Hardwood Floors June/July 2018

CONTENTS

Chris Zizza | Chairman Michael Martin | CEO Anita Howard | COO Bree Urech-Boyle | CFO Brett Miller | VP, Education & Certification NWFA LEADERSHIP

Industry Insights:

16 Government Affairs A win for forest management.

By Dana Lee Cole

Business Best Practices:

Stacy Brown | Publisher/Editor | stacy.brown@nwfa.org Brett Miller | Technical Editor | brett.miller@nwfa.org Laura Boyle | Creative Director | laura.boyle@nwfa.org Megan Lhamon | Industry News Editor | megan.lhamon@nwfa.org Katie Schenk | Media Production | katie.schenk@nwfa.org Jodi O’Toole | Web Development | jodi.otoole@nwfa.org PUBLICATION ADVISORY COMMITTEE Julie Russell, Chair & Board Liaison | Glitsa, a division of Rudd Company Len Daubler | Shaw Industries Inc. Avi Hadad | Avi’s Hardwood Floors Inc. Lenny Hall | Endurance Floor Company Inc. Jessica Hickman | Allegheny Mountain Hardwood Flooring Kevin Mullany | Benchmark Wood Floors Inc. Mike Sundell Jeremy Waldorf | Legacy Floors LLC PUBLICATION TEAM

24 Sales Savvy How to appeal to the buyer’s logic and emotion in your next sales presentation.

By Paul Reilly

28 Legal Finding the best business formation for your company. 32 Finance Benchmarking – how do you know you are successful and secure?

By Kailey Grant

By Bree Urech-Boyle

36 Technology Technology revolutionizes the wood flooring industry.

By Jodi O’Toole

40 Marketing Show your stuff on Instagram. 60 NWFA Service Awards Read about this year’s winners.

By Katrina Olson

By Stacy Brown

62 NWFA Wood Flooring Expo Recap See highlights from Tampa.

By Stacy Brown

At the Site: 76 Applicator Aptitude Choosing the right applicator for the job. 80 Technical Troubleshooting Water and oil – a manufacturer’s perspective.

111 Chesterfield Industrial Blvd. Chesterfield, Missouri 63005 P : 800.422.4556 Local : 636.519.9663 F: 636.519.9664 E: news@hardwoodfloorsmag.com W: hardwoodfloorsmag.com

By Brett Miller

By Ethan Erickson

83 Tech Talk What is the strangest issue By NWFA

CONTRIBUTING WRITERS Johannes Boonstra Bree Urech-Boyle

you have seen related to finish? 84 Moisture Testing RH moisture testing in concrete is now much faster. 86 Health & Safety Focus Lead safety. Product Focus: 99 Finishes, Applicators & Fillers 104 Solid Wood Flooring

Regional Instructors

Katrina Olson Jodi O’Toole Paul Reilly Jason Spangler

Allie Finkell Emily Morrow Finkell Kailey Grant

Dana Lee Cole Doug Dalsing Michael Dittmer Jason Elquest Ethan Erickson

Megan Lhamon Michael Martin Brett Miller Kjell Nymark

By Jason Spangler

Scott Taylor Chris Zizza

By Doug Dalsing

ADVERTISING SALES

Libby White Johnston Media & Advertising Sales libby.johnston@nwfa.org | 337.794.9232

Also in this Issue:

Hardwood Floors (Print: ISSN 0897-022X and Online: ISSN 2475-5125) is published on a bi-monthly basis, plus the Annual Industry Guide, by the National Wood Flooring Association and distributed as a membership benefit to its member companies and without charge upon request to qualified individuals throughout the wood flooring industry. Single copy price is $8, annual Industry Guide is $50. Subscriptions: $40/ year (includes 6 issues and Industry Guide) in the U.S. and Canada. Publication office: 111 Chesterfield Industrial Blvd, Chesterfield, MO 63005. Phone: 800.422.4556. Printing office: Walsworth, 306 N. Kansas Ave., Marceline, MO 64658. Printed in the U.S.A. Periodicals Postage is paid at Chesterfield, MO and at additional mailing offices. POSTMASTER: Send address changes to Hardwood Floors, P.O. Box 9147, Lowell, MA 01853. Copyright © 2018 by the National Wood Flooring Association. All rights reserved. Reproduction in whole or in part without written permission is strictly prohibited.

6 Chairman’s Cut

By Chris Zizza

8 Wood Stock 88 NWFA Resources 114 New Products 115 Ad Index

116 Final Coat CEO’s Message

By Michael Martin

hardwood floors

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