The Keys to Baker Bros Success

The following is a preview from the July 2018 issue of The Scoop, the quarterly printed magazine for Dal-Tile team members. The issue was mailed to team members' home addresses and will be posted in PDF format to myMohawk later this month.

Sometimes, the best way to improve is to first just stop and listen.

Every one of Dal-Tile's dealer customers have their own set of unique business needs and Baker Bros Flooring — the largest flooring retailer in Arizona with seven Phoenix-area locations — is no different. A key part of strengthening the partnership that Dal-Tile has cultivated with them was building greater trust, by listening to their needs.

"Two years ago, we wanted to find out how we could grow our business with Baker Bros; they had been a valued customer with us for a while, but we weren't getting as much business from them as we wanted," said Regional Sales Manager Randy Tanos. "So we set up a meeting with the company's owner, who was pretty frank with us on what we could do to help support them."

During the conversation, the owner was straightforward about the needs of his seven showrooms and even discussed some of the strategies that Dal-Tile's competitors used that were working for him. The team listened to his concerns and promised that they would find ways to address all of them.

Demonstrating our commitment
They went back and came up with a plan that included Dal-Tile Sales Representatives visiting the stores more regularly, creating special promotions around the products that Baker Bros particularly wanted to promote to customers and other customized services.

"The team on this account included Regional Vice President of Sales Todd Lehr, Phoenix SSC Manager Joe Lander, Sales Representative Rex Lassiter and Customer Service Representative Robert Vega," Tanos said. "Without each of them being completely engaged and involved, we wouldn't have had the same success — because they've demonstrated to the owner how committed we are to his business."

Baker Bros' sales increased and they were so pleased with the work that the Sales team put in to meet their needs that they added more of our products to their store and then signed on to become a member of the Daltile Statements Dealer Program. "In 2017, we doubled our business with them and we're currently on track for even greater growth this year," Tanos added.

Supporting a loyal, vocal customer
"Because of our team's success, Baker Bros' owner is considering adding more Statements locations within his current business," said Jeremy Sax, general manager of Dealer Sales. "This effort is an outstanding example of the Corporate Dealer Team working with the field to nurture sales success in support of a loyal, vocal customer — he is also a current Statements Advisory Board Member and key member of the National Flooring Alliance (NFA), and because our local team made it happen, he raves about Dal-Tile to his fellow Board Members and NFA members nationwide."

"There's really no secret to this type of success; it's just a matter of doing it," Tanos said. "It's all about the relationships our customers have with our local teams — because you can make all the promises in the world, but if you don't have the right people committed to the needs of the customer, you'll never get the results. I'm very proud of the work the team has put in to improve our relationship with this dealer."

Baker Bros team IMG 1399 edit

Dal-Tile teammates Vega, Lander, Lassiter and Lehr at the Phoenix SSC.

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