Getting Back to Business

Page 1

D igit al 2 | 2020

The official magazine of the World Floor Covering Association

Premier FLOORING RETAILER

Getting Back to Business Technology Tools Tips Trends


Exclusive Membership Voucher Program. Discounts from our Partners The WFCA 2020 Voucher Program provides our members with exclusive discounts and offers from our industry partners, including: Rollmaster, Flooring Success Sytems, Risk Strategies, Lignomat, Metroflor, Phenix, Q-Floors, RFMS, and Inspect Solutions. See https://wfca.org/membership-vouchers to take advantage of your membership and download your vouchers today! Be sure to check our site often as we continue adding more partners to this program.

ADD THE POWER OF PODIUM TO YOUR WFCA MEMBERSHIP

Whether it’s winning more leads, earning repeat customers, or simply doing more as a team, Podium powers every local business interaction in a modern, convenient way. See https://wfca.org/page/podium for more information.

WFCA Members Receive an Exclusive Discount!

Make sure your voice is heard. Visit wfca.org or call 855.330.1183 to become a member today for FREE.


The official magazine of the World Floor Covering Association

Premier FLOORING RETAILER Digital 2 | 2020

4

Achieving success is challenging in the best of times. Scott Humphrey, CEO, WFCA

8

Grants for Workers with Catastrophic Medical Needs. Andrea Holland, Floor Covering Industry Foundation

10

How Effective is Your Safety Program? Stacy Eickhoff, SVP, Risk Strategies Company

12

The Big Reveal — New Floors Add, on Average, $22,500 to the Price of a Home

16

Five Things to Do Before Reopening Your Business. Charles Stiles, Business Evaluation Services

20

To sell DIY or not? Don Roberts, Flooring Retailer, WFCA Board Director

Karndean LVT Kaleidoscope Range Casablanca SP219

22

RFCI Introduces Industry-Wide Standards fro Rigid Core LVT Quality: ASSURED CERTIFIED

26

Mechanic’s Liens — Little Mistakes, Big Problems. Jeffrey W. King, Outside General Counsel for the WFCA

32

Are You Overlooking Hidden Profit Centers?

38

How to Become an Essential Business: Sell HandiRamps

42

New Product Intros from Pentz Commercial an Engineered Floors Brand

44

Convenience from the Customer’s Perspective Tom Jennings, Retail Training Expert

46

Sometimes Better is Best: Introducing Engage Inception — Flooring from Metroflor

52

Karndean Design Flooring 2020

56

Corona Colors, trendy colors : How the pandemic will affect colors in the home Jeanette Chasworth, The Color Whisperer

58

Some Projects Stay with You — Newspaper Office and Production Facility Converted to Hospital in Days — Schőnox HPS North America

62

Building Customer Rapport in the Age of Social Distancing Lis Calandrino

64

Credit Card Scam Targets Flooring Dealers Chad Ogden, QFloors President/CEO

68

Free tools from Measure Square for Flooring Retailers

70

The Simple Way to Test Your Concrete Subfloor Moisture Condition Jason Spangler, Wagner Meters’ Flooring Division Manager

74

RFMS — Virtual Estimating and Accounting Services

80

The National Tile Contractors Association — How Do I Get Involved?

90

NWFA Launches Online Professional Development Platform

92

Proper management of your installation department — RollMaster

Premier Flooring Retailer | Digital 2 2020

1


WE’RE ALL IN THIS TOGETHER As publisher of Premier Flooring Retailer Magazine, as well as an independent flooring retailer, I realize there are matters we all face that simply cannot be covered in a single issue. I reached out to both Floor Covering Weekly and ProInstaller Magazine so the PFR readership could have more accessibility to industry information. We all agreed to collaborate, and you will find pages inside that will take you to those magazines for more information. Amy Rush-Imber, Editor in Chief, FCW stated: “I think right now, the leaders in the industry — WFCA/PFR, FCW — need to emphasize their shared purpose. At FCW, our mission is straightforward — to serve the specialty floor covering retailer. And while we continue to challenge ourselves to create new platforms, new ways of engaging, partnering with one and other for the industry’s common good is pretty powerful stuff!” Jeff Golden and Dan Lipman, Co-publishers, ProInstaller stated: “The flooring contractor and installer, the core audiences of ProInstaller stand together with specialty retailers to complete the sale of residential and commercial flooring products during these unusual times. The goal of the well-trained, successful installer is a happy and satisfied customer that will provide referrals. ProInstaller offers tips and guidance on subfloor preparation, moisture testing and other required steps for successful job completion of all specified products.” We’re all in this together, building relationships by collaboration, partnerships and joint ventures. ❚

Premier Flooring Retailer Magazine — the official publication of the World Floor Covering Association is moving forward with another enhanced digital edition. Continuing to provide education during the COVID-19 PANDEMIC We have entered a time where social distancing is restraining physical interaction. Before the Covid-19 Pandemic, we were already heading down the “Digital Highway.” While digital editions are nothing new, we have had to think beyond the dated print replica to deliver more responsive, interactive experiences. Digital interactive publications have many advantages that are becoming part of the new NORMAL. Today’s environment has required us to rethink the publication model and, even more importantly, retrain our audiences. ●D igital editions allow us to give more exposure to our manufacturers with links to training, video about products or installation, testimonials and more. ●R educed advertising rates We invite you to explore the new opportunities of your brand carried on an enhanced digital platform.

The official magazine of the World Floor Covering Association

Premier FLOORING RETAILER A Special “Thank You” to all the manufacturers and their marketing departments who provided outstanding editorial to make this publication a success. Publishing Staff Margo Rodgers Locust, Publisher Karen George, Managing Editor Stan Michelson, Communications Director Toelke Associates/Ron Toelke, Creative Director

This Issue’s Guest Columnists Don Roberts, Jeanette Chasworth, Wren Kitchens Contributing Writers John Gregory, Frederik Langston, Chad Ogden, Jason Spangler

WFCA Scott Humphrey, Chief Executive Officer Freida Staten, VP of Marketing, Communications and Member Relations Steve Abernathy, Chief Financial Officer Kay Wiley, Executive Assistant to the CEO Contributing Columnists Lisbeth Calandrino, Lewis Davis, Scott Humphrey, Tom Jennings, Jeffrey King, Stacy Eickhoff

Editorial and Advertising Offices: Fabulous Floors Magazine, LLC Phone: 678-761-5002

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

Email: Margo@pfrmag.net

Email: wfca@wfca.org

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

2 Premier Flooring Retailer | Digital 2 2020

Premier Flooring Retailer is a joint initiative of the World Floor Covering Association and Fabulous Floors Magazine, LLC. Copyright© FABULOUS FLOORS

MAGAZINE and WFCA 2020. 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 and digital by Fabulous Floors Magazine, LLC located at 741 Main Street, Andrews, NC 28901 and the World Floor Covering Association located at 855 Abutment Road, Suite 1, Dalton, GA 30721. Postmaster: Please send address changes to WFCA, 855 Abutment Road, Suite 1, Dalton, GA 30721.


Click here to see latest issue

Premier Flooring Retailer | Digital 2 2020

3


TAKING THE LEAD

Achieving success is challenging in the best of times.

I

Scott Humphrey CEO, WFCA

n the midst of a pandemic, forced shutdowns, protests, and riots, success can seem impossible. Though past economic slowdowns were obviously different, they do provide a potential roadmap to survival and success. For instance, how is it that during past economic down cycles one retailer grows while another struggles to protect its market share? During the Great Recession of 2006–2010, I met with a couple of executives from a major manufacturer. As I lamented the times we were suffering through, one of them stopped me and said, “Scott, we are aware of what is being said about the economy and the slowdown, but our CEO informed us last week that our company has made a strategic decision not to take part in the recession.” I was blown away. What a phenomenal mindset! By the way, that company weathered the storm better than most. I am convinced a big part of their success was the decision on the part of their leadership to refuse to buy into the doom and gloom. With that in mind, here are some things you can do to best prepare for success in these uncertain times.

1. Pay attention to your key alliances. Are you aligned with partners who have the tools to equip you for success? People who are serious about their health will often hire a personal trainer. They have determined that the best way to improve their physical condition is to look outside of themselves. Why is it that business professionals who seem driven to succeed often go it alone? Millions of dollars have been invested by partners in our industry to provide resources for your success. Many of you are members of Manufacturing or Buying Groups. If you are like most, you have never taken the time to fully understand all that is available to you. It has been said that “the best time to plant a tree was 20 years ago. The next best time is now!” Take advantage of the time you have to understand what tools and resources you have at your disposal and remember that the WFCA exists to “ensure the success and profitability of professional flooring dealers and to represent your common interest.” Take the time to understand all that your WFCA membership offers.

Though past economic slowdowns were obviously different, they do provide a potential roadmap to survival and success. For instance, how is it that during past economic down cycles one retailer grows while another struggles to protect its market share? 4 Premier Flooring Retailer | Digital 2 2020


Surround yourself with achievers, those who swim against the tide, those with past proven success, those willing to question the status quo, those who are content but never satisfied, those who exude optimism. 2. Don’t shy away from calculated risk

4. Invest in your people

You have likely heard me say, “What got you there will not keep you there.” The business environment is obviously changing. If you want to succeed, you must change too. Many will hunker down, and some will close their doors in the face of uncertainty. When others are doing nothing, success comes by simply being a doer. The great motivator Zig Ziglar was prone to say that competition is fierce the first 40 hours of the week. It drops off dramatically at hour 41. It is really quite simple. If you want the same level of success as your competition, do what they do. If you desire more, you must be willing to do more.

The Market is almost impossible to read these days. People are motivated by fear and/or the desire for quick fortunes. Amid the uncertainty, the most secure investment you will ever make is in your people. Your employees are a direct reflection of your business – not only at work but in every interaction throughout the community. Consumers naturally build loyalty to people before product. What if what you needed to succeed was readily available to you, and you just couldn’t see it. The book Into Thin Air, by Jon Krakauer, is about the hazards that plagued climbers in their quest to reach the peak of Mt. Everest in the Spring of 1996. The attempt to reach the summit resulted in a great loss of life. One of those who died was Andy Harris, one of the expedition leaders. Harris had stayed at the peak too long. On his descent, he was in dire need of oxygen. He radioed the base camp and told them that he had come upon a cache of oxygen canisters left by other climbers, but that they were all empty. The climbers who had passed by the canisters on their descent knew that they were full and pleaded with Andy to use them but to no avail. Already starved for oxygen, Harris continued to argue that the canisters were empty. His problem was that the lack of what he so desperately needed (oxygen) so disoriented his mind that though he was surrounded by an abundant supply, he continued to complain of its absence. I am convinced that what you need to survive and thrive is right around you. It is available in your strategic alliances and enhanced through your relationships. Choose to focus on what is possible and set your sights on success. The WFCA is readily available with countless resources to help you achieve your goals! ❚

3. Surround yourself with Winners! I am blessed to be a part of a weekly call with successful retailers from around the country. I have learned more about the state of our industry from their perspective than I ever could from trade publications and my experience alone. One of the remarkable things about this weekly call is its positivity. In the midst of all of the uncertainty of Covid-19, these leaders chose to focus on what was working and what they could do to prepare for the coming economic resurgence. Surround yourself with achievers, those who swim against the tide, those with past proven success, those willing to question the status quo, those who are content but never satisfied, those who exude optimism. You are a byproduct of the relationships you have developed over the years. Make sure those closest to you propel you forward.

What if what you needed to succeed was readily available to you, and you just couldn’t see it. Premier Flooring Retailer | Digital 2 2020

5


One United Voice. Your Membership Matters. As a member, you are an important part of a unified voice focused on addressing the issues affecting our entire industry. You have access to a suite of resources designed to enhance your business, cut costs, and increase profits.

Research

Education

Member Benefits

Philanthropy

Advocacy The World Floor Covering Association exists to ensure the success and profitability of professional floor covering dealers and to protect their common interests.

Technology

Make sure your voice is heard. Visit wfca.org or call 855.330.1183 to become a member today for FREE.

6 Premier Flooring Retailer | Digital 2 2020


Coronavirus Response Resource Center wfca.org/covid19-updates

WFCA is Working with our Partners at Lobbyit.com to Provide Our Industry with the Most Up-To-Date Information. We have compiled an ever-growing body of resources as well as industry-specific interpretations of ongoing legislation on our website. Lobbyit is nationally recognized and critically acclaimed for their groundbreaking business model and with their help, we’ve secured WFCA’s place among DC’s legislators. Lobbyit has been on top of all of the issues surrounding the COVID-19 crisis. This relationship has allowed us to produce unique resources to help our members and the industry navigate these challenging times, including: • Understanding PPP Loans

• Cash Flow Relief in Coronavirus Response Act

• Protecting Your Business During Civil Unrest

• FAQs for COVID-19 Insurance Coverage

• Fraud During the Coronavirus

• Q&A’s about Coronavirus and the Impact of Legislation on Business

• Business Interruption Insurance & Coronavirus • Understanding SBA Crisis Loans

• Liability Waivers to Protect Against COVID-19 Claims

Visit the WFCA Covid-19 Resource Center to access all of the pressing documents and the Q&A from Lobbyit and WFCA’s Legal Counsel, Jeff King. Our ability to continue to push for the legislative action that supports our industry relies on the power of our collective voice. Your membership has never been more important.

Primary Membership is Now Free. Visit wfca.org and join today.

Premier Flooring Retailer | Digital 2 2020

7


IT’S YOUR UP

FCIF Grants for Workers with Catastrophic Medical Needs

S

ince 1981, the Floor Covering Industry Foundation (FCIF) has been assisting flooring workers who are faced with catastrophic illnesses, life-altering injuries, and severe dis-

abilities. Last year, FCIF helped 73 families across the United States by providing grants for medical expenses and basic needs such as housing, transportation, and food. Behind every grant, is a story of a real person who is fighting one of the hardest battles of their life. Meet Andrea Holland, a 20-year veteran of the floor covering industry, who began working for Mohawk Industries as a cone sorter as a teenager. Several years later, she expanded her skill set and earned an Associate of Business Administration degree from Floyd College in Rome, GA. She had several positions over the years in various accounting and payroll depart-

Andrea Holland

ments. Her last position was in the Waste Management and Cost Accounting department. Unfortunately, in December of 2016, Ms. Holland was diagnosed with multiple illnesses including an immune disorder that left her susceptible to infections and Postherpetic Neuralgia, which affects nerve fibers and causes pain and numbness. Her health obstacles became more than she could overcome and rendered her disabled and unable to work. Because of her loss of income, medical bills, and everyday expenses started to pile up. This caused her financial stress, but luckily a home healthcare nurse connected her with the Floor Covering Industry Foundation. The Foundation was able to help with her medical bills and rent payments. Ms. Holland shared, “The grant has been an answered prayer. The grant has helped me buy my prescriptions, make my trips to the doctor, and have my infusions every two weeks.” The Floor Covering Industry Foundation is funded by manufacturers, retailers, distributors, industry associations, trade media, and suppliers from across the floor covering industry. To make a tax-deductible donation or apply for a financial assistance grant, visit fcif.org. ❚

Meet Andrea Holland, a 20-year veteran of the floor covering industry, who began working for Mohawk Industries as a cone sorter as a teenager. Several years later, she expanded her skill set and earned an Associate of Business Administration degree from Floyd College in Rome, GA.

8 Premier Flooring Retailer | Digital 2 2020


Need more than a hug? If you are ba�ling a catastrophic illness, injury or disability and have been a floor covering employee for 5+ years, check out the Floor Covering Industry Founda�on’s financial assistance program at

FCIF.ORG

Premier Flooring Retailer | Digital 2 2020

9


FLOOR ED

How Effective is Your Safety Program?

T

By Stacy Eickhoff Stacy Eickhoff is senior vice president for Risk Strategies Company. She has worked in the insurance industry over 25 years with a focus on property and casualty within the floor covering and construction industries. Ms. Eickhoff

he law requires that employers provide a safe workplace for their employees and now more than ever, it is important to review and update your company’s policy and procedures with regard to safety. The Occupational Health and Safety Administration is the federal organization that oversees workers’ health and safety. Several states have adopted their plans that work in conjunction with the federal standards. These state-specific plans are often more restrictive, therefore we urge you to become familiar with the laws and requirements in the states where you conduct business. Currently, twenty-four states require a safety plan or programs such as an Accident Prevention Plan (AAP) or an Injury and Illness Prevention Plan (IIPP). Currently, five states mandate a safety plan for all employers no matter the number of employees size. These include California, Minnesota, Montana, Nebraska, and Washington. Other states have requirements based on a minimum employee count, type of industry, employer experience, and/or for those that self-insure. Whether or not a plan is mandated, it is a good business practice to have a safety plan in place. Establishing a culture of safety takes time, but pays dividends in the long run. Over time an active safety plan can prevent and reduce the severity of injuries which ultimately increases productivity and reduces workers’ compensation costs. Title 8 of the California Code of Regulations requires all employers to have an Injury and Illness Prevention Plan that includes these ten elements.

holds licenses in over 40 states. Risk Strategies Company is the endorsed provider for the World Floor Covering Association.

