Dear David

Dear David: The cost of negotiations

May 22/29, 2017: Volume 31, Issue 25 By David Romano   Dear David: I recently had a discussion with my sales associates about the current mindset of consumers regarding negotiations and the true cost of discounting. They got defensive and said the ability to negotiate is an important tool to closing sales. I disagree but need some advice or data to counter. Can you help? Dear Owner, The most common

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Dear David: Crafting the perfect job interview

May 8/15, 2017: Volume 31, Issue 24 By David Romano   Dear David: I’m finding that I have to conduct too many interviews before I can fill just one position. It seems like I am wasting time on people who are not even qualified to do the job. Even worse, when I find someone who can do the job they decline the offer. Any ideas? Dear Frustrated Owner, Keep in

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Dear David: Grow your bottom line without increasing sales

April 24/May 1, 2017: Volume 31, Issue 23 By David Romano   Dear David: Every time I go to convention, read articles and talk to my membership consultant I hear that I am supposed to have a 10% bottom line. However, I am not even close and I feel I run a pretty tight ship. What is a good bottom line and how can I increase my performance? Dear Owner,

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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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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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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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    Dear David: The right way to greet customers

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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Dear David: How to properly set customer expectations

February 13/20, 2017: Volume 31, Number 18 By David Romano   Dear David: I read your article a few months ago about how secret shoppers rated their overall shopping experience with big boxes vs. independent flooring stores. One thing stood out to me: the effect of either setting or not setting proper expectations with customers. Conceptually I understand the importance of this concept, but what exactly do you mean by

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Dear David: Sales associates vs. measure guy

January 30/February 6, 2017: Volume 31, Number 17 By David Romano Dear David: I lost one of my sales associates and if I continue to have the salespeople measure their own jobs I am afraid the floor will be short until I find someone and get them trained. I have a retired installer I can get to go out and do the measures for my whole team. If I use

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Dear David: Transitioning the business to your kids

January 16/23, 2017: Volume 31, Number 16 By David Romano Dear David: I am now 63 years old, have owned my business for over 30 years, have two sons who grew up and are working in the business. I am ready to walk away but don’t know where to get started. Can you please help me? Dear Worried Owner, Only about 30% of family businesses survive into the second generation,

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Dead David: The secret to holding more effective meetings

January 2/9, 2017: Volume 31, Number 15 By David Romano Dear David: I am so tired of my employees complaining every time I hold a meeting, saying that nothing gets accomplished and they are just a big waste of time. I know holding these meetings are important but at this point I am considering not having them anymore. Before these meetings become a thing of the past, can you please

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Dear David: How to accomplish more work in one day

December 5/12, 2016; Volume 31, Number 13 By David Romano Dear David:   I read in one of your columns the No. 1 motivating factor to happy employees is a sense of accomplishment. I guess that is why I feel so burnt out and frustrated. It seems the longer I own my business the less I get marked off my to-do list each day. Any advice you can give on

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Dear David: Creating an exceptional customer experience

November 21/28, 2016: Volume 31, Number 12 By David Romano Dear David: Recently I was talking to a fellow WFCA affiliate member who was a previous manager at Home Depot. She told me that during her training she was presented with a story about a customer who went into Home Depot to return a set of tires, although, obviously, they don’t sell tires. She went on to tell me that

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Dear David: Is training really a good investment?

November 7/14, 2016: Volume 31, Number 11 By David Romano Dear David: I am having such a hard time when it comes to training my staff. I know everyone needs training, but how do I justify the investment? And if I send someone off to training, who is going to help with customers?   Dear Short-Term Focused Owner, When thinking how to properly answer your email I was reminded of something

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Dear David: How to accurately calculate close rates

October 24/31, 2016: Volume 31, Number 10 By David Romano Dear David: I am trying to do a better job calculating my close rates but I am not sure what to do. I hear you are supposed to count everyone who walks in the door, but I’m also told you need to leave out any return customers in the denominator. Doing it either way will make a big difference in

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Floor Covering News

Press Release

Daltile Gallery hosts hundreds at annual NeoCon luncheon

Chicago—Daltile’s Chicago Design Gallery recently welcomed over 500 architects, designers and other customers to its annual “Parked At NeoCon” lunch event. Held every year during the international NeoCon commercial design

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Milliken to increase prices for commercial carpet

Spartanburg, SC—Milliken will initiate a 4% to 6% price increase for its commercial soft surface flooring to take effect August 7. The initiative includes its North American portfolio of commercial

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NeoCon 2017 sees increase in attendance

Chicago—NeoCon yet again proved that it is the world’s premier platform for commercial design as it took over The Mart from June 12-14. Registered attendance rose 7% over the 2016

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