Hardwood Floors October/November 2017

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CONTENTS

Industry Insights:

16 Government Affairs An update on the fall agenda in Washington, D.C., and the impact on our industry.

By Dana Cole

18 Designer Insights A look through the design lens at wood flooring trends for 2018.

By Emily Morrow Finkell

22 Market Matters The importance of retail channels to wood flooring manufacturers and marketers.

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

By Stuart Hirschhorn

Business Best Practices:

26 Finance Forecasting for your financial future. 30 Sales Savvy Price objections are self-inflicted wounds.

By Bree Urech-Boyle

By Paul Reilly

Jeremy Waldorf | Legacy Floors LLC Adam Williams | Palo Duro Hardwoods

34 Business Basics Key contract terms to look for… and some to avoid.

By Barbara Dunn O’Neal

38 Technology Protect yourself from cyber criminals. By Jodi O’Toole 40 Marketing The benefits of a smooth customer journey. By Katrina Olson

PUBLICATION TEAM

At the Site: 42 Sponsored Content The dirt on dirt and how it damages wood floors. 66 Sponsored Content Emerging trends in hardwood installation. 73 Sponsored Content Wood floor preservation made easy with education and technology. 74 Tech Troubleshooting How to recoat a previously finished floor. A step-by-step guide to new color technologies. 80 Finish Focus Love and care of your finishes and sealers. 78 Color Technologies 68 Health & Safety Focus Silica safety.

By Swiffer

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 Eric Kurtz

By Jeremy Waldorf

By Joseph Hillenmeyer

CONTRIBUTING WRITERS Tito Boror Bree Urech-Boyle Dana Cole Lindsay Konzak Eric Kurtz

Jodi O’Toole Angela Poulson Kelly Ragalie Paul Reilly Jeremy Waldorf Chris Zizza

By Brett Miller

Megan Lhamon Michael Martin Brett Miller

By Kelly Ragalie and

Jason Elquest Ethan Erickson

Tito Boror

Kjell Nymark Katrina Olson Barbara Dunn O’Neal

Emily Morrow Finkell Joseph Hillenmeyer Stuart Hirschhorn

By Ethan Erickson

83 Tech Talk What challenges do you face when coating By NWFA a wood floor and how do you overcome them?

ADVERTISING SALES

Regional Instructors

86 WFOY Spotlight From online inspiration to installation. Product Focus: 92 Finishes, Applicators & Fillers 96 Plank Flooring

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

By Stacy Brown

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. Application to Mail at Periodicals Postage Prices is Pending at Chesterfield, MO, and additional offices. POSTMASTER: Send address changes to Hardwood Floors, P.O. Box 9147, Lowell, MA 01853. Copyright © 2017 by the National Wood Flooring Association. All rights reserved. Reproduction in whole or in part without written permission is strictly prohibited.

Also in this Issue:

6 Chairman’s Cut

By Chris Zizza

8 Wood Stock 88 NWFA Resources 106 New Products 107 Ad Index

hardwood floors

108 Final Coat: CEO’s Message

By Michael Martin

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