NWFA Blog

Friday, March 15, 2013

A Message From Howard Putnam, 2013 Expo Keynote

Howard Putnam is the former CEO of Southwest Airlines. He is also the keynote speaker for the upcoming NWFA Wood Flooring Expo.

Thank you for inviting me to be your keynote speaker for your upcoming Wood Flooring Expo. While we come from different business backgrounds, we have the same goal: to build a loyal customer base and boost morale and productivity with our employees. Bottom line improvement comes through people and a clearly defined flight plan.

When we meet at the Expo next month in Dallas, I am going to share with you how Southwest Airlines developed a culture that focused on “hiring attitudes” and further developing their skills. This, in turn, gave our customers a better experience. In a time when airlines are struggling, Southwest has thrived and enjoyed 40 consecutive years of profitability.

We Thought Big and adopted a culture that focused on people. The result: Southwest rose to the top of the airline market and continues to be successful today.

Come to Dallas and Think Big. I look forward to sharing stories and discovering new Big Ideas with you.

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Wednesday, February 20, 2013

NWFA Partnerships Benefit Members

Michael Martin became CEO of NWFA in May 2011 after joining the association in February 2011.

Relationships play a huge role in a business’s success. The relationship between the contractor and the distributor, the distributor and the manufacturer, or the customer and the installer, is the foundation of a good business reputation and a smooth operation.

In that regard, NWFA has been building partnerships with other associations to ultimately benefit all NWFA members. One of the most recently established partnerships is with the North American Association of Floor Covering Distributors.

Check out this video, which describes the details of the partnership, as well as a few other recent developments.

Distributors, be sure to visit NAFCD on the trade show floor at the NWFA Wood Flooring Expo. NAFCD is sponsoring a distributor lounge at its booth and invites you to stop in during the show.

The NWFA and NAFCD partnership aims to bring distributor members new opportunities for growth in this specialized industry segment. For more information about this partnership, click here.

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Monday, January 21, 2013

Think Big in 2013

Michael Martin became CEO of NWFA in May 2011 after joining the association in February 2011.

A new year always brings with it the feeling of having a new start. Thoughts usually turn to how to make the new year better than the last. Whether it's a new personal resolution, or a new goal for business, at the turn of each January we look to the future with fresh anticipation, and hope.

Fortunately, so far 2013 looks to be one of the best business years in our recent history. The housing market is showing more sustained, long term improvement, the elections have come to a close so there is more certainty as to how government regulation and taxes will affect us, and consumers are becoming more comfortable with spending again.

Like most of you and your companies, while we know there are new legislative challenges, healthcare issues, and environmental regulations to work through, we are starting the year at NWFA optimistically. Our leadership believes we've created new opportunities that differentiate us and will improve our importance within the marketplace.

Last week marked the start of NWFA's new regional workshop approach to technical education for 2013. Nearly 40 individuals participated in six one-day workshops in New York City, each focused on a specific skill or practice. By cutting travel costs and providing choices on how many days of training people participate in, we believe our members are better served in a less expensive way. So far, the reception of this structure has been overwhelmingly positive. The next workshop series will be in San Francisco next month. If you haven’t already, see the current 2013 schedule here.

Many of you have contacted us to ask for training to be held in additional areas, and, as we grow this format, we will continue to grow the number of locations served over time. On top of a new regional format, we are doing a pilot program in a technical college environment with the Chattahoochie Technical College in Atlanta this March. This is the first step in what could become an entirely new approach to our technical training. In a college setting, we can create a permanent ongoing approach that is enhanced with other course work and is designed to educate installers from the time they enter the industry. This can also help provide our existing members with trained employees. This could prove to be the biggest idea we implement in 2013 and beyond.

As we head into the final stretch of weeks leading up to our 2013 Wood Flooring Expo, momentum is growing and it promises to be the biggest show in years, which is why we've selected "Think Big" as our theme. Working from the 40% growth of last year's show, we are anticipating at least an additional 20% growth for this year with a sold out show floor and hotel. If you haven't done so, book your booth or register and make your hotel reservations now.

To put you in the right "Think Big" frame of mind, we've invited Howard Putnum, the former CEO of Southwest Airlines to show us all how a tiny airline grew into a major player by putting customer first, while at the same time being the only airline to make a profit. Most airline competitors have been in and out of bankruptcy for decades, but not Southwest. You'll learn how they not only competed, but also thrived with a profit every year in the face of industry-wide adversity.

