Best Practices - May 2008

By Sonya Jennings

ReSource Arizona has been in business for 25 years serving the commercial market in the Southwest U.S. About 70% of the company’s business is specified through the architecture and design community, and the other 30% is sold directly to the end user. Its primary projects include offices and corporate centers, but it also works in the hospitality, healthcare, and institutional arenas.

ReSource Arizona’s 3,000 square foot showroom for the A&D trade is located in Phoenix. It’s a living showroom that features the company’s many products such as carpet tile, raised floor, modular flooring, broadloom carpet, ceramic tile, wood flooring, office furniture and more. The company also has a smaller scale service center in Utah and a virtual shop in Nevada.

According to Bob Plann, an owner of ReSource Arizona, the secret to success is being very “touch-oriented” with customers. In many different ways, the company seeks to develop and maintain relationships with its clients. For instance, two full-time architectural representatives are responsible for nurturing relationships with the A&D community. Because its relationships with the A&D community are so strong, ReSource Arizona is likely to be brought in on a new job first.

Rather than being just a supplier, the company positions itself as a flooring consultant. From the beginning of a project, ReSource Arizona can offer expertise in reviewing project budgets and space plans, identifying waste factors, choosing material, and finding the best value for the client. Another “touch point” is the ReSource Arizona website designed to help the A&D community serve clients more efficiently. For example, if an order for a flooring sample is placed by noon, it will arrive the next day.

The company has the most complete designer resource library in the Phoenix area, and it encourages members of the A&D community to use it for their own research. Also, the team functions with the understanding that there is not just one decision maker on a project. Efforts are made to communicate with all parties involved, including the architect, designer, contractor, and owner.

Also, once a year the company hosts its own mini tradeshow. Ten partner manufacturers set up booths, and 300 to 400 members of the A&D community come to the showroom to learn more about products. This event is complete with card stamps and a drawing to win a trip to NeoCon for the following year.

Another way ReSource Arizona interacts with clients is through maintenance agreements. Once a product is purchased, the company offers cleaning services on a weekly or monthly basis. This keeps the company in front of its customers. Without a maintenance agreement, the company might never meet the end user. Later, when products need to be replaced, ReSource Arizona already has an ongoing relationship with the customer. The maintenance plans also give the company an opportunity to show expertise as flooring consultants.

Installers are another key connection point with customers. Plann believes that no matter how great the company may be, if the installation does not exceed the customer’s expectations, there will be no future business from that customer. Plann makes sure the installers know they are valued members of the team, partly by giving them benefits such as a 401(k) and health insurance.

“Our installers are employed by us, and they are our best salespeople,” Plann says.

Also, every installer is graded on each project with three reviews during the process. The installer is given a full report on each job so that strengths can be identified and improvements made for future jobs.

ReSource Arizona’s business philosophy of finding creative ways to keep client relationships alive and current proves to be extremely effective.

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