The tale of two movers—a lesson for retailers

My wife and I are saying goodbye to our current residence and moving across town. I’m excited about the new place, but I detest moving. I hate boxing, hauling stuff, unboxing, organizing—the whole thing. So I’m hiring a moving company to handle it all.

I asked around for referrals for a moving company. I was given several names, so I booked estimates with two of them. The first guy showed up, walked through my home, took notes, asked one or two basic questions, gave me an estimate, then left. A couple days later the guy from the other company showed up. Same routine.

How did I make my decision? On price! I went with the cheaper company because neither salesperson did anything whatsoever to demonstrate why I should choose them over everyone else.

Moving, like flooring, is a commodity. Marketing guru Dan Kennedy says if you’re in a commodity business, get out. He didn’t mean leave your industry. He meant quit selling as though you’re a commodity. Create differentiation. Make yourself a category of one. Position yourself as the only and obvious choice.

Here’s what either of these movers could have done to make this happen.

First, while I was on the phone, the person scheduling the appointment would have said, “The next step is to schedule your ‘perfect move consultation.’ Our moving expert will ask you questions about your goals for your move, if you’ll need help boxing or unboxing and any special concerns you might have. He’ll then inspect all the areas of your home so he can understand the scope of the project. Then he’ll give you a guaranteed, no surprise quote—not an estimate—so you’ll know exactly what the cost will be. He’ll also explain our ‘Thrilled Mover Triple Guarantee.’”

This would pre-frame the entire interaction, positioning the company early-on as being different.

After the salesperson arrived, he would ask me a series of questions and write down my answers. He would include questions about the date of my move, if I needed it completed in a single day, if there were valuables I was especially concerned with and whether I had pets or an aquarium. He would ask if I had ever used a professional moving company before, and what I liked and disliked about the experience.

He would then explain their process. How all furniture would be wrapped to prevent damage and that all the boxes would be clearly marked by room so they could be placed in the correct space at the new place. How they used special wrapping to protect delicate items. Then he would explain their triple guarantee: timeliness, professionalism and safe delivery.

I would have definitely hired the company that took me through a process like this, even if they were more expensive. Price wouldn’t matter.

Your prospective customers feel the same. Most dealers show up, measure, give a number then leave. Don’t be like most dealers. By implementing a process like the one I described you would make yourself the obvious choice, take price out of the equation, close more sales and get more referrals. All without spending a dime on marketing.

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Speaking & Webinars. Jim is a sought-after speaker and founder of Flooring Success Systems. He delivers powerful live and virtual presentations that help floor dealers grow sales, improve margins, and strengthen their businesses. His team also offers a complete turnkey webinar package—handling hosting, promotions, and full execution. To inquire about booking Jim or setting up a custom event, contact Support@FlooringSuccessSystems.com.

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Tuesday Tips: Keep it simple

Dalton—The World Floor Covering Association (WFCA) released a new “Tuesday Tips” this week. In the series, WFCA experts present short video tips for improving customer service and optimizing staff performance. In the end, it’s all about understanding the importance of doing 100 things just 1% better than your competition.

In this week’s Tuesday Tips, Tom Jennings shares a simple reminder: don’t overcomplicate your message. Most people tune out when things feel too complex, so keep your communication clear and easy to understand. Check out the latest tip.

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Panariagroup USA to unveil new collections at Coverings 2026

Las Vegas—Panariagroup USA will showcase new product collections at Coverings 2026, being held here March 30-April 2 at the Las Vegas Convention Center. The company, which includes Florida Tile, Panaria Ceramica and Lea Ceramiche, will exhibit at booth 6250. The display will feature a 60-by-60-foot space highlighting its latest innovations.

“Coverings is more than just a trade show; it’s an inspirational experience where innovative ideas evolve into industry standards,” said Tressa Samdal, senior director of marketing and product. “This year represents a pivotal moment for us, as we prepare to unveil 10 new collections, the largest number we’ve introduced in nearly a decade.”

The booth will feature several domestically produced collections using Dry-Fix Technology. The process aligns surface texture with underlying graphics to create enhanced visual detail and tactile depth.

Panariagroup will also incorporate an interactive experience into its booth. A combination of three coordinating collections—Playlist, Playlist+,and Playlist Encore—will be paired with curated Spotify playlists that match each color palette.

The concept creates a more immersive and sensory experience for attendees.

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CARE recycles 2026 Oscars red carpet

Dalton—Carpet America Recovery Effort, CARE, confirmed that a significant portion of the red carpet from the 2026 Academy Awards was recycled through California’s state carpet recycling program.

CARE worked with local stakeholders and recyclers to ensure recyclable carpet materials were sent to a regional facility. The materials will be processed into new products.

“This is exactly the kind of outcome that the California Carpet Stewardship Program is designed to deliver,” said Bob Peoples, CEO of CARE.  “Despite early media reports, thousands of square yards of carpet material was not sent to landfill and instead will be recycled into new products.”

CARE’s California Carpet Stewardship Program supports a network of more than 175 public drop-off sites. The program helps cover the cost of collection, storage and recycling. Its goal is to maximize the amount of carpet diverted from landfills.

The program was established after California passed its carpet recycling law in 2010. Since then, the state’s carpet recycling rate has grown to more than seven times the national average.

CARE encourages event organizers and venue managers to seek guidance on recycling red carpets and other high-volume materials. The organization also promotes reuse and helps contractors identify outlets for repurposing carpet from large projects.

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NALFA advances standards at spring meeting

Phoenix—The North American Laminate Flooring Association (NALFA) hosted its 2026 spring meeting here from March 10-12. The meeting brought together industry leaders to advance technical standards and align the category around real-world performance.

