Newsleak November 2004 No Pics
Transcription
Newsleak November 2004 No Pics
Chip Conley to Keynote DPHA Seventh Annual Conference Volume 7 No. 1 February 2008 1 Chip Conley Keynotes DPHA 2008 Conference DPHA KBIS Breakfast 3-4 President’s Message Board and Sponsors 7 It’s the Economy, Stupid! 8 DPHA Sponsorship Opportunities 12 Do You Get the Message? October 24-26, at the J.W. Marriott Hotel at Desert Ridge, Phoenix, AZ Chip Conley is the Chief Executive Officer of Joie de Vivre Hospitality that owns and manages more than 40 boutique hotels in Northern California. Conley and his company rode the wave of the dotcom explosion to become one of the three most prominent boutique hoteliers in the United States. USA Today profiled Conley along with Julia Roberts and Michael Eisner as one of “fourteen Americans to watch in 2001.” Conley muses in his best selling book, Peak: How Great Companies Get Their Mojo from Maslow, “Little did I know that the real thing to ‘watch’ in 2001 would be that I didn’t jump off the Golden Gate Bridge.” 15 continued on page 5 DPHA 2008 Awards Program 16-17 Data Standard Takes a Quantum Leap Forward DPHA Revises Faucet Manual 20 Award Profile: Miller’s Fine Decorative Hardware and Plumbing 26 Gold Circle Profile: KWC America 28 Newsleak Goes Color 30-31 New Members The Upside of a Down Economy ISH Wish 33 Greenwashing The dotcom industry imploded in 2001 sending Conley from a genius to being the most vulnerable hotelier in America. Seemingly overnight Conley’s assets became liabilities. He was unsure if his business would survive. Depressed and worried, Conley left his office one day in the middle of the afternoon and wandered to a nearby bookstore where he browsed Michael Rockstroh to Keynote KBIS Breakfast Competitive Threats and Opportunities the Focus Michael Rockstroh, founder of the RB Strategy Group, will present the keynote address at the 2008 DPHA KBIS Breakfast, Saturday, April 12, 2008 at the Hyatt Regency at McCormick Place, Chicago, IL, from 7:30am-10:00am. Rockstroh will provide an intelligence report on the decorative plumbing and hardware industry to help DPHA members better understand competitive threats and actions that they can take to respond to them. He will offer a review on where the industry is headed, mapping risks that the independent dealer and their suppliers face and explaining where the windows of opportunity lie. He will relate strategies that dealers, manufacturers and representatives can employ to improve their competitive position and describe how to sustain competitive advantages that lead to continued growth and profitability. Additionally, he will describe how to determine who your true competitors are, their business models and how to identify their strengths, weaknesses, opportunities and threats. He also will relate best practices of related industries that cater to the luxury homeowners by presenting case studies of successes. continued on page 7 C on gr at ul at io sh al l (A C S) ns to B ob M ar e on re ce iv in g th ” al of th e Ye ar on si es en cy Pr of . on st Bo “D PH A Re p Ag in he ld HA co nf er en ce Aw ar d at th e DP architectural commercial specification 16760 Stagg Street, Suite 201 Van Nuys, CA 91406 t: 818.304.7300 f: 818.304.7301 www.acsspecs.com President’s Message DPHA President Debbie Miller DPHA’s mission is to provide members with competitive advantages. By the end of the first quarter, the Technology Committee will help assure that our mission is accomplished. Under the astute direction of Committee Chair David Goldberg (Union Hardware), DPHA has been working with Eclipse, which has agreed to incorporate the DPHA Data Standard into their software. Those of you who know me realize that I am not the most technologically oriented person. However, I do understand the value of time. I can place a dollar and cents figure on accuracy. By the end of the first quarter, DPHA members that use Eclipse will receive a competitive advantage. When manufacturers that comply with the DPHA Data Standard change their price lists, Eclipse users’ systems will automatically be updated. No longer will staff have to upload new pricing information. It will be performed seamlessly without the need for human involvement. This enables DPHA members to issue with absolute confidence price quotes that are accurate. The DPHA Data Standard will start to save DPHA members hundreds if not thousands of hours of time preparing proposals. DPHA memFebruary 1, 2008 Providing Competitive Advantages bers can use the Data Standard to prepare detailed responses to requests for proposal that include product pictures, specifications and installation instructions. Eclipse is only the first step. Soon other software manufacturers will be on board, providing additional benefits to our members and creating new competitive advantages. The February Question of the Month asks what can be done to make it easier to sell and specify projects. One answer is to comply with the Data Standard. Those that don’t will soon find themselves at a competitive disadvantage. The DPHA Membership Committee has had a busy start to 2008. The Committee chaired by Debby Stehr (Stehr Enterprises) and David Crossley (Duravit) is in the midst of the 2008 retention campaign and has started planning the 2008 slate of Regional Meetings. Regional Meetings serve a dual purpose. They are intended to introduce DPHA to prospective members and illustrate firsthand the community that DPHA has created. They also provide opportunities for DPHA members to expose more of their staff to the programs and benefits that DPHA membership affords. The Membership Committee also is responsible for DPHA’s KBIS Breakfast. Last year, more than 500 members attended and this year we expect a larger turnout. Featured speaker Michael Rockstroh will provide an overview of the competitive challenges confronting independent dealers and manufacturers and representatives serving the independent channel and actions that they can take to effectively address them. The breakfast is only one aspect of DPHA’s involvement at KBIS. We will again be exhibiting to make our presence felt, showcasing our education program, message brochures, annual conference, regional meetings, technology tools and other DPHA membership benefits. The KBIS Breakfast Program is a prelude to the Fall Conference. The Program Committee has established Trends as the conference theme. Programs on the latest trends in advertising, branding, sales techniques and motivating staff will be featured. Our hat is off to Program Committee co-chairs Vicki Findley (Miller’s Fine Decorative Hardware & Plumbing) and Steve Weinberg (The Glassmith Shop). Education Committee Chair Faye Norton (Designer Hardware by Faye) continues to deliver new products that help members train their staffs and explain to clients and customers reasons why DPHA member showrooms should be the destination of choice for decorative plumbing and hardware. DPHA’s message brochure program is profiled in this issue of Newsleak. Enclosed with this issue (to dealers), are copies of all of the message brochures. The Education Committee also is to be commended for its recent update of the faucet training manual. The DPHA Education Program represents the industry’s most comprehensive training tool to familiarize showroom staff, customer service representatives and others new to the industry with the technical, functional and performance continued on page 24 NEWSLEAK 3 DPHA Board of Directors President: Debbie Miller, Millers Decorative Plumbing & Hardware (Dania, FL) President-Elect: Jonathan Wood, Brasstech (Santa Ana, CA) Secretary: Steve Weinberg, The Glassmith Shop (Summit, NJ) Treasurer: Barry Goldberg, Union Hardware (Bethesda, MD) Immediate Past President: Jeff Robboy, Baci by Remcraft (Opa-Locka, FL) Directors Melissa Allen (Cobblestone Court) Jim Babbitt (Hot2Cold) Larry Brodey (JACLO Industries) Jeff Burton (The Bath and Beyond) Chuck Butch (Altmans) Tony Carter (Carter Hardware, Inc.) *David Crossley (Duravit USA) Caspar DeJong (Legacy Brass, Inc.) Jack Fase (Alno, Inc.) Bill Fiddler (Fiddler’s, Inc.) Kimberly Freschette (BainUltra) Jamie Gregg (Colonial Bronze) Marilyn Hermance (Westheimer Plumbing & Hardware) Dick Isaacs (Mariner America) Sarah Jenkinson (Barber Wilsons & Co./ Black Country Heritage) Larry Kaluzna (Waterware) Mary Labowitz (Premier Marketing) *Bob Lando (Community Home Supply) Joe Long (J. Long & Associates) Tim Murphy (Klaff’s) Tony Musso (Italbrass) Faye Norton (Designer Hardware by Faye) Ron Raffel (Raffel Sales) Jim Rennolds (Neptune International) Mark Rohl (ROHL, LLC) Jody Rosenberg (Sonia America) Al Rykus (Watermark Designs) Steve Shedden (Shedden Sales Company) *Debby Stehr (Stehr Enterprises) Stuart Stern (S&H Hardware of NJ) Jim Tomafsky (Mountain Plumbing Products) * Executive Committee Members A Publication of the Decorative Plumbing & Hardware Association Volume 7 No. 1 DPHA’s mission is to provide competitive advantages to manufacturers, representative agencies, and independent dealers of decorative plumbing and hardware. Gold Circle Sponsors Alno Inc. Aquabrass International, Inc. Baci by Remcraft BainUltra Brasstech Colonial Bronze de la Frontera Dornbracht, Americas Forte Buying Group Ginger Company Graff Hot2Cold Jado JACLO Industries Kallista KWC America, Inc. Lacava Designs Legacy Brass Linkasink Linnea, LLC Methven USA, Inc. Mountain Plumbing Products Native Trails Neptune International Omnia Industries, Inc. Porcher ROHL, LLC Sonia America Toto USA, Inc. Victoria & Albert Bath Von Morris Corp. Patrons American Faucets & Coatings Corporation Blanco America Julien, Inc. Kimball & Young Laufen Bathrooms Partners Barber Wilsons & Co./Black Country Heritage Bates & Bates Berenson/R. Christensen Hardware Danze Faucets Brass Elegans Forms + Fixtures Sponsors Jensen Industries Stabeck Sales & Marketing Water Decor Newsleak is published 8 times a year by DPHA, 7900 Wisconsin Avenue, Suite 305, Bethesda, MD 20814; 1-888-411-8477; 301907-9326 (f); [email protected]; www.dpha.net. February 1, 2008 NEWSLEAK 4 Chip Conley continued from page 1 the racks of the psychology section. There he became reacquainted with the works of Abraham Maslow. He delved into Maslow’s Hierarchy of Needs and concluded that if he could apply Maslow’s principles to his business operations, not only would Joie de Vivre survive, but is would thrive. Conley writes, “Rather than purely living in trench warfare for half a decade, we decided to focus on the higher needs of our employees, customers and investors. Creating peak experiences for these three constituencies helped us to create peak performance for my company. And almost exactly seven years later, our annual revenues are triple what they were back then.” Maslow’s Hierarchy of Needs claims that all individuals have basic survival needs such as food, water, sleep, and safety. As those needs are satisfied, individuals focus on social/belonging needs or esteem needs or the way in which individuals connect with one another. The highest rung on Maslow’s pyramid is self-actualization that allows individuals to have continuous peak experiences in their lives. Conley learned from Maslow that great leaders need to understand what motivates employees and customers. During the worst downturn in his company’s history, Conley discovered that employees and customers have a hierarchy of needs. Conley claims that unfortunately most companies focus on base survival needs and lose track of the higher needs of employees and customers. Conley will explain his proven techniques for motivating employees and customers and how to use those techniques to foster better relationships and build an enduring and profitable corporate culFebruary 1, 2008 ture. At Joie de Vivre, the theories have worked. Employee turnover at the hotel chain is half of industry average even though salaries and benefits are comparable to other chains. Conley has created different