Paint & Decorating Retailer September 2021

Hidden Talents

How Sharpening Soft Skills Can Boost Customer Service

Page 22

How One Retailer

Captured a High-End Base

Page 30

Counting on Caulk to Connect With Customers

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1025 E. 54th St. Indianapolis, Indiana 317-275-9400 NHPA@YourNHPA.org YourNHPA.org

EDITORIAL, DESIGN & PRODUCTION

Melanie Moul Managing Editor mmoul@YourNHPA.org

Todd Taber Trends Editor ttaber@YourNHPA.org

Hans Cummings Products & Digital Editor hcummings@YourNHPA.org

Lindsey Thompson Associate Editor lthompson@YourNHPA.org

Aubrey Smith Senior Designer

Autumn Ricketts Graphic Designer

Austin Vance Production Manager

Freda Creech Sales & Production Assistant

Kevin Trehan Digital Media Specialist Kate Klein Issue Contributor

MARKETING & COMMUNICATIONS

Whitney Daulton Executive Director, Marketing & Communications

Julie Leinwand Corporate Communications Manager & Editor

NHPA MEMBER SERVICES

800-772-4424 | nhpa@YourNHPA.org

LeAnn Day lday@YourNHPA.org Executive Director, Paint & Decorating Programs

Scott Wright swright@YourNHPA.org Executive Director, Advanced Retail Education Programs

Katie McHone-Jones kmchone-jones@YourNHPA.org Director of Member Services & Events

Jesse Carleton jcarleton@YourNHPA.org Training Manager & Editor

Renee Changnon rchangnon@YourNHPA.org

Retail Engagement Specialist

Natalie Harris Data & Information Coordinator

ADVERTISING

Dan Simon Magazine Sales 800-737-0107 | dsimon@YourNHPA.org

COMING IN OCTOBER

Contactless Commerce

The past year has proved that contactless commerce isn’t a passing trend, but a true differentiator independent home improvement retailers can harness to distinguish their operations. Next month, dive into the ways you can establish permanent contactless commerce solutions for your business to increase sales. Plus, see how investing in e-commerce helped one retailer gain new revenue streams and grow closer to existing and new customers.

Join Us for a Contactless Commerce Webinar

Wednesday, September 15 Register at YourNHPA.org/webinars

PAINT & DECORATING RETAILER

(ISSN 1096-6927): Published monthly except December by the North American Hardware and Paint Association, 1025 E. 54th St., Indianapolis, IN 46204. Phone: 800-737-0107. Subscription rates: January through November issues, $50 in U.S., payable in advance. Canada $75 per year. All other countries $100 per year. Single copy $7, except July issue, $25. Periodicals postage paid at Indianapolis, Indiana, and additional mailing offices. Postmaster: Send address changes to Paint & Decorating Retailer, P.O. Box 16709, St. Louis, MO 63105-1209. Returns (Canada): Return undeliverable magazines to P.O. Box 2600, Mississauga, Ontario L4T 0A8. PM# 41450540. Copyright © North American Hardware and Paint Association, 2021.

OUR MISSION

The North American Hardware and Paint Association (NHPA) helps independent home improvement and paint and decorating retailers, regardless of affiliations, become better and more profitable retailers.

NHPA EXECUTIVE STAFF

Bob Cutter

President & CEO

Dan Tratensek

Chief Operating Officer & Publisher

David Gowan

Chief Financial Officer & Executive Vice President, Business Services

NHPA BOARD OF DIRECTORS

CHAIRMAN OF THE BOARD

Daniel Harris, Palos Ace Hardware, Palos Heights, Illinois; Lemont Ace Hardware, Lemont, Illinois

EXECUTIVE VICE CHAIRMAN

Jared Smith, Jared’s Ace Hardware, Bishopville, South Carolina

DIRECTORS

Craig Bond, Tommy’s Paint Pot, Eugene, Oregon

David Dishke, Grand River Home Hardware, Caledonia, Ontario

Scott Jerousek, Farm and Home Hardware, Wellington, Ohio

Ryan Ringer, Gold Beach Lumber Yard Inc., Gold Beach, Oregon

Jackie Sacks, Round Top Mercantile Co., Round Top, Texas

SECRETARY-TREASURER

Bob Cutter, NHPA President & CEO

NHPA CANADA

NHPA CANADA

Michael McLarney, +1 416-489-3396, mike@hardlines.ca 330 Bay Street, Suite 1400 Toronto, ON, Canada M5H 2S8

CIRCULATION, SUBSCRIPTION & LIST RENTAL INQUIRIES

CIRCULATION DIRECTOR

Richard Jarrett, 314-432-7511, Fax: 314-432-7665

NEWS, PRODUCTS & TRENDS

Get the Latest Updates

Access the following resources plus the latest industry news and exclusive content at PDRmag.com/september

Find

More Online

OPERATIONS

Putting Customers First

Promotions and soft skills help employees make the most of their interactions and improve customer service.

Showing Love For Local

Expanding beyond just one day, Small Business Saturday has turned into a yearlong event that promotes local businesses. Learn how you can use the event to promote your business and bring customers through the door.

Skills That Cross the Digital Divide

Your employees likely spend a majority of their time working face-to-face with customers, but in our digital world, they may find themselves interacting online as well. Information technology professional Chrystal Taylor shares three soft skills your employees need to develop in order to work and connect in a digital setting and how those same skills can translate into real-life situations.

CATEGORY

Decorating for Today

Turn to Page 42 for new research from Houzz on the latest home design trends . Also, head online to explore more data on the latest home design elements resonating with customers.

VIDEO

Tour New Potential

Vassar Building Center president Mike MacKay leads you on a tour of his new location, the first Do it Best prototype store. See how it’s connecting with his community now.

