Issuu

PAINT DECORATING&

Finding the Right Finish

Find Your Specialty

As DIYers have been staying safe at home, you may have noticed an uptick in the types of home improvement projects taking place. Get some pointers on how to lead your customers through a specialty painting project to be sure they get the best possible results.

The Regal Way of Business

Contractors are the core of business for Regal Decorating and Paint Centers in West Palm Beach, Florida. Learn why training is a critical component of the company’s strategy.

Smooth Sailing

From the grit to the application to the surface, it’s never “just sandpaper.”

Learn how you can educate your customers on the differences among abrasives and why choosing the right one today can mean a better outcome tomorrow.

Independents in Focus

From the Independent We Stand blog archives: Take a look at how South Broad Paint & Home Center is giving back to its community.

PAINT

& DECORATING RETAILER

(ISSN 1096-6927): Published monthly except December by the Paint and Decorating Retailers Association, 1401 Triad Center Drive, St. Peters, Missouri, 63376-7353. Phone: 800-737-0107. Subscription price: January through November issues, $49 in U.S., payable in advance. Canada add $24, and foreign countries add $48 to above charges. Single copy $10, except July issue, $25. Periodicals postage paid at St. Peters, Missouri, and additional mailing offices. Postmaster: Send address changes to Paint & Decorating Retailer, 1401 Triad Center Drive, St. Peters, Missouri, 63376-7353. Returns (Canada): Return undeliverable magazines to P.O. Box 2600, Mississauga, Ontario L4T 0A8. PM# 41450540. Copyright © Paint and Decorating Retailers Association, 2020.

Viewpoint

Changes on the Horizon

As an industry observer for nearly a quarter century, I have gotten to witness a number of major changes that have impacted the way retailers operate. Most of these changes were gradual. The big-box model seemed to pop up overnight, but it actually took years to spread across the country. While the internet is now ingrained in just about anything we do, it took decades for retailers to harness its power.

Right now, we are in the midst of another sea change. This time, however, the changes are coming at us more quickly than anything I have seen in the past 25 years, and I am not alone in these observations.

In a recent study from Consumer Specialists and the Home Projects Council, study author Fred Miller concludes that, “In terms of consumer attitudes and behavior, there has never been a single force that has so significantly shaped the home improvement market.”

The force he is referring to: COVID-19.

In this study, which included feedback from more than 600 homeowners,

In terms of consumer attitudes and behavior, there has never been a single force that has so significantly shaped the home improvement market.

Miller discovered that not only have homeowners engaged in a greater degree of home projects than they did last year, they are also fundamentally changing the ways they shop for those projects.

One of the findings showed that 57 percent of homeowners had engaged in a project during the March to May timeframe. Among the top projects—painting. The study also noted that in just a one-year period, the number of homeowners turning to online tools for information on home projects has increased by 12.3 percent.

According to Miller, it’s not just the level of home improvement activities that are accelerating. Social distancing has also sped up the needs and desires of consumers to shop in a contactless environment—and there aren’t any signs that either of these findings will change post-pandemic.

It is critical for all retailers in this channel to digest this information because if you thought you had the luxury to gradually ramp up your online presence or think through e-commerce, delivery or curbside pickup, COVID-19 has taken away that cushion. There needs to be a sense of urgency in how you embrace the new shopping realities exposed by this pandemic. That means listening to how your customers want to do business and rapidly meeting those needs.

Businesses that are too slow to react to these sudden changes in consumer behavior will not only squander the opportunity to capitalize on increased home spending, but could likely end up fighting for survival.

Dan Tratensek Executive Editor dant@nrha.org

Publisher, Executive Vice President, Sales Dan Simon dan@pdra.org

Phone: 800-737-0107, Fax: 636-229-4750

Editor-in-Chief

Dan Tratensek dant@nrha.org

Issue Contributors

Graeme Haase

Heather Kauffman-Peters

Jerry Rabushka

Karon Warren

EDITORIAL, DESIGN & PRODUCTION

Managing Editor Melanie Moul editor@pdra.org

Hans Cummings Autumn Ricketts

Todd Taber

Nancy Vondersaar

Association Coordinator Tina Sullivan tina@pdra.org

Graphic Artist & Web Coordinator Kim Groseclose kim@pdra.org

ADVERTISING

Account Executive Brandi Hemmer brandi@pdra.org

Phone: 636-680-2785, Fax: 636-229-4750

PDRA EXECUTIVE LEADERSHIP

LeAnn Day Chief Executive Officer

OFFICERS

Craig Bond Chairman of the Board

Tommy’s Paint Pot, Eugene, Oregon

DIRECTORS

Robert Mueller Benjamin Moore Kelowna Kelowna, B.C., Canada

Jay Donnelly

Flanagan Paint & Supply St. Louis, Missouri

Lesley Davies-Baptista Paint Fair Ltd. Freeport, Grand Bahama, Bahamas

PDRA ADVISORY COMMITTEE

Dori Marks, PPG Industries

Thomas Hill, The Coatings Alliance

Eugene Andreassi, Benjamin Moore

Joe Jankoski, Hunter Douglas

Bob Clemence, Hyde Tools

John Shingledecker, Allpro Corp.

Richard Russo, Reed Exhibitions Mike Dube, Lancaster

TThe Big Picture

Community Art Makes a Home

he exterior walls of a daytime hospitality center in Brunswick, Georgia, needed a facelift. Honey Sparre, director of homeless ministries for the center’s parent company FaithWorks, knew what could bring life to the facility. Sparre reached out to the arts council that had been planning and painting murals throughout the county.

The day after the arts council came out to see the center, which is called The Well, COVID-19 was declared a pandemic and all plans came to a halt. That was when Sparre decided the mural should become a community project.

“All the other murals the arts council had facilitated had been created by professionals, but it made sense for this one to be something the community did together,” Sparre says.

The Well is a shelter where people experiencing homelessness can take showers, do laundry, use computers and get

help with social services, such as getting IDs and finding housing, employment and other necessities. The Well also offers programs like art classes, which Sparre says can be a therapeutic outlet for people seeking services.

“Once the pandemic hit, we couldn’t safely hold classes anymore, so the mural became an opportunity for people to continue painting,” she says.

Local artist Catherine Durrett sketched out the mural on the building, and she also provided the materials. Sparre invited community members, including commissioners, the police department and the mayor to participate.

“We ended up having to split the painters into two groups to maintain social distancing because so many people turned out,” Sparre says. “I’m looking forward to more community projects to come out of this. It’s a wonderful thing.”

Photo by Bobby Haven,

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Participating vendors will have access to 2000 more retailers outside of the traditional Ace Hardware retailers.

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Old Masters Launches Line of Professional Finishes

Old Masters, a division of Diamond Vogel, recently launched its new professional line of wood coatings. These coatings are specifically developed for contractors, builders and wood shops to be sold through independent retailers. The line will feature advanced water-based spray finishes as well as traditional precatalyzed lacquers, conversion varnishes and sealers.

