Know Where You Stand

The search for a luxury click vinyl flooring that combines flexibility and durability with elegance is over—introducing Stability™, Primco’s latest high-tech, more eco-friendly problem-solver! Cam Overacker and Tyler Yelland provide product intel from origin story to installation improvements and sneak-peak Stability’s debut at the Prim-Con flooring event.

There are multiple reasons why premium flooring hasn’t always lived up to its promise. The race by manufacturers to meet the demand for cheaper high-end products, for instance, resulted in alterations to its composition. “When you have a product that's 30% stone and 70% PVC, there's really no way to bring that price down unless you add recycled content,” says Cam, adding that the problem with recycled content is that you can't control what's in it. “It's like baking a cake. You're throwing ingredients in that you don't know how they're going to react when they go in an oven. How are they going to react when you add heat and pressure?” Or glue. Or an uneven underlayment. 

“Then you started producing stuff that was a great price, but, honestly, it was produced almost to fail,” says Tyler. When coupled with shoddy subfloor prep, either at the hands of an inexperienced installer or the short-sidedness of the homeowner, cupping, irregular expansion, and claims soon follow. It’s a recipe for disaster for installers, DIYers, and retailers alike.

Stability features superior construction to counteract those issues. “We’re taking a two millimeter SPC because that's the thinnest and the thickest that we can go to help balance this off,” Tyler explains before digging into the product’s impressive tech specs. Think dimensional strength from both top and bottom combined with exceptional pliability. But don’t let the name or construction method fool you. For all its core strength, Stability has layers of luxe style baked (and pressed!) into its surface, giving the product a realistic visual on an SPC “You're going to have a really nice top embossing on it,” he adds, confirming that the hot press technique provides more depth to the design, creating a click option with long-lasting textural appeal. 

Primco unveils 11 SKUs in its Stability line just in time for the spring selling season. “We don't normally start that big,” Tyler confirms, “but we're going all in, and we're excited about that.” Catch a glimpse of Stability and many other top-notch products at Prim-Con, March 8-11, 2022.

MENTIONED IN THIS EPISODE

Prim-Con 2022

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Know Where You Stand is produced and edited by The Creative Impostor Studios.

To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep. 

We know where we stand, so you know where you stand. 

Natural disasters like floods can send homeowners reeling, but what happens after the water recedes?

Remediation Manager Chris Boschman of Exclusive Floors takes Cam and Tyler through a typical restoration, offering insight into the assessment, insurance, and installation phases. The Primco pair learn that while a client’s journey back home can be emotional, affiliate retailers make that trip a lot less bumpy.

Regional disasters rightly make headlines. But hyperlocal incidents like a burst pipe or house fire can be just as devastating to a homeowner. 

Regardless of the cause, repairing that damage requires cooperation from multiple entities––and an abundance of empathy. Unlike new construction or renovation clients, restoration clients are reluctant shoppers, picking a new floor because they have to, not because they want to. 

The process often includes a physical relocation, adding logistical challenges for homeowners already forced into a tense situation. Still, restoration offers clients the chance to level up their living spaces in the wake of devastation. There’s no better time for homeowners to reevaluate their lifestyle needs or opt for a style refresh than when an insurance company is involved. 

MENTIONED IN THIS EPISODE

Consensus Resource Group

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Know Where You Stand is produced and edited by The Creative Impostor Studios.

To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep. 

We know where we stand, so you know where you stand. 

Cam and Tyler uncover the colour, style, and design trends for 2022 with Terry Marchetta, VP of Residential Styling at Mannington.

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Know Where You Stand is produced and edited by The Creative Impostor Studios.

To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep. 

We know where we stand, so you know where you stand. 

Leave it to Primco, Western Canada’s premier flooring distributor, to turn lemons into exciting launches. Primco may have reluctantly bowed out of this year’s International Surface Event, commonly known as Surfaces, in Las Vegas, but Cam Overacker, Tyler Yelland, and the rest of the team are thrilled to announce PRIM-CON 2022, a one-of-a-kind expo featuring a fantastic line-up of the latest products––on display in Primco’s newly renovated Calgary showroom. 

PRIM-CON 2022, which runs March 1st through 4th, is the solution for anyone who can’t make the trip to Surfaces. This local expo offers folks a destination design space to safely view all the top trends from trusted Primco product partners. Think more options from Raintree™ and new high-shine tiles from the Next Floor® ScratchMaster® line. Cam and Tyler are also excited to show off two stunning marble designs from the Mannington® Adura®Apex luxury vinyl plank collection.