DATA

Let There Be Luxury

Get the data that shows customers are searching for “gold accent mirror” and “champagne color” in excess of 7x more often than last year.

How to Reach LeAnn

LeAnn Day lday@YourNHPA.org

Tell Us: How’s Business?

For most of my career, I have had the privilege of serving independent retailers in various industries. Over the years, I have seen firsthand the resilience and the community spirit that exist in independent business circles. It’s an honor to represent an organization like the North American Hardware and Paint Association (NHPA) in this channel. In my role, I am tasked with reaching out to paint and decorating retailers to identify challenges and opportunities and show how NHPA can help.

One year ago this month, the organization expanded its membership to include paint and decorating retailers in its mission: to help all independent home improvement retailers become better and more profitable operators.

Pandemic notwithstanding, making those connections to learn more about your strengths and trials is a significant task and an even greater responsibility. I am grateful for the opportunity to learn about your businesses, to celebrate your triumphs and to offer solutions for your challenges.

As we reach the end of the first year of the newly expanded NHPA, and as we return to live events and store visits where we can have focused conversations about your needs, we want to hear from you.

As we return to live events and store visits where we can have focused conversations about your needs, we want to hear from you.

We recently launched a survey to help us facilitate these conversations. The comprehensive survey will give us additional insight into the paint and decorating channel and will directly inform the decisions we make about NHPA programs, events and services in the future. Additionally, understanding your challenges and opportunities will help us determine topics for future issues of Paint & Decorating Retailer magazine.

You can visit YourNHPA.org/paint-survey or reach out to me via email and I can send you a link. If you have any questions about the survey or the information we’re collecting, please don’t hesitate to contact me. I am happy to share that we recognize how valuable your time is, and if we didn’t think having this information would lead to benefits to you, we wouldn’t ask for it. Creating programs, services and resources that are tailored specifically to the paint and decorating channel is our only aim, and the information we’re collecting is the key to those initiatives.

Also, please know that the data we get from this survey remains completely anonymous unless you choose otherwise. At the end of the survey, there is an opportunity to enter your contact information for a chance to win a gift card for your time.

As you are heading into business planning for 2022, I encourage you to keep NHPA as a key resource, and participating in this survey ensures the resources we provide are of the utmost value to you, your team and your operation.

LeAnn

LeAnn Day Executive Director NHPA Paint & Decorating Programs

Share Your Stories

Send your merchandising tips, event recaps, employee morale boosters and other stories to editorial@YourNHPA.org

Targeted Marketing

Gift Card Program Leads to New Customers

Wallauer Paint Hardware Design in New York has started a new initiative to support local real estate agents and court homeowners as new customers.

Employees at the 15 Wallauer stores create gift boxes, each containing a gift card to Wallauer Paint or its affiliated Ace Hardware stores and a coupon good for a free consultation with a Wallauer interior designer.

The gift boxes can be customized with a real estate agent’s name on the box and personalized letters from the agent to homebuyers.

Before starting the gift box program, the Wallauer team asked real estate agents what they thought of the idea.

“They all seemed really positive about it,” says Kimberly Scappaticci, who oversees marketing for Wallauer.

The boxes provide real estate agents with a convenient substitute for making or buying a gift basket they would

traditionally provide homebuyers at closing. Local real estate agents can order and customize the boxes, which Wallauer Paint employees fill and package.

The service makes it easy for real estate agents to provide a gift and it allows Wallauer to promote itself to homebuyers—a demographic highly likely to need paint and other products the paint and hardware stores sell.

Because Wallauer sponsors the local real estate association, it has the option to provide two seminars per year to the association’s members. During the seminars, Wallauer representatives promote the paint company’s products and services.

The real estate association also publishes a member newsletter in which Wallauer Paint promotes its gift boxes to agents. The gift boxes are an effort by Wallauer Paint to leverage its connections with local real estate agents, promote itself to homeowners and gain new customers.

Connect With Buyers and Sellers

Visit YourNHPA.org/marketplace to view or submit listings to the NHPA Retail Marketplace.

Listed For Sale

NHPA Successfully Connects Buyers and Sellers

The NHPA retail marketplace, a service launched last month by the North American Hardware and Paint Association (NHPA), connects buyers and sellers of independent home improvement businesses.

The Retail Marketplace streamlines and formalizes the process for connecting buyers and sellers—something NHPA has done on an unofficial basis in the past as the association frequently receives inquiries from retailers. NHPA recently worked to connect buyer W.E. Aubuchon Co. Inc. with the seller of Village Hardware in Alexandria, Virginia.

Will Aubuchon, president and CEO of W.E. Aubuchon Co. Inc., says his company is always looking to add to their stores, and NHPA helped connect him with Larry Gray, the now former owner of Village Hardware.

“The program was in beta mode when we did this,” Aubuchon says. “But I will unequivocally say it worked great. For over 40 years, Larry and his family successfully built a reputation of excellent customer service and community support. We are proud to carry on that tradition with Village Hardware, which is now part of the Aubuchon family of stores.”

Aubuchon says his company has completed more than 50 acquisitions, and while they are comfortable with the buying process, that’s not the case for everyone.

“For the seller in particular, this is their whole life and their baby,” Aubuchon says. “So it’s a big deal and a big transaction. We’re all used to selling hardware, but not buying and selling businesses. It’s a whole different world.”

It can take more than a year of conversations before a sale is completed, and the process can be rigorous, according to Aubuchon. This is one reason why he sees value in the NHPA Retail Marketplace.

“It makes sense for NHPA to provide this sort of middle ground, and I’m excited to see where this goes,” he says. “I will check it every day.”

