Hardwood Floors June/July 2019

What Do Designers Want? (Continued)

ads in shelter magazines; designers will often work with only these brands, setting themselves arm's-length apart from the products that have "big-box looks" and are from big-box stores. The answers to "What can we all do to help designers?" are as varied as the designer's style, and yet it is relatively simple to step back and examine things from a different perspective. Are you working with designers already? If you're a retail store owner, do you offer work tables? Do you allow designers to check out samples? Do you offer designers a discount or a commission? If you’re a distributor or a contractor, do you host CEU designer events so designers can maintain their continuing education units required by most states? Do you take the time to reach out to local designers, introduce yourself, and share the value of working with an installation professional for wood flooring projects? If so, you're already helping to ease their burden and earning their trust. To go the extra mile, it would be extremely beneficial for you to have staff designated to work with designers. Beyond providing workspace, is it possible to offer financing for their projects? Often designers are cashflow challenged in projects of larger scope or multiple projects, so a little help with credit would certainly help.

The NWFA has a vast library of CEU presentations that I've enjoyed being able to offer for my customers. The magic of a CEU event is that it combines work and play in a relaxed yet professional environment that is not at all about "selling a brand." CEU presenters are not allowed to speak of their brands during the presentation and yet the brand is oftentimes staring participants in the face. If your CEU presenter is a credible source of information and is on-site for providing education, answering questions, and helping avoid problems, then you're ahead of the rest of the pack by being there. g Emily Morrow Finkell is an interior designer and CEO of EF Floors & Design LLC in Dalton, Georgia, a provider of hardwood floors and home furnishings, and NWFA design contributor. She can be reached at emily@emilymorrowhome.com.

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