3 minute read
Installation is Your Best Investment to Improve Your Profit Center
Lisabeth Calandrino, Flooring Specialist and Associate Publisher, Fabulous Floors Magazine
There are many articles on flooring installers, posts on social media about unhappy customers, and photos of their creative talents. There are few articles on what goes into good networking and their ability to get along with customers. As a previous retailer, I always looked for personable installers that would work with me as equals.
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As a previous retailer, all things being equal, the installers I gave the most work to were competent and easy to get along with. They made good business partners, and I was happy to reciprocate; they shared their contacts with me or told me when a customer needed new flooring. In turn, I could get them more work. I think we should all strive for this type of relationship.
I’ve always disliked the word ‘installer ‘and referred to installers as ‘craftsmen.’ The process is called ‘installation,’’ but a ‘craftsperson accomplishes it.’ I would also suggest we call what we do ‘custom installation.’ There is no such thing as a ‘one size fits all’ installation; it is all ‘custom work,’ and to maximize our brand with customers, we should refer to what we do as ‘custom installation.’
I decided to reach out to Roland Thompson, CFI Level II Master Installer, and discussed my ideas with him.
1. You must know your trade well and market your accomplishments.
Roland spends time connecting in online flooring groups and posts regularly on Facebook, Instagram, and Twitter. It’s essential to get known and to know other people. Roland continues to connect with manufacturers, buying groups, and hone his skills. He has taken numerous courses and continues to reach out to people he has worked for. Yes, it takes time, but social media is the key to getting known and meeting people these days.
2. Roland spent considerable time talking about ‘kindness.’
“Being kind to people pays off, says Roland; it’s a small world, and I’m always networking. I am continually learning and reaching out to people I can help and hope they will help me. It’s all about sharing.”
3. Be likable; it builds trust, and once you’re trustworthy, work will come your way.
It takes time to build trust and one minute to lose it!
4. Don’t take anything personally.
These days we are all nervous about what’s to come and are always protecting ourselves. Wearing a mask, carrying shoe covers, and looking neat is undoubtedly a plus. You can discuss mask-wearing when you’re with the customer. Installation is hard work, and it isn’t easy to breathe while working.
5. Never forget the people you meet.
Most of us meet hundreds of people yearly; how many of them do you stay in touch with? I always find out about their professions and what they like most about their jobs. I ask if I can put them in my database so that I can send them my blogs. Most people are delighted to get something useful for free, especially if you tell them you think they would enjoy it or the information would be helpful.
6. Often we forget to market ourselves or feel uncomfortable showcasing our accomplishments.
We all should get over this! People want to know who you are, what you do, and how you do it. This is especially true if what you’re doing will benefit me! Please take photos of your installations and feature them on your social media pages or YouTube.
Without installation, our products have no personality; I’ve always believed that installation is the most crucial part of our business. ❚
Looking for new ideas for your business? Lisbeth Calandrino has been promoting the independent retailer for over twenty years. For more information about Calandrino, check out her website, lisbethcalandrino.com. or connect with her directly, Lcalandrino@nycap.rr.com.
