• Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
  • A&D
  • INSTALLATION
  • MARKETS
  • AWARDS
  • EDUCATION
  • BUYER'S GUIDE
  • MEDIA
  • EMAGAZINE
  • SIGN UP
cart
facebook twitter linkedin youtube
  • NEWS
  • Breaking Flooring News
  • eNewsletters
  • PRODUCTS
  • Carpet & Area Rugs
  • Hardwood
  • Installation Products
  • Installation Tools & Equipment
  • Laminate
  • Resilient
  • Specialty
  • Tile & Stone
  • MARKETS
  • Commercial
  • Residential
  • AWARDS
  • Installation Awards
  • Top Flooring Products
  • EDUCATION
  • Continuing Education
  • Webinars
  • Sponsored Insights
  • MEDIA
  • FLOOR Podcast
  • Videos
  • TISE 2025 Videos
  • eBooks
  • EMAGAZINE
  • eMagazine
  • Archive Issues
  • Contact
  • Advertise
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
    • Breaking Flooring News
    • eNewsletters
  • PRODUCTS
    • Carpet & Area Rugs
    • Hardwood
    • Installation Products
    • Installation Tools & Equipment
    • Laminate
    • Resilient
    • Specialty
    • Tile & Stone
  • A&D
  • INSTALLATION
  • MARKETS
    • Commercial
    • Residential
  • AWARDS
    • Installation Awards
    • Top Flooring Products
  • EDUCATION
    • Continuing Education
    • Webinars
    • Sponsored Insights
  • BUYER'S GUIDE
  • MEDIA
    • FLOOR Podcast
    • Videos
    • TISE 2025 Videos
    • eBooks
  • EMAGAZINE
    • eMagazine
    • Archive Issues
    • Contact
    • Advertise
  • SIGN UP

Editorial Comment: Our panel agrees: When costs go up, so does your chance to succeed

By Al Stewart
July 1, 2006
A big objective for us at National Floor Trends has always been to take the pulse of the flooring industry. We fix our gaze on issues that are likely to shape and influence the business, and seek the input of people who are truly plugged in.

A big objective for us at National Floor Trends has always been to take the pulse of the flooring industry. We fix our gaze on issues that are likely to shape and influence the business, and seek the input of people who are truly plugged in. In this issue we are fortunate enough to have four top executives weigh in on the state of the flooring industry. Our "Industry Roundtable" is sort of a mid-year report card that helps us all assess where we are and where we are headed. This year, when we asked them to assess the business climate their answers could be summed up in two words: "cost" and "opportunity." They said that as far as the flooring industry is concerned, there has been a steady increase in both.

Of course by now everyone pretty much agrees that costs for production, labor and transportation are moving forward faster than bare feet scampering across hot sand. No matter how big or small your operation, you are getting walloped by fuel prices. Which is exactly the point. Rising prices are very democratic. It may cost you more to roll a truck to a jobsite, but your competition is also feeling the pinch. Given the increased price of resin and other raw materials, it's costing Shaw more to make product just as surely as it's costing Mannington more. The same holds true for Tarkett, Mohawk and everyone else in the industry.

And fuel costs are not the only issue. After steady growth, the new housing market is showing signs of cooling. The future of interest rates is anybody's guess and, needless to say, the efforts to secure peace and stability in the world remain a work in progress. It all adds up to uncertainty, and uncertainty does not inspire people to rip out their old flooring and replace it.

So from where, then, does this "opportunity" arrive? The executives who participated in the roundtable clearly have some ideas on that. They are focused on promoting their products but they are also savvy enough to know that merely extending a line with a new color is not going to cut it. One panelist, Jeff Lorberbaum, chairman, president, and CEO of Mohawk Industries, reminded us that it is all about "tools." He noted that his company's mission is to supply retailers with the tools to create value for their customers and fatten their margins in the process. His was one of a number of solid suggestions that have inspired the following short list of opportunities waiting to be tapped:
  • What's new? Plenty! Few customers are aware of the strides made in flooring. Here's just three examples that came across my desk in the course of a week: Congoleum's new 16" tiles can be easily scored to create 8" tiles; Nafco by Tarkett now has vinyl tile that looks remarkably like hand scraped wood; Invista has added a stain-resistant commercial carpet fiber called Brilliance, offering many bold new color options. There is plenty to talk about when a customer asks about new flooring.
  • Tell them how "green" we are. Another thing too few people know is that flooring is on the forefront of addressing environmental issues. This is an underused selling point that will only heighten in importance.
  • Teach your staff to sell. This is a point our columnists Sam Allman and Warren Tyler have hammered home. Selling is not just about talking people out of their money. It is a skill that can be taught, no less so than installation.
  • Reach out and touch someone. Walk-in and word-of-mouth business is nice, but ask yourself what you're doing to drum up new business. Are you on a first name basis with the top interior designers in your town? Do you know the name of the person who writes about home improvement at the local paper? Does he discuss color and styling trends with you?

