Tom Jennings, vice president of development, World Floor Covering Association (WFCA), talks about the importance of service as a principal differentiator among independent retailers and installation being a prime element of that service. He notes that the installation knowledge level of many independent retail salespeople is lacking, calling the installation process of the business essentially being its DNA. Jennings talks about the reasons why salespeople should be well educated in the processes of installation of all products they sell.

George Celtrick, president, Whitewood Products, talks about consumers’ desire for real wood and how they are often directed to wood look a likes while on the retail sales floor. He offers suggestions as to how to approach consumers to help save wood sales by discussing the total cost of a job rather than talking about square foot pricing.

Mike Cherico, vice president, Floors and More, talks about the situation the industry finds itself in with regard to the shortage of qualified installers. He notes stories from some retailers that have turned down business because they were unable to offer installation services, and that he has heard stores revealing that soft surface is experiencing a larger problem with installation that hard surface. Also discussed are labor costs and Cherico’s forecast that these costs will continue to rise.

Jim Buckles, The Carpet Guys, discusses methods that can assist retailers to liquidate oddly-colored and outdated items from their inventory. He discusses pricing, marketing unusual products, and finding markets for these products.

Don Roberts, president & CEO Central Alabama Flooring, talks the most important factors he monitors on a regular basis for his business, including the attitude of employees, margins and overall expenses. He also discuss ways to help key salespeople to be aware of margins.

Don Roberts, president & CEO Central Alabama Flooring, talks about recruiting installers, some of the historic problems retailers have been responsible for with installers, and the role installer pay has played in the current installer shortage.

John Simonson, president of Webstream Dynamics and 5 Star Store Reviews, discusses a survey Google sent to retailers to determine the reaction to being billed for Google My Business, a service that has traditionally been free. Simonson also talks about the history of Google My Business. Sought in the survey was the amount retailers would be willing to pay and the additional services they retailer would like to see on the service.