p>In January, National Floor Trends announced the launching of a spectacular partnership. The World Floor Covering Association (WFCA) entered into an exclusive and exciting partnership with National Floor Trends magazine (NFT) and the BNP Media Market Research Division. It's a partnership with a mind blowing goal: To disseminate information that will help floor covering retailers/contractors develop and apply a host of "Best Practices" in key areas of their operations.
Those who take potshots at salespeople with comments like: "They just don't make salespeople like they used to," are off base. I'm never sure how far back they are reaching. More than 10 years ago, that was a different world. Of those who failed to change with the times I say, I'm glad that they don't make salespeople like that any more.
Every December I send you a note that goes unanswered. Remember I don't write on my behalf, but on behalf of thousands of men and women in the floor covering industry.
Are you sick and tired of high installation costs? Are you looking to reduce your labor costs? Are your installers costing you big bucks due to job failures?
You can barely hear the sound of traffic over the moans and groans of some salespeople about business they've lost. I'm talking big-time moaning, big-time groaning, big-time despair, and big-time denial. The other day, a friend -- who is a well-respected industry pro -- reminded me that the more things change, the more certain proven principles remain the same. The problem is that those principles seem to get lost in the shuffle. I got the message loud and clear: I have been guilty of taking for granted that everyone knows the key selling principles. So why write about them -- right? Wrong! Shame on me!
The good news is that the industry is talking more and more about getting out of the selling-price mindset and moving more toward increasing the sale of quality products by focusing on fashion. The bad news is that some continue to miss the mark. They fail to ensure that no customers buy floors below the quality that they can afford. Sure, they might sell quality, but are they selling the best quality for their customers' needs and pocketbooks?
The responses to my April column, "Live by Price, Die by Price; Live by Fashion, Thrive by Fashion," made it clear that there is a strong desire for the industry to emphasize fashion and de-emphasize price. Each segment of the industry can and must assume responsibilities to put the emphasis on fashion, to take it off of price. Last month, I discussed ways in which manufacturers can help free us from the price shackles. Now let's look at how retailers and contractors can help us achieve that goal.
Hollywood has announced that it has rediscovered grownups, and that it's starting to acknowledge the salability of quality movies. My April column -- Live by Price, Die by Price; Live by Fashion, Thrive by Fashion -- drew a strong reader response (see June 2004 Industry Perspectives for a sampling). The letters revealed a growing desire for the industry to put the emphasis on fashion/quality and take it off of price.