Opportunities to learn, improve abound throughout the flooring industry Article Number : 5583

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Date	5/11/2010 10:55:40 AM
Written By	LGM & Associates Technical Flooring Services
View this article at:	//floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=5583
Abstract	By Matthew Spieler One of the key items that consistently sets a professional apart from the pack is the constant desire to gain knowledge and learn more about the craft. Regardless of the profession, the true professional understands things are always changing and in order to remain...
Article	By Matthew Spieler One of the key items that consistently sets a professional apart from the pack is the constant desire to gain knowledge and learn more about the craft. Regardless of the profession, the true professional understands things are always changing and in order to remain the best, one must take advantage of and search out every educational and training opportunity afforded to him. In the flooring industry, the ability to learn has never been greater as manufacturers, associations, trade shows and more are bringing to the table top-notch training sessions, with many of them having gained national recognition as being among the best in the country. Courses are available to everyone in the selling chain—from managers to salespeople to installers—and can be found in nearly every part of the country. Because there are so many avenues to gain additional knowledge, FCNews has culled some of the leading educational opportunities from a national perspective. The list is by no means exhaustive of what is out there—from the national level down to the local stage—as distributors do a tremendous job in holding seminars and classes, but these are generally regional and space does not allow us to include everyone and everything. While most of these educational opportunities are open to anyone, we did include information on what some of the buying groups—residential and commercial—are doing since their members are spread across the country and their training courses have become as sophisticated and professional as those offered by the largest mills and trade shows. Armstrong As one of the oldest manufacturers, the company has a long history of offering some of the finest training and certification. Francesca Vaughn, marketing specialist, Armstrong Floor Products, said, “With the rapid changes in flooring materials, adhesives and installation systems, education is key to maintaining productivity while reducing claims.” While sessions continue to be offered at its Lancaster, Pa., headquarters, she added, Armstrong also works “[with] our network of distributor trainers throughout the U.S. and Canada,” as well as working with trade associations such as the NWFA, INSTALL and CFI. “We do our best to offer training or certification at the local level.” When it comes to installers, Vaughn said, “Training and certification is an investment, much like a new work truck or tools. In fact training and certification is a tool to gain a competitive advantage. The more products an installer has knowledge and skill to install, the more work he will be able to do even when there is less available. It is very important installers are productive on the work they have, to maximize profit, while at the same time producing trouble free installations.” She explained installers who participate in certification programs that stress both knowledge and hands on skills, measure themselves against industry standards and can identify areas where additional training would be beneficial. And, once certified in a particular area “an installer can advertise to gain a competitive advantage.” When it comes to training installers, Vaughn said Armstrong stresses two other points beyond skill: knowledge and attitude. “Having workers skilled in installing specific products is critical to a successful, on time completion,” but there is more to being a professional, which is where the other points come into play. On knowledge she explained, “Understanding the product and its installation system is critical to determining accurately how much time and material will be required to complete a project. Because products are changing quickly and frequently if you install the same today, as you did five years ago chances are high you are experiencing difficulties.” Attitude, she added, is “a most important key” to being a professional. “It’s the desire to be the best, and the willingness to learn.” For its retail customers, Vaughn said Armstrong offers comprehensive online training at armstrongctc.com, where the focus is on product knowledge. “And while our award-winning armstrong.com site is geared to consumers, features such as the ‘Flooring Q&A,’ ‘Flooring Glossary,’ ‘Installation Info’ and our ‘Complete Guide to Flooring’ is an easy and quick way to garner useful information.” For more information on Armstrong’s training opportunity, call 866.502.8792 or email armstrongcustomer@geolearning.com. AmericasMart Atlanta As the host of