Maslowian pyramids for his employees, customers and investors. The employee pyramid works as follows. The lowest rung is money (survival). The second rung is recognition (success) and the third rung is transformation. Conley acknowledges that people come to work for a paycheck and feel good about their jobs when they are recognized for their contributions. However, when employees view their positions as a way to express their own values because they align themselves with the company’s mission, it can create a meaningful transformation in the employee’s life. In other words, the paycheck provides motivation, recognition creates loyalty and meaning sparks inspiration. The hospitality industry has a number of relatively low-paying jobs. To exemplify his approach, Conley emphasizes the impact that each employee makes on the guest expe- rience rather than tasks such as making beds and cleaning toilets. Conley understands the important role that employees play. They are his first priority because if the employees are not happy they cannot make customers happy. In the hospitality industry, most of Conley’s competitors spend more money on the physical appearance of their properties than they do on training staff to deliver exceptional performance. The number one reason why a guest would return to a hotel is the service that they received during their stay. The number one reason a customer would return to a showroom or recommend a showroom to a friend or peer is the quality of service that they received. The same approach applied to customers begins with meeting expectations that create satisfaction, but that is not enough. The second level of Conley’s customer pyramid finds that customers make a commitment when both their expectations and desires are met. The top rung of the customer pyramid is when businesses meet their unrecognized needs. To achieve evangelic loyalty among clientele, businesses need to add value and experiences that customers cannot obtain elsewhere. Doing so elevates the customer to the third rung of the customer pyramid that Conley terms “unrecognized needs.” In the decorative plumbing and hardware industry, meeting unrecognized needs may be easier than in other industries because many customers usually don’t know what their needs are. Meeting unrecognized needs may include training installers about the nuances of a particular product at the start of a multifamily or hospitality project. continued on page 6 NEWSLEAK 5 Chip Conley continued from page 5 Conley started Joie de Vivre Hospitality with virtually Meeting unrecognized needs may include labeling each component to identify the location where it is to no industry experience. The company now comprises more than 40 award-winning properties, in excess of be installed. It may also include using the DPHA 2,500 employees and annual revenues of nearly $200 Door Hardware Take Off to help assure proper million. Each property is designed to produce what placement of new hardware. Conley argues that Conley terms, “rather than fight“identity refreshing in the trenches “Rather than fighting in the trenches every day and ment” for guests. every day and just just dropping prices to get sales traction, consider Inspiration is dropping prices to how you can appeal to the higher needs of your gleaned from get sales traction, popular magaconsider how you prospective customers…In a time when everything zines such as can appeal to the has become commoditized, differentiating yourself Rolling Stone, higher needs of and your product is the sign of a peak performer.” The New York, your prospective Wired and customers…In a Dwell. Conley time when everything has become commoditized, differentiating your- has been honored with numerous hospitality industry awards. Most recently, the San Francisco Business self and your product is the sign of a peak perTimes named him the Bay Area’s Most Innovative former.” CEO. In the keynote address, Conley will describe his approach and the results that he has enjoyed such as higher customer retention rates than almost every other hotel chain. On Friday, October 24, he will conduct a workshop that teaches how to apply his techniques to create peak experiences with your customers and employees. February 1, 2008 NEWSLEAK 6 It’s the Economy, Stupid! By Debby Stehr, Stehr Enterprises James Carville’s prophetic insight that propelled Bill Clinton to the presidency in 1992 has a familiar ring. 2008 is shaping up to be a very interesting year. Nationwide housing starts are at 20-year lows. Recently, we have seen the stock market rise to record highs and then in the last couple of months plummet by hundreds of points at a time. The economic pundits refer to this as “market corrections.” Banks and lending institutions have announced record foreclosures and stricter lending policies, making it extremely difficult and much more expensive to obtain a mortgage. firm up their balance sheets. Depending on the region of the country, the economic outlook is tenuous at best and recessionary at worst. The National Association of Realtors announced that home prices in Miami and Tampa have dipped by approximately 11.5%. Similar declines have occurred in several of the hottest housing markets in the country. Home prices have plummeted by 11.1% in San Diego, 10.7% in Las Vegas and 10.6% in Phoenix, according to the S&P/Case Shiller index. As of October, home prices in 10 major metropolitan areas fell a record 6.7%, reports The Wall Street Journal. The subprime mortgage meltdown continues to wreak havoc across all segments of the economy. Citigroup, Morgan Stanley, Merrill Lynch, Bear Stearns and many other of the leading institutional investors and financiers have gone with hat in hand to the Far East, Asia, and the Middle East to help Normally, double-digit declines in home prices create a buyers market, however there are no buyers. Contributing to economic woes is the loss of consumer confidence and sky-high domestic manufaccontinued on page 9 KBIS Breakfast continued from page 1 The economy is changing. After a decade of explosive growth in the decorative plumbing and hardware industry, we have hit a soft spot. As a result, there is a changing set of drivers from competitors. Rockstroh will explain the realities that big box and multibranch retailers face and what they mean to independent showrooms and their suppliers. Michael Rockstroh is an expert in strategic planning, product marketing and process alignment with extensive domestic and international experience in the branded goods sector. He has assembled an impressive record of performance helping companies become market leaders. He also understands our industry, having served as a consultant for at least two DPHA members. His strategies also have been used by leading national big box retailers that include Sears, Best Buy and Circuit City, as well as regional specialty and wholesale companies. He has led major strategic branding initiatives for Bosch, Siemens and Motorola. Prior to founding the RB Strategy Group, Rockstroh was Senior Vice President of marketing and sales for Bosch-Siemens Corporation, where he led major strategic initiatives both domestically and internationally. February 1, 2008 In addition to the breakfast, DPHA will be exhibiting once again at KBIS (booth S1062). DPHA’s Membership Committee has set several goals for our KBIS participation. One is to recruit new members. DPHA has become the largest decorative plumbing and hardware association in the world, with nearly 500 members. Our second goal is to showcase the products and services that DPHA offers and the benefits that DPHA has developed that provide competitive advantages to DPHA members. DPHA’s exhibit will showcase the industry’s most comprehensive education program, the industry’s only point of purchase consumer brochures that explain why the independent showroom must be the destination of choice for decorative plumbing and hardware, and the technology tools that DPHA has developed that save time and money. The cost to attend the breakfast is $65 per person. Reserve online at www.dpha.net. NEWSLEAK 7 DPHA Sponsorship Opportunities DPHA announced a menu of sponsorship opportunities available to showrooms, manufacturers and representatives. Each level of sponsorship provides different marketing benefits. However, the most significant benefit that you receive when electing to serve as a DPHA corporate sponsor is the statement you make to the industry. Your sponsorship tells the industry that you believe in DPHA's mission and programs. You are not only talking the talk, you are walking the walk to enhance professionalism and improve quality in the decorative plumbing and hardware industry. DPHA CORPORATE SPONSORSHIP OPPORTUNITIES DPHA CONFERENCE SPONSORSHIP OPPORTUNITIES GOLD CIRCLE ($3,500) • Recognition as a corporate sponsor in each Newsleak • Recognition as a corporate sponsor on the web site • A plaque recognizing the firm as a corporate sponsor for their office • A corporate/product profile in Newsleak • Marquis signage at DPHA events • Recognition in each section of the DPHA Education Program • First opportunity to reserve display space at the Product Showcase KEYNOTE SPEAKER SPONSOR ($5,000) • Recognition as a conference sponsor at all events • Recognition as conference sponsor in Newsleak • Recognition on all advertising and marketing media issued to promote the conference PATRONS ($2,500) • Recognition as a corporate sponsor in each Newsleak • Recognition as a corporate sponsor on the web site • A plaque recognizing the firm as a corporate sponsor for their office • Marquis signage at DPHA events • Second opportunity to reserve display space at the Product Showcase PARTNERS ($1,500) • Recognition as a corporate sponsor in each Newsleak • Recognition as a corporate sponsor on the web site • Marquis signage at DPHA events • Third opportunity to reserve display space at the Product Showcase CONFERENCE SPONSOR ($5,000) • Recognition as a conference sponsor at all events • Recognition as conference sponsor in Newsleak • Recognition as educational event sponsor BANQUET SPONSOR ($3,000) • Recognition as banquet sponsor at the banquet • Recognition as banquet sponsor in Newsleak • Premier signage at the banquet RECEPTION SPONSOR ($3,000) • Recognition as reception sponsor at the reception • Recognition as reception sponsor in Newsleak • Premier signage at the reception LUNCH SPONSOR ($2,000) • Recognition as luncheon sponsor at the luncheon • Recognition as luncheon sponsor in Newsleak • Premier signage at the luncheon BREAKFAST SPONSOR ($1,000) • Recognition as breakfast sponsor at breakfast • Recognition as breakfast sponsor in Newsleak • Premier signage at the breakfast If you are interested in a corporate or conference sponsorship, contact Tom Cohn in the DPHA office at 1-888-411-8477. SPONSORS ($750) • Recognition as a corporate sponsor on the web site • Fourth opportunity to reserve display space at the Product Showcase February 1, 2008 NEWSLEAK 8 It’s the Economy Stupid continued from page 7 turing prices. The cost of oil rose by 50% last year. Unrest in the Middle East and threats from dictators of oil-producing nations such as Hugo Chavez of Venezuela and Mahmoud Ahmadinejad of Iran offer little hope that energy costs will stabilize. And we are in an election year. If history holds true Debby Stehr to form, the economy will be flat in 2008 as this has been the case every year in which two non-incumbents vie for the presidency. There is a great deal of economic uncertainty about where things are going. Nonetheless, certain segments of the decorative plumbing and hardware industry do not apparently believe that economic conditions apply to them, evidenced by their desire to increase sales anywhere from 10 to 30% in 2008. While a 30% increase in sales may not be realistic in most areas of the country, times of economic uncertainty and downturns can create opportunities for the best representative agencies