The Flooring Business Podcast

Today, Jerry talks with Jeff Sherer of Sherer's Flooring in Alabama, a third-generation flooring guy who grew up in the family store and now runs a multi-division business spanning retail flooring, sand-and-finish, and epoxy/decorative concrete with Elite Crete Systems. Jeff gets honest about buying his dad out, the panic attack he had when Jerry first pushed him to raise his sand-and-refinish prices, and how he doubled his income without losing a single customer.

They also dig into sales psychology — handling bully customers, why new hires often outsell the pros, one-price bundling vs. itemized quotes, and a dead-simple way to rack up Google reviews. Plus Jeff shares what's working for him on YouTube and social video, and Jerry calls out the one thing keeping his business from doubling: systems and process.

https://www.elitecrete.com/

https://www.sherersflooring.com/

https://www.linkedin.com/in/jeff-sherer-569a133a/

https://www.instagram.com/sherersflooring/

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Ready to grow your Flooring Business and skyrocket your profits? Order The Flooring Business Playbook today! https://profitnowwithjerry.mykajabi.com/Flooring-Business-Playbook

Book a call with Jerry: https://profit.profitnowwithjerry.com/strategy-call

Profit Now 4 Flooring Dealers
https://www.JerryLevinson.com

Matt Runkle joins Jerry Levinson to share the journey from flooring sales rep to founder of InStride Surfaces. They discuss why strong supplier-retailer relationships matter, the biggest mistakes manufacturers make, and how InStride was built around feedback from flooring dealers. Matt also explains how the company creates exclusive product designs, why it refuses to sell direct to consumers, and how retailers can increase margins by selling unique, premium flooring instead of competing on price.

https://instridesurfaces.com/

https://www.linkedin.com/in/mattrunkle/

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Ready to grow your Flooring Business and skyrocket your profits? Order The Flooring Business Playbook today! https://profitnowwithjerry.mykajabi.com/Flooring-Business-Playbook

Book a call with Jerry: https://profit.profitnowwithjerry.com/strategy-call

Profit Now 4 Flooring Dealers
https://www.JerryLevinson.com

In this episode, Jerry sits down with flooring retailer Michael Soto to talk about the mindset shifts that helped him dramatically increase his close rate and raise his prices—all without losing business. They discuss why technical knowledge alone doesn't win customers, how simplifying your sales process leads to more sales, and why customers often choose the premium option when it's presented the right way.

They also dive into the book Go for No, exploring how embracing rejection can make you a better salesperson, plus practical strategies for overcoming "head trash," pricing with confidence, creating better presentations, and generating higher-quality leads through smarter marketing. 

Whether you're an installer looking to grow or an established retailer wanting to sell more profitably, this episode is packed with actionable takeaways.

https://sotoflooring.com/

https://www.instagram.com/sotoflooringllc/

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Ready to grow your Flooring Business and skyrocket your profits? Order The Flooring Business Playbook today! https://profitnowwithjerry.mykajabi.com/Flooring-Business-Playbook

Book a call with Jerry: https://profit.profitnowwithjerry.com/strategy-call

Profit Now 4 Flooring Dealers
https://www.JerryLevinson.com

Switching software can feel like a headache, but Chad Thomas of Projects Force explains why it doesn't have to be.

In this episode, Chad answers the most common questions flooring retailers have about changing software, including onboarding, CRM functionality, QuickBooks integration, commissions, installer management, inventory tracking, and reporting. They also discuss why many dealers wish they had switched sooner and how the right systems can help flooring businesses grow with less stress and more control.

Book a demo: https://www.projectsforce.com/contact-us

https://www.projectsforce.com/

https://www.linkedin.com/company/projectsforce/

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Ready to grow your Flooring Business and skyrocket your profits? Order The Flooring Business Playbook today! https://profitnowwithjerry.mykajabi.com/Flooring-Business-Playbook

Book a call with Jerry: https://profit.profitnowwithjerry.com/strategy-call

Profit Now 4 Flooring Dealers
https://www.JerryLevinson.com

Today, Jerry Levinson sits down with Page Nazarian to talk shop on what it looks like to specialize in hardwood while most dealers are selling carpet, LVP, laminate, and tile. They get into the real differences in selling each category—from the measuring and seams in carpet to the perceived simplicity (and hidden complexity) of hardwood flooring, especially when you’re dealing with grading, variation, finishes, and manufacturing. 

Page shares how he navigates clients choosing between “real” wood and synthetic options, how designers influence product decisions, and how factors like home style, ceiling height, and traffic play into what actually gets specified. They also dig into running a designer-driven business, landing large custom jobs, and what it takes to position yourself differently in a market where most products—and most competitors—look the same.

https://www.famehardwood.com/

https://www.instagram.com/famehardwoodfloors/

https://www.facebook.com/FameHardwood/

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Ready to grow your Flooring Business and skyrocket your profits? Order The Flooring Business Playbook today! https://profitnowwithjerry.mykajabi.com/Flooring-Business-Playbook

Book a call with Jerry: https://profit.profitnowwithjerry.com/strategy-call

Profit Now 4 Flooring Dealers
https://www.JerryLevinson.com

Jerry Levinson sits down with Chad Thomas, founder of ProjectsForce, and gets into what it actually looks like to run a modern flooring business today.

