Columns

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  • Marketing Mastery: Take control of business, get your life back

    April 10/17, 2017: Volume 31, Issue 22 By Jim Augustus Armstrong   (Second of three parts) In the first installment (FCNews, March 27/April 3) you learned how Earl Swalm, a Canadian floor dealer, took control of his business and grew it by 50% in one year, while at the same time cutting his work hours to less than 35 per week. In this part I’m going to cover the most

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    Lisbiz Strategies: Why traditional PK sessions don’t work

    April 10/17, 2017: Volume 31, Issue 22 By Lisbeth Calandrino   There are a few questions I ask each training group. “How much product knowledge do you need?” Answer: “I need to know everything about the product.” “How much of that information should you share with the customer?” Answer: “Only what the customer needs to know to answer her questions.” This is precisely why product knowledge training without sales training

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    Dear David: Growing your business begins with leadership

    April 10/17, 2017: Volume 31, Issue 22 By David Romano   Dear David: I just attended the WFCA University sales management camp. I learned more than I could have ever expected and received a ton of ideas to grow my business. Initially, I was worried about how the staff would take to the change but they all seem excited about a new direction. Now my biggest issue is finding the

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    Al’s Column: Tips on designing a better tile showroom

    April 10/17, 2017: Volume 31, Issue 22 By Emily Holle   From big box stores and expo centers to small town boutiques, I’ve spent the last 15 years planning and designing showrooms across the country. Along the way, I’ve curated tips for designing thriving showrooms, fine-tuning a handful of best practices in my role as director of trend and design for MS International. A thoughtfully designed showroom does more than

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    Why traditional PK sessions don’t work

    By Lisbeth Calandrino   There are a few questions I ask each training group. “How much product knowledge do you need?” Answer: “I need to know everything about the product.” “How much of that information should you share with the customer?” Answer: “Only what the customer needs to know to answer their questions.” And there, in a nutshell, is why product knowledge training without sales training is often ineffective and

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    Lisbiz Strategies: Why trade shows matter

    March 27/April 3, 2017: Volume 31, Issue 21 By Lisbeth Calandrino   Coverings 2017 is right around the corner. There will be dozens of live demonstrations, over 70 free educational seminars and new products galore. But how many people will actually show up? I make it a point to go every year, but I usually see the same people. I’ve found the ones who show up really want to stimulate

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    Marketing Mastery: Note to dealers—Beware of burnout

    March 27/April 3, 2017: Volume 31, Issue 21 By Jim Augustus Armstrong   (First of three parts) “I was putting in 60 or more hours per week,” Earl Swalm told me. “I have two kids and I felt like I was missing out on a lot. It was really tough, very stressful.” Many dealers can relate. In this series you’re going to learn Swalm’s story. Specifically, how he took control

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    Guest Column: When renting space is preferred over buying

    March 27/April 3, 2017: Volume 31, Issue 21 By Vinnie Virga   (Second of two parts) In my previous column, “Upgrading your store’s location,” I discussed the advantages—and timing—of upgrading a retail location (FCNews, February 27/March 6). In the second installment, I will review the benefits of renting a space when buying is disadvantageous or not an option. If you are going to rent, and it isn’t in a strip

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    Dear David: Should RSAs generate their own leads?

    March 27/April 3, 2017: Volume 31, Issue 21 By David Romano   Dear David: Is it just me or do sales associates seem less motivated these days? It is like pulling teeth to get them to go out and get their own leads. Am I wrong in expecting them to generate their own business? Do you have some techniques that have worked to incentivize them to get out of the

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    Al’s Column: Restoring porcelain’s luster

    March 27/April 3, 2017: Volume 31, Issue 21 By Donato Pompo   Here at Ceramic Tile & Stone Consultants (CTaSC) we field a lot of questions from retailers and consumers alike about restoring the surface of porcelain tile products, which are growing in popularity. Following is a customer’s recent inquiry about how to remove common grout haze from unfinished porcelain tile: The grout haze and residue was allowed to cure

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    Floor Covering News

    Press Release

    CFI Convention promises a plethora of programs

    Forney, Texas—The CFI Convention and Expo is back with a punch this year taking place August 16-18 at the Rosen Shingle Creek in Orlando, Fla. The three-day educational event, designed

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    Domotex Deutsche Messe to house new creative product showcases

    Hannover, Germany—In 2018, Domotex will have a stronger focus on interior trends and lifestyle that will frame floor coverings in the broader context of ideas and innovations from the worlds

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    Melissa Quick to head product development, marketing for AVA brand

    Toronto, Ontario, Canada—Melissa Quick has joined Novalis Innovative Flooring as the new commercial product and marketing manager for the AVA LVT brand. “Melissa brings over 30 years of experience with

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