Aubuchon says he hopes the Marketplace will bring together a sometimes fragmented independent community and offer a solution for sellers who are looking to retire and who maybe don’t have a succession plan in place.

“People aren’t getting any younger. The last thing we want as an independent is these stores closing,” he says. “That’s not good for the industry. We want to make it so these independent stores have a future.”

Check Your Email

Confirm your email preferences by visiting YourNHPA.org/subscribe

Shop Our Store

Stock up on merch for your employees and store at YourNHPA.org/shop

The NHPA Online store has now expanded to include paint and home improvement-themed customizable merchandise, such as adult T-shirts and hats—and even toddler and baby shirts and onesies. Outfit your team or stock your shelves with these fun designs that are tailored toward industry professionals, DIYers and the youngest members of their families.

Explore the Academy for Retail Development

Visit YourNHPA.org/academy for more information on NHPA’s educational offerings.

Get Your Guide to Onboarding

This NHPA training is available to Premier Members. Visit YourNHPA.org/membership to learn more.

If you’re wondering how to reduce turnover among your staff or how to increase the performance of your employees, review your onboarding process. How well a new hire understands your company culture and what is expected of them will have a big impact on how long they stay with you. The training you give them will lay the foundation for the rest of their career with you.

NHPA’s Onboarding Handbook guides you in creating an onboarding process that works for you. The handbook comes as a downloadable PDF that covers topics such as why onboarding is important, best practices, examples from other retailers and a checklist of items to incorporate into a new hire’s first weeks on the job. It can be used by owners and managers who need a formal onboarding program or those who are looking to refresh the one they already have.

New hires can also take NHPA’s Joining a Retail Team course. This online course helps new employees understand the responsibilities of working in a retail environment. It covers the importance of teamwork, customer service and why independent retailers are an important part of the community. It’s designed for new hires in the first few days of their retail job.

Both the Onboarding Handbook and Joining a Retail Team course are available to NHPA Premier Members.

Empowering Managers With Online Training

The deadline to apply for the Leading Your Team course is Oct. 8. Visit YourNHPA.org/fol to enroll or learn more about the Foundations of Leadership program.

Develop and encourage leaders in your organization with NHPA’s home improvement industry-specific training courses for managers. The deadline to enroll in the Leading Your Team course, part of NHPA’s Foundations of Leadership program, is Oct. 8. This nine-week online course benefits both seasoned and developing leaders, boosting their skills, knowledge and confidence.

As part of the course, managers will complete a real-world capstone project for their business where they will apply the knowledge and skills they have learned toward solving a problem or capitalizing on a missed opportunity in the business.

To learn more about the Foundations of Leadership courses, contact Scott Wright, NHPA executive director of advanced retail education programs, at swright@YourNHPA.org or 317-441-4136.

APPLY TODAY

The deadline to apply for the Leading Your Team course is Oct. 8.

PRODUCT NEWS

OUTREACH

Retailer Recommendations

Send an email to editorial@YourNHPA.org telling us about the products your customers love and why they are such a hit in your business.

FIXED ROLLER FRAME

PURDY | purdy.com or 800-547-0780

Purdy’s Revolution 18-Inch Professional Fixed Roller Frame is designed for covering large, open spaces. It features a robust, one-piece metal design, sliding adjustable ends, nonremovable wingnuts and is compatible with Purdy Powerlock Extension poles and all 18-inch roller covers.

3M Premium Edge Detail Drywall San feature an angled edge for precise sanding a edges and corners. They use premium mineral gr for effective hand sanding and will not discolor the surface being sanded. They’re suitable for wet or dry sanding and available in a range of grits.

EDGE DETAIL DRYWALL SANDING SPONGE

Sanding Sponges along grits

PPG | ppgpaints.com or 800-441-9695

INTERIOR AND EXTERIOR ENAMEL PAINT

PPG’s Break-Through is an interior and exterior trim, door and cabinetry enamel paint that dries to the touch in 15-20 minutes. It is recoatable in 1 hour and dries to a hard, durable finish suitable for high-touch surfaces. It is dirt resistant, stain resistant and resistant to hand oils. Break-Through is self-priming on difficult substrates like architectural plastic, glass, ceramic tile and laminate.

GEO ABSTRACT WALLPAPER

WALLSAUCE | wallsauce.com or info@wallsauce.com

New wallpapers feature exclusive designs by geo abstract artist Sally Franks. They are available on a choice of three backings, including classic and premium paste-the-wall and peel-and-stick material. Each mural is supplied pre-cut in evenwidth panels, making installation simple.

Be In the Know

Visig YourNHPA.org/subscribe to be sure you’re on the list for the Paint & Decorating Retailer News & Product Trends newsletter.

DRYWALL REPAIR PATCH

DAP INC. | eclipsepatch.com or 800-543-3840

DAP’s Eclipse™ Rapid Wall Repair Patch is permanent, long-lasting and ready to paint and finish immediately after application. It won’t peel or lose adhesion over time and is ideal for repairing damage on drywall, walls and ceilings. It is available in packages of 2-inch, 4-inch, 6-inch and assorted sizes.

STAINS & FINISHES MASTERED

HARDWOOD FLOOR POLISH

BONA | bona.com or 800-872-5515

Bona® Hardwood Floor Polish has been reformulated to include an antimicrobial additive to inhibit the growth of bacteria, mold and mildew. The polish extends the life of a floor by providing a protective layer that renews floors by filling in micro-scratches and scuffs, shielding against future wear and traffic and adds a durable shine.

