How do you present your business to potential customers and partners? Marketing is key to growth and expanding your reach. The cover story for this edition of Hardwood Floors is focused on developing a simple marketing plan and practical tips you can put into action now.
At my company, we recognize the importance of marketing. We have an active presence on social media, and our website includes photo galleries and resources for our customers on how to care for wood floors. We also are active in the community and with local and national industry trade associations. However, from a marketing perspective, one of the most powerful things you can do for your business is educate yourself.
Education for yourself and your team is an investment that comes back to your company in several ways. First, education separates you from the competition. Being able to say that you stay up on things by taking classes and that you are affiliated with an organization such as the National Wood Flooring Association (NWFA) reassures the customer they are hiring someone who knows what they are doing.
When we meet with homeowners, we go through a checklist that asks what type of training a contractor receives regularly and whether they have completed a certification program. We want them to know that our team has a solid understanding of the industry. Even our office staff who do not work in the field attend classes to understand what the crews handle at the jobsite.
Having the designation of NWFA Certified Professional amps up the ability to market yourself as an expert in the wood flooring industry. Consumers know what it means when they see a certification from a valid professional trade organization and feel at ease about doing business with someone who is among the best in their field. The NWFA offers the following certifications: Certified Sales Advisor, Certified Installer, Certified Sand & Finisher, Certified Wood Flooring Inspector, Certified Craftsman, and Certified Master Craftsman.
Beyond the validation it can give you with a prospective client, NWFA Certified Professionals can generate new business by being listed on the NWFA’s “Find a Professional” search feature. The more classes you take, the higher you appear in the search results. Certification gives you exclusive access to logos and badges to promote your status via decals, business cards, shirts, online, and more. You also have a prominent listing in the NWFA Industry Guide as an NWFA Certified Professional.
Finally, don’t overlook how education can boost your company’s marketing as a great place to work. Showing that team members are valued and that you are all in on helping them grow and learn is a way to build a group of loyal and passionate employees. It also demonstrates the significance of hard work, which is rewarded with continued development.
For more information about education opportunities and other resources to help your business stand out, contact the NWFA at 800.422.4556 or visit nwfa.org.