Hardwood Floors August/September 2019

By Joni Rocco

processes. A few years later, he found me in our home office, celebrating my successful completion of the NWFA Certified Professional (CP) Wood Floor Sales Advisor course and test. For years, we have aligned ourselves with the NWFA and the CP program in particular. It’s not because we think Certified Professionals are better than any other contractor. There are many contractors who are better than we are at their skill sets and their business operations. However, we align our brand with the NWFACP program because it works for us to offer peace of mind to our homeowners. As Certified Professionals, we describe to our clients how we charge a premium rate for three reasons: first, we must adhere to technical standards set by the NWFA, the country’s only trade association dedicated to the hardwood flooring industry; second, we have a CP Sales Advisor dedicated to all customer communication and service issues; and third, we hire employees and train them, with a clear path to certification.

the way to sports or dance practice. I was also scared I would stink at math and embarrass myself with the measuring tape in front of prospective clients. I had no idea what grading was and still am challenged occasionally by species identification on an existing floor, especially if it’s stained. Aligned with NWFA The keynote speaker this year at the NWFAWood Flooring Expo expressed it best when he asked the audience, “What’s the most powerful animal in the jungle?” Everyone shouted, “The lion!” “No,” he responded. “It’s the butterflies in your stomach that you will have to endure and move past to succeed.” I can attest to the anxious feeling of being new to an industry; Joe spent months taking me with him to every estimate and giving me as many details as he could. I tried to visit our jobsites as often as I could, watching and learning the

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