CONTEMPORARY-STYLE CABINET PULLS

ASHLEY NORTON | ashleynorton.com or 800-393-1098

The natural shapes of the ocean-inspired Urban Suite Wave Pulls are available in three sizes and designed for comfort and ergonomics. They’re available in satin brass, flat black, polished chrome and satin nickel finishes.

OPERATIONS

CLOSING THE GAP

WHY SOFT SKILLS ARE CRUCIAL TO YOUR TEAM’S SUCCESS

By Lindsey Thompson

From a young age, most of us are taught to be polite, work together with others and use our words to solve problems. These attributes, called soft skills, are important for our everyday human experience, and they’re also essential in any workplace setting. However, recent studies have found that employers believe their employees lack these critical skills, and the deficiencies are having a negative impact on their businesses.

Soft Skills Insights

Wiley Education Services and Future Workplace surveyed 600 human resources leaders in 2019 and found that 64 percent of the respondents believe there is a gap in soft skills in their company and 42 percent believe that gap is making their companies less efficient.

On the following pages, discover best practices for improving soft skills in your business and making them a key part of your company’s culture.

Hear researcher Bruce Tulgan’s step-by-step method for developing soft skills on the “Editorially Speaking” podcast. Listen at YourNHPA.org/es-pod

Communicating with customers is just one soft skill The Paint Bucket employee Bobby Zakes utilizes on a daily basis.

Behind the Screen

Soft skills are important even when you’re not face-to-face. See how employees use soft skills digitally at PDRmag.com/digital-soft-skills.

Defining Soft Skills

When reading applications or interviewing employees, you can clearly see if someone has hard skills, such as experience in a trade, proficiency in software programs or bilingualism. Soft skills are harder to pick out.

According to job posting platform Indeed, soft skills are “abilities that relate to how you work and interact with people.” Common soft skills in the workplace include written and verbal communication, teamwork, leadership, critical thinking and empathy. Other less common but still important soft skills are project management, business acumen and handling complexity. But what do these skills look like in a retail setting?

Written and verbal communication are straightforward; they are how your employees interact and communicate with customers and each other. Teamwork and leadership are also easy to spot among your staff. Some employees are naturally more adept at showing initiative with projects, leading a team and working well with everyone.

When a retail employee can design a creative merchandising display, deal with customers or think outside the box when work issues come up, that’s an example of critical thinking in action, says Susan Zhu, senior researcher with the Society for Human Resource Management (SHRM).

Retail employees are often given explicit directions about what to do in a retail situation, but if the situation is not straightforward, the employee may have

difficulty taking charge and solving problems. Those employees who can handle outside-the-box situations are showing they can handle complexity.

“It's fine when things are going well, but when there are unplanned situations or emergencies, an employee who is unable to deal with complexity and ambiguity will not know how to act in those situations effectively,” Zhu says.

Maybe you haven’t been formally calling these attributes soft skills, but you do know these qualities are important in your employees. And if you’ve found a lack of these skills in new job candidates or your own employees, you’re not alone.

Examining the Gap

In the 2019 Global Skills Shortage Report published by SHRM, 75 percent of employers from around the U.S. who were surveyed believe there is a shortage of hard and soft skills in job candidates.

The survey asked respondents to name what specific soft skills they feel are missing in employees, and SHRM organized those skills into three categories: problem-solving, critical thinking, innovation and creativity; ability to deal with complexity and ambiguity; and communication.

While it’s reasonable to expect employees to be prepared for their role, a gap in soft skills may not always be their fault.

Teaching Soft Skills

Discover different soft skill training scenarios you can run with your employees at YourNHPA.org/soft-skills.

Zhu recommends considering the work context when looking at any potential soft skills gap.

“Some workplaces may say, ‘My new hires are not solving problems or coming up with creative solutions.’ But it's possible that those workplaces didn't create a culture or environment for people to feel comfortable voicing new ideas,” Zhu says. “I think that's an important issue to consider as we talk about the skills gap in general. It is up to companies to provide the necessary training and development for their employees.”

Fortunately, there are steps business owners can take to improve soft skills among their employees and create a culture that encourages learning and using these skills.

The Importance of Soft Skills

As a former general manager of seven hardware stores and current retail consultant for the North American Hardware and Paint Association (NHPA), Kim Peffley knows firsthand how important soft skills are for retailers.

“There is so much time and energy spent teaching hard skills, but there is a whole other side of skills that people need to have to not only do well in life, but to thrive in a retail work setting,” Peffley says. “Retail employees need to know how to communicate with customers and each other, solve problems and use time management to complete their work tasks.”

With four locations in the central mountains of Colorado, The Paint Bucket serves its customers with superb customer service, which keeps customers coming back again and again. Mike Tibbetts, manager and purchaser, attributes his employees' soft skills as one of the main reasons the stores are popular with customers.

“Soft skills are huge for us. They are imperative to any business and something you need in today’s world to make your store run smoothly and be successful,” Tibbetts says. “For us, we find soft skills are crucial for interacting with customers, building relationships with them and serving their needs at a high level.”

Each of the four stores has very different customer demographics, but employees are trained to treat each customer the same—with friendliness, helpfulness and respect.

“People just want to be treated well, no matter who you are, so our employees interact with our customers and each other with respect and kindness,” Tibbetts says. “We are successful because of our relationships.”

“Soft skills are huge for us. They are imperative to any business and something you need in today’s world to make your store run smoothly and be successful.”

—Mike Tibbetts, The Paint Bucket

Leadership Lessons

Discover how past Young Retailer of the Year honorees have inspired leadership at PDRmag.com/leadership-lessons.

Bridging the Skills Gap Effective Remedies for

Building Soft Skills

When interviewing a job candidate, the No. 1 soft skill Tibbetts looks for is communication. He believes that having good communication skills feeds into developing skills in teamwork and problem-solving, which are other soft skills he desires in his employees.