Representatives from leading companies attended, including: AGT, Arauco North America, CALI Floors, Floor & Decor, Kronospan USA, Mannington Mills, Mohawk Industries, MP Global Products, NC State University, Pak-Lite, SELIT North America, Shaw Industries Group and Torlys.

Attendees discussed standards development, industry advancements and long-term growth strategies. The conversations reinforced NALFA’s commitment to strengthening laminate flooring’s position in the market.

NALFA president Tom Wright, vice president of product management and innovation at Mohawk Industries, opened the meeting. He emphasized the importance of collaboration. “The strength of this association comes from the expertise around the table and the willingness to work together to move the industry forward,” Wright said. “When we align around standards, messaging and shared priorities, we strengthen the entire category.”

A keynote presentation by Jared Mathusek, vice president of installation services at Empire Today, offered a field-driven perspective. He highlighted ongoing challenges, including labor shortages, inconsistent training and gaps between manufacturer documentation and jobsite realities.

Beth Ziesenis, known as “Your Nerdy Best Friend,” also presented. She shared strategies for using technology and artificial intelligence to improve productivity and communication.

Key initiatives

NALFA’s board of directors reviewed progress on key initiatives. These included updates to LF-03, the association’s underlayment certification standard and LF-04, its moulding and transition performance standard. The board also discussed continued investment in standards development and improved communication around certification and performance.

Tyler Snyder of Kronospan joined the executive committee as secretary. Katherine Baxter of Mohawk Industries was named chair of the moulding committee.

NALFA’s technical, underlayment, mouldings and marketing committees met during the event. Leaders included Anthony Drevet of Shaw Industries Group; Deanna Summers of MP Global Products; Mickey Davis of Pak-Lite; Katherine Baxter of Mohawk Industries; Heather Knutson of Cali Floors; and Danielle Lancianese of Shaw Industries Group. Discussions focused on a more integrated, system-based approach to performance, aligning with ongoing work within LF-03 and LF-04.

The meeting also marked a milestone in NALFA’s industry engagement. SELIT North America served as the association’s first off-site sponsor and hosted a networking event for members.

NALFA will continue these discussions at its fall meeting, scheduled for Oct. 13-15 in Savannah, Ga. Members are encouraged to attend and contribute to ongoing industry conversations.

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Tile of Spain announces Coverings 2026 schedule

Las Vegas—Tile of Spain announced its schedule of events for Coverings 2026. The show will take place March 30–April 2 here at the Las Vegas Convention Center.

Tile of Spain will return to the Spanish Pavilion and continue its legacy of innovation, craftsmanship and design leadership. Nearly 60 Spanish manufacturers will showcase the latest ceramic tile trends, sustainability advancements and emerging technologies shaping the U.S. market.

At the center of the pavilion, Tile of Spain booth No. 645 will serve as a hub for inspiration, conversation and discovery throughout the four-day event.

Visitors can explore a range of programming, including a ceramic tile trends presentation, live podcast recordings and interactive mood board sessions. The pavilion will highlight Spanish culture, hospitality and design excellence while offering opportunities to connect and learn.

Event highlights

Interactive mood board station
Location: Tile of Spain booth No. 645
Time: March 30–April 2 during show hours
Attendees can create mood boards using ceramic tile from Spanish exhibitors. Participants can share designs on social media by tagging @tileofspainusa for a chance to be featured.

Global tile trends
Location: Room N250
Time: March 30 at 11 a.m.
Coverings will host its annual Global Tile Trends presentation. The session will focus on sustainability, timeless luxury, health and wellness and outdoor living while highlighting new technologies and design directions.

Podcast recording: “The Grout Line: Beneath the Surface mini-series”
Location: Tile of Spain booth No. 645
Times:
March 31 at 10:15 a.m. and 11:15 a.m.
April 1 at 11:30 a.m.
April 2 at 10 a.m.
Hosted by Ryan Fasan, the series will explore Spanish ceramics from technical, economic and design perspectives, including installation methods and innovation.

Tile of Spain Honors (invitation only)
Location: Tile of Spain booth No. 645
Time: March 31 at 4 p.m.
Tile of Spain and Spanish exhibitors will recognize the partnership between Spain and the U.S. ceramic tile industry. The event will feature tapas, refreshments and live music.

Showstoppers LIVE!
Location: Exhibitor booths throughout the Spanish Pavilion
Times:
March 31 at 12:15 p.m. and 2:30 p.m.
April 1 at 1:30 p.m.
Ryan Fasan will interview Spanish exhibitors on-site, highlighting trends, product innovations and key developments at Coverings 2026.

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Portobello America to debut Living Home concept at Coverings 2026

Las Vegas—Portobello America will debut its Living Home campaign at Coverings 2026. The company will also introduce a new lineup of intricately crafted surface collections.

The Living Home concept reflects the idea that spaces are alive and must adapt as people and environments change. The approach supports evolving routines while maintaining warmth, balance and authenticity.

Portobello America’s 2026 portfolio reflects its commitment to translating natural beauty into modern design and technology. The collection features a curated surface system with eight new collections and more than 200 surfaces. These are organized into three design narratives:

• The Natural Language of Nature: Surfaces inspired by nature with refined aesthetics and innovation-led finishes.

• Where Design Turns into Art: Collections that treat surfaces as compositions with contrast, tactility and detail.

• The Design that Belongs: Core collections designed for versatility and long-term use across applications.

The company is also expanding its system with a large mosaic program and three-dimensional relief profiles across all collections. These elements serve as architectural design tools that add texture, rhythm and visual depth.

A strong focus on small formats anchors the new system. These formats act as precision tools for designers and distributors. They allow for seamless mixing across collections and help create layered environments with controlled design outcomes.

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