1. 2. 3. 4. 5.

Responsibility Compliance Communication Hazard Assessment Accident/Exposure Investigation

6. Hazard Correction 7. Training and Instruction 8. Record keeping 9. Training and Instruction 10. Record keeping

The Occupational Health and Safety Administration is the federal organization that oversees workers’ health and safety. Several states have adopted their plans that work in conjunction with the federal standards.

10 Premier Flooring Retailer | Digital 2 2020


Due to the recent COVID-19 epidemic additional workplace safety guidelines have been enacted both for retail establishments and for those workers that work offsite at customer’s locations. California regulations aside, these Ten Essentials are important for every APP/IIPP. All plans must be tailored to not only your industry but to your operation. Your plan must identify those hazards specific to your business. Additional safety programs addressing those hazards should be identified in your program, for example, a Hazard Communications program should

Your current insurance broker or insurance carrier may have resources available. The federal OSHA site has a variety of tools including sample plans and tools for small businesses.

be in place if you use solvents, adhesives or hazardous

https://www.osha.gov/smallbusiness

chemicals in your business; a Lock/Out tag out program for businesses that use electrical or powered equipment, and a Forklift Safety/Training program for businesses that use lift trucks. These are just a few examples that may apply to a floor covering retailer. Due to the recent COVID-19 epidemic additional workplace safety guidelines have been enacted both for retail establishments and for those workers that work offsite at customer’s locations. It is important that your safety program includes these components. Updating your existing plan is critical. You may want to consider adding a pandemic response plan or other similar safety program as part of your APP/IIPR

How Effective is Your Safety Program?

The following states administer their enforcement and consultation programs. If you are located in these states we recommend you visit your state-specific site. Alaska, Arizona, California, Hawaii, Indiana, Iowa, Kentucky, Michigan, Minnesota, Nevada, New Hampshire, New Mexico, North Carolina, Oregon, Puerto Rico, Rhode Island, South Carolina, Tennessee, Utah, Virginia, Washington, and Wyoming. Should you have any questions or need additional assistance, we at Risk Strategies are available to help https://www.risk-strategies.com . ❚

Premier Flooring Retailer | Digital 2 2020

11


SHOWIN’ OUR STUFF

The Big Reveal Home improvements that could add $147,000 to the value of the home ● A new report by Wren Kitchens has revealed the home improvements that add the most value to the overall price of a home ● A new kitchen is the most desired feature of a property, with homebuyers willing to increase their offers by more than 5% of the property’s market value ● New floors increase the property’s market value by 4.57%

New floors add, on average, $22,500 to the price of the home.

Owning a house can be one of the most rewarding milestones any American can achieve. However, with the average age of first-time homeowners increasing to 47*, when they finally get their foot in the door they will want to make sure their home earns as much money as possible. A new report released by Wren Kitchens has revealed the home upgrades that can be made that can increase the value of the home by an incredible $147,000**. The report surveyed 2,000 US homeowners and renters to reveal how much homebuyers would increase their offer by based on different home upgrades.

12 Premier Flooring Retailer | Digital 2 2020


A new kitchen is the most desired home upgrade The report by Wren Kitchens reveals that a new kitchen is the most desired feature, with homebuyers increasing their offer by more than 5% on average if the property hosts a modern cooking area. These percentages were then compared to Zillow house price data to reveal the true net cost of home upgrades taking into account reductions for outdated features. The top features, along with the percentage increase they add to the value of a home can be seen below: Upgrade/home feature

% increase on the value of a home

Net increase based on the average cost of American real estate

New kitchen 5.17% $24,000 New bathroom

4.78%Â

$23,200

New heating system

4.75% $11,900

New electrics

4.63% $22,600

New carpets/floors

4.57% $22,500

Double-glazed windows

4.46% $11,200

Plenty of parking

4.37% $11,000

Attic conversion

4.22% $10,600

Garden makeover 4.09% $10,300Â

Full information can be seen at https://www.wrenkitchens.com/us/

Sources: * h ttps://www.bloomberg.com/news/articles/2019-11-08/young-homebuyers- vanish-from-u-s-as-median-purchasingage-jumps ** The average home value taken from Zillow was then divided by the percentage increase found via the Wren Kitchens survey.

The report by Wren Kitchens reveals that new flooring increases the value of a home on average by 4.57%, or $22,500. Click here to see how this breaks down regionally around the country.

Premier Flooring Retailer | Digital 2 2020

13


In 2020, for the first time the business will expand internationally and open its first showroom in Milford, Connecticut, which will be crowned America’s biggest kitchen showroom at 31,464 sq. ft. About Wren Kitchens Wren Kitchens is Europe’s number one kitchen retail specialist. Launched in 2009, Wren Kitchens is a family business, and it manufactures its UK kitchens in its three manufacturing and assembling facilities. It has 92 showrooms in the UK and delivers fully built cabinets, with doors, drawers and wirework pre-installed and delivered by Wren’s award-winning fleet of trucks. In 2020, for the first time the business will expand internationally and open its first showroom in Milford, Connecticut, which will be crowned America’s biggest kitchen showroom at 31,464 sq. ft. Throughout 2020 Wren will continue to expand its network of inspirational showrooms across the Northeast, as well as open its first US manufacturing facility in Pennsylvania. It will create a significant number of jobs mainly in manufacturing and retail, as well as various support roles such as customer services and HR. For all vacancy inquiries please visit www.wrencareers.com. ❚

14 Premier Flooring Retailer | Digital 2 2020


Floor Covering Weekly is the industry’s leading news and information resource, delivering the most up-to-date content aimed at helping the specialty flooring retailer thrive in today’s challenging and competitive market. •

$75

VOL. 69

|

NO. 16

JULY 27, 2020

C O V E R I N G

W E E K L Y

HOME PROJECTS & THE PANDEMIC Harvard’s Kermit Baker reports that consumer households are ready for improvements. Read all about it on page 3.

STATISTICAL

THE

THE INDUSTRY’S BUSINESS NEWS & INFORMATION RESOURCE

F L O O R

REPORT

2019

U.S. FLOOR COVERING SALES: $27.62 BILLION (IN MANUFACTURERS’ DOLLARS)

UP +1.1% FROM 2018

41.0% CARPET & AREA RUGS $11.32 BILLION

14.1% CERAMIC

17.4% LVT

FLOOR & WALL TILE

$4.80 BILLION

$3.89 BILLION

13.0% HARDWOOD

STONE

$3.58 BILLION

$1.53 BILLION

5.5%

4.8% VINYL SHEET

LAMINATE

$1.32 BILLION

$898 MILLION

3.2% 1.0%

OTHER RESILIENT $282 MILLION

__ is available now ______________________________________ The annual Statistical Report in print and digital formats. Providing in-depth research and comprehensive analysis of the industry’s sales and marketing, it is relied upon across all market sectors from specialty retailers to manufacturers.

Subscribe to FCWtoday at FCW1.com Premier Flooring Retailer | Digital 2 2020

15


FLOOR ED

Five Things to Do Before Reopening Your Business

F

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

irst and foremost, businesses must follow all CDC guidelines to ensure a safe environment for employees and customers. Once you’ve taken these extra measures and are ready to open, it’s important for brands to think about how to recoup for lost revenue and business during this time. An optimized local SEO and reputation management strategy can give consumers the confidence to visit your business. We know COVID-19 has impacted millions of businesses across the country. It’s been a stressful time for brands trying to protect the health of their employees and customers as well as their brand reputation. We’ve made it easier for your brand to respond to coronavirus related reviews with the following tips.

1. Update Your Listings One of the first and most important steps you should take in the reopening process is to update all of your listings. Failing to take this step can cause customers to think your business is still temporarily closed or has limited hours. Through Google My Business and across every business directory, you can update critical business information such as business hours, contact information, temporary hours, services, and more to keep customers informed. Many directories have released multiple COVID-19 local search features to help businesses keep customers informed with the latest news:

16 Premier Flooring Retailer | Digital 2 2020


Google My Business ●C OVID-19 Google Posts — Google Posts are a great way to address your business reopening and alert consumers of changes to business operations. COVID-19 Google Posts will appear at the top of your business profile, making it more visible for consumers to access when they find your listing.

Attributes ●R etail and Restaurant Brands — Let consumers know if they’re offering curbside pickup, takeout, in-store pickup, delivery, no-contact delivery, or in-store shopping with these featured attributes. ●T emporary Closures — Businesses who were temporarily closed and will now reopen need to make sure this feature is updated. If you have reduced your hours, the special hours feature can be used in place to reflect these changes.

2. Refine Your Buy Online, Pick Up In Store Strategy (BOPIS) Many customers won’t be ready to come into your store yet, so it’s important to refine your BOPIS strategy to attract purchase ready consumers. This is the perfect opportunity to get creative with your BOPIS strategy by offering services such as facetime shopping or creative self-care kits. Optimizing your brand’s omnichannel strategy through a refined BOPIS strategy will remain imperative in attracting customers. Many customers won’t be ready to come into your store yet, or if they are, will likely expect contactless payment options and services. Retail brands must adjust to these new consumer behaviors by placing BOPIS at the forefront of their omnichannel strategy. This is the perfect opportunity to get creative with your BOPIS strategy by offering services such as facetime shopping or creative self-care kits. We’ve included a BOPIS-friendly checklist with strategies your brand can implement to maximize business revenue.

Yelp ●C OVID-19 Advisory Alert — Businesses can use Yelp’s COVID-19 Advisory Alert to communicate that your business has now opened. This feature can also be used as a communication banner to update customers on take-out or delivery options, hours of operation, and extra precautions being taken. ● Virtual Service Offerings — From virtual classes, consultations, and tours, you can showcase all the different ways your business will remain available online in addition to in-store.

Bing ●C OVID-19 Info Links — Reach potential customers with Bing’s COVID-19 features, which can help your businesses alert consumers about special announcements, GoFundMe campaigns, and special hours.

●R etail To Go — The term “Retail to Go” is a recently coined term that encompasses services such as “click-and-collect”, “drive-up”, and “pickup”. These omnichannel services will enable consumers to safely and efficiently purchase products from your business. ●D ark Stores — When the rapid outbreak of COVID-19 occurred, grocery stores felt the effects immediately. It became extremely difficult for grocery brands to keep items in stock, so many businesses turned to dark stores as an omnichannel solution. Dark stores are similar to mini-warehouses that serve as supermarkets – but only for delivery and pickup orders. This omnichannel strategy can help retailers prepare for online orders and pickups seamlessly.

Premier Flooring Retailer | Digital 2 2020

17


3. Share the News on Social Media Strict guidelines for re-opening has made it hard to know which businesses are open or not. If your business is reopening, announce the great news to loyal fans who have been waiting on social media! Your business should ramp up its communication efforts by publishing frequent posts across your social platforms leading up to reopening, and the first few weeks once your business has opened. Consumers are spending more time on social media and will appreciate the relevant updates from your brand. Here are some great ways to generate enthusiasm among customers with your reopening:

It’s essential for your business to show consumers what steps you’re taking to keep them safe during this time period. While businesses are reopening, the fear of COVID19 among customers still remains.

●C reate social media contests where one lucky winner can receive free swag or a discount. ●P artner with other local businesses who are reopening and encourage them to visit both businesses on social media. ●O ffer your customers rewards for every new customer they refer through social media. ● S et up digital gift cards on Facebook. Your social media channels should also exist as a platform for customer service, so consumers know they can receive a quick response from you when they need it. Tools like Chatmeter’s Social Suite can help brands stay up-to-date with all the latest customer comments and interactions on social media. Leveraging social media platforms with integrated messaging apps such as Facebook and Twitter will provide the fast answers consumers are looking for. By utilizing social media, you can invite loyal and new consumers to be a part of your brand’s conversation and generate more buzz.

4. Announce your New COVID-19 Policies It’s essential for your business to show consumers what steps you’re taking to keep them safe during this time period. While businesses are reopening, the fear of COVID19 among customers still remains. Show consumers you’re taking extra steps throughout the reopening process to keep individuals safe by announcing all new COVID-19 policies. These new policies should be added to your store pages, on your website, and through email newsletters. Here are some specific COVID-19 topics that consumers will be interested in learning about: ●C apacity availability — Make sure your customers are aware of and after opening day about new occupancy rules. This will help to avoid any confusion for customers and prevent large gatherings.

18 Premier Flooring Retailer | Digital 2 2020


●N ew safety policies and procedures — Your customers may be wondering where they will have to wait if your business is at maximum capacity or if face masks will still be required. By addressing these policies, you can help customers come prepared to comply with your business’s new rules. ●N ew COVID-19 services and products — Is your business still going to offer COVID-19 services such as no-contact delivery or curbside pickup? Informing customers of COVID-19 services and products will help your business drive more traffic to your store, especially with consumers who are still wary at this time. Utilizing our local pages will give customers the ability to identify open locations within their area easily. Our geo-locator tool and advanced filtering functions gives consumers everything they need to know about your business within seconds.

5. Respond to Google Q&A and Reviews Increasing your communication efforts through Google Q&A and review responding should be an integral part of your reputation management strategy. Throughout quarantine and the start of COVID-19, Google has had to implement many changes to prevent businesses from being reviewed unfairly due to the pandemic. Now that all review responding capabilities have been back for some time, it’s critical for your business to respond to all reviews and Google Q&A. As businesses start to reopen, many stores will potentially experience hiccups and adjustments during this transitory phase. Reviews and Google Q&A will be one of the first places where customers will express their concerns and opinions – especially as your store reopens. By ensuring every review has the right response from your business, you can smooth over any potential issues or identify new areas of your business to pay keen attention to in this time. No matter where your business is in its timeline to reopening, it’s never too early to prepare for the grand reopening of your business with these steps. By taking action and ensuring the necessary protocols are followed, your brand can positively contribute to the health and safety of individuals while generating revenue. If you’d like to see how we can help your business optimize your reputation management and local SEO strategy in preparation for reopening, reach out to us today, we’re here to help. ❚

Is your business still going to offer COVID-19 services such as no-contact delivery or curbside pickup? Informing customers of COVID-19 services and products will help your business drive more traffic to your store, especially with consumers who are still wary at this time.

888-300-8292 https://www.mysteryshopperservices.com/solutions/ https://www.mysteryshopperservices.com/ Premier Flooring Retailer | Digital 2 2020

19


FLOOR ED

By Don Roberts 45-year Flooring Retailer; Board Director, World Floor Covering Association; Vice-Chair for Floor Covering Education Foundation

Whatever the excuse or reason, you need to have a plan to pick up as much of this “incremental” business you can. The installation crisis is not going away anytime soon!

To sell DIY or Not?

T

he word “incremental” is a word that many flooring dealers cannot get their arms around because it can be used in every aspect of our business. I’m talking about adding incremental customers and sales, thanks to capturing the do-it-yourselfer. That’s especially true for a full-service dealer that has a limited amount of product that they can get installed in any one month due to their limited number of installers. That incremental business takes observation, finesse, and work. Many full-service dealers overlook the incremental opportunity they have with the DIY community. Big Boxes own that market basically out of sheer convenience, as they will stay open for the customers’ benefit –– not the employees. I know this because I have had many dealers over the years tell me “That’s not my customer,” and my reply is “You are right, it is theirs, but couldn’t you use the incremental sales and profit dollars for your business? Also, they worry that if they drop the price, they will be saying that they were trying to overcharge them in the first place. Whatever the excuse or reason, you need to have a plan to pick up as much of this incremental business you can. The installation crisis is not going away anytime soon! More and more, manufacturers are trying to come up with products that are easier to install for several reasons. One reason is so professional installers can install more product in the same amount of time. Another is to make it easier for the DIYer

20 Premier Flooring Retailer | Digital 2 2020


to get the job done themselves. And another is that they want to sell more products. Products like Metroflor’s Attraxion, with magnet technology by MBS, will get them bragging to their peers about what a great job they did! Americans will always turn to DIY or buy the products and try to find an installer on their own to do it. What better reason for you to make more sales, take business from the Big Box and stay connected with the customer when their DIY effort or “Find a Guy” installation goes south? You’ll arrive to the rescue! Ok, so you don’t get your 45–55% retail margin on this cash and carry job. Heck most dealers don't get it on the jobs they use their quality, trained installers on and that they put their personal guaranty on. But incremental is well … extra cha-ching!! You need a plan for your team. One that adds money to the profit bucket. You need a plan that has reasons for what you do price-wise with the different channels you sell in. You need a plan that targets the Big Box stores and nips away at the hold on the DIY customer. If you do not DIY, now you have a huge opportunity to grow your business! A $2MM store doing 45% gross margin has $900K in GM$. So what happens if you do another 20% in DIY? At worst 30% your overall margin only drops to 42.5%, but you pick up another $120K in GM$ … a 13.33% increase! And that’s an incremental dose of good news! ❚

More and more, manufacturers are trying to come up with products that are easier to install for several reasons. One reason is so professional installers can install more product in the same amount of time. Another is to make it easier for the DIYer to get the job done themselves.

