Know Where You Stand: Recent Episodes
Primco
Whether you're a flooring retailer, builder, designer, or consumer, you've probably had questions that keep you up at night. Cam Overacker and Tyler Yelland of Primco are pulling up the floorboards to let you in on industry conversations previously only had in-house. We’re talking product trends, installation, technology, responsible sourcing, giving back to the community, and more. When it comes to your home, your business and your profession, you have choices and your choices matter. We know where we stand, so you know where you stand.
Join Cam Overacker and Tyler Yelland as they pay homage to this year and tease new objectives for Primco in 2023. It’s a conversation filled with reflection, expectation, and seasonal cheer––plus a few episode suggestions to boost your flooring product acumen before January.
“It behooves us to remember some of these things we just went through and become smarter because of it.” Cam’s wisdom sets the tone for Primco’s big New Year plans. Beyond their trip to The International Surfaces Event in January, the Primco team is looking forward to the return of Prim-Con, Western Canada’s premier local flooring event.
“We’ve done a lot to firm up our position in the market,” Tyler adds, including innovative changes to this podcast and Primco’s brand strategies. There’s much more to come! Catch up on these KWYS favorites then stay tuned!
QUICK TAKE
New Sales-Focused Clips. Top takeaways in bite-sized audio? Yes! The KWYS team will deliver fresh, fast product knowledge at the top of each episode beginning in January.
New Normal? Ditch That Misnomer. It’s always something: supply chain issues, shifting design trends, interest rate fluctuations. Primco remains committed to service no matter what.
See You At Surfaces! We’re kicking off 2023 in Las Vegas. Join us from January 30th through February 1st at Mandalay Bay North Convention Center at Tradewinds D, E, and F.
Can’t Make Surfaces? Join Us for Prim-Con 2023! Our premier flooring event returns to Calgary with exclusive product launches and enduring relationships. Details to come.
SUGGESTED LISTENING:
Launches, Mixers, and Live Podcast Sessions: Surfaces 2023
ScratchMaster Offers Beauty That’s Truly Hard To Beat
Combat the Chill With Primco and CosyFloor, In-Floor Heating
Happy New Year!
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 New Year can’t come soon enough at Primco! Cam Overacker, Tyler Yelland, and the team are thrilled to announce their return to The International Surface Event 2023 in Las Vegas. Join them from January 30th through February 1st at Mandalay Bay Convention Center for three full days of exclusive launches, product education, and Primco fun.
Primco will showcase product editions across multiple categories: laminate, SPC tile, WPC, carpet, and mosaics. It’s a stylish reintroduction to the company’s philosophy of quality flooring competitively priced. Folks can even join Cam, Tyler, and their industry guests for live Know Where You Stand podcast recording sessions. Want more details? Download the new Primco Unlimited app to register for Surfaces (for free!) and schedule your booth visit.
The Primco booth is located in the North Convention Center at Tradewinds D-E-F. Hours: Mon 1/30 from 1p - 6p; Tues 1/31 and Wed 2/1 from 9a - 4:30p. Know Where You Stand recordings: Tues 1/31 and Wed 2/1 at 10a and 2p.
QUICK TAKE
Primco returns to Surfaces 2023! We can’t wait to interact with everyone live and in person in Las Vegas! Join us from January 30th through February 1st in our prime location: North Convention Center at Tradewinds D, E, and F.
Bigger and better than ever! Beautiful display floors, highly anticipated launches, a cocktail mixer, and live podcast recording sessions! Oh, and the return of the cash booth!
There’s a Primco app for that. The new Primco Unlimited app for iOS and Android is your multifaceted solution for all things Primco, including free registration for Surfaces 2023 and access to our booth exclusives.
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.
Contemplating carpet? Meet Allure and Top Gun, the high-quality carpet programs from Primco! Cam Overacker and Tyler Yelland reintroduce retailers to these innovative lines and remind folks why carpet remains a solid sales leader.
Don’t call it a comeback. Carpet still covers a surprisingly large amount of residential square footage, to say nothing of its popularity in commercial applications. But connecting end-users with the carpet they want when they want it is challenging. “That’s one thing that doesn't exist, really, in carpet: local inventory,” says Tyler. Primco has retooled its operations to provide near on-demand access to its stylish carpet stock.
Both Allure and Top Gun offer a tightly-edited selection of weights and patterns from three of the world’s leading mills. “It’s a well-balanced display,” says Cam, explaining that everything from samples to spec sheets is streamlined to provide bottom-line information free of manufacturer double-speak and hidden freight costs. ”It creates a display [that’s] short, sweet, and to the point.”
Primco is your one-and-done stop for design-forward carpet options delivered in no time.
QUICK TAKE
Don’t count out carpet. We love laminate and luxury vinyl plank, but it’s incredible how much of a home’s square footage is still covered by carpet! Primco is your one-stop shop for every flooring need.
Primco’s carpet programs are streamlined to sell. Allure and Top Gun offer end users expertly curated selections of colors and patterns, minimizing choice overload while maximizing showroom potential.
Quick access to quality carpet inventory. Primco’s commitment to supply chain optimization means local access to high-caliber cuts and rolls when and where you need them.
SUGGESTED LISTENING
KWYS003: Face Weight, Density & Twist Level: Estates Carpet by Primco
KWYS028: Mainstreet Display Delivers Stylish Products and Profitability
KWYS033: There's No Place Like Home: The Origin of the Estates Collection
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.
Break out the kazoos and party hats! Cam Overacker and Tyler Yelland are in a celebratory mood as they mark their first year behind the mic. If you’re wondering what the Primco duo and their guests could possibly talk about for 30+ episodes, settle in for this fun and educational recap.