“We are taking our extensive understanding of wood coatings and offering a professional program that professionals will appreciate for its ease of application, time savings,and value,” says Robert Reints, director of operations at Old Masters. “Our professional product line will be easily identifiable with exclusive professional branding and be supported with its own website that will showcase the products and offer reference materials, technical data sheets, and an FAQ section.”

As part of the release, the company is launching an exclusive water-based, single component finish that offers an alternative to traditional precatalyzed lacquers and conversion varnishes.

Apex HPP Interior Water-Based Clear Finish sprays well, delivers superior chemical and wear resistance and offers quick dry times. Water-based products like Apex HPP meet many of the requirements in areas where VOCs are a concern, one important factor in selecting products for in-field application.

Also included in the launch are the MultiLac ™ Precatalyzed Lacquer, VersiVar ™ Conversion Varnish. Both products are HAPs compliant. The final product in launch is the Integrantegra ™ Vinyl Sealer, a universal vinyl sealer for use with the other products in the line.

For more information, visit myoldmasters.com/professional or call 800-747-3436.

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The Caulking Finger

Paintbrush Bag

Paint Life Pro’s BrushBaggy is sized to fit most common paintbrushes and rollers. It keeps brushes and rollers wet for up to 10 days, saving water and waste.

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Paperless Drywall Tape

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Signs of Confidence

Contractors Are Optimistic About Future Residential Remodel Projects

Market research firm The Farnsworth Group reports contractors are feeling more confident about their ability to land future work in the second quarter of 2020. The rise in confidence comes after contractor confidence plummeted in the early days of the COVID-19 pandemic.

The Farnsworth Group’s study was fielded from June 1 to June 18 and includes insight from 550 contractors—including professional painters—across the country whose primary focus was working on residential remodels.

In total, contractor confidence rose 8.2 percent compared to the first quarter of 2020, to an average of 7.2 basis points out of 10. The Farnsworth Group segmented painting contractors,

carpenters, drywall contractors and flooring contractors into a Finish group, which reports a 12 percent increase in confidence.

More than 52 percent of Finish contractors expect to see their companies’ revenues rise in the next 12 months, the data reveals. Thirty-one percent of those contractors anticipate seeing sales rise from 11 to 20 percent in the next year. Notably, Finish contractors reported a 12.5 percent increase in their confidence to find and close new leads, which could boost paint store sales in the near future.

As overall contractor confidence has improved, some in the field are reporting extra difficulty hiring skilled laborers. Forty-five percent of Finish contractors report difficulty in hiring skilled workers, up from the previous quarter.

Emery Jensen to Host Digital Fall Market

Emery Jensen recently announced it will hold a Digital Fall Show 2020, Aug. 24-26. The distributor says it is dedicating the event to its customers, “commemorating the commitment, service, convenience, security, and value you bring to your local communities.”

In its announcement of the event, Emery Jensen says the show is slated to have the highest vendor attendance on record. The digital event will provide a similar look and feel as the physical show.

Emery Jensen Digital Fall Show Highlights

• Savings on “Power Buys” and “Breakfast Buys”

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• Promotions from all categories, including power tools and accessories, paint, outdoor living and more

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ShurTech Changes Name

ShurTech, which manufactures Duck Tape® and FrogTape® brand painters tape, is formally changing its name to Shurtape Technologies. The name change will take effect in December, but incremental branding changes will occur throughout the year. FrogTape and Duck Tape will keep their brand names and there will be no management or ownership changes, the company says.

“Serving our customers with quality products and great service will also remain our top priority,” says John Kahl, CEO of Shurtape Technologies’ consumer and craftsman group. “This change simply brings together the Shurtape Technologies Group of Companies as a single, substantial and diversified corporation.”

Shurtape Adds to Executive Team

Kevin Stamets will serve as Shurtape Technologies’ new vice president of industrial merchandising. He will oversee design and implementation of global B2B marketing strategy for the brand.

Stamets has more than 30 years of experience in product management and marketing. Previously, he oversaw engineering, product management and marketing at Nilfisk-Advance and The Kent Co. Later, he led product management and marketing across several business units for Graco. For the past 13 years, he has served as global corporate director of marketing strategy for Ingersoll Rand.

“We are excited to have Kevin join our team to lead our industrial product management and marketing group,” says Bill Kahl, executive vice president of marketing. “With a wealth of experience ranging from brand development to new product launch, an impressive record of accomplishment, and a deep knowledge of the marketing function and best practices, Kevin is the ideal fit for our organization.”

Kevin Stamets

äpt ,mizd w rkflo ee op • ti • mized work• flow ´

Innovations that streamline processes; an expanded ergonomic counter base; an automatic lid press; two new products designed for your paint department.

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Photo courtesy of General Finishes

By Jerry Rabushka

A Little Something Extra

How Specialty Paints Can Bring In New and Loyal Customers

The ubiquity of renovation shows and even more blogs, websites and influencers give us more decorating ideas than we have walls, ceilings, tables and floors to put them on. Many of these projects center around specialty paints and faux finishes, which for a long time had a reputation of being difficult to apply and best left to experts.

That’s not often the case anymore, as manufacturers have refined their technology so DIYers, armed with support, education and enthusiasm, can usually get stunning results quickly and easily. By stocking and becoming knowledgeable about products in the specialty paints category, your operation can become a destination for customer creation.

Points for Presentation

Think of your salesfloor like a classroom, and imagine you’re presenting specialty paint products in a round of show-and-tell.

“Showing customers an example of these products being used in someone’s home can help them picture it in their own,” says Eric Broten, national sales manager at Crescent Bronze, a Wisconsin-based maker of metallic paints.

While some people may think they don’t have the necessary skills to take on these types of projects, Crescent Bronze products have become significantly easier and safer to use throughout the company’s 98 years in the trade.

“Metallic paints have traditionally been oil based, thus high in VOCs, but they have made a dramatic move into the water-based realm,” Broten says. “Many companies offer pearlescent paint as metallic for a safer option, but few companies are able to offer the added opacity advantage of ‘true metallic coatings’ in a water-based system as well. The added opacity means applying fewer coats with less overlap striping, resulting in a more user-friendly experience.”

The Crescent Bronze color card features actual metallic particles, so customers can see and feel exactly what they’re getting. The company website has instructional videos, case studies, and application guides, and if that’s not enough, retailers and DIYers can get help from headquarters.

“We have technical experts on staff so customers can call before they begin their painting project to ask any questions they may have,” says Broten. “We want them to have confidence as they’re getting into their project.”

Rachel VanHouten, executive director at Faux Effects International, says getting your own experience with the products will help you explain the process to your customers.

“Retailers can get DIYers comfortable and excited about specialty paint products by their own learning and hands-on knowledge,” she says.

“DIYers have many questions when it comes to their product purchases. If the retailer has knowledge and can assist, it’s an instant sale and often a repeat customer.”

Combining in-person instruction with online resources can keep your message fresh and doubly present in the customer’s mind VanHouten says.

