Ready to talk about all that freight backed up in ports around the world? Or the consumer displeasure that’s stacked up right alongside it? It’s a mess.  Cam and Tyler take on the topic with their trademark humor intact, breaking down this global phenomenon into flooring industry specifics. They also propose options to help retailers mitigate inventory shortages and restore customer confidence.  It’s no secret that the two forces stressing supply chains are the ongoing pandemic and expedited customer expectations. The former is a once-in-a-generation anomaly; the latter, a calculated modification of consumer behavior by online shopping behemoths like Wayfair and, of course, Amazon. Couple those factors with labor market shortages, and you’ve got a recipe for global disruption.  “I think consumers' expectations over the years have swayed to where they expect that same type of service and delivery when they go to buy flooring,” observes Cam. The pandemic kept a lot of folks at home. As a result, they invested more in their surroundings. But it also meant fewer people remained physically on the job to make or move products. You don’t need a degree in logistics to realize that this cycle would eventually lead to restocking issues. There’s no one solution to the backlog or delivery delays, but Tyler advises retailers to concentrate on what they have right now: their stock on hand and the Primco sales tools at their disposal––like displays and NextGen platform. When consumer patience is stretched thin, quick access to meaningful inventory detail via NextGen can close a sale. He’s also keen on using this time to assess retail sales environments. “Right now is a great time to pull, to refresh, to move out the displays you don't want and put in the ones you do want.” Especially if those cards sway buyers toward easily accessible product. Sure, stock drives sales, but salespeople build relationships that translate into repeat business. As an owner, “if you’re not involving your staff in helping make selections of colors and things like that, you may make the wrong decisions,” Cam says about the products you opt to keep on hand in the future. “If they’re involved in the process, I think they’ll own it more; they’ll move the inventory for you as well.” MENTIONED IN THIS EPISODE KWYS - Innovating to Thrive: In and Beyond COVID KWYS - Leading the Pack: Next Gen Technology and Future Focus with guest Angela Baldwin *** Know Where You Stand is produced and edited by The Creative Impostor Studios. To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep.  We know where we stand, so you know where you stand. 

In this thrilling capper to their previous conversation, Cam and Tyler welcome Chris Maskell, CEO of the National Floor Covering Association, to discuss steps that distributors, installers, and even homeowners can follow to ensure a flooring product’s properly installed and long-lasting. It’s no secret that flat floors are the foundation of every successful installation. What may come as a surprise is just how many installs go south from the start. “Seven out of ten floors will need some corrective work. Two of them will be a lot of money, much more than you want to spend,” Chris says. He warns that one of those surfaces will prove so inferior that the installer must scrap the hardwood or laminate altogether in favor of carpeting. “It's not easy to flatten sub-floors. It's not a science that's written into a book.” Consumers want what they want––without the added expense of paying for something they don’t see. Chris acknowledges that having these conversations beforehand is difficult but that a bit of discomfort upfront beats a protracted claims headache down the road. Cam agrees and he also understands why folks avoid the topic of corrective subflooring costs due to the competitive nature of the industry. That said, he’s a vocal advocate for education and transparency, even at a cost. “It goes back to just being willing to walk away from a job when it doesn't feel right.”  According to Chris, equitably pricing subflooring on a job is a simple matter of choosing between option A and B. “One is fixed-price, and the other is cost-plus.” His caveat is worth noting: “The homeowner always wants fixed-price. I would never do fixed price.” While the difference in dollars is utmost on the consumer’s mind, that subflooring education can make a difference in swaying their point of view and locking in a customer (plus referrals!) for life. As above, so below the old saying goes. Jobsite temperature checks and proper transitions work with a beautifully laid subfloor to create a spectacular end result. The haunting creak of hardwood or dreaded snap! crackle! pop! of laminate is better avoided with better prep and greater education. “Your installers are the jewels in your crown if you're a dealer,” Chris says. “Respecting them and involving them in the conversation will make them much more inclined to do what you need them to do.”   Contact [email protected] directly to get your copy of the NFCA onsite prep checklist. *** Know Where You Stand is produced and edited by The Creative Impostor Studios. To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep.  We know where we stand, so you know where you stand. 

