Columns

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  • Marketing mastery: The power of social proof

    March 13/20, 2017: Volume 31, Issue 20 By Jim Augustus Armstrong   “Wow,” I thought to myself. “If I ever need tax help I’m calling this guy.” I was in the waiting room of a local CPA, looking through a very plain, white binder filled with letters from his clients thanking him for getting them out of tax trouble. They raved about how he got their tax bills cut by

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    Installments: Offset labor shortage by seizing opportunities

    March 13/20, 2017: Volume 31, Issue 20 By Graham Capobianco   President John F. Kennedy once said, “In crisis, be aware of the danger but recognize the opportunity.” This memorable quote is still relevant today, particularly as it pertains to the flooring industry’s well-documented labor shortage (the challenge) vs. the growth of the overall construction market (the opportunity). The construction industry has been one of the fastest growing sectors in

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    Lisbiz strategies: If you have to fall, it’s better to fall forward

    March 13/20, 2017: Volume 31, Issue 20 By Lisbeth Calandrino   Nelson Mandela said, “There’s no passion to be found playing it small—in settling for a life that’s less than you’re capable of living.” Social media gives us an opportunity to play large. We used to talk about “word of mouth” but it’s now “world of mouth.” So how far are you willing to go? Are you afraid to step

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    Dead David: How to make customers feel more special

    March 13/20, 2017: Volume 31, Issue 20 By David Romano   Dear David: I am getting concerned that competing on price and products is getting more and more difficult in the flooring industry. I feel confident we do a better job than most when it comes to installation, but I am not sure if that is enough to attract and retain customers. What would you suggest we do to provide

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    Al’s column: Monitoring moisture in wood

    March 13/20, 2017: Volume 31, Issue 20 By Scott Perron   More than 90% of all floor coverings installed in the lower Southeast U.S.—especially Florida—are laid down over a concrete slab. That means installers need to be particularly aware of problems and potential failures related to excess moisture. When my family’s company relocated to Florida and first began 24-7 Floors in Sarasota, we had to learn many new installation techniques

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    Al’s Column: Sharpening your selling skills

    February 27/March 6, 2017: Volume 31, Issue 19 By Lisbeth Calandrino   You can learn a lot about the art of negotiating by watching the TV show “Shark Tank.” If you’ve never watched the program, here’s a brief synopsis: Fledgling entrepreneurs pitch their business ideas to a panel of self-made millionaires or “sharks” on a reality TV show. The entrepreneurs negotiate with the sharks to obtain money in exchange for

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    Guest Column: Upgrading your store’s location

    February 27/March 6, 2017: Volume 31, Issue 19 By Vinnie Virga   (First of two parts) I have visited hundreds of flooring retailers, and the impression I keep leaving with is location is the difference between a thriving store and one that is flailing. Where you are situated is just as much a factor as inventory, payroll and other line items on your financial statement. With the economic outlook brighter

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    Social Media: Using Instagram to find new customers

    February 27/March 6, 2017: Volume 31, Issue 19 By Ayme Sinclair, Stanton Carpet   If you look at the top 100 brands in the world, 90% of them have an Instagram account. More importantly, customer interactions with the brands that are on Instagram are 10 times higher than Facebook, 54 times greater than Pinterest and 84 times higher than Twitter. Statistics prove Instagram is by far the best platform for

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    Marketing Mastery: Inspiring 5-star reviews

    February 27/March 6, 2017: Volume 31, Issue 19 By Jim Augustus Armstrong   (Second of two parts) In my previous column (FCNews, Feb. 13/20) I discussed why online reviews are so critical to a retailer’s success. I also listed several highly effective, proven strategies for creating a fantastic experience for your clients. In this column I share some best practices for requesting reviews. Let’s assume you’re providing phenomenal service for

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    Dear David: The right way to greet customers

    February 27/March 6, 2017: Volume 31, Issue 19 By David Romano   Dear David: I held a sales meeting covering the proper ways to greet customers. During that meeting, we did a lot of roleplaying. What I noticed right off the bat was there was no consistency and lots of bias. I understand greetings should not be canned and sales associates should sell the way that makes them comfortable, but

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    Floor Covering News

    21st Annual Award of Excellence Survey

    Press Release

    Amorim Revestimentos invests 10 million euros in Hydrocork

    São Paio de Oleiros, Portugal—After only two years of Hydrocork’s launch, Amorim Revestimentos is taking a significant step and investing 10 million euros in its production infrastructure and procedures. This

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    UofCTS releases updated ITS Verification course

    San Diego, Calif.—The University of Ceramic Tile and Stone (UofCTS) has released an updated version of the Tile Installer Thin-set Standards (ITS) Verification course. Both the USA and Canadian versions of this

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    Gerflor USA increased LVT shipping in 2016

    Chicago—In 2016, Gerflor USA recorded a 500% increase in LVT shipments from its Chicago-based warehouse from June 2015-December 2016—significantly exceeding its U.S. growth goals. Contributing to Gerflor’s significant growth of

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