“Actual samples, color charts and project displays are also great tools to promote on social media outlets and in stores,” she says. “For DIYers, it’s all visual. They want to be able to ‘see’ it in their homes.”

The company has recently launched Faux Effects® Home—products developed for the DIY market—and many of their other products can be used effectively by both consumers and professionals.

“We also are in development of several new decorative finishing products targeted to the DIYer. These products have fewer steps in the process or they can be used ‘straight out of the bucket’ utilizing our own specialty, easy-to-use tools,” says VanHouten. “The ultimate goal for the DIYer is ease of use with wow-factor results that say, ‘I can do this’ or ‘I did this myself!’”

The Expert Effect

Jim Rogers, director of brands at Golden Paintworks, says in-store demos and seminars are losing steam compared to online demos and tutorials. To help support retailers who sell the products, the company has created its own online training and updates it as products and techniques change.

DIYers who are contemplating specialty paints want to be able to imagine the final product. Use color charts and project displays online and in your store to bring shoppers one step closer to a purchase.

Photo courtesy of Crescent Bronze

Arm Your Customers With Smart Technology

Give your customers total control over color for increased efficiency. With the Benjamin Moore Color Portfolio™ app + ColorReader, they can accurately measure a color and find the closest paint color match instantly.

Place an order today and boost your bottom line

Contact Susan Mack at bminfo@datacolor.com to learn more about offering the Benjamin Moore Color Porfolio™ App + ColorReader in your store.

Benjamin Moore Color PortfolioTM App + ColorReader

• Get a precise color match instantly

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• Browse digital fan decks and save colors

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“We have spent a lot of time working on our website, creating a destination for consumers before they make the purchase decision,” Rogers says. “Our website contains an inspirational photo gallery and a series of instructional videos by our own Dean Sickler, who’s worked in painting and decorative finishes since 1975. As someone becomes proficient in the basic materials, the next step is combining or applying materials with different tools or techniques.”

Golden Paintworks is working to spur interest at home, but still drive the consumer to the independent for purchase and to see real-life examples of what they just learned about online. The website even helps interested consumers find a retailer.

“The samples tie directly back to our instructional videos, so consumers see and feel what they will be executing,” Rogers says.

Rogers says decorative finishes do have a learning curve. However, if you can determine your customers’ capabilities, you can recommend products where they can be successful and build confidence for the future.

“Metallic paints, for instance, require only a small amount of familiarity with the product to be successful,” he says. “Golden Paintworks products

have a basic application and subsequently produce an attractive finish on their own. This is a craft, not an art form. Anyone can execute decorative finishes with the proper education, tools and practice.”

Mixing Oil and Water

Ease of use is a priority for General Finishes, whose arsenal of decorative products includes milk paint, glaze effects and pearl effects.

The fast-dry property that makes water-based wall paint such a joy to work with can wreak havoc on a decorative finish that needs a longer open time.

The longer open time of oil allows a novice user more time to work the product or fix a mistake, says director of marketing Chris Adams, adding that water-based versions are getting better all the time.

“We comb the world for new ingredients that will improve our products every year,” she says.

“Twenty years ago, there was no open time for water-based products, but now there are new resins and additives. The technique is different; we say with water-based to do a section at a time. Oil will always dry longer, but water-based products allow for easy cleanup and are VOC-compliant, which is where the industry is going.”

Jim Rogers at Golden Paintworks says this glazed look is popular right now. The soft, horizontal movement in neutral grays in both warm and cool tones is easy to execute.

Photo courtesy of Golden Paintworks

General Finishes’ online learning department is comprehensive; customers can have their questions answered and learn how to fix mistakes. The company has nearly completed its mission to create a video on every single product it has for sale.

“We have the best knowledge in the country, and we’re fully transparent about open times and what you can and can’t put with it,” says Adams. “In addition to that, we have some beautiful how-to videos of specialty paint projects completed by national artists. We have aggressive dealer support and terrific online instructions.”

Knowledge From the Source

Consumers who are inspired and educated about products online will be a lot more comfortable creating those finishes themselves. If you’ve got further information about their favorite brands, they’ll likely pay you a visit, which is why DecoArt provides resources both in store and online.

“We create product knowledge sheets on all of our products, along with an extensive online library of inspirational step-by-step projects. We also have product and technique videos available,” says Tom Schaub, the company’s vice president of product development and marketing. “For the retailer, we have point-of-purchase signage, free literature and color swatch aids to help the consumer understand the product and find the perfect color for their project.”

At DecoArt, consumers are called “Makers,” which Schaub says gives consumers a more powerful position in regard to creating a finish. Schaub says much of the appeal of a line like this is that the Maker can do it themselves and produce their own custom look.

“Makers are looking for more unique finishes these days as they see interesting effects on their favorite DIY shows and in the most popular home decor magazines,” he says.

Over just the last two to three years, people have become even more excited about trying out new types of finishes, Schaub says.

“YouTube and other online resources have made specialty finishes less intimidating because of all the great content,” he says. “We have a network of talented designers that helps us create content about all our products. They also demo in stores and help us discover the latest hot trends in home decorating.”

The company understands that the easier something is to use, the better chance you have of selling it, so DecoArt challenges itself to produce finishes that are simple, yet spectacular.

“We engineer these products to eliminate steps when possible, to be easy to apply for any skill level and to keep cost at a fraction of what a professional might charge to create these beautiful effects,” Schaub says.

Keeping Up With the Times

If “Modern” is part of your brand name, you’ve got to keep up, and Modern Masters is making sure its metallics stay on trend. The company has half a century invested in water-based metallics and has a palette of 49 colors, so your customers can add shimmer even beyond the expected gold, silver and bronze. Recently it added nine new colors to stay more modern than ever.

“This is the biggest color refresh in more than 10 years,” says Barb Sunderlage, brand manager. “We listened to painters who wanted on-trend colors added to our current mix of metallic neutrals.”

The product has also become much easier to use. While it was previously marketed mainly to the pro painter, even some long-time pros have commented on how easy it is to apply. Tony Severino of Professional Painters, a contractor in the Chicago area, says even just a little can add a lot to a project.

“It’s jewelry for the home,” he says. “It’s very easy to use. Just make sure the surfaces are primed first and the product goes on very easy.”

Jeff Monsein, owner of Splat Paint & Design in Tampa, Florida, offers some selling points.

“It dries fast and hard,” he says. “Some of the metallics take several layers to become solid, but this product dries fast, so it’s easy to add more layers.”

Product resources are available online, so you, your staff, and your customers are all privy to the same education. Along with the descriptive pamphlets, there are dozens of videos and how-to sheets on the Modern Masters website, including special recipes and even holiday looks. As it’s available in quarts as well as gallons, customers can get just the right amount for their project.

Many DIYers are drawn to specialty paint products after seeing the finished effects on home improvement TV shows and on the covers of magazines. Help encourage their enthusiasm by equipping them with the latest specialty paints and recommending online resources to perfect their projects.