“I think we've done a good job keeping KWYS well-rounded,” says Cam, reflecting on a year’s worth of engaging conversations. The show has quickly established itself as a destination for innovative product knowledge and effective sales strategies thanks in part to this season’s solid roster of guests, including Terry Marchetta of Mannington, Chris Maskell of the National Floor Covering Association, Ben Goodman of Välinge, and best-selling author Paul Reilly.
However, the episodes that received some of the highest marks showcased Primco’s social responsibility and its incomparable founder, Mr. Barker.
So, what’s next for Know Where You Stand? “We’ve come a long way already,” Tyler marvels.
Still, Primco’s known for transcending expectations. So, too, is its podcast.
Oh! And a shout-out to Technical Director Edwin R. Ruiz, affectionately known behind the scenes as Gazoo, for cueing up clips from the following episodes:
Serving the Greater Good: Primco’s Legacy of Social Responsibility
Primco’s Origin Story and the Legacy of Mr. Barker
Bursting the Bubble on Waterproof Flooring
Holy Shipping! Delays and Dismay
Baseless Installation: The NFCA and Installation Substrates with guest Chris Maskell
Below The Surface: Installation with Chris Maskell, CEO National Floor Covering Association
Selling Through Tough Times with Paul Reilly
New Launches, New Showroom: PRIM-CON 2022
Colour, Style & Trends with Terry Marchetta, VP Residential Styling at Mannington
Stability, the PB&J (Form and Function) of Click Vinyl Flooring and it looks great too!
Speed and Accuracy: Click Flooring Systems with Ben Goodman, Välinge
QUICK TAKE Know Where You Stand (KWYS) covers more than just floors. Whether it’s the art of social selling or leveraging brand identity online, Cam and Tyler help flooring pros connect with consumers and close more sales.
Primco’s past is ever-present. Engage with our history, people, and corporate values by checking out one of our foundational episodes.
Product knowledge on your time. So far, KWYS has delivered insights on substrates, waterproof core technology, and scratch-resistant finishes––and there’s more to come!
Know Where You Stand is produced and edited by The Creative Impostor Studios.
To learn more about the 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.
Primco’s Estates® Collection is known industry-wide for its high-performance, design-forward flooring lineup. But how did it get here? Cam Overacker and Tyler Yelland take you back to the origins of this celebrated selection, providing foundational product knowledge and fun memories along the way.
“The first day I sold for the company in Edmonton was when we launched the Estates line. That was 20-25 years ago,” Cam says, marveling at how quickly time has flown and how robust the line has become. In that time, Estates has stayed true to its name, offering consumers flooring worthy of their grandest investment––from condo to manor––without breaking the budget.
The Estates product library is rich in stylish options far exceeding premium economy expectations. “It plays right into the decisions Primco’s made to drop some of the entry-level SPCs,” Tyler says, adding, “That's just not our game even back then, 20-25 years ago. It wasn't then, and it still isn't now.”
QUICK TAKE Every consumer has a grand estate. From first condo to five-bedroom family spread, consumers' homes are their pride and joy. Estates offers a flooring option to complement every vision.
Estates products are cost-effective, never cheap. As Tyler says, “Everything we do is just a little bit better than what the market standard is.”
Flooring for the way consumers live now. Since the pandemic, home is where the school, gym, meeting, and play spaces are. Beautiful, hardworking, and innovative Estates covers it all.
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.
Great relationships are the soul of every sale. That’s a longstanding principle at Primco, and it holds up whether the connection is fostered online or IRL. But even sales pros could use a few tips. Carson V. Heady, author, speaker, and number one social seller at Microsoft, joins Cam and Tyler to discuss the fundamentals of successful social selling and authentic personal branding––a critical combo for every salesperson at any stage in their career.
“Social selling is just selling,” Carson says. It’s using any tool at your disposal and digital resources to create a relationship. “LinkedIn, Twitter, YouTube, and Instagram help you take your potential buyer's pulse and understand their priorities, their pain points. It’s also [where] you unlock relationships with customers that you might not have had otherwise.”
The transition from showroom conversation to social selling isn’t difficult, says Carson, so long as you stick to the essentials: authenticity, consistency, and patience. That’s how you build relationships and stay top of mind, regardless of the sales environment.
QUICK TAKE Social selling is just selling. Traditional relationship-building techniques are exponentially enhanced when combined with the reach of social sites like LinkedIn, Instagram, YouTube, etc.
Get intentional. Who do you want to interact with? Where do they virtually hang out? How can you best serve (rather than sell) this potential audience?
Perception is reality. Folks often make hasty judgments regarding who they want to do business with based on a single social post. Be authentic but mindful when sharing a POV or supporting your favorite causes.
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.
Can you name a flooring product that’s more durable than wood yet looks just as luxurious? If you’re Primco, you can!
Meet Woodura®, the first hardened wood plank from Välinge, the folks behind this industry’s most advanced click-lock technology. Cam Overacker and Tyler Yelland break down the specs that make Välinge’s entry into plank surfaces so special.
“It just opens up a whole new avenue of sales for us,” says Tyler of Woodura’s 8.5” wide by 87” planks. Välinge's revolutionary impact-resistant fused-wood surface features 5G® Dry™ waterproof technology atop high moisture resistant Compositek™ core. They’ve fit an incredible amount of innovation in a 12 mil thick plank.
But how does it look? “It’s just gorgeous!” Tyler confirms.