Installation standards. You can’t talk about one of Cam’s favorite subjects without also mentioning claims. The National Floor Covering Association works tirelessly to promote the former and minimize the latter. NFCA CEO Chris Maskell joins Cam and Tyler to discuss professional outreach, inspection procedures, and membership benefits. Whether you’re an NFCA-curious commercial contractor, distributor, or manufacturer or utterly unfamiliar with the organization, Chris’ case-file anecdotes and wall-to-wall explanations beautifully illustrate NFCA’s impact on the industry.  Regardless of which category an NFCA member occupies, the claims process can be a challenging time. “One of the benefits of an unbiased, not-for-profit association [is] the association obviously has no skin in the game.” By ordering an inspection for a claim through NFCA, all parties can rest easy knowing that bias has been decoupled from the final report.  NFCA’s end goal is to minimize the number of commercial flooring claims by fixing the initial job spec. “What’s the point of getting a good installer on site if he just runs into a spec that doesn’t make any sense?” Chris asks. To support industry-wide quality assurance, the organization publishes a minimum standards manual available to all members. The comprehensive nationally recognized resource details protocols for properly installing myriad floor coverings and is an indispensable tool for bridging the gap between architects, materials manufacturers, and grade-A installers.  NFCA offers members peace of mind at the onset of an install and, if necessary, during the claims stage. So, the only question is: why aren’t you a member yet? Download NFCA’s easy-to-use consultant’s design spec and pricing for Quality Assurance Program here. *** Know Where You Stand is produced and edited by The Creative Impostor Studios. To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep. We know where we stand so you know where you stand. 

The future of customer experience is here and Primco’s got it! Cam and Tyler welcome back Operations Manager Angela Baldwin to introduce Next Gen 2.0, our online ordering platform designed with your feedback and ease of use in mind. You already know that Primco leads the industry on the ground. Now, go behind the scenes to learn about our latest technology upgrades. From real-time inventory tracking to enhanced AI, Primco is committed to supporting our retail partners 24/7 for years to come. “Every time you launch, you’ll get customer feedback, which is great,” says Angela. With almost 30 years worth of experience at Primco, she knows a thing or two about integrating those wish-list line items into everyday operations. Almost as soon as Primco launched the first iteration of our online ordering platform, we went to work fine-tuning v2.0. We streamlined the order process to just five clicks and added more tools to help customers check availability and take advantage of great deals from our specials list. Our users will immediately notice speedier access to data and enhanced accuracy, plus the addition of two great new features: inbound stock inventory and the contact me card. The inbound stock inventory feature lets clients see what’s in the warehouse and the ETA on all arriving orders. That’s a game changer in an era dominated by colossal online companies promising quick delivery, but no customer service   Primco backs its tech with decades of integrity and people-powered know-how. Our seamless transition to v2.0 has “allowed the retail salespeople when they had a person in the store to go, ‘Yeah, I can get that!’” adds Tyler. ”It let them close a sale quicker with the proper information right away.”  Primco’s "contact me" card simplifies communication. “We’ll be happy to check stock with the mill for you and get back to you right away,” says Angela of the feature. But our technological advancements don’t stop at your screen. We’re improving warehouse efficiency through physical environment upgrades and the expanded use of AI to connect customers to their products quicker. These future-focused investments will allow Primco to truly provide 24/7 service whenever and wherever you need us. *** Know Where You Stand is produced and edited by The Creative Impostor Studios. To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep. We know where we stand so you know where you stand. 

The numbers don’t lie: home renovation projects have surged over the last 18 months with no signs of slowing. In the wake of shifting COVID restrictions, homeowners continue to reevaluate their spaces’ look, feel, and function. Retailers, too, have had to figure out how they keep consumers happy while safeguarding everyone’s health. Enter Primco, with leading-edge technology backed by decades of on-the-floor experience. Cam and Tyler welcome their first in-studio guest, Primco Operations Manager Angela Baldwin, to introduce two tools that set the industry standard for pandemic responsiveness: Primco’s at-home sample program and virtual room designer.    Lockdown restrictions have a way of quickly changing consumer behavior. It’s no surprise then that as folks return to some in-person activities, home improvement customers now prefer the ease of virtual access over showroom visits. “It was very apparent we needed to be there,” Angela says of the online design space. Primco embraced the change, guiding retailers through that initial lockdown with on-demand webinars and information that they could share with their customers. Tyler even recorded a few product launches from his garage to keep the ball rolling. That momentum picked up when it came to getting samples into the hands of consumers even as retailers remained closed. “This was our first opportunity to make a great impression with the consumer, and we didn't want to fall down on that,” Angela says. Once again, Primco met the challenge, springboarding off a Mannington® at-home program to establish their own experience. From carpet to laminate, tile to hardwood, both consumers and retailers can confidently select from a wide range of offerings, knowing that their picks will ship within 48-hours. These generously sized pieces arrive via Canada Post, ready to add the instant drama of high-performance products to mood boards and design discussions. For consumers who want to visualize on a grand scale and share their inspiration via social media, Primco’s virtual designer makes it easy to do both. Users simply snap a picture of any room, choose their favorite flooring or mosaic product, and the virtual designer does all the work, transforming what was once dull into something dreamy. Both tools received high marks from Angela, who used them in real life for her COVID-necessitated upgrade. “It was a complete experience, between the virtual designer and between that Canada Post program, in my house as I went through that renovation.”   The pandemic forced everyone to adopt new virtual processes. Digital native cohorts––many of whom are homeowners––ensure that those innovations are here to stay. Angela says that Primco is committed to investing in tech that delights these consumers and supports retailers. ”[I] hope we don't ever lose that momentum of being right on the edge of that technology and pushing ourselves individually to find out what is the newest and greatest out there.” *** Know Where You Stand is produced and edited by The Creative Impostor Studios. To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep. We know where we stand so you know where you stand. 