Photo courtesy of Faux Effects

Product Improvement

While DIYers may think specialty paints are a boutique product, it really depends on the project, says Mike Mundwiller, field development manager at Benjamin Moore.

“If a customer describes specific conditions of their painting project, it is important to be able to identify the challenges they might face and recommend solutions,” says Mundwiller.

“For example, if a DIYer is looking to repaint a challenging surface such as glossy tile or glass, you can recommend Insl-X Stix Waterborne Primer to ensure the best adhesion.”

Longtime painters have noticed significant improvement in these specialties.

“Professional painters often say they couldn’t imagine still using some of the products that were a staple to them 30 to 40 years ago, since many of today’s products have more sustainable and eco-friendly formulations, while also yielding some improved application benefits,” says Mundwiller.

“For example, using a waterborne alkyd provides the performance and durability of oil-based products with much easier application and cleanup and is low-VOC.”

Specialty paints are more versatile than ever before, allowing customers to add a truly personalized touch all their projects.

Photo courtesy of Modern Masters

To help both you and your customers, Benjamin Moore is continuously adding information to its website.

“It is a fantastic resource for information on paints, stains, specialty products and more,”

Mundwiller says. “In addition to making technical product information available, we are continuously developing content aimed at helping homeowners tackle some of the most common and highly searched projects—from how-to tips and tricks, to project and color inspiration.”

Use Your Independent Advantage

John Lahey, president of Fine Paints of Europe, says the company’s social media presence is a great driver to get customers to your store.

“We have a lot of followers on Instagram and Facebook,” he says. “It’s one of the best things that happened to Fine Paints.”

He also says independent retailers have an advantage in this category because people looking for specialty products often enjoy shopping a hometown business rather than a box store.

“Homeowners like supporting independents,” says Lahey. “They have better products, tinting, knowledge;

people think ‘I’m helping someone in my community. Our kids may play ball together; I’ll see this person again. That’s the person I want to support.’”

One of the company’s standard-bearers has changed for the easier: Hollandlac oil paint, a high-performance marine quality alkyd, is now sold pre-thinned, so there’s no need to add mineral spirits as was needed previously, says Lahey. As far as the water-based, he continues, it’s always been easy. If you can roll on a conventional paint, you can roll on a Fine Paint.

The company has all the usual in-store resources, including color cards and fan decks. In addition, Lahey says a representative at FPE headquarters is always available to help either you or your customers with questions. The Fine Paints website has helpful videos, and YouTube is full of top contractors showing how to use the products. While these are made usually to help other contractors with the product, a DIYer can certainly learn from an expert.

With all this education and inspiration available, there are very few secrets left as to what these products do, and how they get it done. Your secret is that no one gets to say, “I can’t.”

By Jerry Rabushka

Smooth Talking

Recommending Abrasive Products and Systems to DIY Customers

R

ecommending products can be full of perils. Sending home the wrong products can create big problems, but even recommending the right ones can be trouble if they add up to more than a consumer wants to pay. Sure your customers trust you, but they also know that the more you sell, the more money you make.

As the abrasives category grows in scope and complexity, selection becomes a bit grittier. However, you can also remind your hesitant customer that with the right combination, “abrading” can be easier, faster, and more effective than ever. Learn more about the latest advances in abrasives to share with your customers.

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Use Your Voice

Frank Petersen, director of sales at Webb Abrasives, says having options is a leading trend in the category, and his company has choices for everyone so your customer can sand with confidence.

“We make it easy by offering a complete line of abrasive products,” he says.

Some of the most popular include hand and detail pads, as well as standard block and double slant medium/fine sanding sponges. Also, Webb Abrasives are made in America, which is a popular trait with consumers who want to help stimulate the economy.

“When refinishing furniture or cabinets for example, the customer might consider using sanding blocks, or hand and detail pads with a fine or superfine finish.”

—Frank Petersen, Webb Abrasives

Still, if someone drops a one-size-fits-most on your counter and thinks that will do everything—whether it’s a single project or a whole house—you’ll have some explaining to do. Take some interest in their project. By asking some questions and adding to their enthusiasm, you might be able to convince them to get all the abrasives they need.

“Application is a key factor in determining which abrasive product to use for a given project,” Petersen says. “Retailers should ask customers about the scope of the project. Are they working on new construction, home remodeling, furniture refinishing, cabinet-making? When refinishing furniture or cabinets, for example, the customer might consider using sanding blocks or hand and detail pads with a fine or superfine finish.”

The size of the area to be sanded can also dictate the size and shape of the products shoppers need. Be sure to ask questions about the surface they’re sanding. If a project has multiple angles rather than a flat surface, Petersen suggests a double slant block. If your customer asks, “What’s a double slant block?” you know you can offer valuable project knowledge.

Frank Petersen, director of sales for Webb Abrasives, says the product category offers a host of options to help DIYers add character and depth to any project they undertake.

Photo courtesy of Webb Abrasives

The Right Questions at the Right Time

With more options than ever, your expanded abrasives display should help convince your customer of the need for more than one abrasive product.

“Depending on the project, you may need a few different types of abrasives to complete different aspects of the process,” says Greg Mihaich, application engineer at Norton Abrasives.

Here are a few of his recommendations to ask customers.

• Drywall repair? They will probably need a few sanding sponges in different grits.

• Repainting a room? Send them home with hand sanding sheets plus some sanding sponges for contoured surfaces.

• Stripping and refinishing furniture? They will most likely be doing a combination of power sanding and hand sanding. In this case, suggest an orbital sander to strip and sand the larger surfaces of the piece, sanding sponges to sand small details, curves and contours, and hand sanding sheets for smaller areas, final sanding and between coats of finish.

From here, you can get to the nitty-gritty of abrasives.

• Use 60 and 80 grit for coarse sanding and stripping.

• Try 100 and 120 for medium sanding, to remove the coarse scratches.

• 150 can be a final sanding, typically before applying stain, finish or paint.

• Suggest 180 and 220 for sanding primer when painting.

• Offer 320 and 400 gritfor when sanding between coats of paint.

Mihaich sees dust-free abrasives as the wave of the future, with customers ranging from the novice DIY to the seasoned pro.

“Dust containment has been popular for professionals for the past several years, but recently this has also become of interest to the weekend project DIY crowd,” he says. “Orbital sanders have overtaken ¼-sheet palm sanders and portable belt sanders as the tool of choice because they are versatile and they easily attach to vacuums for dust collection.”

As the random orbitals become more prevalent, manufacturers are bringing improved abrasives into their orbit.

“Discs that help improve dust extraction, like mesh discs or discs with special universal hole patterns, have gained popularity,” says Mihaich. “Also, the abrasive grains used in the discs have changed. Typically, only aluminum oxide grain was used in abrasives for woodworking, but ceramic grain technology has made its way from the professional and industrial markets to the DIY market. Ceramic grain offers longer life and better scratch pattern, or surface finish, than traditional aluminum oxide abrasives.”