Premier Flooring Retailer | Digital 2 2020

21


FLOOR ED

RFCI Introduces Industry-Wide Standards for Rigid Core LVT Quality: ASSURE CERTIFIED™

T

he Resilient Floor Covering Institute and SCS Global Services announced a new program to ensure the continued growth and popularity of Rigid Core Luxury Vinyl Tile (LVT) mar-

keted and sold in North America. The program is called ASSURE CERTIFIED™. “As part of our mission to support the interest of resilient flooring, RFCI and member manufacturers determined there was an urgent need to establish industry-wide standards for Rigid Core LVT quality, no matter where it’s made,” explained Dean Thompson, president and CEO of RFCI. Rigid Core LVT is the fastest growing resilient flooring category. It has evolved quickly from an innovative “multilayer” resilient concept — first as expanded polymer core (also called WPC), and quickly adding solid polymer core (SPC) — to a very popular, resilient waterproof flooring solution offered by many brands. ASSURE CERTIFIED™ flooring will be positioned as “Smart. Durable. Responsible.” SCS Global Services (SCS), an international leader in third-party certification and standards development, will provide certification services and direct the testing protocol. This includes an assessment of the manufacturing quality control procedure for material suppliers, product traceability, chain of custody, internal QC testing and segregation of non-conforming products and materials. It also includes an on-site manufacturing facility audit, as well as performance testing in compliance with the rigid core ASTM standard, testing for heavy metals and ortho-phthalates content, and FloorScore® testing for indoor air quality. (FloorScore®, another RFCI program managed by SCS Global Services, is the industry’s most widely recognized indoor air quality (IAQ) certification standard for hard surface flooring materials, adhesives, and underlayments.)

Rigid Core LVT is the fastest growing resilient flooring category. It has evolved quickly from an innovative “multilayer” resilient concept . . . to a very popular, resilient waterproof flooring solution offered by many brands.

22 Premier Flooring Retailer | Digital 2 2020


SCS Global Services (SCS), an international leader in third-party certification and standards development, will provide certification services and direct the testing protocol. “The standards for the ASSURE CERTIFIED™ program will be the best protection and quality assurance for all Rigid Core manufacturers, suppliers, distributors, retailers and, of course, consumers and end users,” said Thompson. “Flooring customers are very informed and engaged in choosing safe, high performance flooring for their homes, offices, and other indoor uses,” said Nicole Muñoz, vice president of Environmental Certification Services at SCS. “ASSURE CERTIFIED™ is a timely label for this rapidly developing flooring category.” Information about ASSURE CERTIFIED™ is available on the RFCI.com site and the SCSGlobalServices.com site. Rigid Core manufacturers can contact SCS Global Services directly to start their certification process now. ❚ COMPOSITION There are two Rigid Core product constructions, Expanded Polymer Core (WPC) and Solid Polymer Core (SPC). ●W PC features an expanded polymer core that is light in weight and provides underfoot comfort with excellent acoustical qualities. ●W PC’s thicker construction provides the ability for creating realistic textures. ●W PC is most often used is residential applications although these products generally include a light to medium traffic commercial warranty. ●S PC is made with a solid polymer core, which makes it denser, providing additional benefits due to its hardness. ●S PC products have greater resistance to indentations, improved dimensional stability, and superior temperature stability. ●B oth WPC and SPC constructions feature rigid cores that are waterproof. ●A pre-attached cork or other acoustical underlayment is often applied to provide added warmth and sound absorption as well as reduced subfloor preparation. ●B oth WPC and SPC are offered in a variety of wear layers. The application and related wear layer, and the budget are determining factors for choosing WPC or SPC. ●S PC products are generally more suitable for high-performing commercial uses. An entirely new class of stepped-up LVT products referred to as Rigid Core or Multilayer flooring has emerged which adds features and benefits to the many design and performance benefits of flexible vinyl LVT products. Rigid Core/Multilayer flooring is defined as modular flooring with a rigid polymeric core, a decorative top surface and an optional soft underlayment pre-attached to the bottom of the product. Rigid Core products are produced in many realistic visuals and in tile and plank formats. Look for the ASSURE CERTIFIED™ badge for smart, durable and responsibly made Rigid Core flooring.

Premier Flooring Retailer | Digital 2 2020

23


What the best dressed brands will be wearing:

24 Premier Flooring Retailer | Digital 2 2020


INTRODUCING THE NEW BADGE FOR SMART, DURABLE AND RESPONSIBLY MADE RIGID CORE FLOORING The fastest growing flooring category is now becoming the most rigorously tested and quality assured. Introducing the ASSURE CERTIFIED™ program–specifically created for rigid core LVT. Applicable to all WPC and SPC constructions, ASSURE CERTIFIED™ upholds manufacturing standards and tests for indoor air quality, performance, heavy metals and ortho-phthalates. From now on, rigid core quality will be easy to see. Just look for the ASSURE CERTIFIED™ badge. To learn more, visit RFCI.com/AssureCertified. Manufacturers, contact SCS Global directly to start your certification process.

Certified by

Developed by

Premier Flooring Retailer | Digital 2 2020

25


LEGAL MATTERS

Mechanic’s Liens— Little Mistakes, Big Problems.

A

lmost every floor covering retailer, installer, or commercial contractor has run into problems with getting paid. If the retailer, installer, or contractor are subcontractors on the project, they cannot sue the property owner directly for the money because their contract is with the general contractor, not the owner. Mechanic’s liens provide a powerful tool to get payment for their work and products by allowing a lien to be placed on the property. The problem is that there are strict rules on how and when a mechanic’s lien can be filed.

STRICT ENFORCEMENT Jeffrey W. King Legal Counsel for the WFCA Jeffrey King has more than 35 years’ experience in complex litigation with a focus on contracts, employment, construction, antitrust, intellectual property and health care. He serves as legal counsel for WFCA and other trade associations, and is a LEED Accredited Professional. For more information, contact him at (561) 278-0035 or jeffw@jkingesq.com.

A mechanic’s lien is a legal claim against a property for labor and materials provided for improvements to the property. Since mechanic’s liens impact the title to the property, the courts have consistently limited mechanic’s liens and often will invalid a lien for any discrepancy. A recent case in California illustrates how easy it is to lose the rights to a mechanic’s lien. In Precision Framing Systems Inc., v. Henry LuzuriagaI, 39 Cal.App.5th 457 (2019), a framing subcontractor was hired to provide and install trusses for a veterinary hospital. The subcontractor hired another company to design and fabricate the trusses to be installed. The design was approved by the building’s architect. Once installed, the general contractor inspected the work and found the subcontractor’s “work was complete and fully in compliance with the plans and specifications.” The framing company, however, never received full payment, and it filed a mechanic’s lien for the amount due. An issue was raised regarding the trusses when the city inspector issued a correction notice that required some minor repairs. The framing company disputed that it or its subcontractor who designed and fabricated the trusses caused the issues. Nonetheless, the framing company and its subcontractor made the minor corrections that took only two to three hours to complete. The framing company sued to enforce its mechanic’s lien for the unpaid amount of its contract. The court ruled the lien was invalid. California law required that the lien be filed the earlier of ‘[n]inety days after completion of the work of improvement,” or [t]hirty days after the “the owner records a notice of completion or cessation.” Cal. Civil Code § 8414. The court found that the framing company filed its mechanic’s lien before completion of the work since it voluntarily made the corrections after filing the liens. A new mechanic’s lien could not be filed because more than 90 days had passed since the repairs were made. The California courts are not alone in strictly enforcing the requirements for mechanic’s liens. For example, a Court of Appeals in Kansas refused to enforce a mechanic’s lien because the contractor failed to verify that the contractor’s address

26 Premier Flooring Retailer | Digital 2 2020


Mechanic’s liens provide a powerful tool to get payment for their work and products by allowing a lien to be placed on the property. The problem is that there are strict rules on how and when a mechanic’s lien can be filed. on the attached bills and invoices was correct. Buchanan v. Overley, 178 P.3d 53 (Kan. App. 2008). Similarly, a court in Massachusetts dissolved a mechanic’s lien because the law required a “written contract” and the written proposal between a contractor and a property owner was never signed. Petrucelli Construction Co., Inc. v. Hirain Barrios (NO. 10-ADMS-10031)( Feb 15, 2011).

SUGGESTED PRECAUTIONS The rights under mechanic’s liens are established by state laws. As a result, the specific requirements of a mechanic’s lien vary from state-to-state. For example, some states require a notice of the lien be filed when a project begins, while others prohibit the filing of a notice until the job is completed. To protect themselves, flooring retailers, installers, and contractors need to know what is required to file a mechanic’s lien. If a business works across state lines, it will need to know the local laws and regulations in each state where it works. There are several precautions to take based on the most common mistakes that the courts have found to invalidate mechanic’s liens. Pre-Notice One of the benefits of mechanic’s liens is that a flooring retailer, installer, or contractor can be a subcontractor and does not have to contract directly with the property owner in order to file the

Premier Flooring Retailer | Digital 2 2020

27


Many states require mechanic liens to be file within a fairly tight timeline. As the decision in California described earlier indicates, filing too soon can void the lien, and missing the deadline to file can invalidate the lien.

lien. A subcontractor can file a mechanic’s lien even if the property owner has paid the general contractor, who failed to pay the subs. To ensure the property owner is aware of the non-payment, some states require a preliminary notice of the intent to file a mechanic’s lien be provided to the owner and general contractor before filing the lien. In some states, this notice must be filed at the start of the project. In others, the notice cannot be filed until after an invoice is not paid. The failure to provide this notice to the owner may defeat the mechanic’s lien claim. In Florida, for example, subcontractors must file a Notice to Owner (“NTO”) within 45 days of after beginning to work on a project. The NTO is not a lien, but a prerequisite to filing a mechanic’s lien. To start the process of collecting on an unpaid amount, the subcontractor has 90 days from finishing work to file a mechanic’s lien. Notify the Proper Parties. States also vary on who is to get notice. All the statutes require the property owner to be notified, but may also include the general contractor and others. Flooring retailers, installers, and contractors should be aware of both who the notice should go to and the deadlines for filing the notice to avoid losing their rights just because notice was sent too early, too late, or not to the right people. When this deadline passes, the right to file a mechanics lien is lost.

Make Sure You Can File the Lien. Many states allow only licensed professionals to file mechanic’s liens. Some states do not even allow unlicensed contractors to pursue actions for non-payment. Licensing requirements vary from state-to-state and can even vary from county-to-county within a state. Before starting any new job, the retailer, installer, or contractor needs to ensure that it complies with state licensing guidelines to protect its rights. This may be as simple as hiring a local licensed subcontractor to oversee the job. Always Check the Deadlines to File. Many states require mechanic liens to be filed within a fairly tight timeline. As the decision in California described earlier indicates, filing too soon can void the lien, and missing the deadline to file can invalidate the lien. Also, recognize in some states the lien must be filed in a certain amount of time when the company completed the work or when a Notice of Completion is filed. These states often shorten the time to file if a Notice of Completion is filed. For example, the time to file a mechanic’s lien in Nevada is the shorter of 90 days after completing the work or 40 days after a Notice of Completion is filed.

28 Premier Flooring Retailer | Digital 2 2020


Check the Filing and Check It Again. State laws specify what must be included in any preliminary notice and in the mechanic’s liens. Some states require specific language to be included. Some laws require bold typeface in a specified size for certain items. All states require the lien to include the legal property description (block, lot, or parcel numbers, full metes and bounds, references to recorded legal documents, and the municipal address) and not just the street address. It is surprising how often an address on a building does not match the city or state records. There may also be different notice requirements if the flooring retailer, installer, or contractor is the general contractor than if they are a subcontractor. A simple mistake or failure to follow the specified language can completely invalidate the entire lien claim. For example, naming the general contractor without the complete corporate name has invalidated a lien. Similarly, putting information on a form in the wrong place, using a nickname instead of legal name (William not Bill), or failing to use a business name can void the lien. Do Not Let the Lien Expire. A mechanic’s lien does not last forever. The length of time a lien lasts varies from state-to-state. Liens generally expire between six months to several years after they are filed. While some states allow mechanic’s liens to be extended (e.g. Alaska, California, Florida, Idaho, New York, and Oregon), most states do not. A lawsuit to enforce the lien must be filed before the lien expires. Once expired, a new lien generally cannot be filed absent new work being performed or new materials being supplied.

CONCLUSION Given the importance of mechanic’s liens to the floor covering contractor and dealer, it is essential that the proper forms be filed within the deadlines to effectuate the liens. It is advisable for each contractor and dealer to consult with competent legal counsel to ensure that their liens comply with local requirements. A simple mistake can result in invalidating an entire claim. ❚

The length of time a lien lasts varies from state-to-state. Liens generally expire between six months to several years after they are filed. While some states allow mechanic’s liens to be extended (e.g. Alaska, California, Florida, Idaho, New York, and Oregon), most states do not.

The information contained in this article is abridged from legislation, court decisions, and administrative rulings, should not be construed as legal advice or opinion and is not a substitute for the advice of counsel.

Premier Flooring Retailer | Digital 2 2020

29


FLOOR ED

By Fredrick Langston

For-profit flooring businesses need low- or no-cost marketing strategies, and non-profit businesses and charities need help, whether in contributions of time, talent or treasure. Enter the idea of “Cause Marketing.”

Doing well by doing good.

I

f you’re like most for-profit businesses, the pandemic has cut into your ability (and some would argue need) to engage in marketing campaigns—particularly those using paid media (TV, radio, newspaper, online, etc.). Yet, even in uncertain times, “going dark” has negative consequences, both for the here and now, and in the inevitable economic recovery to come. The pandemic has not only affected your business, but it has adversely affected non-profit businesses, as well. According to charitynavigator.org, 83% of non-profits are suffering financially, 64% are cutting programs, and over half are seeing demand increasing for their programs. As a result, the situation we all find ourselves has created a uniquely symbiotic opportunity: For-profit flooring businesses need low- or no-cost marketing strategies, and non-profit businesses and charities need help, whether in contributions of time, talent or treasure. Enter the idea of “Cause Marketing.” Cause Marketing is the implementation of the concept known as Corporate Social Responsibility which, when executed well, can increase profits while improving society as a whole. For example, when Ray Anderson turned around the fortunes at Interface, he adopted the environmental cause. Interface became more profitable while showing the world you didn’t have to pollute to be successful. From a branding perspective, the perception of the company also reaped the accolades and admiration as a stylish, forward-thinking carpet label. Whether you’re a single retail showroom, a citywide chain, a large regional store brand, a distributor or contractor, or manufacturer, Corporate Social Responsibility applies to you. Besides employing people and paying taxes, a for-profit business can and should have a meaningful, profoundly positive impact on the community they do business in. Actions affect attitudes. According to a recent survey by Sendable.com, 91% of consumers responded that they would likely switch if brands supported a good cause, everything else being equal. Studies have also shown that this tendency is particularly strong in Millennial and Gen-Z consumers—the next wave of floor covering purchasers. Remember, as with any marketing strategy or tactic, there are no silver bullets. Simply writing a check to a local charity and getting a mention in the local paper is not a pathway to sales results. While Cause Marketing can save you hard advertising dollars, it is by no means easy. But the results will be well worth it, internally and externally.

30 Premier Flooring Retailer | Digital 2 2020


Cause Marketing is the implementation of the concept known as Corporate Social Responsibility which, when executed well, can increase profits while improving society as a whole. Cause Marketing Guidelines Use the following to review your current activity or to initiate a strategy. 1. W hat is your brand about? No cause should be embraced and supported by you unless it is something you (and your customers) are truly passionate about. There are thousands of worthy causes needing your support, but only a few that you can have a genuine heart for. Fundamentally, the cause you choose should reflect what your brand is about. 2. R esearch. Take the necessary time to do this. Just as you would make a media selection, find the right non-profit that has a local impact in your marketing area. Otherwise, you’re wasting your time and treasure. Consult the Better Business Bureau and verify the legitimacy of the charity. The experts say that no more than 35% of donations should go to fundraising. 3. M aking a difference. Part of your selection criteria should be the relative importance your contribution will have and the other brands you will be associated with. 4. A void controversial or political groups. These can be divisive internally and alienate customers. Best handled on a personal, private level. 5. T eam effort. Cause Marketing only works when both for-profits and non-profits are together and your team (management and associates) are fully on board and behind it. 6. M arketing support should be a natural outgrowth of your passion and enthusiasm for your Cause Partner. Create PR opportunities, allow employee participation, facilitate events and fundraisers, and promote via social media in a meaningful and consistent manner. 7. H ave a clear understanding with your Cause Partner of what you need and expect in return from them, from publicity, board appointments, and even the size of your logo on their brochure. 8. Say “no.” When you become more visible in supporting a cause, you become more desirable to other causes. The danger is spreading yourself too thin and diluting your impact if you can’t say no. 9. T hink long term. Most marketers think in terms of 12-month campaigns, but Cause Partnerships should anticipate two to three years, minimum.

