By Matthew Spieler
(Second of two parts)
Last issue, Floor Covering News began looking at some of the many educational and training opportunities available in the industry, specifically for people in the retail sector— from owners/managers to salespeople to installers.

Whereas in the past the ability to advance one’s knowledge of both industry and profession was limited, this is no longer the case. Today, someone looking to upgrade to or maintain a more professional standing has more options than ever before.

In fact, in many cases, you don’t even have to leave your office as many companies, groups and associations offer training via the Internet in the form of live Webinars, instructional videos and self-learning modules. In addition to not having to schedule time away from work, these learning opportunities are available 24/7.

When the time comes to leave the office, trade shows and conventions, for example, offer up a full menu’s worth of classes, usually divided into “tracks” or specific areas of interest, such as installation, retail sales, designer orientation and so on.

As noted in part one, the list is by no means exhaustive of what is out there. While most of the educational opportunities presented in this survey are open to anyone, we did include information on what some of the buying groups are doing since their members are spread across the country and their training courses have become as sophisticated and professional as those offered by mills and trade shows.

Preferred Brands

As the parent company to the Floor To Ceiling and World of Floors buying groups, “training is a top priority,” noted Emil Pedick, vice president and president of World to Floors. “We recognize learning opportunities are among the most important benefits we can offer our members.”

While Webinars are gaining importance due to the time savings and expense of travel, he said “old-fashioned, face-to-face training still has its place in the company’s bag of training tricks.”

These include regular sessions at its headquarters’ Learning Center in Burnsville, Minn., as well as in the field. Roundtable discussions, breakout sessions and speakers addressing timely topics are also an emphasis at its annual convention.

“It’s important our members are up to speed with the latest information and techniques,” Pedick explained, “but it’s equally important we offer them options that respect their exhausting schedules. We think we have accomplished that by developing our web-based, Showroom Video Learning Series.” Accessed through the company’s InFlo intranet portal it offers training for salespeople and management alike.

“Through a series of modules,” he added, “a member can gain a working knowledge on products ranging from carpet, hardwood and laminate flooring to kitchen and bath cabinetry, without leaving the comfort of his office or home.”

But product knowledge is only half the battle, Pedick admitted. “A reasonable understanding of what makes customers tick, along with sound sales and management techniques are necessary to build a successful business.”

To that end, Preferred has built modules such as “Getting to Know Your Customer,” “Customer Statistics,” “Creating a [Customer] Connection,” “Leveraging the Customer Experience” and “Becoming a Service Leader” to give members the ability to stay current on the latest consumer trends and information.

“The take away,” he concluded, “is that well informed and knowledgeable members mean a win-win for everyone. Salespeople gain more confidence, customers find their needs are being properly addressed, and members and our core vendors realize increased margins.”

For more on Preferred Brands and its educational offerings, call 952.890.8979 ext. 325.

ReSource

Understanding that education and training is a necessary, although sometimes, inaccessible component for its members, ReSource Commercial Flooring Network developed an online training site—ReSource University.

“ReSource University is designed to provide courses and reference material to assist employees in staying current on industry information, ReSource preferred suppliers’ products, technical issues and other business skills such as time management and programs like Outlook and Excel,” explained Kris Keller, vice president of marketing and member services.

She said members are encouraged to enroll all associates within their company to take part in ReSource University. “Everyone from the sales and installation associates to the receptionist, controller and other essential office personnel benefit from being more familiar with industry terminology and information available through the university.”

By being accessible 24/7, Keller added, it allows employees to take courses at their convenience from the office or home. At press time, there were 237 registered students on the site. To promote participation, ReSource members have created incentives including drawings, competitions and cash spiffs for completed courses.

The university presently offers 96 courses and reference presentations. Content is provided through video, slide presentations and audio presentation formats. As an example, she pointed to the “Salesperson Development” track, which offers a progressive collection of courses that include an overview of the flooring business, products, installation terms and methods. “Individual courses and reference presentations include topics such as moisture, dealing with customers, product presentations and installation videos.

The university’s content, Keller said, is provided through partnerships and/or licensing agreements between ReSource and leading industry groups and professionals, preferred suppliers as well as content developed exclusively by ReSource. “Consistently adding new, current and relevant content is key to providing this beneficial tool to our members.”

For more information on ReSource and its university, call 407.574.6600 or visit rfcn.com.

Shaw

At the company’s Shaw Learning Academy (SLA), the focus is on people committed to helping internal and external customers become better at home and at work, noted Danny Crutchfield, director of corporate training and organizational development, and LaShon McGinnis, manager of market development for the Shaw Flooring Network (SFN).