Our second keynote will be from the hosts of HGTV's show "Kitchen Cousins," which is becoming "Cousins on Call" in 2013. Apparently, they're thinking big too-- moving from the kitchen to a whole home makeover show to match their growing popularity. What attendees will learn from this duo is how a small family contracting firm grew with innovative marketing techniques, ultimately landing themselves on the HGTV circuit.

As the year progresses, other big ideas to help our members include a new blended approach to our education and certification programs, new international advances, new partnerships for joint education programs, and more.

Since this is an interactive blog, tell us how you plan to "think big" in 2013?

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Tuesday, November 27, 2012

Community Service Awards through NWFA

John Lessick is the Board Vice Chairman of The National Wood Flooring Association. He can be reached here.

There is something about this time of year that makes me think about those in this world who really benefit from just a little bit of generosity. I don't know if it's the 'holiday spirit' or the declining temperatures, but I find myself thinking, "How can I help another human being? How can I give support to a charitable organization?"

I think there is something very strong to be said for giving back to the community. Especially in industries, such as ours, where we rely on local people and businesses to hire us and keep food on our tables, I think it's very important to pay it forward and put good deeds back into our community.

So many of us are already doing this because we know it's the right thing to do. In celebration of that attitude, the NWFA has a program designed to recognize those companies that find the time and resources to give back to their communities.

The Community Service Award program will start accepting entries soon. This is not a contest, but a way to publicly recognize the good work this industry does. All recipients will be honored at the Awards Luncheon at the Wood Flooring Expo on April 4, 2013.

We all know that giving back to our communities isn’t about the recognition. That's not why we do it. This program exists to showcase how we can apply our companies, our people and our craft to help others.

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Monday, November 19, 2012

Southwest Airlines Former CEO, Howard Putnam, to Make Big Impression at NWFA Expo

Enos Farnsworth Enos Farsworth is president North America at Florence, Ala.-based HPS Schonox and is the chair of the NWFA Expo committee. Enos may be reached here.

I can't believe the 2013 Wood Flooring Expo is less than five months away. The show floor is roughly 70 percent sold already, and the buzz around the industry is getting louder and louder. Identifying the appropriate keynote speaker for the Expo presented the Expo committee with a fun challenge. The speaker has to be relatable, relevant and have charisma. We were thrilled with Ken Schmidt, the former director of communications for Harley-Davidson, in 2012, and the committee was more determined than ever to match and exceed the high bar that was set. That being said, we have invited Howard Putnum, former CEO of Southwest Airlines, to be the keynote speaker at the 2013 Expo. Mr. Putnum will talk to us about how Southwest Airlines rose to the top of the airline industry by providing an outstanding experience for its customers. He will show attendees how to build a culture where people come first and how that culture can increase the bottom line. We are all customers of something and we all have a story to tell. It's important that our customers have positive stories to share about us. We can make sure those stories are positive by putting them first and putting our own people first. Mr. Putnum will show us how to do that effectively in our own businesses. The keynote session is free to all registered attendees of the Wood Flooring Expo. We can't wait to see you April 2-5 at the Gaylord Texan in Dallas, TX. For more information about the NWFA 2013 Wood Flooring Expo, visit www.nwfaexpo.org. We can't wait to see you April 2-5 at the Gaylord Texan in Dallas, TX. For more information about the NWFA 2013 Wood Flooring Expo, visit www.nwfaexpo.org.

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Wednesday, November 14, 2012

FREE Exhibit Space at DOMOTEX Asia!

Jim Gould is is president of St. Louis-based Floor Covering Institute LLC. Jim may be reached here.

I am happy to announce that NWFA member suppliers of U.S. made hardwood flooring and lumber products are eligible to receive FREE exhibition space at Asia’s largest floor covering trade show, DOMOTEXasiaCHINAFLOOR held in Shanghai, March 26-28, 2013. Participating exhibitors may also take advantage of reduced booth design and construction costs by sharing expenses as a group. To exhibit with NWFA, the only cost is a $750 administration fee that covers printing, promotion and related expenses.

Other benefits include group hotel room rates, coordinated meetings with potential customers, exposure to international media and more. These NWFA member perks are made possible by a cooperative agreement between the NWFA, the American Hardwood Export Council (AHEC) and the US Department of Agriculture (USDA) promoting export of American hardwood and hardwood flooring products.

The NWFA has participated in DOMOTEXasia for years, blocking floor space to create an area dedicated to showcasing its member’s American made products. Typically raw exhibit space costs exhibitors $300 per square meter, however, under the DOMOTEXasia 2013 arrangement, exhibition space for participating members will be free; saving exhibitors thousands of dollars.