The 12 SKUs––including a natural grade, select grade, walnut, and ash––make an especially attractive option for design-minded consumers. But what about the bottom line? “This is landing at a very affordable price,” says Cam, noting that Woodura’s technology allows Välinge to produce ten times more flooring from the same amount of lumber versus traditional engineered wood.
That’s beauty, brawn, and sustainability at the core of the Välinge-Primco partnership.
RECOMMENDED LISTENING Speed and Accuracy: Click Flooring Systems with Ben Goodman, Välinge
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.
Ready for cooler temperatures? As summer breezes head south, Primco’s partnered Cosy®Floor, the industry-leading in-floor heating system, is ready to deliver the ultimate in comfort underfoot. Cam Overacker and Tyler Yelland introduce folks to this comfy all-in-one kit with exceptional local product support––featuring Daniel Stutterheim, CosyFloor.
Consumers love the luxurious feel of heated flooring. By joining forces, Primco and CosyFloor ensure that retailers and installers can provide that high-end option without any headaches. “Retailers can have confidence in the support they're gonna get because Primco, obviously, has a great relationship in the industry in terms of customer service and support,” says Daniel.
Another plus to this pro partnership? CosyFloor’s locally assembled European-engineered components (think: thermostats from Denmark and cables from Poland) work well––and are generously warrantied––under virtually any Primco flooring product. “We're warranting it over top of all of our luxury vinyl,” confirms Tyler, adding that CosyFloor is an especially attractive value-add alongside Allure and Astonishing, Primco’s popular SPC tile lines.
Combat the chill with high-performance flooring from Primco and cost-effective in-floor heating systems from CosyFloor.
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.
Looking for long-lasting style that’s in stock and resists wear? Primco’s your place for ScratchMaster®, the ultra-durable flooring perfect for active lifestyles. Cam Overacker and Tyler Yelland introduce folks to this lineup of technology-driven premium economy products from Next Floor®.
There are no misfires in the ScratchMaster program. “Sometimes you get this beautiful display and everybody loves it, but then you’re like, Okay, where’s the sales?” says Tyler. “With this, we've hit sales - bang! right away.” Sales come swiftly thanks to durability and deliverability in an SPC product that resists scratching better than luxury vinyl. Go ahead and take a barbecue brush to the plank (there’s one included with each display). The surface resilience will astound skeptics.
ScratchMaster doesn’t sacrifice design clarity for a sturdy surface. “They've done a spectacular job on these visuals,” Cam says. Everwood’s eight SKUs mimic the intriguing color and textural variations of natural wood. Astonishing’s six SKUs offer highly-polished sophistication at half the installation time of natural stone.
Beauty that lasts. Products that are ready to go. ScratchMaster and Primco deliver flooring innovation.
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 living’s easier on Mainstreet. More durable, fashionable, and affordable, too. Cam Overacker and Tyler Yelland introduce folks to Primco’s Estates® Mainstreet display, a productive, profitable compilation featuring locally stocked flooring and installation products to get customers in, out, and onto the next job.
“It's a nice, tight little display,” Tyler says of the thoughtfully designed unit. “It's really got everything.” He’s not kidding. Mainstreet’s five-foot display has the products an end-user might need to cover an entire commercial, institutional, or retail application: carpet tile, LVT, Roppe rubber cove base, stair treads, and rubber tile, plus entrance matting from Clean Step.
Options, however, are only as good as the product’s availability. Naturally, Primco’s got you covered. “Mainstreet is truly a one-stop shop,” says Cam. “You’ve got a decent amount of colors and specs to choose from [and] we stock it in our Edmonton and Calgary locations for ease and quick turnaround.”
With its high-performance products and spectacular array of modern visuals, Mainstreet might be Primco’s most productive display ever, a real boost to bottom lines in uncertain times.
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.
If cash is king, then the Primco Rewards Program is a prince among perks. Cam Overacker and Tyler Yelland unveil upgrades to the program and reveal which products will put money in your pocket.
For those unfamiliar with Primco Rewards, it offers salespeople an opportunity to earn dollars––applied directly to a Primco-branded Mastercard––for sales of featured flooring. Cash in on current per-carton rewards with sales of Primco favorites like Raintree and Estates laminate.
“We felt like this was a great opportunity for retailers to make some extra cash,” says Tyler, explaining that Primco has already given away close to $25,000 via the old rewards program.
This revamped version features a new interface, quick rewards turn-around, and staff support.
While Cam gets nostalgic for the promotions of old (hello Walkmans and boxes of steak), he knows a great perk when he hears one. “The nice part about Primco Rewards is you're not limited to what you can get. Use it anywhere Mastercard is accepted.”
Rewarding yourself is simple. Sign up. Sell. Submit.
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 Primco guys have always known where they stand — surrounded by an organization rich with talent. Cam Overacker and Tyler Yelland take time to deliver well-deserved kudos and update listeners on some of the company’s innovative internal moves.
When it comes to change, two universal truths apply: Improvements in one area of an organization tend to impact other departments, and companies that stick to the same ways of doing business don’t do business for long. “You’d think that being a small- to mid-sized privately held company, we can make sharp turns quicker than the big organizations,” observes Cam. While not whiplash-quick, Primco has already executed many changes on its wishlist in only three months.
So what’s new? Angela Baldwin has transitioned from her lead role in operations to Vice President of Supply Chain. What a relief for folks to know they have a dedicated Primco advocate after 2+ years of global supply chain upheaval!
Stanis Samuelson has joined the family as Customer Experience Manager, a newly created role focused on improving the entire sales interaction. “I don't know if we'd say Primco’s cutting edge, but we're definitely in the lead,” says Tyler, explaining that it’s rare to see others in the industry utilizing a customer experience position.
