PAINT DECORATING&
©2017 Benjamin Moore & Co. Benjamin Moore, Paint like no other, and the triangle
Moore & Co.
A Contract to Succeed
Fostering relationships with contractor customers can be a key way to compete against big-box rivals. Learn from two retailers with unique backgrounds how to cultivate friendships and sales with the pros.
New York State of Mind
Gunning for Sales
Understanding caulks, sealants and caulk gun capabilities can be pivotal to increasing add-on sales and helping customers complete their renovation projects. Discover the latest advances in caulks, sealants and caulk guns to share with your team.
Gregg Goldberg, the fourth-generation owner of Goldberg Hardware in Tarrytown, New York, knew he’d be an independent since he was a child. Discover how he’s keeping traditions alive at his 115-year-old business.
A New Leaf
Even small actions to safeguard the environment can have a big impact. Learn some of the latest green building statistics and what you can do to prevent paint pollution from Brett Rogers, director of communications for PaintCare.
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, $33.00 in U.S., payable in advance. Canada add $10.00, and foreign countries add $16.00 to above charges. Single copy $5.50, except July issue $15.00. 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 & Decorating Retailers Association, 2019.
Cover photo by Kelsey Truex
From Dreamers to Doers
One of my wife’s favorite things to do when she is out wandering on a Saturday is to stop into a local paint store and pick up color samples. Even if we aren’t necessarily thinking about a remodeling or painting project, she likes to collect samples for that day when we do decide.
My wife is also a browser when it comes to home improvement projects in general. She loves looking at paint, wallpaper, cabinets, fixtures and all sorts of items for the home. This is how she relaxes, and when she is shopping, she requires a certain level of engagement from the employees in the store to help her imagine new projects.
You probably have a lot of customers just like my wife: Homeowners who want to get lost in a world of possibilities. You know who doesn’t like to browse? Contractors.
Retailers who can find a way to go above and beyond for their professional customers can secure an even greater hold on this market .
Unlike the weekend warriors wandering your aisles, the contractors you do business with need to get in and out of your stores as quickly as possible. They also need to know that you are going to have what they need to complete their jobs in the most efficient manner possible.
In this issue of Paint & Decorating Retailer, we take a look at how to best serve your contractor customers, which is a pretty important topic for any retail operation looking for growth opportunities.
Focusing on things like order accuracy, expediency and convenience for customers can be key to earning and keeping contractor business, but retailers who can find a way to go above and beyond for their professional customers can secure an even greater hold on this market.
Considering features like outside sales teams, special contractor events, expanded delivery services, customized pricing and dedicated service representatives can all factor in to how well you can meet the needs of this lucrative customer segment.
So while you still have to focus on creating a comfortable environment for the DIY dreamers and browsers who paint walls just for the fun of it, make sure you spend the same amount of time considering how to exceed expectations for the shoppers who paint walls for a living.
Dan Tratensek DanT@nrha.org
Publisher/Director of Sales
Dan Simon dan@pdra.org
Phone: 800-737-0107, Fax: 636-229-4750
Editor-in-Chief
Dan Tratensek dant@nrha.org
Contributing Editors
Diane Franklin
Heather Kauffman-Peters
EDITORIAL, DESIGN & PRODUCTION
Features Editor Melanie Moul
Lynnea Chom Marcel Cornett Chad Husted Todd Taber Kelsey Truex Nancy Vondersaar
Association Coordinator Tina Sullivan tina@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
A true oil compliant everywherenot a modi ed oil
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NO ashing, shiners, peeling or cracking
Wood can have up to 20% moisture
Top ranked oil stain by DeckStainHelp.com (where consumers nd exterior stains)
Two layers of protection with a single brush stroke
Formulated for a single coat
When desired a second coat can be applied wet on wet or wet on dry
Will not be sold through Big Box stores or global internet retailers
One formula for all applications
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Transparent, Semi-Transparent, Hardwood and Semi-Solid colors
Family owned with a history in wood preservation dating back to before the Civil War
The Big Picture
A Dazzling, Floating Display
Historic New York fireboat John J. Harvey received an eye-catching paint job in June as part of a Public Art Fund exhibition titled “Flow Separation.”
According to artist Tauba Auerbach, who designed the exhibit, the boat’s “dazzle camouflage pattern” was inspired by World War I ships that were painted in bold animal camouflage and avant-garde patterns in order to confuse enemy submarines that were tracking their distance, direction and speed.
“With Flow Separation, I didn’t want to ignore the John J. Harvey’s identity, so I took the boat’s usual paint job and scrambled it,” says Auerbach. “The palette also exaggerates the fact that ‘dazzle’ was more about confusing and outsmarting than about hiding. I like those instances where cleverness is an antidote to brute force.”
The very dazzling John J. Harvey will cruise New York harbor, providing rides to the public until May 12. Learn more at 1931fireboat.org
Photo courtesy of the New York Public Art Fund
Keeping Cool
Rooftop Coating Achieves Top Rating for Reflective Abilities
Keeping a cool head can be important in many situations. However, it can be hard to keep your temper and temperature in check if your office, home or place of business is under direct sunlight. Buildings that don’t have regular cover from the sun may experience overpowered air conditioning units. A preventative measure may be rooftop coatings to help mitigate the transfer of heat through roofing materials.
Nygra Coatings manufactures just such roof coatings. The company’s pioneer heat-reflecting paint Nygra Flex White Coating was recently recently received a solar reflectance index rating of 109 by the Cool Roof Rating Council’s Product Rating Program, which is among the top ratings in the industry, Nygra says.
“This rating of our new formulation ranks Nygra’s white cool coating among the best of class,” says Sean O’Brien, senior vice president of Nygra Coatings. “While hot climates are particularly impacted by building heat,
it is a critical issue everywhere, leading to increased air conditioning costs. Our paints dramatically reduce building temperatures and the need for air conditioning while lowering the overall environmental impact.”
Nygra Coatings also offers heat-reflecting paint in black, which allows it to be used in areas where glare from reflective coatings is regulated. Both white and black coatings are available in Rigid and Flex formulations, allowing them to be applied to different roof surfaces.
“Traditional black roofs significantly increase building temperatures,” O’Brien says. “Unlike traditional bright white solutions on the market, our product does not reflect damaging heat onto neighboring buildings. Because they don’t produce glare—a significant problem around airports— Nygra’s black coatings provide a solution for those locations where white coatings are not an option.”
For more information, call 978-459-4500 or visit nygracoatings.com
THE PERFECT MEANS
Product News
Leather Rugs
The Leather Rugs Collection from Rug’Society includes a wide variety of high-end rugs designed and made by expert artisans, crafted from a selection of hides and leathers with the best finishings. The rugs are made from European cow hides in Italy, Spain and Portugal and come in three sizes. Rug’Society hmarques@rugsociety.eu or rugsociety.eu
Sheet Mover
Plywheels is a small dolly designed to move one or two sheets of plywood, drywall or other material that fits into its max 1 ¼-inch slot. It has two wheels and can support up to 280 pounds. Other items it can transport include cardboard boxes, slabs of marble, sheets of metal or glass. Plywheels
818-454-3782 or plywheels.com
Extension Pole
The Sturdi-Extend extension pole features a fiberglass outer tube with a steel inner tube that combine for a double-locking feature. The ¾-inch metal thread that is commonly used on tools for painting, cleaning and other applications. It is available in extended lengths of 4, 6, 8 and 10 feet.