“When you communicate well with others, you can work better with them to solve problems and serve your customers. I’ve been fortunate to have been able to work with a team that loves working together,” Tibbetts says. “We feed off each other and have gotten to the point where we know what the other person needs, sometimes without them even asking for it.”

2

Source: Society for Human Resource Management Subject Matter Experts

Spotting work ethic and teamwork on a resume can be hard, says Tibbetts, and even during an interview, you can get the gist of someone’s soft skills, but you still don’t get a clear picture until you’re working with them. That’s why Tibbetts focuses on soft skills during a new employee’s training process.

Through the training process, as he’s teaching employees to mix paint and run the point-of-sale system, Tibbetts is emphasizing soft skills, showing how they apply to different parts of the job.

“During training, I factor in the soft skills more than the hard skills,” Tibbetts says. “We emphasize with our employees to work hard, work together and put customers first to make sure the customer is happy.”

Tibbetts also tries to lead by example, treating his employees how he expects them to treat one another and setting the tone for working together as a team.

“Everyone who works here knows that my employees are more important to me as people than as employees,” Tibbetts says. “It’s similar to raising my kids; I just try to lead by example, have fun and do a good job.”

He’s grateful for those who set a good example in his own life, so that he can be that example to his own employees.

“My grandfather taught me to be a nice, good person and to work hard, and the first manager I worked for instilled in me to put in the time and effort at work and do whatever you can to make the customer happy,” Tibbetts says.

Peffley says it is up to managers, team leaders and owners to hold their employees accountable, give consistent and constructive feedback and teach conflict resolution.

Customer Courtesy

Learn five customer service tips to boost sales and keep customers happy at PDRmag.com/customer-service.

“A lot of people are uncomfortable giving others negative feedback and so they avoid the situation,” she says. “As a leader, it’s the manager or owner’s responsibility to provide concrete feedback, both positive and negative, on a regular basis to help their employees grow. It also sets a good example on how to handle conflict and work together as a team.”

Managers and other leaders face several obstacles when it comes to teaching soft skills. Tibbetts believes that technology has had a negative impact on some soft skills, namely communication, and COVID-19 has also played a role.

“Being shut down for COVID-19 has sent a lot of soft skills backward because we’re not interacting with each other, which is at the core of using these strengths,” Tibbetts says. “Technology like text messaging and social media has made communication skills harder, too.”

Peffley echoes his sentiments, pointing out that during the pandemic, some retailers realized that not as many of their employees had the problem-solving and resilience skills needed to weather the challenges of COVID-19.

“No matter what type of team you manage, as leaders, we all need to do a better job to ensure our teams know how to solve problems,” Peffley says. “You can’t rely on one or two employees who are good at finding solutions to problems. Everyone on the team needs to be able to solve problems and be resilient and adaptable to change.”

Despite these hurdles, a little time and effort can go a long way to improving and developing your employees’ soft skills. If you’re not sure where to start, focus on the basics.

Tibbetts says that every little success contributes to the overall goal. Just recently, he had a new, young employee who had little experience talking on a phone, but after a short training session, he was able to answer the phone and communicate appropriately.

“He was nervous taking a call that first time, but now he does a great job answering with his name and the store name,” Tibbetts says. “He even engages the customer, asking them how they are and starting a conversation with them to help solidify a relationship with that customer.”

Dave Rosenberg Introducing

Insights From an NHPA All-Industry Conference Keynote Speaker

The NHPA All-Industry Conference is live in Las Vegas Oct. 21-23 at the newly renovated Las Vegas Convention Center. The conference is co-located with the National Hardware Show, and it serves as a key opportunity for educational presentations, industry-specific panel discussions and opportunities to learn how to improve your business at the show.

The first keynote speaker is former fighter pilot and tactical leadership expert Dave Rosenberg. In the 25 years since leaving the Navy, Dave has owned and operated multiple companies before

KEYNOTE

starting his consulting firm, Locked On Leadership, which specializes in developing self-directed, high-performance teams. He says his biggest challenge as a naval officer didn’t come in the cockpit of his F-14, but rather as a leader of people. It was under the pressures of combat where he grasped how the right words at the right time can inspire and motivate people. Learn more about Dave here and attend his keynote, “The Secret to Self-Directed Teams,” on Thursday, Oct. 21 at 10 a.m. at the NHPA All-Industry Conference. Visit YourNHPA.org/conference to learn more and register for the show.

The Secret to Self-Directed Teams

Presenter: Dave Rosenberg, Founder, Locked On Leadership

You’re dealing with a complex employment market. Most of your people are only going through the paces without helping you improve. Meanwhile, you can’t seem to attract the talent you need or hold on to the talent you have, limiting your ability to grow and thrive. The good news is that it’s not you or them. In this session, you will discover the secret that will enable you to transform your team into the team everyone wants to join: A team of self-starters who work well without close supervision, resolve issues before they become problems and consistently crush company goals.

NHPA ALL-INDUSTRY CONFERENCE

See the Schedule

Favorites like the NHPA Top Guns Awards will take place along with panels about supply chain challenges and retail solutions. See the NHPA All-Industry Conference lineup at YourNHPA.org/conference

What have you missed most about live events that you’re looking forward to experiencing again at the NHPA All-Industry Conference and National Hardware Show?

The energy, the people, everything about being in-person. I love connecting with new people and discovering all we have in common. I’m constantly amazed by how we can grow up thousands of miles apart, in different ages and from different cultures, and yet we can always find things we have in common. Shows like this one allow us to create new relationships that always enrich our lives and frequently help our businesses.