The final mention goes to Usman Raza, Primco’s brand new Inside Sales Representative. Usman is the bridge between salespeople and customers, expediting and logging quotes, among other duties.
As Cam always says, “You can have the best flooring products in the world and apply all the technology you want, but if you don't have the right people in the right seats, the bus is gonna be spinning its wheels.” No worries here! Primco’s people have full command of the wheel.
MENTIONED IN THIS EPISODE KWYS006: Innovating To Thrive: In And Beyond COVID with guest Angela Baldwin
KWYS007: 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.
Please excuse the Primco family for still buzzing about this year’s PrimCon. After 2+ years of virtual showroom tours and social distancing, the event not only delivered highly anticipated product launches but also real-world usage anecdotes.
One of the oft-repeated stories was from retailers who’ve found themselves managing consumer dissatisfaction over entry-level SPC flooring. Cam Overacker and Tyler Yelland share their thoughts on the SPC uproar and Primco’s commitment to providing quality, performance-grade products in every category.
If you sell, install, or shop for flooring, chances are you’ve come up against the SPC conundrum, a generally good product gone bad at the lowest price point. “It was just nonstop with people going, you know, we've had enough of selling the entry-level SPC,” Tyler recalls of his interactions with attendees at this year’s PrimCon event.
That “entry-level” caveat is important. “This isn’t a slam on SPC products,” Tyler says. “Primco has a ton of excellent options and we have had absolutely no issues.” Instead, the problems have occurred when stone-plastic composite ratios are manipulated to create the cheapest, least resilient flooring.
Primco has always focused on helping retailers avoid consumer catastrophes at every price point. The Transcend, Allure, Everwood and Stability lines combine on-trend colorways and textures with optimal scratch resistance. Also from Primco is Ascent, featuring the highest possible HDF core to lock in durability and repel moisture.
“Look, if somebody's selling an MDF core for less money, which is not going to stand up for your consumer, don't go there if you're a quality store,” says Cam, reminding everyone that when something’s too good to be true, it usually is.
You get the floor you pay for so get the good stuff from Primco.
MENTIONED IN THIS EPISODE KWYS024: Waterproof or Waterspoof? Warranty Limitations & Product Solutions
KWYS021: Speed and Accuracy: Click Flooring Systems with Ben Goodman, Välinge
KWYS020: Sound Advice on the Acoustics of Flooring with Andre Rioux, AcoustiTECH
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.
For every homeowner who’s spilled a full pitcher of water on their kitchen floor and marveled at its ability to repel liquid is another whose finished basement warped while submerged under three feet of flood water. Primco’s Cam Overacker and Tyler Yelland take on waterproof flooring and warranty coverage confusion, sorting fact from soggy fiction for perplexed consumers and providing insightful selling solutions for retailers “When I think and say waterproof, what that means to me is, hey, if a dog knocks the dish or you spill a cup of water, and you don't clean it, and it evaporates from the surface, if it doesn't get through those seams, that is waterproof.”
Tyler’s no-nonsense approach is a great example to use when assessing the wide range of flooring materials rated as waterproof. While consumer ideas about what waterproof means vary, a manufacturer’s warranty is rarely so forgiving.
Primco offers a variety of waterproof options that, when properly installed and maintained, provide a stylish, water-resistant floor. Cam says that determining the best solution depends on consumer education and knowledgeable product assistance.
“We’ve had success with regards to talking to people about the value of laminate being a waterproof product versus an LV being a waterproof product,” he says, highlighting recent advancements on display in products like Haven laminate planks and crafted edge ™ luxury vinyl tile. Transcend, too, offers show-stopping colorways in a waterproof laminate with a wax-infused core to help reduce water-related issues.
No floor, not even “real” wood, is impervious to damage caused by standing water or extremely wet conditions. However, when it comes to choosing the right product for your needs, Primco’s waterproof flooring expertise won’t hang you out to dry.
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.
Ah, cabin life. There’s nothing better than hitting the lake, trails, or links once the weather breaks. Hosts Cam Overacker and Tyler Yelland share their top Primco flooring solutions to make your three-season getaway fuss-free.
“When it comes to cabins, they do get treated a little more rougher and, maybe, a little less maintenance than what you would see with your house in the city,” says Cam. There’s no time to obsess over interior maintenance when the great outdoors call. Still, you want the space to look and feel inviting. Primco has stylish yet durable options to fit your budget and expectations.
Estates waterproof laminate is a perennial favorite at Primco and in cabins alike. Its superior composition prevents joints from swelling, making it unbeatable in areas that bear the brunt of your active lifestyle. For DIYers who prefer the durability of vinyl, look no further than Primco’s innovative Stability engineered click option. Stability’s trendsetting planks are a practical, attractive choice for installation over uneven surfaces––the perfect solution for older retreats.
Looking for a carefree floor that compliments your space without compromising budget? Resilient sheet vinyl fits the bill. Sensible and soft underfoot, sheet vinyl is the OG waterproof, scratch-proof, life-proof floor.
Consumers often overlook carpet as an option for their cabins. Carpet tiles are a modern solution plus a breeze for the DIYer to install. Cam and Tyler like Foss commercial-grade products as they provide durability in high-traffic areas and extra comfort underfoot.
When it comes to picking the perfect cabin floor, the Primco pros offer common-sense suggestions. For retailers, ask your customers in-depth qualifying questions upfront to avoid headaches later. For consumers, Cam says it best. “Don't spend the money if you don't need to on flooring; put in the appropriate stuff.”