If the pandemic has taught us anything, it is that businesses large and small can have a positive impact on their communities and, in turn, can realize a positive impact on reputation, sales, and morale. The difference is not just doing Cause Marketing, but doing it right. ❚

Premier Flooring Retailer | Digital 2 2020

31


$$ HIDDEN PROFIT CENTERS

Are You Overlooking Hidden Profit Centers?

We’ve all heard the terms valued added, back-end selling and after sales selling. What do they really mean, and how does a business provide something valuable for the customer?

T

he greatest cost of any transaction is in the first sale. Unless you’re selling a product such as a Rolls Royce, you will need additional sales from the customer to be profitable. In order to make this happen, you must have products that your customer will want or need to purchase after the sale. Here are some to consider: CLEANING PRODUCTS. Every product needs a different kind of cleaner, so why not find one that you can private label or if you are in a buying group, see what they have available. In addition to cleaners, some products need polishes and sealers. Make sure you have them all in stock for your customers. PROFESSIONAL CARPET CLEANING. Are you doing the cleaning, or allowing someone you don’t know into your customer’s house? Eventually the customer will need new carpet and will ask the cleaner where to get it. If the carpet cleaner has someone other than you that they work with, you’re out of luck. Either do the cleaning or find a “cleaning partner” and work out the details, so you can give the customer what they need and make money as well. You can also sell a discounted cleaning package.

32 Premier Flooring Retailer | Digital 2 2020

COMMERCIAL JOBS. Start small when building your commercial business, whether it’s negotiated or bid work. Chances are you won’t be paid as quickly as you are for your residential work, so cash flow may be a problem. Look for jobs that make you money and aren’t jobs that just have big numbers. Keep your margins up, not your volume. You might be able to provide the flooring and not the installation. Also consider doing the final building cleaning. This can be very profitable.. PROFITABLE PRODUCTS. Can you provide window treatments, shutters, painting or construction? If you have the skills and the personnel, they are all a good fit. Shower doors go with bathrooms; kitchen cabinets are a natural with kitchen floors. SELLING VACUUM CLEANERS. This is a great adjunct to the flooring retailer business. There are vacuum cleaners now available that will vacuum hard surfaces and the very thick carpet. There are several new vacuums that are being sold today that can clean this new thick carpet as well as flat carpets and hard surfaces. ❚


$$ HIDDEN PROFIT CENTERS

Developing Retail Relationships that Add Profit to Your Bottom Line

By John Gregory. Owner Capital Vacuums in Albany, New York, Charlie’s Vacuums in Glens Falls, NY and Brand Builder, Marketer & Sales Trainer at VacuumRepairShop.com

S

ome things are so obvious that we miss them. Marketing your retail store does not need to be complicated. It’s about getting attention from your customers. Here’s an obvious but overlooked opportunity.

Dirt hits the floor. Vacuums are a necessity The second that floors are installed, they will start to get dirty. There’s no way around it and it doesn’t matter what kind of floor. People with floors need vacuums, and flooring stores should either carry vacuums or have a relationship with the local vacuum repair shop. You should give your customer ideas on how to keep it clean, they will value the installer’s or retailer’s opinion. Also, a customer at the Vac shop would value the vac shop’s opinion on where to purchase flooring.

The retailer-local business relationship About 10 years ago I built great relationships with some local flooring retailers in my area. These have proven to pay off for both of us. I was determined to position my vac shop as the local authority for anything vacuum cleaner-related and I figured, where better to start than on the “ground floor.” I had a shop full of trade-ins, vacuums that were not worth cleaning for resale. Rather than just throw them away, I cleaned them up, put fresh belts on and tested them. I also put my sticker on and attached five business cards. Then I loaded up the van and deliv-

ered a good working vacuum to every flooring store in the area. I introduced myself to each store owner and told them I had an endless supply of vacuums to give their installers for FREE. All they had to do was leave my business card on the counter after an install and tell the customers about me. I also told the retailer that installers, whether independent contractors or direct, should have a good working vacuum and to leave the homes spotless. If the vacuum breaks a belt or filter gets bad, or the machine doesn’t perform, just bring it back to me and we’ll give them another one. Not every retailer cared. However, ten years later we’re recognized as the vacuum repair shop authority in our area. My customers are shown how to properly vacuum a floor and determine which vacuum is best for them. I believe this is the most important part of the sale. If your customer doesn’t understand how to keep new floors looking good, once they start looking bad, you might be the one blamed. Before we ask for a review we educate the customer; an educated customer is your best customer. We should all be building relationships with other local businesses and being good at what you do is the best marketing you can do. For more information on finding a vacuum repair shop in your area, go to: http://www.VacuumRepairShop.com

or call 1-800-263-5425

People with floors need vacuums, and flooring stores should either carry vacuums or have a relationship with the local vacuum repair shop. Premier Flooring Retailer | Digital 2 2020

33


$$ HIDDEN PROFIT CENTERS

How Cleaning Products Can Be a Hidden Profit Center

T

oday’s retail market is challenging. Layers of government regulations, competition from other brick and mortar stores, huge DIY retailers, giant online sellers, and a lack of customer loyalty, all contribute to this. As small business owners, we must find unique solutions to keep our businesses afloat and, in the end, have a little leftover for ourselves.

Here are two traditional ways to get customers walking through our doors Sale pricing — putting items on sale is a time-tested way to get a customer’s attention. However today most everything is “on-sale” price rollbacks, BOGO, EDLP, or whatever fancy phrase you want to use, just doesn’t have the same effect as the old “blue light special” did. I remember people would run to see what the blue light special was back in the day. However, reducing your price on an item can also reduce margins, and today with tight margins on everything you must be careful about just how sale pricing works. Advertising — advertising is still an effective way to attract customers. With so many options it is tough to know the best way to attract your customer: TV, radio, print, mail, email, social media, Google, etc. Do your homework and learn the most effective way to attract your customer.

As small business owners, we must find unique solutions to keep our businesses afloat and, in the end, have a little leftover for ourselves.

Items like these cleaning products by StainX can all be private labeled.

34 Premier Flooring Retailer | Digital 2 2020


YES — cleaning products can be a profitable way to get customers into your store regularly. After all, how often does a customer purchase new flooring or a new vacuum? Cleaning products — a hidden profit center YES — cleaning products can be a profitable way to get customers into your store regularly. After all, how often does a customer purchase new flooring or a new vacuum? The life cycle on these items could be 10 or more years. So, what can you do to keep customers coming back? Carry cleaning products.

They come in multiple categories — retail brands (Tide®, Dawn®, Pine-Sol®, Swiffer®, etc.), industrial (janitorial) and specialty, green or eco-cleaners. Retail branded cleaners are found everywhere, pricing is cutthroat and, in the end, offers small margins if you can even compete. Industrial (janitorial) — this can be a solid category, but the customer base is limited and mostly these types of products are not considered safe for home use or the sizes are just too large for the average consumer.

Specialty, green or eco-cleaners These offer you an opportunity to offer better product performance, sized for home use, and generally safer to use. Smaller specialty brands are not found in the big box stores, too much competition from the large retail brands. And the larger retailers do not offer any variety — everyone sells the same products. Specialty brands offer you an opportunity to sell high-quality products at realistic margins that keep customers walking through your doors. Do your research on these brands as many new brands appear and disappear very quickly. In today’s highly regulated environment many do not have correct labeling to cover the many different state requirements and therefore are forced to go out of business. Here are some great established specialty brands in the marketplace that offer the opportunity to stock a wide variety of cleaning products: Stain-X (www.stain-x. com), NEU Homecare (www.neu-homecare.com ) and TECH (www.techcleaners. com). They offer a wide variety of consumer-friendly products that will keep customers coming back. If you do your homework, find brands that fit your customers — your business can thrive in these tough times and before long ,these small $10–$20 sales for cleaners can result in another flooring job. Treating your customers right keeps them coming to your store. ❚

STAIN-X can private label their products for your store, provide gift packages, POP displays, etc. For example, this customer appreciation gift package of specialized cleaning pooducts produced for Carpets Plus/ Color Tile.

Adaven Marketing Inc. | 608-268-2090 | Fax: 608-274-3839 | www.stain-x.com | www.neu-homecare.com

Premier Flooring Retailer | Digital 2 2020

35


$$ HIDDEN PROFIT CENTERS

Safety Meets Style with HandiTreads

H

ave you ever slipped on a wet tile floor? What about tripped going up the steps of your deck? Everyone has a story where they slipped, tripped, or fell and the lucky ones did not get injured. Slips, trips, and falls are the number one reason for emergency room visits in all age groups. Over two thirds of those injuries occurred in and around the home. Decks, entryways, kitchen floors, bathrooms, and the garage are areas where injuries can happen. A common solution is to put down a mat, however mats pose their own trip hazard, and cover up the beauty of the flooring. So, what is the solution to keeping safe? The answer to that question is HandiProducts. Beauty and functionality are key components of the HandiProducts line. In the midst of the Covid-19 crisis, HandiProducts was dubbed an essential business. As the world started sheltering in place, people became more aware of the need for anti-slip products in and around their home.

We have come up with some excellent solutions to create additional profit centers for our retail partners.

36 Premier Flooring Retailer | Digital 2 2020

Home Improvement stores were reporting record sales as people worked diligently on revitalizing their homes and businesses. At HandiProducts, we utilized the past few months to continue to provide the highest quality safety products and revamping our retail strategy. We have come up with some excellent solutions to create additional profit centers for our retail partners. From 2' full safety solution displays, to clipstrips and countertop displays that increase impulse buys and can be merchandised throughout the store, HandiProducts has you covered against slips, trips, and falls. HandiProducts also loves to protect pets. PetStep ramps and accessories ensure furry friends are kept just as safe and their people. For more information visit: www.handiproducts.com To become a dealer visit: https://www.handiproducts. com/contact-us/

or email Denee Bruce at dbruce@handiproducts.com. â?š

HandiProducts Safety Solutions


Slips, trips, and falls are the number one reason for emergency room visits in all age groups.

Decks, entryways, kitchen floors, bathrooms, and the garage are areas where injuries can happen.

Premier Flooring Retailer | Digital 2 2020

37


$$ HIDDEN PROFIT CENTERS

How Can You Become an Essential Business? Sell HandiRamps

H

andiProduct’s sister company, HandiRamp, specializes in handicap accessibility products for your customers homes. HandiRamp offers portable access ramps, threshold ramps, wheelchair ramps and more. Our modular ramp system allows you to help create customized home access for your customers without the need of acquiring building permits or carrying inventory. During this challenging time, you can go from a flooring retailer to an essential business by offering a full range of safety and accessibility products to complement your current product lines. We have seen an

increase in aging in place in response to this global pandemic, in addition, people are becoming overall more aware of their own safety. Expand your product offerings with the full line of anti-slip and accessibility solutions with HandiProducts and HandiRamp. Portable Access Ramps Handi-Ramp® Aluminum Wheelchair Ramps — HandiRamp EZ Access® Transitions® Modular Entry Rubber Threshold Ramps Safepath EZ Edge™ Rubber Threshold Ramps — HandiRamp EZ Access® Transitions® Angled Entry Rubber Threshold Ramps

Aging in place is on the rise and more people are in need of safety and accessibility products.

At left: Aluminum sectional wheelchair ramp. Below left: Aluminum sectional wheelchair ramp. below center: Half step pet ramp. Below right: Graphite PetSTEP ramp.

38 Premier Flooring Retailer | Digital 2 2020


$$ HIDDEN PROFIT CENTERS

S

For Your DIY Customer: Seamless Residential Carpet Tile from Engineered Floors

mart Squares are the most affordable all in one flooring

own PureColor® Fiber system that is not only durable but

solution for every space in the home. We have taken

also stain, bleach, and fade resistant. No additional pad is

our most popular broadloom products and transformed

required, as Smart Squares come with an attached cushion

them into 18" × 18" tiles. We use proprietary technology

backing system for unmatched comfort under foot. This is

to cut the tiles and never touch the face fibers, leaving a

the only soft surface DIY product available on the market

virtually seamless appearance. Using our unique Peel n’

today. Simply prep, peel, and press Smart Squares to trans-

Stick system, Smart Squares can be easily installed on

form any room in your home. ❚

most flooring surfaces. Each Smart Square is built with our

1 PEEL

2 PREP

SmartSquares Installation

3 PLACE

4 PRESS

This is the only soft surface DIY product available on the market today. Simply prep, peel, and press Smart Squares to transform any room… Premier Flooring Retailer | Digital 2 2020

39


SHOWIN’ OUR STUFF

New Product Intros from Pentz Commercial an Engineered Floors Brand

I

ntroducing Universe, a new tile and plank offering from Pentz® Commercial. Universe features ten colorways in rich earth tones with a subtle geometric pattern for a unique blend of

industrial symmetry and tranquil hues. Utilizing our Encore® SD Nylon in a 1/12 gauge pattern loop construction, Universe is designed for visual appeal and performance. This combination allows for the ability to integrate structural patterns with the latest trend of color-transitioning and ombre visuals. Universe brings a refreshing simplicity to unique design. ❚

Universe Plank

Cabled Introducing Cabled, a new offering from Pentz Commercial. This linear pattern presents a unique design visual that adds depth and dimension to any space by offering various sizes and installation methods. Cabled’s soft, patina tones are designed to bring the outdoors inside. Built with solution-dyed polyester and tufted on the most advance machines in the industry, Cabled is built to resists stain and heavy foot traffic.

…Universe, a new tile and plank offering from Pentz® Commercial. Universe features ten colorways in rich earth tones with a subtle geometric pattern for a unique blend of industrial symmetry and tranquil hues. 40 Premier Flooring Retailer | Digital 2 2020


Amplify with Colorburst

Essence Tile

Amplify was designed to bring the geometric shapes from

Essence was designed for the style conscious customer that

nature indoors to compliment the natural shapes we see

likes to push the envelope and bring a little spice to their

inside. The random placement of the shapes blends seam-

flooring. Essence allows the end user to choose from a range

lessly with the walls and interior moldings that we are accus-

of colorways from subtle neutrals to brighter, bolder options

tomed to. The color pallet is a neutral base with color burst

that are available in both warm and cool options.

accents that allow for a custom pop of color to any situation.

Interweave BL Interweave blends a classic industrial look into a geometric woven pattern. This chain-link design offers fashionable styl-

Boulevard

ing for any office, workspace, or project seeking an upscale

Boulevard delivers clean, unique wood visuals bringing time-

look. Featuring Engineered Floor’s APEX SDP Polyester,

less design to any commercial space. Backed by our 10 year

Interweave offers proven durability and ultimate resistance to

warranty, you can trust Avenue from Pentz to stand up to the

common stains found in a work environment

bourdon of rigorous daily use.

ÂŽ

Premier Flooring Retailer | Digital 2 2020

41


WE HAVE PLANS FOR YOU... 42 Premier Flooring Retailer | Digital 2 2020


The International Surface Event (TISE): SURFACES | StonExpo/ Marmomac | TileExpo is making plans for you! The TISE advisory council, a group of industry leaders with expertise in each industry specialty, gathered from around the world, virtually, to make plans just for you! The meeting brought forward incredible ideas on ensuring you have the resources you need at TISE 2021. Check the website for updates this fall as we unfold the plans...

#TISE2021 | www.intlsurfaceevent.com Premier Flooring Retailer | Digital 2 2020

43


IT’S YOUR UP

Convenience from the Customer’s Perspective

M

Tom Jennings Retail Training Expert

any times, when visiting with locally owned flooring retailers, I will ask them what primary advantage they feel that they have over the national chain stores. The response that I seem to hear most often is, “we are more convenient to do business with” or “we give better service”. When asking them to further explain their beliefs, these dealers almost always explain that they can deliver a more satisfactory purchase than the chain stores. While this may often be the case, I am convinced that too often the local store never had the opportunity to make their presentation, since they did not ask themselves what defined convenience from the customer’s perspective. Let’s examine some items that define convenience in the customer’s eyes:

Hours of Operation

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

This is one area in which I believe the chain stores have gained the greatest advantage over independent retailers. Let’s face the facts — people like to shop evenings and weekends. As proof, examine your buying habits. This is when the majority of major purchases are made. I have seen statistics that indicate that over 50% of the retail flooring sales are made between 6 pm Friday and 6 pm Sunday. You don’t have to like this fact — but you do have to acknowledge it. If your store is not available to be shopped the majority of these hours, you are likely denying your business the opportunity to serve a large portion of the retail market. Customers view expanded hours as convenient.