Photo courtesy of Norton Abrasives.

Going Dust-Free

Mirka was the first company to get in on the fast-growing trend of dust-free sanding options, says Chris Ross, industrial national accounts manager.

“There are a variety of dust-free systems and methods available; whether you use a 5-inch block you can hook up to your own dust extractor vacuum, or by purchasing the bigger systems that the professionals are using,” Ross says. “Everything from various size power tools to complete dust-free systems is the way of the future.”

Considering a customer’s current projects and future workload is a good questioning strategy to find out what abrasives someone needs and to remind them that even if they just need one type, they’ll likely need several grits.

“It all comes down to the specific project,” says Sam Adams, Mirka’s industrial key accounts manager. “If you need to take paint off, you’ll need a stock removal abrasive that is a coarser grit (typically 60-80).

Abrasives manufacturers are increasingly offering dust-free options in their product lines. Review your inventory to ensure you can offer customers the latest advances in abrasives.

Photo courtesy of Mirka

Prepping for paint would utilize a finer grit (around 120-150). Even finer grits would be used for in between coats to smooth out any imperfections that may be present to achieve a higher quality finish (typically 220-320).”

Mirka has abrasives that are compatible with dust-free sanding, so review potential options to add to your inventory.

“The family of Abranet Abrasives by Mirka is more than 90 percent dust-free efficient, works with any vacuum, block or tool, and is available in many sizes and grits,” says Adams. “One of the many advantages of net sanding is that the product is based on ‘net’ technology, which usually has a longer life span than traditional abrasives. Users of these abrasive sanding solutions know this translates into savings, in other words, better profitability and competitiveness.”

Having a longer-lasting abrasive can save money, and also keep the user

“One of the many advantages of net sanding is that the product is based on ‘net’ technology, which usually has a longer life span than traditional abrasives. Users of these abrasive sanding solutions know this translates into savings, in other words, better profitability and competitiveness.”

—Sam Adams, industrial key accounts manager

from gripping onto it longer than is useful as they complete their project.

“Abranet maintains its aggressive properties over the entire surface, and the removal of dust particles eliminates loading and pilling problems,” Ross says. “With this functionality, sanding becomes more consistent and efficient, while extending the lifespan of the abrasive.”

Surf’s Up Skylar Faria, owner of SurfPrep, has spent a lot of his 35 years in the industry visiting and collaborating with large OEM manufacturers of furniture, cabinetry and millwork, woodshops and wood workers, logging their difficulties and seeking to come up with ways to streamline their work. His answer was to gather a selection of often-used products into a kit

Perfection from any angle. + 180˚ flexibility + 100% comfort

+ Less than 8 lbs.

FEATURES:

• Full Force System - Random orbital movement in combination with unique pad design enables Mirka to leave out brushes. 100% of sanding pressure actually goes to sanding.

• Brushless Motor Technology - Enables compact design and no need to change carbon brushes, less downtime. Constant speed under load, no loss in efficiency under heavy pressure.

• Dual Suction Points - Less dust in the air and clean abrasive cuts better.

• Bluetooth® Technology - Monitor vibration exposure and register for additional warranty with only a few clicks.

For more features + information on the complete LEROS system visit: go.dustfreeperfection.us/PDR-LEROS

mirka.com

P. 1.800.843.3904 E. custserv.us@mirka.com

that is simple to work with and understand that serves the refinishing market along with the pro. Better yet, it comes with an instruction sheet. The more they read, the more it makes sense. If you become familiar with what’s in the SurfPrep box, you can help recommend what your customers will need from it when they get it home.

Not only that, Faria says the system will save money, the abrasives last a lot longer and these products can save the wrists, palms and fingers from clawing through 25 pieces of sandpaper during a project.

“I learned I had to develop a system that is user friendly, something someone could grab and use on a weekend and get to their work with a lot less frustration and defects,” he says.

Independent paint and decorating retailers may need to help customers overcome the fear factor and help shoppers take charge of projects, even if they seem intimidating on the surface.

“The biggest fear for most people is they’re afraid to start the project because they’re afraid they’re going to damage it,” says Faria. “If a pro is refinishing a

desk from 1930, and they need to sand it down to the original oak, and the top is a veneer, unless they take the right product to that substrate, they can burn through the veneer and create problems.”

Another reason to advocate different products is the round peg in a square hole—if someone’s buying discs, a round sander won’t fit into square corners, says Faria.

“You have to take that disc off the sander, roll it up and sand into the corner, and that changes the surface texture of the wood,” he says. “To solve this problem, SurfPrep developed products that bring a rectangular tool instead of a round tool to get rid of hand sanding inconsistencies in the corner.”

Having a group of products on-hand in a kit makes it easier to pick the right product since they’ve already got it, along with instructions to help them choose.

A quick education on abrasives—some smooth talking—can convince your customers that spending a little more on sundries is truly worth the investment, by providing both time savings and outstanding, personalized results.

Helping customers understand new advances in abrasives can help them tackle more challenging DIY projects, save time and see your independent paint and decorating business as a trusted partner in all projects.

Photo courtesy of SurfPrep

By Karon Warren

Painting Up and Down the Coast

Serving Contractors Is Rooted in This Florida Retailer’s History

When Tyler Rasmussen, president of Regal Decorating & Paint Centers, says he has a heart for painting contractors, he comes by it naturally. In fact, it’s a family connection that started back in 1973.

In 1973, Rasmussen’s grandfather Neil started Regal Decorating & Paint Centers with a business partner. Neil himself was a painting contractor and wanted to continue to paint so he left the day-to-day business of running the paint store to his partner. However, a year later, the business partner departed, and Neil was left with a paint

store he didn’t want to run. So, Rasmussen’s son, Steve—Tyler’s father and a painter and paper hanger himself—took over operations at the age of 19 so Neil could continue as a painting contractor.

When Tyler followed in his father’s and grandfather’s footsteps, he did so with the same mindset.

“We really have a heart for painting contractors,” he says. “It’s in our blood. My grandfather was a painting contractor, my father was a paper hanger, so we understand and relate really well to painters.”

“We are really dedicated to being a full-service paint store that caters to the painting contractor. We try to have everything a professional painting contractor could possibly need.”

—Tyler Rasmussen, Regal Decorating & Paint Centers

Through the years, that focus has never waivered. In fact, 90 percent of the company’s business is with painting contractors.

“We are really dedicated to being a full-service paint store that caters to the painting contractor,” Rasmussen says. “We try to have everything the professional painting contractor could possibly need. We don’t want to be a boutique paint store.”

Learning From the Experts

Based in West Palm Beach, Florida, the first location of Regal Decorating & Paint Centers has now expanded into 17 locations throughout the state.

In addition to a full line of paint tools and sundries, the stores offer the full line of Benjamin Moore paints, ChemCraft lacquers and Richard’s Paint.