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.
Vegas-shmegas! The inaugural PRIM-CON event held this past March brought Surfaces-level style to Calgary. Couldn’t participate in Primco’s flagship showroom festivities? No worries!
Hosts Cam Overacker and Tyler Yelland have you (and your floors!) covered with this comprehensive recap. Get your favorite notes app ready. You’ll want to refer to the fantastic line-up of exclusive collections, installation solutions, and partnerships for seasons to come.
“As much as I thought it's not going to be the same as Surfaces, it felt the same as Surfaces,” Tyler says of PRIM-CON. That’s a credit to all involved––from contractors who added extra sparkle around the showroom to warehouse staffers who took great pride in sharing their space with visitors. PRIM-CON was no Surfaces knock-off; this was a four-day celebration of flooring innovations across the Primco lineup of vinyl plank, hardwood, laminate, sheet vinyl, and tile mosaic products.
You already know Primco as the top destination for Estates® Elite and Allure Luxury Vinyl. Cam couldn’t wait to introduce Stability™ to that list––a durable game-changer in luxury click vinyl flooring. Stability’s deflection properties alone make it a standout problem-solver; Primco’s 11 chosen SKUs mean stylish options for residential customers. “When you combine those tiles with Allure and then some of the glue-down tile versions we have, we're a player! If you want to be in the tile business, you should be dealing with the Primco LV program because we've got it from top to bottom.”
PRIM-CON also introduced in-floor heating by Regina-based CosyFloor®, and the latest commercial solutions from Six Degrees™, Polyflor™, and Adura® Apex by Mannington.
Want to learn more about all the next-gen tech and featured design trends? Schedule a showroom visit of your own at Primco.
MENTIONED IN THIS EPISODE KWYS020: Sound Advice on the Acoustics of Flooring with Andre Rioux, AcoustiTECH
Interceramic
KWYS019: Keeping Families Close: Primco Partners with Ronald McDonald House Charities
KWYS017: Stability, the PB&J (Form and Function) of Click Vinyl Flooring, and it looks great too!
National Floor Covering Association of Canada
Red Door Home Living
Ronald McDonald House Charities - Canada
PRODUCTS MENTIONED IN THIS EPISODE Allure Luxury Vinyl
Stability - Engineered LV - Coming Soon Talk to your rep!!
Lakes, Lodges & Rivers
Mountains
Six Degrees Flooring Surfaces™
PolyFlor™
Adura® Apex by Mannington
CosyFloor®
Raintree™
Tile Mosaics
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.
Cliques get a bad rap for sure, but the Primco guys aren’t here to debate the merits of high school popularity. Instead, Cam Overacker and Tyler Yelland introduce folks to their favorite click––as in locking floor systems––with Ben Goodman of Välinge, the Swedish firm that revolutionized the way plank flooring comes together and stays put.
The trio discuss the company’s unrivaled research and development of locking technologies for wood and laminate-based floors plus sneak-peak Woodura®, Välinge’s next-gen plank and the latest addition to the Primco line-up.
If you’ve been in the flooring business long enough, you’ve got a horror story to tell about an old tongue-and-groove flooring installation that went wrong. Too much glue. Too little glue. Separation. Claims.
When it was first introduced, click-lock offered a modern spin on the traditional locking system, reducing the angst and install time for both flooring pros and DIYers. The industry has since witnessed massive improvements to those original 2G locking systems along a good, better, best spectrum. Välinge lays claim to having invented the best of the bunch with its line of 5G® products. “We're really engineers at heart, so we really are specialists in this technology,” says Ben, highlighting the company’s 20+ year legacy of innovative composition and testing strategies.
“It's important for consumers and installers to understand good, better, best from an accuracy and speed perspective,” Ben explains. Now more than ever, installers must get in and out of jobs quickly without ruining their reputation.
At the same time, end-users need to educate themselves on the perils of coupling cheap products––whether on top or underneath––with bargain-basement install. “I guarantee it: you're going to get what you pay for,” he cautions. A Välinge holographic sticker on the box ensures that folks get a product that comes together using the highest-rated locking system on the market. While Välinge maintains a tightly controlled identification label program, Ben emphasizes his last point: “The lack of education is going to cause a long-term issue for all of us.”
Primco has long championed providing pros and consumers with the intel and products they need to get their flooring job done right. “With COVID and just budget cutbacks that people are having, I think it really took away from the education in the industry,” Cam says. To that end, Primco is thrilled to announce that it will soon carry Woodura, the hardened wood plank flooring with exceptional impact resistance, surface durability and that Välinge patented locking system.
MENTIONED IN THIS EPISODE KWYS020: Sound Advice on the Acoustics of Flooring with Andre Rioux, AcoustiTECH
Interceramic
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.
One of the consequences of spending more time at home is greater sensitivity to the noises around us–whether they’re of our own making or not. Acoustic comfort positively affects the appeal and value of our homes, to say nothing of our mental health.
Andre Rioux, co-owner of AcoustiTECH, joins Cam and Tyler to educate builders, flooring retailers, and homeowners on the science of sound, how to minimize its impact across various applications, and maximize the long-term benefits of an informed soundproofing strategy.
Andre, who consults with builders on various residential and high-end commercial designs, advises his clients to get educated about acoustic options at the project's onset to avoid noise issues later. To that end, AcoustiTECH has perfected the art of asking the right questions and then translating those answers into cost-effective soundproofing solutions.
