Paul OstlundPaul Ostlund is division manager at Westby, Wis.-based Lacrosse Hardwood Flooring.TechniquesWords Matter When Talking About Wood FlooringExpert Paul Ostlund describes why it's so important that pros use the correct terms when discussing wood flooring and explains common misconceptions.May 22, 2017ManagementImproving Communication to Improve DistributionWho do you rely on for information about your market? Do you keep up on local news to help drive your sales? Do you rely on your sales staff, counter staff and customers to keep you informed of what is happening on the street?November 30, 2009TroubleshootingUneven Subfloor Results in CallbackI was called to inspect a wood floor where the homeowner had stopped the work in progress due to a noticeable hump in the floor. She was convinced that the flooring was defective, and as the rep for the wood flooring manufacturer's local distributor, I went out to inspect the floor.November 30, 2008Page 1 of 1Top StoriesRecoatingHow We Do These Floors: Recoating The Worst of the WorstWe dialed in a recoating process that worked, even on the most demanding jobs—here’s my advice for a recoating process that works.Stain/Custom ColorPrevent This Common Complaint: The Stain Won’t DryRetailGoing the Distance: See the Winners of the 2026 WFB Outstanding Retailer AwardsNewsEnter WFB's 2026 Ultimate Wood Floor Guy/Gal Contest by Oct. 1Stain/Custom ColorMy Rule Of Three: How I Match Customers With Stain Colors Right Away