“We offer house paints along with high-performance furniture finishes to high-performance floor coatings

and industrial coatings,” Rasmussen says. “We serve a large breadth of products that cross different segments of coatings, so we’re unique in the amount of products we offer that fit different niches. A lot of the industrial coatings and more complicated systems we get involved with separate us in our technical knowledge from other paint stores.”

Because many of the stores are located in affluent Florida communities, Regal Decorating & Paint Centers serve contractors who do residential repaints and, in particular, high-end contractors who specialize in decorative finishes, high-gloss ceilings and specialty coatings.

“It’s an extremely technical business rather than the typical residential repaint, like if they were painting my house,” Rasmussen says. “They’re not just putting paint on a wall. They’re taking trim and making it almost like an automotive finish.

Regal Decorating & Paint Centers has made inroads selling paint to homeowners associations and condominium communities, and one key reason is because of the operation’s relationship with Benjamin Moore, says company president Tyler Rasmussen.

They’re doing high-gloss ceilings and decorative finishes in massive mansions with these incredible paint jobs.”

Rasmussen says the long-lasting relationships the company has developed with high-end contractors have given staff the opportunity to learn the unique processes that go into specialty paint projects.

Of course, this dedication to learning pays more dividends than just repeat business from those highend contractors.

“Learning helps us take that knowledge base and take it from that premium customer and spread it out to the entire market,” Rasmussen says. “They’re not going to do everything the same as they do when they paint a highprofile celebrity’s house, but there’s a lot of things we can learn and take to the guy who’s painting my house.”

As such, training remains a top priority at Regal Decorating & Paint Centers.

“We do quite a bit of training, lots of hands-on training, where we apply specialty coatings, spray and sand, and so on,” Rasmussen says. “We put the products in our staff’s hands.”

In fact, the company holds one-hour weekly training sessions over 10 weeks that focus on two key components. The first component is learning how to work with and apply a specific product.

“It’s usually a unique product like a furniture coating, primer and so on,” Rasmussen says. “It’s pretty easy to teach the everyday stuff, and it doesn’t take long to learn what gets you through with 80

percent of the people who walk through the door. That’s pretty common; it’s the same questions over and over again. But we say you become really special as an associate when you are able to have that last 20 percent of knowledge. There are so few of those knowledgeable people that they become very high demand, so we’re constantly training on those things that not every paint store has or is complicated for every associate to understand. Those are the things we think we really separate us.”

The second training component focuses on core values or principles that apply to providing exceptional customer service, such as, “Slow to speak, quick to listen.”

“Those principles are valuable as a store associate, but even more valuable for life,” Rasmussen says.

Opportunities Abound

Another focus area for Regal Decorating & Paint Centers is its technical sales group that specializes in condominium, homeowners association and commercial and retail painting projects. The Regal sales representatives in these groups meet with HOA and condo board members to pitch Benjamin Moore paint for their projects, and, once approved, the specs are passed along to the painting contractors, who purchase their products from Regal Decorating & Paint Centers.

South Florida has a large condominium population and a lot of HOA units are painted as a group, so there are many opportunities to court this business,

which currently accounts for as much as 20 percent of the company’s overall sales.

“We are blessed by God to be in one of the best paint markets in America,” Rasmussen says. “We’re in a very affluent community with Palm Beach. Most of our stores serve waterfront communities up and down the coast. We’ve been really blessed to be in a part of America that requires a lot of maintenance because of the South Florida ultraviolet and salt exposure. Buildings need to be painted very frequently here. Also, we’re in one of the wealthiest areas of the entire country, so that’s just us being fortunate to be in one of the best places in the country to sell paint.”

Currently, there are six outside sales representatives who are focused on that market. Rasmussen credits the store’s relationship with Benjamin Moore as a key element in obtaining this business. Because many HOA board members are from the northern U.S. where Benjamin Moore is well known, Rasmussen says carrying Benjamin Moore products

Paying Blessings Forward

Rasmussen remains focused

“This company is successful only because we’ve been blessed by God to do so,” Rasmussen says. “Because of that, we are to be good stewards of that gift by providing a good workplace and customers.”

The second goal is to have the best paint stores in the world, he says.

Regal Decorating

“We see our associates as the most valuable assets we have,” he says. care of them.”

In addition to training, that means staying up to date on solutions that will make the job easier for professionals.

“We try to stay on the cutting edge of painting technology,” Rasmussen says. “We try to help painters by reducing their time on a project. We love painters. We think painting is an honorable trade, so we train our people to value them.”

When asked what the future holds for Regal Decorating & Paint Centers, Rasmussen says he wouldn’t pretend to know.

“I want to offer great opportunities for the people who work for us,” he says. “I want to continue to create opportunities for people to have great careers. Our success is not defined by the number of stores we have or gallons of paint we sell.”

Finishing any hardwood project means your choice of brand may make or break the results. So why use anything other than an industry leading brand with the reputation to back it?

Independents in Focus

At Home in Wallingford

South Broad Paint & Home Center Strives to Be a Community Resource

Mark DeLucia, co-owner of South Broad Paint & Home Center in Wallingford, Connecticut, has a powerful philosophy for his company: “You can’t be in business just to do business. You have to help people.”

DeLucia and his business partner, James Carlozzi, have spent the last five years doing much more than business.

“We’ve been in this location for a few years, but we’ve been in the business about 20 years each,” says DeLucia. “When we came to Wallingford in 2015, our first order of business was to become ingrained with the community.”

From the very start, their goal was about more than the store’s bottom line. DeLucia and Carlozzi wanted to be resources for their community and role models for their families.

“It’s really important to establish early that it’s more than just about business,” DeLucia says. “It’s about people—relationships with people and with community members.”

Last year, South Broad Paint & Home Center partnered with a group of local volunteers to repaint and repair 54 homes in the local community. The homes needed everything from a fresh coat of paint to a wheelchair-friendly access ramp. In just one week, 350 volunteers repainted and repaired 54 homes for low-income, elderly and disabled residents in the community. To support the Wallingford Workcamp, South Broad Paint & Home Center worked with PPG Paints to provide paint and paint supplies for the various projects.

Meanwhile, DeLucia and Carlozzi continue to support under-served communities in other ways. Twice a month, South Broad Paint & Home Center hosts a work crew from the nearby organization, Abilities Without Boundaries, which helps individuals with intellectual and developmental disabilities lead more productive and fulfilling lives. Through its employment partnership with the organizations, South Broad Paint & Home Center welcomes the work crew to help with tasks like vacuuming, sweeping, washing windows and other upkeep.

“It’s a great group of hardworking individuals,” says DeLucia. “They take a lot of pride in their work.”

In addition to these pursuits, South Broad Paint & Home Center has sponsored a local youth softball team, donating a digital scoreboard to its field. The business also maintains a kid-friendly area for children who accompany their parents to the store.

James Carlozzi (left) and Mark DeLucia co-own South Broad Paint & Home Center with a focus on their store being part of the local community.