the Atlanta International Area Rug Market, Chas Sydney, senior vice president of area rugs, feels “AmericasMart offers retailers from around the globe a complete package, including [topnotch] education.” In addition to the vast array of product and exhibitors—half of which show exclusively in Atlanta—he noted, “AmericasMart provides retailers with the opportunity to expand their business knowledge through the AmericasMart University (AMU) program.” AMU, Sydney said, “is the industry’s premier educational program, offering retailers a comprehensive schedule of informative business classes.” The curriculum is geared toward buyers in all industries and features a slate of facilitators, including consultants, designers, writers/authors and business practitioners. In addition to dozens of general business classes, AMU features specific seminars for rug buyers—many of which are presented and sponsored by AmericasMart area rug association partners. “These seminars are led by experts in the rug industry who are equipped to provide thoughtful insight and discovery from personal and professional experience and knowledge,” he explained. “Whether it is the winter or summer market,” Sydney said, “retailers can take advantage of the complimentary educational opportunities established to help area rug companies strengthen and expand their businesses. This July is no different, as AmericasMart has already scheduled a full lineup of AMU classes and area rug seminars. The summer market is set for July 15 to 18, and courses designed specifically for rug buyers include: • “Conservation, Repair or Restoration?” presented by Thea Sand, a certified rug specialist from the Restoration Industry Association and president of Emmanuel’s Rug and Upholstery Cleaners. Sand will facilitate a discussion about what’s realistic, and best practice versus client expectations and budget concerning the preservation and restoration of area rugs. • “Modern Renaissance in Turkish Rug Weaving” and “Appraising: Modern vs. Old vs. Antique Rugs from Different Countries.” Both will be presented by Richard Amatulli, managing member of Amatulli & Sons. He will discuss the modern renaissance in Turkish rug weaving from the second half of the 20th century to the present and how similar productions in other countries evolved during the same period. Amatulli will also address the inherent difficulties in appraising rugs from different countries. • “Pacific Collection – Recreating Antique Rug Designs Produced in Afghanistan.” Presented by Fred Hazin, owner of Pacific Collection. Hazin will provide details on rug weaving production—from sheep to carpet—in the regions of Hazara and Turkmen, Afghanistan. • “Walk the Market with Phil.” Presented by Phil Menendian, education chairman of Oriental Rug Retailers of America. This popular guided tour through select showrooms, provides an opportunity to learn about new innovations in today’s market. Complete details about the seminars can be found online at americasmart.com or by calling 800.285.6278. CCA Global Partners In the past decade, noted Howard Brodsky, co-chairman and co-CEO, a surge of new technologies, showroom enhancements and product developments have impacted the way many retailers do business. “These changes have placed a premium on training to keep owners and their employees up to speed with these evolving times.” For CCA Global-affiliated retailers, adapting to these changes has been made easier with the help of CCA University, he added. As the training arm of CCA, the university provides members with access to nearly 2,000 hours of education annually on a variety of topics specific to their business needs. With the mission of providing learning solutions to improve members’ business results, Bob Hutter, vice president of training, said the university offers training for owners, managers, sales professionals, designers, installers and others within the store. With over 100 years of combined training experience and 75 years of flooring expertise, sales techniques, in-depth product knowledge, interior design, installation, specialized software programs, leadership and management topics are just a handful of the offerings. Developing a high performing sales and service culture takes more than a single approach, he noted, which is why the university offers “a blended solution to suit every learning style,” including in-person, instructor-led seminars across North America as well as via the Internet with a wide range of instructor-led Webinars and “state-of-the-art” ‘OnLine Universities’ for each CCA division with over 200 custom-developed courses. The online courses and catalogued Webinars give the learner on-demand availability to train when it is convenient, at a pace comfortable to the person’s learning style, and easily accessed for a quick reference when needed, Hunter noted. Each business unit’s OnLine University also supports the customer service and satisfaction certification process for sales professionals and installers, he added. “These certifications are awarded annually to