to shine. However, we cannot go it alone. Manufacturers, representatives and dealers must recognize and understand that now, more than ever, we must work together if we are going to respond effectively to the hands that we are being dealt. Manufacturers need to provide the tools necessary to maintain and expand market share. These include targeting architects, designers and custom builders through aggressive marketing and advertising campaigns, introducing new and innovative products and most importantly making it easy for dealers to specify and sell products. Making It Easy to Sell Product Making it easy to sell products begins with understanding what drives and motivates showroom staff to specify one product over another. One of the valuable lessons that DPHA has taught the industry at its last three annual conferences is that selling high-end products has little to do with the product itself. Keynote speakers ranging from the head of retail practice at the Boston Consulting Group Michael Silverstein, retail anthropologist Paco Underhill and retailer extraordinaire Jack Mitchell all said the same thing. Each recognized the need for outstanding products. However, products alone February 1, 2008 do not drive sales. It’s relationships established with buyers that are key to selling products. Representatives in the field make or break relationships. Representatives establish relationships by creating comfort zones for showroom staff to sell specific lines. Through training and maintaining a constant presence, representatives teach showroom professionals to believe in a product, understand its nuances and be comfortable with and confident in presenting a product line to end users. Representatives shine when they not only teach sales staff how to sell a product, but also the keys to selling in a luxury environment to luxury consumers. This is accomplished by ensuring literature is up to date, describing how to use price books and through after sales support. Representatives understand that a typical showroom has hundreds of lines. In order to feel confident in selling a particular product, showroom staff need to appear like experts to their customers so that their customers become repeat clients. If they don’t know how to use literature or are not familiar with a product line, they won’t direct customers to those products. Our job as representatives is to create a comfort zone with a line that helps ensure sales professionals look good in front of their customers. It is unreasonable for a manufacturer or representative to expect showroom staff to provide the time or attention to learn a line in a single training session. Lasting relationships result from working one on one with individual sales professionals, walking them through new literature page by page and pointing out new products. Success is obtained by highlighting different aspects of a line each time you visit a showroom. Often, the time allotted is limited, making it necessary to have a constant presence in the showroom through frequent visits, newsletters, e-blasts, new product announcements, formal and informal training sessions, webcasts and news updates. Take advantage of the time in the showroom by providing sales professionals with small bites at each training session. Focus on product features that are unique, unusual or an aspect that the sales people may have forgotten about. Making products easier to sell requires an understanding of what causes customers pain. Pain can be continued on page 10 NEWSLEAK 9 It’s the Economy Stupid continued from page 9 inflicted or avoided based on processes used to announce price increases. Companies cause pain when they issue an email stating, “Effective at the first of the month there will be a 10% increase across the board. Add the increase to orders when you submit them.” Dealers incur pain when their literature is out of date. Manufacturers inflict pain if they fail to produce new products. Dealers and representatives incur pain if customer service departments can’t answer simple questions and if delivery deadlines are not met. Manufacturers ease pain if they comply with the DPHA Data Standard. The DPHA Data Standard uses standardized Excel spreadsheet columns to transmit pricing and product information. There are currently two compliance levels. Level 1 simply requires manufacturers to place price information in correct columns. It’s basic and takes a couple of hours if a company’s computer system can download data into an Excel spreadsheet. Level 2 of the DPHA Data Standard requires manufacturers to include URL addresses that point to information that includes specifications, pictures, installation instructions and parts. In doing so, the standard makes a giant leap in capitalizing on the power of the Internet. By blending two separate systems into a single system – price lists and web sites – both systems benefit from each other. A dealer’s inhouse software can now link directly to web site files. As a result, dealers and representatives can prepare responses to requests for proposals that include pictures, diagrams, specifications, and installation instructions by pressing the print icon on their software program. Making products easier to sell in an iffy economy also requires offering specials, display upgrades and discounts and new products to replace tired lines. According to several manufacturers that we represent, products introduced in the last five years represent 70% of the sales volume. Manufacturers that want their representatives and showrooms to increase sales by 10 to 30% need to have new product offerings that can help achieve those goals. with showrooms and the trade for themselves and their manufacturers. Representatives build relationships by visiting job sites and resolving installation shortcomings. Representatives create value by training installers on project work and walking them through the nuances of today’s highly sophisticated decorative plumbing and hardware products. DPHA has another tool to help educate the trades. The Association’s new Message to Installers clearly illustrates the advantages installers obtain from partnering with independent showrooms. 2008 is not the first, nor will it be the last time, that the industry faces a difficult economic climate. Unfortunately, when the economy dips, there is a tendency to blame national sales managers and representative agencies. We will see sweeping changes because too many in the industry still do not realize that it truly is not the product that is most important. Outstanding products abound. It’s relationships that sell products. Many in the industry will be best served by focusing on relationships with the three principal components in the supply chain and doing everything in their power to reinforce them. Independent representatives are in the field every day. They understand and appreciate local market conditions. There is no substitute for being accessible when needed. To a very real extent, the representative is the brand. Partnering together, manufacturers, dealers and representatives can help ease the pain that a down economy brings and ensure that when opportunities arise, they are capitalized upon. This article appeared in the February 2008 issue of Kitchen & Bath Design News. It is reprinted with permission. Representatives in the field create value by providing technical assistance that avoids problems and the showroom knows that the representative is there to cover their back. We all know that many contractors don’t necessarily read installation instructions. Representatives that have the expertise to answer technical questions build relationships February 1, 2008 NEWSLEAK 10 Happy Selling 2008 The past year was full of great memories! We wish you a Happy New Year. I]Z WZhi ^h nZi id XdbZ ^c '%%- Jody Rosenberg Awarded for Outstanding Achievement National Sales Manager Jody Rosenberg was recognized for his commitment, enthusiasm, passion and strong leadership of the Sonia North American market as the first-ever recipient of the Jose Maria Ferrer Beltran Outstanding Achievement Award, named after the company’s owner. From left to right: Ozzie Silva, Jody Rosenberg, Jose Roca, Martin Siwy Congratulations to Sonia Sales Reps Sonia awards ceremony takes place at the annual sales meeting in the Dominican Republic. From left to right: Steve Toor of ST Sales receives Top Sales Producer Award. Tim Vander Wall of InterArchitectural Products wins Above and Beyond Award. Ted Howell and Lauren Slankard of Western Sales accept Sales Rep of the Year Award. Our Team Continues to Grow We welcome Stephen LaMachia, in his position as Eastern Regional Sales Manager. LaMachia joins Sonia with an advanced understanding of the market and over seven years of sales experience. To continue the exceptional customer service that Sonia strives for, Barr Tinney has been recruited and is responsible for all customer support related duties. Sonia America, Inc. 1.888.SONIAUS www.sonia-sa.com Do You Get the Message? DPHA’s January Question of the Month asked, “How are you using DPHA’s consumer message brochures, what successes have you realized and what other tools do you use to educate your clients, customers and prospects? There were few responses, and many of those that did respond failed to understand why the brochures were developed. One reason for the lack of response may be that members do not know how to effectively use message brochures to obtain competitive advantages. DPHA developed the messages for dealers to give to customers to explain why a DPHA showroom is superior to others. It is one thing for the showroom to say that it has a knowledgeable staff and more diverse product lines. It’s another when an independent trade organization outlines the quality of service that customers should expect and deserve. DPHA created the message brochure program to provide a third-party endorsement of the value that a professional showroom creates. Each brochure explains in simple terms why a DPHA member showroom should be the destination of choice for decorative plumbing and hardware. In order to maximize the effectiveness of the brochures, they should be reviewed at staff meetings. Owners should provide guidance on how they are to be used and where they are displayed. Several showroom owners reported that they place the brochures dealing with specific product types next to displays of those products. Other showrooms have placed all of the brochures in a central location. Additionally, the brochures help to make a complete sale because they address many add on opportunities that are often forgotten or overlooked. How many of your sales staff look forward to helping customers select cabinet hardware? If your staff is typical of others, the answer to the question is not many. In fact, one showroom owner reported that her staff runs the other way when someone comes in holding a knob or carrying a cabinet drawer. The DPHA Cabinet Hardware Message was developed specifically to February 1, 2008 allow showrooms to provide service to customers without sales staff having to spend considerable amounts of time to sell a couple of knobs and pulls. The message explains the difference between a knob and a pull, provides guidance to customers on positioning of knobs and pulls and the steps to take if they are replacing existing cabinet hardware. The message includes a checklist and a ruler in both inches and centimeters that customers can use to measure center to center on the pulls in your showroom and on the drawers and cabinets in their home. The message serves as a “do-it-yourself” guide to selecting cabinet hardware that helps reduce the amount of time showroom professionals have to spend. Several showrooms report that they have strategically placed the message brochures in their cabinet hardware sections with great success. How many times have showrooms complained about installers? On the DPHA web site and during many Education Committee