Chad shares how his time at Lowe’s led him to build a system that replaces the old paper-and-chaos approach with something way more dialed in—think quoting on the spot, tracking jobs in real time, managing inventory, and keeping customers updated without things slipping through the cracks.

They also get into improving close rates with faster follow-up, keeping margins tight, tracking your numbers, and how this all applies even if you expand beyond flooring into other trades.

You’ll also hear how Chad’s using AI behind the scenes to stay sharp and make better decisions day-to-day.

https://www.projectsforce.com/

https://www.linkedin.com/in/chad-thomas-69307120/

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Ready to grow your Flooring Business and skyrocket your profits? Order The Flooring Business Playbook today! https://profitnowwithjerry.mykajabi.com/Flooring-Business-Playbook

Book a call with Jerry: https://profit.profitnowwithjerry.com/strategy-call

Profit Now 4 Flooring Dealers
http://www.JerryLevinson.com

Chris Freist and Matthew Buckley from Floorzap join the show to talk about how their platform is helping flooring retailers simplify their marketing and connect with more customers online. They share the story behind Floorzap, why they set out to challenge the traditional marketing companies in the industry, and how their system is designed to be easier to use while delivering stronger results. The conversation also covers new improvements to the platform, what flooring businesses should be focusing on right now, and how the right tools can make it easier to grow without overcomplicating your marketing. 

Learn more at https://www.floorzap.com/

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Ready to grow your Flooring Business and skyrocket your profits? Order The Flooring Business Playbook today! https://profitnowwithjerry.mykajabi.com/Flooring-Business-Playbook

Book a call with Jerry: https://profit.profitnowwithjerry.com/strategy-call

Profit Now 4 Flooring Dealers
http://www.JerryLevinson.com

In this episode, Jerry sits down with branding expert Dan to explore why most flooring companies struggle to stand out in crowded markets. They discuss the concept of becoming “5 Mile Famous,” where your brand is instantly recognizable in your local community and attracts the right customers before they even begin shopping. Dan explains how strong branding, clear messaging, and consistent visuals help businesses stop blending in and start marketing to the right people—the customers who value quality and are ready to buy. The conversation also covers common branding mistakes, why many logos and websites fail to convert, and how a clear brand identity can lower marketing costs while increasing trust and sales.

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Connect with Dan 

https://www.kickcharge.com/our-team/dan-antonelli

https://www.instagram.com/kickchargecreative

https://www.instagram.com/danantonelli_kickcharge

Dan's Book: Branded Not Blanded: KickCharge™ Your Home Service Brand

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Ready to grow your Flooring Business and skyrocket your profits? Order The Flooring Business Playbook today! https://profitnowwithjerry.mykajabi.com/Flooring-Business-Playbook

Book a call with Jerry: https://profit.profitnowwithjerry.com/strategy-call

Profit Now 4 Flooring Dealers
http://www.JerryLevinson.com

What is your flooring business really worth—and how do you position it to sell for maximum value?

In this episode, Jerry sits down with Chase Busenbark of First Choice Business Brokers to break down the realities of buying and selling a flooring business. From EBITDA multiples and add-backs to asset vs. stock sales, seller financing, and SBA loans, Chase explains what drives valuation—and what quietly kills deals.

They discuss:

• Why you should run your business like you’re selling it tomorrow
• The difference between selling a job vs. selling a business
• How banks evaluate deals (and why overpriced businesses don’t get financed)
• Common mistakes flooring dealers make before going to market
• What buyers should look for in financials and cash flow
• How lease rates, owner involvement, and clean books impact value

Whether you’re planning to exit in five years or actively looking to buy, this episode gives you a practical roadmap to navigate the process with clarity and confidence.

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Connect with Chase 

https://southeastmo.fcbb.com/about-us

https://www.linkedin.com/in/chase-busenbark-897722132/

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Ready to grow your Flooring Business and skyrocket your profits? Order The Flooring Business Playbook today! https://profitnowwithjerry.mykajabi.com/Flooring-Business-Playbook

Book a call with Jerry: https://profit.profitnowwithjerry.com/strategy-call

Profit Now 4 Flooring Dealers
http://www.JerryLevinson.com

Jason Kimmel joins The Flooring Business Podcast to share why he left the corporate world to launch FloorXchange—a wholesale-style model built to help installers sell material, boost margins, and win more business.

What we cover

• Why “freedom” beats corporate promises (and micromanagement)
• How FloorXchange works: membership tiers, wholesale pricing, delivery, and support
• Helping installers get leads: Google profile setup, reviews, and simple marketing fixes
• Why most flooring businesses sell wrong: stop itemizing quotes and start selling outcomes
• The real profit opportunity for installers: materials + systems, not race-to-the-bottom pricing
• Shop-at-home vs. showrooms, and how Jason’s trailer/lead-routing idea fits

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Connect with Jason
https://www.instagram.com/thejasonkimmel/
https://www.instagram.com/thefloorxchange/
https://www.linkedin.com/in/jason-kimmel/

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Ready to grow your Flooring Business and skyrocket your profits? Order The Flooring Business Playbook today! https://profitnowwithjerry.mykajabi.com/Flooring-Business-Playbook

Book a call with Jerry: https://profit.profitnowwithjerry.com/strategy-call

Profit Now 4 Flooring Dealers
http://www.JerryLevinson.com