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Many times in life we have to make big changes—some we choose to make, while others just happen. My story is not unlike many of the past few years; my path has been changed but with a wonderful, unexpected twist.
I was working with the world's largest manufacturer of sanding machines; for 24 years it was my goal to be committed to representing the company in a manner that brings pride, honest insight and knowledge to the market. In today's soft market, they had to make adjustments. My role in training did not fit the market's needs. Like many people in a similar situation, my first reaction was, "What now. How do we pay our bills."
So I had to find a new path. I had the good fortune that part of my previous job was being deeply involved in the training programs the National Wood Flooring Association provides to educate and increase the professionalism of wood flooring contractors. As a representative from a manufacturer, I had been providing education on sanding machines, but along the way, I'd also been making connections and absorbing the knowledge of all the instructors around me for years. In looking back at all this insight, my wife Kim and I created a new plan: we would start our own flooring contracting company. It would be a tough task due to age and other physical limitations, however, it was a task we felt would be rewarding for our future.
My insight from working with the NWFA schools went far beyond swinging a hammer or doing the best layout of the floor. My plans started with the network of friends who, like me, started from scratch. I felt that if we were to make our plans work, we must apply the years of knowledge, skills and training that only the NWFA and its members offer. Here are a few things I've put into use now that I'm on "the other side."
Get an edge. A common theme at the NWFA schools is, "How do I get the edge in my market?" I never had the best answer for the folks, but now I do have a better one. I took the time to set our company apart not just as a member of the NWFA, but also as an NWFACP Certified Installer and Sand & Finish contractor. Yes, at the time it seems like a slow return on the investment, but I do get calls based on this, and I have taken a few large jobs away from other companies because we were the only one in the market with that standing.
Take time to be your best. As I think of the many tasks that a small company faces, my biggest challenge is doing the work all day and then finding time to go and do estimates. The truth is that it is hard to always be at your best, but I take the time to run home, shower and put on clean clothes. During the NWFA schools, I heard over and over again from contractors about how homeowners told them the last guy who came to do the estimate was nasty and did not put his best foot forward. We have four to five men working for us as subs, and it quickly became clear how extremely important it is that they all have nice shirts, hats and jeans without holes in them. Our crews like to wear shorts (or, as we call them here, "short britches"), and that is okay unless we are coating the floor, since leg hair is not good in the finish (being that picky about finish is another thing drilled into me during years at the schools). The way we start the job, all the way from the estimate to collecting payment, is done with one goal: Be as professional as we can, because, after all, most of our jobs come from referrals. I make sure our crews understand that it is an honor to work with the homeowner; we must keep the trust of the homeowner at the highest possible level.
Shop for the right parts. Sanding units and parts are items I never had to worry about before because I worked for a sanding equipment manufacturer. Now we have to find the best deals and locate a source for parts, and I refuse to use aftermarket parts. Yes, I can buy parts for less, but "for less" is what concerns me. Knowing that the OEM part comes with a 30-day warranty and knowing that the only way a machine will keep its warranty is with OEM parts, it became clear to me that I had to use a dealer with the right parts and the correct tools to install them. Now I use three companies for parts. Why three. Not all of them stock the full line of OEM parts and, yes, I do try to get the best price. Not to be ugly to any of them, just to do what works best for our needs.
Get help from your distributor. I always knew service was a huge part of a distributor's offering, but now that I am in the mix as a contractor, it is very clear to me. I enjoyed the article by Alan Greer from The Greer Company in the last issue (see "Best-Laid Plans" on page 28 in the October/November 2009 issue). I see that they are putting a focus on the demands of the flooring contractor both with builders and remodeling.
Know what's new. Now that I'm a contractor, I think about another article in the magazine, this one by NWFA Technical Training Director Steve Seabaugh regarding when enough is enough when buying tools (see "Gotta Have It" from the April/May 2002 issue). He discussed the need for tools and when you should review the new units on the market. I understand the need to go to your dealer's open house and see what is new, not just for tools but also for finish. Recently I was at a Jeffco show and saw a stain that we'll soon use for the first time. It should fill a big void in our offerings in my small market. At this point, we may be the only one in this area with this type of product, so that will set us apart from the other folks in the market for a time.
Take care of your body. As I write this, I have a backache from overdoing it; brings me back to an article from the magazine about stretching your back and legs to get them ready for another hard task ahead (see "Back in Business" on page 33 of the October/November 2002 issue). My doctor told me that we should stretch any time we are about to put our body through a rough task. Simple to say, but doing that will be the hard part … Like many contractors, I am one of the guys who charge hard and think later, but now my family's income depends on my body being able to do physical labor.
I could write a few more pages, but the simple fact is I couldn't have this business without the knowledge I learned over the years at the NWFA schools. People who aren't networking and using the knowledge of the NWFA members to the fullest are missing out, just as I was until my new twist on life made me put everything I learned over the years to work for me. Now, we are slowly growing and quickly filling the calendar with jobs, and I have a new hardwood flooring career I love.
BUSINESS BRIEFS
Wowing Women
Are you relevant to the most important sex? Women account for over 80 percent of all consumer purchases. Consider these facts:
Women started viral marketing. Women complain and also tell everyone else about the experience. Likewise, the average satisfied woman refers a company to 21 people.
Women are more loyal. An emotional bond is the only factor that breeds true loyalty. Women don't want "service," they want empathy.
Women get stronger with age. The largest purchasing body is baby boomer women. They are rich and influential. To appeal to women, try these strategies:
1. Think like a woman. Show her attention and empathy.
2. Be emotional. Get personal and sell yourself.
3. Don't try to suck up. Don't pander to women or try to exploit the obvious media stereotypes. Not all women are crazy about shoes and celebrities.