The NWFA knows that DOMOTEXasia is a great place to compare products, discover new markets and channels, and learn about new innovations, trends and business opportunities. But this isn’t just another big show. There’s more to why the time to participate is now and why NWFA is making this extra effort to make it possible; they’ve asked me to write about what makes this show unique and why there is a sense of urgency.

Why should an American manufacturer or hardwood supplier exhibit at DOMOTEXasia?

First, it’s big. DOMOTEXasia CHINAFLOOR is the largest exhibition of wood flooring in the world. Of the show’s total 130,000 square meter floor space, 60,000 square meters will be dedicated to hardwood and wood flooring. It’s an international show, drawing over 1,000 exhibitors and 40,000 attendees from more than 90 countries. More manufacturers, agents, buyers, distributors and retailers of wood flooring gather here than at any other event.

But maybe even more important than that is its venue. It takes place in Shanghai - the epicenter of the world’s fastest growing economy and floor covering market. China’s floor covering market already dwarfs the US and the projected demand for floor covering is simply hard to fathom. The demand for raw hardwood is similar and despite China’s best efforts to reforest, the country will need to continue increasing its import of raw wood over the next five years in order to meet demand in its housing, furniture, flooring and construction markets. The show’s venue gives unique access and exposure to this market and this is arguably the show’s most valuable opportunity for exhibitors.

What is driving this expanding market?

While Europe’s wood market is contracting and the US struggles to regain ground after its housing market downturn, Asia’s wood flooring market continues to grow at unprecedented rates. The urbanization of China’s population - moving people from rural farms to new, urban communities - is needed to serve the country’s massive manufacturing growth. New cities are emerging where none existed two years prior and creating new infrastructures for these new population centers has created new jobs. The combined movement of people to urban centers and creation of new jobs has resulted in a growing middle class like no other in the world.
China’s new middle and higher income class is roughly 300 million people (about 23% of the population) with money to purchase cars, computers, furniture and flooring. With rising wages and consumerism comes the desire for better quality furnishing and this is driving a thirst for American made products and luxury brands. It may seem incongruous to some, but the fact is China is the second largest luxury market in the world. It is the largest market for BMWs, Mercedes, Lamborghini and Rolls-Royce cars and in spite of its long tradition with tea, China supports over 500 Starbucks. According to the World Luxury Association (WLA), China’s annual luxury sales (excluding private high-end jets, yachts and vehicles) increased from 3.5 billion USD in 2002 to 12.6 billion USD in 2011. This accounts for 28% of the annual global luxury market.
Based on my research, I estimate there are at least 270 billionaires in the country. The best news is that the Chinese LOVE American made products and are willing to pay more for Western brands because of the quality and status they represent.

As I did the research for my recent industry paper, “The Growing Opportunity in China”, I learned that in order to meet the needs of China’s urbanization they will build between 16 and 19 billion square feet of NEW floor space EACH YEAR from now until 2025. That new space each year is itself equal to the entire US Floor Covering Market. This urban growth is creating emerging markets in China’s 2nd and 3rd tier cities which are struggling to meet the growing housing, furnishing and flooring demands.

I am convinced that to discount China as a nation with little expendable money is to overlook one of the biggest opportunities in the world. That is not to say that doing business there is simple. That is why going to DOMOTEXasia is so helpful. It is an opportunity to network and meet with potential business allies. Partnerships are critically necessary to access those emerging markets.

Although DOMOTEXasia has worked with both AHEC, the NWFA and The Floor Covering Institute in recent years to increase business opportunities for NWFA members, the 2013 partnership and initiative for free exhibition space underscores their belief that it is more important now than ever to consider expansion of exports to Asia.

Exhibiting companies will not only benefit from free show space but also from shared booth design and construction costs. The opportunity for exhibitors to gain exposure is not limited to the free space but will also includes access to secondary venues within the show such as a new products showcase for exhibitor’s newest ideas and products, and FLOORTECH dedicated to demonstrating flooring production and construction technologies. Planning is underway for a possible cocktail party for NWFA members and matchmaking between Asian buyers and American suppliers.

In addition to exhibiting with NWFA, exhibitors will also have the experience and knowledge of AHEC who is the leading international trade association for US hardwood industry. They opened their Southeast Asia and Greater China office in 1992 with the goal to sponsor market development activities and to help US companies penetrate the Asian markets.

Not a manufacturer? There are many reasons why buyers should add DOMOTEXasia 2013 to their schedule but I’ll save that for my next article.