American Select Tubing 217-234-7300 ext. 831 or astubing.com
Designer Wallcoverings
Farrow & Ball offers over 300 wallpaper designs, ranging from geometric patterns and florals to stripes and scenery images. Multiple layers of paint on each roll of wallpaper creates a texture unique to Farrow & Ball wallcoverings. The company’s wallpaper designs are assembled using the same highly pigmented paints available for painters.
Farrow & Ball 888-511-1121 or farrow-ball.com
PAINTS MEDIUMS TEXTURES TOPCOATS
DIY Renovations Surge in 2019
Study Shows DIY Renovations Improve Customer Satisfaction
The National Association of Realtors ® says more homeowners are ready to tackle their own home renovation projects instead of hiring professionals. That’s good news for retailers as they enter the busy spring selling season.
Millennials especially are eager to undertake their own home renovation projects, according to the association’s 2019 Remodeling Impact Report: DIY. According to the data, DIYers expressed a greater sense of accomplishment from projects they accomplished, with 97 percent of respondents indicating satisfaction with their completed project, compared to 93 percent who hired a professional.
Survey participants indicated that the No. 1 reason they chose to do a DIY home renovation project was to “increase functionality and/or livability of their home.” Other motivations included a desire to improve a home’s
aesthetic and add durable and long-lasting materials and appliances to their living spaces.
There were interesting generational takeaways from the study as well. More than 70 percent of Generation Z and millennial consumers chose to complete their own home renovation projects, compared to 51 percent of Generation X.
Matthew Shay, president and CEO of the National Retail Federation, says 2019 presents many new opportunities for retailers. He says retail sales grew 4.8 percent in the first half of 2018 versus the same levels in 2017. He believes 2018’s retail momentum will carry into 2019.
Shay cites data from a Wall Street Journal survey in which economists forecast economic growth around 2 percent in 2019 and 2020. The survey also says unemployment will remain low, “supporting continued consumer confidence and retail sales.”
UGL Appoints 2 New Executives
Specialty paint and construction coatings manufacturer United Gilsonite Laboratories has named Joseph M. McGraw to the role of senior vice president of North American sales and announced Michele Margotta Neary as vice president of marketing.
McGraw has more than 30 years of leadership experience with the company.
“Joseph’s market expertise, industry connections, sales acumen and ability to build key relationships fit perfectly with our drive to build the leading network of retail and distribution partners to provide consumers
quality products whenever and wherever they shop,” says UGL CEO Jim Tates.
Neary joined UGL in 2012 as the director of public relations. She most recently served as the senior director of corporate communication and brand marketing.
In her new role, she will be responsible for monitoring and implementing brand strategies to achieve the company’s annual objectives and create long-term growth.
“Michele has proven her knowledge and preparedness for this executive position with her extensive background within the organization,” Tates says.
Gemini Names New Chief Executive
Chris Hicks will now serve as the president and CEO of coatings manufacturer Gemini Industries Inc. He becomes the fifth president and CEO in the company’s 54-year history.
A graduate of Dallas Baptist University, Hicks owned his own sales agency for 22 years. He joined Gemini in 2012 and served as vice president of sales before the promotion to his new role overseeing the company.
As CEO, Hicks says he will place a focus on employee ownership, maintaining the bottom line and driving value for shareholders.
Hicks succeeds David Warren, who died in October after serving as the company’s president and CEO since 2009. Gemini credits him for growing the business into one of North America’s leading independent coatings companies.
Joseph M. McGraw
Michele Margotta Neary
Ramuc Pool Paint Focuses on Helping Customers
Before spring arrives, Ramuc Pool Paint wants retailers to know new products and expert troubleshooting are right at their fingertips.
Founded in New Jersey in 1934, Ramuc Pool Paint is now a leading manufacturer of specialty swimming pool and deck coatings. Marketing manager Rebecca Spencer gives tips for retailers to sell Ramuc products with confidence.
Paint & Decorating Retailer (PDRA): As the spring renovation season begins, what should retailers know about pool paint products?
Rebecca Spencer (RS): One of the biggest points to consider about pool coatings is temperature. To properly apply our products, the temperature should be above 50 F. So in many parts of the country, springtime is the right time to start applying pool paint. Sometimes people wait until the last minute to paint their pools, but by starting early, they can check for any repairs that need to be done and give pool paint enough time to properly dry.
PDRA: Can Ramuc’s products be used by DIYers and pros?
RS: Both professionals and DIYers can use Ramuc products successfully. The most user-friendly product for a DIYer would be the DS Acrylic and our synthetic rubber-based products. Painting a pool is a very simple process; it’s just important to ensure the surface is clean, dry and sound. As long as a surface is properly prepared, DIYers should be able to do their own pool paint projects. But many professionals prefer Ramuc over other brands because the products are easy to use, so retailers can sell to both pros and DIYers.
PDRA: What kinds of training and how-to resources does Ramuc offer for retailers and end users?
RS: Ramuc is ready to assist with any questions. Users can get in touch through our website (ramucpoolpaint.com), and we’ll be happy to answer any questions they have. They can send us a photo of their project, and our team will try to recommend a solution. We also provide a chip analysis. Whether a professional or a DIYer isn’t sure what kind of finish is on their pool, we will do an in-depth analysis of the existing coatings and then recommend which products or application processes they need to use. That’s a free service we offer, and we have a very quick turnaround. Customer service is our top priority.
It’s important to remember that support is available to end users and retailers alike. No matter who needs information on our products, we’re ready to provide the information they need. We offer support via email or phone, whatever’s easiest for the user.
“We never compromise on the integrity of the resins and the materials that make up our products . We use top-quality materials, and that’s a huge benefit to the retailers who rely on product consistency .”
—Rebecca Spencer, Ramuc Pool Paint
PDRA: What are the latest products Ramuc has brought to the market?
RS: We just launched a new product called DS Semi-Gloss. It’s an acrylic, and it has a rough finish, so it’s a great option for the steps or the floor of a pool. It’s a nonslip surface, so there are many ways pros and DIYers can use it to provide extra safety in and around their pool. DS stands for damp set, and that means it can be applied over a damp surface, which is great for areas of the country that get a lot of rain or when a long drying period is not an option.
PDRA: Why should customers and retailers choose Ramuc?