Because of this philosophy, they noted, SLA has been recognized as a top 125 training company by Training magazine since 2004, continuing to improve to the most recent ranking of No. 18 in 2010 (FCNews, Feb. 22/March 1).

Crutchfield said SLA “offers an array of instructor-led courses, online learning and training resource materials to help retailers succeed in their business.”

McGinnis added, “Retailers can also partner with the Academy to gain performance consulting, and development of customized training programs, maintaining constant focus on results and relationships, while working with retailers to identify what success will look like and what it will take to achieve it.”

While SLA offers a broad and diverse offering of learning opportunities, they pointed to some of its core training solutions:

• Floor Tech. This three-day comprehensive seminar covers all aspects of the flooring industry, Crutchfield explained, and evolved from a customer request to provide on-site training including mill tours. “After 15 years, it continues to be the most popular in the Academy’s Center for Sales Excellence program.”

For an economical approach, Floor Tech on the Road was developed as a way to take the instructional format of the course to various locations across North America. It includes all of the elements of the original version, but the instructors travel to the participants.

• Retail SALT (Shaw Academy for Leadership Training). McGinnis said SALT is an “intense” three-day course for retail owners/managers designed to assist the decision makers in developing a road map for business and life. “Participants are exposed to leadership development, impacting a number of our key customers.”

• Performance & Profitability Kits (PPKs). “These provide the training to benefit retailers and their employees in a mode that is conducive to the busy retail environment,” Crutchfield explained. The system is designed to help owners and managers offer training to employees in-house, through self-study, one-on-one, or instructor-led sessions.

For a successful relationship, they added, learning must go both ways. As such, Shaw meets with its SFN dealer advisory council several times a year Consisting of 13 dealers throughout the U.S. and Canada, this group speaks to other Shaw dealers on a regular basis. “The feedback they provide is invaluable as it relates to product, marketing, consumers, web-based initiatives, in-store needs and best practices,” McGinnis noted. “Not only has Shaw listened, we’ve incorporated this feedback in a multitude of areas. The feedback has led to some positive change.”

To learn more about SLA or to sign up for a class, call 706.275.4654.

Starnet

As a marketing cooperative, Starnet Worldwide Commercial Flooring Partnership is focused on providing a range of educational programs to it commercial flooring contractor members, noted Deb Esbenshade, vice president of member services. In some cases, she explained, this training is conducted via live seminars, while other sessions are held at Starnet’s membership meetings as well as in regional locations.

These training sessions include topics ranging from installation to maintenance to finance to selling techniques. In addition, Esbenshade noted, “Starnet hosts a 24/7 training school called Starnet University which offers courses in product knowledge from our preferred vendor network and other courses which strengthen our member companies.”

The co-op also offers periodic Webinars featuring either new product news or a recently introduced Starnet program. “These Webinars” she said, “are attended by a large number of employees in our member companies through an Internet link. [With this method] we are able to communicate the information in an efficient and effective way and to drive consistent information.”

Recognizing its members’ reputation ultimately rests on how they install the product, Esbenshade said Starnet partners with its preferred vendors to endorse and communicate their 2010 training program on specific flooring installation techniques. And, during 2010, the group is partnering with NTCA and Dal-Tile, a Starnet preferred vendor partner, to endorse their regional training calendar and to encourage Starnet members to participate in these opportunities.

For more on Starnet and its various training programs, call 800.717.4520 or email deb@starnetflooring.com.

Surfaces

Kelly Cooper, marketing manager, said the industry’s largest trade show offers the most comprehensive and affordable educational offering in the industry, bar-none. “Surfaces provides the best forum for wide-ranging, industry-relevant subject matter presented by some of the top minds in floor covering.”

She noted the show, which is produced by Hanley Wood Exhibitions and sponsored by WFCA, offers a series of over 40 three-hour workshops, 90-minute seminars and 60-minute mini sessions focused on five targeted tracks—business, sales, marketing, installation and design—with many of the workshops and seminars qualifying for certification through AIBD, ASID, IIDA, NKBA, CFI, IICRC and WFCA.

In addition to the classroom program, Cooper said Surfaces puts importance on installation by offering attendees the ability to see the newest products and installation techniques in action on the show floor with its On-Floor Education stages. “These provide exhibitors the opportunity to present on core topics critical to the industry today,” she explained, “including sustainability; business and technology; design and trends, and installation. These education stages provide attendees the ability to informally receive topnotch education without having to leave the show floor and are free with exhibit registration.”

Outside of the formal education program, Cooper said Surfaces features key areas on the exhibit floor that allow attendees to see the hottest products before they hit the market, “keeping them one step ahead of the competition.” These include the New Product Showcase and Above the Baseboard Pavilion.