Acoustics is a broad field and prone to misunderstanding, especially by laypeople charged with interpreting the guidance as part of fulfilling their condo association duties. He hopes that his advocacy will clear up some of that confusion.
Andre applauds Primco for aligning itself with credible experts and displaying a willingness to understand the field of acoustic performance. “[You’re] not only taking a stand but saying, hey, here's corporately what we want to do. Here’s where we want to contribute to this particular segment in our industry and understand how it works because once you understand how it works, it's extremely difficult to unlearn it.”
We hear that!
MENTIONED IN THIS EPISODE National Floor Covering Association
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.
Family means the world to Primco. That’s not hyperbole; it’s the sentiment by which this company has operated for 75 years. Who better, then, for Primco to extend its philanthropic attention to than Ronald McDonald House Charities®?
Cam and Tyler invited Sandi Ferchau, stewardship manager at RMHC Alberta, to discuss the organization’s history, its impact on families, and its exciting co-branding partnership with Primco–an initiative in which retailers can also participate.
Few brands are more iconic than McDonald’s. Behind the menu of delicious burgers and signature fries, however, lies an equally impressive charitable component. Nowhere is the company’s compassion more evident than at the hundreds of Ronald McDonald Houses sponsors worldwide.
Thanks to donor support, RMHC provides comfortable, affordable accommodations close to top-notch pediatric facilities for families with children seeking medical care.
Cam has long admired RMHC’s “families caring for families” vision. In keeping with the company’s legacy, Primco is dedicating a portion of every sale from its Estates Mosaic Tile Collection through the end of the year to support RMHC chapters across Canada. Retailers who join the initiative receive an updated header kit with SKUs featuring the logo and support details for their province-specific RMHC on the reverse of each board.
“Community partners are a big part of fundraising for us,” says Sandi. “Thanks so much to Primco for reaching out and giving us this opportunity.”
MENTIONED IN THIS EPISODE Ronald McDonald House - Canada
Ronald McDonald House - Alberta
Ronald McDonald House - BC
Ronald McDonald House - Saskatchewan
Ronald McDonald House - Manitoba
McHappy Day 2022
BCU.com
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 does the Primco team know about leveraging brand identity on social media? They know enough to ask an expert for assistance.
Cam Overacker and Tyler Yelland chat with Tara Osipoff, executive vice president of Avana, about creating stronger emotional connections via social media and converting followers into real-life customers.
What ROI is to the bottom line ROE is to social media engagement. Creating content with an eye towards return-on-emotion produces posts that resonate with audiences, says Tara.
If the very idea of social media sounds intimidating, Tara reminds folks that posting consistent quality content doesn’t require a PR team or an entire marketing department.
Demographic data can help folks understand where their audience likes to scroll. Psychographic data pinpoints why they’re scrolling by delivering info on what motivates them, their priorities, their beliefs. Since significant emotional considerations within the home and family often dictate flooring purchases, psychographic data can improve the tone of social media messaging, thus making an emotional connection and influencing a future sale.
“Emotions create memories,” agrees Cam, adding that there’s always room for adjustment in the fast-changing landscape of social media. “Like anything you do in life, the more research and the more focused you can do on getting to the right place and make an emotional connection along the way, that's the key for businesses.”
MENTIONED IN THIS EPISODE Croft Electric
Saskatchewan Professional Marketing Association
Why They Buy
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 search for a luxury click vinyl flooring that combines flexibility and durability with elegance is over—introducing Stability™, Primco’s latest high-tech, more eco-friendly problem-solver! Cam Overacker and Tyler Yelland provide product intel from origin story to installation improvements and sneak-peak Stability’s debut at the Prim-Con flooring event.
There are multiple reasons why premium flooring hasn’t always lived up to its promise. The race by manufacturers to meet the demand for cheaper high-end products, for instance, resulted in alterations to its composition. “When you have a product that's 30% stone and 70% PVC, there's really no way to bring that price down unless you add recycled content,” says Cam, adding that the problem with recycled content is that you can't control what's in it. “It's like baking a cake. You're throwing ingredients in that you don't know how they're going to react when they go in an oven. How are they going to react when you add heat and pressure?” Or glue. Or an uneven underlayment.
“Then you started producing stuff that was a great price, but, honestly, it was produced almost to fail,” says Tyler. When coupled with shoddy subfloor prep, either at the hands of an inexperienced installer or the short-sidedness of the homeowner, cupping, irregular expansion, and claims soon follow. It’s a recipe for disaster for installers, DIYers, and retailers alike.
Stability features superior construction to counteract those issues. “We’re taking a two millimeter SPC because that's the thinnest and the thickest that we can go to help balance this off,” Tyler explains before digging into the product’s impressive tech specs. Think dimensional strength from both top and bottom combined with exceptional pliability. But don’t let the name or construction method fool you. For all its core strength, Stability has layers of luxe style baked (and pressed!) into its surface, giving the product a realistic visual on an SPC “You're going to have a really nice top embossing on it,” he adds, confirming that the hot press technique provides more depth to the design, creating a click option with long-lasting textural appeal.
Primco unveils 11 SKUs in its Stability line just in time for the spring selling season. “We don't normally start that big,” Tyler confirms, “but we're going all in, and we're excited about that.” Catch a glimpse of Stability and many other top-notch products at Prim-Con, March 8-11, 2022.
MENTIONED IN THIS EPISODE Prim-Con 2022
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.
Natural disasters like floods can send homeowners reeling, but what happens after the water recedes?
Remediation Manager Chris Boschman of Exclusive Floors takes Cam and Tyler through a typical restoration, offering insight into the assessment, insurance, and installation phases. The Primco pair learn that while a client’s journey back home can be emotional, affiliate retailers make that trip a lot less bumpy.