You’ve pinned your favorite looks from social media. You’ve figured out what you’re willing to spend. Ready to make those decorating dreams a reality? Not so fast...How much do you really know about what that new floor is costing you?  Cam and Tyler know, and they’re here to break down the particulars behind the prices. From application and aesthetics to installation and environmental impact, learn how to help your customers avoid the decision-making pitfalls that lead to years of dissatisfaction underfoot. Hardwood, laminate, tile. The options within each product range are exciting––and endless. So, too, are the price points. “Floor covering is a big decision. It's a big, big cost. It also is a big disruption to your home.” Cam says.  Consumer confusion often drives shoppers to overlook the actual cost of a less expensive choice. Spending a bit more on a higher quality product ensures that the floor wears as well as it looks. For example, when consumers purchase from our Raintree line, they ultimately get more for their money because a larger portion of those dollars goes directly into the product itself, not the installation.  The cost equation extends beyond purchase and installation considerations. Environmental impact adds a host of variables, including materials, manufacturing, and overseas transport, factors that could inflate the bottom line of a cheaper choice––without adding any direct value to the product or your home. There’s a lot to think about, but consumers don’t have to go it alone. “I think it's our job as professional independent retail floor covering stores and wholesalers, to give them the options that will work for them,” says Cam. “When you're doing a floor, remember: get the end price,” says Tyler. You’ll uncover the beautiful, functional flooring of your dreams––on budget. *** Know Where You Stand is produced and edited by The Creative Impostor Studios. To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep. We know where we stand so you know where you stand. 

What, exactly, is waterproof flooring? How does it differ from water resistant? When and where are these products best installed? Cam and Tyler are back to offer valuable insights into everything from waterproof product developments to application considerations, proving that the latest trend underfoot isn’t as dry a topic as it sounds.  While the concept of waterproof flooring isn’t exactly new, laminate flooring couldn’t always lay claim to the title. Once 100% waterproof WPC hit the scene a few years back, laminate producers (along with everyone else) got busy building the innovation into their product lines. Soon, SPCs and even carpet options touted water-repellent qualities. “Every category has had a touch of waterproof added in some sort of marketable fashion,” Tyler acknowledges.  In an industry that has consistently delivered on dependability, waterproof’s sudden popularity created a buzz––and a bit of confusion, especially given the options already in the marketplace: hardwood, laminate, sheet vinyl, etc. “I think people saw an opportunity to jump on something that was a tangible change,” Cam says, acknowledging that there are residential applications where a waterproof product works well. Still, he points out that most water damage is caused by appliance failures (washing machines, dishwashers) and is covered by insurance claims. Ultimately, he says, “water wasn't a big problem that needed a solution.”  Cam advises homeowners to shop beyond the waterproof label and look for products backed by recognized, reputable retailers, vendors, or distributors. Primco’s partnership with Mannington, for example, adds up to 174 years of trusted flooring expertise that consumers can count on. Tyler agrees. “I think, don't pick it because it is waterproof; just pick it for the style. Pick it for the functionality,” he says of Primco’s 100% waterproof Raintree line, a modern hybrid construction with luxurious surface options. “Pick it because it's going to perform the best in the climate that we live in.” *** Know Where You Stand is produced and edited by The Creative Impostor Studios. To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep. We know where we stand so you know where you stand.   