What’s one thing retailers will take away from your presentation that can change the way they see their business?

I don’t know if there is one thing. The Greek philosopher Heraclitus said, “No man steps in the same river twice, for the man is not the same, nor is the river.” People who have heard the same presentation more than once tell me there was something new in it, even though the content was the same. The difference is them; they were in a different place in their journey, so they keyed in on something new the second time.

Having said that, there are two things that people frequently comment on. How to hire the right people is high on the list, and the other area I get a great deal of feedback on is how to hold people accountable.

What’s a misconception you often hear about leadership or personal development?

I think the No. 1 misconception is that leaders are born and not made. Leadership is a skill, and just like any other, it can be learned. There are some people who need to work harder at developing their leadership skills than others. Mike Piazza, the former catcher for the L.A. Dodgers, was a mediocre baseball player when he was drafted by the Dodgers. Tommy Lasorda, the Dodgers’ coach, drafted him as a favor to Piazza’s father, Lasorda’s close friend. Piazza put in the work and went on to appear in 12 All-Star games and had an amazing career.

What qualities does a leader need to succeed?

There are three essential qualities that every leader must have: integrity, courage and caring. It’s impossible to lead without them.

“The No. 1 misconception is that leaders are born and not made. Leadership is a skill, and just like any other, it can be learned.”

—Dave Rosenberg Founder, Locked On Leadership

Integrity is the critical quality, and integrity can’t exist without courage. Simply because our integrity will be constantly tested and it takes courage to maintain it. The question then becomes, where do we find the courage to maintain our integrity. That’s where caring comes in. In the words of Lau Tzu, founder of Taoism, “Being cared about by others gives us strength. Caring deeply about others gives us courage.” Therefore, when we care enough about our team, our customers and our vendors then we can find the courage to maintain our integrity.

What one item would you need to have with you on a deserted island?

I almost said none. I’m not a collector of material things. Then, I realized I do need something: a good book. So I would need an e-book that has a built-in solar rechargeable battery with at least 1,000 titles in it.

What’s a home improvement tip that you had to learn the hard way?

Wow, so many. For me, the most important one is to not set a deadline for completion. I’m very goal driven, and I’ll do what it takes to make a self-imposed deadline. Sometimes this causes me to rush things. Of course, this means I don’t always “measure twice.” So now, unless there is an external deadline, I just make sure I make constant progress, but I take the time to do it right, once. I’m always happier with the results.

RETAILER PROFILE

Debsan’s Distinctions

MASSACHUSETTS STORE RELIES ON MORE THAN PAINT

By Kate Klein

Ben Greenberg’s creativity and experimentation have helped him grow his paint store over the years, building its reputation with a paint sample rental program and special-order home fashions.

The store, Debsan The Decorating Store in Natick, Massachusetts, is located about 15 miles southwest of Boston and draws in shoppers from the wealthy communities nearby.

Ben has positioned the store as a high-end destination for custom home aesthetics and he mostly relies on word-of-mouth advertising. He isn’t surprised when new customers come in daily to buy paint or take home color samples.

When new shoppers show up looking for paint, they often discover that Debsan can also provide the carpeting, fabric and window blinds they need for their home projects.

“We get people in the front door with the paint department,” Ben says.

Professional contractors also refer homeowner customers to Debsan because the store staff helps clients think through and select paint colors, saving the contractors time and effort.

“Contractors love our system because it relieves them of the time talking about colors and making up samples,” Ben says.

Customers stay for more than paint when they learn they can special order flooring, wallcoverings and fabric. Debsan designers are available to walk them through the whole store and discuss their home projects.

Once customers have decided on paint colors and any custom orders, the Debsan staff connects them with subcontractors who do work such as upholstering, wallpapering and laying vinyl floors. A window blind and drapery installer works full time on Debsan’s staff, so Debsan can provide installation of window coverings in-house.

OPTIONS TO ORDER

The Decorating Store keeps paint in stock but sells carpeting, custom drapes, window blinds and fabrics via special order.

In-Store Advertising

Learn five marketing best practices to encourage sales once customers are in your store at PDRmag.com/in-store-marketing.

GOODS AND SERVICES

A Business Begins

Ben’s parents, Betty and Joe Greenberg, started the original Debsan location in 1947 in the basement of a furniture warehouse in Natick. The store occupied about 1,000 square feet but only stayed small for about 20 years.

In 1967, the owner of a Main Street furniture store was closing his business and offered to sell his facility to the Greenbergs.

“My father had no money. He bought it on a handshake,” Ben says.

The original Debsan basement location was significantly smaller than the furniture store, so when Joe agreed to buy the building, he was acquiring a space that was far too large for his business’s needs.

“All of a sudden, he had to figure out what to do with a store that was four times as big as the original location,” Ben says.

Ben graduated from high school that same year and set to work helping his dad fill up the extra space with new products. He experimented with adding carpeting to the inventory and keeping wallpaper and pre-made draperies in stock.

Joe eventually gave the store to his two sons, but Ben bought out his brother Steve, becoming the store’s sole owner in 1996, nearly 50 years after his parents started the business.

Ben discovered, through years of tweaking his product mix and figuring out how to fill the 4,500-square-foot retail space, that his customers were interested in choosing paint colors in person but did not want to buy wallpaper or pre-made curtains off a shelf. They preferred browsing samples and choosing unique, high-end items to special order.

The store now stocks paint and displays samples of fabric, carpeting, window blinds and wallpaper.

Learn From the Pros

Access selling skills training with the NHPA Basic Training courses. Learn more at PDRmag.com/membership

To supplement the store’s income, Ben acquired two nearby buildings and rents them to owners of two complementary businesses, which are a consignment art store and a consignment designer clothing store. Both business owners buy products from Debsan and share some overlapping customers with the paint and decorating store.