Members interested in learning more about the opportunity of DOMOTEXasia 2013 should contact Debbie Edgar at NWFA Headquarters via email debbiee@nwfa.org or phone 800.422.4556 or me at jgould@floorcoveringinstitute.com or 314-222-7886.

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Tuesday, November 13, 2012

Are You Looking For Leadership Skills to Expand Your Business?

Rick Holden is executive vice president at Philadelphia, Pa.-based distributor Derr Flooring Co. and is the current NWFA chairman of the board. Rick may be reached here.

NWFA Partners with UPENN to Provide Institute of Leadership and Business Growth Program

If you are a small business owner or an employer who has an emerging leader, NWFA has created a new opportunity to develop the skills needed to succeed in the flooring industry today.

In conjunction with other leading associations, including the Association of Rug Care Specialists, North American Association of Floor Covering Distributors, and World Floor Covering Association, NWFA has developed a leadership program with the University of Pennsylvania (UPENN) designed specifically for floor professionals.

The program – to take place at UPENN’s School of Arts and Sciences – is designed for association members who own, manage or are being trained to manage small to medium-sized flooring businesses. The program will provide the concepts, tools and proven strategies to more effectively drive business growth and to successfully transfer management of the business to the next generation of leaders.

The Institute of Leadership and Business Growth Program is particularly unique with its broad-based curriculum. Some of the focal points of the program include:

Entrepreneurial Accounting
Customer-Centric Innovation
Navigating Family Business Issues
Negotiation and Dispute Resolution
Financial Management: Theory and Practice
Entrepreneurial Marketing
Communication and Branding
Operations Management
Human Resource Management: Recruitment and Retention Strategies
Leadership and Organizational Culture
Leadership Development
Leading Organizational Change

The program will officially begin on January 13, 2013 with a three-day session on the UPENN campus. Following this session is a five-week online learning program offering real-time classroom lectures and discussions with faculty that are accessible from any location on any web interface. We understand that as business owners and managers, leaving your business for five weeks is just not feasible. So, with online technology, we can bring the education to you.

Be sure to visit the University of Pennsylvania website for any additional information and to register.

Get the tools you need to grow your business, in 2013 and beyond. We hope to see you in Pennsylvania!

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Monday, November 12, 2012

Surfaces Trade Show: Opportunity to Exhibit at NWFA Pavilion

Michael Martin became CEO of NWFA in May 2011 after joining the association in February 2011.

The Surfaces trade show provides our industry with the opportunity to spread awareness about hardwood flooring. As I mentioned at the Expo this year, we have worked cooperatively with the organizers of Surfaces to develop an opportunity for our members to exhibit in the NWFA Wood Flooring Pavilion.

This is a limited opportunity for 10 NWFA small manufacturer members to join the NWFA and Hardwood Floors magazine in a large and prominent location dedicated to wood flooring. In addition, exhibitors have an opportunity to use the demo stage.

This opportunity will give members the ability to grow their network by providing a home base for those who attend the show. Companies participating will benefit from web and print promotion throughout the show.

Additionally, NWFA Chairman-Elect John Lessick of Apex Wood Floors will present “Beauty Is More Than Skin Deep: Maintaining & Refinishing Wood Floors” on Tuesday, Jan. 29, 2013.

Surfaces will take place January 29-31 at the Mandalay Bay Convention Center in Las Vegas, Nev. If you are a small manufacturer and interested in exhibiting in the NWFA Wood Flooring Pavilion, contact Kerry Cree via email or (972) 536-6356.

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Monday, October 29, 2012

NWFA Wood Flooring Expo Registration Now Open

Enos Farnsworth Enos Farsworth is president North America at Florence, Ala.-based HPS Schonox and is the chair of the NWFA Expo committee. Enos may be reached here.

Registration for the 2013 NWFA Wood Flooring Expo is open!

This year's Expo promises to deliver true value. In an earlier blog, I gave you a preview of what was coming your way in 2013: relevant education break-outs with topics you've suggested, increased opportunity for networking with peers and business partners and a packed show floor.

At this point, the trade show floor is more than halfway booked! Exhibitors are quickly coming on board and we're anticipating another exciting sell-out.

When we started looking at potential keynote speakers for the 2013 show, we wanted to bring you someone who can relate to our industry — someone who has taken a commodity, like flooring in our case, and successfully marketed it as something special. We also wanted someone who could talk to us about how to build a culture of loyalty both from the customer side and the employee side.

