By Sarah Zimmerman
Hershey, Pa.—The myth that there must be a separation between business and pleasure was dispelled at Bayard Sales’ recent gathering of Baylink dealers here. After hosting more than 400 members and their families at the famed Hershey Park, the distributor did more than $1.5 million in business when it was time to get serious, according to Harold Traister, vice president of sales for Bayard.

But a Baylink convention is more than a selling event. It is also geared toward service and a sharing of knowledge. Roger Pyatsky of Classic Carpet in Brooklyn, N.Y., said Bayard’s drive for service is key, using the Baylink event as a prime example. “Though Bayard provides its members with top-of-the-line salespeople all the time, you can’t possibly see every product out of the trunk of a car,” he said. “This convention provides us with [the opportunity] to see every product Bayard carries and talk to the mills and sales staff all under one roof.”

Attention to retail

Don Wohlfarth Jr., president of Bayard, spoke of several channels of distribution at this year’s Baylink convention—installer, medium to small retailer, buying groups and builder/contractor—which, he said, should be looked at separately. He explained it’s the individual retailer who needs help right now due to the less-than-desirable economy, focusing on relations, knowledge and exposure. “At this event we’re bringing in medium to small dealers and exposing them to what the big guys get from their national buying groups—wide range of products, installation demos, technology updates and a wealth of information.”

Jim Rozetar, corporate sales manager for Bayard, seconded Wohlfarth’s attention to retail, noting Baylink’s view of business as unique to each dealer’s needs. “We look at individual problems and determine how we can best provide answers and solutions.” He offered the Baylink event as one of those answers. “Dealers can plan their entire 2008 at this one event.”

Retailers attest to the fact Bayard has always been driven by outstanding service and noted the respect they receive as a Baylink member. “We are valued by the Bayard family. We’re treated as a ‘big guy’ even just starting out, which is amiable, different,” a group of members discussed.

Ron Good, owner of Smoketown Floor in Lancaster, Pa., has been a Baylink member since its inception and has been more than satisfied. “Bayard has always been a fantastic distributor with great service.” He noted its conventions are popular with members for two reasons: networking and to see what’s new and plan the next year.

Talk of the trade

Though the main areas of interest included padding, wood, rolls of sheet products and laminate—each segment did about $300,000 at the event—the most talked-about product was Congoleum’s new DuraPlank.

Riding the coattails of the enormously successful 2003 DuraCeramic intro, the 36-inch laminate planks feature realistic wood visuals and maintain the same qualities as their predecessor—warmth underfoot, great visuals and ease of installation and cleanability. “We took our time to perfect this product,” said Erik Anderson, Congoleum’s vice president of sales, “and retailers and distributors have [responded].”

Technology was another hot item at the Baylink convention. “We have about 9% of our members using our online ordering capabilities right now,” said Larry Byers, vice president of operations for Bayard. “We hope to raise that number to 15% in the near future.” Traister reported an approximate increase of 2% to 3% just at the show’s close, meaning members are taking notice. They noted online ordering eliminates time restrictions—you can even place an order on Saturday.

All in the family

One of the biggest factors differentiating Baylink from other groups is its foundation. There are no monthly or annual fees, and the company prides itself on building relationships based on respect with members. To be a Baylink member, retailers simply must have 75% of Bayard’s core displays and a desire to give back to the company through both promotion and business.

Having spent time in the industry, Shawn Bayat, Carpet One Floor & Home-Burke in Woodbridge, Va., said everything in this industry depends on relationships, and the Wohlfarths not only understand this but are there to provide you with those connections. “When they care for your family, they care for you.”

Don Wohlfarth Jr. agreed. “We’re very relationship driven. You become friends over the years; you want to provide your friends with top service and allow them to see your products first.”