meetings, the issue of installer shortcomings is frequently discussed. Einstein said, “The definition of insanity is to do the same thing over and over again and expect a different result.” DPHA developed the Message to Installers to help showrooms obtain a different result. The Message to Installers relates numerous reasons why it is in an installer’s best interest to partner with a DPHA showroom. The Message to Installers is not intended to be displayed openly in the showroom. Instead, it is designed for distribution as a direct mail piece that DPHA members can use to introduce or re-introduce the showroom to the installation community. The message is designed to be given to installers that come to the showroom and to serve as a handout during training sessions. With the economy in flux, now is the ideal time to develop and present training sessions that will help installers increase their profitability – what’s in it for them and reduce the number of installation errors that occur on site – what’s in it for you. continued on page 14 NEWSLEAK 12 Message Brochures continued from page 12 Similarly, DPHA developed messages for architects, designers and homebuilders. Each message explains why it is in the best interest of the trades to partner with a DPHA member showroom. The message emphasizes that DPHA members save the trades time, help avoid and mitigate common problems. DPHA explains to designers that “DPHA members showrooms understand that there are many products that can meet the needs of any project. However, extraordinary results can only be achieved by knowing the best solution for every project. The DPHA member showroom is a sounding board and technical resource to help assure that the best solutions are obtained for your clients and your projects.” Gerry Layo played to rave reviews at the DPHA 2006 Colorado Springs Conference. His guidance to members was to maintain at least monthly contact with customers and prospects. Issue newsletters, new product announcements, vignette changes in the showroom and other newsworthy information that allows you to maintain a line of communication. Layo called them touch points. Message brochures are touch points. The Lavatory Faucet message explains that the lavatory faucet sets the stage for all metallic components in the bath. The DPHA showroom is the ideal venue to educate discriminating buyers because of unique product lines, extensive inventory and superior ability to determine and meet customer requirements. A comprehensive checklist is included that identifies complimentary components that can be overlooked, serving as a reminder to help clients achieve a complete and coordinated look. The Shower Systems message also emphasizes the valueFebruary 1, 2008 added benefits that a DPHA showroom contributes to a project’s success. The message emphasizes that a DPHA showroom can be a valuable source of assistance to installers, who despite experience levels, may be working with components for the first time. The Care and Maintenance message identifies primary considerations customers should discuss with showroom professionals when selecting decorative hardware and plumbing products. Guidance is offered to care for products once they are purchased. The Locks and Lock Sets message explains the differences between mortise and tubular installations and the primary lock functions. The message relates that the professional showroom can provide the counsel necessary for customers to select door hardware. The Accessories message explains, decorative bath accessories featured in independent showrooms combine the perfect mix of form and function. They explain to customers that accessories sold in showrooms can serve as a personal valet to warm a towel on a cold winter day or keep a robe within reach as clients emerge from a shower or bath. Customers are advised that when considering decorative bath accessories to keep in mind that the small details often make the biggest difference. The message emphasizes that a knowledgeable showroom professional can guide customers through the intricacies of selecting accessories and help to assure that the products selected comcontinued on page 15 NEWSLEAK 14 DPHA Announces 2008 Awards Program Awards Committee co-chairs Jim Tomafsky (Mountain Plumbing Products), Melissa Allen (Cobblestone Court) and Tim Murphy (Klaff’s) announced that DPHA is accepting applications and nominations for the 2008 DPHA Awards Program. All nominations must be made by peers (except the Innovative Product of the Year category). The Program's goals are to recognize outstanding accomplishments in the decorative plumbing and hardware industry, create industry awareness and spotlight exceptional individuals, companies and products. Award entries are judged by the Awards Committee. If you would like to serve on the Awards Committee send an email to [email protected]. DPHA offers the following awards to be presented at the DPHA Annual Conference October 25, 2008, at the J.W. Marriott at Desert Ridge, Phoenix, AZ: DPHA Professionals of the Year (Showrooms, Manufacturers and Representatives) The Awards recognize representatives of DPHA members who have made outstanding contributions to advance the DPH profession based on: ● Degree of involvement in DPHA activities ● Personal achievements in the industry ● Pursuit of personal improvement and education ● Job performance and accomplishments ● Involvement in and support of other DPHrelated organizations ● Public recognition for a deed or accomplishment which may or may not pertain to the DPH industry but reflects favorably on the individual as a DPHA member. continued on page 18 Message Brochures continued from page 14 a message from pliment the other fixtures, components and space. DPHA also produced an accompanying checklist that serves as a valuable tool to help assure a complete look for the bath and helps avoid missing opportunities for add on sales of items that many customers may not consider or know about. The recently published Lavatory Bowls message relates that “selecting a bowl for a lavatory is one of the first decisions made when building a new or renovating an existing bath. The message reviews different mounting options and explains how customers can create value for their homes and projects by partnering with showroom professionals. showroom and a business that simply exists to sell product is clearly evident by the questions that a sales associate asks. Showroom professionals create value by asking the right questions to understand your goals. This process allows the showroom professional to take a holistic view and focus on the technical aspects of a project so that customers and clients can concentrate on style and appearance.” Copies of DPHA’s message brochures are available at a cost of $30 per 100 for the product brochures or $30 per 50 for the messages directed at the trades. A copy of each brochure and an order form are enclosed with this issue of Newsleak. Each brochure includes a statement similar to the following, “The difference between a professional February 1, 2008 NEWSLEAK 15 DPHA Data Standard Provides Competitive Advantages Eclipse Users and Others to Have Systems Automatically Updated required and some are not. As time goes on and DPHA Technology Committee Chair David compliance spreads across the industry, more Goldberg (Union Hardware) has scored another required fields will be added. monumental breakthrough that will benefit DPHA members and provide them with distinct competitive Manufacturers can use the Data Standard to transadvantages. Eclipse users and those using other mit pricing and product information that can be software programs will soon have their systems used by almost every point of sale, inventory, automatically updated every time a manufacturer accounting, project management and ordering softthat complies with the DPHA Data Standard ware system. The uploads a standard creates a price common data format increase. Imagine how much time, energy and stress that enables everyone The human will be eliminated knowing that the pricing in the industry to use element has in your system is accurate. the same information been elimiin the same way. nated! Compliance with the Imagine how standard permits different computer systems to look much time, energy and stress will be eliminated at the same spot for the same information. knowing that the pricing in your system is accurate. Imagine which manufacturers dealers will want to There currently are two compliance levels. Level 1 specify if they are asked for a request for proposal? simply requires manufacturers to place price inforWill it be the manufacturers whose pricing they mation in the correct columns. It’s basic and takes a know is accurate? Will it be manufacturers whose couple of hours to comply with if you can download product pictures, specifications and installation pricing into an Excel spreadsheet. instructions are available at a touch of the button? Or will it be manufacturers that send a note saying, Level 2 requires vendors to include URL addresses “Effective February 1, all prices increased by 10%. that point to information that includes specs, picUpdate your systems on your own?” tures, installation instructions and parts. In doing so, the Data Standard makes a giant leap in enabling How to Comply with the DPHA our industry to capitalize on the power of the Data Standard Internet. The Data Standard is nothing more than an Excel spreadsheet that uses standardized columns to transmit pricing and product information. It is important to emphasize that this standard does not mandate what information is placed within specific fields, the format of the information within a field or how to number finishes. It does ask that all finish information be placed in the same column. If you look on an Excel spreadsheet, the standard requires that item/SKU numbers be placed in column A, finish information in column B, finish description in column C, description of the product in column D, manufacturer suggested retail price in column E, net price in column F, etc. Some of the columns are February 1, 2008 By blending two separate systems into a single system (price lists and web sites), both systems benefit from each other. The web site used by consumers can now have full information organized with a full database of information. A dealer’s in-house system can now link directly to a file containing specs, pictures, installation instructions and parts diagrams. DPHA has a template that manufacturers can use. It is available on the DPHA website at http://www.dpha.net/data.html. continued on page 17 NEWSLEAK 16 DPHA Revises Faucet Manual DPHA published the first volume on faucets in its heralded Education Program in 2003. The milestone event marked the first time in history that a training manual had been developed specifically to familiarize decorative plumbing and hardware professionals with high-end faucetry. The manual provided both technical guidance and sales techniques. Five years later, the DPHA Education Committee has updated the faucet manual to include a style guide and to reflect changes in industry practices. The DPHA Education Program is a modular approach to help those new to the decorative plumbing and hardware industry understand the technical and aesthetic difference of products sold in showrooms. Each manual is a basic sales and product training guide for a particular product or suite of products. Baseline information is present- continued on page 24 DPHA Data Standard continued from page 16 Since the last issue of Newsleak was published, the following manufacturers have seen the light and complied with the DPHA Data Standard: American Faucets and Coatings, Classic Brass, Duravit USA, Jado and Native Trails. Others that have earned a competitive advantage with the DPHA membership include: Alno Altmans Baci by Remcraft Barber Wilsons & Co./Black Country Heritage Barclay Products, Ltd. Bates & Bates