FloorCon 2021 is almost here, and it’s almost impossible to put into words just how excited we are to share it with you (but we’ll try)! It’s going to be a true celebration of the flooring industry, and the only trade show made exclusively for flooring dealers.

But we’ve said it before and we’ll say it again: this is more than your typical trade show. You won’t just be wandering through vendor booths and sitting in on lectures! 

At FloorCon, you’ll get the full playbook for supercharging your flooring store. We’re talking hands-on training to help you take your business’s marketing, culture, operations, and digital tools to the next level.

Are you ready to elevate your store to new heights? Of course you are! 

With just a few weeks before FloorCon gets underway (November 17th and 18th—mark your calendars!), we’re excited to share a tiny sample of what you can expect to learn at this amazing event. 

To that end, here are 11 things you’ll learn at FloorCon that will take your business to the next level.

#1. How to Master In-Store Marketing and Improve Your Margins

In-store marketing is one of those things that’s easy to gloss over. But if you take the time to do it right, you’ll be shocked how small changes can drive sales and improve your margins. 

Neil Daley, Broadlume’s VP of Merchandising, wrote the book on in-store marketing for flooring dealers. At FloorCon, he’ll be giving you the inside scoop on all the tips and tactics he’s developed over nearly 30 years in the flooring industry that will boost your bottom line. 

Seriously, it’s impossible to exaggerate just how much Neil knows about this stuff—you won’t find a better resource on in-store marketing anywhere.

#2. How to Use Data to Dominate Your Market

These days, business owners have access to more data than ever. But are you using that data to drive sales and reach new customers?

Broadlume’s Director of Analytics, Tom DeMoya, knows this side of the business inside and out. He’ll take the stage and show you how to break down and interpret the data that’s already available to you—and how you can use it to unlock your business’s full potential.

#3. How to Build Your Brand (Starting With You)

In today’s internet-centric landscape, your company’s brand is front and center. Great websites, internet reviews, and social media reach can make or break your business—and they’ve made excellent branding a necessity. But when it comes to building a brand, it’s hard to know where to start. 

That’s why we’re bringing in Joe Zago, dynamic CEO of The Carpet Guys, to teach you how to build your own personal brand!

One of the most electric and entertaining owners in flooring today, Joe will explain, in step-by-step detail, exactly how he created his brand and how you can do the same for your business. 

#4. How to Navigate the Installer Crisis

Odds are, your flooring business has had a hard time bringing in new installers over the last couple of years. You’re not alone—the lack of installers is arguably the biggest crisis facing the flooring industry today. 

Jim Aaron, Executive Director of the Floor Covering Education Foundation, and Jason Potts, Owner of RIC Flooring, are here to help. They’ll share what you can do to combat the installer shortage and share practical tips on ways your business can adapt and succeed in spite of it! 

#5. How to Master Hiring and Build Your Store’s Culture 

Every company talks about “building a culture”. But what does that actually mean? And if you want to create a fantastic workplace culture, where do you even start?

We’re bringing in Susan Weller, Founder of Flooring Careers, to explain. In her session, she’ll show you how to hack your hiring process and bring the right people to your business. With Susan’s expertise in hand, you’ll be ready to build a strong culture and make your store a place where people line up to work!

#6. How to Sell Your Business—Not Just Your Product

To most customers, flooring is just material. Wood, vinyl, laminate—it’s all more or less the same to them. They’re not experts on Janka ratings, VOCs, or underlayments—and the truth is, they don’t need to be. 

That’s because, as every great RSA knows, customers don’t just shop for products—they shop for businesses. They don’t buy based on product specs; they buy based on the stories businesses tell—stories they can trust. 

At FloorCon, Pami Bhullar from The Dixie Group will show you how to unlock your sales potential through storytelling. And once your store learns how to tell the stories that customers want to hear, the sky’s the limit!

#7. How to Never Lose Another Lead 

When Broadlume acquired Retail Lead Management (RLM) earlier this year, we vowed to make it the ultimate customer relationship management tool for flooring dealers. But RLM is more than just a way to track your leads—it’s also the silver bullet for driving sales and streamlining your business. 

That’s why Broadlume’s Chief Product Officer, Dimitar Alexandrov, will be taking the FloorCon stage to show you how to unlock the full power of RLM’s amazing functionality. You’ll be blown away by what this industry-leading CRM can do for you!

#8. How to Use Technology to Future-Proof Your Flooring Business

There are so many digital tools available for flooring dealers these days. Lots of them are great—but some of them are (excuse our language) a load of malarkey. So how do you know which ones will actually help you future-proof your business?

Have no fear: HGTV star Anthony Carrino is here to help! Host of HGTV’s wildly popular program Kitchen Cousins and VP of Design at Welcome Homes, Anthony will give you the inside scoop on all the latest industry trends and consumer behavior—and explain how digital solutions can help you adapt to them for the next generation. 

#9. How a Trailblazing Community of Women is Changing the Face of Flooring

Thanks to innovative women all around the industry, the future of flooring is changing. Their talent and ideas are making our industry stronger than ever, and we’re thrilled to see it. 

At FloorCon, Michelle Winters of New Braunfels Flooring, Rachel Berlin of Precision Floors & Decor, and Lisbeth Calendrino of Lisbeth Calandrino & Associates will be highlighting the amazing contributions of women in flooring, and how they’re helping drive this industry forward.

#10. How to Maximize Your Commission Structure and Boost Your Bottom Line

A flooring store’s commission structure plays a vital role in its success. But we know it can be tricky to strike a balance between maximizing profit, incentivizing staff, and paying your incredible team what they deserve. 

Luckily, Patrick Ferries, COO of Rollmaster, is here to simplify it. At FloorCon, he’ll give you the blueprint on how to structure your commissions in a way that’s both fair to your employees and favorable for your profit margins. After his session, you’ll have everything you need to secure your bottom line! 

#11. How to Become a Better Dealer by Asking Yourself Important Questions

We all strive to be better at our work every single day. And for flooring dealers, sales numbers are only part of the equation. So how do you become a better dealer?

Nick Bock, CEO and co-founder of private equity company 31st Street Capital, will join us to answer that exact question. Since 2018, Nick has created a massively successful investment business specializing in small and medium businesses.

He’ll share the 5 most important questions flooring dealers need to ask themselves in order to power up their businesses and take them to the next level. These questions are part of the framework that he and his team have developed over years of successful investing, so it’s safe to say he knows what he’s talking about! 

And That’s Just the Tip of the Iceberg!

Excited for FloorCon? After reading about all the amazing experts who will be joining us, how could you not be?

But this is just a taste of what you’ll take away from FloorCon 2021. For a full schedule (can you believe there’s more?), check out the FloorCon 2021 website.

Ready to join us down in sunny Sarasota? You’re in luck—there are still a few tickets available! Secure your spot at FloorCon 2021 today!

FloorCon 2021 will take place November 17–18th, 2021 in Sarasota, Florida. All necessary precautions as outlined by the Florida Department of Health will be observed in order to keep attendees safe and healthy.

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Associate Copywriter at FloorForce (and its parent company, Broadlume), Bo is an avid traveler, former English teacher, and all-around extrovert. When he’s not writing, you'll usually find him wherever a soccer game is on, or listening to deep-dives on the latest Marvel Studios production.

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