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

Availability of Credit Today most retailers have credit plans available to them. An alarming number of them, however, do not seem to embrace them as a major tool to increase volume. The chain stores are constantly using financing as a primary tool to increase the number of sales and the average ticket size. Why all the emphasis on credit? Because customers respond! You cannot sell credit as an afterthought. It must be a primary part of your offer and you must understand how it works from both the customer’s and the suppliers’ point-of-view. Having credit readily available and knowledgeably presented is viewed as convenient by the customer. Fumbling around with the paperwork and time-consuming details is not. Do your credit homework today!

44 Premier Flooring Retailer | Digital 2 2020


Let’s face the facts — people like to shop evenings and weekends. As proof, examine your buying habits. This is when the majority of major purchases are made. Regular Promotions

Claims Processing

The chain stores have gained a major advantage with customers because they are very good at staying in contact with their customer base. Think of the frequency with which you receive advance notice of an upcoming promotion, special appearance, etc. from businesses where you have made previous purchases. Flooring is usually a postponable purchase. Customers will wait for a reason to buy. When products are promoted for a specific time, many feel that it is easier to get a decision reached without additional delay. Are you making it easy for your existing customer base to respond to new offers? Your competition is.

Try as we may, claims are a fact of life for any business. Many national stores recognize this fact. They tend to have return and replacement policies that are liberal and clearly stated. They understand the lifetime value of a customer is not just the current item in question. A customer does not feel as if she is preparing for battle when she approaches the customer service department at a national store. Can the same ease of mind be found at your store?

Ease of Shopping Most chain stores do a reasonably good job of departmentalizing their display floors. It is clear to the customer where the various floor types are shown. The point of purchase displays and graphics are typically helpful. Cynics will say that this is to compensate for less knowledgeable staff. This may be true, but it is a common belief that the written word takes priority over the spoken one in the customer’s mind. Is your display floor logically arraigned with appropriate graphics, or is it just one more rack shoved aside of another? Customers will respond best to product offerings that are the easiest to understand. What type of mental pictures is your showroom helping to create?

I certainly don’t want to come across as believing that the national stores have all of the advantages and that the local independent dealer doesn’t stand a chance. Quite the opposite is true if the local dealer will make changes to enable their business to compete in today’s market. Business, as usual, isn’t going to get it done anymore. Many lessons can be learned from large operations. They spend countless dollars researching what the customer views to be most to their liking. They have done the hard part. You simply need to pay attention to the findings. Then do what you can do best – execute! This is always the area that the large stores have the most problem with. You will have the advantage of being able to respond in a more timely fashion, but only if the customer elects to give you the chance. Remember that the customer will ultimately get what they want. The only question is where are they going to get it? Make them believe that all things considered, it is most convenient for them to select you! ❚

Premier Flooring Retailer | Digital 2 2020

45


SHOWIN’ OUR STUFF

Sometimes Better is Best

Introducing Engage Inception™: High-Performance SPC Flooring from Metroflor

E

ngage

Inception

SPC

indentations. Beyond improved

expands

Metroflor’s

port-

dent resistance, the premium

folio of flooring solutions in all

attached HDPE (High-Density

categories: glue down; floating

Polyethylene)

platforms such as solid vinyl Clic

ment provides sound absorption,

and Attraxion Magnetic Attach-

reduces transmitted sound and

ment Technology; and multilayer

foot fatigue, and helps conceal

WPC and SPC. For the retailer,

minor

it provides a two-pronged “Bet-

The DropLock 100™ locking sys-

ter/Best” strategy for a multilayer

tem enables fast, easy, glueless

waterproof flooring solution at

drop-and-lock installation and

different price points for a wide

a tight fit. The 100% waterproof

range of applications. Engage Inception is the first SPC product in the world for

foam

subfloor

underlay-

imperfections.

floor is suitable for traditionally wet areas such as bathrooms, laundry rooms, kitchens, and basements.

which Declare Labels have been published, along with Health

Engage Inception is offered in 7" × 48" and 9"× 60" plank

Product Declarations (HPDs). It is an entry-level multilayer

formats and a 12" × 24" tile format with up to a 4.2 mm core,

flooring product ideal for Multifamily, Residential and Com-

coupled with the 1.0 mm HDPE underlayment and wear layers

mercial environments, depending upon the wear layer chosen.

of 6-mil, 8-mil,12-mil, and 20-mil. The robust overall gauge up

Originally designed for the builder market, it provides a low-

to 5.2 mm is thicker than many SPCs on the market.

er-cost alternative to WPC. Stiffer, denser, and heavier than WPC, Engage Inception SPC enables greater resistance to temperature changes and

High Performance, High Style All Engage Inception plank products feature Accent Bevel edge,

In-Register

and

overall embossing. From entry level 6-mil to premium

line

of

20-mil,

Engage Inception offers the widest range SPC flooring options for the widest range of applications from single-family residential to multi-family to commercial available from a single source.❚

46 Premier Flooring Retailer | Digital 2 2020


•Family Friendly •Pet Friendly Engage Inception™ SPC makes life less complicated. Spills, splashes and leaks are no match for Engage Inception. Available in wear layers ranging from 6 to 20 mil, this 100% waterproof flooring offers superior dent resistance and helps hide minor subfloor imperfections too. An attached HDPE underlayment offers enhanced comfort and reduces sound transmission while FX2 Surface Protectant delivers the ultimate in abrasion and stain resistance.

888-235-6672 | metroflorusa.com

Subfloor Hiding

Premier Flooring Retailer | Digital 2 2020

47


SHOWIN’ OUR STUFF

Rigid core luxury vinyl flooring SPC vs. WPC—What’s the difference?

Stone Plastic Composite (SPC) and Wood Plastic Composite (WPC) are very similar, except for what composes their core layer. SPC features a core that is made from limestone and plastic or polymer. The WPC core is made from plastic composites and recycled wood pulp. What does that mean to the customer? Comfort

the durability is related to density not thickness, so SPC

If your customer is looking for complete comfort, then WPC

floors would be the choice here. These floors are much

would be the choice. With a thicker core, it feels cushioned

denser resulting in being better at damage-resistant from

and more stable when walked on. The thickness of the

heavy weights or any type of impact.

WPC planks runs between 5.5 through 8 mm. SPC floors

Stability — Temperature and Moisture

run from 3.2 to 7 mm. The core thickness also keeps the

Both floors can be used in rooms with temperature fluctua-

floors warmer as it provides additional insulation.

tions and moisture exposure. However, if there are extreme

Sound Insulation

temperature fluctuations, or if there is direct sunlight hitting

For sound insulation, the thicker the core the better, hence

the floors, SPC offers superior performance and won’t fade

WPC floors would be the recommendation as well. When

in the sunlight. This goes back to the SPC denser core

walking on WPC floors, it’s quieter as the core absorbs

enabling higher resistance to contracting and expanding.

the sound.

Durability

Price The slightly more affordable floor is SPC. However,

It is easy to think that if the core is thicker, the better the

depending on the requirements, this should not be an

durability, hence WPC would win out here as well. However,

issue for those needing WPC. ❚

48 Premier Flooring Retailer | Digital 2 2020


Déjà New with Attraxion by Metroflor— a unique niche product for the DIY market Not sold in Big Box stores — only for Specialty Flooring Retailers

T

his is all about replaceability. Easy for the retailers. Easy for the consumer. One person can do the job.

● Much faster installation with no real skill required: Consumers just roll out the magnetic underlayment and lay down the planks or tiles over it. They just have to make sure the flooring is perpendicular to the underlayment and overlap the seams with at least 6 inches of flooring. ●N o expensive specialty tools needed: Just a chalk line, straight edge and utility knife. It can be walked on right away; and furniture moved back with no curing/downtime. ●B enefits for homeowner usage: If there’s a flood, it can be pulled up, dried and reinstalled. If there’s a spill, the magnetic properties push the liquid to the seams and can be cleaned up without penetrating the subfloor or lingering underneath the floor. f it’s damaged or gouged, it’s easily replaced. ●E asily changed with new décor: The underlayment keeps its magnetic charge indefinitely. As an example, primary accent colors for a child’s room are fine until they get older. Easily replace those primary hues with a color scheme that is more mature. The installation design can grow as your children do without having to replace the entire floor. ❚

This is all about replaceability. Easy for the retailers. Easy for the consumer.

Premier Flooring Retailer | Digital 2 2020

49


STOPPING MOISTURE VAPOR TRANSMISSION BETTER THAN ANYONE, ANYWHERE. We stop moisture migration inside the concrete.

FROM THE

BOTTOM

50 Premier Flooring Retailer | Digital 2 2020

Our MVRA 900â„¢ is the money and time saving admixture for new concrete. When used with coverings and coatings, it stops moisture migration and is warranted to 100% RH with no moisture testing required.


TO THE

TOP We stop moisture migration from reaching the surface flooring.

Our topical MVEC 710™ Moisture Vapor Emission Control is an effective 1-part system that eliminates moisture testing and cures in just 8 hours. Check out our complete line of topical coatings.

We are the flooring industry’s #1 specialist in vapor mitigation science for new slab construction or floor renovation over existing concrete. No one is more knowledgeable and more dedicated to stopping moisture vapor in its tracks than we are. Get to know us at ISElogik.com (877) 549-5159.

Premier Flooring Retailer | Digital 2 2020

51

Concrete science for moisture mitigation.


SHOWIN’ OUR STUFF

Karndean Designflooring sees luxury vinyl flooring differently, traveling the world in their quest to bring you exceptional floors that inspire and delight. In 2020, the LVT specialist has introduced more than 40 new waterproof products spanning gluedown, loose lay and rigid core constructions — all in visuals developed by, and unique to, Karndean.

Karndean Designflooring 2020

Volcano LLT211

K

arndean Designflooring 2020 product introductions feature original designs and span three luxury vinyl constructions.

Karndean Designflooring sees luxury vinyl flooring differently, traveling the world in their quest to bring you exceptional floors that inspire and delight. In 2020, the LVT specialist has introduced more than 40 new waterproof products spanning gluedown, loose lay and rigid core constructions — all in visuals developed by, and unique to, Karndean. For retailers looking to expand their presence in the Main Street commercial space, new stone visuals have joined the non-interlocking Karndean LooseLay floating floor range, notable for multi-directional visuals, fast installation with minimal adhesive, acoustic properties (IIC 16dB), individually replaceable tiles and seamless transition to commercial carpet tile. These distinctive designs replicate the in-demand looks of travertine, concrete and slate in a 20mil loose lay LVT format. In gluedown, Karndean has introduced new stones to the elegant and stylish Opus 20mil range, including Iberian-inspired patterned tiles and looks that can be interpreted as stained concrete. The Iberian pattern combines geometric forms in a non-uniform patchwork arrangement and incorporates curves and crests influenced by medieval Spain.

52 Premier Flooring Retailer | Digital 2 2020


Inspired by geometric tiled floors found in Victorian and Regency homes, each design captures the opulence of traditional English architectural styles and patterns. Two additional new Opus designs have been designated as part of the new Heritage Collection, which denotes products across the Karndean portfolio that embody the pinnacle of designed flooring. Inspired by geometric tiled floors found in Victorian and Regency homes, each design captures the opulence of traditional English architectural styles and patterns. This collection is intended for highly skilled flooring mechanics, as the individual geometric pieces form intricate patterns when assembled.

Top left: Marrakesh SP220 Center left: Fumo SM-SP216

Left: Nickel Spotted Gum SCB-KP140. Above: Clifton CLIF-01

Premier Flooring Retailer | Digital 2 2020

53


Knight Tile rigid core combines effortlessly stylish visuals with universal appeal with waterproof K-Core® technology for a fast installation with minimal upheaval to the consumer.

Thirteen familiar wood and stone designs from the 12mil Knight Tile gluedown range are now available in an additional rigid core specification, giving retailers a full spectrum of Karndean rigid core products from entry-level to premier. Knight Tile rigid core combines effortlessly stylish visuals with universal appeal with waterproof K-Core® technology for a fast installation with minimal upheaval to the consumer. By offering these favorite colors in two formats, homeowners can choose the color that suits their décor in the construction that fits their needs. In August, Karndean adds stones to its pre-

Grey Scandi Pine SCB-KP131

54 Premier Flooring Retailer | Digital 2 2020


Along with original designs, most of the new SKUs feature waterproof integrated grouting that will not stain or discolor. mier rigid core range Korlok Select, with visuals ranging from slate to limestone, stencil, antique French cotta and Italian marble. Along with original designs, most of the new SKUs feature waterproof integrated grouting that will not stain or discolor. Unlike products with painted bevels, Korlok Select with InteGrout™ has a seamless vinyl grout line Above: Portland Stone SCB-ST13. Below right: Arctic Mist RKT3005-G

integrated into the product construction for a convenient, no-mess floating installation. The product’s 5G® fold-down locking system allows the product to be installed 1 ½ times faster than competing rigid core products. Learn more about the benefits of Karndean rigid core. ❚

Premier Flooring Retailer | Digital 2 2020

55


FLOOR ED

Corona colors, trendy colors How the pandemic will affect colors in the home.

M

By Jeanette Chasworth Author of the Amazon #1 bestselling book What’s Color Got To

oney changes everything: including the colors in a home. Many influences affect color trends: movies, music, world events, politics, and economics. People instinctively crave the color that benefits their emotions. The leading colors after the Twin Towers fell, were blue and brown. Brown reflected that people wanted to be close to the ground to feel safe and blue was for building trust and creating calm. At the same time, Starbucks turned coffee into a high-end experience and made brown a rich elegant color, adding to the brown fad. When the housing market crashed in 2008 gray became very popular. People wanted to feel safer. You probably heard this common phrase “I feel like the ground got pulled out from underneath me.” In Earth layers, rock or granite lies just below the surface. People wanted something stronger than ground and that is why gray was so popular. It gave a sense of stability in an unstable time.

Do With It, Jeanette Chasworth, known as “the Color Whisperer” is an ASID Certified Interior Designer, who designs and creates spaces using the power of color. Jeanette can be reached at design@ thecolorwhisperer.com

This kitchen blends blues, greys, and the golden hue of the wood crown moldings into a calming and harmonious whole The texture in the floor adds visual interest.

56 Premier Flooring Retailer | Digital 2 2020


This is a time of confusion and the news is changing rapidly. People are seeking truth, something solid, but they also want comfort. Being in “lockdown”, having a comfortable home is very important. So what’s coming next? This is a time of confusion and the news is changing rapidly. People are seeking truth, something solid, but they also want comfort. Being in “lockdown”, having a comfortable home is very important. Gray was on the way out, but now, will continue its popularity. The trend is turning back to browns and blues. People are craving a naturally calming influence. Blue is a calming color and elicits trust which needs to be regained. Blue also helps make the passage of time less prominent, hence a welcoming color during stayat-home orders. Brown grounds a person, and there has been an upsurge in camping and being in nature. It connects one with nature and gives a sense of stability that is being craved and people want to bring the outdoors into their homes. Gold, as a color, has been making intermittent appearances for a while and will likely have more prominence and longevity moving forward. Think about it, corona or crown is gold and will be on our minds for quite some time. Something else to consider is that people have been sheltering in place and not going out. Some are looking inward. They are becoming more spiritual during these times and creating their own space. You might see colors like teals and purples being asked for. Home is more important than it has ever been. Remember, flooring is an emotional purchase, and being in sync with colors that are setting the customer moods should be reflected by a good product mix of those colors throughout your store. ❚

Home is more important than it has ever been. Remember, flooring is an emotional purchase, and being in sync with colors that are setting the customer moods should be reflected by a good product mix of those colors throughout your store.

Premier Flooring Retailer | Digital 2 2020

57


5

COVID-19

In April, the U.S. Army Corps of Engineers and Tennessee Emergency Management Agency took proactive steps to ready additional hospital space in Memphis, TN. They selected a 140,000 square foot former newspaper office and production facility for conversion to accommodate hundreds of hospital beds.

