Al's Column: Water vapor is invisible, but the problems are not

July 10, 2015 | Comments Off on Al's Column: Water vapor is invisible, but the problems are not

July 6/13; Volume 30/Number 2 By Peter Craig Your customer just picked out her new floor covering and can’t wait to have it installed to see how it will complete—or improve—the look of her home or office. But the subfloor over which the new floor will be installed is concrete and the product installation instructions indicate that there are limits to the amount of moisture that can be present. Why is it important to know the...

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Al's Column: Preventing flooring failures

July 2, 2015 | Comments Off on Al's Column: Preventing flooring failures

June 29; Volume 30/Number 1 By Lew Migliore Flooring failures are all too common in the industry, but adhering to the following set of guidelines can easily prevent them. The first step is to qualify the end user. By asking a series of questions you can keep yourself out of trouble and satisfy your customers. The questions include, “What area in the home are you shopping for? How long do you expect or want the...

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Al's Column: A woman’s way is the only way

June 12, 2015 | Comments Off on Al's Column: A woman’s way is the only way

June 8/15, 2015; Volume 30/Number 1 By Phil Pond Today, household decisions concerning everything from décor to the floor increasingly fall upon women. In fact, females make the vast majority of purchasing decisions regarding interiors. Yet most shopping experiences provided by the flooring retail sector are focused on a male customer’s attitudes, needs and mindsets. Why? And how can you make the most of a woman’s touch in the retail sector? There is a huge...

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Al's Column: Questions about wood flooring you’re afraid to ask

May 29, 2015 | Comments Off on Al's Column: Questions about wood flooring you’re afraid to ask

April 13/20, 2015; Volume 29/Number 1 By Roy Reichow Many flooring professionals have gained knowledge in their field yet still have questions they may be embarrassed to ask due to an expected level of expertise. Following are some explanations for popular questions regarding wood flooring that appear basic but have numerous intricate parts. What is the best time of year to install a wood floor? This has always been a common question. There is no...

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Al's Column: Getting to know your customers

May 29, 2015 | Comments Off on Al's Column: Getting to know your customers

May 11/18, 2015; Volume 29/Number 3 By Paul Friederichsen and Brian Gracon During our educational session at The International Surface Event (TISE) 2015, we spoke with floor covering business owners about typical flooring challenges and, since experience is the best teacher, we asked how they solved their issues. The World Floor Covering Association (WFCA) helped us define the most significant challenges retailers face today. Just as in our previous column (FCNews, April 27/May 4), we...

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Al's Column: Effective marketing execution

May 29, 2015 | Comments Off on Al's Column: Effective marketing execution

May 25/June 1, 2015; Volume 29/Number 4  By Paul Friederichsen and Brian Gracon During our educational session at The International Surface Event (TISE) 2015, we presented typical challenges floor covering business owners face on a daily basis and asked for their input on how to best solve these issues. The World Floor Covering Association (WFCA) helped us define the most significant challenges retailers face today. In our previous columns, we reported how retailers used digital...

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Al's Column: Digital marketing solutions

May 5, 2015 | Comments Off on Al's Column: Digital marketing solutions

April 27/May 4, 2015; Volume 29/Number 2 By Paul Friederichsen and Brian Gracon During an educational session at The International Surface Event (TISE) East 2015, we posed typical flooring challenges to floor covering business owners and, since experience is the best teacher, we asked how they solved their issues. The World Floor Covering Association (WFCA) helped us define the most significant challenges retailers face today. The first has to do with marketing effectiveness. Your marketing...

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Al's Column: The real capital currency

April 7, 2015 | Comments Off on Al's Column: The real capital currency

March 30/April 6, 2015; Volume 28/Number 20 By Wally Adamchik The word “capital” has many meanings, and a number of them relate to the world of finance. Capital and currency, although not the same, have been used interchangeably over time. The problem is we are totally focused on the wrong capital if we are to grow our businesses and bottom lines. The word “salary” stems from the Latin “salarium,” meaning “salt money.” The Romans paid...

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Al's Column: Trend forecasts and tips for 2016

March 24, 2015 | Comments Off on Al's Column: Trend forecasts and tips for 2016

March 16/23, 2015; Volume 28/Number 19 By Victoria Redshaw Floor covering retailers across the U.S. are focusing more on fashion. Recognizing that flooring is the stage on which their customers’ décor dreams are realized, retailers are beginning to appreciate how their offerings need to connect with paint colors, wall coverings, upholstery fabrics and any other products that have a relationship with flooring in a room scheme. The smart retailers subscribe to interior design blogs, stay...

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Al's Column: Twentieth verse, same as the first

March 9, 2015 | Comments Off on Al's Column: Twentieth verse, same as the first

March 2/9, 2015; Volume 28/Number 18 By Tom Jennings In the mid 1990s my firm was among several dealers asked to monitor all installation-related interactions with customers. We not only tracked installations, but all correspondence we had with our customers that may have led to them being disappointed with the service they received. This group represented dealers with employee and contract installers, and the surveys were gathered over a period of several months. There was...

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