle warp/weft linear designs are easy to live with and bring added interest to the floor. There you have the latest in the ongoing story of LVT. Stay focused on new introductions as 2017 progresses. You are bound to be surprised at just what can be created in the expanding realm of luxury vinyl floors. ❚

From Karndean — VGW89T Ebony.

Annette Calliari

DESIGN SNAPSHOT

Color Marketing Group Elects 2017 Color of the Year

t’s that time of the year. Be prepared for an onslaught of companies announcing their choice for the 2017 “Color of the Year”. I have just returned from the Color Marketing Group International summit meeting, and as a specifier and a designer, the CMG announcement is the one most meaningful. This premier color forecasting group is a non-profit organization. The members are North American color professionals from a cross-section of industries, including fashion, interior design, automotive, consumer goods, graphic design and many more. CMG’s goal is to provide a vehicle (via local ChromaZone workshops) for color professionals to contribute their local research and future vision as to the direction of color. The result is a collaborative color forecast focused on color, and only color. With that in mind, the 2017 key color presented by CMG is called Thrive — a robust, yellow-infused green, born from

new growth in nature. As we move towards the next decade, Thrive represents more than just nature. It defines a symbol for growth, strength and endurance. As humans, we are striving to achieve a balance between our driving work ethic and taking time to nurture our spirit. This new color is purposely balanced between light and dark, subtle and strong. It represents a healthy living style: Healthy eating, healthy choices, maintaining our physical energy. The balance inherent in Thrive earned it the honor of being CMG’s key color for 2017 and beyond. Expect it to be embraced in home design, commercial design, fashion, and graphic design. Special effects will be added to enhance the color, including metallic, high-gloss and understated matte finishes. ❚ Images courtesy Color Marketing Group; www.colormarketing.org

Premier Flooring Retailer | Q1 2017

Five Ways continued from page 24

Be just as excited as the customer Excitement helps consumers buy more. The longer the salesperson spends with the customer, the better they get to know them. Once you understand the customer, it’s easier for you to offer items that are “so them.” According to a survey by CreditCards.com, 50 percent of women and 47 percent of men — not to mention, an impressive 69 percent of 18-to-29-yearolds — have made impulse purchases just because they were ‘excited.’

Karndean LooseLay Longboard is the premier floating floor for busy homes

arndean Designflooring, world leader in luxury vinyl tile (LVT) flooring, has introduced the latest addition to its innovative and award-winning

LooseLay collection — Karndean LooseLay Longboard. Held in place by Karndean’s K-Wave friction-grip backing and minimal adhesive, this collection is the company’s fastest and easiest to install product to date. Comprised of 12 new woods in a 59-inch length, LooseLay Longboard planks are the longest in the floating floor market, and feature sophisticated, on-trend designs with colorways ranging from pale blondes to warm grays, to deep charcoals, inspired by authentic American, European and Australian woods. Visuals aside, LooseLay Longboard is the premier floating floor for busy homes. While all Karndean floors are waterproof, kid and pet friendly, and backed by a lifetime residential warranty, the LooseLay Longboard collec-

Don’t forget to ask.

tion has acoustic properties to reduce noise transfer to rooms below. It

The most important thing is to remember to ask. If you don’t remember to remind the customer about the dessert, it’s likely they won’t order it. Your job is to remind them how great the desserts are so they will become appealing. They can only say no. ❚

is soft and quiet underfoot, making it the perfect addition to a playroom, bedroom, or basement. This product is ideal for rental homes or in areas prone to flooding, as these planks can easily be lifted to reposition, dry, or move to another location, and can be installed in environments with RH levels up to 95 percent. The only subfloor preparation necessary is that the floor be flat, dry and clear of debris. Finished with Karndean’s K-Guard+ surface protection system, LooseLay Longboard has a hygienic and durable finish that will protect the floor from life’s daily messes for years to come. ❚

1 K-Wave Grip Backing

DOES SALES TRAINING MATTER?

Our K-Wave grip backing creates a strong bond to the subfloor using a combination of weight and friction.

5 K-Guard+ Surface Protection

When it is done right, a sales person

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

who goes through training and participates in a skills practice will think, “This sounds like something that happened to me last week. I wish we had the training earlier.” This exercise was right on track. Hopefully next week they will say, “That role play last

4 2

Clear PVC Embossed Wear Layer

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

Protects the floor's design from wear and tear.

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

week helped me handle the situation much better?”