Brasstech Bristol & Bath Colonial Bronze Environmental Water Systems Ginger Company Hansgrohe Harrington Brass Works Jaclo Industries Julien Kallista, Inc. Kimball & Young Legacy Brass Linkasink February 1, 2008 MGS USA Methven Nostalgic Warehouse Oliveri, Tasman Sinkware North America Omnia Phylrich Sonia America, Inc. Sonoma Forge Steamist Stone Forest Thermasol Steambath Victoria & Albert Villeroy and Boch Watermark Designs Zehnder America, Inc. Given its importance, compliance with the standard should be at the top of every DPHA manufacturer’s priority list. For more information on complying with the Data Standard, contact David Goldberg at 301-654-7810 or send him an email at [email protected]. NEWSLEAK 17 Awards continued from page 15 Peer nominations are required. Nominations must describe how the nominee has excelled in each or any of the criteria. Past Showroom Recipients Charlie Goldberg (2003) Julie Koch (2004) Debbie Miller (2005) Faye Norton (2006) Marilyn Hermance (2007) Past Manufacturer Recipients Jeff Valles (2003) Ken Rohl (2004) Naomi Neilson (2005) Jamie Gregg (2006) David Crossley (2007) Past Representative Recipients Mary Labowitz (2003) Debby Stehr (2004) Jim Babbitt (2005) Dan Beaudet (2006) Bob Marshall (2007) DPHA Showrooms of the Year The Award recognizes different showrooms based on their size (less than 3,000 square feet and more than 2,999 square feet). The Award recognizes outstanding business practices, customer service, human resource practices and industry support. Criteria to evaluate nominees are: ● ● ● ● ● ● Training programs Marketing programs Customer service Involvement in and support of the industry Merchandising Innovative presentation of decorative plumbing and hardware products within the showroom Nominations should describe the showroom’s training and customer service programs; relate their approach to merchandising and basis for that approach; provide examples of marketing efforts; describe degree of involvement in DPH-related industries, and provide pictures of the showroom showing innovative presentations of different products and services. Previous Winners The Bath and Beyond (2003) Waterware (2004) Renaissance Molding and Design (2004) Designer Hardware by Faye (2005) Eurobath & Tile (2005) Community Home Supply (2006) Sonoma Kitchen & Bath (2006) Miller’s Fine Decorative Hardware & Plumbing (2007) Chicago Brass (2007) Innovative New Product The awards recognize technological and design innovations in either decorative plumbing or hardware products released in the last 18 months. Nominations are accepted via application. Applicants should describe the innovativeness of the product and why it is deserving of recognition. Previous Winners BainUltra Temazkal (2003) KWC Murano (2004) Water Decor’s Bridge Faucet (2005) KWC Waterstation (2006) Julien’s Bench Toilet (2007) Beyerle’s Exposed Stainless Steel Sliding Door System (2007) Customer Service Department of the Year This award recognizes a customer service department of manufacturers based on responsiveness, courtesy, knowledge, ability to go above and beyond and overall performance. Past Winners BainUltra (2005) Environmental Water Systems (2006) Rohl, LLC (2007) Rep Agencies of the Year Two awards will be given based on the agency size. One for organizations with three or fewer employees and one for agencies with more than three employees. continued on page 28 February 1, 2008 NEWSLEAK 18 Quality and perfection at every corner Introducing the innovative J7™ now for the kitchen and bath! Bring minimalist design and superior functionality into the kitchen and bath. Contemporary, square and rectangular, the J7 features 7mm tight radius corners; allowing for unprecedented easy maintenance and clean-up. Experience the refreshing, yet warm and brilliant look of stainless steel. Kitchen sink models are available in several sized undermount configurations with your choice of single or double bowls of various depths. Bathroom sinks allow for various installation requirements and are available in set-in and countertop configurations or as an undermount. - Revolutionary 7mm, ¼" radius tight corners - Commercial engineering and fabrication for residential application - Premium 16 gauge stainless steel, precision welded and hand finished - Comprised of environmentally friendly, 100% recyclable stainless steel - Customizable for any design vision 1.866.901.5624 | www.julien.ca Award SPOTLIGHT Winner Miller’s Fine Decorative Hardware & Plumbing Miller’s Fine Decorative Hardware & Plumbing in Jupiter, FL was named the 2007 DPHA Showroom of the Year. The Award recognizes outstanding business practices, customer service, human resource practices and industry support. The criteria to evaluate nominees are: ● ● ● ● ● ● Training programs Marketing programs Customer service Involvement in and support of the industry Merchandising Innovative presentation of decorative plumbing and hardware products within the showroom Given the criteria, it seems obvious why Miller’s Fine Decorative Hardware & Plumbing was honored by its peers. The showroom was created by Sid Miller and opened its doors on October 18, 1989. Sid tapped Vicki Findley to manage operations. Vicki had come to Miller’s after nearly a decade of experience in the plumbing and hardware industry. She started her career as a fresh-faced teenager, working for Castle Supply in Sarasota in 1980. Her first position was in front of a computer screen where she inputted data. Having had a taste of the industry, Vicki landed her next position working for a plumbing contractor who later decided to build a showroom. During this time, Vicki received her first experience selling in a showroom environment while at the same time appreciating the daily challenges faced by plumbing contractors. Five years later another opportunity presented itself and Vicki went to work for Annamary Kennel at the Plumbing Place in Sarasota. At the Plumbing Place, Vicki learned the showroom business and became attracted to it. “I always had an interest in design,” Vicki related. “While I was working in showrooms I felt that many of the projects that we were involved with were part interior design. I decided to take design courses at night to act on my passion.” Passion is one of the many attributes that Vicki brought to the table when she met with Sid Miller to discuss a new showroom he planned to open in Jupiter. “He was not looking for anyone in particular,” Vicki recalls, “however, we connected immediately. Sid was a wealth of knowledge. He had an infectious and explosive personality,” Vicki stated. Vicki viewed Sid Miller as a father-type figure who served as a mentor, coach and friend. “For five years, continued on page 21 February 1, 2008 NEWSLEAK 20 Miller’s Profile continued from page 20 I managed the Jupiter showroom, hiring staff, buying products, marketing, merchandising and running every aspect of the operations except for accounts payable.” Vicki’s efforts made the showroom successful. It was so successful that Vicki approached Sid about her future. Sid recognized Vicki’s contributions and asked her to buy him out. And that’s what she did. Five years to the day after Miller’s in Jupiter opened, Vicki Findley became the owner. “In a single day, I went from employee to boss,” Vicki said. “I never had any formal business training, but I always had an appreciation that in order to run a successful business you had to be sufficiently capitalized.” Vicki took financial life lessons learned from her father who was a CPA and began to apply them to Miller’s when she purchased the showroom. One of the criteria for being named Showroom of the Year is customer service. Having nearly a decade of showroom experience, Vicki understood the mind of the luxury consumer and how to assure that their needs are met. “Part of our success is attributed to our ability to listen to customer needs and wants,” Vicki stated. Miller’s Jupiter caters primarily to the trades. Vicki leveraged her experience working with a plumbing contractor to establish trade relations that have become long-term clients. “I understand the contractor’s perspective,” Vicki stated. “I am genuinely concerned with who they are, where they are going and the projects that they have coming up. We provided value-added services to build partnerships with the trades. We have been and always will be loyal to our contractors and, in return, they are loyal to us.” Vicki explained that contractors want to be in control of a project so she lets them. Working with experienced contractors also helps to eliminate problems that plague a number of projects. “Working with knowledgeable and experienced trade professionals is one of the secrets to our success. Our projects rarely have installation issues because of the expertise of our clientele.” Miller’s Jupiter compliments its understanding of the needs of trade professionals with superior customer service. Vicki explained, “I always sell the service instead of the price.” Service means going the extra mile to make it easier to buy and install products that Miller’s Jupiter sells. “We never simply drop off a delivery of product to a job site and let the installer figure out what is what and where it goes,” Vicki stated. Instead, every component is inspected before it is sent to a job site and each box is labeled identifying the correct venue where the component is to be installed. Customer service is enhanced by the fact that sales professionals’ only responsibility is sales. “We have segmented responsibilities where sales people only sell. There are dedicated customer service responsibilities where staff members are tasked with ensuring that specifications books are accurate and with tracking the status of orders. There is another team member who has primary responsibility for RGAs and parts. There are dedicated team members whose sole focus is customer service. Segmenting responsibilities enables Miller’s Jupiter to deliver exceptional customer service. Marketing effectiveness is another key criterion for being honored as Showroom of the Year. Miller’s Jupiter has excelled in that arena as well. “I’ve been fortunate to choose the right marketing avenues,” Vicki explained. “I was able to get in on the ground floor of several influential publications when they first started publishing. Today, magazines such as Florida Design are stalwarts among design professionals. We have been advertising with Florida Design almost as long as it has been published.” The advertisements continued on page 22 February 1, 2008 NEWSLEAK 21 Miller’s Profile continued from page 21 that Vicki places cater to the luxury consumer. They stress not only design differences, but also the experiential differences that customers can expect from Miller’s Jupiter. The showroom itself is a reflection of the owner, stylish and elegant with a hint of whimsy. Vicki is a stickler for creating the right impression. She is uncompromising when it comes to the appearance of the showroom. Vicki and her team recognize that first impressions in the showroom business can be lasting. Particular attention is paid to creating visually appealing window displays that are changed frequently. Her approach to showroom displays is positively unique. “Instead of simply placing together vignettes, we try to tell a story with each display,” Vicki said. The displays feature more than decorative plumbing and hardware components. Each display is carefully decorated with accessories, towels, soaps, etc. Almost everything that you see in the Miller’s Jupiter showroom on a display is available for sale. Displays are changed frequently to keep the showroom from stagnating. Miller’s sponsors four designer events annually in the showroom. It is important the showroom’s appearance to be fresh and inviting not only for repeat customers but also for the staff. Vicki understands and appreciates the value of real estate and wants to make the most of her turf. She also realizes