Leadership Letter
September 1st, 2006

“Mining” Industry Knowledge at the 2006 Management Conference

September-October 2006

Perhaps you thought CTDA was busy last spring with Coverings and the trade mission to Turkey, but that was just a warm-up for the packed agenda at the 2006 Management Conference.

I believe the educational program in 2006 is the best CTDA has ever offered. There is more than something for everyone at this year’s Management Conference:

• How would your business benefit if you could read your customers, employees, vendors and competition better? Dan Korem, author of The Art of Profiling—Reading People Right the First Time, shares profiling insights to read fast, read accurate, and deliver results. Learn how to use profiling to: lead teams, sell, coach athletes, read people from any culture, conduct interviews, deliver presentations, negotiate, and even improve personal relationships. Audience profiling skills are tested with video clips of real people in real situations and interactive keypads.

• In World Out of Balance, Paul Laudicina, focuses on the five “drivers” which will shape tomorrow’s business environment—globalization, demographics, the new consumer, natural resources and environment, and regulation and activism. Armed with a clear understanding of these five drivers, you will be better equipped and informed to make business decisions and to prepare for unforeseen events.

• Tom Roland is the Assistant Port Director, Trade and Tactical Operations at Port Everglades. He will be discussing the Department of Homeland Security’s tile initiative and the impact of container infestations on the port and on the distributor.

• Kelly McDonald is a recognized expert on multicultural marketing and business trends who will be sharing marketing insights, strategies and tactics for cultivating diverse consumers. Her topics are always customized to the specific industry —in our case, ceramic tile. Market segmentation has replaced mass marketing and mass media. Diversity marketing is the new norm.

• Al Bates from the Profit Planning Group will once again present the annual CTDA Company Performance Report. Compiled confidentially from responses of ceramic tile distributors across the country, the report gives a clear and concise view of the financial strengths and weaknesses of the ceramic tile distribution industry.

Have you considered how CTDA’s Certified Ceramic Tile Salesperson (CCTS) program fits into your business? The launch of the CCTS program is another milestone in the association’s 27 year history of maintaining a strong industry. More important, it’s an opportunity for participants to gain prestige, professional recognition, expanded knowledge and increased customer satisfaction through documented sales competence. It’s the first and only certification program specifically designed by and for ceramic tile salespeople!

CCTS was developed by professional ceramic tile sales experts with the assistance of Southern Illinois University (SIU) and covers the necessary skill sets to meet customers growing demands. Be among the first to take the exam—and earn certification—at the 2006 Management Conference.

No conversation about the CTDA Management Conference would be complete without emphasizing the invaluable networking opportunities all attendees share at these events. This is much more than an invitation to hear a stimulating speaker or have dinner with an industry counterpart. It’s your opportunity to get to know other industry leaders, ask them how they solve the same problems you face, and “mine” the collective industry knowledge of CTDA members.

Mark your calendars now and plan to join other industry leaders November 8-12 at Marriott’s Harbor Beach Resort & Spa in Fort Lauderdale, Florida. Complete details are available at the CTDA website, www.ctdahome.org.


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