Coverings 2000

Learn the tile basics!
Unglazed Tile is available as quarry tile (extruded) or paver tile (dust or dry pressed).  In either case, unglazed tiles typically are used in heavy-traffic commercial areas that require superior impact resistance, durability and slip resistance. These tiles usually require sealing and considerable ongoing maintenance.

Saltillo or terracotta types of tiles also fall within the unglazed tile category. Although their quality varies, such tiles are among the least durable of all tiles, and they do not have the same resistance to staining as glazed ceramic tiles. Also, they require an ongoing finishing and sealing program.

Porcelain Tile - Why should your customer select a porcelain floor tile for the inside of his/her home?  The answer is simple: if the tile design and characteristics meet your customer’s criteria, then it’s the right tile for him/her. Many porcelain tile designs simply cannot be achieved in traditional glazed ceramic tiles.  Porcelain, arguably, is the most versatile of all ceramic tiles. These tiles can be glazed or unglazed, highly polished or matte, and have smooth or textured surfaces. In addition, the color of the tile can extend completely, or just partially, through its clay body.

Glazed porcelain tile provides you with many selling points. For instance, compared to other types of tile, porcelain lends itself to cutting edge designs and provides greater impact resistance.  Porcelain also boasts the highest ratings for freeze-thaw resistance in the tile category.

In addition, a through-body color unglazed porcelain is available in a wide variety of sizes, it requires less maintenance, and it features enhanced stain, chemical and wear resistance.

- National Floor Trends February 2000

Explain the Tile Basics
to help Your Customer Choose What’s Right  - Part 2

Last month we discussed how you can help your customer choose the correct product for their specific installation. We focused on texture, glaze and dye lot variation.  These glazed products probably represent the majority of products currently featured in your showroom.  But, you need to also be versed in unglazed tiles, porcelain tiles and natural stones.

A Word from the Boss:

I was reading the March 2000 Newsletter from the Chicago Floor Covering Association and I came upon an article that I felt would be of interest to many of you.  It addressed the issue of profit from Ceramic Tile.  I am including a few excerpts for your review.

“Ceramic.  By its very nature, ceramic tile represents an opportunity for differentiation -- and added profitability...reatailers...need to be very well prepared to sell this very different, very profitable growth product to the new, savvy and demanding customer.

Ceramic tile is a highly technical category, yet it offers limitless design potential. With ceramic tile, we have the opportunity to do business in new ways by learning to sell the multiple fashion and utility concepts of this product to customers who want very exclusive products and who are willing to pay for them and for the retailer capable of creating their special look.

The challenge, however, will be getting the customer to understand the value of a quality ceramic installation far beyond its price as well as its value in comparison with other flooring categories.

That requires hard work, tenacity and a commitment to education on the part of the retailer to understand and be able to convey its value to the consumer.  Retailers who succeed will reap the reward of added margin and greater profits...

Since ceramic tile is not only technical but also results in highly personal fashion statements that reflect a consumers lifestyle, higher margins are justified.  This affords the retailer an opportunity to get away from the commodity rat race so prevalent in other areas...

Some consumer benefits we as dealers can use today to help train our sales force include drilling each person on ceramic’s broad, high fashion appeal, easy maintenance, non-allergic material, stain resistance, classic looks, enduring presentation, safe and fireproof quality of homes with children and elderly, ceramic as a long-term “Durable goods” investment as opposed to “consumable” expenditure, and its fashion and versatility whether used in residential or commercial applications.”   (Sonna Calandrino, Chicago Floorcovering Association News Letter, March 2000)

In reading this article a couple of key concept really grabbed me. These are areas that we have discussed before but I don’t think can be emphasized enough and so I will reiterate - One of my very special interests is that of profit for the Global Network Dealers. It seems to me that in the last decade or so the word profit has come to mean something evil that can only be achieved at cost to others, but nothing could be farther from the truth.

Profit is the life blood of any business and without it, risk is just a foolish waste of energy. When you commit to sell a product or to service a customer, you are entitled to profit from those labors.  How well you listen to what your customer wants and how well you fill those needs will determine how profitable you can expect to be.  Another element of this article that caught my eye is the word tenacity.  Kathy describes me as having the “"tenacity of a bull dog.” (I think she means that affectionately). I believe that all of you who have put your name on the door and invested in your own business are also tenacious by nature.  It is what I believe makes private industry great.  Don’t ever be ashamed to have a dream and to pursue it with your heart and soul.  It is what leads to success.

The third concept that just jumped out at me was the word exclusive. The dictionary defines the word exclusive as follows; Limited, shutting out all others, in which no others have share.
With products from Tile One, you have an exclusive product.  We carefully select each of our products to offer you value, design and the opportunity for profit.  Avoid the rat race. Teach your customer where the value is.  Help them design a home that will reflect their personality and bring them pleasure in the years to come. (Kathy just stopped by to read what I had written and she said yes-she does consider my tenacity with affection. I guess that makes it okay.)

Also, I wanted to take a moment to welcome Thor Forsberg to our staff. He comes to Tile One with years of experience in ceramic tile distribution. Recently he has traveled through Illinois, Indiana, Wisconsin and Michigan. Many of you have met him as he stopped by to introduce himself and update your displays with a few of the beautiful spring introductions. He looks forward to meeting all of you and to working with you in the months to come.

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