Regional disasters rightly make headlines. But hyperlocal incidents like a burst pipe or house fire can be just as devastating to a homeowner.
Regardless of the cause, repairing that damage requires cooperation from multiple entities––and an abundance of empathy. Unlike new construction or renovation clients, restoration clients are reluctant shoppers, picking a new floor because they have to, not because they want to.
The process often includes a physical relocation, adding logistical challenges for homeowners already forced into a tense situation. Still, restoration offers clients the chance to level up their living spaces in the wake of devastation. There’s no better time for homeowners to reevaluate their lifestyle needs or opt for a style refresh than when an insurance company is involved.
MENTIONED IN THIS EPISODE Consensus Resource Group
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.
Cam and Tyler uncover the colour, style, and design trends for 2022 with Terry Marchetta, VP of Residential Styling at Mannington. ***
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.
Leave it to Primco, Western Canada’s premier flooring distributor, to turn lemons into exciting launches. Primco may have reluctantly bowed out of this year’s International Surface Event, commonly known as Surfaces, in Las Vegas, but Cam Overacker, Tyler Yelland, and the rest of the team are thrilled to announce PRIM-CON 2022, a one-of-a-kind expo featuring a fantastic line-up of the latest products––on display in Primco’s newly renovated Calgary showroom. PRIM-CON 2022, which runs March 1st through 4th, is the solution for anyone who can’t make the trip to Surfaces. This local expo offers folks a destination design space to safely view all the top trends from trusted Primco product partners. Think more options from Raintree™ and new high-shine tiles from the Next Floor® ScratchMaster® line. Cam and Tyler are also excited to show off two stunning marble designs from the Mannington® Adura®Apex luxury vinyl plank collection.
“I would be surprised if they don't knock out some dealer’s choice awards,” says Tyler of Mannington’s stylish state-of-the-art introductions. Other Mannington highlights include five new SKUs within its Restoration Collection®. These products provide an even greater range of clean, modern-looking laminates, all of which are manufactured in the USA. That’s a geographical bonus for retailers who’ve found themselves deep into delays caused by overseas supply chain issues.
Cam explains that Primco’s dealer network has a competitive edge when it comes to the Mannington flooring catalogue. “That competition doesn't have access to the Mannington name or the Mannington sheet vinyl or sheet vinyl period. It's fairly limited,” he says, hinting at even more exciting reveals from this industry leader.
However new the products, Primco’s 75-year commitment to providing premium value remains the same. “We're really taken a mid- to high-end approach this year on our launches,” Tyler says, adding that the company’s industry-leading, visually-pleasing product choices deliver the style and substance retailers expect from Primco.
Color trends may drive flooring aesthetics, but relationships build a business. “Business is about relationships,” Cam says. PRIM-CON 2022 lets folks meet the voices behind Know Where You Stand and interact with the amazing Primco team. Consider this episode your invitation to join them in their spectacular new Calgary showroom.
MENTIONED IN THIS EPISODE
International Surface Event 2022
Red Door Renovations & Design
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.
Thank you to all of our listeners for 2021! Here's a sneak peek of what to expect on the show in 2022.
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 a year! Pandemics aside, Cam and Tyler agree: 2021 was the perfect time to launch a podcast about flooring. While they’ve got plenty of exciting plans for the future, the duo pause to look back at their inaugural season. Grab your favorite beverage and settle in for a spirited fireside chat. Cam and Tyler trade highlights and takeaways from their freshman foray behind the mic. They also take this opportunity to thank the guests, support teams, and audience for making Know Where You Stand an international success.
“I'm a stats guy,” Cam proudly admits as he serves up a few data points between sips of gently spiked coffee. “We've got followers and listeners in nine countries. That was something that blew me away. We've got not only Canada and the USA, but India, Germany, and I think I saw Nepal!”
That range speaks not only to Cam and Tyler’s chemistry but also the show’s content. They wanted to bring something beyond product endorsements to the podcast space. KWYS has delivered from the beginning, providing a unique platform for sharing information that retailers, installers, and consumers will find helpful.
Perhaps one KWYS episode that garnered significant response this year was “Selling Through Tough Times with Paul Reilly.” Author, trainer, and fellow podcaster Paul Reilly joined the guys to discuss value-added selling, sharing actionable steps for reframing customer interactions and closing more sales. Paul’s wisdom reminded us that challenges often lead to innovation.
Show topics have run the gamut from Primco history to current supply chain issues, but the podcast data confirms that KWYS listeners are especially keen on hearing from a broad range of industry voices.
Cam and Tyler welcomed several guests this year, a trend they’re committed to exploring in season two. First up was Primco Operations Manager Angela Baldwin, who talked about the company’s pandemic responsiveness and introduced two exciting tech tools. The guys looked beyond the company campus for their second guest, Chris Maskell, CEO of the National Floor Covering Association of Canada. Chris supplied such rich info over the span of two episodes that retailers and installers might want to have a notes app open while listening.
In a season of superlatives––including the duo’s first appearance together as podcast guests themselves, on Distribution Talk with Jason Bader––Cam and Tyler are most proud of the bonds this show has helped them foster, both virtually and IRL. “It’s pretty awesome to be around Primco right now,” says Tyler.
Happy Holidays!
MENTIONED IN THIS EPISODE The Q and A Sales Podcast
Distribution Talk
NFCA
Surfaces 2022
Ronald McDonald House Canada
CAM & TYLER’S HOLIDAY MOVIE PICKS The Grinch (2018)
Fred Claus
The Polar Express
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.
