Peter Drucker, America’s management guru, once said a business only has two functions: Marketing and Innovation.

The news is good, the recession has bottomed out. But the war for business is still raging. The battle for customers is ongoing in the marketplace.

As I sat down to write this column, I struggled as I usually do to find a theme and message that would be pertinent to our readers. I considered our current economy and how many floor covering dealers have contacted me about how they are struggling to stay in business.

It’s sad to hear that many flooring stores have closed their doors; more may yet walk away. This is because they simply don’t know what to do when the climb becomes steeper and more arduous.

Let’s face it. Most of us are stressed over the economy.

I admit it! I’ve fallen into the trap of trying not to fail. I try to write motivational columns that encourage readers to keep going, to be positive, look for opportunities, take control, and be responsible, etc., but sometimes it’s easier said than done.

In late March, I spoke at the FCA Network convention about the value of being positive in these tough times. When the retail group first asked me, I was concerned because I’d had some discouraging days. I thought: if I’m down, how can I uplift these great dealers?

First impressions are important in business. Research by retailing expert C. Britt Beemer uncovered the standards by which women shoppers judge a retail store. One crucial standard is salespeople’s attire.

If you’ve followed this column or attended my sales seminars, you know I advise you to teach salespeople: “You are not selling flooring. You are selling our honesty, reliability, service, expertise, fair prices, and warranties … as they relate to flooring. Shoppers can buy flooring at other stores, but nowhere else can they buy our combination of integrity, service, and products.”

Whenever a group of flooring retailers or dealers gathers socially, eventually the discussion will move toward the “installation issue.” At dinner or sitting around having a few drinks, many dealers love to blame the industry’s woes on installers. Have you ever heard, “This is a great business except for you have to deal with installers”? Ironically, many of those who say this were once installers themselves. Sheepishly, I admit, that maybe I have even said it. But proudly, I still like to tell people that for much of my life, I installed flooring, that I am one of them.