her strengths and limitations. “I know what I don’t know,” Vicki explained. And when she needs assistance, she is not afraid to ask for help. She turned to Hank Darlington to help her better understand the financial operations of running a decorative plumbing and hardware showroom and to take it to the next level. Vicki relies on the DPHA Education Program to help train her staff. She uses DPHA’s consumer message brochures to effectively educate her customers and build better relationships with the trades. She relies on designers to help with color schemes for her showroom and showroom displays. Vicki uses the DPHA employee evaluation program to assess if prospective employees are the right fit for her corporate culture. She capitalizes on team member’s talents to create meaningful differences that set her apart from the competition. “I have a team member who has a skill with flower arrangements. We use her talent to help enhance our displays. One team member has a contact that does mural painting and another who has design talents.” In fact, staff generates most of the display ideas that contribute to the showroom’s success. “Allowing team members to create displays February 1, 2008 that capitalize on their talents is essential and helps to assure that the staff is part of the decision-making process,” Vicki said. Vicki is a firm believer in empowering her staff by asking them to provide input regarding product lines, advertising campaigns, receivables and financial operations and almost every aspect of the showroom. It is her willingness and ability to empower her employees that has enabled Miller’s Jupiter to lay claim to having one of the most experienced and professional staffs in South Florida. “At this point, I can guarantee that we have the most professional, knowledgeable staff within 40 miles of the showroom,” Vicki claimed. “My team is goal oriented and has a do-whatever-it-takes attitude to help ensure that we are successful. Being named Showroom of the Year was an honor that was shared by the entire team.” Up Close Name: Vicki Findley Title: President Company: Miller’s Fine Decorative Hardware & Plumbing, Jupiter, FL Hobbies: Horseback Riding, Pilates, Going to the Beach Favorite Place to Horseback Ride: Any Beach Favorite Movie: American President Changes She Would Like to Make to the DPH Industry: Have showrooms be showrooms and have wholesalers wholesale. Persons She Would Like to Have Dinner With: Robert Redford, Oprah Winfrey and Sid Miller NEWSLEAK 22 Bathroom vanities for winners! DPHA Revises Faucet Manual continued from page 17 ed, enabling showroom staff and others to quickly become familiar with operating requirements, terminology and relationship selling. Faucets presents specific concepts, materials and application processes in an easy-to-understand format. Included in the manual are suggested questions that sales professionals need to ask to obtain a better understanding of buyers’ needs and preferences. At the end of the chapter is a “Chapter Review.” The review includes a series of multiple choice questions, matching questions and critical thinking questions. The Chapter Review helps showroom principals and managers evaluate employee knowledge and the amount of information retained. It helps to identify future training needs and offers guidance to prepare employees to sell in a showroom environment. The objectives of the Faucets manual are to: • • • • • • • Explain the different types of faucets on the market Explain the difference in materials used to manufacture faucets Explain the different types of valves used to make faucets Review faucet styles Explain different drain options Discuss hands-free faucets Define industry nomenclature The manual explains pictorially and verbally the difference between single-hole, four-inch center sets, eight-inch, centerspread, wall-mounted, bridge and other types of faucets. The range of materials used to manufacture faucets is discussed. New to the 2008 edition of the Faucets is a style guide. The general characteristics of traditional, transitional, contemporary, English Country, Asian, Southwestern, Gothic and Eclectic faucet styles are described. DPHA advises showroom sales staff to ask clients about the style of their home so that they can direct them to products that match. Showroom sales professionals need to be familiar with different styles to demonstrate their expertise and establish an immediate rapport. The style guide was added to help sales staff direct customers and clients to the faucets that fit the décor of their home. The manual includes a section on hands-free faucetry, which is expected to become increasingly important as the green movement makes further inroads into American consumer preferences. Additionally, there is a section on faucet valves that describes the functional and performance differences between ceramic discs, compression and ball valves. The Lavatory Drain section describes the differences between pop-up drains, lift and turn drains, stainers and bowls that employ drains with chains and stoppers. The manual also addresses coverplates, escutcheons, aerators and the direction handles should turn. DPHA members may download a copy of the revised faucet manual from the DPHA members’ only section of the web site, www.dpha.net. The DPHA Education Program is not sold to nonmembers at any price. President’s Message continued from page 3 differences between products sold in showrooms and those sold elsewhere. The Awards Committee, under the direction of cochairs Melissa Allen (Cobblestone Court), Tim Murphy (Klaff’s) and Jim Tomafsky (Mountain Plumbing Products), has kicked off DPHA’s 2008 Awards Program. Previous award winner profiles now appear on the web site. In the near future, members will be able to submit nominations online. The goal of the DPHA Awards Program is to recog- DECEMBER 15, 2007 nize and promote outstanding achievement in our industry. Nominating peers helps DPHA achieve this goal. DPHA committees are clicking on all cylinders to bring the membership dynamic programs and benefits that create true competitive advantages. Debbie Miller President NEWSLEAK 24 Ì > -Ì -Ìi> i> - Üi - ÜiÀ iÀ iiÀ>ÌÀà iÀ iiÀ>Ì Àà >Ài >Ài Ài>Ìi` Ài>ÌÌi` µÕ> When you know the he facts, ther there e truly y is no comparison. NEW NE EW Offer your clients Offer nts the most innovative tive and finest quality ity steam shower equipment and contr controls trols available: U U U U U iÃ} iÃ}i` }i` - ÜÀ - ÜÀ Display Di Displ l and lay d Consumer C ÌiÀ>ÌÕÀi° ÌiÀ> >ÌÕÀi° Ìi«À>ÀÞ >` > /À>`Ì> / À>`Ì> à ÜiÀ VVÌÀ VÌÀà à >` ÃÌi> i>`à -iÀ -iÀiÌÞ iÌÞ } Ì E ÕÃV -ÞÃÌi ÜÌ >` >` i` i` ÀÀiÌi iÌi >` ÛVi ÀiëÃi Àië «Ã >ÃÌ-Ì>ÀÌ™ / /iV }Þ iV i }Þ -Ìi> ÃiV`Ã Ì ÕÌiÃt ->ÀÌ-Ìi>™ 1Ì>Ìi Ìi«iÀ>ÌÕÀ Ìi«iÀ>ÌÕÀi i >Ìi>Vi i>à ÕÌ>Ì ÕÌ>Ìi Ìi VvÀÌt viÌi Ü>ÀÀ> Ü>ÀÀ>ÌÞ ÌÞ Þ more. …and so much mor e. For information on on ThermaSol products or becoming an authorized horized dealer, dealerr, please contact West Coast: West Coast: 800.776.0711 800.776.0711 East East Coast: Coast: 800.631.1601 800.631.1601 www.thermasol.com w www .thermasol.com Gold Circle Sponsor SPOTLIGHT KWC America In 1874, a Swiss entrepreneur Adolf Karrer established a manufacturing company in Unterkulm, Switzerland to make mechanical musical boxes. In 1880, he added a foundry to the factory without the slightest idea that this small, local foundry would mark the beginning of a long journey that in the twenty first century, would lead to the internationally renown company, KWC AG. In 1897, Walter Ruginbuehl began to manufacture faucets, producing the first small “gas taps.” By 1902, the company parted with musical boxes forever, preferring the music of the finest metals tuned to the highest quality in the production of performance-driven faucets. When Chris Marshall, the new president and CEO of KWC America, visited Unterkulm after joining the company in February 2007, he was struck by the beauty of this charming, quaint little town nestled in the glory of magnificent Alps. Smitten by the beauty of the centuries-old, classic Swiss landscape, Marshall was greeted with a presentation of KWC’s top-notch, modern faucets that are the very reflection of everything cutting-edge and innovative in the kitchen and bath industry today. “I could see that KWC product designers are clearly inspired by their surroundings,” recalls Marshall who prior to KWC held various executive positions in the kitchen and bath industry Hansacanyon including group February 1, 2008 vice president of Masco Corporation and president of Hansgrohe, Inc. “KWC does not focus on its competitors, but on how to build better products that offer innovative design and superior function,” he says. Headquartered in Norcross, GA, KWC America is part of the HANSA Group and one of the leading suppliers of luxury kitchen and bath faucets, sinks, shower systems and accessories in North America. In the 1980s, KWC was acquired by HANSA whose products KWC America sells in addition to the KWC brand. For more than 130 years, KWC has defined Swiss excellence, being number one in its product category with nearly a 40% market share in Switzerland. The company is proud to be the first faucet manufacturer in Switzerland to receive the ISO 9001 Quality Assurance Certificate. HANSA is world-renown for its innovative and groundbreaking designs in the bathroom industry. According to a national German survey of plumbing professionals, HANSA has been the number one plumbing brand among German plumbers for 15 consecutive surveys. Plumbing professionals in other parts of Europe have specified the brand for decades due to its unprecedented reliability and safety. Many HANSA bathroom products are the creations of the legendary automobile designer, Bruno Sacco, who used to work as head designer for Daimler-Benz (Mercedes). HANSA also works with other prominent German designers and designer firms such as NOA Design that have brought the company numerous prestigious awards. Both the KWC and HANSA brands continue to evolve in Europe and the United States. “KWC will remain an exclusive Swiss luxury brand focused on innovative kitchen faucets and sinks with a specific distribution strategy that targets high-end showrooms,” says Marshall. “HANSA will continue to deliver a full range of bath products on a semi-exclusive basis, offering uncompromising quality, design and service.” In addition to building on KWC’s momentum, part of continued on page 27 NEWSLEAK 26 KWC America Profile continued from page 26 Marshall’s efforts is to ensure the successful long- term development of HANSA products in North America. The initial introduction of HANSA in North America spurred serious interest in the brand, but showed that the products needed to be better tailored to the technical requirements of the U.S. market. “Now we are ramping up to successfully reintroduce a HANSA that has a lot in store for the American consumer,” Marshall explains. “Our goal is to offer our direct customers the best of both worlds as it relates to returns on investment versus high consumer demand.” Marshall is convinced that despite the fact that traditional-style products still account for the biggest volume of sales in the U.S. kitchen and bath market, the trend is moving in the direction that favors modern European design, and it’s not a fleeting fascination with the sleek and stylish foreign looks, but a trend that will stay. ing custom-made shower systems or designing customized kitchens as the company has learned that these services have become increasingly popular with consumers. Other courses explain the technical side of KWC and HANSA products to make sure that attendees Hansaclear Lux Hand Shower walk away with knowledge and skills they need to install them. “Our mission is to be understood, advocated, and be the product of choice for the design community in the United States,” says Marshall. “We reach out to design professionals through a series of design and support programs. We plan