“Our goal was to get ingrained in the local area not only to establish ourselves as a business, but also to let people know we’re professional, we’re here to help and we’re here to provide a service,” says DeLucia.

Five years in, South Broad Paint & Home Center appears to have accomplished this goal—but the commitment won’t end any time soon.

This article originally appeared as part of the “Local Memories, Lasting Impact” series from Independent We Stand that highlights small, locally owned businesses and the differences they make in their communities. Learn more about Independent We Stand at independentwestand.org and turn to Page 52 to read this month’s guest column from IWS co-founder Bill Brunelle.

By Jerry Rabushka

Never Out of Reach

Mr. LongArm’s Innovations Stretch Beyond Extension Poles

When R.D. Newman, founder of Mr. LongArm, invented the first telescoping extension pole in 1958, he was trying to help a professional painter reach greater heights. The idea for the first aluminum extension handle came while Newman was making a sales call on a paint business in Wichita, Kansas. The building owner and a paint contractor, in an effort to access a higher area of the building, were trying to tape a roller frame to a piece of regular electrical conduit. It was a bit clumsy, and it got R.D. thinking that there had to be a better way. He looked into aluminum as a replacement for the heavy and unwieldy conduit.

The answer led to the production of the first known aluminum extension handles, and the formation of the company that would become Mr. LongArm. R.D. and his wife, Mimi, started showing their products at trade shows. Since then, the company has consistently provided unique solutions for common problems.

“Mr. LongArm has continued to prosper to great extent due to its ability to listen to and meet the demands of its various markets,” says company president Deré Newman.

Now, 62 years and over 300 products later, the company is still looking for that better way, and works hard to help customers by providing easier access to their projects, whether it’s up on a wall, down on a deck or even just a foot or two away.

The products have changed and improved as their manufacturing technology moves forward. Initially, Newman says, they were made entirely from aluminum.

“From the machined threaded ends to the chucks and collets and even the end plugs, all components were shiny and sleek aluminum and handmade,” she says.

Since then, machines have edged their way into the process.

“Today, with the exception of some highly intricate customization for OEM, our manufacturing processes are generally automated,” Newman says. “Additionally, while aluminum is still a mainstay in our extension poles, we also produce extension handles that are all fiberglass (which keep bacteria at bay, too), steel, a combination of fiberglass, aluminum and steel, and even carbon fiber.”

The products have become easier to use over the years as well, incorporating ergonomic designs, robust locking mechanisms and lightweight materials.

“These materials all come together to make the use of extension handles for tasks and projects faster, safer and easier,” says Newman.

The Long and Short of It

The company’s extensive catalogue helps you stock the right mix of products to satisfy your customers. And like with most paint sundries, finding out the scope of the project it’s intended for can make it easier to recommend the best one for the job.

With an extension pole, both too long and too short can be a problem, but a few quick questions will help you send your customer home with the right poles to get the job done correctly and much more comfortably.

“Each product is designed to optimize human performance for particular tasks,” says Newman. “Though each type of extension handle suits itself well to many tasks, using the correct extension handle for a specific purpose is key to maximizing the customer’s time and completing a job correctly.”

A lightweight pole can make a big difference, both with a DIYer who isn’t used to painting all day and with a pro who is.

“Not surprisingly, the length of time a project takes has a direct influence on the user’s level of fatigue and enthusiasm,” says Newman. “The weight of the tool, in this case the extension handle, is a primary factor in fatigue, but so too is the way the tool is gripped and the height the pole needs to reach. For those reasons, we remain focused on the ratios between weight and strength of materials and finish (smooth, fluted, soft grips, etc.). In most cases lightweight, but strong with reduced flex is best. Our products are universal and work well with most other brands of poles and accessories. That gives them a huge advantage over proprietary tool systems.”

Along with extension poles, Mr. LongArm produces items for the janitorial, sanitary supply, marine industries and window washing industries.

“Other products include applicators for staining a deck, lightbulb changing, the best wash brushes (so we’ve been told by our competitors), solar cleaning kits and Woodmates, the first stain applicators specifically for decks that make up an entire category,” says Newman.

It’s also important to note that the extension poles are made in the U.S.

“By purchasing products that are American made, we are all playing an important role in keeping Americans employed and helping maintain a strong U.S. economy,” says Newman.

People Make the Difference

Newman is proud not only of the long history of innovation, but also of the staff who makes it possible and makes the company a great place to work.

“In analyzing our success, it always comes back to the people who have worked for Mr. LongArm for so long,” Newman says. “It’s a close-knit group. We all know one another. We know our employees’ children and spouses. Without our employees’ enthusiasm, dedication and the belief that we perform and incur responsibility to our customers and end-users, we wouldn’t have progressed from that very first aluminum telescoping extension pole to be a world leader. Without them and without their attitude and their willingness to look at things from a fresh and new standpoint, we wouldn’t be here.”

Now more than ever before, the staff is required to look at things with a fresh perspective, as they’ve had to do some quick change to keep going during the coronavirus crisis. Just keeping up with the news can be as exhausting as painting a room with a too-heavy extension pole.

“The effects of the COVID-19 pandemic have been so wide-ranging, with advice and guidance coming from almost every direction, that it’s been a challenge to keep current on the latest information,” says Newman. “Marry the information bombardment with the disruption to the supply chain and you get ever greater hurdles for business.”

Many of Mr. LongArm’s products are crucial for the operation of essential painting and cleaning work, and along with that, DIYers who are stuck at home are all about putting on a fresh coat of paint, so the products are still doing a quick turn through their distribution channels.

“Meeting those demands is where people can choose to make positive contributions,” Newman says.

Pandemic or no, she says, it’s still about who walks in and out of the company doors—or more recently who dials in to Zoom. The crew members at Mr. LongArm headquarters have come together to support each other even as COVID-19 has forced them to stay apart.

“It remains true that a business’s most important asset is its people. Never in recent memory has so much been dependent upon the commitment and will of individuals working as teams to help others,” says Newman. “As such, Mr. LongArm continues its promise and untiring efforts to do all that’s possible to support its employees. The beauty is that our employees, in turn, give their untiring efforts to support not just the company itself, but our customers as well. Especially right now, it’s a beautiful thing to experience.”

Mr. LongArm has continued to develop and improve its tools based on feedback from professional painter and other end-users.

Fresh Coat

3 Ways to Elevate Your Online Presence

Establishing an online presence is a requirement of operating a business today. That has proven to be the case over the last several months as consumers have prioritized placing orders online and opting for delivery or curbside pickup.

1 Try Your Hand at Video

Whether you hire some to take video of your store or you grab a phone and record associates doing product reviews, video makes a significant impact online. Your customers will appreciate the ability to see you and your staff in the store and you can give them insights into new products and projects.

2

While selling doesn’t need to be the key reason you have an online presence, putting your brand in front of prospective customers is a key way to earn their in-store business. Check out these tips to elevate your online presence and get started on amping up your online activity.