With those thoughts, we have invited Howard Putnum, former CEO of Southwest Airlines, to speak. Howard's thumbprint on Southwest brought its reputation and brand loyalty to the top of the airline market. We are looking forward to hearing his insights and applying them to our own businesses.

Additionally, HGTV's the Kitchen Cousins, two contractors and designers from New Jersey, will be our emcees for the Awards Luncheon. We look forward to having them on hand to present our distinguished Wood Floor of the Year and Community Service awards.

You'll be hearing a lot more about the Expo during the coming months, but I wanted to make sure that I encouraged you to register early. By registering before December 31st, you will have a chance to have your Full Expo registration fee completely waived, saving you $600.

We look forward to seeing you in Dallas. THINK BIG!

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Monday, October 22, 2012

NWFA Participates in Greenbuild

Michael Martin became CEO of NWFA in May 2011 after joining the association in February 2011.

We all know that wood flooring is the greenest, most eco-friendly flooring choice on the market. That being said, it makes sense that for the first time, NWFA is participating at the Greenbuild International Conference and Expo, taking place November 14-16, 2012 in San Francisco, CA.

Greenbuild is the world's largest conference and expo dedicated to green building. By being a part of this show, we have a great opportunity to further the wood flooring industry's relationship with professional designers, architects, builders and educators. We can spread our message and educate these stakeholders about our industry so they are more informed when recommending flooring options to their clients. NWFA will participate on the show floor and at the Forest Stewardship Council Awards Ceremony, in addition to other networking events.

Greenbuild features three days of education, networking opportunities, industry showcases, LEED workshops and tours of the host city's green buildings. Greenbuild provides more than 100 educational sessions to more than 30,000 attendees.

Click here for additional information.

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Monday, October 08, 2012

NWFA and NAFCD Partnership

John Wooten is a product manager with Wadesboro, NC-based CMH Space Flooring Products and is the chair of the NWFA Distributor Steering Committee. John may be reached here.

The NWFA Distributor Steering Committee is always evaluating programs and services that will benefit our fellow distributor members. Recently, the committee and the North American Association of Floor Covering Distributors have found a way to deliver value to their members and foster new business relationships.

NWFA's distributor members certainly reap the benefits of this new partnership. They can attend the upcoming NAFCD convention (November 14-16 in Orlando, FL) at the NAFCD member rate (a savings of about $500). Additionally, we can book hotel reservations within the NAFCD room block at the member rate. The savings of attending this convention alone return our cost of membership.

Distributors, I hope you are able to take advantage of this great opportunity to network with other types of floor covering distributors and participate in industry-specific education. NWFA will have a presence on the show floor and we hope you will take the opportunity to stop by.

Additionally, NAFCD's members are invited to attend the NWFA's Wood Flooring Expo in Dallas, TX, this coming April. We hope you are able to reap the benefits of this relationship as it continues to grow.

Learn more about this opportunity and how to register for the NAFCD convention online.

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Monday, October 01, 2012

Where Will You Be This Time Next Year? How about Washington?

Rick Holden is executive vice president at Philadelphia, Pa.-based distributor Derr Flooring Co. and is the current NWFA chairman of the board. Rick may be reached here.

Two weeks ago, I attended the annual September Hardwood Federation Fly-In in Washington, DC with nearly 50 leaders in the hardwood industry, including business owners, company executives and association officers. The diversity of the NWFA membership was well represented this year as well, with participation from the installer, inspector, manufacturer, distributor, and retailer communities.

While each of those communities brings a different perspective to Washington, we all come together with the lumber, plywood and other hardwood product industries to provide Congress and the Senate with a unified message.

One of the things I noticed on this particular trip is that our elected officials are far more aware of our issues than they used to be. We spent less time educating uninformed officials, and more time really discussing the issues. I think this is proof that the Hardwood Federation has made major progress in promoting and gaining support for many initiatives relevant to our industry.

These accomplishments include working to maintain the integrity of the Lacey Act, lobbying for financial support of the American Hardwood Export Council (AHEC) as part of the Farm Bill, increasing the amount of responsible harvesting of our national forests, and expanding the use of hardwoods in government “green” building projects as opposed to specifying less renewable materials for LEED points.

Unfortunately, funding these efforts continues to be an issue. As the economy has affected all of our businesses, funding for all association and advocacy work has taken a large hit. This year alone, NWFA members will contribute $20,000 less to the Federation than in years past. This is a significant hit for a small organization’s budget.

In order for the Hardwood Federation to maintain its momentum in its political activities on behalf of our industry, I challenge each of us to make a voluntary contribution to the Hardwood Federation and to give permission for the Hardwood Federation to send you information on its Political Action Committee (PAC).