to train more than 1,000 plumbing professionals annually,” he relates. KWC America’s dedication to progressive training is strengthened by the creation of its new, 9,000 sq. ft. training facility Aquapunkt™ located just north of Atlanta, GA. The name Aquapunkt™, derived from the words “aqua” meaning water and the German word “punkt” meaning point, represents a meeting place to experience water in all of its forms and functions. Aquapunkt™ will train sales professionals, interior designers, architects and plumbers and provide them with the tools they need to specify, sell, and service KWC and HANSA products. KWC America has kept busy ensuring the effectiveness and wide reach of its training programs. The challenge of promoting two foreign brands is not an easy one, and the company president is acutely aware of the differences between the European and U.S. markets. “Working with two world-class companies offers us a lot of product opportunities. However, we have to be diligent and make sure that they all are ready for the North American market,” Marshall explains. “In Europe, it is customary to use one-hole faucets, but in America the three-hole faucet is more commonplace. We received a lot of feedback from our customers, and in response, HANSA has begun to develop new three-hole faucets. Also, European plumbing professionals are used to thermostatic valves, while American installers deal primarily with pressure balance valves, so we are ramping up this assortment as well.” Hansastela February 1, 2008 The company relies on showrooms to connect its products with the design community and tailors its training programs “to make specification and selling a lot easier.” Some of its programs are specifically devoted to specify- The company is not limiting its efforts just to accommodating the needs of the American market. It also takes on some pioneering roles, for example, in developing products for an aging population and people with limited physical abilities. Europeans representing these groups don’t favor bath and kitchen products with hard to grip levers or designs that are difficult to use. They have created demand for “universal design” products – various hands-free and touch-pad devices that can be used by all. The trick is not to produce faucets whose design obviously serves physically challenged demographics. “Nobody likes to be reminded of their challenges and prefers to use universal products that, instead of showing people’s weaknesses, appeal to their vitality. KWC and HANSA are comcontinued on page 29 NEWSLEAK 27 Newsleak Color Advertising Opportunities Newsleak is DPHA's official newsletter. The publication supports the organization's mission to increase professionalism and assist in the development of stronger partnerships among independent showrooms, manufacturers and manufacturer representatives. Established in 2002, DPHA is the nation's largest association of decorative plumbing and hardware professionals. Newsleak is published 8 times a year and issued to nearly 500 DPHA members. Rates and specifications for advertisements are as follows: Member Rates 4 Color Ads Size 1X 3X 1/4 $525 $1,335 1/2 $670 $1,800 Full $1,015 $2,610 8X $3,00 $4,500 $6,000 Nonmember Rates 4 Color Ads Size 1X 3X 8X 1/4 $1,050 $2,055 $6,000 1/2 $1,335 $3,600 $9,000 Full $2,025 $5,220 $12,000 Member Rates 2 Color Ads Size 1X 3X 1/4 $350 $890 1/2 $445 $1,200 Full $675 $1,740 8X $2,000 $3,000 $4,000 Nonmember Rates 2 Color Ads Size 1X 3X 8X 1/4 $700 $1,780 $4,000 1/2 $890 $2,400 $6,000 Full $1,350 $3,480 $8,000 Rates are not subject to agency commissions. PREFERRED LOCATIONS Back Cover add 25% of the cost Inside Front Cover add 20% to the cost Inside Back Cover add 15% to the cost Two color black and PMS 876 (metallic gold) Dimensions 1/4 = 7.25 wide by 2.25 high or 3.5 wide by 5 high 1/2 = 7.25 wide by 5 high or 3.5 wide by 10 high Full = 7.5 wide by 10 high For more information, contact DPHA at 1-888-411-8477. Awards continued from page 18 Criteria for the award include: ● ● ● ● ● Training programs Customer service Involvement in and support of the industry Professionalism Demonstrated ability to create value for lines and showrooms Cool Lines USA (2006) Silvertip Marketing (2007) Magruder Associates (2007) Nominations are due June 15. Download nomination forms online at www.dpha.net. To obtain more information, call the DPHA office at 1-888-411-8477. Previous Winners Williams Marketing (2005) Luxury Marketing (2005) Hot2Cold (2006) February 1, 2008 NEWSLEAK 28 KWC America Profile continued from page 27 mitted to producing these kinds of products,” says Marshall. One example is the Hansacanyon faucet that features a touch-pad control for ease of operation and illuminates the stream Hansamurano E of water with a LED light band that changes from blue to red indicating the water’s temperature. As observed by the industry’s media, “this thing is guaranteed to blow the minds of your bathroom guests,” but it is also extremely user-friendly. The newest addition to the award-winning Hansamurano collection, Hansamurano E faucet features a proximity sensor and a manually operated temperature preset mechanism. The sensor allows the faucet to create a cascading waterfall of water in response to the wave of a hand or by touching the faucet. The water flow automatically stops when the pre-set running time elapses or when the sensor is activated a second time. Supporting innovative design and function helps both brands be widely noticed and appreciated in the super competitive marketplace. The acumen of HANSA Group’s designers comes to the consumer on both sides of the Atlantic in the form of frequent product extensions, new products and series. For example, the new Hansacolourshower offers an experience of a new kind of wellness that pampers you with lighting effects in all colors of the rainbow in addition to enjoying the pleasures of a gentle stream of water from above or a water massage with the showerhead from the side. This shower system uses high-performance LED lights that create a chromatherapytic effect to reduce stress and promote well-being. The Hansamotion February 1, 2008 Hansacolourshower and the Hansaclear lux hand shower cover the entire color spectrum from soothing shades of blue and green to energizing tones of red and orange. HANSA also has responded creatively to the emerging trend that inspires people to experience water in Hansacolourshower forms found in nature. A 2007 Good Design winner, the Hansamotion faucet captures the grace and beauty of a naturally flowing river, according to NOA’s chief designer Michael Lammel. As the water pours into the basin, the water takes on a fascinating braided form as it flows across the curved body of the fitting. “In order to design the Hansamotion collection, I toured and studied numerous rivers and lakes to truly understand how water moves throughout nature,” said the designer. “My goal was to design a faucet that mirrors the beauty of nature, while still maintaining the functionality needed in a home bath environment.” Innovative design and new product offerings provide KWC America a competitive advantage and helps the company to promote and sell its brands. DPHA also is here to help. “Among the many benefits of KWC America’s participation with DPHA, is the ability to effectively reach the leading decorative plumbing and hardware professionals,” says Marshall. “KWC and HANSA have unique features and benefits that only a professional can appreciate. Our research indicates that more discerning consumers utilize industry professionals when determining products for their home. This is why DPHA is a key partner to our company.” KWC America is looking forward to further invigorating its brands and bringing the best of European design to the United States. NEWSLEAK 29 New Members DPHA offers a hearty welcome aboard to the following new members: Dealers Lee Supply, 6610 Guion Road, P.O. Box 681430, Indianapolis, IN 46268; 317-844-4434; 317-7055338 (f); [email protected] (e); www.leesupply.net. The DPHA contact is Kelly Dolan. The company operates eight showrooms. New York Hardware, 1603 Superior Avenue, Costa Mesa, CA 92627; 949-631-0631; 949-631-0613 (f); [email protected] (e); www.nyhardware.com. The DPHA liaison is Scott Sarkisian. David Wilke sponsored the application. Rim Plumbing & Heating Supply, Inc., 28 Jones Street, Newburgh, NY 12550, 845-565-5220; 845565-3908 (f); [email protected] (e); www.rimsupply.com. The DPHA contact is Operations Manager Roxanne Lopilato. The company operates two showrooms. David Goldberg from Damar Sales sponsored the application. Vic’s Supply Company, Inc., 1864 Goodyear Avenue, Ventura, CA 93003; 805-643-4565; 805-650-5400 (f); [email protected] (e); www.vicssupply.com. Company President Andy Lyskin is the contact. Manufacturers Houzer, 26 Van Dyke Avenue, New Brunswick, NJ 08901; 800-880-3639; 877-880-3654 (f); [email protected] (e); www.houzersink.com. Ken Fey, VP of Sales and Marketing, is the DPHA liaison. The company specializes in bathroom and kitchen sinks. Jim Rennolds, Al Rykus and John Strong sponsored the application. Sedona Bronze Sinks, 2107 Yavapai Drive, Sedona, AZ 86336; 928-204-2913 (p & f); [email protected] and [email protected]. Co-owners Robert Myers and Richard Koury are the DPHA contacts. The company manufactures bathroom sinks. Sherle Wagner International, 300 E. 62nd Street, New York, NY 10065; 212-758-3300; 317-466-1091 (f); [email protected] (e); www.sherlewagner.com. John Cairo is the DPHA February 1, 2008 contact. Jeff Burton sponsored the application. Sherle Wagner manufactures accessories, sinks, tubs, vanities, lighting, toilets/bidets, bathroom faucets and fixtures, cabinet hardware and wallpaper. Representatives RG Marketing Group, Inc., 1916 Crain Highway South, Suite 20; Glen Burnie, MD 21061; 410-7878744; 410-787-9449 (f); [email protected] (e); www.rgmgi.com. Julie Latzo is the DPHA contact. The rep agency serves Pennsylvania, DC, Maryland, Virginia, West Virginia, Delaware and Southern New Jersey. Jamie Gregg sponsored the application. K.L. Nicolai & Associates, Inc., 2440 North Glassell Street, Suite E, Orange, CA 92865; 714-974-6334; 714-282-2841 (f); [email protected] (e); www.klnicolai.com. Kristi Nicolai is the DPHA contact. The agency serves California, Nevada, Arizona and New Mexico. Mike Mayo sponsored the application. The Ronald T. Scala Company, Inc., 5934 N. Wildwood, Chicago, IL 606036; 773-774-9651; 773774-9653 (f); [email protected] (e); www.rtscala.com. Ronald T. Scala is the DPHA contact for this agency that services N. Illinois, Indiana, Michigan and Wisconsin. Al Rykus, Tony Musso, C.J. Schnakenberg and Bob Lando served as application sponsors. Steadfast Sales & Marketing, Inc., 423 Diem Woods Drive, New Holland, PA 17557; 717-351-0472; 717351-0473 (f); [email protected] (e); www.steadfastsales.com. Douglas Ellsworth is the DPHA liaison. The agency serves New Jersey, Delaware and Eastern Pennsylvania. Ultimate Marketing Associates, Inc., 1165-D Chess Drive, Foster City, CA 94404; 650-287-4340; 650287-4344 (f); [email protected] (e); www.ultimatemarketing.com. Bob Bredel is the DPHA contact. The agency serves Southern California, Arizona and New Mexico. NEWSLEAK 30 The Upside of a Down Economy The picture does not look bright. Oil prices have surpassed the $100 a barrel milestone before heading south. The dollar has reached an all-time low against the euro. Many an economist believe that inflation is a problem and recession is around the corner if it has not already arrived. The subprime mortgage debacle continues to weigh heavily on the economy. Yes, 2008 is shaping up to be challenging indeed. That does not mean you have to throw in the towel and try to simply survive until the rebound occurs. In fact, down economies historically have created opportunities for savvy entrepreneurs. call centers in Tampa, Chicago and Dallas. The decisions that major corporations make can benefit