RS: There are several reasons Ramuc is a superior choice. One of the main reasons is our expertise. We manufacture underwater coatings exclusively, so we’ve developed unique formulas that can withstand those conditions perfectly. Also, our customer service is bar none, and we’re very proud of it. We never compromise on the integrity of the resins and the materials that make up our products. We use top-quality materials, and that’s a huge benefit to the retailers who rely on product consistency.
Also, retailers should know that they don’t have to stock Ramuc products to benefit. They can place an order directly with us, and we’ll ship it to the job site and bill it to the dealer. Retailers can benefit from high margins and no in-store inventory requirement when they choose Ramuc.
NEW LOOK - SAME LEGENDARY PROTECTION
n Greater shelf appeal
n Contemporary new look
n Cohesive brand presence on the shelf
1-800-845-5227
n Improved shop-ability
n Easy product comparison and selection
n Expresses functional, decorative and inspirational applications
By Melanie Moul
Foundations of Service
How to Maintain and Grow Contractor Relationships
Ask any independent retailer what the key to running a successful operation is, and you’ll get a nearly unanimous response: a commitment to customer service.
But how do you differentiate your service for a certain kind of customer, especially when that customer requires a certain level of expertise? Specifically, what does it take to attract, retain and serve professionals as an independent paint and decorating retail operation?
In this first installment of a two-part series on how to develop and maintain contractor relationships, Paint & Decorating Retailer magazine sought out the insights from retailers who have the knowledge and experience to serve contractor customers.
In a future issue, Paint & Decorating Retailer will survey contractors to break down those insights into data that retailers like you can use to further bolster the services you provide professionals.
Read on to learn how an outside sales representative and a painter-turned-retailer navigate relationships with their contractor customers in a competitive market.
Hoover Paint operates six locations in the Nashville, Tennessee, area. Architectural and industrial sales representative Jeremy Gunter has worked at the company in a variety of roles for eight years after leaving his previous career as a paramedic.
“I started as the warehouse manager here and worked my way up to outside sales,” Gunter says. “I wanted a change from the stressful work I was doing, but I didn’t know what path I would take once I started at Hoover Paint. I eventually realized that I loved sales.”
While the similarities between a career as a paramedic and a paint sales rep may not be immediately obvious, Gunter says he learned valuable skills in his previous career that he applies to his current job.
“It’s a different kind of stress now, but I handle those situations better because I’ve had the experience of being in the field responding to emergency situations,” he says. “I think it does relate to sales in general. You have to handle so many different situations.”
“Sometimes a customer may call on the weekend, and for whatever reason, they’re in a bind and they need paint . We come and open up the store, make some paint and take it out to them .”
—Jeremy Gunter, Hoover Paint
The situations Gunter’s clients find themselves in today may not be life-threatening, but that doesn’t mean they don’t need to be addressed immediately.
“Sometimes a customer may call on the weekend, and for whatever reason, they’re in a bind and they need paint,” Gunter says. “We come and open up the store, make some paint and take it out to them. It’s not something we do every day, but if that’s what it takes to get the job done, we’re going to do it.”
Gunter’s clients are industrial painters, builders, commercial painters and local small business owners themselves, like Troy Lewis, owner of Lewis Residential Painting in Murfreesboro, Tennessee. Lewis’ team does painting jobs for homeowners and for commercial customers, such as the condos they recently painted, which were about 14,000 square feet.
His goal is to get in and out of a homeowner’s space as quickly as he can, without sacrificing quality. Lewis says a standard kitchen takes him about two days. In order for Lewis to finish a project in that time frame, Gunter needs to be prepared with the right paint and products that Lewis’ crew needs.
Putting Products to Work
When serving customers like Lewis, product knowledge is crucial, says Jeff Mael, co-owner of Hopper and Ro Paint & Design in Great Falls, Montana. Mael gained his product knowledge by running his own professional painting business for nearly 30 years.
“I worked as a painter while I was in college, and then I continued with it after I graduated,” Mael says. “The years slipped by, and all of a sudden, it had been 30 years.”
Mael had been considering opportunities to exit the painting business because of the physical toll the work had taken after so many years. In late 2017, the chance he was seeking arose. The couple he had purchased his paint from for nearly 25 years were selling their paint store, then known as Forsyth Paint.
They had been trying to sell the business for nearly 10 years without any success, and they were preparing to close the store when Mael made an offer.
Jeff Mael (right), owns Hopper and Ro Paint & Design with his cousin (second from left), Rachel Campbell. He bought the business after 30 years as a professional painter.
Mael and his cousin Rachel Campbell, an interior designer, bought the store together.
“I wouldn’t want to do this without Rachel,” Mael says. “An experienced painter and a decorator running a store together. How can you go wrong?”
The only competition in town is a well-known company-owned paint store about a block down the road from Hopper and Ro. When word got out that the original owners were going to close the business, many contractors took their business to the store down the street.
“I would say about 30 to 40 percent of my contractors got swept up, and I’m trying to get them back,” Mael says. “What I have going for me is that I know the painting process and the products. I’ve used most of the products we sell here, and anything I don’t know, I test to become familiar with.”
Mael says his extensive experience as a painter helps him reach out to the customers he lost during the change in ownership. He is confident that his knowledge and the experience he creates in the store will bring them back his way.
“I’ve pretty much done it all, so my history really helps in the way of customer experience,” Mael says. “I can answer 99 percent of their questions, and they feel confident in my answer.”
He says retail store operators can build their own knowledge, skills and confidence by regularly experimenting with the products they sell.
“If your abilities or knowledge fall short, you need to inform yourself, which sometimes means getting your hands dirty,” he says. “For instance, if you have never painted a brick wall, and you spend a day doing that, you gain that knowledge and experience. You won’t just know from something you read or heard, but you have the knowledge of what it took to paint that brick wall.”
While Mael says he can’t compete with the company-owned store on price, he wins over with knowledge, customer service and atmosphere.
“The feeling and the vibe here outshines what they can do,” he says. “It’s a more fulfilling experience to buy paint here.”
Mael says that running a retail operation is much more complex than he expected, and there have been some learning curves when it comes to the business side of the store. But his knowledge has helped bridge the gaps.
“I wouldn’t have bought this business without my experience as a painter.”
Selling to Your Friends
Gunter’s philosophy when it comes to selling paint is simple in theory, but takes care and time.
“I use a strategy called relationship selling,” he says. “I want to know as much about my client as I can. When they have a family member who is ill, I want to know. I know their kids’ names. When we go to lunch, we do talk about paint and new products, but a lot of the time, we’re talking about other things. My belief is that if I have 200 customers on my sales list, I’ve got 200 friends. I try to know something about every one of them.”
Gunter says this strategy works to ward off the competition from big boxes and company-owned stores because, like Mael has experienced in Montana, many professionals are going to choose the less costly option if the experience is the same in both places they can buy paint.
“Honestly, it’s so competitive out there,” Gunter says. “You need to have a good relationship, or they’re just going to buy on price.”
The experience goes beyond the store when a contractor comes to pick up their order or a few additional supplies. Both Mael and Gunter agree that going out to the job site to check on your clients is a key way to maintain relationships with customers.
