Carmel, Calif.—Growing up can be difficult and confusing, even when you are already established as the largest and most professional in your area of expertise. And, while the members of the National Floor-covering Alliance (NFA) found this out first-hand in early November, they also saw how the end result can make for a stronger, more focused organization. As the NFA enters its second decade of existence it experienced a sort of re-birth at its fall meeting here as members reaffirmed their commitment to the group concept while forging new ways to strengthen relationships with suppliers.

“This is a great opportunity for us to get closer to our vendors and for them to get closer to us,” said Gary Cissell, NFA’s president and director of flooring for the Nebraska Furniture Mart. He said spending time—business and social—with a dozen or so key suppliers in an intimate setting for four days is more than just a way to get closer, “it gives us the opportunity to sell ourselves to them so that both parties get the most from each other. We all have so must more to offer in benefits beyond just rebates that we want to create win-win situations.”

That was clearly evident at this meeting as the members showed vendors why doing business with NFA as a group, not just the individual members is a good thing. To their credit, the 13 suppliers present not only understood this point but went out of their way to make sure each member knew this as well. From showing them new, innovative products and services—many of which were being offered to the membership at least one month ahead of the rest of the industry—to getting input on products and services still in development to finding out ways for improving existing products and services. In fact, some vendors came bearing no products at all. They simply wanted to get with the industry’s largest dealers to see how they can better serve them.

As Mannington Mills’ Jay Kopelson said, “This is a great opportunity for us to be here with the biggest, best, most professional dealers. These meetings are the most productive of any and Mannington doesn’t hesitate to participate. We truly get the most for the money we spend. In fact, instead of being known as the NFA, they should be called LMP—largest most professional.” In thanking the membership for their business and support, he said the manufacturer wants to double it within five years. Noting that all indicators are pointing to a positive climate for the flooring industry—record housing sales, larger homes, low interest rates, discretionary income being spent on the home as opposed to travel, baby boomers having more money, etc. —“How can we grow with you even more?”

One of the ways was by giving NFA members a preview of what is to come with its new ceramic collection ( FCNews, Sept. 2/9). Formally scheduled to be launched at Surfaces 2003, members were given the chance to have a 30-day jump on the competition. “This is one of the ways for us to show them our support,” Kopelson explained, “and to further strengthen our relationships.” “Let’s face it,” said Tony Prestipino, Gulistan Carpet’s vice president, “these are the best-of-the-best which is why we so much value their input. Because they are the ones on the selling floor, we want to know what they think, which is why we are showing them new ideas to get feedback. That’s really how we’ve been able to build such as close relationship because they know how much we value their opinions.

And, in the last three years, we have doubled our business with NFA.” Another supplier on hand to gather input was GE Card Services, owner of the industry’s Preferred Consumer Credit Card. Margaux Frazee explained it best: “NFA members have special needs not indicative of our normal floor covering dealers. So, we’re using this opportunity to gather information in order to make a better program. And, the members have been very open and honest by giving us a lot of feedback on their business needs so that we can come out with a program that works best for them and us.”

Armstrong’s Rob Stewart called the event “the best meeting overall for the money. To meet with the decision makers of the top dealers in a one-on-one setting to discuss business and other opportunities is a tremendous chance as well as a great way to strengthen our relationships.” As for the NFA, it too went out of its way to make sure the vendors know they are appreciated. And, it was not just by including them in the social events and extracurricular activities. “We spent a lot of time thinking about what we could do to increase business and make ourselves more important to our customers and our suppliers,” Cissell said. To that end, NFA unveiled its first Web site.

“NFA realizes that we and our supplier partners must find ways to continue to take costs out of the channels, enhance brand profitability, design innovative ways to educate staff and customers, and strengthen our categories against competing industries,” he explained. “We decided that what was needed was a Web site that would not only promote customer awareness to our members and to our suppliers but would also provide an avenue to increase the flow of information between our members and suppliers.” Cissell said the Web site is an extension of what the NFA tries to accomplish at its semi-annual meetings and throughout the year. “One of the unique concepts of NFA is the opportunity it provides to share ideas and information with some of the most significant retailers in the U.S. This Web site is another vehicle to fulfill that mission.”

Professionally created and maintained, NFA’s Web site is broken into three sections—consumer, member and vendor. The consumer side offers the general public a glimpse of the NFA, its members and suppliers with links and information about each. On the member-only side, dealers can do a variety of things such as communicate with each other through a discussion board and an e-mail system that gives them the ability to send a message to all or just selected members. The password secured site also allows members to verify purchases, vote on group related issues, view up-to-date information from both suppliers and NFA’s corporate office, and check the status of numerous business transactions such as rebates. The vendor portion gives mills the chance to post and receive NFA-only information, verify member purchases and communicate with the membership on a timely basis.

“This is the only Web site to give vendors their own backdoor,” Cissell noted. “That’s just one of the ways we work with our partners to ensure everybody wins. Being in a group of this magnitude should not be just about rebates. It has to offer both sides a chance to grow and succeed.” Overall, members noted how this meeting was one of the best in recent memory. Jon Pierce of Pierce Flooring & Design, called it “terrific. This was one of the better ones in terms of what was accomplished. We really made inroads as a group.”

Dave Cometz of General Floors, a relatively new NFA member, said there was “a great exchange of ideas. It’s been very worthwhile.” And new member Brad Fulkerson of Avalon Flooring, said the meeting was “better than expected. We got more than just a lot of good information. I was impressed with how everyone came together; the overall comradery was great.” So, what’s next for NFA? Cissell said, to not lose focus as to what the group is about as it continues to grow and mature. “We have to keep working to improve relationships with suppliers. This includes providing timely, accurate information and addressing product quality. Also, because everything is changing so fast, we need to come up with ways to keep up with it so we can act on it right away before it’s too late. The Web site is just the start.”