Below The Surface: Installation with Chris Maskell, CEO National Floor Covering Association

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 [e-mail] 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.

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