individuals who successfully complete the program’s training requirements and achieve an acceptable rating on the customer surveys.” The university also gives managers tools for in-store training to bring about real behavior changes that will yield better bottom line results. “Even the most comprehensive training requires proper coaching and reinforcement to be truly effective,” Hutter said. To ensure the training sticks, reinforcement and coaching plans are provided for all instructor-led training. In addition, mystery shopping programs, hiring and performance measuring tools, and the Professional Selling System, an in-store, video-based sales training kit are available for store-level training. For more on CCA University call 800.450.7595 ext. 2185. CFI Through its partnership, with the World Floor Covering Association (WFCA), the International Certified Floorcovering Installers Association (CFI) has trained over 40,000 industry personnel worldwide, since 1993 in all flooring surfaces, noted Roy Davison, CFI’s president. “The hands-on approach to training provides the greatest rewards when accompanied by a verbal and written test.” He said the programs target installers, sales associates, inspectors and all industry-related individuals and include the following: For installers, workshops and different levels of training and certifications are offered in just about every type of flooring product. Workshops address professionalism, job-site evaluation, preparation, substrates, affect of moisture and testing procedures, acclimation, controlled environments, subfloors, grade requirements, material handling, estimating and planning, tools, cleanup, maintenance, and the characteristics of the floorings. “All two-day, hands-on courses involve the detailed aspects of an installation from start to finish,” Davidson explained. In ceramic, participants are taught about properties and characteristics of tile vs. stone; setting materials; substrate preparation; subfloors; deflection; balancing floors; backerboards; membrane systems; estimating and layout; radiant systems, and tools and techniques. The hardwood course covers pre-finished products; naildown, glue-down and floating floor; transitions; balancing floors; characteristics of unfinished and pre-finished solid floors; cuts—plain, quarter sawn, rift sawn—strip and plank; engineered; parquet; Janka hardness; cork and bamboo; factory finishes; naildown, staples and cleats; radiant systems, and maintenance. For laminate, students are taught different fastening systems; types of floors; specific installation properties and characteristics for each type of flooring; glue vs. click; plank-lay direction; startup and row stagger; room sizes; spacers; sealants; stairs; transition systems; expansion, and board repair. Carpet is where CFI offers the most, as it is the category the association first focused on, believing it needed the most immediate attention. To that end, training and certification in both residential and commercial at a variety of levels is offered— from Residential I and/or Commercial I (R-I and C-I) up through Master-II—as well as a specific workshop on woven and patterned goods. Beyond installer training, CFI offers other types of classes for dealers, such as “Carpet Installation for Inspectors,” a three-day “Hands-on Corrective Procedures” workshop for all surfaces, and a “Carpet Estimating” workshop. In addition to the WFCA, which also provides educational scholarships paying 100% of the fees, CFI has partnered with numerous organizations and manufacturers to provide both training and/or certification, including Mohawk, Armstrong, the National Wood Flooring Association (NWFA) and the North American Laminate Flooring Association (NALFA) as well as Lowe’s. For more or to schedule a program, call 816.231.4646 or email cfiguy@earthlink.net. Coverings The industry’s premier tile and stone market is more than an array of the world’s top manufacturers and importers displaying their latest products and services. Coverings offers a multi-track conference program, which is all free, geared to educate different sectors of the industry—from designers and distributors to retailers and installers/contractors—and all points in between, noted Jennifer Hoff, president of client events for National Trade Productions, which manages and produces Coverings. At press time, Coverings 2010 was taking place, but Hoff briefed FCNews on some of the educational programs being offered to attendees this year, noting they are a reflection of the types of classes provided every year. “The conference sessions remain a key focus of Coverings, and span a broad spectrum of stimulating subjects,” she added One of this year’s featured distributor/retailer sessions addresses what is arguably the most pressing issue facing this key industry segment, Hoff noted. “The Consumer in 2010. What Will Get Them Back?” is devoted to a discussion of the 10 top trends shaping consumer behavior in 2010 and “provides valuable insight into how applying these trends can result in greater