“I would be surprised if they don't knock out some dealer’s choice awards,” says Tyler of Mannington’s stylish state-of-the-art introductions. Other Mannington highlights include five new SKUs within its Restoration Collection®. These products provide an even greater range of clean, modern-looking laminates, all of which are manufactured in the USA. That’s a geographical bonus for retailers who’ve found themselves deep into delays caused by overseas supply chain issues. 

Cam explains that Primco’s dealer network has a competitive edge when it comes to the Mannington flooring catalogue. “That competition doesn't have access to the Mannington name or the Mannington sheet vinyl or sheet vinyl period. It's fairly limited,” he says, hinting at even more exciting reveals from this industry leader. 

However new the products, Primco’s 75-year commitment to providing premium value remains the same. “We're really taken a mid- to high-end approach this year on our launches,” Tyler says, adding that the company’s industry-leading, visually-pleasing product choices deliver the style and substance retailers expect from Primco.

Color trends may drive flooring aesthetics, but relationships build a business. “Business is about relationships,” Cam says. PRIM-CON 2022 lets folks meet the voices behind Know Where You Stand and interact with the amazing Primco team. Consider this episode your invitation to join them in their spectacular new Calgary showroom.

MENTIONED IN THIS EPISODE

International Surface Event 2022

Red Door Renovations & Design

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Know Where You Stand is produced and edited by The Creative Impostor Studios.

To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep. 

We know where we stand, so you know where you stand. 

 

Thank you to all of our listeners for 2021! Here's a sneak peek of what to expect on the show in 2022.

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Know Where You Stand is produced and edited by The Creative Impostor Studios.

To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep. 

We know where we stand, so you know where you stand. 

What a year! Pandemics aside, Cam and Tyler agree: 2021 was the perfect time to launch a podcast about flooring. While they’ve got plenty of exciting plans for the future, the duo pause to look back at their inaugural season. Grab your favorite beverage and settle in for a *spirited* fireside chat.

Cam and Tyler trade highlights and takeaways from their freshman foray behind the mic. They also take this opportunity to thank the guests, support teams, and audience for making Know Where You Stand an international success. 

“I'm a stats guy,” Cam proudly admits as he serves up a few data points between sips of gently spiked coffee. “We've got followers and listeners in nine countries. That was something that blew me away. We've got not only Canada and the USA, but India, Germany, and I think I saw Nepal!”

That range speaks not only to Cam and Tyler’s chemistry but also the show’s content. They wanted to bring something beyond product endorsements to the podcast space. KWYS has delivered from the beginning, providing a unique platform for sharing information that retailers, installers, and consumers will find helpful.   

Perhaps one KWYS episode that garnered significant response this year was “Selling Through Tough Times with Paul Reilly.” Author, trainer, and fellow podcaster Paul Reilly joined the guys to discuss value-added selling, sharing actionable steps for reframing customer interactions and closing more sales. Paul’s wisdom reminded us that challenges often lead to innovation.

Show topics have run the gamut from Primco history to current supply chain issues, but the podcast data confirms that KWYS listeners are especially keen on hearing from a broad range of industry voices.

Cam and Tyler welcomed several guests this year, a trend they’re committed to exploring in season two. First up was Primco Operations Manager Angela Baldwin, who talked about the company’s pandemic responsiveness and introduced two exciting tech tools. The guys looked beyond the company campus for their second guest, Chris Maskell, CEO of the National Floor Covering Association of Canada. Chris supplied such rich info over the span of two episodes that retailers and installers might want to have a notes app open while listening. 

In a season of superlatives––including the duo’s first appearance together as podcast guests themselves, on Distribution Talk with Jason Bader––Cam and Tyler are most proud of the bonds this show has helped them foster, both virtually and IRL. “It’s pretty awesome to be around Primco right now,” says Tyler. 

Happy Holidays!

MENTIONED IN THIS EPISODE

The Q and A Sales Podcast

Distribution Talk

NFCA

Surfaces 2022

Ronald McDonald House Canada

CAM & TYLER’S HOLIDAY MOVIE PICKS

The Grinch (2018)

Fred Claus

The Polar Express

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Know Where You Stand is produced and edited by The Creative Impostor Studios.

To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep. 

We know where we stand, so you know where you stand. 