34 Premier Flooring Retailer | Q1 2017

Karndean LooseLay is an innovative format of luxury vinyl flooring that’s quick and easy to install with the look and feel of Karndean’s Designflooring range

Karndean LooseLay

Longboard

French Grey Oak LLP308

Lifetime warranty

Waterproof

Kid friendly

Pet friendly

Extra large planks

Acoustic qualities

Comfortable underfoot

Individually replaceable

Low maintenance

Karndean LooseLay Longboard is our fastest and easiest to install floor, combining our longest plank with our proven K-Wave friction-grip backing. View this product at Surfaces 2017 in booth 2546. 888-266-4343 | info@karndean.com | www.karndean.com/longboard Premier Flooring Retailer | Q1

2017

SHOWIN’ OUR STUFF

IVC US Continues to Continues to LeadIVC theUS Way in Luxury LeadVinyl the Way in Luxury Vinyl Tile & Plank (LVT) Tile & Plank (LVT)

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

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

3 Key Benefits of LVT from IVC US Made in the USA. Consumer reports continue to show that given the choice, consumers prefer to purchase American-made products. That’s because Made in the USA still 36 Premier Flooring Retailer | Q1 2017

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

INNOVATIVE BEAUTY They say beauty is in the eye of the beholder… Behold: Moduleo® luxury vinyl planks by IVC US. With cutting-edge designs, rich, vibrant colors and show-stopping visuals that not only look but feel real to the touch and are all showcased on the industry’s most eye-catching LVT display unit. Visit www.getivcdisplays.com to learn more about becoming an IVC Displaying dealer. Premier Flooring Retailer | Q1 2017

AtEarthWerks® EarthWerks® genuinely believe At we we genuinely believe some someLVT, offer WeWe arehave LVT™. offer butLVT, We arebut LVT™. over We have over of 3 decades of experience three decades experience providing providingstyle, excellent style,availability service and excellent service and you availability you can trust. Luxury Vinyl can trust. Luxury Vinyl Tile and Plank has Tile and Plank has been the fastest been the fastest growing flooring category, growing flooring category, due to its due to its beautiful designs, diverse funcbeautiful designs, diverse functionality tionality and affordability. With so many and affordability. With so many options, options, it is important a trusted it is important to selecttoa select trusted brand brand that can provide you peace of mind. that can provide you peace of mind. With With our proven track record,EarthWerks® EarthWerks® our proven track record, truly truly stands standsthe thetest testofoftime. time. EarthWerks® offers of the the indusindusEarthWerks® offers one one of try’s largest largest collections of proprietary try’s proprietary designs –—everything from youryour triedtried and designs everything from true products, as well as unique and trendand true products, as well as unique and setting designs and colors. It’s aIt’s distinct trend-setting designs and colors. a discustomer advantage and a difference tinct customer advantage and a difference you can see. Our designs are inspired by you can see. Our designs are inspired by nature, an attention to detail that captures nature, an attention to detail that captures the essence of nature’s beauty. Sold in over the essence of nature’s beauty. Sold in over 60 countries, we seek upcoming trends to 60 countries, we seek upcoming trends to provide innovative design and technology provide innovative design and technolin LVT. Our factories use production ogy in LVT. factories use production methods andOur technology advancements methods and technology advancements that continuously meet the highest global that continuously meetattention the highest global standards. The acute to quality comes fromThe ouracute family’s involvement at standards. attention to quality comes from our family’s involvement 22

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

38 Premier Flooring Retailer | Q1 2017

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

A WAT E R PROOF FLOO R K E E PS E V E RYO N E OU T OF TH E DOGH OUSE . E A RT H W E R K S WAT E R P R O O F CO R E . ®

No need to hit the roof every time something hits the floor. You can count on EarthWerks . Don’t let its beautiful looks fool you, it’s as tough as nails. Kids, pets and the clumsy have met their match. EarthWerks quality, performance and support have made us the brand that’s never watered down. ®

For information regarding our ex tensive line of sustainable vinyl flooring, please call 80 0 -275 -7943 or visit us online at w w w.ear thwerks.com A PRODUCT OF SWIFF-TRAIN

/ Visit us at Surfaces, Booth 1757 Premier Flooring Retailer | Q1 2017

COREtec® SALES TIPS Top 5 features of COREtec® ■ COREtec® is The Original. Patented under US Patent #1,956,233 ■ Waterproof, kidproof, petproof ■ Fast and easy to install without acclimation: little or no subfloor prep ■ Dimensionally stable — will not expand or contract ■ Adds warmth to the floor, resists subfloor and mildew and reduces noise!

