When selling tile, successful dealers focus on the ... Selling Tile, Successful... · When selling...
Transcript of When selling tile, successful dealers focus on the ... Selling Tile, Successful... · When selling...
F O C U S June 2009 www.fl oordaily.net 53
TILE FILES
Seasoned showroom designers and salespeople are those who help a customer narrow an overwhelming array of sizes, colors, textures and patterns down to an obvious fi nal selec-tion. The best salespeople take that a step further to minimize trepidation and confusion in the installation process as well. To make customers feel confi dent purchasing from you, they need assurance that the design, the product, and ultimately the installation of the materials will meet their expectations. Because shoppers can fi nd similar tile products at the home centers, on the Internet or at many other places, aggressively selling quality installation can be the key to potential customers buying from you instead of from the shop across the street. This also lets you sell job quality instead of product price and speaks directly to the customer’s needs. Following through and satisfying customers’ expectations for a painless installation will bring them back for their next project and have them sending friends and family your way. If you are a fl ooring retailer, it’s really not an option to just sell material. Even distributors and dealers who don’t install have to provide some guidance for customers who haven’t already found a tile contractor. A showroom can’t leave customers stranded after selection if it wants to be trusted and perceived as the go-to place for tile projects, says James Dean, a regional sales manager for Virginia Tile Company, a ceramic tile and stone distributor with showrooms in Illinois, Ohio and Michigan. “We know who the
better contractors in our area are, and because of the Virginia Tile name, our customers feel secure with the list of about 30 contractors we give them.” To further help the customer secure a professional installer, Virginia Tile has been heavily involved in the Ceramic Tile Edu-cation Foundation’s installer certifi cation program, a national testing and evaluation service that gives consumers a basis of reference for selecting a tile contractor. Virginia Tile refers cus-tomers to the foundation’s website to learn what they should be asking prospective contractors. At the other end of the spectrum is Welch Tile and Marble, a Grand Rapids, Michigan retailer that directly employs install-ers. “For residential projects where the installer will interact with the homeowner, we match their skills and their person-alities,” says President Dan Welch. He advises making a point of soliciting feedback on installers because they can make or break your reputation. “The higher end the customer and the more complicated the installation, the more it matters,” Welch says. For example, choose an installer with unwavering attention to detail when the job requires a lot of cutting and fi tting. It’s obvious even in the showroom that Welch’s installers are top notch. Professionally designed banners and posters promote the company’s apprenticeship training and installation awards, and one wall is dedicated to displaying the ever increasing num-ber of certifi ed installer certifi cates held by Welch employees.
When it comes to selling consumers ceramic tile fl oors, retailers have two
options—they can sell all the pieces and setting materials and focus on
the price, or they can sell an installed fl oor and focus on peace of mind.
History has shown that retailers who do the latter are much more successful. By selling a
complete package that includes top notch installation, they add value to the project. The
customer can feel confi dent that the job will be done professionally and the job will go
smoothly. That focus also has the side benefi t of resulting in more referrals.
When selling tile, successful dealers focus on the finished floor. n By Stephanie Samulski
Starnet,North America’sleading network of commercialfloorcovering contractors, wouldlike to congratulatethis year’s winners. These Awards recognize those who are setting newstandards of creativity in commercialinterior design through the innovativeuse of floorcoverings. With 165 Memberfirms in over 270 locations, StarnetMembers have you covered. Experience Counts.
Go Ahead...Stare at
the Floor.
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Grand Prize andHealthcare WinnerPerkins + Will Architects & Ieoh Ming PeiProject: Ronald Reagan UCLAMedical Center, Los Angeles, CAWorking with Starnet Member:Universal Metro, Inc. Products by: Mannington,Armstrong, Mohawk, Flexco,Ardex, Lees Carpets, Milliken,Henry
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Unique Installation Challenge WinnerJerome M. Scott Architects, COSIProject: COSIColumbus, OH Working with Starnet Member:Legacy Commercial Flooring -Columbus, OHProducts by: Mannington Commercial
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Education WinnerOmni Architects - Carl MuddProject: Northern KentuckyUniversity Student UnionHighland Heights, KYWorking with Starnet Member:AIC Contracting, Inc.Products by: Bentley PrinceStreet, Dal-Tile, Mannington,Johnsonite
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Starnet congratulates the participants and winners of the 2009 Annual StarnetCommercial FlooringDesign Awards.