The Debsan staff uses conversations about paint colors to start relationships with many customers who are interested in home updates, which could include ordering custom curtains and selecting vinyl flooring for their basements.

The Debsan team includes 10 staff members, three of whom are interior decorators with at least 30 years of experience each.

The decorators are good at helping customers develop full projects, guiding them through choices about paint colors and beyond.

“When you’re in a high-class neighborhood, customers want what they want.”

Ben Greenberg President, Debsan The Decorating Store

Starting With Paint

Since Debsan is primarily known for paint, most customers show up at the store because they have heard about its unusual color sample program.

The store’s rent-a-quart paint sample service is a unique attraction, especially for new customers. Debsan has about 8,000 quart-size paint samples customers can test at home for $4 per jar.

Ben keeps around 3,500 colors in screw-top sample jars in the store’s basement. Racks of the small containers occupy nearly 1,000 square feet of the basement, and a dumbwaiter makes it easy for Debsan staff to retrieve and return samples to the basement.

Customers rent the jars, test the colors and then return the containers, which Debsan can then rent out again. The arrangement is convenient for Debsan and its customers.

“Renting and returning samples means you don’t fill your garage with things you can’t throw away,” Ben says.

In 2020, the store earned $45,000 from paint sample rentals, but the customers who rented samples also spent money on other products, including $500,000 worth of carpet, boosting the store's bottom line.

“When you have a decorator and customer who are working together really nicely, it’s easy to go from paint and carpet to upholstery and fabrics,” Ben says.

Debsan loyalists are willing to pay for individualized service and high-end custom products. They are also willing to wait for special orders.

“I have found that when you’re in a high-class neighborhood, customers want what they want, and they’re not going to buy something just because it’s a good price,” Ben says.

A Tighter BOND

CAULKS & SEALANTS

BRING RETAILERS CLOSER TO CUSTOMERS

By Todd Taber

PUTTING CUSTOMERS FIRST

Buhrmester’s Paint & Wallpaper has built its business on prioritizing communication with customers.

Your caulk and sealant section may not be the largest component of your operation, but for many retailers, it represents a core category that brings you closer to DIYers than many other products.

Ray Eberhart, owner of Buhrmester’s Paint & Wallpaper in Edwardsville, Illinois, has more than three decades of experience in the industry. The business itself has been in operation for more than 85 years and is one of the city’s oldest independent operations. It helps the Edwardsville community renovate with style and confidence to achieve the latest trends.

Eberhart says he’s currently contending with the highs and lows of retail operations during the pandemic, especially product shortages. But those disruptions have enabled him and his staff to focus more intently on core categories like caulks and sealants and allowed them to take the time to educate customers on proper techniques and add-on items.

Learn more about how Eberhart educates his customers and his team on caulks and sealants best practices and how the category has been a reliable part of the business’s inventory for decades.

Discover how paint manufacturer PPG’s second-quarter financial results performed at PDRmag.com/ppg-q2.

Reviewing the Basics

Be sure everyone on your team can confidently explain the key differences between major caulk and sealant product types. Review some of the fundamentals of leading caulk and sealant products below. For more information on product training, visit YourNHPA.org/training

Latex caulk is used to fill gaps in baseboard and trim or interior window and door frames. The product is water-based, customers can paint it and it is usually not flexible.

Kitchen and Bath Adhesive Caulk

This product is used to fill in gaps in areas prone to moisture and humidity. Many options include mildewcide. It’s usually flexible and resistant to cracks.

Customers can use this for areas around bathtubs and sinks, especially on smooth surfaces. It can easily resist mold and mildew and is water-resistant. Though flexible, it’s not paintable.

Tell shoppers to use this product inside or outside on many surfaces, including glass and tile It is flexible, paintable and resistant to mildew.

ACCURA TT-S is an elastomeric sealant that offers unsurpassed adhesion, flexibility and 300% elongation.

When it’s reliability you need….ACCURA TT-S is what you want!

Trending Data

Learn the design trends customers are searching for online with information from Houzz at PDRmag.com/houzz-data.

The Value of Communication

Eberhart says that even though caulks and sealants constitute only a small fraction of his showfloor, he would never do away with the category, which has been a reliable addition to his inventory for decades.

Edwardsville is a small community, and Eberhart says his business caters mostly to residential DIYers, though it does have a few commercial contracts. Since the pandemic began, he’s seen an uptick in DIYers renovating their homes, making upgrades to bathrooms and kitchens in particular.

Those upgrades link directly to caulk and sealant sales, he says. The main advice Eberhart offers retailers is to let communication be the guiding force for sales in this category.

“One thing we do is talk and work with customers,” he says. “If someone comes in just looking for a gallon of paint, we try to get them to communicate with us. They’ve got their gallon of paint, but how about a brush and a roller? Exploring their project helps you recommend the right products.”

and sealants let paint and decorating retailers show off product know-how and project expertise. SEAL THE DEAL

“Restore It - Don’t Strip It!”

• Restor-A-Finish is a unique nish-penetrating formula that restores wood nishes while blending out minor scratches, blemishes, and abrasions

• With a simple wipe-on, wipe-o process, most nished wood surfaces that seem to need a complete re nishing job can be restored in a few minutes

• Removes white heat rings and water marks, sun fade, oxidation, smoke damage, etc.

• Restor-A-Finish restores the nish without removing any of the existing nish

Boost Your Sales

Teach your employees the concepts behind project sales to increase transaction sizes at YourNHPA.org/selling-skills.

It’s an approach that fits squarely with the company’s motto of quality service and the best products.