COREtec® One — Alpine Ash

COREtec Plus® HD — Espresso Contempo Oak

COREtec Plus® 5" — Gold Coast Acacia

COREtec Plus® Wide Tile — Antique Marble

COREtec Plus® Design — Divergence Oak

COREtec Plus® 7" — Alabaster Oak

40 Premier Flooring Retailer | Q1 2017

...because sometimes they bring the outdoors indoors.

rfa

ce s

C O R E t e c P l u s ®H D i s a p r o d u c t o f

Waterproof 100% Kidproof USFloors, Inc. u s Petproof floorsllc.com

find out more at usfloorsllc.com

FLOORS

Premier Flooring Retailer | Q1 2017 Flooring 41 Unique and Sustainable

Novalis Innovative Flooring offers the “Complete Package of LVT” for 2017

n addition to its popular Casa and Lyndon LVT collections for residential flooring, Novalis features exciting new Main Street styles with its Abberly and Davidson lines, as well as its NovaCore collection for the growing WPC category of LVT.

Turning Main Street into a profit center for dealers Through its NovaFloor brand, Novalis has cre-

Bringing “High Performance Core” technology to the WPC category

ated the complete Main Street LVT program

Through its license with Unilin and USFloors,

for the retailer. Abberly brings a hip, art deco

Novalis developed its NovaCore collection with

look for hospitality and retail environments with

its exclusive HPC (High Performance Core) for

its bold ornamental patterns and complement-

maximum waterproof durability. This rigid core

ing concrete looks.

allows NovaCore to be installed quickly and

Want style and sophistication? The Davidson

securely with the NovaClic Fd system over less

collection is the decor answer for professional

than ideal subfloor conditions for successful,

offices, shops and lobbies by combining the

beautiful results. For 2017, NovaCore will also

looks of distressed concretes, refined walnuts

be available in X-Large 9" × 60" planks. Nova-

and European white oaks.

Core has a 10-Year Light Commercial Warranty,

Added to these collections is Birkdale — an array of X-Large planks, X-Large tiles and pre-packaged multi-width planks. All three collections are showroom-ready with the Nova-

Limited Lifetime Warranty and CeramGlaz durable urethane coating. Learn more about these and the Novalis products when you visit NovaFloor.us. ❚

lis sidecar merchandising system that’s both space-efficient and eye-catching for an unbeatable Main Street profit center.

42 Premier Flooring Retailer | Q1 2017

Top left: NovaFloor Davidson Main Street LVT; below left: NovaFloor Abberly Main Street LVT; below: NovaCore HPC LVT.

Get all the styling, all the quality, all the variety, all the merchandising support, and all the installation choices when you carry NovaFloorÂŽ by Novalis Innovative Flooring. Visit us at the Novalis/Longust Booth 726 at TISE West or online at NovaFloor.us Novalis Innovative Flooring #ThePlaceForLVT

Premier Flooring Retailer | Q1 2017

Pentz Commercial Flooring Solutions, the new Main Street brand introduced by Engineered Floors Engineered Floors continues to capture the attention of dealers with its continued growth and product innovation … a sure sign this 7-year old flooring manufacturer is on a leadership track. Consider the following: Continued expansion of its SAM plant — a 2.5-million-square-foot facility that will be the largest single-site carpet mill in the world. In fact, Engineered Floors has four plants, having grown from 500 to over 3,000 employees since it was founded in just 2009. New for Engineered Floor’s Dream Weaver brand in 2017 is “Your Retreat,” a simple, yet elegant residential display system that will offer all the attributes and benefits of its PureColor nylon fiber system, featuring Cationic technology and Lifetime Pet Warranty. Your Retreat’s extensive pallet offers a balance of colors from cool grays to natural earth tones, ultimately giving your customer the widest selection of color Dream Weaver has ever offered. Learn more at DWCarpet.com. Also, consider the company’s continuing track record of product innovation. In 2017, Engineered Floors is introducing a Lifetime Pet Stain Warranty on select products, FlexBac that’s “a better backing system” and a totally new Main Street collection branded Pentz Commercial Flooring Solutions. Positioned as a “bold new day” for Main Street, Pentz promises maximum performance, warranties and features, all with competitive pricing. Pentz initial roll out of: Essentials and Formation (modular) and Prismatic (modular and broadloom). All are made of Encore SD Ultima Nylon with Nexus Backing and are available via the company’s QuickShip program. Dealers can add Pentz to their showrooms with a stylish, eye-catching display system in 2017 that not only holds sample deck boards, but conveniently stores the collection’s system of architect folders for easy access. Engineered Floors will be adding more Pentz styles in the coming weeks and months. Learn more at PentzCommercialSolutions.com. ❚

44 Premier Flooring Retailer | Q1 2017

The Pentz Commercial Flooring Solutions display system will offer the style, design, quality and affordability our customers have come to expect from Engineered Floors.