On NWFA’s new website, you can now quickly and securely make a contribution to the Federation.

Learn more about the Hardwood Federation PAC.

I also encourage each of you to attend next September’s Fly-In. Next year, the NWFA Board of Directors will meet in DC at the same time, allowing our Board of Directors to participate in the Fly-In. This presents our members with yet another reason to come to Washington—not only can you participate in the Fly-In, but you will also have the added ability to network and discuss industry issues with NWFA Board members and staff at the same time.

We all know there is strength in numbers, and I hope you will take the opportunity to do your part to influence positive political change for our industry. Mark your calendars now for September 17-18, 2013.

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Monday, September 17, 2012

New NWFA Web Site Provides Member-Centric Experience

Michael Martin became CEO of NWFA in May 2011 after joining the association in February 2011.

Ever feel like the NWFA web site is hard to navigate or a difficult place to find what you're looking for? Then, come visit the site and see a brand new member-centric web site, http://www.nwfa.org.

While the new site features improved functionality, better navigation, and enhanced content for wood flooring professionals, it's just the beginning.

As we move forward, additional enhancements that utilize the real-time ability to interact will provide assurance that you don't miss out on anything, and can help shape the future of the association. Down the road we will also have interactive aps and online training.

To make your visits to the site as effective as possible, NWFA programs and services are organized according to business type and area of interest. You can also easily toggle between the member site and the consumer site, http://www.woodfloors.org, which bears a similar look and feel.

You can find information regarding all programs, from benefits and services available to all members, to the NWFA Certified Professionals program, to information about the NWFA Industry Research Foundation. For the first time, all NWFA programs, products, and services exist in one central location.

We need your help though: While the most exciting highlight is the ability to interact, we can't grow the education and networking opportunities without the right information. Please visit the site and make sure your profile is up to date.

If you are your company's main contact, you have two jobs-- updating your company roster as well as your personal profile.

Once you have your profile updated, you can register for training events, manage your contact preferences and employee lists, keep track of your degree credits and your certifications, and much more. Additionally, you will enjoy more efficient and real-time ways to interact with the NWFA. You will receive immediate confirmation of your training registrations, membership renewals, and product purchases.

I hope you will take some time to experience the new site, and provide any feedback we should consider as we continue to evolve the site. If you did not receive an email with your log-in credentials, please contact our membership department at 800-422-4556 for your login credentials.

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Monday, August 13, 2012

A Preview of the Wood Flooring Expo

Enos Farnsworth Enos Farsworth is president North America at Florence, Ala.-based HPS Schonox and is the chair of the NWFA Expo committee. Enos may be reached here.

When it comes to tradeshows, the general rule is that bigger is better! So what better way to celebrate the growth of NWFA's Wood Flooring Expo than by heading to Dallas where locals take pride on the fact that things are always bigger and better in Texas!

If you were in Orlando this year, then you already know that the NWFA Expo grew by nearly 30% and we're expecting even more growth in 2013. I'm very proud of the work the Expo committee has already done to build on last year’s success.

The committee takes into careful consideration feedback it receives from exhibitors and attendees. For the 2013 Expo, you will be able to participate in relevant education sessions suggested by NWFA members and led by industry leaders and field experts. You'll also be able to network with your peers and business partners, and walk a packed trade show floor. And, attendees staying at the Gaylord Texan will receive a coupon book full of special savings from our exhibitors-- worth more than the cost of staying on-site.

Registration will open soon, so mark your calendars for the 2013 Wood Flooring Expo, April 2-5 at the Gaylord Texan in Dallas. Think Big!

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Wednesday, July 18, 2012

NWFA Jointly Offers Business Learning Opportunities

Rick Holden is executive vice president at Philadelphia, Pa.-based distributor Derr Flooring Co. and is the current NWFA chairman of the board. Rick may be reached here.

The NWFA has joined three other flooring trade associations in the University of Pennsylvania School of Arts and Sciences’ Partnership for Executive Development and Business Growth. Business leadership and strategic planning are essential to ensure success, and this program will help you fine-tune those skills.

Only members of NWFA, as well as the Association of Rug Care Specialists, the North American Association of Floor Covering Distributors, and the World Floor Covering Association are able to take advantage of this unique opportunity.

This nine-week program will enable you to expand your network, as well as your business acumen. Learning will take place both in the traditional classroom and through online courses, and participants will be paired with mentors from the University.