Small Corporate WinnerOlson Lewis Dioli & DoktorArchitects & Planners, Inc.Michele R. Brooks & TeamProject: Anika TherapeuticsBedford, MAWorking with Starnet Member:Business Interiors Floor CoveringProducts by: Atlas, LeesCarpets, Mannington, Armstrong,Johnsonite
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Large Corporate WinnerRTKL Associates, Inc.-Dennis Gaffney, V.P. Project: American TruckingAssociations, Inc.Arlington, VAWorking with Starnet Member:Commercial Carpets of AmericaProducts by: J&J | Invision
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Environmental Achievement WinnerUC Design & ConstructionDennis FunkeProject: University of Cincinnati -CARE/Crawley BuildingCincinnati, OHWorking with Starnet Member:AIC Contracting, Inc.Products by: Armstrong,Johnsonite, Dal-Tile
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Hospitality/Public Space WinnerCetraRuddy IncorporatedProject: Stuyvesant Town AmenitySpaces, New York, NY Working with Starnet Member:Consolidated CarpetProducts by: Bentley Prince Street,Johnsonite, Fritztile, Gerbert
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Welch said his showroom designer can also speak authorita-tively about the installers’ qualifications and why that’s impor-tant. “We sell ourselves on the fact that our installers specialize in tile and we can take you through the whole process,” says Welch. “Showroom customers just need to be made aware of all the nuances of tile installation to know that they need to come to us because of our installers…our designer is very good at bringing that into the conversation, so we can sell anyone that walks in.” To increase company exposure, Welch exhibited at the Cottage and Lakefront Living Home Show in Grand Rapids in April. Although samples were displayed, the majority of the booth showcased Welch installers. Throughout the show, attendees could stroll through the booth to watch eight installers as they tiled intricately designed vignettes. Show visitors returned periodically to check on their progress and to bring others by. “We encouraged them to interact with the installers when they had questions,” says Welch. “Our installers’ work was on display and their personalities were, too.” Not far away from Welch headquarters is Migala Carpet One, which has a similar approach. Owner Lori Ruimveld in-vited the foundation to Kalamazoo, Michigan, to evaluate the area subcontractors that her shop uses. Of the 16 installers tested, nine earned certification. After seeing their work side by side, Migala made significant changes to the types of projects the various subcontractors would be assigned in the future. For now, Migala Carpet One is the only shop in Kalamazoo that offers certified installers, a strong selling point. In addition, Ruimveld’s shop can now better match a project to an installer to avoid customer dissatisfaction. Welch says shops have to be diligent about soliciting feedback from custom-ers. “There are a lot of little things a guy might do that the customer isn’t necessarily going to call you about,” he says. “But if you ask them point blank if your crew showed up on time every day or if they are 100% satisfied with the installation, you will get valuable, honest feedback.” The key to effective feedback is asking specific questions, he says, and this can be done in person or over the phone. The feedback can then be used for training or establishing guidelines, so that the shop can begin promoting posi-tive factors. Another powerful selling tool is testi-monials, so it’s worth the effort to gather them and make sure they’re in a place where the customer will stumble across
them. They definitely belong on your website. Some dealers have mini portfolios of installers’ work available for reviewing, and this would be an appropriate place for testimonials to be compiled. The magic of selling your installers in these ways is rooted in their ability to deliver what you promise and what the customer wants. Seek out and build sales relationships with the quality contractors and installers in your area, whether they’re con-tractors or work for you directly. Good installers will be most open to working with the shops that focus on quality rather than price. In this fashion, the showroom and installer partner
together to make every job unique, delivering a finished job that satisfies the customer. n
The AuThorStephanie Samulski is project manager for the Tile Council of North America. TCNA is a trade association representing manufacturers of ceramic tile, installa-tion materials, equipment, raw materials,
and other tile-related products. The association’s focus is on developing North American and international industry standards.
HEALTHY HOSPITALITY DESIGN
magine hospitality environments where
the aesthetic is also hygienic – giving new
meaning to the term “clean design.”
A growing trend in healthy hospitality design
is making ceramic tile’s versatility and hygienic
properties even more appealing. Tile of Spain
branded manufacturers offer freedom to create
environments as healthy as they are stunning.
In the kitchen of a four-star eatery, chef demands a
clinically clean environment. And nothing is easier
to sanitize than tile – with just neutral cleansers and
hot water. And because tile is chemically inert and
inorganic, it actually inhibits microbial growth.
What possibilities lay beyond the kitchen’s swinging
doors – in spaces that, fi rst and foremost, are about
the look? Because most any style can be achieved
with ceramic tile, from traditional to ultra-modern
to realistic recreations of textiles, wood, stone,
metal, leather and more, the possibilities are
endless. Wallpaper that can be home to airborne and
food-borne germs can be replaced by tile printed
with inspired full-color digital graphics. Wood
wainscoting, which is susceptible to impact damage
and requires frequent refi nishing, can be replaced
by its ceramic tile equivalent. Not to mention the
possibilities for fl oors.
Bed time! But have you ever stopped to think what
might lurk within the threads of that tufted fabric
headboard? If it were crafted of ceramic tile, digitally
printed with imagery that looks for the world like
elegant satin fabric, the desired aesthetic would be
achieved, sans any sanitation issues.
An additional health benefi t of tile is its affect on
indoor air quality. It’s hypoallergenic and is neither
an original nor secondary source of pollution,
releasing no fi bers, gases or toxic byproducts, and
absorbing no odors such as smoke, paint fumes or
other contaminants. Ceramic tile is a healthier, safer
option for pool and spa areas, as well. It inhibits the
growth of mold, mildew, fungus and other organisms,
as well as providing excellent slip resistance.
A most appealing “health” benefi t of tile from Spain
is its extremely low lifecycle cost, which does
wonders for the health of your bottom line.
Learn more about how ceramic tile from Spain is
advancing aesthetic and hygienic appeal in healthy
hospitality design. Contact Tile of Spain, 2655 Le
Jeune, Suite 1114, Coral Gables, FL 33134. Call
305-446-4387 or email [email protected].
TILE FROM SPAIN:APPEAL WITHOUTRESERVATIONS.
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