CA RP E T F O R LI FE

VI SIT US AT TI S E W ES T B O O TH 17 0 9 OR DWC AR P E T.C OM Premier Flooring Retailer | Q1 2017

New for 2017 Lexmark knows floorsâ&#x20AC;&#x201D;and we also know customers. Our newest offerings combine fresh, original Lexmark patterns with the hues and shades consumers most prefer in their homes: from elegant to eclectic, from naturally understated to the ornate, these innovative additions to our Tailored and Living collections will bring in customers and bring you even more opportunities for growth.

Milano-Granite

Serene-Sand Dunes

Noble-Haylo 46 Premier Flooring Retailer | Q1 2017

Striation-Driftscape

Monarch-Sand Dunes

Come explore our latest products and resources in Booth #1227 at Surfaces â&#x20AC;&#x201D; and discover what Lexmark has waiting for you AND your customers in the new year!

Solitaire-Cashmere Premier Flooring Retailer | Q1 2017

48 Premier Flooring Retailer | Q1 2017

Premier Flooring Retailer | Q1 2017

The Next GIG

My Flooring Warranty Question — My Flooring Warranty is one of the most effective tools against the Big Box store I’ve seen. However, the recently completed WFCA Benchmark survey exposed some challenges for today’s independent flooring retailer. What’s happening here and how can My Flooring Warranty (MFW) help? JM — Most retailers must understand 3 things: 1. The average consumer is more informed about flooring choices than ever before.

John Mapes Director of Development My Flooring Warranty North America

2. The consumer’s impression of the Big Box store is that they’re cheaper, and the experience is nearly as good as an actual flooring store. 3. But, the consumer is rapidly changing into a “relationship based” buyer. Referrals build trust faster than any advertising campaign and are more relevant and valued than ever before. Here’s the scary part; when surveyed by Benchmark, consumers rated their experience within a 1% difference from the big box experience. That’s NOT GOOD… You have to become so much more than a just a floor coverings merchant — you have to be a design consultant, fiber specialist, life-style adviser and SHOW that you care about them post installation. This is where the Big Box store is helpless against you. If you can do this effectively it will become your saving grace… That’s where MFW comes in.

Question — But with marketing dollars so tight these day how can an independent possibly compete with the Big Box and their national ad budgets? JM — Good question, but you’re asking the wrong question; why do retailers spend 99% of their marketing budget to capture a new customer with an enticement of a reduced price on a sale product, while spending virtually nothing maintaining relationship with past customers who they’ve already paid for? The best answer is commit some revenue to maintain past customers in a relevant, informational and meaningful way. MFW operates over an 8-year period with a completed cost of less than $4.00 per consumer. If your average residential sale is no larger than $1000 then our program costs you .004% of gross revenue. Most retailers report now it’s less then .00152% of gross… MFW crosses all surface types and product lines. There’s just no excuse anymore. If you feel that a current customer isn’t worth $4 after the paid purchase, then it’s time to think about doing something else. Beautiful showrooms, charm and salesmanship just aren’t enough anymore. ❚

50 Premier Flooring Retailer | Q1 2017

MFW ad for PFR magazine.pdf

11/2/16

12:02 PM

Premier Flooring Retailer | Q1 2017

Which Software Program Best Maximizes Efficiency for Retailers? For the past year, we have been implementing the Measure Mobile application enabled with a service we call Mobile Order Entry — or MOE — for RFMS clients. The Measure Mobile app provides a mobile solution for sales professionals, estimators and sales managers alike: ■ Sales professionals can use the Measure Mobile app to look up product pricing and availability from the showroom floor, and even give their clients a proposal document subject to measure before they or their client leave the showroom floor. With MOE enabled, they can use the same app to create a quote in RFMS, then later update that quote with updated product quantities and additional line items, once they have used the app to draw the floor plan and estimate these quantities. While still in the home, they can present the updated proposal document to their client, collect a signature and even accept payment. This information all flows back into RFMS via MOE. ■ If dedicated estimators are employed by a retailer, they can use the Measure Mobile app to receive project assignments from the sales staff or management. The estimator will use the app to supply a floor plan, notes and possibly even photos of the condition of the jobsite. ■ Sales managers benefit from the transparency created by the Measure Mobile application. They are able to see in real time which projects are being worked on and by whom. The use of customizable checklists tied to RFMS

52 Premier Flooring Retailer | Q1 2017

products and services enables them to control or promote the add-ons and services that are quoted on each project.

