Doug Adamson, author of Spotlight on Tile, is the founder of Phoenix-based Tile West Distributing. A respected ceramic tile trainer and author, Doug’s career in retail tile sales, contracting and distribution stretches back two decades. He is president of the Ceramic Tile Distributors of America (CTDA), a Ceramic Tile Institute of America (CTIOA)-certified ceramic tile consultant, and a member of the Ceramic Tile and Stone Association of Arizona.
Ceramic tile is a semi-manufactured product. Tile boxes should have a label on them that reads, "assembly required." Consequently, there is tremendous opportunity to sell the complete system to the consumer, and significant drawbacks to selling only one component of the system -- namely, the tile.
Disclaimers -- can't live with 'em, can't live without 'em. Even though there are perfectly valid times to use them -- to limit liability, for instance -- we shouldn't look to disclaimers as an opportunity to deny or apologize for the inherent variations in ceramic tile. Rather, we should proclaim those variations as something that makes tile unique and distinctive compared to other floor covering materials.
As we enter 2001, the ACTUAL start of the new millennium, you may find the time is right to establish your New Millennium Resolutions. One very good resolution for the independent tile distributor would be to get out of the tile commodity business and commit to adding value to his product offerings.
In my previous article, I detailed the first six characteristics that salespeople look for in the leaders they follow. In this installment, I’ll discuss the remaining six elements of leadership. Read them carefully and see how you measure up.
Typically, I focus this column on selling tile. However, for salespeople to achieve any ongoing degree of success, effectual leadership must be established within their company.
Wouldn’t you like a company of journeyman salespeople selling your tile? Give them training. Set your course. The creation of journeyman tile salespeople has begun.
Rumors about the demise of the middleman in U.S. commerce have been greatly exaggerated. As a matter of fact, the pertinent data shows the complete opposite to be true. Economic statistics show that the wholesale distributor is a strong, growing and vital component of the U.S. economy.
As a flooring retailer, you’re undoubtedly familiar with the “customer is always right” mantra. You’ve heard time and again about the virtues of being “customer-focused.” And although you may have come to accept these retailing concepts as gospel, I’m here to tell you that these notions can be flat-out WRONG.