Some Projects Stay With You — What an Opportunity! Newspaper Office and Production Facility Converted to Hospital in Days

F

our months ago, the February 22nd edition of The Economist magazine reported 99% of COVID-19 cases to that date were in China with 1,000 of those outside of the country and

only 29 cases in the U.S. Current numbers show roughly two million cases of the disease in the United States, a transmission rate that has gotten everyone’s attention. In April, the U.S. Army Corps of Engineers and Tennessee Emergency Management Agency took proactive steps to ready additional hospital space in Memphis, TN. They selected a 140,000 square foot former newspaper office and production facility for conversion to accommodate hundreds of hospital beds. The project came with its challenges. The timeframe being one of them. Floors that were not in any condition for healthcare use being another. A team of contractors and professionals was assembled for the project which encompassed days, not months. AECOM, one of the world’s largest engineering firms, and Yates Construction, a top construction services firm in the US, led the overall project effort. The Ransomed Group out of Memphis and Carpet Contractors based in Southhaven, Mississippi handled the flooring components of the project. Schönox HPS North America’s technical staff consulted on all facets of the subfloor planning and were onsite assisting contractor teams throughout the extensive project.

The 140,000 square foot newspaper production facility at 495 Union Avenue was converted to hospital space for use with COVID-19 patients.

58 Premier Flooring Retailer | Digital 2 2020


“When we walked the site during the planning phase, we found many subfloor issues including concrete with extensive residual adhesive in place, VCT tile suspected to contain asbestos, ceramic tile in various conditions, and still other issues,” explained Marcus Dahl, Technical Project Manager, Schönox HPS North America. “When we walked the site during the planning phase, we found many subfloor issues including concrete with extensive residual adhesive in place, VCT tile suspected to contain asbestos, ceramic tile in various conditions, and still other issues,” explained Marcus Dahl, Technical Project Manager, Schönox HPS North America. “We knew the project window for flooring was just four days, so we specified a unified set of subfloor product solutions.” The 495 Union Avenue project site has an extensive history that witnessed the production of three Memphis newspapers for 86 years in various buildings that stood on the property. In 1933 the first newspaper moved into an existing building which was previously a Ford assembly plant for Model T’s. The Commercial Appeal newspaper, which began in 1841, vacated the most current building on the property in 2019 to

Flooring teams from Carpet Contractors renovated the existing subfloor without demolition moving the project forward quickly and finishing well before the deadline.

move to downtown Memphis. In what is an incredibly historic time in our 21st Century lives, 495 Union Avenue will serve as an important address for treating COVID-19 patients. “The overwhelming significance of this and our other healthcare projects is not lost on all of us at Schönox,” commented Doug Young, Executive Vice President, Schönox HPS North America. “Some projects stay with you — what an opportunity this has been for all of us at Schönox!” The new healthcare facility will be equipped to serve hundreds of patients from nearby Methodist University, Regional One Health, and other health systems. ❚

A narrow project window required the strength and speed characteristics offered by an engineered combination of Schönox primers and self-leveling compounds.

In what is an incredibly historic time in our 21st Century lives, 495 Union Avenue will serve as an important address for treating COVID-19 patients. Premier Flooring Retailer | Digital 2 2020

59


When it comes to the need for speed...

©2020_HPS_PFR_NEED FOR SPEED_Q2_20-0308

Official Porsche 911 GT3 RS show car complete with customer signatures from the 2019 World of Concrete show.

Being first is important. Helping customers finish first is outstanding! At Schönox, our research and development work has propelled us to many firsts: first with a moisture-resistant patch, first with synthetic gypsum levelers, first with hybrid active-dry technology. Those firsts support the work of flooring professionals, which is what really counts.

Take your business to a whole new level. Call 855.391.2649 or visit hpsubfloors.com to learn how your projects run smoother with Schönox Ön It.

60 Premier Flooring Retailer | Digital 2 2020


contractors know who to call. Every time we help installers to finish a project with a tough timeframe using Schönox solutions, it’s a shared win we celebrate together. Schönox Need for Speed™ touches every part of what we do. Fast service, quick project consults, timely support in the field, and fast product solutions, of course. Every day, the proof of our word is demonstrated in the performance of our products and the actions of our team. Call us first and raise your expectations. We’re ÖN IT and coming fast.

Premier Flooring Retailer | Digital 2 2020

61


5

COVID-19

Building Customer Rapport in the Age of Social Distancing

S

ocial distancing practices may have changed how consumers shop, but it hasn’t changed their priorities — it has enhanced them. More than ever consumers are looking for a salesperson who can be trusted, is knowledgeable, and can help them through the process. Also, they are concerned about personal safety and the cleanliness of your store. Here are some guidelines:

Lisbeth Calandrino Flooring Specialist and Associate Publisher and Director of Social Media for Fabulous Floors Magazine

1. Safety first, business second. Get your safety priorities down first. A customer who doesn’t feel your store is practicing the safety guidelines is likely not to buy from you. It’s important that you have them posted and have hand sanitizer and extra masks readily available throughout the store. OSHA has a simple, free course you can take about cleanliness procedures. Take the class and post your certificates on the wall. 2. Be positive and upbeat but show customers your concerns for them. A fist or elbow bump will break the ice. The other day at the grocery store, a person suggested I went ahead of them. I said, “thank you” and told them I was smiling under my mask! You can even click heels with your customer if you’re both inclined. 3. Reach out and ask your customers how they’ve been affected by the virus. This is a good time to share your concerns with your customer. They may be afraid of losing their job or have been sick. If the customer seems ‘edgy,’ don’t take their attitudes personally; many of us are uncertain of the future. This is a good time to have specials, ‘creative’ discounts, and information on the store credit for your customers. Therefore, it’s important you understand what your customer is going through.

More than ever consumers are looking for a salesperson who can be trusted, is knowledgeable, and can help them through the process. Also, they are concerned about personal safety and the cleanliness of your store.

62 Premier Flooring Retailer | Digital 2 2020


You want to make sure your message is consistent and everyone in your store is on the same page. A delightful customer experience will help alleviate stress for everyone involved. 4. If your store policies have changed, let your customers know upfront. You might not be able to deliver for free or pick up samples. If jobs must be paid in full before installed explain you are doing these things to cut down on trips and exposure. This is the time to tighten up your store policies. This is also not the time to over promise and under deliver. 5. Connecting with customers over social media is more important than ever. Keep your online conversation going and be consistent in your messages. Ask customers the best way to contact them. I suggest you use video (Zoom or similar) as much as possible so you and your customer can see each other without masks. This will increase trust and help you build better rapport with your customers. It’s important you keep connecting regularly and keep the conversation going. At this time, consistency is very important. You want to make sure your message is consistent and everyone in your store is on the same page. A delightful customer experience will help alleviate stress for everyone involved. Lisbeth Calandrino has been coaching retailers for over 20 years. If you need some help strengthening your store policies or dealing with concerns, give her a call at 518.495.5380 or email at Lisbeth@lisbethcalandrino.com.

Premier Flooring Retailer | Digital 2 2020

63


The Next GIG

Credit Card Scam Targets Flooring Dealers

C

redit card companies are reporting that over the past several months, they have seen a general rise in fraud. Flooring dealers are definitely not being spared (and in some cases,

are being specifically targeted) as victims, with an uptick of reports of recent instances. There are several different ways this is happening. Being aware of the common scams can help you protect yourself. You’re at risk not only because of the increase in the fraud itself, but to compound the difficulty, the credit card companies, seeing so many cases of fraud, may be less likely to return your money due to their own self-preservation instincts.

Chargeback Scams Chad Ogden

One credit card processing company says that ever since COVID hit, they are seeing a sharp

QFloors President/CEO

increase in chargebacks in general. Compounding the general rise in chargebacks, dishonest

Chad Ogden is the CEO/

people know that if you swipe their card (and do not have a processor that will take chip or

President and developer

tap technology), they can dispute the charge, and the merchant has no recourse. So what’s

of QFloors flooring soft-

happening is that people will receive their flooring, and then dispute the charge for various

ware. He grew up in the

made up reasons. Because swipe technology is outdated and not secure, the credit card

flooring industry, has a BS

companies are holding the merchant responsible. Unfortunately, scammers have figured that

in Computer Engineering,

out and are taking full advantage.

and worked many years in the technology field before

How can you protect yourself?

coming back to his flooring roots. He currently serves as the Secretariat of the fcB2B committee and is a widely recognized

1. First, upgrade to credit card processors with tap and chip technologies. It gives you more recourse for restitution or to challenge chargebacks. 2. Require a signature upon delivery, installation, and purchase, confirming that they received the product, it was in good condition, they approve of the installation, etc.

industry leader in floor covering technology.

Stolen Credit Card Scams

To contact him, email chad@qprosoftware.com

or call 801-563-0140.

There is another scam that is trending in the industry. It goes something like this: A potential customer will call and order product. They will give you a credit card over the phone that will process just fine, and then someone else will pick up the product a day or two later. Sometime later, the credit card company will come back and tell you that you took a stolen credit card and charge you back for the purchase. Because you took the stolen card, you have no recourse with the processor, nor with the bank, nor with Visa/Amex. The dealer is the one stuck with the loss. We recently had a dealer who lost $13,000 in this sophisticated scam. Many others throughout the industry have reported similar victimizations.

64 Premier Flooring Retailer | Digital 2 2020


“QFloors is the most AFFORDABLE and FLEXIBLE software product out there...

...It can scale to any level, from mom and pop stores all the way to the largest competitors in the industry. It has all the features you need and is extremely affordable on a user-by-user basis.”

-Nick Farrish Artisent Floors

Join thousands of other happy customers. Contact us for a free demo.

www.qfloors.com • sales@qprosoftware.com • 801-563-0140 Premier Flooring Retailer | Q1 2020 65


How can you protect yourself? Here are a couple of things to consider: 1. A yellow flag should go up if someone is NOT ordering in

5. Another option is to call the fraud department of

person, and they can’t come in, and you don’t know who

your credit card company, and have them verify the

they are.

card. Keep a record of the call and the person with whom you spoke.

2. A red flag should go up if the order is for a significant amount.

6. When a person is picking up a cash & carry order that was made remotely, check ID and license plate number

3. If someone is ordering remotely, connect with them

whenever possible.

over facetime, zoom, or some other video conferencing app, and have them show you the card and their

Again, these suggestions don’t apply to every purchase

photo ID. Or have them send a photo ID and picture of

— only for phone orders of people you don’t know and hav-

the credit card (in separate texts) to your store manager

en’t worked with before.

or owner. (IMPORTANT: The credit card image MUST be

We recently shared about this scam with our software

destroyed immediately after verification, per PCI regula-

customers, and one of our dealers reported that within hours

tions. You can keep the image of the photo ID for your

of reading the email, he was hit with an attempt. He followed

records.)

the suggestions above, and the thief ultimately disconnected the call. So please be cautious, and do all you can to protect

4. Have the customer sign an electronic contract, through an e-signature service like DocuSign. (This will require the customer to have a valid email address.)

66 Premier Flooring Retailer | Digital 2 2020

yourself. ❚


5

COVID-19

QFloors — Connecting while Quarantining

QFloors software offers options for remote access. Amidst all of the difficulties of the COVID-19 pandemic and its restrictions, QFloors flooring software customers have expressed gratitude for their ability to connect to their businesses remotely. The instant access to all of their data, contacts, reports, purchase orders, inventory, and financials has been a steadying force amid the uncertainties. “QFloors has allowed us to know our financial well-being through this and that has helped me sleep — thank you!” wrote one customer. This customer, like 25% of QFloors users, utilizes a program called QCloud, which provides worry-free remote access, backup and protection. In addition, QFloors’ new browser-based cloud software product QPro, also provides remote access to users, all at a very affordable price. Lubia Carillo specifically chose to move to QPro software for this benefit during the height of the Covid lockdown last spring. “I jumped into QPro when COVID-19 was happening. Being able to access everything from home has been super helpful.” For more information on QFloors or QPro software, and how they can help you efficiently and profitably run your business (even from quarantine), email sales@qprosoftware.com or visit www.qfloors.com. ❚

QFloors Mobile Suite

“QFloors has allowed us to know our financial wellbeing through this and that has helped me sleep — thank you!” wrote one customer.

This video shows the many different things you can do remotely through QFloors products.

Premier Flooring Retailer | Digital 2 2020

67


The Next GIG

Free Tools From Measure Square For Flooring Retailers

W

e all know a big part of our business is being able to be in front of our customers to give them an estimate and quote, and then close the deal. Currently, that has become

a bigger hurdle than normal. So Measure Square is dedicated to giving flooring retailers more tools and options to help out your retail flooring business during these strenuous times alongside our retail floor estimating apps.

Online Calculators We have a number of online calculators that can be accessed by customers to input their self-measured rooms and then can be emailed to your sales reps. They can use these for quoting purposes or input the measurements into the Measure Square software for a more accurate takeoff. These can also be embedded in your website very easily. Learn more about these calculators: https://www.measuresquare.com/Free_Tool_Sets.shtml Click here for Online Calculators: http://www.carpetcalc.com/flooring

Augmented Reality Measure App We also have a free Augmented Reality app that uses the camera on the device to measure the perimeter of a room. The lead or customer can then email the diagram to your team and then input the dimensions into the Measure Square software to do the takeoff. Find the app by going on the Apple App Store and searching “M2 AR�.

We have a number of online calculators that can be accessed by customers to input their self-measured rooms and then can be emailed to your sales reps. 68 Premier Flooring Retailer | Digital 2 2020


Measure Square is dedicated to giving flooring retailers more tools and options to help out your retail flooring business during these strenuous times alongside our retail floor estimating apps. Webinars Want to see a quick demo of our calculators? These are really easy tools to use but if you would like to see them demonstrated and ask a few questions, sign up below. We can also make some resources available if you would like these embedded in your website directly. ht tps : //calendly.com / measure-square-customer-service-team/free-tools-meeting Register now!

Free Software Trials and Learning Resources If you are looking to modernize your team and now have the time to evaluate field tools that can help preserve your profits and increase your close rate check out MeasureSquare Mobile on the Apple App Store. MeasureSquare has great free self learning resources on Udemy and YouTube to make the most of your free trial. â?š

MeasureSquare Mobile

Premier Flooring Retailer | Digital 2 2020

69


FLOOR ED

The Simple Way to Test Your Concrete Subfloor Moisture Condition

Y

ou can’t avoid it. You have to do it. If you don’t want your flooring installation to potentially fall into the hundreds of millions of dollars per year lost to moisture-related flooring

failure, you must test the concrete subfloor for moisture before installing the flooring. The good news is that with the relative humidity (RH) test method and a tool like the Wagner Meters’ Rapid RH L6 in-situ concrete moisture test, taking an accurate measure of the moisture condition of a concrete subfloor is stupid easy. No master’s degree from MIT needed. The Rapid RH L6 concrete moisture test is designed for real-world use, where project timelines demand efficient installation and readings from the concrete sensors. You can use the easy-to-follow instructions that come with your Rapid RH L6 concrete Jason Spangler Wagner Meters’ Flooring Division Manager

Jason has more than 25 years’ experience in sales and sales management across a broad spectrum of industries. He has successfully launched a variety of products to the market, including the original Rapid RH® concrete moisture test. Jason, who received an MBA from West Texas A&M University in November 2018, has extensive industry involvement, including the National Wood Flooring Association (NWFA), the International Certified Flooring Installers Association (CFI), and is Vice Chairman of Associations for The Flooring Contractors Association (FCICA). Call Wagner Meters today at (844) 533-9100 and ask for Jason, or visit www.wagnermeters.com.

test or follow the short instructional video to learn how to install and read the Rapid RH L6 sensors. In case you’re skeptical about how easy it can be, here’s the micro-version: 1. Drill the hole. The starter kit comes with a drill bit to ensure you drill the hole to the right specs. 2. Clean the debris from the hole. Yeah, the starter kit has a brush and vacuum attachment to help you with this as well. 3. Insert the L6 sensor into the bottom of the hole. Use the insertion tool provided (seriously, Wagner Meters include everything you need). 4. Remove the protective cover on the sensor cap and snap that cap onto the sensor hole. 5. Now, get on with your day. See your favorite opera, binge watch some superhero show — or even move on to a new task or a new job site.

70 Premier Flooring Retailer | Digital 2 2020


R

t s e T rs e o r o l u F t

MO , R E t

Fas

te

cura c A E

Mofiosr Concrete

T

BES THE

ST E T RH GOT JUST TER BET

• Simplest F2170 Test • Improved Technology and Responsiveness Especially in High RH • Integrated Data Storage • Lowest Cost/Test

2020 WINNER

WWW.RAPIDRH.COM

(844) 533-9100 Premier Flooring Retailer | Digital 2 2020 U.S. Patent 7,231,815, 8,047,056, 9,032,791 & 9,588,092. Additional patents pending.