Hoover Paint.
“I think we need to listen a lot more than we talk . Sometimes we try to make selling too hard . At the end of the day, people do business with people they like .” —Jeremy Gunter, Hoover Paint
Mael had that kind of service when he worked on the other side of the paint can.
“My paint rep who worked here when I was buying my paint from this store was great. If I was 50 miles away and I needed a quart, he would bring it out to me,” Mael says. “I try to provide that same service. That’s a big part of it, making sure people are satisfied with their experience.”
Gunter schedules visits to his top clients throughout the week, and he makes sure to check in on those customers who may have had an issue.
“If someone had a problem the week before— maybe we made a mistake—I’ll put them on the list to visit the next week and make sure everything is OK,” he says. “Every week, I make a list of clients I’m going to see, which are usually the accounts I feel have a lot potential. One time per week, I show up to the job sites with lunch. It’s important to pick one customer and do something out of the ordinary for them so they know you’re thinking of them.”
Mael agrees that visiting job sites can make a big difference in improving relationships with contractors. It also shows your clients that you’re willing to work toward a solution when a challenge comes up in their project.
“A contractor I worked with recently had a big job with a floor that already had a product on it. We had to work together to figure out what product could go over the coating that was already on the floor,” Mael says. “In the end, his experience was better because I was there. I was in the same boat he was, and I was there to help.”
While Gunter enjoys the banter of working with people he knows well and cares about, he says there is one skill that rises above the rest when it comes to maintaining relationships with his customers.
“I think we need to listen a lot more than we talk,” Gunter says. “Sometimes we try to make selling too hard. At the end of the day, people do business with people they like.”
Troy Lewis (left) owns Lewis Residential Painting in Murfreesboro, Tennessee. He has bought his supplies from Jeremy Gunter at Hoover Paint for more than three years.
By Diane Franklin
Sealing Up Your Knowledge
Form a Tight Bond With the Latest in Caulks, Sealants and Accessories
One thing is certain about caulks and sealants—the quality will always improve. Major companies with sophisticated research and development departments continue to bring new technological advancements to the well-established category. Retailers who stay on top of these advancements will be well-positioned to bring better-performing products to their customers.
“Whether a professional or DIYer, consumers are always looking for ways to make a project easier to tackle,” says Jennifer Johnson, group product director for DAP Products. “Caulks and sealants that offer time-saving benefits continue to be in demand. We know that for contractors, time is money. They need to be able to finish their projects quickly and move on to the next job.”
DIYers aren’t interested in wasting time either, which is why a product like the new Dynaflex Ultra Advanced Exterior Sealant will find a receptive following among professionals and homeowners alike. The product features DAP’s Weather Max Technology™ for sealant performance and long-term, all-weather protection.
“Not only does Dynaflex Ultra offer powerful UV protection that resists fading, yellowing, cracking and dirt buildup, it’s also rain- and paint-ready in one hour,” Johnson says.
The sealant is formulated with mold, mildew and algae resistance, and it’s designed to provide exact color matches to the most common siding and trim colors.
Photo courtesy of DAP Products
DAP Kwik Seal Ultra Advanced Kitchen & Bath Sealant features hydrophobic technology that repels water, dirt, soap scum and stains so the sealant stays looking clean. It is also easy to apply, low in odor, cleans up with water and is shower-ready in four hours, says Johnson.
Other sealants from the DAP lineup include Alex Flex® Premium Molding & Trim Acrylic Latex Sealant, which is formulated for use on molding and trim applications to deliver high-level flexibility and adhesion; and Ultra Clear Flexible Waterproof Sealant, an all-purpose, ultra-elastic sealant that provides a clear finish without that won’t yellow or cause other aesthetic issues.
New Tech, New Potential
Among the most noteworthy advancements in the sealant category is the emergence of water-based acrylic technologies. Ray Heck, vice president of marketing for M-D Building Products and Tower Sealants, points this out as a major development in the Tower Sealants lineup of products.
“Over the past couple years, we’ve been working with our raw material suppliers on the development of new sealants based on new water-based acrylic resin technologies that have given our products new application characteristics, higher performance, easier usability and long-term durability,” Heck says. Heck says this new technology works very well in construction-grade applications,
providing strong adhesion to a wide variety of surfaces—from wood to nonporous substrates such as steel, aluminum and galvanized metal.
However, Heck acknowledges that acrylic products are battling a lingering perception that they are inferior to other more well-established technologies in the construction market—notably polyurethanes and silicones—but he adds that the latest advancements in water-based acrylic sealant products have challenged those assumptions. For instance, he points out, polyurethanes are susceptible to UV degradation as well as to cracking and reversion.
Silicones, meanwhile, are an ideal waterproof seal. “But the problem is you can’t paint over the top of it,” Heck says. “They also have trouble sometimes adhering to specific substrates.”
Alan Crupper, senior vice president for Red Devil Inc., concurs that acrylic technology has come a long way.
“New technologies in acrylic polymers over the last several years have allowed acrylic sealants to close the gap on silicone, hybrid and polyurethane technologies,” he says. “Improved adhesion, less shrinkage, better durability, easy cleanup and phenomenal elongation are benefits that end users are noticing.”
Crupper points to Red Devil’s Lifetime® Ultra 230 Premium Elastomeric Acrylic Latex Sealant as an example of this technology.
Continued on Page 32
Lifetime® Ultra Premium is a multipurpose sealant designed for long-term reliability and durability on a variety of substrates.
Photo courtesy of Red Devil Inc.
Take Your Best Shot With Caulk Guns
Shooting for Quality
Newborn addresses the demand for more durable caulk guns through the addition of its Elite Line tools. Tyler Hippen, national sales and marketing manager for Newborn Bros., specifically cites the introduction of Newborn’s new Model 290, which comes equipped with features such as protective trigger housing, a dual-composition comfort grip, protective front cap, high thrust ratio and a seal puncture tool.
“Users are always looking for ways to make their caulking experience cleaner, easier and more efficient,” Hippen says.
Wave of the Future
While caulk guns constructed from metal will always have a place in the industry, composite materials have allowed for designs that are lighter and easier to handle. Dripless Inc. is not abandoning metal tools, but it will be focusing on composite technology as the wave of the future.
“We’re convinced that the future of caulking guns that add value lie in the composite technology of our ETS series guns,” says Tom Allen, director at Dripless. “These are reinforced hydrocarbons that make manufacturing more efficient and deliver a higher-value tool to the marketplace.”
Expanding the Lineup
Staying with the theme of caulk guns with more durability and expanded options for professional users, Red Devil has looked to diversify its lineup of guns. The 9-Inch Extreme Duty Caulk Gun has a 26 to 1 thrust ratio during application with 950 pounds of force. It is useful for highly viscous materials that are hard to extrude, like hybrid adhesives and epoxies.
