By Sarah Zimmerman
BALTIMORE—Being in business for 134 years might give one a competitive edge, especially in trying times such as these. And, that’s exactly where J.J. Haines aims to put members of its Loyalty Club—a step ahead of the rest—in 2008.

Founded by the largest flooring distributor in the country with 11 consecutive years of growth and sales reaching approximately $355 million in 2007— Haines Loyalty Club (HLC) entered its third year with 265 members and high hopes of continued growth. And, comprising 18% of Haines’ sales last year, HLC has definitely become more than a blip on the radar screen, adding 56 new members already in ’08—significant compared to the 16 members in total added last year.

Themed “Make it Happen by Pulling Together,” and with a sailor versus pirate façade, the club’s 2008 summit meeting at the Hyatt here focused on opening a triangular dialogue between members, manufacturers and customers and rewarding loyalty through added benefits, new products, breakout educational sessions and networking to help members grow business.

“Rewarding loyalty is important,” Scott Roy, vice president of sales for J.J. Haines, told the 206 attendees. “And, to do this, we believe it’s our duty to provide tools and support to improve your business.”

Bruce Zwicker , president and CEO, added, “Our goal is not to be the biggest and most powerful; it is to remain flexible, friendly and family.”

Bountiful treasures

Comparing HLC to sailing aboard the S.S. Haines ship, Captain Roy and Pirate Zwicker presented members with a treasure chest of gold to enhance business in the coming year. These benefits include:

• A pot of gold—HLC members’ rebates.

• An IOU—$900 in merchandising funds.

• A fishing net—Web site set-up, enabling dealers to “surf the net” for customers.

• Gas—A BP gas card offering 4.5 cents back per gallon.

• A carpet van—Van leasing opportunities.

• A piggy bank—Consumer financing options.

• A treasure map—Help in finding the correct spot for member advertising.

• A sword—Health insurance and benefits programs.

• HLC Passport—Free training and education.

Zwicker named many of these improvements for 2008, along with new products, B2B, inventory service and credit service. “Our strategy is to be an independent distributor, offer a full product line and maintain our values,” he said. “This year is going to be tough. We’re probably in a recession. But, we’re waiting for the wind to fill our sales again, which will happen.”

He said HLC member benefits are intended to do just that—help dealers get customers, take control of expenses, get and keep the best people and always have help when it’s needed. “We plan to aid members by staying aggressive, driving program sales, continuing with new business development and product extensions and growing existing sales.”

Products new and old

J.J. Haines added four brands to its HLC offerings in 2008: Mirage, Bostik, Mapei and Sika, whose products were on display for members along with 30 other exhibitors. Stan Sneider, Northeast sales manager for Mirage, said it’s a privilege to be part of HLC.

“As we look into the future at the commitment and quality both Mirage and J.J. Haines have to the industry, this is a marriage made in heaven.” He added it’s the company’s goal to make the customer’s home as beautiful as possible, and “this is the most profitable marketing program to do that with.”

And, the future looks just as bright coming from a company with a 99-year relationship with Haines—Armstrong. Paul Murfin, vice president of sales, said, “One of our greatest strengths is our distribution network, and J.J. Haines is at the top of that list.”

And, he noted, as the third largest flooring manufacturer, Armstrong is always aiming to provide dealers with innovative products. He named its loose-lay sheet vinyl product, StrataMax; high-gloss laminate, Park Avenue; Bruce Lock & Fold system, and Bio- Based Tile as just some of the fresh solutions offered to HLC members this year. “We’re turning our attention to new opportunities,” Murfin concluded, “such as continued innovation, the environment and product growth.”

Learning with Loyalty

In addition to its member benefits and enhanced product selection, HLC also offered up some breakout education sessions featuring outside-of-the-box ideas and resources to drive sales. For instance, in “Look to Main Street Commercial for Additional Sales,” Mark Clifton addressed ways to add Main Street business to members’ sales mix with products in the Haines portfolio.

“First, you have to understand what Main Street business is—local drug store, hardware shop, small bar or restaurant, etc.” Then, he suggested ways to break into that market, such as networking, local Rotary Club, local interior designers and architects, your Web site or direct mailing with HLC. “Focus on your strengths. Grow and develop your niche. Use distributors, manufacturers and the Web, and ask suppliers for help.”

Other seminars included: “Selling D.I.Y. for Additional Sales;” “Driving Traffic & Controlling Cost with Consumer Financing;” “How to use Tag Maker & Upload Net Pics;” “Winning the Battle for the Consumer,” and “Driving Sales & Awareness.”

Shipmates speak

Charter member Jane Detwiler of Gary’s Carpet & Flooring Depot in Pottstown, Pa., said networking with other dealers and utilizing the products, education and benefits provided by J.J. Haines makes the difference in a slow economy. “Even though everyone is saying we are in hard times, there were many new and exciting things presented to make our business better and reach a more diverse customer group. And, networking is always extremely helpful. We get to hear what works and doesn’t work for other dealers.”

She pointed to HLC as “the most helpful organization we have ever been involved with,” stating many others seem to think they can help by forcing specific products and services. “Loyalty Club teaches us how to build our business by using what will work best for us. They realize every store is different, and they help us implement changes to better our specific business.”

Roy Bomberger Jr. of Bomberger’s Store in Lititz, Pa., agreed, “The Loyalty Club is a way to work closely with a supplier to bring products to market.” He said the well-rounded aid in merchandising, marketing, promotions, resourcing and training allows members to pull from areas they need help in. “The club gives us the enhancements needed to help each of our individual businesses.”

He also commented on the networking and product availability as stand out components of this year’s event.