Imagine if every sales associate approached customer engagement focused on adding more value to each interaction. Cam and Tyler may know a lot about flooring, but the have the good sense to share the mic with an expert when it comes to explaining the nuances of value-added selling.

Sales trainer, professional speaker, author, and podcaster Paul Reilly joins Cam and Tyler for an in-depth look at techniques that flooring salespeople, retailers, and distributors can employ to amplify the inherent value of their products and services. 

“Value-added selling is a philosophy to go out there and do more of that which adds value and less of that which adds little or no value.” For his wildly popular show, The Q and A Sales Podcast, Paul distills sales-related advice like value-added selling principles down to its essence, turning questions from listeners into answers with actionable components. In his latest book Selling Through Tough Times and its online companion exercises 30-Day Tough Timer Challenge, Paul takes on recessions, sales slumps, competition, and disruptions, offering salespeople guidance on everything from strengthening mental resilience to engaging in value-added conversations. 

“Value-added sellers from the very beginning need to take control of that sales conversation and guide it down a path of value and away from price,” Paul says. His targeted approach can be applied to discussions centered on direct-to-builder sales as effectively as it can retail interactions––even persuading customers to forgo the low, low prices and next-day delivery promises of Amazon or Wayfair. He reminds distributors and retail managers that “your salesperson is not just selling flooring; they're also selling the value of their company, the value of themself as the salesperson. 

Collectively, we call that the three dimensions of value.” His quick tips for enhanced value-added selling include:

• Enlarging the conversation beyond product to intangibles like unmatched service
• Transporting the buyer into a future that includes resale investment and limited flooring claims 
• Listening to the customer’s vision more than you talk

Retail owners and sales associates take note of Paul’s sound advice! There’s a real benefit to value-added selling in tough times, especially when you consider that, according to Paul, 25% of a transaction’s value comes directly from a salesperson’s influence.

Proactive, knowledgeable sellers can deliver significant value to every interaction, regardless of industry, economic environment, or competition.

CONNECT WITH PAUL REILLY

The Q and A Sales Podcast

Selling Through Tough Times

The Tough-Timer Challenge

LinkedIn

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Know Where You Stand is produced and edited by The Creative Impostor Studios.

To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep. 

We know where we stand, so you know where you stand. 

Community partnerships, targeted waste reduction, and...beekeeping? Social responsibility is more than a buzzy catch-phrase at Primco; it’s an essential component of company culture. Cam and Tyler introduce Primco’s social responsibility team and its efforts to serve communities in which the company operates.

“Social responsibility [means] giving back in the communities that we raise our families in and live in, not only me as the owner,” Cam says, “but everybody that works for Primco.” That deep commitment to social and environmental stewardship is nothing new. It extends back seven decades to Primco’s founder, Mr. Barker.

What is new is the company’s social responsibility team. The committee, formed in early 2021, is charged with transforming company values into tangible actions, creating a legacy of good works throughout Western Canada, all the places where Primco lives, breathes, eats, and does business.

From ambitious capital improvement considerations to strategic beautification projects, the committee already has an extensive list of goals on which to focus––think solar power at the corporate offices and pollinator-friendly plantings at each location.

Additionally, the committee is exploring innovative partnerships with both global and hyper-local charitable organizations. Primco’s current affiliations include well-known non-profits Ronald McDonald House and Habitat for Humanity and Calgary-based homeless advocacy The Mustard Seed. “You partner up with some people who want to do good in the marketplace,” Cam says, “and good things happen.”  

Big names and sweeping changes garner a lot of attention. Still, Tyler says the company’s less flashy green initiatives, such as reducing waste and repurposing deadstock, set ripples of goodwill in motion throughout the community. “When you see Primco as a company internally take [these] on, hopefully [businesses] notice it, and they start to think ‘what can we do differently?’” For its part, Primco is enthusiastically exploring many innovative options, including playing host to a beehive on company grounds for the honey (of course!) and the opportunity to support Canada’s natural ecosystem.

As ambitious and motivated as Primco’s social responsibility team is, Cam says that the parade only marches as fast as its leader. “If the leader is setting an example, then good people will follow them.” No worries there; Cam and the committee are in sync with each other and their communities.

MENTIONED IN THIS EPISODE

Movember

The Mustard Seed

The Lighthouse

Youth Centres Of Calgary

CDL Carpet & Floor Centre, LTD

Ronald McDonald House

Habitat for Humanity ReStore

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Know Where You Stand is produced and edited by The Creative Impostor Studios.

