SURFACES | StonExpo Blog

Posts Tagged ‘education’

 

The beauty of natural stone – rock as old as time, harvested from some of the most delicate and unforgiving lands on our planet, trucked, floated, or flown to any imaginable destination, and customized to the most exacting specifications of your unique project – and all yours for the low price of $27.00 per square foot installed.

Where did we go wrong? When did one of the oldest, richest, and most storied crafts known to man become a commoditized industry replete with bargain pricing, blinking neon signs, free undermount sinks included with purchase, incompetent workers, and unprincipled business practices? When did we pervert the art and beauty of natural stone by categorizing these inimitable natural resources into groups and colors that we sell at prices that severely undermine the value of our product and integrity of our industry?

Ladies and Gentlemen: we have done this to ourselves. Fortunately, current economic forces are providing us the ideal opportunity to repair our broken industry.

The business of stone fabrication is expensive and labor-intensive – cumbersome at best. The downfall of our industry began when uneducated individuals dove headfirst into the business convinced that the limitless profits of fabricating natural stone would greatly outweigh the paltry cost of operating a fabrication facility. All you need is slabs, laborers to fabricate those slabs, and some overeager customers who are willing to part with their hard-earned cash for a poorly crafted countertop… right?

Wrong. An intelligent and experienced fabricator will quickly inform you that these basic costs do not begin to scratch the surface of the burdensome expense of the stone business. A truly responsible stone fabricator will have a significant overhead, which will include myriad tangible costs: facilities, machinery and equipment, product, personnel, vehicles, safety equipment, liability and workers’ compensation insurances, and federal and state taxes- just to name a few. There will also be a multitude of intangible costs: knowledge, skill, experience, and ethics.

The intelligent and experienced fabricator cannot compete with the parasite whose sole purpose is to pocket as much cash as possible before vanishing without a trace, leaving the stone industry in disrepair with street prices that are irresponsible, unsustainable, and degrading to our craft.

The effects of industry reticence to combat and discourage these destructive practices are immeasurable. We are fractured, discouraged, and fatigued. Coincidentally, the economic forces currently threatening each of our businesses have created a unique opportunity for intelligent and experienced fabricators to finally take a stand against this industry perversion. There is no better time for candid discussion and discovery than now.  Through education, awareness, accountability, and principle, intelligent and experienced fabricators throughout our country and around the world can save our broken industry. I hope you will join me.

 

You can also join John Kilfoyle for the Countertop Installers Forum: Solutions to the Most Common Problems (WE23T) on Wednesday, January 25, 2012, 4:00pm – 5:30pm at StonExpo/Marmomacc Americas.  Click here to register for StonExpo/Marmomacc Americas.

It still amazes me how so many of top business executives shy away from social media. In fact, I’ve run across corporate online “social phobia”: a fear that disgruntled customers will run amuck if given the chance at a digital soap box. These otherwise shrewd and enlightened professionals still believe that things like Facebook and Twitter are just the purview of their teenaged kids – much like their grandparents thought television would never amount to anything when there’s perfectly good radio to listen to. Are they in denial or what?

Consider a few of the many unbelievably compelling growth stats since 2005:

• Facebook has gone from 6 million members to an estimated 750 million today.
• Female Boomers are the fastest growing Facebook demographic.
• Twitter began in 2005 and has 110 million users.
• YouTube’s domain name was activated in 2005 and is now 2^nd only to Google

… and owned by Google.

• Online advertising expenditures surpassed radio advertising.
• ~ 40% of US Companies use blogs for marketing purposes.
• More mobile devices are used in the US than TV’s and PC’s combined.
• 75% of the millennial demographic group has an online profile.

Whether you agree with it or not, social media is here to stay. It is the hottest communication channel in the known universe. Ignore it and scoff at it at your peril. The written word may be rapidly dying in newspapers across the country, but it is alive and well, having migrated to cyberspace thank you very much.

The definition of marketing is selling more things to more people more often. One way you do that successfully is to go where the people are. Which is why marketers are also discovering smart phones. Smart phone penetration is reaching upwards of 75%. Now combine that with how often each of us check our own smart phone each day for tweets, Facebook wall posts, LinkedIn updates, emails, texts, news, scores, etc. and you have an understanding about the rise in popularity of these devices to the marketer. Learn more at http://www.madisonavemedia.com/.