“We are currently broadening our caulk gun lineup, which was mainly sold into the DIY channel previously,” says Alan Crupper, senior vice president at Red Devil Inc. “Now we have a higher quality line with thicker steel and better thrust ratio to decrease hand stress for the professional user.”
9-Inch Extreme Duty, photo courtesy of Red Devil Inc.
Dripless ETS2000, photo courtesy of Driplesss Inc.
Newborn Model 290, photo courtesy of Newborn Bros.
Color is transformative. It inspires. It soothes. It excites. But, it’s not art until it’s had a proper shake and mix—that’s where we come in. The only way to ensure a proper paint job is to shake it up with the best—a Radia machine. Your customers deserve that.
From paint chip to “WOW” on the wall.
Continued from Page 28
Meanwhile, DAP features a versatile acrylic product that works well in both interior and exterior construction situations. Extreme Stretch Crackproof Elastomeric Acrylic Urethane Sealant is flexible to withstand joint movement without cracking.
“It stretches up to 600 percent and can fill gaps up to 2 inches wide,” says Johnson.
Tower Sealants’ acrylic urethane technology is featured in Tower Tech2, a product that exceeds the requirements of ASTM C-920. It stretches up to 800 percent and features tensile strength through the incorporation of DuPont™ Kevlar® aramid fibers. It’s also paintable and resistant to mold and mildew.
Tower Tech2 is Tower Sealants’ second-generation water urethane technology. This year, Tower Sealants is moving forward with the third-generation of this technology with the launch of AU-1 Commercial Construction Sealant. AU-1 is a highly elastic, high-performance construction sealant with extreme resistance to aging. Its unique formulation includes Aqueous Polyurethane Dispersion, which makes it a candidate for commercial and industrial applications and job sites.
Tower Tech2™ Acrylic Urethane is a one-component, gun-grade sealant designed to meet the requirements of ASTM C-920 specifications.
Photo courtesy of Tower Sealants
Merchandising Methods
One obstacle to selling caulks and sealants that retailers may experience is the confusion that stems from the multitude of options available. DAP is working to reduce this category confusion with such tactics as clear and concise packaging and informative merchandising systems and signage.
“The goal is to make the caulk and sealant aisle easy to shop for the consumer,” says Johnson.
Crupper agrees that it’s important to provide information, but he stresses that it should be carefully tailored to a specific store’s customer base since too much detail can exacerbate confusion. “By seeing the store layout we can maximize the value per square foot,” he says.
One sales strategy Tower Sealants has found effective is to create hands-on demonstration pieces for in-store training purposes. Some demonstration pieces show how Tower Tech2 can span a 2-inch wide gap.
“We leave these behind so store associates can pick them up, feel them and also take them to their customers,” says Heck. “That way, they can see firsthand how our product works. It’s the best way we know to tell the story of what our product can do.”
Alex Flex™ Molding and Trim Sealant is formulated to allow easy tooling and paintability for applications on interior crown molding and trim.
Photo courtesy of DAP Products
By Todd Taber
New York Ambition
Goldberg Hardware Upholds 115 Years of Tradition
Gregg Goldberg has had many customers during his 20 years as the owner of Goldberg Hardware in Tarrytown, New York, but one of his recent customers was someone he’ll never forget.
“My daughter was painting her bathroom, and she came to me for advice,” Goldberg says. “I treated her just like a customer. I asked her if she had any painting experience, got her to take measurements of the room, everything.”
Helping customers—even family—comes naturally to Goldberg. He’s the owner of a 115-year-old business that has served the Tarrytown community’s renovation and construction needs since it began.
Goldberg’s grandfather, Isaac Goldberg, opened the business in 1904, and it has served pros and DIYers ever since. It’s passed from one generation to the next, changing with the times and styles of the country and the town it calls home.
“Tarrytown is a good community; it’s diverse, and you have a lot of people who commute to New York City. There are lots of families here with roots that go way back,” he says.
Whether serving DIYers, professional contractors or even his daughter, Goldberg believes the retail cornerstones of impeccable service, innovative inventory selection and a knowledgeable team serve him well in everything he and the business undertake.
A Lifelong Dream
Goldberg says even though he was born into the family business, joining the independent paint and home improvement industry was always his goal.
“I’ve wanted to be in this industry for as long as I can remember,” he says. “I came into the business since I was a little boy; I’ve known it all my life. I told my teacher in second grade what I wanted to do and it never changed.”
As he grew older, Goldberg learned the ins and outs of running a successful retail operation from his parents and eventually purchased the company to become the fourth-generation owner in 1998.
Though the business started as a hardware store exclusively, over the years, it branched out and began offering paint and sundries as well.
“Paint complements our hardware selection tremendously. People come to get paint from us because they trust us. They listen to us. That’s why we’ve been able to survive,” he says.
For the past five years, Goldberg Hardware has affiliated with Benjamin Moore. The business has offered several paint brands through the years, including Morelo and Arnesto/Paragon in previous years. In the business’s earliest days, Golderg says Dutch Boy was the paint of choice.
Goldberg says he benefits greatly from the company’s name recognition among customers.
“Selling Benjamin Moore products is like selling Hondas; you really don’t have to try too hard,” he says. “The products have wonderful brand name recognition. Becoming a Benjamin Moore retailer allowed me to grow my business, and for me, it was the right decision.”
The Life Cycle of Retail
Even though Goldberg had a clear view of his professional aspirations from a young age, he isn’t immune to the current pressures and complexities that come from running an independent retail operation.
“We’ve got three Home Depots within 10 miles of the store, so we have to stay on our toes,” he says.
“Whenever I can compete with them on price, I know I have to do it. Whether that’s just raising the margin on one item or across several, everything I can do to make a sale is important.”
Another way Goldberg competes against big-box encroachment is with the help of his committed staff. With three full-time employees, Goldberg says his team is small but strong.
“My customers know they can trust my team,” he says.
With a staff full of long-term employees, Goldberg trusts their knowledge of the industry and ability to match customers with the exact products they need for any painting project.
Thanks to its origin as a hardware store, Goldberg Hardware still carries a full assortment of hardware and home improvement products alongside paint and sundries in Tarrytown, New York.
Treating Customers Like Royalty
Having been an active retailer for more than three decades, Goldberg says one of the truths he’s learned about the business is that customers are king.
One of the basic tenets of Goldberg Hardware’s customer service is its commitment to maintaining an environment where every customer feels welcomed and able to ask questions to perfect their painting projects.
“Knowing that pro and DIY customers trust my team just the same, that’s important to me as a business owner,” he says.
Goldberg says his store will become a Benjamin Moore Store of the Future before the end of the year. He is looking forward to the new possibilities
He also keeps his eyes open for new product opportunities. He recently brought in an assortment of YETI products, which he says sold well and attracted new customers.
“I did a phenomenal amount of business with YETI,” he says “In this industry, you have to find your own niche, and that really brought new people through the door. They come in for these products, but then they see my store and that’s important because once you come in, you won’t forget Goldberg Hardware.”
