• 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
  • 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
  • BUYER'S GUIDE
  • MEDIA
    • FLOOR Podcast
    • Videos
    • TISE 2025 Videos
    • eBooks
  • EMAGAZINE
    • eMagazine
    • Archive Issues
    • Contact
    • Advertise
  • SIGN UP

Opportunities in Commercial: ‘If It Ain't Signed, Don't Spend a Dime'

By Annette Callari
June 17, 2009
This eye-catching design at the Northern Kentucky University Student Union building in Highland Heights, Ky., won the education category in the 2009 Starnet Design Awards. (Photo courtesy Starnet.)


Did the title of this column get your attention? I hope so…and an explanation of that quote is forthcoming. This savvy quote was a take-away from one of the excellent seminars presented at Surfaces in February: Going Beyond Residential-- Expanding Into the Commercial Market, by Dave Stafford of Dave Stafford Associates.

As we all await consumer confidence to show some fledgling signs of recovery, perhaps you have already tested the waters of the commercial market. If so, then you’ve discovered for yourself that it’s a very different animal from residential. The possible pitfalls in commercial work are plentiful and costly.

Here are four directives to follow when entering the commercial segment.

Network. This is absolutely essential. Local professional organizations are a great way to meet your fellow businesspeople. Don’t overlook your local Chamber of Commerce as a vehicle for introductions. Host a meeting for your area Facility Managers Association. Talk to architects and design specifiers, where it all begins. Any headway you can make at that level is invaluable. And building relationships with one or two good general contractors in your community should at least give you the opportunity to bid upcoming jobs.

Differentiate your company. Find a way to stand out from the pack. Offer unique products and services, look for specialty products that very few people have. Set yourself apart by talking about your company’s warranty policies on products. Then take it a step further-repackage yourself to market your Green products! Nearly half (47%) of surveyed U.S. builders believe that green building will increase sales significantly. The commercial market is extremely in sync with green building practices, so focus on that to get their attention.

Choose areas of specialty. Pick one or two specializations outside your usual scope of business and get some training in that market segment. Do not differentiate in too many new directions. Otherwise you will dilute your resources and spread yourself too thin--a formula for disaster.

Assemble the right team. You need self-motivators with no fear. They are venturing into new areas of doing business and must be willing to learn and grow. Do they have good people skills? Are they willing to undergo some intense training to prepare for forging into the commercial market? If you have the right team in place, keep them motivated and pay attention to morale.

Once you’ve laid the groundwork to earn your way into the commercial market, you are now ready to be awarded the job. According to Nick Mazzo, Sr., Premier Flooring Systems of Bethel, Conn. president, “this is the time to look over the contract carefully. Know the scope of work. Incorporate ‘change order’ terms into your original proposal to be sure your costs are covered.

“Do nothing until your original proposal is signed. Don’t spend a dime if it ain’t signed.” If there are changes to be made outside of the original scope of work, don’t tell them no, just tell them how much. Watch out for insertions in the contract that read, “Pay if paid.” That means if the GC doesn’t get paid for any reason by the owner/developer, then he doesn’t have to pay you. You have the option to cross out and initial that part of the contract before you sign anything.

Mazzo also suggests that you be in constant touch with the facility manager, especially if this is a large job. Try to install the project in stages so you can meet deadlines. If you do the job efficiently, you will put your company in a position where the GC will come to you for future work.

Green Products Should be Building Blocks of Your Commercial Library

Green is not a gimmick or ‘brand name’ that is overlaid on a project at the end of the design process. It must be integrated into each project at the beginning, to make sustainability part of a building’s DNA, according to Jim Kelly, vice president of LPA Architects, Roseville, Calif.

Choose your vendors carefully and study their processes and products. I did some research on this subject for my company, and here are just a few green sources that really caught my attention (Chart A). Keep in mind this is just a brief selection of Green products out there, but if it piques your interest, perhaps you will undertake your own research and complete a personal go-to list.