Granted, we will still continue to watch TV, listen to radio and read magazines. But any media strategy for any advertiser of any size for any product or service must build on a social foundation. If you’re one of those who still believe it’s a bunch of hype or kid’s stuff, I’ve got a buggy whip factory I’d like to sell you.

Want to get really psyched about this topic? Go to: http://www.youtube.com/watch?v=3SuNx0UrnEo

In the Reagan/Clinton years when all of us were fat and healthy, more knowledge was needed only to keep us fatter and healthier. Most of us would have survived never attending a seminar or a convention. However, the ranks of retailers has been decimated because of an economy no one could have imagined. Our country has changed so radically, it is hardly recognizable and most of us need critical knowledge not to prosper, but to survive.

The retail paradigm has changed for as long as we can see into the future. The uncertainty of the economy not only keeps corporations from investing in the economy, but is keeping consumers from spending. So customers have changed, advertising and promotional venues have changed and the way we run our businesses has to change.

Understandably manufacturers, retail groups and others whom retailers rely upon for information have cut their spending on education, unfortunately just when we need it. When I call people who control the education programs in the industry to stress the importance of their dealers having to change to cope, I am assured that: “Warren, we have it under control.” I am sure other educators in the industry are hearing the same story.

It is obvious that they don’t have it under control judging from the contacts I get from retailers. An Abbey dealer recently brought me out for a day of education. Even his people wondered why when money was so tight. His answer was that now is the time you need it! Few in the industry have the courage to do this. Just when we need it we cut back on meetings, conventions and educational opportunities.

So what is going on? Customers, for one are far more defensive, shopping intensely on the internet and in the marketplace because they are scared to death to spend money. As sophisticated as consumers are nowadays, they are so desperate to save money that they listen to the incredulous claims of the national companies. “Can you compete with Lowe’s is a frequent refrain?” Buy carpet somewhere else and try to get their free install. If flooring is 70% off, what could the normal price possibly be? In these days of government intrusion, doesn’t anyone check these things? Thirty years ago, if retailers made a claim we had to prove we sold it at the regular price for a certain period.

If you try to explain the outlandish sales of the big guys and don’t know how to handle today’s customer, anything you tell customers about the ludicrousness of these sales (?) will sound like sour grapes. The truth is we can all compete very handily with these national retailers, thank you.

One study showed that fully 80% of consumers researched the products they intended to purchase on the internet, so a professional website with loads of information you produce is essential. The written word is usually stronger than the spoken word.

One piece of good news is the new paradigm of promoting our wares is virtually cheap and effective once you learn how to use it. Instead of the traditional print (few read anymore) and TV (TiVo and changers) are not nearly as effective. The new media are the social networks. One group, Carpet One, is usually on most pages. The new shoppers buy from friends as always, but today they buy from friends they don’t even know as in Facebook. Again you have to know how to use it. The gurus are usually young and cheap. There are plenty of people who can help you, to name a couple, Christine Whittemore and Lis Calandrino.

There are groups on LinkedIn: “Fabulous Floors,” TalkFloor and Floor Daily that every retailer should belong to where the top educators in the industry contribute almost daily with essential information. The other benefit is that we challenge one another if we believe something is in error, so not only informative, but entertaining as well.

There are stores who are actually having record years and these are the stores that have adapted to the economy and have intensified their efforts to network outside the store and promote to previous customers. The keyword here is constant contact. No one can afford to sit around and die a slow retail death.

Like many of you, I make it a point to educate my customers on proper care and maintenance, as I know this will save them time and money in the long run. I hope you will share some of these care and maintenance tips with your customers and maybe you’ll even learn something new yourself.

Sealed Marble and Tile:

The sealer can last for years with the proper care. Be sure to check the warranty on each sealing application.

1. Using a marble cleaner will help the sealer hold out staining, but not etching. The marble cleaner should have a PH of 7, which is neutral.

2. When spills occur, wipe them up quickly. Do not allow them to sit for an extended period of time. *Most foods, fruits, vegetables, soft drinks and juices can eat through the sealer and cause staining.

3. Use a cleaner that contains a sealer. (Some cleaners now have 1-3% sealer in them.) A regular marble and granite stone cleaner will help keep the countertop protected and keep its beauty for years.

4. CAUTION: Be careful of stone soaps. These are good for limestone floors, but not countertops. Too much soap can build up over time.