The program is expected to begin in January 2013. The curriculum is being assessed to ensure the needs of the participants are met. If you are interested in learning more, please contact Debbie Edgar at 800-422-4556, and we will pass your information along to the University of Pennsylvania.

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Monday, July 09, 2012

Tips on Working with Architects & Designers

Allie Finkell is the Marketing Manager with Shaw Industries Hard Surface Division. She frequently speakers to architect and design groups about wood flooring, and can be reached here.

Leaving NeoCon, the largest show for the commercial interiors business, I am always re-energized by the creativity of the architect and design community and the suppliers who provide them product. And I can’t help but be struck by the difference in personalities between residential and commercial. Since hardwood is most commonly sold through residential distributors and dealers, it is important to identify and tailor marketing materials, product, and sales techniques for commercial applications in order to be successful in calling on architects and designers. Outsiders to this segment are easily spotted, but just a few tips and tricks can have you fitting in like a pro.

First things first, you must understand your customer. Designers and architects are professionals who have a bachelor’s degree in their field. Never make the mistake of calling them a “decorator” or you will instantly kill the relationship. Another important thing to consider is that they work on billable hours and are accountable to their clients. Be respectful of their time and always schedule an appointment. Drop-ins to commercial offices rarely go over well, and most designers don’t have time to chit-chat during business hours.

Many firms in this tough economy have downsized dramatically. As business is thankfully starting to pick up again, offices are doing more with less people, therefore everyone is extremely busy. Often offices only accept vendors in for product presentations one day a week. You may have to be patient to get an appointment, so when your day is finally up, make sure you’re prepared.

PowerPoint presentations are not usually required, but lunch is. Bring in something delicious and expect people to grab and go. It is common practice to bring something with you every time you visit – be it breakfast pastries, cookies, or promotional giveaways. We all love free stuff, right?

During the presentation, don’t forget that designers have their title because they love design. Bring in large samples of your product in the most eye-catching, inspiring colors. If you have posters or brochures, bring those visual materials as well. Tailor your presentation to the focus of the firm. Make sure whatever you bring is directed at commercial; i.e., don’t show residential installation photos or reference “for your home” in your technical materials. These are small things that raise red flags for commercial specifiers. Additionally, focusing on product design is a given, but some firms also concentrate on sustainability or particular segments like education or corporate. Know your audience and keep your presentation relevant and concise.

If you can’t get a lunch-and-learn appointment, reps have success when scheduling fun, off-site activities outside of regular business hours. Many designers are right out of school and are consequently broke. Any excuse to socialize with their friends (other designers) for free, and they’re in, especially if it’s for something creative like a cooking class, wine tasting or other unique activity. You can even do a wine and cheese drop-in at their office starting at 4:00/4:30, where the focus is on the products that are laid out and the relationship building you’re doing with their team.

Other great ways to pull an architect and designer audience together is to give a continuing education unit or CEU course. These must be developed and approved in advance and have to be company/product-neutral. Architects and designers must attend courses throughout the year in order to maintain accreditation with their industry organizations – ASID, AIA, AAHID, etc. Doing a CEU is sure to draw a large crowd (again, provide a meal) and is mutually beneficial to both you and the designers.

One last thought to keep in mind to be successful with commercial specifiers: Most designers have very limited knowledge about hardwood. They are responsible for selecting all the “finishes” in a space, so they must be a jack of all trades. The master is you. Don’t lose them in the minutia of wood manufacturing, but do try your best to educate them about the category, especially in regard to managing expectations. No wood is “heavy commercial” and they need to know this. Being their hardwood resource is a great way to start and preserve the relationship. Telling them where the product is inappropriate and should be avoided is more important than selling every job if you want long-term business from them. Explaining how to maintain it post-installation and giving technical documents or third-party certifications to back up your “pitch” is essential. Since they have to turn around and sell your product to their client, you need to arm them with all the information and ensure everyone knows what they’re getting and what to expect.

Hardwood is becoming a sought-after upgrade for commercial interiors, and as such, it represents a large opportunity for suppliers who have traditionally avoided the segment. The differences in personalities between residential dealers and commercial designers are great, but understanding their role and how to help make them successful to their clients will promote a mutually beneficial relationship in the future - and hopefully more volume for your bottom line.

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Monday, July 02, 2012

NWFA Accepted Product Seal Helps Ensure Confidence

Donna Millard is director of sales with McMinnville Manufacturing Company in McMinnville, Tenn., is a past NWFA board member and is now president of NWFA Service Corporation Inc. Donna can be reached here.