Yes, as our executive panel reminds us, even as costs steadily rise so too does the opportunity. But that opportunity will come to those who have positioned themselves to take advantage. They say a rising tide lifts all boats, but it is important to remember that you have to have a boat first.

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Al Stewart is the editor of National Floor Trends.

Recommended Content

JOIN TODAY
To unlock your recommendations.

Already have an account? Sign In

  • resilient flooring

    The 7 Types of Resilient Flooring

    The resilient flooring category is comprised of many...
    Resilient Flooring
    By: Resilient Floorcovering Institute
  • QuickDrain USA’s ShowerLine linear drain

    Tips for Curbless Shower Installation Using a Linear Drain

    Consider these four tips when planning for a curbless...
    Installation How-To
    By: Darryl Jones
  • 2024 New Flooring Product Guide

    2024 New Flooring Products Guide

    We explore this year's introductions in area rugs,...
    Floor Coverings
    By: FLOOR Trends & Installation Editors
You must login or register in order to post a comment.

Report Abusive Comment

close

1 COMPLIMENTARY ARTICLE(S) LEFT

Loader

Already a Registered User? Sign in now.

Manage My Account
  • eMagazine
  • eNewsletter
  • Online Registration
  • Manage My Preferences
  • Subscription Customer Service

SolidTech R: Sustainable, High-Performance Flooring from Bottle to Floor

SolidTech R: Sustainable, High-Performance Flooring from Bottle to Floor

Shaw Flooring Network Retailers Report Post-Election Sales Surge

Shaw Flooring Network Retailers Report Post-Election Sales Surge

Retailers Share Top Takeaways from Shaw Flooring Network Convention

Retailers Share Top Takeaways from Shaw Flooring Network Convention

What Shaw Flooring Network Dealers are Banking on for 2025

What Shaw Flooring Network Dealers are Banking on for 2025

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the FLOOR Trends & Installation audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of FLOOR Trends & Installation or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • Woodura Herringbone 2.0
    Sponsored byBjelin

    The Herringbone Floor of the Future

Popular Stories

company branding

Branding and Marketing Strategies for Flooring Contractors

Woodura Herringbone 2.0

The Herringbone Floor of the Future

Three individuals, a man and two women, discussing flooring options while reviewing samples.

Humans in the Loop: Why AI in Your Flooring Business Still Needs You


Download the Free Moisture Meters Guide

Events

December 1, 2030

Webinar Sponsorship Information

For webinar sponsorship information, visit www.bnpevents.com/webinars or email webinars@bnpmedia.com.

View All Submit An Event

Poll

Growth Challenges in the Flooring Industry

What’s holding you back from growth in 2025?
View Results Poll Archive

Products

2025 BNI Interiors Square Foot Costbook

2025 BNI Interiors Square Foot Costbook

See More Products

FLOORtalk podcasts - Listen Now

Related Articles

  • Editorial Comment: When your only pitch is lowball pricing, expect to get hammered

    See More
  • Editorial Comment: With its new flooring, WFCA stands up for installation

    See More
  • Editorial Comment: China sets its sights on flooring (and what it means to you)

    See More
×

We’re rolling out the red carpet of flooring knowledge!

Stay in the know on the latest flooring retail trends.

JOIN TODAY!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletters
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • Instagram
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing

search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
    • Breaking Flooring News
    • eNewsletters
  • PRODUCTS
    • Carpet & Area Rugs
    • Hardwood
    • Installation Products
    • Installation Tools & Equipment
    • Laminate
    • Resilient
    • Specialty
    • Tile & Stone
  • A&D
  • INSTALLATION
  • MARKETS
    • Commercial
    • Residential
  • AWARDS
    • Installation Awards
    • Top Flooring Products
  • EDUCATION
    • Continuing Education
    • Webinars
    • Sponsored Insights
  • BUYER'S GUIDE
  • MEDIA
    • FLOOR Podcast
    • Videos
    • TISE 2025 Videos
    • eBooks
  • EMAGAZINE
    • eMagazine
    • Archive Issues
    • Contact
    • Advertise
  • SIGN UP