the stealth and nimble independent business because they provide access to talent that may be laid off or looking to better their position with your company. Taking a glass is half full approach can yield significant benefits. It begins by accepting the fact certain things you simply cannot control. There are other elements of your business in which you have total control. Can you take advantage of the softening real estate market to buy your building, open in new locations or negotiate lease terms even if your lease is not up for renewal? The downturn in real estate markets also may prompt many homeowners to look at making improvements instead of buying new. It is far easier to obtain a home equity loan than it is to qualify for a new mortgage. Now is the time to expand your marketing efforts as opposed to cutting back. Sponsor new product introductions, training sessions, design competitions and other activities that appeal to the design community and trades. Showrooms, representatives and manufacturers can partner to delve into niche markets that may not have been served or have been under served. Recent postings on the DPHA web site report that multibranch retailers and publicly traded companies are discounting for the first time, slashing expenses and employees. According to the February 1 Atlanta Journal Constitution, Home Depot announced that it was cutting its workforce by 10% at its headquarters. Two months earlier Big Orange reported a 27% decline in third quarter earnings and announced that it was closing three Focusing on profits instead of sales is another effective strategy to respond to a tough economic climate. If you expect your sales volume to decline, focus on profitability rather than growth. Analyze the lines/showrooms that provide the greatest return on investment. There is a natural tendency to look at the downside of every situation. There are opportunities in down markets that if properly capitalized upon can make lemonade out of lemons. ISH Wish DPHA Wish DPHA will soon be surveying members to determine if anyone is interested in DPHA organizing a trip to ISH, March 10-14, 2009. If there is sufficient interest, DPHA will make arrangements to tour the international show with the possibility of visiting European factories as part of the trip. We can’t provide a lot of details until we know how many people would be interested. Please be on the lookout for the survey to be issued at the end of February. The DPHA Membership Committee is currently surveying members to determine members’ familiarity with the benefits of DPHA membership, the extent members take advantage of the benefits available and to determine future benefits that members would like for DPHA to provide in the future. One of DPHA’s strategic objectives is to perform a needs assessment. This survey is a first step in accomplishing that goal. Please log onto the DPHA web site, www.dpha.net, and complete the survey. February 1, 2008 NEWSLEAK 31 Greenwashing The recent surge of environmental awareness in the country has had a profound effect on construction. The green building movement is gaining momentum, and developers, hoteliers and homeowners are trying to find ways to “green” their practices when they can. That often involves buying green products. However, these well-intentioned attempts and goodwill from industry professionals can easily be harmed or negated by the rise of “greenwashing” – false or misleading green marketing claims. According to a study of environmental claims in North American consumer markets, well-intentioned consumers may be misled into purchasing products that do not deliver on their environmental promises. PA-based TerraChoice Environmental Marketing Inc. conducted a survey of 1,018 consumer products bearing 1,753 environmental claims in six category-leading big box stores. It found that of the 1,018 products, all but one “made claims that are demonstrably false or that risk misleading intended audiences.” The study identified six patterns, or six sins of greenwashing, all of which relate to an act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service. It tested claims of the products surveyed against current best practices in environmental marketing. The sources for these best practices include the International Organization for Standardization (ISO), the U.S. Federal Trade Commission, U.S. Environmental Protection Agency, Consumers Union, and the Canadian Consumer Affairs Branch. The six sins of greenwashing identified in the TerraChoice study are: • • • • • • Sin Sin Sin Sin Sin Sin of of of of of of the Hidden Trade-Off No Proof Vagueness Irrelevance Fibbing Lesser of Two Evils Sins of Hidden Trade-Off and No Proof The Sin of the Hidden Trade-Off was the most common sin encountered in 57% of the products. According to the TerraChoice study, this sin is committed by suggesting a product is “green” based on a February 1, 2008 single environmental attribute (the recycled content of paper or metal, for example) or an unreasonably narrow set of attributes (recycled content and chlorine free bleaching) without attention to other important, or even more important, environmental issues (such as global warming, energy and water consumption and impacts on forests). “Such claims are not usually false, but are used to paint a ‘greener’ picture of the product than a more complete environmental analysis would support,” the study found. For example, insulation products often claim indoor air quality benefits without attention to other environmental aspects such as recycled content, which could be so low that the product cannot be recycled in an environmentally safe manner. Product groups that are primarily affected by the Sin of the Hidden Trade-Off include office technology (printers, copiers, fax machines, ink cartridges) that promote energy efficiency without attention to hazardous material content, indoor air quality or compatibility with recycled paper. Other product groups frequently guilty of greenwashing are laundry and dish detergents, air fresheners, bathroom cleaners, flooring laminate, bags, multi-purpose cleaners, wood panels and pesticides. The second most frequent sin, Sin of No Proof (26%), is defined as any environmental claim that cannot be substantiated by easily accessible supporting information or by a reliable third-party certification. For example, many lamps and lights claim energy efficiency without any supporting evidence or certification. Sins of Vagueness and Irrelevance The Sin of Vagueness (11%) is committed by products whose green claims are so poorly defined or broad that their real meaning is likely to be misunderstood by the consumer. For example, garden insecticides promoted as “chemical-free” commit the sin of vagueness. “Chemical-free” and “Non-toxic” are one of the most common greenwashing statements. “Nothing is free of chemicals” and “everything is toxic in sufficient dosage,” explains TerraChoice. All plants, animals, humans and the products they produce are made of chemicals. Such seemingly innocuous substances as water, oxygen and salt all are continued on page 34 NEWSLEAK 33 Greenwashing continued from page 33 potentially hazardous. Other familiar claims like “All Natural,” “Green”, “Environmentally friendly”, or “Eco-conscious” are “utterly meaningless without elaboration,” claims TerraChoice. The green claims of “100% natural” bathroom cleaners surveyed in its study did not explain what natural is. The Sin of Irrelevance is more rare and accounts for just 4% of green claims. This sin is committed by making an environmental claim that may be truthful but is unimportant and unhelpful for consumers seeking environmentally preferable products. For example, some products claim that they are free from chlorofluorocarbons (CFCs) – a principal contributor to ozone depletion, even though CFCs have been banned for almost 30 years, and no manufacturer includes them in their products. However, the CFC-free claim for insecticides, window cleaners and disinfectants can be easily found in the market. CFC-free claims are totally irrelevant and may serve to distract the consumer from finding a truly greener option. Sins of Fibbing and Lesser of Two Evils The Sin of Lesser of Two Evils (1%) is the sin of making green claims that may be true within the product category, but the whole category is of questionable environmental value. The most common examples include “green” insecticides and herbicides and “organic” cigarettes. Finally, the Sin of Fibbing is committed by making false environmental claims. The TerraChoice study found that only a few products commit the Sin of Fibbing by misusing or misrepresenting the certification by an independent authority. For example, a caulking product may claim to be “Energy Star” registered, but the official Energy Star web site suggests this is false. How to Avoid Greenwashing? The TerraChoice study showed that greenwashing is pervasive and harmful to the consumer and to the manufacturers making those claims. Greenwashing misleads well-intentioned consumers into buying products that do not deliver on their environmental promise. It slows down the penetration of real environmental innovation in the marketplace by taking market share away from products that offer more February 1, 2008 legitimate environmental benefits. It also may contribute to cynicism and doubt about all environmental claims, which can result in fewer financial incentives for green product innovation and manufacturing and more government regulations. To counteract green washing practices, the government and standard-setting organizations are becoming more proactive. The U.S. Federal Trade Commission has developed guidelines for proper use of environmental claims. The International Organization for Standardization, in ISO 14024, establishes guidelines for proper use of environmental information. Notwithstanding these efforts, greenwashing continues to be widespread. TerraChoice suggests looking for reliable eco-labels such as EcoLogoCM or Green Seal. Eco-labeling is included in ISO 14024 standards and recognized around the world. If a product has EcoLogoCM or Green Seal label, it means that it has been certified by a qualified and independent thirdparty. Increasingly, decorative plumbing and hardware manufacturers are striving to improve the environmental performance of their products. Caution should be exercised. Making claims that showerheads are green because they include flow restrictors may not tell the entire story. Flow restrictors are required by code. If you sell 1.6 gallon toilets as green that also could be interpreted as misleading because they also are required by code. Decorative plumbing and hardware products by their very nature cannot easily be environmentally friendly. Most brass fixtures contain lead. Shower system with multiple spray devices and large soaking, jetted or air tubs are not water efficient. Genuine environmental leadership is rewarded in the marketplace by price premiums, public respect and increased visibility. Americans who increasingly use their spending as an expression of their environmental commitment are potential customers. This is why it is important not to get discouraged by the flow of false or misleading green marketing, but use better judgment in marketing and selling products that are genuinely environmentally preferable. Doing so will benefit your business, your customers and the planet. NEWSLEAK 34 GET THE EDGE ON YOUR NEXT DESIGN PROJECT... With the leading rep agency in the kitchen and bath industry. Luxury Marketing is a full-service agency located in the New York, New Jersey area that has been catering to the needs of architects, designers, hotel specifiers, builders, wholesalers, contractors and showrooms since 1986. COMING SOON: Luxury Marketing unveils a new Warehouse, Showroom and Training Facility! Toll free: 877-366-5893 www.luxurymarketing.com [email protected] LACAVA ® February 1, 2008 NEWSLEAK 36