One of Goldberg’s major motivations as an independent is to see customers return year after year, project after project.
“Seeing customers return means they trust us,” he says. “It’s not just about making one sale or getting one account. It’s about establishing true relationships with them.”
Goldberg trains his staff to ask questions to understand a customer’s paint needs. He says this conversation is the entryway to establish a long-term connection.
“Knowing your customer—literally knowing your customer and what they need from your business—is the key to developing a business,” he says. “There’s a real satisfaction that comes from selling a good product to customers who ask your advice and trust your team.”
Goldberg says that one of his favorite things as a retailer is to help walk a customer through a project and then, sometimes days, months or a few years later, seeing that customer return to the store.
“Seeing them come back and give updates on their project, it’s like a feel-good circle. I can see that they trust my store and my team enough to come back for more,” he says.
Coming Full Circle
As the business celebrates its 115th year of business in Tarrytown, Goldberg believes his grandfather would be proud to know the company he started is still serving the community he once called home.
“It’s a lot of responsibility to be the owner of a business that’s more than a century old,” he says.
“But it’s also a privilege.”
Whether helping new homeowners find the perfect shade for their living spaces or connecting contractors with the products they need for large-scale projects, Goldberg feels at home in Tarrytown and within Goldberg Hardware.
“Being a business owner is all I’ve ever wanted to do,” he says.
Gregg Goldberg is the fourth generation to serve at the family business. He says he’s wanted to be a business owner for as long as he can remember.
By Todd Taber
The New Green Opportunities
Tips for Retailers to Safeguard the Environment
Each day, every player in the paint industry has opportunities to turn a new leaf and put their operation on the path to sustainability and eco-friendly practices. Independent paint retailers are in a unique position to help DIYers and professional contractors safeguard the environment by reducing wasted paint, says Brett Rogers, director of communications for PaintCare. Since its inception in 2009, the program has expanded to offer paint drop-off locations in eight states and the District of Columbia, allowing users to safely dispose of paint in a variety of locations, nearly 1,300 of which are paint stores.
Rogers says that roughly 10 percent of all paint sold goes unused by customers and could pollute communities if disposed of improperly.
PaintCare’s mission is to reduce the amount of wasted paint. It also aims to educate retailers on what they can do to ensure customers buy the right amount of paint and introduce them to convenient disposal options to divert unused paint from nature. Read on to review some facts about proper paint disposal. Even if you operate in a state that doesn’t have active PaintCare representation, Rogers has recommendations to help reduce paint waste and the potential for pollution in your community.
Measuring the Impact
Rogers says approximately 800 million gallons of paint are sold in the U.S. each year. If roughly 10 percent goes unused by painters, then about 80 million gallons of paint could potentially pollute the environment if not handled properly.
Speak to customers about their painting project . Not only is this a great opportunity to connect them to specific products to accomplish their tasks, but it’s a chance for you to help them measure the amount of paint they’ll need to get the job done .
Rogers says retailers are on the front line to reduce that figure.
“PaintCare has partnered with a lot of retail stores to provide paint drop-off points to the public,” he says. “Having our drop-off locations mostly located in retail spaces is really convenient for the customer. In many cases, they can drop off their unused paint at those stores six or seven days a week during regular business hours and in centralized locations.”
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As the organization celebrates its 10th anniversary, Rogers says the PaintCare team is proud of the impact it’s had across the U.S. in reducing leftover paint and helping retailers educate customers on eco-friendly practices.
“In our 10 years, we’ve collected well over 30 million gallons of paint,” Rogers says. “I think that’s a huge accomplishment. Beyond that, we’re always looking to find new ways leftover paint can be reused, so PaintCare will continue to find new ways to reuse old paint.”
PaintCare estimates it has collected more than 30 million gallons of unused paint in a decade.
Photo courtesy of PaintCare
What You Can Do
Green building practices are on the rise, so it’s important you and your staff are ready to meet the needs of increasingly knowledgeable pros and DIYers who want the most eco-friendly options for their painting projects.
Rogers outlines some of the ways you and your staff can help customers reduce paint waste with every transaction. For more tips, email info@paint.org.
Help Customers Measure
Speak to customers about their painting project. Not only is this a great opportunity to connect them to specific products to accomplish their tasks, but it’s a chance for you to help them measure the amount of paint they’ll need to get the job done.
Put Paint to Use
Even if you’ve helped a customer measure their space perfectly to reduce paint consumption, Rogers says recommending ways to use any leftover paint is critical. If a customer has leftover paint from a bedroom renovation, suggest they use it to touch up their garage interior or other areas where color might not be as critical.
Point Them in the Right Direction
Even if you don’t operate in a state where PaintCare is currently active, take the time to research convenient paint drop-off sites for your customers. If you have the resources, offer a special paint pickup service. For an added fee, an employee can visit a customer’s home, collect their unused paint and take it to the nearest paint collection point.
Reach Out to PaintCare
Whether you operate in a PaintCare region or not, Rogers says the organization always welcomes outreach from retailers to gauge interest and learn about areas where there is a demand for convenient paint drop-off points. Visit the company at paintcare.org to learn more about the program and get in touch with the team.
Seeusat ALLPROMarch13-17th
Help customers explore their paint recycling options.
Photo courtesy of PaintCare
By Chad Husted
Hitting the Bull’s-Eye
Brush and Roller Manufacturer ArroWorthy Stands the Test of Time
When the company that would eventually become ArroWorthy was founded in 1962, founder Andrew Hazantonis believed there were approximately 50 brush and roller manufacturers in the U.S. Since that time, the paint and sundries manufacturing industry and the company itself have changed quite a bit, with the original name of Arrow becoming ArroWorthy and the number of U.S. manufacturers decreasing to low double-digits.
“We started making natural lambskin roller covers in a small factory that couldn’t have been larger than 3,000 square feet,” says Tony Hazantonis, Andrew’s son and vice president at Linzer Products, ArroWorthy’s parent company. “We were told in the 1960s there were about 50 manufacturers in our field, and there are around 10 now. We believe that’s further proof that only the strong survive.”
Since those humble beginnings, ArroWorthy has grown in its product lineup as well as its footprint. In 1977, Tony Hazantonis joined the company and assisted in moving production into its current 20,000-square-foot facility.
This move enabled ArroWorthy, then still known as Arrow, to expand its manufacturing into a full line of synthetic roller covers and roller frames.
The modern company began to take shape in 1986 with an investment in new brush-making equipment and the founding of a new division called Worthy Brush.
“When we started Worthy Brush, it was with the same ideals and character we had established from our founding day,”
Tony Hazantonis says. “Our business was founded on three principles that have helped us become a trusted supplier in the paint industry: We always use the very best materials in manufacturing our products; we price competitively; and we provide strong service to our customers. This allows our customers to know we stand by our products.”
The company continued to expand its team in 1990.
