Tom Jennings, vice president of development, World Floor Covering Association (WFCA), talks about the importance of service as a principal differentiator among independent retailers and installation being a prime element of that service. He notes that the installation knowledge level of many independent retail salespeople is lacking, calling the installation process of the business essentially being its DNA. Jennings talks about the reasons why salespeople should be well educated in the processes of installation of all products they sell.