Imagine if every sales associate approached customer engagement focused on adding more value to each interaction. Cam and Tyler may know a lot about flooring, but the have the good sense to share the mic with an expert when it comes to explaining the nuances of value-added selling.
Sales trainer, professional speaker, author, and podcaster Paul Reilly joins Cam and Tyler for an in-depth look at techniques that flooring salespeople, retailers, and distributors can employ to amplify the inherent value of their products and services.
“Value-added selling is a philosophy to go out there and do more of that which adds value and less of that which adds little or no value.” For his wildly popular show, The Q and A Sales Podcast, Paul distills sales-related advice like value-added selling principles down to its essence, turning questions from listeners into answers with actionable components. In his latest book Selling Through Tough Times and its online companion exercises 30-Day Tough Timer Challenge, Paul takes on recessions, sales slumps, competition, and disruptions, offering salespeople guidance on everything from strengthening mental resilience to engaging in value-added conversations.
“Value-added sellers from the very beginning need to take control of that sales conversation and guide it down a path of value and away from price,” Paul says. His targeted approach can be applied to discussions centered on direct-to-builder sales as effectively as it can retail interactions––even persuading customers to forgo the low, low prices and next-day delivery promises of Amazon or Wayfair. He reminds distributors and retail managers that “your salesperson is not just selling flooring; they're also selling the value of their company, the value of themself as the salesperson.
Collectively, we call that the three dimensions of value.” His quick tips for enhanced value-added selling include:
- Enlarging the conversation beyond product to intangibles like unmatched service
- Transporting the buyer into a future that includes resale investment and limited flooring claims
- Listening to the customer’s vision more than you talk
Retail owners and sales associates take note of Paul’s sound advice! There’s a real benefit to value-added selling in tough times, especially when you consider that, according to Paul, 25% of a transaction’s value comes directly from a salesperson’s influence.
Proactive, knowledgeable sellers can deliver significant value to every interaction, regardless of industry, economic environment, or competition.
CONNECT WITH PAUL REILLY
The Q and A Sales Podcast
Selling Through Tough Times
The Tough-Timer Challenge
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.
Community partnerships, targeted waste reduction, and...beekeeping? Social responsibility is more than a buzzy catch-phrase at Primco; it’s an essential component of company culture. Cam and Tyler introduce Primco’s social responsibility team and its efforts to serve communities in which the company operates.
“Social responsibility [means] giving back in the communities that we raise our families in and live in, not only me as the owner,” Cam says, “but everybody that works for Primco.” That deep commitment to social and environmental stewardship is nothing new. It extends back seven decades to Primco’s founder, Mr. Barker.
What is new is the company’s social responsibility team. The committee, formed in early 2021, is charged with transforming company values into tangible actions, creating a legacy of good works throughout Western Canada, all the places where Primco lives, breathes, eats, and does business.
From ambitious capital improvement considerations to strategic beautification projects, the committee already has an extensive list of goals on which to focus––think solar power at the corporate offices and pollinator-friendly plantings at each location.
Additionally, the committee is exploring innovative partnerships with both global and hyper-local charitable organizations. Primco’s current affiliations include well-known non-profits Ronald McDonald House and Habitat for Humanity and Calgary-based homeless advocacy The Mustard Seed. “You partner up with some people who want to do good in the marketplace,” Cam says, “and good things happen.”
Big names and sweeping changes garner a lot of attention. Still, Tyler says the company’s less flashy green initiatives, such as reducing waste and repurposing deadstock, set ripples of goodwill in motion throughout the community. “When you see Primco as a company internally take [these] on, hopefully [businesses] notice it, and they start to think ‘what can we do differently?’” For its part, Primco is enthusiastically exploring many innovative options, including playing host to a beehive on company grounds for the honey (of course!) and the opportunity to support Canada’s natural ecosystem.
As ambitious and motivated as Primco’s social responsibility team is, Cam says that the parade only marches as fast as its leader. “If the leader is setting an example, then good people will follow them.” No worries there; Cam and the committee are in sync with each other and their communities.
MENTIONED IN THIS EPISODE Movember
The Mustard Seed
The Lighthouse
Youth Centres Of Calgary
CDL Carpet & Floor Centre, LTD
Ronald McDonald House
Habitat for Humanity ReStore
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.
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 info@nfca.ca 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.
This is Know Where You Stand, a podcast from Primco Limited. We're a family owned company, delivering the world's most innovative range of wholesale flooring solutions to Western Canada. And we're on a mission to share our experiences and provide education to professionals in the flooring industry.
That means pulling up the floorboards to let you in on the conversations we typically only have in-house about product trends, installation, technology, responsible sourcing, and more.
Whether you're a retailer, builder, designer, or consumer, you've probably had questions that keep you up at night.
Where's the product produced?
How do I install this properly?
Is the product safe for my family?
How do I display the product in my showroom?
Can I see this in my home?
What technology does Primco have to help my business?
What does Primco do to give back in the communities you operate in?
At Primco, we source product from all over the world and invest in building lasting relationships with the people behind the products, allowing us to stand behind every product we sell. Likewise in this podcast, whether you're selling for commercial or residential, we've got industry insights to share in order to help you be more successful in your flooring business.
We know that this profession isn't just about products. It's about leaving a legacy for future generations.
To learn more about topics we discuss, visit primco.ca or contact your local sales rep. Remember when it comes to your home, your business, and your profession, you have choices and your choices matter.
We know where we stand so you know where you stand.
https://www.primco.ca/