profits.” Other sessions of interest for distributors and retailers include “Forecasting the U.S. Ceramic Tile Market,” an in-depth look at where the industry is headed in 2010; “Trends in Tile and Stone for Retail Work,” an overview of the emerging trends in the use of tile and stone in retail design; and “Marketing in a Recession 101,” a fast-paced, three-hour workshop that offers real solutions for gaining a competitive edge in today’s economy. Recognizing the importance of a professional installation, she said Coverings offers installers and contractors “a daily dose of valuable educational sessions. In fact, over 40 sessions are on the docket for this vital industry segment, with topics ranging from how to boost profits in a challenging economy to the latest innovations in installation methods and materials. This year’s seminar lineup demonstrates why the conference is increasingly recognized as one of the highlights of the show.” Lastly, the A&D community is given its own track of 40 sessions. From social networking’s growing importance and “The New Real—The Future of Design for a Changed Customer,” to “Color Trends: The Catalysts that Create Change” and “Chameleon Strategies for Turning Green,” Hoff said the goal is for architects and designers “to gain as much from attending the sessions as they do from walking the show floor.” To learn more about Coverings education conference, call 703.683.8500. Dal-Tile Educating retailers of either the Daltile or American Olean brands is a top priority for Dal-Tile Corp., noted Mike Ferris, director of training and development. “Because retailers are regarded as the frontline experts in all things floor covering-related in their communities, it’s vital that Dal-Tile, as a company, provides our sales partners with all the necessary tools and information they need to provide the best service and support possible to their customers.” While the bulk of the mill’s training efforts are from instructional support through its parent’s Mohawk University (see below) training programs offered on ceramic tile product knowledge, basic installation techniques and retail selling skills, Ferris said Dal-Tile also supports and partners with aligned flooring dealer groups, such as CCA Global, Alliance Flooring and others, for [more focused] sales training workshops and seminars. “However,” he added, “because an educated customer is the best customer, we feel that providing training directly to designers, architects and tile installers is equally important and ultimately beneficial in supporting retailers.” As such, Dal-Tile partners with a number of professional and trade groups, including the National Tile Contractors Association (NTCA), the American Institute of Architects (AIA) and the American Society of Interior Designers (ASID), to provide seminars and education courses to members. “Aligning Dal-Tile with industry-leading organizations and leveraging our in-house resources, expertise and experience to educate and support retailers—and their customers— is no small task, and certainly not one that we take lightly,” Ferris said. To illustrate how strongly the company feels about this, he pointed out Dal-Tile has signed on as the exclusive national host for NTCA’s 2010 training workshops across the country. “These workshops,” Ferris explained, “which are free to our retailers and their installers, cover a wide variety of topics, ranging from installation methods for various types of tile products— ceramic, glass, manufactured and natural stone—and sizes—mosaics and large formats— to updates on the latest tools, techniques and products in the marketplace, as well as discussions about NTCA handbook updates and certification programs.” To find a program near you, visit tile-assn.com/workshops. For AIA and ASID members, he said Dal-Tile provides continuing education workshops for architects and designers. Topics of these workshops range from basic product knowledge, applications, product selection and design to more advanced discussions involving sustainable products and green building certification programs. “In the end,” Ferris added, “retailers are the experts in their communities and the lifeblood of our industry. Any investment we can make in helping them grow their business and profitability not only pays off for Dal-Tile, but for our industry as a whole.” For more on Dal-Tile, call 214.309.4868. Mohawk Sixteen years ago, Mohawk University (MU) was started and since then has “successfully trained thousands of flooring professionals and won numerous awards,” noted Tim Gray, MU’s director. Despite the program’s success, he said the company has made “dramatic changes in its teaching methods” this year. “Instead of just conveying information in a classroom, MU has adopted new ways of helping flooring retailers turn information into action to create change in their business.” This change was done following a survey of flooring dealers to determine the areas where they needed the most assistance in their business. From that, four key issues were identified: sales growth