After Andrew Hazantonis died, Roland Kolilias joined ArroWorthy as a vice president. It was around this time that the current name of the company was officially changed to reflect the dual mission to manufacture some of the finest brushes and rollers on the market.
“The ArroWorthy name represents all of our products and is recognized in the industry for its professional-quality applicators .”
—Roland Kolilias, ArroWorthy
“By combining our two departments of manufacturing, it showed we can represent our products under one brand that stands for quality products and strong customer service,” Kolilias says. “The ArroWorthy name represents all of our products and is recognized in the industry for its professional-quality applicators.”
ArroWorthy’s roller selection is led by its Microfiber and PolyMicro lines. The Microfiber roller cover offers exceptional efficiency with maximum paint pickup for painting professionals. The PolyMicro cover uses a polyamide blend that does its best work on rougher, more textured surfaces. Both lines are available in multiple naps and lengths.
In brushes, two leading lines for ArroWorthy include the Rembrandt brush and the Finultra. The Rembrandt brush line is recommended for latex-based paints, while Finultra’s NYLYN ™ filament blend is recommended for latex, acrylic and low-VOC paints. Both lines are manufactured using solid hardwood handles, stainless steel ferrules and high-quality filament blends.
Growing demand in 2002 allowed ArroWorthy to make another move to secure its future. That year, ArroWorthy joined the Linzer Products family of companies. This alliance gave ArroWorthy access to additional distribution facilities in the U.S. as well as resources to increase its product selection and the ability for customers to receive products in a timely manner.
“We wanted to be in the best position to respond to customer needs with speedy delivery to go along with our quality products. Joining with Linzer Products allowed us to do that,” Kolilias says.
As ArroWorthy celebrates 57 years in business this year, the company is also still in family hands. Tony Hazantonis’ son has joined the company as the third generation of the family to be involved with ArroWorthy.
In the early 1990s, the company known as Arrow began designing natural lambskin roller covers. The addition of brushes, branded as Worthy Brushes, expanded the company’s lineup. Today, ArroWorthy offers high-quality brushes and rollers to the independent market.
3 Ways to Use Facebook Live to Boost Business Fresh Coat
Becoming an expert in social media is almost like learning a new language. There is a host of new vocabulary to learn, and communicating with your followers is different depending on which platform you use. Luckily, in order to successfully build your base online, you don’t need to be fluent. You just need to know the basics.
Give your customers a behind-the-scenes view . Go live whenever the mood strikes, because showing your authenticity will appeal to younger viewers. If you’re mixing a cool color, unloading a big shipment or just having a good time at work, those moments can help you create a genuine connection with your followers.
Facebook Live is one of the easiest platforms to experiment with, and it comes with a big reward. Facebook’s algorithm prioritizes video in your followers’ feeds, so review these tips, grab your phone, go live, and reap the benefits. Be sure to check out the analytics Facebook compiles after you go live to see how far your video reached.
1 2 3
Show off your expertise . Plan to livestream demonstrations for specific products or projects, especially if they’re new to your store or highly requested. Promote your livestream ahead of time and encourage people to tune in to watch you stain a plank or explain a painting technique.
Introduce the latest trends and products . Your followers want to see what you sell, but you need to do more than just post your weekly ads or manufacturer photos. Hit record when you’re merchandising a new display. Head out to a client’s job site to show your products in action. Be sure to get a live testimonial while you’re there!
Extra, Extra!
Grow Your Business With the PDRA’s Content Marketing Program
Developing and distributing digital marketing content doesn’t need to be as time-consuming as you think. The Paint and Decorating Retailers Association offers a low-cost solution that can help you elevate your business as a resource for the latest trends.
For only $100 per month, the PDRA provides five articles and five accompanying images about trends in the industry for you to use in all of your digital marketing initiatives, including social media, blogs and e-newsletters.
“Retailers consistently report content marketing as an area that they need assistance with,” says PDRA CEO LeAnn Day. “The PDRA developed this cost-effective, time-saving program for retailers who want to stay in contact with their customers. Content of this caliber would generally cost hundreds of dollars, but this program includes content, images and professional guidance for a small fee.”
In addition to receiving the trends articles and images, you also have access to a consultant who can help you determine how the program can help your business.
Retailers who utilize the program appreciate how easy it is to use and the quality of the content.
“Hands down, the PDRA’s content marketing program is the best value we’ve ever used,” says Lesley Davies-Baptista, owner of Paint Fair in Grand Bahama, Bahamas. “We utilize the content in our e-newsletter, and we just wouldn’t do it as consistently—or frankly as well—without this program to support us.”
You will also receive access to a predesigned newsletter template, which makes using the content and images as simple as dropping in the pieces and hitting send.
To learn more about the program and to sign up, visit pdra.org/marketing-program or call 800-737-0107.
Industry Calendar
PDRA Training Highlights Knowledge and Service
Whether you employ two people or 200, there is always someone on your team who could benefit from training. The PDRA offers a comprehensive training program that is catered to independent paint and decorating operations.
Here is an overview of the programs that are available through a PDRA Training Membership and how they might apply to your business.
A PDRA Training Membership, including these programs, is available for only $249 per year. To find out how you can access these professional, industry-specific programs, visit pdra.org/education or call 800-737-0107.
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 with the answers to your most common questions.
• Basic Training in Merchandising Set up displays to encourage sales and enhance your store.
MARCH 6-8
2019 Paint and Decorating Contractors of America Expo
Westin Savannah Harbor Golf Resort & Spa Savannah, Georgia pdca.org/expo
MARCH 15-17
Florida Home Show
Florida State Fairgrounds Tampa, Florida bighomeshow.com
MARCH 21-24
Architectural Digest Design Show Piers 92 and 94 New York City addesignshow.com
APRIL 1-4
• Basic Training in Loss Prevention Protect your inventory, your staff and your customers.
• Train the Trainer
A guide to create a complete training program.
• Trainer’s Toolbox
Quick tips and study guides for new associates.
Scholars in Las Vegas
The PDRA thanks everyone who submitted an application to the 2019 PDRA Scholarship program. The selection committee is now reviewing the applications, and the winner will be contacted shortly.
“Choosing the scholarship winner is always an exciting time of year for the PDRA,” says CEO LeAnn Day. “We’re always impressed with the applications we receive, and it’s a great opportunity to learn more about our membership.”
The winner of the scholarship will be honored in a presentation at the National Hardware Show®, which is a generous sponsor of the scholarship program. The biggest event in the industry takes place May 7-9 in Las Vegas, and registration is now open. Retailers who register with the PDRA receive VIP access to the event. Visit nhs19.com/pdra to register today.
Look ahead to the April issue of Paint & Decorating Retailer that will highlight the products and exhibitors that will be on the show floor.