The NWFA Services Board approved a refreshed logo for the Accepted Product Seal program and added one for accepted eco products.

The Accepted Product Seal can be applied to wood flooring abrasives, factory finished engineered wood flooring, finishes, stains, and sealers, moisture inhibitors for wood subfloors, and factory finished solid wood flooring. Each product category has a unique set of criteria, all of which can be found at here. Currently the Accepted Eco Product Seal is only available for finishes, stains, and sealers.

We are also developing or considering criteria for other categories including adhesives, fasteners, fillers, and noise suppressors.

I encourage you to submit your products for the NWFA Accepted Product Seal. Show your stakeholders that you are actively ensuring the quality of your brand. The purpose of this program is to help customers identify wood flooring products that have met or exceeded specific industry standards. These seals demonstrate that the product has complied with listed industry testing, and therefore gives the customer confidence in your brand.

Contact NWFA Services at 800-422-4556 in the USA and Canada, or 636-519-9663 locally and internationally for more information and to participate.

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Monday, June 25, 2012

WWF’s Global Forest & Trade Network-North America Collaborates with NWFA

Linda Kramme is the manager of the Global Forest & Trade Network – North America of the World Wildlife Fund. She can be reached here.

The NWFA and WWF’s Global Forest & Trade Network-North America have signed a Memorandum of Understanding to enhance the efforts of both organizations to promote responsible forestry in WWF’s Priority Places.

Under the agreement, GFTN’s technical experts will offer NWFA member companies valuable information on high-risk species and regions, as well as guidance on ways to mitigate risks in their supply chains. Of particular concern are forest practices in WWF’s priority regions, including the Amazon, Heart of Borneo, Congo Basin, China and the Russian Far East. GFTN-North America leadership recently attended the NWFA Wood Flooring Expo in Florida and briefed members on some of the tools available to them, including GFTN’s online Lacey Act training course.

Flooring is one of the most important products sourced from these forest regions so this collaboration can play a big role in helping NWFA members reduce the negative impact on biodiversity, wildlife and communities. The collaboration also aims to highlight the business value of responsible sourcing and encourage market links between companies committed to responsible forestry.

GFTN is WWF’s initiative to eliminate illegal logging and encourage responsible forest management worldwide. More information about GFTN is at www.gftn.panda.org.

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Tuesday, June 19, 2012

The Importance of Being a Certified Professional

Roy Reichow is the President of National Wood Floor Consultants and a Certified Wood Flooring Inspector. He can be reached here.

Certification adds credibility to a professional. We expect our doctors, lawyers, and accountants to be certified. Certification implies that a professional has met certain criteria and participates in continuing education to maintain the credential.

The NWFA Certified Professionals program is no different. Wood flooring professionals who attain CP status demonstrate a commitment to keeping their skills and knowledge at peak performance, and are recognized experts within the wood flooring industry.

When I joined NWFA, I expected my business to immediately grow, which it did not. I began networking with other NWFACP members, who told me I needed to become a Certified Professional to get the best benefit from the NWFA.

I earned my certification and learned that networking is imperative to making the phones ring. Once I applied the networking strategies and my certifications to my new accounts, my closing success increased by 25 percent.

As the consumer base becomes more aware of the value of a certified professional, be sure that you not only hold the certification, but you openly advertise yourself as a certified professional. List the credential on your business cards, on your web site, on your truck, everywhere you can. Make sure your customers know why they should choose you.

For more information on becoming a certified professional, visit www.nwfacp.org or contact NWFACP toll free at 866-418-5408 (636-728-1922 outside of the U.S.).

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Monday, June 11, 2012

Social Media Faciliates Engaging Conversations

Liz Peuster is the NWFA marketing & web services manager. She can be reached here.

The NWFA’s following in the social media realm continues to grow every day. Our social spaces have become not just a place to stay up-to-date on the association’s activities, but a place for industry members to interact.

The NWFA LinkedIn Group, for instance, has a steady stream of dialogue. Posts and photos on Facebook are regularly liked and shared.
Participating in social networking is an easy and effective way to get engaged with the industry.

Social platforms are not only about broadcasting information, but sharing content, creating conversations and connecting with others.

Most of the fun in social networks is contribution – weighing in on topics, offering thoughts, and hearing what others have to say.

Check out the NWFA social communities and like, join, and follow us. Take part in discussions, view and share pictures, and be a part of a growing community of wood flooring professionals.

NWFA on Facebook
NWFA on LinkedIn
NWFA on Twitter

Also connect with Hardwood Floors in the social space - links on the right side of this page.

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