Amelia Island, Fla.—They are already considered by most commercial
manufacturers, architects and designers as being among the best in the business,
but at their 2004 Annual Membership at the Amelia Island Plantation here,
StarNet members took this to the next level with the signing of formal Code of
Ethics for the co-operative. “This is a unanimous gesture by our members,” said
Lori Dowling, “StarNet’s president and CEO, “to hold ourselves up to a higher
level of standards and, at the same time, raise the industry bar.”
All 108 members representing the organization pledged to uphold the Code of
Ethics by publicly signing an enlarged version of the document which had every
contractor’s company name and logo under the nine-point voucher (see related
story). Dowling said the concept came up during the co-op’s education conference
in Denver last fall ( FCNews, Dec. 8/15). “Our members are always telling their
clients why they are different than other flooring contractors but they felt
they needed a formal statement—something they can share and publicize.” Harold
Chapman of Bonitz Flooring Group in Greenville, S.C., and StarNet’s chairman
emeritus, said,
“The quality of the membership is unsurpassed, but we need to look seamless
if we are to deal more with national accounts. Because we are all individual
businesses, we needed to have a commonality, and have something to start showing
that we do act and work alike. The code of ethics is one way of making that
happen.” Randy Rubenstein of Rubenstein’s Contract Carpet in Seattle, and
StarNet’s outgoing chairman, added, the adopting of such a code was a no-brainer
for the members because “we already uphold the highest of standards. That’s how
we got to be where we are today by providing quality work and service from start
to finish.
“What the code does is,” he continued, “give us an official document to show
customers that we belong to a national group whose membership must operate under
these terms.” To stress its seriousness in making sure current and future
members honor the code of ethics, StarNet has incorporated them into its
by-laws. As such, all new members will automatically be held accountable to them
and a member can face suspension if failing to comply. “This is just another
example of how StarNet members do what they can to control their own destiny and
not rely on others,” Dowling noted. Another way is by helping their clients and
their customers get a better understanding of some of the more pertinent issues
affecting the building industry in general, and flooring in particular.
To do this, StarNet has adopted a road show format. The first series of shows
will take place between August and October and will focus on what many consider
to be the number one issue in the contract arena: concrete moisture. At the
group’s fall gathering in Denver, nearly half the meeting was spent on this
topic, highlighted by a fast-paced, half-day seminar featuring some of the
country’s foremost experts on this. Two of the presenters—Scott Tarr, senior
engineer for Construction Technology Laboratories, and Peter Craig, concrete
floor specialist for Concrete Constructives—have agreed to speak at the shows
which will take place in 12 of the country’s largest markets. “This will be a
three-hour seminar either over breakfast or lunch, depending on the market,”
Dowling explained. Members will be participating by bringing in their
customers—architects, designers, specifiers, etc.
“It’s a way to educate the end user and those who work with and specify our
products everyday. Plus, it allows our members to show they are the flooring
experts and they want their customers to have the best and most up-to-date
knowledge on issues that affect their decision-making processes.” And, even
though the co-op is doing what it can to educate customers and end users, the
members continue to make sure they, themselves, have the most up-to-date
information. This was once again evident at the event with the half-day
Technology Forum featuring a “State of the Industry Technology Update” and
presentations on seven relevant topics. Members were also given the opportunity
for them and their staff to attend an in-depth Web-based presentation.
Each breakout session was conducted by a respected leader in that particular
field, such as Greg Randall of Microsoft Business Solutions, who discussed with
participants the products and services designed for small to medium sized
enterprises. Other sessions covered topics such as, “Uncommon Sense/Computer
Tips And Tricks,” “Spam, Spoof, Phishing, What Next? E-Mail Best Practices,”
“Cellular Technology,” “Personal Digital Assistants (PDAs),” “Digital Cameras/
Best Practices,” and “Laser Measuring Tools.” Dowling said these and other
educational/training sessions Star-Net conducts are a direct result of member
requests and input. “The reason more members are attending these events than
ever before as well as bringing more of their own people, has to do with the
fact they understand there is a great deal of value coming here. They not only
want to be here, but feel they will miss out on something important if they do
not attend.
“One of the reasons for this,” she added, “is we try to make these very
topical; give them sessions and information based on what they want. It all
derives from member feedback as they are the ones who truly run the
organization. So, if there is enough interest in a particular topic, we’ll do
our best to bring in whatever it takes to give them what they desire.” Being on
top of the latest information, product and programs is just one of the many
things suppliers to the organization point to as a reason for StarNet’s success.
“We’re no longer in a time where you can afford to be fat, dumb and happy,” said
Ken McMahon, director of sales operations for Mannington Commercial.
“Today’s business climate is about focusing on what you’re doing and doing it
right. And, StarNet is the premiere organization and its members are the best
out there. They know their market, the products they work with, are in it for
the long haul, etc. In general, they are very knowledgeable all around.” John
Truitt, director of sales for Flexco, added, “StarNet is very well represented
of what a quality commercial contractor should be. They understand how to bring
value to the project by working in a professional manner with both their
customers and suppliers.”
Armstrong believes so much in StarNet that Randy Gablehouse, general manager
of commercial sales, announced a unique incentive program the mill is doing
exclusively with the group. While based on an aggressive percentage increase
over last year’s resilient sales, he said history has shown the membership can
achieve it. “It can be done,” Gablehouse stressed, “but we will have to work as
a team—it’s all about communication. You need to let us know if we have any
blocks or barriers preventing you from growing your business.” To help members
meet the incentive, he said Armstrong will be introducing 55 new colors to its
linoleum line this June. Designed by North American designers for the North
American market and stocked at its Lancaster, Pa., headquarters, Gablehouse
noted, “we’re keeping the line fresh and making sure product will be available
when needed.”
Mohawk’s Tom Lape summed it best when he said StarNet members are the “créme
de la créme of flooring contractors. They’re working hard to get better at what
they do in order to make theirs—and our—customers happy, and we are doing
whatever we can to help make them better. “It’s a relationship,” he added, “and
one that is vital to the success of both organizations. And, at meetings like
this, you get to speak on a principal-to-principal basis regarding what we can
each do to make sure every job goes as planned.” StarNet’s Code of Ethics At its
2004 Annual Membership Meeting, the members of StarNet unanimously pledged to
adhere to the following Code of Ethics:
• We recognize that our strength derives from the contributions of our
individual owner-operators and we acknowledge the critical importance of the
relationships we maintain with each other;
• We participate in and contribute to an open, ongoing dialogue among all
StarNet members;
• We maintain the highest standards in representing the interest of our
customers and in the manner in which our services are delivered throughout the
country;
• We maintain absolute integrity in every aspect of our business operations;
• We establish relationships only with those vendors who share our ethical
standards;
• We endorse and recommend only those products that meet or exceed customer
expectations. We strive to put our customer’s needs and deadlines before our
own;
• We uphold the highest standards of installation excellence and commit to
continuous improvement for all of our employees;
• We are committed to protecting the environment, and
• We respect the integrity of our fellow owner-members and will agree to work
together for the common good of the cooperative.