How does this program differ from others in the market? There is no other app on the market that offers a complete solution for sales professionals, estimators and managers. The ability to measure, document, estimate, sell and process an order all within one mobile application makes this a truly unique product.

Does this program have any limitations? The Measure Mobile application was primarily designed with the above workflow in mind. It’s designed for a sales professional who is responsible for the Measuring and Estimating process as part of their typical project workflow. As an increasing number of sales professionals have used the Measure Mobile application in 2016, many simply want an app to quickly and simply process sales of materials only. We’ve responded to this need by developing RFMS Mobile Order Entry, a sister application to Measure Mobile. This mobile application provides real-time access to RFMS quotes, orders, products and customers. Its purpose is to allow sales professionals to quickly create quotes and orders in RFMS, without the additional Measure project features such as the Drawing and Checklist screens. During the first quarter of 2017 we expect to see additional features. Our goal is to unlock the most useful features of RFMS Order Entry on the desktop and bring them to the RFMS Mobile Order Entry application. A subscription to Mobile Order Entry currently brings our clients the benefits of both applications. Measure Mobile remains the robust estimating and selling tool that it is, but soon our clients will have a second choice in RFMS Mobile Order Entry, a streamlined tool for RFMS Order Entry. ❚

Visit us at Surfaces Booth #2337

Premier Flooring Retailer | Q1 2017

Generation Z continued from page 14

2. Technology? A Gen Z dependency like no other! In fact, one study found that 79 percent of teenagers experience anxiety when separated from their phones. This dependency isn’t just emotional. With the advent of M-learning, mobile technology is influencing how Generation Z learns as well. So the time couldn’t be better for the independent flooring retailer to fully embrace digital technology and all that is has to offer. Retailers should seek out ways to tie technology into a young customer’s purchase, be it an app, online resource, or via the product itself.

RollMaster Software: Who We Are and What We Do

ver the many years RollMaster has been in business, our team has continually developed

a real time, Fully Integrated Flooring Business Management Software that does more and goes further into flooring business automation than any other flooring program on the market today. It was developed by

3. Entrepreneurship — it’s what Gen Z is all about. Research suggests that 61 percent of U.S. high school students — all of whom fall into Generation Z — would rather be entrepreneurs than employees. As sales professionals we should look for ways to tap into this defining generational characteristic. Selling a product that promises independence or has a philanthropic tie? Make sure to highlight these benefits to your Gen Z customers. Before we know it, Gen Z WILL be our customers, so it’s time to prepare and set our businesses up to welcome them with open arms. ❚

flooring professionals who know what it takes to be successful in this industry and how to take a job, from the moment you connect with a customer, all the way through to financial reporting and analysis of job costs. We’ve even addressed all the different nuances of the various types of business our flooring clients conduct within our software, such as Property Management and Commercial, and even better, we’re continually developing the system in order to keep on top of evolving technology. RollMaster clients vary in size from small, single

Pushing Gen Z to buy something they don’t want will simply cause them to shift focus.

location retailers, to multi-location, and even multicompany operations spanning several states. We are a fit for any flooring company that wants to take control of their business and become empowered to operate more efficiently with the insight gained from automating every aspect of their flooring operation. RollMaster can be delivered via our Cloud-based platform or via onsite installed server(s). Both allow anytime/anywhere access to your business data from any internet connected computer or laptop. RollMaster also provides onsite or internet-based training, regional workshops, complete documentation, and ongoing support from our team of industry professionals. Contact: info@rmaster.com / www.Rmaster.com / 866-822-4904. ❚

54 Premier Flooring Retailer | Q1 2017

The

RollMaster Solution! Business Management Software

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

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

VISIT US AT TISE 2017 BOOTH #: 3921 info@rmaster.com | Ph: 866-822-4904 | www.rmaster.com Premier Flooring Retailer | Q1 2017