5. WARNING: Never buy a product that says “and good for marble too”!

*There are some sealers that are not affected by acids, but they are much more expensive to the customer. There is no sealer on the market that is 100% stain proof, so even the best sealer can stain after an extended period of time.

Countertops:

1. Dish soap can cause the countertop to lose its luster. Soap build up can become sticky, attract dirt and become streaky when you try to clean it.

2. Soap dispensers can drip and slowly eat through the sealer and stain the countertop. The trend now is to use a foam soap which will not drip and cause unsightly stains.

3. Most store bought spray polishes tend to be oily and cause a build up over time. This even applies to some that say stone, marble or granite polish on the label.

4. A spray polish is most likely the best choice because liquid polishes tend to be oily, so they look great for a while but then build up over time. Some polishes now have silica in them, which adds a micro thin coating which makes it easier to maintain.

Tile Floors:

1. The biggest problem with most flooring is the way it is cleaned. Most TV commercials show a flat mop, but these mops clean the top of the tile and then drop the dirt into the grout. Using too much soap can also make the floor harder to keep clean.

2. Sealed floors need a marble neutral cleaner. This is a mix of 2 to 5 ounces of product to 1 gallon of water. Warm water is better than cold when cleaning ground in dirt or grease.

3. Avoid store bought cleaning chemicals! Most of these cleaners are a base (alkaline) or an acid. Both will strip the sealer and cause the tile and grout to become harder to keep clean. Harsh cleaning chemicals can also discolor the grout. Most bathroom cleaners will also etch the polish of the marble and limestone finishes.

Natural Stone Showers:

1. Often times, the biggest problem is your residential or commercial cleaning service. They are the biggest contributor to the stone restoration industry’s 401K. The cleaning crews generally use whatever they think is appropriate or whatever they can get in a store, but most of these cleaners can damage the stone. Have your cleaning crew leave all of their cleaning chemicals behind and only bring in clean towels. Unless the company is fully trained in natural stone care and maintenance, you should always supply the cleaning products you would like them to use. Also consider that their vacuums and mops may also be cross contaminated, which can bring this contamination into your home and onto your stone surfaces.

2. Cut down on mildew by at least 80-90% just by leaving the shower door open after use. Using an exhaust fan for 30 to 45 minutes after showering will also greatly help.

3. Most soap has fat, lye and other animal by-products in it. The Federal Government has minimum standards for the amount of moisturizers in soaps; the rest is, well, something you would not talk about at dinner. Glycerin soaps are more pure and using them will cut down on the soap scum in the shower by about 70%.

4. Using the right soap and leaving the shower door open after showers will double the life of your shower!

Steam Showers:

1. Most steam showers can leave hard water deposits near the steam fixture and aside from a bio-based colloidal cleaner; generally diamond grinding is the only way to remove the buildup.

To avoid this problem, seal this type of shower with multiple coats of sealer. Don’t pinch pennies on the cost of the sealer. Remember to use solvent based sealers for tight stones and water based sealers for very porous stones.

Wood/Laminate Flooring:

1. Wood floors or laminates should be cleaned with the correct cleaner for the wood. Use the cleaner with a damp towel or micro fiber towel. (In my opinion, Bona® is the best and safest wood cleaner.)

2. Some products can contain heavy detergents or apply too much detergent to the floor, making it hard to clean without streaking. (I don’t recommend Swiffer® Wet Jet Mops for wood/laminate flooring.)

Stainless Steel/Metals:

1. Stainless steel is a very soft metal. Do not use any powder abrasives or scrub pads that will scratch the surface.

2. Use spray polishes for the stainless steel to keep the surface looking clean and beautiful for many years, even decades. Note: Oil based products seem to work better than water based products.

3. Hard water spots can be tough to remove. Use steel wool (000 or 0000) on polished granite, marble and the fixtures in the shower to keep them free from spotting and looking great for years. Some cream metal cleaners will work and some will be too aggressive for most chrome, nickel and other soft metal fixtures. Using a wet towel with the metal product may help cut down on the abrasiveness of the product.

Ongoing Care & Maintenance Tips:

1. Daily or regular dry dust mopping or vacuuming with a soft brush is critical for keeping dust, grit, sand and dirt from scratching polished or unpolished stone.

2. Make sure sufficient walk off mats are utilized in the entry and exit areas of the floors. This is the most effective way of protecting the polish of the stone surfaces, especially the softer ones.