Again, this list is just a highlight of noteworthy products. There are so many outstanding green floor coverings. On the residential side, be sure to find out more from your local reps about their sustainable products. Shaw’s Anso nylon is a crossover from residential to commercial and is 100% cradle-to-cradle recyclable. Mohawk’s SmartStrand with DuPont’s Sorona polymer is a corn-sugar-based product and highly sustainable, but at this time, the brand is offered only in residential carpets.

Wool is totally sustainable and a good choice for your green customers as well. Don’t forget that the green story extends to recycled carpet backings and carpet cushion. Ask the right questions of your reps, and you will have a new and powerful story to tell about how the products you carry are helping the environment.

All of the industry experts agree on one thing: this recession will not only end, but will have created a pent-up demand for your goods and services. The first year of a post-recession upturn historically nets double-digit profits! Your job right now is to survive so you will be around for a bigger piece of the pie.

Commercial work may just be the vehicle to see you through the next year or so. Once you’ve earned your way into commercial, you may wisely decide to keep a mix of residential to commercial, even after we’ve left this ugly economic correction behind. Safeguard the commercial eggs you choose to keep in your business basket. They were hard earned and might just be the leverage you need against future residential downturns.

Share This Story

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

Annette Callari is a highly regarded interior design expert with over 20 years of residential and commercial design experience. She is district manager for Mannington/Amtico in Southern California. She is an Allied Member of the American Society of Interior Designers, a contributing member of Color Marketing Group International, and has authored numerous articles on color and design trends. She holds a degree in interior design from Fullerton College in Fullerton, California, and a professional writer’s Certificate from California State University at Fullerton.

You can reach her at <a href="mailto:Annette_callari@mannington.com" _cke_saved_href="mailto:Annette_callari@mannington.com" "="">Annette_callari@mannington.com.

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...
    Flooring Installation Products
    By: Darryl Jones
  • 2024 New Flooring Product Guide

    2024 New Flooring Products Guide

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

Report Abusive Comment

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

Shaw Flooring Network Retailers Report Post-Election Sales Surge

Shaw Flooring Network Retailers Report Post-Election Sales Surge

What Shaw Flooring Network Dealers are Banking on for 2025

What Shaw Flooring Network Dealers are Banking on for 2025

Retailers Share Top Takeaways from Shaw Flooring Network Convention

Retailers Share Top Takeaways from Shaw Flooring Network Convention

Takeaways from the 2024 AHSG Convention & Member Outlook for 2025

Takeaways from the 2024 AHSG Convention & Member Outlook for 2025

More Videos

Popular Stories

salesperson meeting with clients

How to Dominate Flooring Sales: The Art of Listening Before Selling

Fishman Knoxville Tennessee location interior

From Tariff Talk to Trade Labor: Fishman's West Region Manager on Flooring Industry Challenges

Mimi Mulugeta and Michael Barrows

Military Vet Trades Retirement for New Flooring Venture in Alpharetta


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

  • Designs in Style: If they can see it you can sell it -- Creating a visual for your customers

    See More
  • Want to be great in 2008? Here are a few things to get you started

    See More
  • The three C's for your showroom: Clean, Clutter-free and Creative (very creative)

    See More

Related Products

See More Products
  • interior design.jpg

    On Interior Design

  • romancYourCust.gif

    Romancing Your Customers - Love 'Em or Lose 'Em

  • floordesign.jpg

    Floor Design

See More Products

Related Directories

  • Lonseal Inc.

    Since 1972, Lonseal® has been a trusted leader in resilient sheet vinyl, delivering exceptional durability and performance across a range of commercial industries. Our versatile offerings—spanning exterior and interior applications, embossed and smooth textures, sport surfaces, and realistic wood-grain designs—meet the diverse needs of architects and designers nationwide. With a reputation for quality and innovation, Lonseal® continues to set the standard for reliability and style.
×

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
  • BUYER'S GUIDE
  • MEDIA
    • FLOOR Podcast
    • Videos
    • TISE 2025 Videos
    • eBooks
  • EMAGAZINE
    • eMagazine
    • Archive Issues
    • Contact
    • Advertise
  • SIGN UP