Features are what the customer pays for, benefits are what she expects. Inexperienced sales people present them all at once and only confuse the customer. From: Red Hot Customer Service! 35 Sizzling ways to Heat up Your Business and Ignite Your Sales by Lisbeth Calandrino

WHY IS YOUR CLOSE RATE DROPPING? There are a number of reasons why your close rate might drop. You may have hired the wrong person, or had a staffing change.

savings4members™ WFCA has partnered with savings4members to offer discounted programs as part of their WFCA membership. savings4members™ helps WFCA members save time and money on the products and services they use every day like, credit card processing, wireless services, payroll processing, office supplies, fuel, shipping and more! The Proof is in the Savings! Each vendor partner is carefully selected and rigorously negotiated, for unmatched value. The average WFCA member business can save $14,685 annually. The program that offers the greatest potential savings for WFCA members is with Ignite Payments for credit card processing. • 100% of the statements analyzed for WFCA members have resulted in a savings. • The average annual savings realized is $5,014. • Members receive an interchange plus pricing model (the only model that benefits the merchant)

About savings4members™ savings4members is a division of CCA Global Partners, the nation’s largest floor covering cooperative. For over 30 years we have partnered with various cooperatives, associations and franchises to represent over 1,000,000 independent businesses. With a combined buying power of $300 billion, we leverage our size and scale to navigate national vendor partners. Our team of Savings Consultants cares about one thing, arming independent business owners with the tools to drive costs down and increase profitability.

You might be carrying the wrong product, or have an issue competing with other stores in your region. Maybe you’ve had a bad online review that you don’t know about yet, but is a concern to your connected customers. Maybe your customers are only using your store to shop for products they intend to buy

Ignite Payments is an established leader in the industry and provides unbeatable value by: • Saving clients over $5 million in processing fees in the last 12 months. • Managing over $1 billion in annual credit card receipts. • Maintaining a single digit attrition rate while being the #1 acquirer. Ignite Payments is just one of over 25 savings4members™ trusted vendor partners. Call 844.346.3746 to speak with a Savings Consultant or email info@savings4members.com. To get an analysis completed by Ignite Payments contact Gretchen Rauch at 866.460.2113 ext 100 or email a most recent statement to grauch@ ignitepaymentsaip.com.

online.

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Build profits with QFLOORS QFloors is designed to help flooring dealers save overhead costs and streamline and organize their businesses, QFloors ERP software manages inventory, sales, customers, leads, accounting, billing, reports, job costing, taxes, checkbook, etc. QFloors is the most user-friendly flooring software available. It includes the best fcB2B features in the industry, lead tracking (CRM), instant stock check, promotional pricing, labor cost tracking, advanced customized reporting options, automatic commission calculations, and more. Can be used on PC’s, Mac’s, iPads, smartphones, tablets, and notebook computers. Efficiently designed to help businesses involved in retail flooring, new construction, commercial, multi-family housing, and distribution. Exceptional technical support. Stop by our booth (#4863) to learn about our exclusive TISE show specials, and to demo QPro POS+, our newest cutting-edge cloud software. ❚

OUR CUSTOMER BASE IS EXPLODING. There are multiple reasons why we’re the fastest growing flooring software in the industry. Contact us today to see why so many companies are choosing QFloors. And why so many who do, see their own business success increase dramatically.

(801) 563-0140 www.qfloors.com sales@qfloors.com

QF_PFR_HalfPgHz_Bunnies_Ad_Dec2016.indd 1

12/8/16 10:53 PM

Premier Flooring Retailer | Q1 2017

CUTTING EDGE STRATEGIES

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

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

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

POWERFUL CONTACT MANAGEMENT IN MINUTES PER MONTH Follow Your Customer Inc. is the First Email Marketing and Customer Engagement System for the Flooring Industry Enhance your sales process with the Follow Your Customer system. In only 15 minutes per month, you can: •

Choose from a huge library of profesionally written and designed content

•

Easily stay in touch with every one of your past, present and future customers

•

Create personalized, multi-media campaigns with practically no effort

•

Make sure your customers remember your name for years to come

•

Handle hundreds or thousands of customers for one, low monthly fee 1-877-FOLLOW2, 1-877-365-5692 https://wwwlfollowyourcustomer.com video: www.followyourcustomer.com/video

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

THE BEST WAY TO INCREASE YOUR EMAIL DATA BASE IS TO ASK! The success to getting a customer’s email is not only remembering to ask but how you ask. • • •

Be confident and matter-of-fact Make it part of the sale process Don’t apologize for asking

HERE ARE SOME EASY WAYS TO ASK: • • • • •

“What is the best email address for me to use to confirm your sale?” After the sale, ask the customer for their email address so you can follow up. “I would like to send you specials and design tips, which email would be best?” “I would like to send you a tip sheet on how to take care of your flooring; if you’ll give me your email address, it will get sent out to you.” “I would like to include you in our private sale, I just need to know which email address you would want me to send it to.”

