NAFCD Study Outlines Needs of Flooring Retailers

Chicago, IL, Oct. 16, 2009--At its 38th Annual Meeting of the North American Association of Floor Covering Distributors unveiled its newest research study entitled “Understanding the Needs of Floor Covering Retailer.”

The study, conducted with the cooperation and assistance of the World Floor Covering Association, provided insight into the pressure points of relationships between the distributor and their retail customers.

The study focused on what the floor covering retailer is seeking from a professional distributor sales representative and decision-making criteria retailers use when deciding to add new lines or products. The study also explored what makes a new “alliance” attractive to retailers.

The study revealed that:

The best distributor representatives are those who are consistent in their follow through, have extensive product knowledge, are creative problem solvers, friendly, respectful of the retailer’s time limitations. The rep must act as a dealer “advocate” when questions or complaints arise.

Conversely, the worst distributor representatives are those who are arrogant, do not answer or return calls, miss appointments, drop in unannounced, avoid claim issues, push products misaligned with the dealer’s market, lack product knowledge and show favoritism.

“Ducking claims appears to be the cardinal sin of distribution sales,” wrote Jason Bader, of the research firm The Distribution Team and author of the study.

“In order to foster a strong relationship, the distributor rep needs to stay on top of the claims process. Even if it is technically in the hands of the factory or someone else in the company, the rep is the first contact with the dealer.”

Another issue that surfaced both in this year's survey and in a 2008 NAFCD study, "Understanding the Needs of the Floor Covering Distributor," is the convolution of the supply chain.

Bader found that in last year's study distributors complained about manufacturers selling direct to dealers. This year’s study revealed dealers complaining about distributors who sell direct to builders or large installers.

Bader observed that this practice appears to be a bit of a double standard.

NAFCD is developing a “Competitive Advantage Kit” to help its members create meaningful and successful, on going marketing and promotion programs that meet the objectives of both the distributor and its dealer partners.