From the Editor’s Desk: The opportunity to upsell
March 1st, 2007

by Janet Arden, Editor

March-April 2007

The features in this issue of TileDealer identify a number of opportunities to upsell your customers. This means selling them a better product or additional service, something that adds value for them and differentiates the service you deliver. It also means going back to previous customers with an opportunity for cleaning and sealing or the announcement of a new product appropriate for their next project. Showroom Seminar tackles the ins and outs of grout and how it can impact not only the look of the final tile installation, but also its clean-ability for years to come. Sealing needs to be part of every installation because it enhances the look of the product you sell. Taking the time to educate your customer and then working with them to get the look they want—now and later—is a win-win for them and for you.

Installer Update walks readers through the basics of common installations, starting with the importance of an informed and complete estimate and continuing through proper preparation for specific materials, applicable standards, and the role of the latest technology. This is a great refresher on “doing things right the first time.” You are saving yourself the time and expense of callbacks. Offer something special. This issue of TileDealer begins an occasional series on special tiles. Whether they are glass, metal, leather, or clearly hand-crafted works of ceramic art, adding to your product line with some unique looks—and merchandising them in your showroom—can draw customers in (whether they purchase them or not) and distinguish your product lines from the ones down the street. Today’s consumer is looking for something new and/or different. It’s our job to offer it to them.

Which brings us to Coverings… Coverings is the stage for introducing the most innovative products related to tile and stone. This means not only tile and stone, but dozens of related items including setting, sealing and cleaning materials, tools, and accessories. Then there are the under-tile floor warming systems that have potential to add value to every sale and the display systems and related materials to help you sell more in the showroom.

Perhaps one of the greatest values to any trade show, however, is seeing the latest tiles and trends in person—what are the new colors? How large is large format getting? What’s new in the Art Tile Village? And more. There is also the opportunity for unparalleled industry networking. What are other dealers and distributors doing and why and how?

Look for TileDealer there in booth number 2802.

And an announcement!

The March/April 2006 issue of TileDealer is the recipient of a Bronze Award for Association Trade Magazines in the Association Trends All Media contest. We find this is especially rewarding since TileDealer was launched with the November/December 2003 issue. Review the award-winning issue in the archive at

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