Remember the basic secret to getting a customer’s email address is to ASK. If that doesn’t work, ASK again.

Premier Flooring Retailer | Q1 2017

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

59 93

Leah Gross

CENTER STAGE

WFCA Retailer Spotlight Shines on Coles Fine Flooring Steve Coles (president) and Lauren Coles (sales and thirdgeneration family member.

aving been in the flooring business for nearly seven decades, Steve Coles of Coles Fine Flooring, based in San Diego, California, knows a thing or two about running a successful company. With six stores located throughout the San Diego metro area, Coles has become a beloved Southern California institution with a huge following of satisfied customers! “Our company is comprised of a leadership team and sales force that represents a broad spectrum of the market,” said Steve Coles, Owner. “We appeal to everyone at every age and with our long heritage, we have multiple generations of customers from the same families shopping at our stores. We opened our doors in 1947 and since that time, Coles has been known for its solid foundation of excellent customer service and business acumen - two things at the core of every successful company!.”

Happy Customers = Success Customer service is the number one priority at Coles. The company staffs a full-service customer support desk seven-days a week for all clients — current and past — to use as needed for questions, advice, issues and information. In addition to manufacturer warranties on products they sell, Coles offers their own unique — One Year Satisfaction Guarantee. Their “no questions asked” policy states that if a client is not happy with their new floor for any reason within the first year, Coles will replace the floor.

The carpet showroom at the Santee store.

The Santee store grand opening. Coles has four retail locations and two locations on regional military bases to serve the military community

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Julio has been installing for Coles since the 1950s!

Another investment on the top of the company’s list of priorities is their workforce — or their “team” as they refer to them. Attention to Detail

Investing In Your Team

To further the customer service experience, Coles designs their showrooms to incorporate a warm and unique atmosphere by showcasing furniture and accessories with flooring displays to create the look of a furnished home. The sales floor is further segmented by flooring type, with each display area showcasing installation motifs of the newest flooring products positioned alongside other complimentary flooring samples ranging from carpet to tile.

Another investment on the top of the company’s list of priorities is their workforce — or their “team” as they refer to them. In order to maintain current product knowledge, Coles hosts meetings with all associates every week featuring a different manufacturer representative. These get-togethers give staff the opportunity to ask questions face-to-face and fully understand the newest products and technological updates. Coles’ dedication to their staff is testament to their staff’s commitment to them. Many of the sales, administration and installation staff at Coles have been with the company for 15 to 45 years!

Keep ’em Coming Back! Customer retention is an important part of Coles’ business strategy. After all, according to Steve Coles, “Our best method for attracting new customers is and always has been word of mouth referrals.” Standard procedure at Coles includes post-installation follow-up calls to every customer to ensure that they are completely satisfied. Following every installation thank you cards are sent by the sales representative, helping to further maintain the ever important personal relationship with the customer. The company further extends their connection to their customer through online communications and social media connections.

Maintaining the Relationship Coles keep themselves top of mind with customers and new business leads through strategic investments in advertising across all media, including television, radio, newspaper, direct mail, as well as online. Coles maintains a dynamic website, and is active on social media with geofencing, e-blasts, and online banner ads.

Paying It Forward and Community Involvement As a family run company, Coles’ owner, Steve, recognizes the importance of giving back to the community that has been so faithful to his company. “Coles is very involved in the San Diego community, both in a volunteering capacity as well as supporting charitable causes,” said Coles. “We are a primary sponsor of the Humane Society and we regularly host adoption events along with our partner Stainmaster™ at our store locations.” ❚

Coles’ sales team and support staff at the Santee store.