71


After a scant 24 hours, the RH sensors have equilibrated, and you can now start taking readings. Other types of concrete moisture test systems can require a 72-hour waiting period before you can take readings. In addition to this fast turn-around time, the Rapid RH L6 has made reading the RH sensors and recording their measurements easy too. You just remove the cover of the sensor cap and insert the provided Total Reader tool into the cap. The Total Reader’s bright LCD display will show you the RH percentage. How you record the data is up to you. You can paper and pen it on the plotting chart that

For the more tech-minded, you should know that the Rapid RH L6 is really a “smart” sensor. The Total Reader is Bluetoothenabled, so it can deliver the sensor readings to Wagner Meters’ free DataMaster app on your phone or tablet.

comes with your L6 sensors. For the more tech-minded, you should know that the Rapid RH L6 is really a “smart” sensor. The Total Reader is Bluetooth-enabled, so it can deliver the sensor readings to Wagner Meters’ free DataMaster app on your phone or tablet. The DataMaster app doesn’t just make recording the sensor readings efficient; it also provides an audit record and report that lets you easily validate the data you collected (and when it was collected) to anyone who asks.

72 Premier Flooring Retailer | Digital 2 2020


RH Testing Is the Most Reliable Indicator of a Subfloor’s Moisture Condition Having an RH test that’s as easy to use as the Rapid RH L6 is a huge boom to your productivity in installing and reading the sensors, and in your confidence that you’ve recorded the results accurately with the DataMaster app. But these perks only matter because the RH test has no equal when it comes to determining the subfloor’s moisture condition and whether it’s ready to take on the floor covering. Decades of controlled, scientific testing have taught us that relative humidity within the concrete slab has a known relationship to how well the floor will hold up over time. Testing out of Scandinavian universities in the 1990s is the basis for the specifications set out in ASTM F2170 (Standard Test Method for Determining Relative Humidity in Concrete Floor Slabs Using in situ Probes), first approved in 2002. As RH use in the field continued, additional industry research provided the scientific foundation for ASTM to approve a reduction in the waiting period to take a reading from three long days to 24 hours. Yeah, science! The point is, let the folks at ASTM worry about the science behind RH testing on concrete subfloor slabs. Your job is to find the most reliable, efficient, and easy to use RH test to ensure the slab isn’t holding excessive moisture before you install the flooring. Fortunately, you can rely on Wagner Meters’ Rapid RH L6 to handle the science and provide the ease of use you want. Still have questions about RH testing or the L6 Smart Sensors? You’re in luck. You’ll find a vast library of articles and videos at rapidrh.com that can help you dig as deep into the science behind RH concrete moisture testing as you want, or just guide you through conduct your own RH tests and recording the findings with the DataMaster app. ❚

Decades of controlled, scientific testing have taught us that relative humidity within the concrete slab has a known relationship to how well the floor will hold up over time. Premier Flooring Retailer | Digital 2 2020

73


SHOWIN’ OUR STUFF RJ Petersen Director of Training & Implementation

Virtual Estimating Services (VES)

R

FMS is excited to announce our newest service, Virtual Estimating Services (VES). Our goal in offering VES is to provide you with a fast and accurate way to help your company

bid on more jobs by doing the estimating for you. With a quick turn around and decades of estimating expertise, VES just makes sense. The process is easy! Meet with one of our Virtual Estimators, submit the blueprint and that’s it! We will have the takeoff back to you in a couple days so you submit your bid to your contractor. By outsourcing estimating work, it gives you the ability to bid on more jobs or even bid on something you didn't have time to bid before. Additionally, using VES can help you to expand into new markets and job types. Our solution is designed for flooring businesses that need extra resources to enhance their current estimating staff. VES is not designed to be a replacement for experienced estimators — it is designed to be an additional resource whenever needed to assist with exist-

VES has several packages designed to fit any budget.

ing workloads or to increase bidding capacities. VES has several packages designed to fit any budget. We offer subscription options or on-demand services to help your flooring business increase your estimating capacity with only a small increase in cost and no increase in your overhead. To learn more about VES, visit www.rfms.com/ves or send an email to sales@rfms.com. ❚

Our goal in offering VES is to provide you with a fast and accurate way to help your company bid on more jobs by doing the estimating for you. 74 Premier Flooring Retailer | Digital 2 2020


Virtual Estimating Services Let our team of knowledgeable and experienced Measure estimators perform quality and efficient takeoffs for your projects. By outsourcing your projects, you can increase the number of bids submitted and increase the chances of winning more jobs. Imagine being able to submit multiple bids for a fraction of the cost of an additional estimator.

Cost-Effective

Comprehensive

Fast

Our services cost significantly less

Takeoffs include a digital set of

Completed takeoffs will be

than hiring a similarly experienced

room plans including dimensions,

returned in 3 business days

estimator or estimating service.

quantities, labeled rooms, seam

or sooner.

and cut diagrams, and more.

Experienced

Increase Sales

Accurate

Our team of Measure professionals

Bid on more jobs that you don’t have the time to do the takeoff.

Using Measure and industry

has years of Measure and realworld flooring experience.

best practices, your takeoffs are exceptionally accurate.

Premier Flooring Retailer | Digital 2 2020

www.rf ms.com/VES | sales@rf ms.com | 800.701.7367

75


SHOWIN’ OUR STUFF RJ Petersen Director of Training & Implementation

Virtual Accounting Services by RFMS (VAS)

R

FMS Virtual Accounting Services is designed to allow flooring businesses who use RFMS to focus on what they do best by providing the financial visibility, strategy, and accuracy

needed to keep their operations running. Our financial experts can see that you get back to the business of flooring. The first advantage of using VAS is that it provides cost savings. In many situations, it just doesn’t make sense to allocate money for a full-time accountant or bookkeeper. What if those dollars could go towards your sales efforts? And as you increase your sales efforts, VAS is scalable and can expand with you. Next, a business can enjoy a service that really

No matter the size of your flooring business, VAS can reduce your stress and workload each month by having us do your month-end close!

saves time. Remember, every moment you are spending time working on your accounting books means less time spent on growing your flooring business. The accounting area of your business is important — we know — but your real business is flooring, so that’s what we feel like dealers should spend more time doing. Another important, expensive area of any business is turnover. Training new accounting personnel can be costly. With the Virtual Accounting Service, you will always have access to your financial information without hours spent on hiring and training. And last, but not least is your company growth. All businesses exist to grow and make a profit. Smaller flooring dealers can take advantage of having up-to-the-minute financial reporting without having to immediately increase staff. Our three accounting services packages ensure that a flooring business can grow at its own pace. No matter the size of your flooring business, VAS can reduce your stress and workload each month by having us do your month-end close! The way it works is simple — your company signs up at rfms.com/vas and works with our Virtual Accounting Services team to determine which service(s) your company needs. We will then perform your monthly Journal close in RFMS and generate financial statements that are balanced in accordance with GAAP and RFMS best practices. Statements are generated by the 20th or sooner of the following month. The best part of Virtual Accounting Services is that we can help any company, big or small without the need to hire an employee or an outside accountant. Rest assured knowing that our team of RFMS professionals has years of RFMS and real-world accounting experience. Visit rfms.com/vas or call us at 800-701-7367. ❚

The way it works is simple — your company signs up at rfms.com/ vas and works with our Virtual Accounting Services team to determine which service(s) your company needs. We will then perform your monthly Journal close in RFMS and generate financial statements that are balanced in accordance with GAAP and RFMS best practices.

76 Premier Flooring Retailer | Digital 2 2020


Virtual Accounting Services Take the worry out of financial preparations and get back to the business of flooring!

Accuracy

Experienced

Timely

Financial statements are balanced

Our team of RFMS professionals

Receive financial statements

in accordance with GAAP and

have years of RFMS and real-

by the 20th of the following

RFMS best practices.

world accounting experience.

month, or sooner if needed.

Customizable

Cost Effective

Reliable

Whether you have a small company

Our services cost significantly less than hiring a similarly experienced employee or accounting service.

We’ve been in business

with no accounting staff or a large company with an accounting team, we can customize our services to meet your specific needs.

since 1985 —we’re not going anywhere. You can depend on us for continued services as long as you want them.

Premier Flooring Retailer | Digital 2 2020 www.rf ms.com/VAS | sales@rf ms.com | 800.701.7367

77


78 Premier Flooring Retailer | Digital 2 2020


Premier Flooring Retailer | Digital 2 2020

79


FLOOR ED

The National Tile Contractors Association — How Do I Get Involved?

E

stablished in 1947, the National Tile Contractors Association (NTCA) is a nonprofit trade association dedicated to the professional installation of tile and natural stone. We strive

to improve the tile installation trade through education and training, the development of standards and methods, and communication of our initiatives to related trades. As a leading force in tile installation education, each year the NTCA develops and leads over 100 workshops and training programs. We also assist in the development of local apprenticeship programs and offer our members an online education module and technical assistance. In an effort to elevate the trade, the NTCA makes a significant contribution in funding and resources to support the development of tile installation certification, managed by the Ceramic Tile Education Foundation (CTEF). To promote and develop the industry, the NTCA delivers two publications — TileLetter and the NTCA Reference Manual. TileLetter magazine is an industry news publication produced 13 times a year, plus two special editions. The NTCA Reference Manual, a highly-valued trade publication, is a comprehensive culmination of knowledge, research and development that identifies recurring installation challenges, recognizes potential problems, and offers expert solutions. We sponsor or promote three major annual events — Coverings, Total Solutions Plus, and The International Surface Event (TISE). These events provide networking opportunities, educational seminars, hands-on demonstrations, and a collective view of industry products. At the NTCA, we believe through our efforts, members and partner relationships, we will increase the availability of qualified installers, and raise consumer and the construction industry’s awareness of the craftsmanship, importance and necessity of certified tile and stone installers. ❚ National Tile Contractors Association P.O. Box 13629 Jackson, MS 39236 601-939-2071 info@tile-assn.com | www.tile-assn.com

As a leading force in tile installation education, each year the NTCA develops and leads over 100 workshops and training programs. We also assist in the development of local apprenticeship programs and offer our members an online education module and technical assistance. 80 Premier Flooring Retailer | Digital 2 2020


BECOME A TILE SETTER WHAT ARE TILE SETTERS & WHAT DO THEY DO?

TILE SETTER CAREER PATH

Tile setters install ceramic, stone, marble, and glass tile of all shapes and sizes. Common tasks include: •Prep substrates for tile installations •Select correct sundry materials for long lasting tile installations •Determine the best layout to achieve a desired pattern •Measure and mark surfaces to be covered •Read and follow plans

10% Expected growth by 2026 faster than average for all occupations

M

Tile aster

Setter

5,700

Journe y Tile Se man tter

Projected job openings 2016 - 2026

SKILLS NEEDED •Critical thinking •Customer service skills •Design •Problem-solver •Active listening •Artistic

Fore Super man/ intend ent

•Basic math skills •Time management •Detail oriented •Adaptable/flexible •Innovative •Willingness to learn

etter Tile S ntice e Appr

Tile Fin

isher

Intro to the Tile Trade nisher Tile Fi ntice Appre

Hi Dip gh Sch lom o a/G ol ED Statistics collected from: Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, Flooring Installers and Tile and Marble Setters and National Center for O*NET Development. 47-2044.00. O*NET OnLine. June 2019

NATIONAL TILE CONTRACTORS ASSOCIATION • TILEASSN.COM Premier Flooring Retailer | Digital 2 2020

81


NTCA Top Accomplishments ●A pprenticeship Program Accepted by DoL — Last year,

● It’s a brand event — NTCA takes part in several industry

the Department of Labor accepted the NTCA National

events. Join us there by sponsoring a meal, a happy hour,

Guidelines for Apprenticeship into the National Apprentice-

an outing, giveaways, and more. Even if you can’t attend

ship System. The NTCA Apprenticeship Guidelines Pro-

the event, your brand will still have a presence in front of

gram, which combines field experience with online learning

a key audience.

and designated classroom training, is designed to provide

●R ide in style — Did you know NTCA has four vehicles

members an opportunity to attract new skilled labor into

that travel across the country? Have your logo added

the ceramic tile industry. The program will offer guidance to

to one of them and your brand can come with us every-

NTCA members in developing their own tile finishers and tile

where we go. Let everyone that comes to our training and

setters apprenticeship programs.

industry events know you are a NTCA supporter.

●L aunched Members Health Plan — In 2019, NTCA

● Educate our world — NTCA hosts up to 24 webinars a

began offering our members a comprehensive health plan

year. As a webinar sponsor, you will have a chance to help

that included medical, dental, vision, life, and disability

educate the industry while showcasing your brand. Need

benefits.

help choosing a topic? We can help!

●1 02 Workshops — NTCA Workshops were held in a

●T ell us about yourself — From our electronic newslet-

record 102 locations (in 35 states) last year. This hands-on

ters and websites to our magazine and printed manual,

training addresses current trade issues and solutions.

we have dozens of advertising options for your brand.

●A warded First Tile Setter Craftsperson of the Year — 2019 was the inaugural year for the NTCA Tile Setter Craftsperson of the Year Award. This lifetime achievement

Talk to one of our advertising reps and see how we can put you in front of thousands of eyes. ●W e need your stuff — No, really — we do. A key compo-

award recognizes an NTCA member for their outstanding

nent in making our training programs a success is having

installations, actively engaging in continual self-improve-

the right materials. We depend on donated materials to

ment, leading and/or mentoring others, and being devoted

take part in our demonstrations. Also, have a new prod-

to the art of setting tile.

uct? Consider donating some to one of our events as a

●1 6 Regional Training Programs — This fairly new program continued to thrive this year. Solutions-based

giveaway. It is a great way to expose thousands of industry professionals to your products.

training content focuses on ANSI standards and TCNA Handbook methods.

Contractors ● Lend a hand — We ALWAYS need volunteers. Con-

How You Get Involved?

sider serving on one of our committees, taking pictures

NTCA depends on your contributions in order to succeed. If

for NTCA University, or helping out at one of our training

you would like to lend your support, but not sure how, please

events. We have dozens of ways you can help. Contact

look through these list of ideas. Have an idea that is not

us and we will match your skills with the perfect activity.

listed? Contact us; we would love to hear it!

●L et us hear you — We need your voice. Help us hear you by submitting topic ideas for our magazine. Also, you

Distributors & manufacturers

can share your thoughts, ideas, and concerns by submit-

●H elp us train the industry — NTCA offers nearly 200 train-

ting letters to the Tile Letter editor or commenting on our

ing events a year. Consider sponsoring and/or hosting one of our training sessions. Not only is it a chance to support the NTCA, it is also a way to expose your brand to potential new clients.

82 Premier Flooring Retailer | Digital 2 2020

social media pages. ❚


TILE INDUSTRY CAREERS Setting tile takes several years to master. Once you are proficient as a tile setter, there are several other careers that you could pursue in the tile industry.

PROJECT MANAGER

ESTIMATOR Tile contractors have people estimate the price, value, number, quantity, and man-hours needed to set tile per industry standards.

ARCHITECTURAL REP Call on architects and interior designers to get manufacturers’ products specified for upcoming projects.

BUSINESS OWNER

Budget, plan, and schedule manpower and materials, then manage the entire project from start to finish for tile contractors.

Set your own schedule, find your own customers, order your own supplies, estimate your own work, and be your own boss.

TRAINER

TECHNICAL REP

SALES REP

Trade associations, manufacturers, and tile contractors hire tile setters to train others on industry standards and methods.

Assist with job site problems, answer installation questions, and support company training initiatives.

Distributors and manufacturers hire tile setters to sell their products because they know how to relate to tile contractors.

NATIONAL TILE CONTRACTORS ASSOCIATION • TILE-ASSN.COM

Premier Flooring Retailer | Digital 2 2020

83


TAKING THE LEAD

My Supplier isn’t on B2B!

A

Lewis Davis Senior Director of Technology and Research

s a retailer who uses fcB2B, you understand the benefits and cost savings it provides. Some benefits include checking stock in real time without leaving your customer, verifying the current price of a product, reserving stock to ensure your orders are filled, and submitting orders electronically. Imagine having all your suppliers using B2B instead of just a few. You would be a master of productivity. Instead, you probably only have a few suppliers utilizing fcB2B. Others require extra work on your part to keep prices updated and time to manually key PO’s in their website or call the order desk to place the order. Then you wait for the paper invoices to arrive in the mail. With the current health crisis and possible reduced staffing levels, automating these tasks is more important than ever. Why doesn’t fcB2B get these suppliers involved with B2B to make your life easier? We have a list of suppliers that we contact that are currently not part of fcB2B and encourage them to join. The problem we run into is that they look at us as a fly at the picnic. Just spitting out buzz words and wanting them to implement B2B. Suppliers listen to their customers more than they do the fcB2B group. If we work together, then our combined voice can make a difference. What can you do to help fcB2B help you? To start with, fcB2B has a short video that explains the benefits of B2B from the retailer’s perspective. We had several requests from retailers to provide information that would help explain what fcB2B is for sales reps. This video is front and center on our website. Send your reps to the site and have them spend less than two minutes reviewing the video. We also created a form letter that explains the __________________________ benefits for both the retailer and the supplier. Download the form from here, add your company info and send it to your suppliers you want on B2B.