ArtFusion Event 2019 Lodge at Santa Fe Santa Fe, New Mexico artfusionevent.com
MAY 7-8
Lancaster Buying Show at the National Hardware Show® Westgate Las Vegas Resort & Casino Paradise South Exhibit Hall Las Vegas lancasterco.com/events
MAY 7-9
PDRA Paint & Accessories Show at the National Hardware Show® Las Vegas Convention Center Las Vegas nationalhardwareshow.com
JUNE 11-13
NRF Protect Anaheim Convention Center Anaheim, California nrfprotect.nrf.com
If you would like your event included in this list, email Melanie Moul at mmoul@nrha.org with the date, location and a brief overview of your event.
0 Mike Weber | Hirshfield’s
Guest Column Networking
Hitting the Jackpot
How the National Hardware Show® Can Power Your Business Forward
Iknew my warning moved through the air with all the buoyancy of a bucket of green-lid joint compound.
“You can’t expect life to come to you while you’re laying on the couch,” I said.
Home for Christmas break for three weeks, my daughter had this warning coming. I may have been channeling my mother a bit too much, but the kid had not moved from the same spot on the couch in weeks.
As a paint dealer, I understand her attitude. I’ve gotten used to things coming to me. New vendors who want to sell me something come to me. When a current sales rep or their manager want to meet, they generally come to visit me in my store. For the most part, my customers even come to me!
Not even my daughter can lay on the couch forever and if I can get her up, I can get you up. It’s time for you to get up and register for the National Hardware Show® in Las Vegas, held May 7-9.
For most of my career, I’ve traveled to three shows each year. One event I never miss is the National Hardware Show, and you can bet I’m already registered for this year’s event.
At the show, you’ll find plenty of opportunities to network and learn from your peers. These candid conversations are crucial to my success, but they’re not the only reason I go to shows. I go to the National Hardware Show to benefit from having a totally different experience from regular buying group or trade show events.
The National Hardware Show poses many unique benefits for paint retailers. It attracts buyers from all the national chains. These attendees also include major buyers from well-known chains. Their attendance means more exhibitors presenting their latest products, and that’s why I never miss the show. All the major paint and sundry manufacturers are there, and if you’re looking to meet management at one of the industry’s biggest trade shows, this is the place to do it.
A personal highlight of the show each year is its expansive new products section. If you want to see what you’re going to be selling next year, you’ll see it in person at the National Hardware Show.
There’s also much more to discover beyond paint. All the paint products and sundries are clustered for attendee convenience, but don’t be afraid to browse different categories to seek inventory inspiration.
From floor coverings and grills to plumbing and electrical innovations, there are always new opportunities to enhance your inventory at the show and meet directly with manufacturers.
They say what happens in Las Vegas stays in Las Vegas. But I don’t believe in holding secrets, so I invite you to register to attend the 2019 National Hardware Show now so you can discover new ways to boost your business.
Visit nhs19.com/pdra to register for this year’s show!
Mark
Lipton
owns and operates two paint retail stores in the New York metro area. He also runs a blog where he shares his industry insights. Visit his blog today at markliptonpaint.com/blog for further channel insights and more details about this year’s National Hardware Show.
Guest Column Contractor Connections
Teaming Up for Great Results
How You Can Connect With Contractors to Deliver Value
The spring season is upon us, and for painting contractors and homeowners alike, that means a wave of painting projects on the to-do list. Soon, homeowners and professional painting crews will be entering your store, searching for project guidance and a wide selection of the latest paint and sundries on the market.
As a retailer, you have the unique ability to work with customers on a variety of skill levels for projects large and small.
When working with homeowners, you have the privilege of giving them expert advice for painting projects they wish to tackle themselves. You can also point homeowners who are in the market for a professional painter to one who is committed to ethical conduct and finished work of an exceptional quality.
You also have a major part in connecting professional painters with the products they need to complete projects quickly, safely and effectively.
At the Painting Contractors Association, our continuing mission is to educate painting contractors on sustainable business practices, ethical behavior and delivering services with the highest level of professionalism. The association has created its own set of industry standards to establish agreement between the homeowner and contractor regarding the expectations for the quality of work and the level of service they provide to their customers.
We aim to elevate the skills, quality of work and overall level of professionalism for the industry and the 310,000 entrepreneurs our association represents.
Retailers should focus on the following three areas to help painting contractors coming into their stores this spring.
• Share your knowledge. Contractors have told us about the need to have a retail partner who is knowledgeable on current products and their applications. With a shortage of qualified workers in the trades, they also are seeking ways to improve efficiencies within their teams and use products that provide faster turnaround times on the job.
• Be mindful of their time. Many contractors want to spend less time in the store and more time actually painting. Consider providing delivery to their shop or their job site to help improve efficiencies and help painting contractors make the most of their limited crews.
• Offer your guidance. Paying attention to the needs of the contractors you work with and helping them solve job issues is one key opportunity most often cited by professionals who work directly with independent paint retailers.
As the weather warms, train yourself and your staff to remember contractors are looking to you as a partner in helping provide their customers with great products that improve efficiency and enable them to deliver stellar work, project after project and season after season.
Steve Skodak is the executive director of the Painting Contractors Association. Founded in 1884, the association represents the 310,000 contractors working throughout the U.S. and aims to educate its members on sustainable practices, ethical behavior and delivering impeccable finished work.
PDRA EDUCATION INITIATIVE
In-Store Inspiration
After attending a home show in Ohio, a retailer decided to harness the attraction of the indoor show home by constructing a permanent one inside a new design center in his store. Hartville Hardware in Hartville, Ohio, is considered the largest independent home improvement store in the country.
“We are located in a small community, and we knew we needed something extra special to draw customers to our location. We were looking for a better way to showcase design ideas and inspire customers beyond traditional kitchen and bath vignettes in our new 305,000-square-foot store,” says Katherine Merkel, marketing director for Hartville Hardware. “After visiting the Cleveland Home & Garden Show and seeing a full-size house constructed there, we decided to build a home in our store.”
As a result, Hartville Hardware’s award-winning design center includes an 1,800-square-foot home known as the Idea House that allows visitors to explore and interact with products in an environment similar to their own homes.
“Our Idea House encourages a complete hands-on approach. For example, we recommend customers sit
in the freestanding bathtub in the master bathroom,” Merkel says. “We want customers to be certain they are making the right choices. Allowing them to ‘test drive’ the products in an actual home setting promotes better decision-making with realistic expectations.”
The initial Idea House was designed in 2012 in the Craftsman style. In 2017, the house was remodeled to a modern farmhouse style to keep up with trends and to continue providing customers with the latest options.
“Customers are delighted to encounter some unexpected innovations, such as a secret closet behind a bookshelf, a sliding barn door, a ladder leading to an attic loft space and even a custom pet shower,” says Merkel.
Displays of product information are in each room of the Idea House, including one-page sheets customers can take with them, encouraging a return visit. Customers can also access a resource guide found on the company’s website that lists information about every product on display.
“What we have created is different from any other store in the country—it is an experience,” says Merkel. “We often have customers ask if they can move in!”
Photos courtesy of Hartville Hardware
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