Premier Flooring Retailer | Q1 2017

Robert Blochinger, Blochinger & Company Certified Flooring Forensic Service, Boca Raton, FL

Floor-Fitting

Installation as a profit center

oday’s merchandise dealer should consider all the products and services they sell as a profit center. That is, the main product line; the additional sundry products that go with it; and, of course, the labor. As with any position within the business, there is the vetting system to hire good, competent people to further the businesses’ profitability. The front office and showroom are basically a ‘no brainer’ in choosing the right person; but when it comes to the back of the house, all bets seem to be off. The hospitality industry has proven a good balance of rear support personnel for the front line service personnel, and the result is a successful restaurant or hotel. The flooring industry is not any different, until it comes to installation labor. As the retail store chooses staff, the back of the house personnel, manufacturing, shipping, sales force and administration are chosen based upon training, education, experience and a positive personality. Then comes the final act of the product: installation, which often does not receive the same level of consideration. At times, however, it is considered a necessary evil. Why is that? The first steps in choosing good installation labor is an interview with each person and a review of their resume. Each candidate’s experience, training, certifications, references and appearance are considered. The interviewer also looks for a personality that complements your staff and fit with the store’s goals and expectations. After all, your installation crews will leave the final impression that affects your store’s reputation! The installer is at times the furniture mover, no matter how complicated or exquisite in nature, as well as the collection agent. Why? They are neither. During the sales presentation, after the product has been narrowed to a few selections, sundry items such as trim, transitions, underlayment, and seams should also be discussed. Point out that the quality of the product should dictate the higher quality of installation, (such as pattern, weave and density), not the price level. Pricing is not a tool to justify; instead the phrase “investment and appearance” should be kept in mind.

Your sales staff should present installation labor as a positive action that will complete the consumer’s shopping experience.

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There is profit in installation, and at a reasonable markup rate, as long as your installer has the qualification to perform in a professional mannerâ&#x20AC;Ś Just as the quality of the underlayment will enhance the performance of the product, (carpet, laminate, LVT); the experience, training, education and certification of the Installer must be a consideration. Installation is the final act in closing the sale. There is profit in installation, and at a reasonable markup rate, as long as your Installer has the qualifications to perform in a professional manner; just like the person selling the product. Your sales staff should present installation labor as a positive action that will complete the consumerâ&#x20AC;&#x2122;s shopping experience. By doing so, they will be more likely to return, buy again and refer your store to others as well. To start your search, contact the CFI (certified flooring installer group), INSTALL, (UBC group, Union), local flooring distributor, and your local sundry supplier who sells products to the Installer. They know people who have a good personality, appearance, history of quality products they purchase, and pays their bills on time. Perhaps contact your local flooring association as well. When the person being considered is interviewed, (be sure to ask if they are familiar with the CRI 104/105 manual), is not totally trained and experienced, but has the personality and attitude that fits with your company format, you can always progress their training. â?&#x161;

Premier Flooring Retailer | Q1 2017

Waterproof and Barrier Free The HYDRO BAN® Shower System products provide a single source for your entire tile or stone shower installation including barrier free showers. In order to properly execute these installations without the benefit of a traditional curb placed at the shower entry; the use of high tech installation materials and drains need to be implemented. The best installation methods utilize a complete waterproof connection between the waterproofing membrane and the drain placed at the surface of the tile installation — which minimizes the height of the overall installation. Therefore, there is no need for the full bulky 1¼" to 2" (31mm to 50mm) thick mortar bed and curb that is required in traditional shower pan installations. These methods allow water to shed right at the surface through an integrated bonding flange type drain system or a linear drain with a bonding flange or lip, which receives the waterproofing membrane. The slope in the shower assembly can be started from a much lower profile while still maintaining a 1/4” per foot (6mm per 300mm) slope. These assemblies provide a dramatic improvement when compared to the traditional bulky thick bed mortar installation systems. ANSI A118.10 compliant waterproofing membranes (e.g. LATICRETE® HYDRO BAN and LATICRETE HYDRO BAN Sheet Membrane) integrate into both drain types to ensure a complete waterproof system. When using a complete installation system from a single manufacturer source, an extended comprehensive systems warranty can apply. The HYDRO BAN Shower System products; Drains, PreSloped Shower Pans, Performed Seats, Benches, Shelves, Niches and liquid or sheet applied HYDRO BAN Waterproofing Membrane that are designed for use with LATICRETE installation materials. Backed by a comprehensive system warranty, the HYDRO BAN Shower System allows for a high quality rapid shower installation from standard to barrier free. ❚

64 Premier Flooring Retailer | Q1 2017

HYDRO BAN Shower System ®

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

Available in brushed and polished

Pre-Sloped Shower Pans

Preformed Shower Accessories

LIFETIME* Warranty Snap for more information.

Linear and Square Drains

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

www.laticrete.com

1.800.243.4788

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