… fcB2B has a short video that explains the benefits of B2B from the retailer’s perspective. 84 Premier Flooring Retailer | Digital 2 2020


Imagine having all your suppliers using B2B instead of just a few. You would be a master of productivity.

go from fasT to schönox FAST when you pump our self-levelers.

Make sure to visit www.fcb2b.org to view the video and the retailer form letter. Navigate to the Resources tab, then to Informative Multimedia and it’s at the top of the list. This is a Google letter that you can download and add your company information. Then, send it to your suppliers. Are you a manufacturer, distributor, or retailer that’s interested in making your business transactions electronic, but don’t know where to start? Drop me an email at ldavis@wfca.org, and we’ll set a time to talk you through the steps. ❚

MAXIMIZE YOUR WORKFLOW WITH SCHÖNOX SELF-LEVELERS AND GRACO TOUGHTEK® MP SERIES MIXING PUMPS

©2020_HPS_PFR_1-3_PUMP_Q2_20-0316

Some benefits include checking stock in real time without leaving your customer, verifying the current price of a product, reserving stock to ensure your orders are filled, and submitting orders electronically. Imagine having all your suppliers using B2B instead of just a few.

Graco mixing pumps help you get the subfloor installed faster. Applying self-leveling underlayments in large areas can be a logistical nightmare. Cover big square footage in small turnaround times. Mix and pump Schönox self-leveling compounds continuously and consistently, resulting in smooth and seamless floors. Simply set the water flow rate, add material to the hopper, get to work, and get ÖN IT.

Take your business to a whole new level. Call 855.391.2649 or visit hpsubfloors.com to learn how your projects run smoother with Schönox Ön It.

Premier Flooring Retailer | Digital 2 2020

85


100% HIGH DENSITY MEMORY FOAM CARPET CUSHION

The World’s Best Carpet Cushion 86 Premier Flooring Retailer | Digital 2 2020


100% HIGH DENSITY MEMORY FOAM CARPET CUSHION

Made of 100% high density memory foam, Healthier Choice Carpet Cushion offers the luxurious comfort you want while providing the support your carpet needs.

Healthier Choice Cushion’s dense, micro-cellular structure cushions every step by acting like millions of tiny shock absorbers, allowing your carpet to look newer and last longer. NEVERCRUSH

TM

The appearance retention warranty for any brand of residential carpet is instantly doubled when installed over Healthier Choice Carpet Cushion.

The only carpet cushion to be awarded the UL GREENGUARD® Gold Certification for indoor air quality as an extremely low VOC emitting product.

Healthier Choice Cushion is infused with Ultra-Fresh® antimicrobial protection to prevent the growth of harmful mold, mildew and bacteria.

A revolutionary Breathable Moisture Barrier keeps liquid spills from penetrating down into the cushion while allowing moisture vapor to escape.

The only carpet cushion made with more than 50% soybean oil and natural minerals which reduces the use of fossil fuels while supporting sustainable alternatives. Premier Flooring Retailer | Digital 2 2020

87


88 Premier Flooring Retailer | Digital 2 2020


Premier Flooring Retailer | Digital 2 2020

89


5

COVID-19

NWFA Launches Online Professional Development Platform

As a result of COVID-19, the National Wood Flooring Association has launched LiveEdge, a free professional development platform offering concise, focused, and interactive content for wood flooring professionals.

P

owered by NWFA University, LiveEdge enhances industry knowledge with short videos designed to provide an edge in an increasingly competitive market. Content is categorized into three topic categories: Tech Tuesdays, Webinar Wednesdays, and Product Theater Thursdays. Upcoming Events include the following:

Webinar Wednesday Radiant Heat — Thermosoft August 12, 2:00pm (Central) Subfloors — Huber September 9, 2:00pm (Central)

Product Theater Thursday Tech Talk Tuesday Moisture Control August 18, 2:00pm (Central) Multi-Disc/Planetary Sanders September 1, 2:00pm (Central) Nail-Down & Glue-Assist September 15, 2:00pm (Central)

Links to LiveEdge See all LiveEdge Content here Here is an example of recorded Tech Talk Tuesday Here is an example of recorded Webinar Wednesday Here is an example of recorded Product Theater Thursday

90 Premier Flooring Retailer | Digital 2 2020

DOW Adhesive August 13, 2:00pm (Central) Events are free, but registration is required. The National Wood Flooring Association is a not-forprofit trade organization, with more than 3,200 member companies world-wide, dedicated to educating consumers, architects, designers, specifiers and builders in the uses and benefits of wood flooring. The NWFA is located at 111 Chesterfield Industrial Boulevard, Chesterfield, MO 63005, and can be contacted at 800.422.4556 (USA & Canada), 636.519.9663 (local and international), or at www.nwfa.org. ❚


Events are free, but registration is required.

LiveEdge Schedule and How to Register ● August 12, 2020 2:00 PM CDT — Webinar Wednesday — Click here to register ThermoSoft — How to Choose a Wood Floor to Install with Direct-Contact Floor Electric Heating Systems Join us to learn everything you need to know about Electric In-Floor Heating Systems that are acknowledged by the NWFA to be installed directly under the flooring. ● August 13, 2020 2:00PM CDT — Product Theater Thursday — Click here to register DOW Adhesive Join us as the Dow team introduces the DIAMONDLOCK™ Flooring Adhesive, a pourable one component, moisture-cured system used to form a strong permanent bond between flooring materials and base floor materials. They will demonstrate why they say this adhesive is cost-effective, increases coverage, and easy to use. ● August 18, 2020 2:00 PM CDT — Tech Talk Tuesday — Click here to register Moisture Control Systems/Vapor Retarders Join Brett Miller and wood flooring experts as they discuss moisture control systems/vapor retarders. ● September 1, 2020 2:00 PM CDT — Tech Talk Tuesday — Click here to register Multi-disc and Planetary Sanders Join Brett Miller and wood flooring experts as they discuss multi-disc and planetary sanders. ● September 9, 2020 2:00 PM CDT — Webinar Wednesday — Click here to register Huber Engineered Woods — Subfloor: The Silent Partner in Your Success Join us to investigate some common challenges hardwood flooring installers face because of what is going on under their finished flooring. We will discuss root causes associated with these challenges and offer practical ways to overcome them on the job. We’ll discuss the importance of product selection within the subfloor assembly and how that contributes to a successful and quiet hardwood floor installation. This course will also uncover some common sources of squeaks in floor assemblies, investigate the role of the environment on your installation, and provide best practices for quiet floor installation. ● September 15, 2020 2:00 PM CDT — Tech Talk Tuesday — Click here to register Nail Down and Glue Assist Join Brett Miller and wood flooring experts as they discuss nail down and glue assist. ❚

Premier Flooring Retailer | Digital 2 2020

91


SHOWIN’ OUR STUFF

F

Proper management of your installation department

looring sales and installations go hand in hand. But, so

installation process. This allows your whole team to keep

many flooring companies only focus their attention on

in touch in real-time and helps to avoid costly installation

boosting sales, without streamlining the productivity of their

mistakes.

installation team. When your installation department is running smoothly

Keep Lines of Communication Open

and as efficiently as possible, you’ll be able to save both time

One of the most important ways to ensure a satisfactory

and money on each and every job! Over time the savings can

installation result is by keeping your customer involved.

be significant, increasing your bottom line.

When the lines of communication are open, you’ll be able to

Proper management of your installation department

resolve problems before they arise. This helps to ensure that

requires planning and transparency for everyone involved.

there are no last minute changes or complications that end

When your customer has an amazing experience from the

up costing your business valuable time.

sales floor to the installation of their new flooring, they’re much more likely to become repeat customers and advo-

Try Texting

cates for your business!

Text message marketing may sound odd at first, but you’d be surprised how valuable it can be for your business! RM

Avoid Trips To-And-From The Office

Text Alert allows RollMaster Software users to send their cus-

One of the biggest ways your installation team can save time

tomers installation reminders automatically, helping to confirm

is by avoiding running back and forth to the office in between

dates and avoid those last-minute cancellations.

jobs. This often happens when the installation team isn’t privy

RollMaster users have found that after utilizing text mes-

to the information they need throughout the day. Giving your

sage communication, they were able to add on to orders with

team the tools and information they need, right when they need

satisfied customers much more easily. For those customers

it, makes it easier to boost productivity.

who were less satisfied, texting allowed for quicker communi-

Help your installation team work independently by giv-

cation and response! This allows the dealer the opportunity to

ing them detailed information for their workday before it even

correct a problem before being caught unaware, and helps to

starts! They should know where they need to be and when, as

lower stress on both the customer and their team.

well as detailed information like cut sheets and diagrams.

RollMaster Software was built by flooring professionals, for flooring professionals. This is why we’re so pas-

Make It Mobile

sionate about optimizing flooring businesses to be efficient

RollMaster Software users love the Web Install Calendar.

and bring them to the next level! We regularly update our

It makes it easy to clearly see your installation calendar so

software to fulfill the needs of our customers as their busi-

you can schedule and manage installations right from your

nesses grow and change. Our unique cloud-based flooring

mobile phone. This also includes detailed information like

software means you can always see an accurate picture of

directions, customer signatures, and allows the installation

your entire operation, no matter where you are. Contact us

team to store photos and keep a detailed record of the job

today for a demonstration. ❚

RollMaster Software users love the Web Install Calendar. 92 Premier Flooring Retailer | Digital 2 2020


Premier Flooring Retailer | Digital 2 2020

93


SHOWIN’ OUR STUFF

Automating Your Flooring Business Sets You Up for Success.

H

ow? By ensuring that you don’t miss any opportunities at converting your prospects into clients! A structured leads processing system, that is

integrated into your core business software, makes sure you can easily and consistently work with your leads to convert more sales. Tracking leads and closing sales is a must. Here's how the flooring professionals using RollMaster Flooring Software do it!

Don’t Let Data Drop Through The Cracks The more you know about your prospect the better! So, instead of waiting for a sales appointment to add your prospect into your leads tracking system, add them ASAP! RollMaster Software users can add prospects to the Lead Processing Program to track leads without hassle. We make it easy for RollMaster users to stay on top of relevant information on their new leads. Make sure you’re tracking critical information like their address, phone number, and preferences! Taking the time upfront to gather information helps your whole team interact with your prospect, by having all their information saved in one place.

Open Lines of Communication Early Staying at the top of your prospect's mind is key in moving them through your sales process. We recommend that flooring businesses update their client communication strategy to include text messaging! Although it may sound odd at first, we've found that flooring stores that utilize text messaging can communicate with their customers more effectively, make appointments more easily, and solve problems before they arise. RollMaster users can quickly add their leads to RM Text Alert from their Leads Processing Program. With this integrated messaging tool, they can easily start making appointments, confirm information, and follow up with their service as they move through the sales process. Our Lead Processing program also allows you to send internal and external emails! You can email information to your sales team, or email the prospect your latest deal right from the program!

Staying at the top of your prospect's mind is key in moving them through your sales process. We recommend that flooring businesses update their client communication strategy to include text messaging!

94 Premier Flooring Retailer | Digital 2 2020


Premier Flooring Retailer | Digital 2 2020

95


Save Time On Double (Or Triple!) Entry Entering information in multiple locations opens the door for discrepancies, inaccurate quotes, and lower customer satisfaction on top of the extra time it takes to enter! Reducing the time it takes for your employees to do simple office tasks allows them more time to connect with your customers and make those sales! This is important when tracking leads effectively as well. For example, RollMaster users can enter prospect data once, and it flows through their whole system. This allows them to create a quote or order without needing to go back and forth between programs.

Integrate All Sales Tools For A Speedy Sales Process

With an integrated system, information is entered once and the entire team can access the information they need to do their job.

Companies that get a high volume of leads or many shop-at-home orders can benefit from the integration of scheduling, leads, and estimating. Keeping your sales team on the go is critical to making more sales for your business. With an integrated system, information is entered once and the entire team can access the information they need to do their job. An added benefit for RM Mobile users, their sales team can update their leads module from the road, without needing to return to the office. Plus, when your sales team is creating accurate estimates with RM MeasureSquare, they'll save time too because all of the prospect's preliminary data will be directly imported. Information on the rooms to be measured, color preferences and client notes will all be tied into the system to make the estimate that much faster. When the customer is on board and the deal is closed, the data can be imported back into the RollMaster system for continued processing.

Stay On Top of Fresh Leads Tracking your successes and opportunities is critical for managers to stay in the loop with their sales team. Tracking information by the lead helps managers know who needs a follow-up text or call, and which leads are going cold. The RollMaster Leads Processing Program allows managers to get this information in just a few clicks! We’re proud to have built RollMaster Flooring Software to be as efficient as possible for our customers! We know just how important it is to have core business software that works well for your business because our team knows the flooring business inside and out. Contact us today for a demonstration! �

96 Premier Flooring Retailer | Digital 2 2020


Articles inside

Getting Back to Business article cover image

Getting Back to Business

1min
page 41
$$ HIDDEN PROFIT CENTERS How Can You Become an Essential Business? Sell HandiRamps article cover image

$$ HIDDEN PROFIT CENTERS How Can You Become an Essential Business? Sell HandiRamps

1min
page 40
$$ HIDDEN PROFIT CENTERS How Cleaning Products Can Be a Hidden Profit Center article cover image

$$ HIDDEN PROFIT CENTERS How Cleaning Products Can Be a Hidden Profit Center

3min
pages 36-37
$$ HIDDEN PROFIT CENTERS Developing Retail Relationships that Add Profit to Your Bottom Line article cover image

$$ HIDDEN PROFIT CENTERS Developing Retail Relationships that Add Profit to Your Bottom Line

2min
page 35
Proper management of your installation department — RollMaster article cover image

Proper management of your installation department — RollMaster

6min
pages 94-98
NWFA Launches Online Professional Development Platform article cover image

NWFA Launches Online Professional Development Platform

3min
pages 92-93
Credit Card Scam Targets Flooring Dealers article cover image

Credit Card Scam Targets Flooring Dealers

5min
pages 66-69
RFMS — Virtual Estimating and Accounting Services article cover image

RFMS — Virtual Estimating and Accounting Services

5min
pages 76-81
Free tools from Measure Square for Flooring Retailers article cover image

Free tools from Measure Square for Flooring Retailers

2min
pages 70-71
The Simple Way to Test Your Concrete Subfloor Moisture Condition article cover image

The Simple Way to Test Your Concrete Subfloor Moisture Condition

5min
pages 72-75
Building Customer Rapport in the Age of Social Distancing article cover image

Building Customer Rapport in the Age of Social Distancing

3min
pages 64-65
Are You Overlooking Hidden Profit Centers? article cover image

Are You Overlooking Hidden Profit Centers?

10min
pages 34-39
Some Projects Stay with You — Newspaper Office and Production Facility Converted to Hospital in Days — Schőnox HPS North America article cover image

Some Projects Stay with You — Newspaper Office and Production Facility Converted to Hospital in Days — Schőnox HPS North America

4min
pages 60-63
Corona Colors, trendy colors : How the pandemic will affect colors in the home article cover image

Corona Colors, trendy colors : How the pandemic will affect colors in the home

3min
pages 58-59
Karndean Design Flooring 2020 article cover image

Karndean Design Flooring 2020

3min
pages 54-57
Sometimes Better is Best: Introducing Engage Inception — Flooring from Metroflor article cover image

Sometimes Better is Best: Introducing Engage Inception — Flooring from Metroflor

5min
pages 48-53
New Product Intros from Pentz Commercial an Engineered Floors Brand article cover image

New Product Intros from Pentz Commercial an Engineered Floors Brand

2min
pages 42-43
Convenience from the Customer’s Perspective article cover image

Convenience from the Customer’s Perspective

4min
pages 46-47
Mechanic’s Liens — Little Mistakes, Big Problems article cover image

Mechanic’s Liens — Little Mistakes, Big Problems

8min
pages 28-33
RFCI Introduces Industry-Wide Standards fro Rigid Core LVT Quality: ASSURED CERTIFIED article cover image

RFCI Introduces Industry-Wide Standards fro Rigid Core LVT Quality: ASSURED CERTIFIED

3min
pages 24-27
Five Things to Do Before Reopening Your Business article cover image

Five Things to Do Before Reopening Your Business

8min
pages 18-21
To sell DIY or not? article cover image

To sell DIY or not?

3min
pages 22-23
How Effective is Your Safety Program? article cover image

How Effective is Your Safety Program?

3min
pages 12-13
Grants for Workers with Catastrophic Medical Needs article cover image

Grants for Workers with Catastrophic Medical Needs

1min
pages 10-11
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.