and margins; financial results; management training, and improving employee performance. Based on these findings, Gray said Mohawk partnered with internationally known training organizations such as U.S. Learning and Franklin Covey to develop new courses for the university. The first of these focuses on sales growth and margins. “Techniques of Professional Selling,” a comprehensive sales training course from Don Hutson of U.S. Learning is offered in 24 modules viewed in the retailer’s store. “This allows the store to include all retail sales associates in the training process, without having to travel, and rapidly improve selling effectiveness and closing rates,” he explained. “Retail sales associates can immediately apply what they learn on topics such as people skills, goal setting, customer service, value vs. price, and others.” A second new course is “Seven Habits of Highly Effective People,” the renowned Franklin Covey program that has helped thousands improve their business productivity and satisfaction in their personal lives. “It addresses management training,” Gray noted, “and in doing so, redefines effective management as leadership: ‘Management is doing things right; leadership is doing the right things.’” The third course created this year is “Hiring, Measuring, and Coaching Your Employees for Better Performance.” “It can impact not just employees, but also management and financial results,” he said. And the fourth course, “Design Sales College,” demonstrates how margins can improve quickly through increased sales of better quality, higher profit merchandise, he explained. “In these economic times,” Gray added, “every business investment has to be justified and evaluated on its ability to provide results. These new offerings from Mohawk University are helping dealers make immediate improvements to their stores, by creating action in the areas that can make the most impact.” To learn more about these and the scores of courses available from Mohawk University, call 800.664.2958 or visit mohawkuniversity.com. NAFCD Education is one of the North American Floor Covering Distributors’ four core pillars of value, noted Moe Desmarais, executive vice president, and is joined by leadership, networking and trends. “Strengthening the partnership between retailers and distributors is very important to NAFCD and its members, which is why the organization offers its members several opportunities for education.” He pointed to some specific learning opportunities: • AEA Webinars and seminars. NAFCD is a member of the Association Educational Alliance, which offers affordable educational products and programs for its members including Webinars from top distribution industry experts. “The vision of AEA is to identify, evaluate and develop educational products and programs for use by member associations as well as to facilitate networking and idea sharing among AEA members,” he explained. • University of Industrial Distribution. UID is the industry’s premier distribution-specific education program, Desmarais said. Presented by NAFCD and other leading industry trade associations, UID lets participants select from courses with topics such as: distribution marketing; branch management; sales and sales management; value-added selling; business leadership; distribution profitability; consumer psychographics, and channel alignment. He added, UID participants earn credits toward their certificate in Industrial Distribution, provided by Purdue University upon the completion of 90 hours (9 CEUs) of qualified educational instruction. • Annual convention. “The association’s annual conference offers an abundance of educational opportunities, including networking events, motivational speakers, industry experts and more,” Desmarais said. Highlights include the Distributor Marketplace, roundtables and industry panels. This year, he added, NAFCD is co-sponsoring a convention with the North American Building Material Distribution Association (NBMDA) to offer three days of relationship-building and education. The joint event will be held Nov. 16 to18 in Colorado Springs, Colo., and will feature “a unique blend of networking functions, distribution management education, exhibits and business-to-business appointments. Uniting into one event builds upon existing synergy between NAFCD and NBMDA.” • Sales seminars. Members have access to seminars and Webinars on sales training, transforming sales, gaining market share and much more at discounted rates through Dave Kahle. Desmarais called Kahle “an energetic, high-content speaker, with a special gift for engaging his audiences and stimulating people to think.” For more information about these and other educational opportunities from NAFCD, call 312.321.6836 or visit its website, nafcd.org. NALFA Following a successful launch of its Installer Certification School, the industry’s laminate association is currently scheduling classes for its 2010 school at locations in California, New Jersey and Georgia, noted Bill Dearing, president. Open to qualified installers who want to