 

Do you have any tips that you want to share? We’d like to hear from you.

 

David Bonasera is the owner of ESP/Environmentally Safe Products & Procedures in San Jose, CA and has been specializing in the repair and restoration of natural stone and tile for 20 years. David’s main source of business is following improper installation work. He has had his own environmental TV show for the last 10 years.

Having a vision for your business is key for success.  It has been likened to the difference between driving at night with your lights on or with your lights off.  It is easy to mistake the two.  This is particularly the case when you are selling fewer units, revenue is down and profits have suffered.  To stay alive there are times you have to work in your business rather than on your business.  That time is now gone.  My experience is this, too many leaders get stuck in their business and the reasons are many.  In some cases the lack of liquidity forces a reinvention of the business model.  Other times there is a comfort level with sustaining the present.  To be sure, few businesses associated with products in the home can accept the current environment as the new normal.  There is not enough business to go around. 

Most economists are telling us that home industries are not going to get better any time soon.  Even if we have hit bottom, an unacceptably low percent of home owners remain under water.  This means those consumers who are not able to leverage lower housing prices/better home values across the board, are unlikely to be investing in their homes. 

What is a floor covering company to do?  My suggestion is to reconnoiter. 

If you are still in business it is likely that you have already made substantial changes to your company.  It is time for you to look at your company like an outsider by reconsidering your core competency.  What can you leverage or monetize?  You think you are in the floor covering business.  What happens when you reconsider your real strengths?  It is not about your showroom, samples, inventory or storefront.  Let’s face it; we are in a commodity business where, from a customer’s perspective, all the products look the same.  That is why attending industry shows is so important.  You need to show products that your competition does not know exist.     

Floor covering retailing is unique from other industries for many reasons.  The first to consider is that consumers buy our products only occasionally.  A ten year span between purchases is not unusual.  The second, for purposes of this post, is that we do not leverage the trust we have built by offering our customers, who presumably already trust us, other products that will fulfill their dreams, wants and desires. 

Curiously, the latter point is one of the reasons home centers now own a quarter of the market.  Eventually, independent retailers will recognize that selling other products may be their only hope for survival.  If dance stores can sell milk, gas stations sell fresh baked bread and sandwiches, why can’t floor covering stores reach outside their traditional products?  It reminds me of a quote from John Maynard Keys that I will use during one of my presentations at SURFACES │ StonExpo/Marmomacc Americas in January, “The difficulty lies not so much in developing new ideas as in escaping from old ones.”

The operation was a success but the patient died! Oft times, the doctor escapes a medical malpractice suit because he was nice, a good communicator to the family, had genuine regret for what happened (or had been done) on the operating table. Yes, he was culpable but escaped punitive action. There’s a lesson for us here, and lest you stop reading, this is not about a medical drama. Read the rest of this entry »

They say knowledge is power and, in a marketplace that’s becoming increasingly more competitive and dynamic, it’s critically important to keep learning. Successful floor covering retailers know they have to keep up to compete. That’s why Hanley Wood strives to provide the best and most balanced curriculum as part of S2: Surfaces and StonExpo/Marmomacc Americas to do just that. Read the rest of this entry »

There is no better way for retailers and distributors to keep up with product innovation, and  stay ahead of the competition, than total emersion into a major floor covering show.  Those who wait for suppliers to bring new things to their show room are waiting on yesterday’s news.  With Surfaces two months past, and having just returned from Domotex asia CHINAFLOOR in Shanghai, my head is filled with the new products coming to market; fashion trends are clear, and so too are areas that still need improvement. What better information could one have for planning a buying strategy? Read the rest of this entry »

If you attended SURFACES and StonExpo recently, congratulations on making one of your best business decisions so far this year! Now that the exhibitors have packed up their new products and seminar presenters have turned off their microphones, it’s time to return home to business as usual. Right? Wrong! The Las Vegas tourism’s slogan of “What happens in Vegas, Stays in Vegas™,” does not apply here. You invested in your business by coming to the show, now it’s time to bring the experience back to your store. Read the rest of this entry »

The whole idea of attending the educational component of SURFACES or StonExpo is to get smarter about how you operate your business, right? If you’re smarter, you’ll be more competitive, make more money and do the things you’d rather be doing in life. But remember, there’s a difference between being “educated” on something and being “smarter” about it. Read the rest of this entry »