The first, she explained, provides exhibitors the platform to showcase their newest products in an exclusive area to help drive traffic back to their booth for more in-depth information.

Meanwhile, “Above the Baseboard is a one-of-a-kind area where attendees can visualize how products—hand-crafted tile, countertops, wall coverings, window coverings, decorative concrete, sinks, cabinets and many others—are being used by consumers.”

While the entire education program for the 2011 market will be available in late August when registration opens, for more information on Surfaces and its educational offerings, call 972.536.6400.

WFCA

Following its sale of Surfaces in 2001, Chris Davis, president and CEO said WFCA shifted its focus from primarily a trade show orientation to a more traditional association role of raising the bar and improving the standards and practices in the industry.

And, as the industry has become more and more specialized, “WFCA has evolved from being a producer of educational events to being a primary facilitator for WFCA members to receive specific educational training.”

A key component of this is through its trade scholarship program. Regular members are currently eligible to receive up to $500 annually to attend such varied programs as sales training, installation training, classes in software or other computer training, or virtually any other type of educational offerings that relate to the operation of that member’s business.

Though certain rules apply and the funds for the program are budgeted annually, Davis quickly pointed out while WFCA takes steps to ensure members have equal access to the initiative funds are available on a first come, first served basis.

One interesting note about the program, he added, in its almost 10-year history, the full allocation of funds available for trade scholarships have yet to be fully expended. Meaning members can easily take advantage of training programs offered by manufacturers, merchandising groups, distributors and other providers at greatly reduced costs.

To help make the education work for those who take advantage of it WFCA has three certification tracks: Certified Flooring Executive (CFE) for owners and managers, Certified Flooring Sales Consultant (CFS) for flooring sales personnel, and Certified Flooring Professional (CFP) a professional managerial designation for those members whose professions primarily include other technical certifications, such as restorers, cleaners, inspectors and installers.

Each designation has a required number of continuing education hours followed by a certification exam. To maintain certification, a minimal number of hours of continuing education is required prior to renewal every two years.

While administered by the association, Davis said all three designations are for the industry, thus are open to both members and non-members of WFCA, although at a slightly reduced cost to members.

“In an economy where it is important to seek any distinction between you and your competition,” he stressed, “the achievement of an independent, third-party industry certification is not just an achievement, it signifies and recognizes that individual’s professionalism and commitment to being the best among his peers.”

The association also makes available “a treasure trove” of information on sales training, business operations, marketing research, legal and legislative issues in the “members only” section of its website, wfca-pro.org, Davis added. The consumer site, wfca.org, offers unbiased information about every type of flooring and a variety of interactive tools, including a virtual room designer and workbook, to assist consumers in making intelligent choices about floor covering.

To learn more about WFCA’s trade scholarships and other sponsored training opportunities, call 800.624.6880.

Wilsonart

From retailer specific websites and downloadable presentation materials to hands-on mill tours and installation training and regular email/print updates on products and services, Tammy Weadock, marketing manager, said Wilsonart’s training programs range far and wide.

“We believe knowledge translates into sales and, especially for the Wilsonart High Pressure Laminate (HPL) story,” she said, “it’s important our distributors and retailers can fully explain the advantages and long-term benefits that our products deliver.”

To maintain a direct dialog with dealers, Weadock said Wilsonart re-launched Laminate Flooring Journal, a colorful quarterly magazine showcasing imaginative installations and profiling the salespeople, installers and designers who make them possible. “Retailers say they use these testimonials to help customers visualize their own projects.” In addition, the new blog, LFJ Skinny, “shares time-sensitive information and keeps dealers abreast of Wilsonart news.”

Wilsonart dealers also get access to wilsonartretail.com, which offers downloadable sales training presentations, support materials, case studies and much more. “Retailers can use the site to upload digital images of their most photogenic installations for feature consideration in the magazine and online,” she said.

The company also offers specifier programs. “Specification training is absolutely critical to giving architects and designers the information they need to make a confident choice with Wilsonart,” Weadock said. “Hundreds of these presentations are given in firms, as well as at local and national conferences and design schools each year.”

Created to reach designers, architects, facility owners/managers and contractors, she noted they are central to the specification sales initiative. Wilsonart and distributor reps with specification roles have access to presentation sample boards, in-depth design trends and sustainability presentations, along with IIDA-, ASID- and AIA-approved continuing education programs.

“Wilsonart takes its role as an educator very seriously,” she concluded. “Historically it’s been an important part of our culture.”

To learn more about Wilsonart’s training programs, call 800.435.9109.