Go Beyond a Facebook Page

Social media is a critical component to a comprehensive digital strategy, but it can’t be the only place your business exists online. You can better control your brand on a customized website. You also have the opportunity to use key words to draw people to a website better than you can to Facebook alone.

Invest in High-Quality Photos

To bring in new customers, your store’s appearance and putting your employees front and center online can go a long way. Hire a local photographer to get interior and exterior shots of your business. Also get headshots of your staff and put them up online with bios so your customers know who will greet them when they arrive.

WInvest in Your Operation

3 Ways PDRA Training Can Help Your Business Compete

hen you invest in training for your staff, it sets your operation up for ongoing success. The PDRA offers a comprehensive training program for everyone on your team, from new retail associates to veteran store managers. Take a look at how training can improve your operation, then visit pdra.org/education for more information.

Improve employee retention. The more you invest in your employees, the more they give back to your operation. Knowledgeable employees can better serve customers, which gives your team members a sense of purpose on the salesfloor. Give your staff the tools they need to grow in their roles so you can keep experts on the payroll.

1 2 3

Increase transaction size.

The more employees know about common products and projects, the more add-on products they can suggest to customers to help make their tasks easier. That means you’ll see the boost at the register, too. Check out the Project Pro course from the PDRA’s training program so your staff can address any questions customers have.

Keep your store safer.

From shoplifting to workplace injuries, there are a range of loss prevention and safety incidents that could happen in your store. With a more informed team on the salesfloor, you can enlist everyone to help prevent these occurrences, which keeps your inventory, your staff and your customers safe.

Top Your Training List With PDRA Resources

Whether you employ two people or 200, there is always someone on your team who could benefit from training. The PDRA training program is your go-to resource for implementing and executing comprehensive training.

Training Members get access to industry-specific interactive training programs that get your newest associates up to speed and give your veteran employees a refresher on the basics. If you think you don’t have time or the staff to develop a training program, think again. The first component of the PDRA Training Program that makes creating a program a cinch is the Train the Trainer guide.

Here’s an overview of the guide to see the benefits of implementing a trainer’s training program today. For information on becoming a PDRA Training Member, visit pdra.org/education.

• What it costs to not train.

Get the details on how a training program improves staff retention, productivity, sales and more.

• How to set up a program.

From setting your training goals and timelines to developing reasonable outcomes and requirements, the guide helps you plan it all.

• Evaluating who will make a strong trainer.

This person may be you or it may be someone you can delegate to. The guide helps you determine the best choice.

• Deciding the course of action.

Whether you want your plan to include on-the-job components or if you want to mandate everyone complete the PDRA online training courses before they hit the salesfloor, the guide walks you through the distinctions.

PDRA Training Highlights Knowledge and Service

See the other programs that are available through a PDRA Training Membership here and learn how they might apply to your business.

Customer Service Training

• PDRA Customer Service Specialist

Become a customer service pro, in any situation.

• Selling Skills

Know how to complete a sale, from greeting to receipt.

Knowledge Training

• Project Pro

Be prepared to answer your most common questions.

• Basic Training in Merchandising

Set up displays to encourage sales and enhance your store.

• Basic Training in Loss Prevention

Protect your inventory, your staff and your customers.

• Trainer’s Toolbox

Quick tips and study guides for new associates.

Guest Column Independent Operations

Put Yourself Out There

4 Strategies to Tell Your Main Street Story

Small businesses are a lot like rooms. Each business serves a particular purpose and has a distinct style. Collectively, they make up a vibrant, comfortable and safe home for the community. And just like impeccably designed rooms, each small business has a unique story to tell.

Your business’s Main Street story is its unique biography. It conveys what makes your business special, from its family history to its future plans. Did you inherit your small business from generations of relatives before you or did you start it up yourself over the last five years? Do you sell locally made products or offer in-house design services? What causes do you support and why do they matter to you? Your answers to these questions are the elements that define your Main Street Story.

Once you’ve outlined your Main Street story, it’s time to share it with the community. Telling your story gives customers a meaningful anecdote that helps them remember your business and makes you stand out from the crowd of faceless big-box and formula retailers. Plus, it’s an easy story to tell. Here are four tips to get started on telling your story.

1. Be social. This year, in particular, virtual communication has become essential for brands and businesses. Even as customers begin to return to the store, social media keeps the conversation going once they leave. Share photos and videos of your store and your employees that highlight the personal side of your business.

2. Thank your customers. When customers do return to the store, show them what their support means to your business and your family. Don’t be afraid to make it personal. As they leave the store or as they make a purchase online, provide customers with a small card or token that thanks them for their purchase and introduces them to the family they have helped support.

3. Boost your branding. What do your shop windows, purchase bags or e-newsletters say about your business? Chances are, you promote your business as a reliable retailer of highquality products, but your branding should also go beyond your inventory. Incorporate phrases like “locally owned” or “family business” into your branding materials, as applicable, to provide subtle reminders of your Main Street identity.

4. Team up. When it comes to brainstorming ideas like these, you don’t have to do it alone. Team up with your local Main Street organization for more ideas and strategies to tell your business’s story.

Learn more about how to connect with other independent retailers at independentwestand.org

Bill Brunelle is the co-founder of Independent We Stand, which educates communities about the benefits of shopping locally. IWS inspires small business owners to celebrate their local status and community value. IWS is sponsored by STIHL, Do it Best Corp. and PPG Paints.

Jim Donnelly, owner of Flanagan’s Paint & Supply, with two locations in St. Louis tailors his operations to the needs of the local communities.

ANew Platform Creates Buzz Finish

s of last month, decorative painting professionals have a new e-learning resource. The recently launched website, ThePaintHive.com, is an instructional platform with a focus on paint professionals who are seeking to learn new techniques or grow their businesses.

“This is not a craft or marketplace website,” says creator Monique Rogers, who has worked in the paint industry for 30 years, including as marketing director at Modern Masters and member of a decorative painting business. “We wanted to create a platform where master artisans can pass on their skills to make sure the art forms are not lost.”

Rogers says she and her partners, Regina Garay and Gina Vivona, require instructors to meet strict criteria to be included on the platform.

“I like to say we hire chefs instead of cooks,” she says. “Our instructors teach the foundations and fundamentals of craft not just the recipes.”

The Paint Hive courses include career-building classes that cover the basics, including How to Prep a Room for Painting and How to Pick the Right Tape for the job; and portfolio-building classes, such as Creating Faux Montpellier Limestone and How to Master Allover Stenciling. The Paint Hive also offers project-based classes, including How to Paint a Pet Portrait and Using Your Drip Boards as Artworks. All courses are virtual and available for viewing upon enrollment.

Rogers says, as The Paint Hive grows, the team also plans to add business classes to support decorative painting startups.

“Whenever there are problems or changes in the economy, we see an increased interest in decorative painting as a startup business and a service,” Rogers says. “Now we’re seeing a resurgence. We’re excited to be a part of it.”

The Paint Hive recently launched a platform where paint professionals can learn new techniques from experts.