“It’s our goal to be sure every customer has all the right material and the right information to do the job right,” Eberhart says.

Above all, Eberhart stresses the importance of communication when helping customers choose caulk and sealant products.

“Maintain eye contact with your customer and converse directly with them—not in a dictatorial manner—but professionally. The customer trusts you, they rely on you, so you are their guide,” he says.

The Evolution of Caulks and Sealants Eberhart says the paint and decorating industry changes rapidly, especially during the COVID-19 pandemic.

“You have to do your best to keep up, whether that’s with new products, new

Add On to Sales

Caulks and sealants themselves may not be the most expensive product in your inventory, but you can help increase transaction size by reminding your team to recommend a suite of add-on items for caulk and sealant customers.

CAULK GUN KNIVES BACKER RODS

And don’t forget to encourage items to clean up once the project is finished, including:

RAGSBRUSHES

services—it’s all a continual education process for your staff and your customers,” he says. A decade ago, the business only carried one line of caulks and sealants. Recently, Eberhart and his team added another brand to diversify the category.

The store currently only carries white and clear caulk, but in years past, offered a veritable rainbow of tinted options. However, recent technological advances in the category have saved Eberhart floorspace and enabled him to boost sales.

“One of the caulk lines we carry also has a self-tinting kit so customers can create their own tints at home,” he says. “It’s a very effective system, and the colors turn out really well.”

He says the self-tinting kit is easy for customers to use and also enables his team to boost transaction sizes by recommending the perfect paint to pair with the caulk to achieve

Seal Up Sales

Teach your employees the basics of caulks and sealants to boost sales at YourNHPA.org/product-knowledge.

LASTING BONDS

Buhrmester’s Paint & Wallpaper is one of the oldest independent operations in its community, serving customers for more than 80 years.

the right shade. The self-tinting kit also saves floorspace in the business.

Eberhart estimates of the caulk he sells, roughly 7 out of 10 tubes are white caulk, with clear caulk a distant second. But many people don’t know clear options exist.

“A lot of times, people will be reluctant because they know white caulk will stand out too much against certain paints,” he says. “That’s when you can guide them to the clear option, and they’re usually very happy to have it.”

Best Practices, Best Results

Eberhart says one of the final ways to complete a caulk and sealant sale—and ingratiate your business to customers—is to offer them a quick tutorial on how to use their new purchase.

“Walking customers through how to use caulks and sealants is very important,” he says.

Once they’ve found the right caulk for their project, suggest caulk guns, backer rods and putty knives to complete the project purchase.

“Show them how to clip the end of a caulk tube so they don’t cut it too thick,” he says.

“Once they’ve found the right caulk for their project, suggest caulk guns, backer rods and putty knives to complete the project purchase.”

—Ray Eberhart

Buhrmester’s

Paint & Wallpaper

“Show them how to puncture the seal inside, and how to put the tube inside a caulking gun and use it slowly but surely.”

It’s a small step to take to ensure a customer feels confident both with their new products and the independent business they chose.

FRESH COAT

INDUSTRY NEWS

Color the Conversation

As you share the latest design trends with customers, review major manufacturers’ 2021 colors of the year at PDRmag.com/2021-coty

DESIGNS THE NEW

REVIEW THE LATEST IN HOME DECOR TRENDS

ART IMPULSES

Searches for home art studios are up 875% this year. Stock canvases and even art supplies to profit from the trend.

GOLDEN IMAGE

Searches for gold wall mirrors rose 606% this year over 2020, reflecting shoppers’ clear interest in the bold design element.

LET THERE BE LIGHT

Searches for gold accent lamps climbed more than 1,100% year-to-year

VELVET VIBES

Searches for velvet accent chairs grew an astounding 1,161% from this time last year. Here are some of the most popular chair styles.

Online home design platform Houzz is revealing the latest home design trends. Review what search terms are growing more popular among homeowners, designers and architects. Visit Houzz.com for more inspiration.

GOING GREEN

Searches for green kitchen cabinets, accent chairs and tiles are all up more than 700%.

Source: Houzz

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Industry Events

October 21-23 | Las Vegas

To navigate today’s market, retailers need to be agile and strategic. Join us and hear from industry leaders, subject matter experts and successful retailers who will deliver insights into the current and future state of the industry. Learn more at YourNHPA.org/conference.

RESOURCES

From Your Peers

For retailer-recommended resources on business strategy, leadership and more visit PDRmag.com/resource-review

Better Business BOOKS FOR

2 Books on Leadership and Retail to Help You Strategize

NHPA staff members Melanie Moul and Renee Changnon recently read these two books and talked to the authors on their podcasts. Get insights into the books here and head to your favorite local bookstore to get your own copies. Listen to the podcast episodes at PDRmag.com/book-pod.

“Remarkable

Retail: How to Win & Keep Customers in the Age of Disruption”

AUTHOR: STEVE DENNIS

As you head into the final quarter of the year and start planning for 2022, get some pointe on how you can maintain the success you’v seen over the last 18 months. In his book, re industry veteran and thought leader Steve D dissects the seismic shifts brought about b digital disruption and a global pandemic, providing a pragmatic guide to reignite gr STEVE DENNIS

“Bridging

pointers you’ve retail Dennis by while growth.

the Soft Skills Gap: How to Teach the Missing Basics to Today’s Young Talent”

AUTHOR: BRUCE TULGAN

BRUCE TULGAN

Hiring is a challenge already, but hiring people with the necessary soft skills to be successful may seem impossible. In this book, author Bruce Tulgan— who has been researching millennials and other young workers for more than 20 years—offers concrete solutions to help managers teach the basics you may see are missing in your new hires: professionalism, critical thinking and followership.