TERRAZZO TILE AND MARBLE ASSOCIATION OF CANADA
L'ASSOCIATION CANADIENNE DE TERRAZZO, TUILE ET MARBRE

Be A Professional

By TTMAC Executive Director Doug Dickinson

The floor covering industry, as we all know and have experienced, has undergone many changes over the years. Technology has spawned new products and installation techniques. But as individuals, have we updated ourselves and kept pace with these changes?

It is our responsibility to provide our clients with all the information they require to ensure that their expectations on a project are met. Training and education is the most important aspect of our industry. Millions of dollars are spent each year by companies in research and development. Without the training and education of staff, the potential of these innovations will not be reached. It is incumbent on the individual to reach out and upgrade their knowledge base. What may set you or your company apart from the competition could be the knowledge you exude. Clients need to feel comfortable in you and your company’s ability to execute a project.

Whether you work in management, sales, support or installation, you need to know all about your products and services. Suppliers, manufacturers and associations spend a tremendous amount of time, effort and money to try and educate the market. This is not only important for them to sell their products, but also important in ensuring that there is an understanding of the appropriate uses and limitations. How many times have we heard, “I didn’t know that?” This is an honest admission, but not very acceptable when you realize that the information is available just for the asking.

We are all extremely busy these days and it is sometimes difficult to take yourself away from your daily business responsibilities. But don’t forget, you are responsible to know your market as well. Showroom sales may be one of the most difficult areas for training. However, and arguably, none is more important. They are on the front line and are exposed to a myriad of project scenarios. From seemingly simple backsplashes to complicated exterior deck and patios, they see it all. Many companies use their showrooms as training grounds for their staff so that they encounter all the variables.

Learning through trial and error can be not only costly in a monetary sense, but also from a credibility stand point. Credibility is a direct result of knowledge and understanding how to get the right product at the right price to the right market. Companies strive for years to attain credibility within their industry.

By not taking the time to expand your knowledge base you risk not only losing a sale, but also not satisfying your client. Client satisfaction should be your number one priority. Providing them with the information as to the appropriate products and installation methods are part and parcel of client satisfaction.

If you can understand your client’s expectations you can effectively assess the products and techniques required to achieve the desired result. To be able to overcome a difficult job site condition because of the knowledge you have gained from attending workshops and seminars adds extra value to you and your company. I have yet to see a classified advertisement that requests, “Must have no knowledge or experience. Extremely lucrative compensation package.” Instead we may see, “Experience not necessary. Willing to train.”

I remember walking into a client’s office quite a number of years ago and was asked by the owner, “So, what do you want to sell me today?” My response to him was simple and a little naive. I told client: Nothing. I am here to learn. He was surprised that a salesmen was not interested in selling him anything. My rational was that if I understood his business and how it operated, then I would be able to not only sell him what was needed, but would also have the knowledge to go to my next call and be a more effective salesperson.

We need to train and upgrade ourselves every day. I find few things more satisfying than someone asking me questions or advice. That is the indication that they trust my knowledge level and opinion. Strive to be the best at your chosen profession. Your knowledge will definitely set you apart from your competition. Make sure it is for the right reasons.

Be a professional!