To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep. 

We know where we stand, so you know where you stand. 

Ready to talk about all that freight backed up in ports around the world? Or the consumer displeasure that’s stacked up right alongside it? It’s a mess. 

Cam and Tyler take on the topic with their trademark humor intact, breaking down this global phenomenon into flooring industry specifics. They also propose options to help retailers mitigate inventory shortages and restore customer confidence. 

It’s no secret that the two forces stressing supply chains are the ongoing pandemic and expedited customer expectations. The former is a once-in-a-generation anomaly; the latter, a calculated modification of consumer behavior by online shopping behemoths like Wayfair and, of course, Amazon. Couple those factors with labor market shortages, and you’ve got a recipe for global disruption. 

“I think consumers' expectations over the years have swayed to where they expect that same type of service and delivery when they go to buy flooring,” observes Cam. The pandemic kept a lot of folks at home. As a result, they invested more in their surroundings. But it also meant fewer people remained physically on the job to make or move products. You don’t need a degree in logistics to realize that this cycle would eventually lead to restocking issues.

There’s no one solution to the backlog or delivery delays, but Tyler advises retailers to concentrate on what they have right now: their stock on hand and the Primco sales tools at their disposal––like displays and NextGen platform. When consumer patience is stretched thin, quick access to meaningful inventory detail via NextGen can close a sale. He’s also keen on using this time to assess retail sales environments. “Right now is a great time to pull, to refresh, to move out the displays you don't want and put in the ones you do want.” Especially if those cards sway buyers toward easily accessible product.

Sure, stock drives sales, but salespeople build relationships that translate into repeat business. As an owner, “if you’re not involving your staff in helping make selections of colors and things like that, you may make the wrong decisions,” Cam says about the products you opt to keep on hand in the future. “If they’re involved in the process, I think they’ll own it more; they’ll move the inventory for you as well.”

MENTIONED IN THIS EPISODE

KWYS - Innovating to Thrive: In and Beyond COVID

KWYS - Leading the Pack: Next Gen Technology and Future Focus with guest Angela Baldwin

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Know Where You Stand is produced and edited by The Creative Impostor Studios.

To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep. 

We know where we stand, so you know where you stand. 

In this thrilling capper to their previous conversation, Cam and Tyler welcome Chris Maskell, CEO of the National Floor Covering Association, to discuss steps that distributors, installers, and even homeowners can follow to ensure a flooring product’s properly installed and long-lasting.

It’s no secret that flat floors are the foundation of every successful installation. What may come as a surprise is just how many installs go south from the start. “Seven out of ten floors will need some corrective work. Two of them will be a lot of money, much more than you want to spend,” Chris says.

He warns that one of those surfaces will prove so inferior that the installer must scrap the hardwood or laminate altogether in favor of carpeting. “It's not easy to flatten sub-floors. It's not a science that's written into a book.”

Consumers want what they want––without the added expense of paying for something they don’t see. Chris acknowledges that having these conversations beforehand is difficult but that a bit of discomfort upfront beats a protracted claims headache down the road. Cam agrees and he also understands why folks avoid the topic of corrective subflooring costs due to the competitive nature of the industry. That said, he’s a vocal advocate for education and transparency, even at a cost. “It goes back to just being willing to walk away from a job when it doesn't feel right.” 

According to Chris, equitably pricing subflooring on a job is a simple matter of choosing between option A and B. “One is fixed-price, and the other is cost-plus.” His caveat is worth noting: “The homeowner always wants fixed-price. I would never do fixed price.” While the difference in dollars is utmost on the consumer’s mind, that subflooring education can make a difference in swaying their point of view and locking in a customer (plus referrals!) for life.

As above, so below the old saying goes. Jobsite temperature checks and proper transitions work with a beautifully laid subfloor to create a spectacular end result. The haunting creak of hardwood or dreaded snap! crackle! pop! of laminate is better avoided with better prep and greater education.

“Your installers are the jewels in your crown if you're a dealer,” Chris says. “Respecting them and involving them in the conversation will make them much more inclined to do what you need them to do.”

 

Contact [email protected] directly to get your copy of the NFCA onsite prep checklist.

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Know Where You Stand is produced and edited by The Creative Impostor Studios.

To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep. 

We know where we stand, so you know where you stand.