achieve a higher level of expertise, he said the class gives participants “a competitive edge in a time when customer service and quality are so important for retailers.” The two-day session, Dearing added, is “a comprehensive, hands-on training event that covers all aspects of a quality laminate installation and gives students a unique opportunity to expand their knowledge, skill level, and craftsmanship working side-by-side with industry experts.” Topics covered include such items as what is laminate; HPL and DPL; types and joints; abrasion and wear class; job site evaluation; floor preparation; sub-floors; moisture evaluation; safety issues and emergency procedures; measuring; balancing, and many others. Upon completion, participants receive a NALFA certification certificate, ID card, and use of the association’s logo and marketing materials to promote their business. Certified installers are also added to the new nalfa.com online database that customers can search when looking for a qualified installer. “Being certified by the only trade association dedicated solely to the laminate flooring industry is beneficial to both retailers and installers,” Dearing said. “Retailers can feel confident that their installers have the expertise necessary to do quality laminate installations, thereby reducing claims and resulting in satisfied customers. Installers get direct access to laminate manufacturers’ technical experts, so they are kept current on latest industry information.” Dearing said there are still openings available in upcoming classes this year, but they are filling quickly. At press time, applications were still being accepted for two classes in City of Industry, Calif,, on May 17/18 and May 19/20; four classes in Salem, N.J., on June 14/15, Aug. 16/17, Oct. 11/12 and Dec. 13/14, and for three classes in Calhoun, Ga., on June 28/29, Aug. 30/31 and Oct. 25/26. Interested participants must have at least two years experience as a laminate flooring installer. The cost of the program is $450 for NALFA members ($500 for non-members) and includes all instructional materials, on-site tools, meals, membership certificate, ID card, and rights to the NALFA logo and marketing materials. Certified installers may renew their membership yearly for a cost of $100. To register for a class or for more information, call Teiya Eubanks at 423.316.1566. NWFA Ed Korczak, executive director and CEO, said for nearly 25 years, the association has been training and educating wood flooring professionals from all over the world in the installation, sanding, finishing, and sale of wood flooring products. “NWFA’s technical schools have a strong history,” he said. “Since their inception, the schools have been tasked with demonstrating for our students how to master a particular skill, and then giving them the opportunity to do it themselves in a classroom environment where they can get immediate feedback on their technique from industry experts.” In fact, in just a quarter of a century, NWFA has offered 132 training schools dealing with wood flooring exclusively, “more than any other organization,” Korczak said, and more than 3,640 students have attended those schools to advance their hands-on skills and wood flooring knowledge. This year, he added, the association is offering more than a dozen schools designed to meet the various needs of wood flooring professionals— from those who are just starting out in their careers, to those who have many years of industry experience. These schools include Wood Flooring Basics, Sub-Floor Preparation/Solid Glue Down on Concrete, Intermediate Installation, Sand & Finish, Advanced Installation, Jigs & Staircase Workshop, Expert Installation and Expert Sand & Finish. NWFA Certified Professionals also offers several wood flooring specific schools, Korczak noted, including Wood Flooring Inspection, Commercial Wood Flooring Inspection and Wood Flooring Inspection Report Writing. “All of these schools are taught by industry experts, and are offered throughout the year, in locations throughout the U.S and Canada, to meet the needs of wood flooring professionals everywhere.” Prices for the schools vary based on location, the curriculum and the student to teacher ratio. Lunch is included each day, and for most, students receive a moisture meter at the conclusion of the school. Students also receive credits for attending each school, which are applied toward their NWFA degree credits. “Best of all,” Korczak said, “scholarships are available to attend our technical schools, whether you are an NWFA member or not.” Scholarship amounts vary for each school, with preference and larger amounts given to NWFA members. To learn more about all the schools offered by NWFA, and about scholarship opportunities, call 800.422.4556, or visit the association’s website at nwfa.org, and click on the “Education & Schools” link. (Editor’s note: Additional educational opportunities that are available will appear in the next issue. Meanwhile, read our blog at fcnews.net for more extensive coverage on the subject.)