Article Number : 1748 |
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| Date | 2/14/2007 8:25:49 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=1748 |
| Abstract | By Louis Iannaco Hicksville, N.Y.—If a mind is a terrible thing to waste, then the cure must be education... |
| Article | By Louis Iannaco Hicksville, N.Y.—If a mind is a terrible thing to waste, then the cure must be education. Much like other industries before it, the flooring business has acknowledged that an educated executive, salesperson, inspector or installer makes for a better and more profitable situation for everyone. Nowhere is that better understood than at the World Floor Covering Association (WFCA). In offering its three-pronged educational program the last few years, the WFCA has offered those in the industry an opportunity to raise the bar, thus, raising the professionalism on the showroom floor, as well as in the executive office. Now it’s taking the concept to the next level. Said Chris Davis, WFCA’s president and CEO, “We’ve been offering our program for a few years now, but we are currently trying to push it a bit harder by working more with our industry partners. For example, it used to be that only we could offer and proctor the exam. We are now going to allow others to proctor the exam, which will be an online program. “One program is for executives, owners and managers,” he explained, “one is for salespeople, while the other is for professionals other than sales and execs, normally inspectors, cleaners. There is an installation program we support that is really a CFI program, not run by WFCA. We believe it’s probably the best program out there. “Several hundred industry professionals have gone through our program thus far,” Davis explained, “but that’s nowhere near where we want it to be. We’d prefer the number be several thousand. If you look at other industries that have operated the same type of program, it takes about 10 years for it to really get up and running to where there are a significant number of players involved.” Evan Hackel, president, Carpet One Floor & Home, is one of a growing number of executives in favor of the program’s expansion. “We support all efforts to increase professionalism in the industry. We believe one of the problems it has is there are many unprofessional salespeople who are giving bad information out to customers. We want to be part of any process that’ll improve professionalism in the industry, and we look forward to having our salespeople become certified and using it as an advantage and reason why customers should buy from our stores.” Robert Hill, president, Floor Covering Associates and WFCA chairman, recently had 30 of the company’s salespeople go through the WFCA sales program. “As with most things in business, there’s usually no simple one-to-one relationship leading to success. WFCA certification, however, compliments our strategy of offering the consumer full service in all floor covering product categories. At every opportunity, we promote the fact our people have earned WFCA certification; on our Web site, in our advertising, on business cards and on in-store message boards. In other words, we’re using WFCA certification to reinforce our promise of being the best place in town to select floor coverings—that our people are ‘credentialed.’ “The program is very important in that it enables us to officially recognize our most highly qualified individuals,” he added, “in a sense, WFCA certification is much like a campaign medal. It enables us to differentiate ourselves from lesser qualified competitors. And it motivates others around them to work and learn so they too can become certified once they’ve been in the business for three years.” Michael Moore, president/CEO of CarpetsPlus of America-Moore Industries in Medford, Ore., places a premium on certification. He has sent all his installers through the WFCA-supported, CFI installer certification courses and is planning to send his salespeople to WFCA’s sales program. “If your crew is trained and educated, and you treat them like they’re a partner in your business, you’re going to raise the bar of their mental focus on your business. They’ll take pride in [it].” Said Hill, “It’s difficult to know why someone decides to buy, but our people report certification has helped them to quickly build trust and rapport. Our people generally say something like this to every customer: ‘Mrs. Jones, I’m WFCA certified, which means I’ve gone through training to offer you the most current and, more importantly, correct information to serve your needs ethically and professionally, to watch for your interest so that I not only earn your business, but I earn the business of your family, friends and neighbors. Please allow me to explain how easy it is to buy all your floor coverings from [FCA].’ “WFCA certification is a ‘must-do’ for every serious-minded full-service flooring store owner,” he concluded. “It‘ll help to position them above their competition and it’s a good way to acknowledge the hard work, dedication and loyalty of those members of their company who’ve helped them succeed over the years.” |