Surfaces 2016 education features FCNews columnists

Home Inside FCNews Surfaces 2016 education features FCNews columnists

Jan 18/25; Volume 30/Number 15

Some of the most well known experts in flooring also happen to be regular Floor Covering News columnists. To gain additional insight from these industry gurus, review these Surfaces educational sessions and be sure to work them into your busy show schedule. It will be time well spent.

David Romano, author of Survey Says

“Do You Run Your Sales Team or Do They Run You?”

Tuesday, 8:30 a.m. to 10 a.m.

Are you finding it difficult to get through to your sales team? If so, attend this session to learn how to manage and motivate your sales staff to a new level of success. This session will walk you through how to set collaborative goals and create systems and procedures your team will gladly follow. You will also gain insight as you learn more about the systems being used by successful retailers. Once you complete the session, you will be armed with the tools you need to motivate your sales team.

“Through the Eyes of the Consumer — Independent Retailer vs. Big Box Store”

Wednesday, Noon to 1:30 p.m.

In the last decade nearly 25% of independent flooring retailers have closed their doors and the big box stores are thriving. Months of research and a secret shopper project by the World Floor Covering Association and Benchmarkinc will give insight into the reasons for this trend. One hundred and eight independent and big box stores were evaluated in six major markets in the United States—all for one critical piece of information: How do flooring consumers really feel about shopping at an independent retailer vs. a big box store?


Jim Augustus Armstrong, author of Marketing Mastery

“Dominate Your Market by Implementing a Zero-Resistance Selling Environment”

Tuesday, 10:20 a.m. to 11:50 a.m.

Surveys of flooring dealers indicate consumers are more price-sensitive, standoffish and skeptical than ever. Box stores have created tremendous pressure on dealers to slash their prices, and the problem is only getting worse. The good news is dealers can command margins of 45% to 50% or more, even with competitors charging margins half of that. Learn step-by-step strategies for commanding premium prices in any market.


Lisbeth Calandrino, author of Lisbiz Strategies

“Turn the Tide: Create New Streams of Customers for Your Business”

Tuesday, 3:50 p.m. to 5:20 p.m.

What is your strategy for gaining new business? If you’re like many business owners, when times are good you don’t think much about it; when times are bad you worry. Creating constant business requires a plan with contingencies. It doesn’t take a professional marketing firm to create the plan; it takes an understanding of your customer, your business and some advanced planning. Attend this hands-on session to explore new opportunities to market to your existing customers as well as ideas for bringing in new prospects.

“Price Matters to Everyone, Why Pretend it Doesn’t?”

Wednesday, 8 a.m. to 9:30 a.m.

Salespeople have been told to stay away from asking about price, but this is a mistake. Everyone cares about price on some level. If the salesperson doesn’t bring it up it will become a problem at the expected time of the close. This is when the salesperson believes he/she needs to drop the price to make the sale. This can be avoided and the business can get its full price if the salesperson is trained properly. This session will help everyone work price to their advantage.

“Social Media Underutilized: LinkedIn”

Thursday, 2:30 p.m. to 2:45 p.m.

It seems like everyone has a profile on LinkedIn, but if you ask if they use the service they say, “No.” It would seem with more than 100 million users that someone must be using it and getting results, right? Bring your questions and pick up some tips on how to make it work for you.


“How to Make Your Email Marketing Stick”

Friday, 10:30 a.m. to 10:45 a.m.

One size doesn’t fit all customers. Learn how to change your message for different types of customers, what content works best and smart ways to collect email addresses.


Scott Perron, author of Retailer2Retailer

“Exponential Business Growth: How Retailers Can Maximize Sales & Minimize Overhead”

Thursday, 3:45 p.m. to 5:15 p.m.

This session will focus on new tactics that can be implemented to increase sales, including technology, relationship management and even untapped resources for building a new client base all while reducing the overhead costs typically associated with the industry. Real data will show the progression of sales and demonstrate the value-added savings that can equate to increased net profit dollars.

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