There’s more to Primco Estates® residential carpet program than what’s underfoot. Co-hosts Cam and Tyler take listeners behind the scenes of this innovative, award-winning line. From style to construction, retail display to sales support, Primco Estates has your needs considered––and covered. Three mills. 28 cards. 388 selections total. “This is by far the biggest we've ever got into the residential carpet game, for sure,” Cam confirms. You already know Primco as Western Canada’s premier source for product choice, performance, and value. Estates is an opportunity to launch that legacy to new heights, with thoughtfully-sourced flooring in a multitude of fashion-forward styles. As previous episodes affirm, this 74-year old company places a premium on relationships. Estates carries that core value in its DNA, beginning with a commitment to earth-friendly manufacturers and the exclusive use of PET-based fibers. “You know, to have that eco option of using recycled water bottles and things like that to make fiber, that’s a great twist to the story.” Cam’s got the right idea in mentioning twist. Primco’s passionate about delivering quality products, and nothing elevates great carpet above the rest more than product density, face weight, and, you guessed it, twist level. Primco’s relationship with top-notch craftspeople ensures a silky smooth hand and super soft textures across the entire Estates line. In selecting its mills, Primco looked for partners who could provide designs and palettes in tune with the Western Canadian aesthetic that consumers love. “This is where we live,” says Cam. And this is where Primco shines. All those behind-the-scenes relationships come front-and-center on the Primco Estates display. This isn’t your standard waterfall. “We're actually offering a different visual, different style, different colors than what's in the display next to us,” says Tyler, noting the nuances and details that Primco staff took into consideration when designing the Estates showroom display. That’s a substantial value-add for retailers and consumers alike, backed, as always, by that great Primco salesforce––feet on the street as Cam’s fond of calling them. Take it from Cam and Tyler: there’s quality underfoot with Primco Estates upfront. *** Know Where You Stand is produced and edited by The Creative Impostor Studios. To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep. We know where we stand so you know where you stand.   

Co-hosts Cam and Tyler can’t very well tell the Primco origin story without introducing listeners to the main character if ever there was one: N.S. Barker. Think Winston Churchill combined with your favorite uncle. Mr. Barker understood the merits of a can-do attitude and a good cigar. Get to know the man whose integrity, humility, and heart permeate the organization’s culture to this day.  Everyone around here has a story to tell about Mr. Barker, many of which *might* include a wobbly pop or two. But don’t let tales of big dinners or smokey conference rooms fool you; behind the larger-than-life presence existed a brilliant entrepreneurial spirit. Cam remembers a solid piece of advice Mr. Barker passed onto him as a young man. “You go to work for a company, and you learn everything they do inside and out, and then you move across the street, and you go into competition. Everything they're doing wrong, you do right. That's the key to success.”  With leadership from Wayne Overacker (Cam’s father) and Grant Bjerke, this one-time building materials supplier grew into a flooring distribution leader in Western Canada. Since 1947, Primco has weathered its share of adversity, due in no small part to the example set by Mr. Barker early on. “He just trusted those people around him,” Cam says, referring to Wayne and Grant. “[Mr. Barker] really trusted that they were the right people and knowing that everybody makes mistakes, but you also have the ability to turn your picture around too, to change the outcome. And they did just that.” 70+ years later, two of Cam’s three children are busy pounding the pavement for Primco, writing the company’s next chapters. No matter where the Primco story goes from here, it’s thanks to the marvelous Mr. Barker.  *** Know Where You Stand is produced and edited by The Creative Impostor Studios. To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep. We know where we stand so you know where you stand.   

Welcome to the inaugural episode of - *checks notes* - a podcast about flooring! If you’re a flooring professional, you’ve landed on your new favorite industry resource. Co-hosts Cam Overacker, president and CEO of Primco, and Tyler Yelland, Primco’s sales and marketing manager, invite listeners to eavesdrop as they talk shop. Know Where You Stand provides in-house insights and covers every angle underfoot. Learn about the products and craftspeople that make this industry great, the latest technological advancements, and innovative strategies to help you close more sales.  Cam and Tyler will explore a wide range of flooring industry topics in each episode, from residential to commercial, tile to hardwood, and everything in between. Along the way, they’ll also highlight the exceptional service that makes Primco a leader in the Western Canadian marketplace.   So...why a podcast? Why now? As the world begins to emerge from the pandemic, new priorities are taking shape. To that end, Cam and Tyler have pinpointed five themes within the industry that are deserving of a closer look:  Technology. Smart tech investments make all the difference, especially in an industry impacted by the COVID-prompted shift in consumer buying habits. We look forward to supporting our retail partners with creative ideas designed to combat competition from behemoth e-commerce sites. Product Options. We’re excited to share our latest and greatest finds with listeners, to discuss product applications and innovations, including exciting fall launches of high-end flooring. Education. Installation is the final stage of production. We consider installers to be master tradespeople and want to help them level up their skills and knowledge. Sales. There are very few industries in which clients can negotiate price; flooring is one of them. How can flooring pros avoid getting involved with the race to the bottom while keeping customers happy?  Community. Primco is committed to Canada. We’re especially focused on hyper-local activities that bring awareness to the organizations we support. We can’t wait to introduce you to some of our favorites. Throw in a bit of Primco history, a few special guests, and some royal name-dropping, and you’ve got the makings of Know Where You Stand, the only podcast dedicated to personalizing the professional in the flooring industry. They say good people attract good people. Cam and Tyler are happy you’re here. *** Know Where You Stand is produced and edited by The Creative Impostor Studios. To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep. We know where we stand so you know where you stand.