Best Practices: Tish Flooring maintains a client-centric technique – Mar 2019


After graduating from Indiana University in 1997, college roommates Cameron Haughey and Nate Roberts pooled their cash. They released Indianapolis Custom Carpentry-a business focused on framing houses and installing hardwood floors-the very next year. Only two decades later, ICC is a $33 million different flooring corporation committed to building a subculture that attracts young process seekers, encourages them to make a career in retail floors, and wins enterprise through this contented and committed staff.


In 2002, the best four years into their Indianapolis Custom Carpentry mission, Haughey and Roberts became their focus solely to flooring and opened a small retail shop, called ICC Floors. With its roots in hardwood set up, the brand new showroom targeted specifically on that class also carried some Shaw broadloom presentations and a little ceramic from Daltile.


At the equal time, Haughey and Roberts determined to pursue custom builder paintings. Roberts had a quick stint at Pulte before starting ICC, so the pair had a few insights into the builder business and started chasing it aggressively. They gained some neighborhood builder hardwood accounts and then some with carpet and tile as nicely.

In the 1/3 12 months of this enterprise, 2005, ICC landed a Pulte account and went from $1 million to $three million in sales overnight. “This becomes our large break into the countrywide manufacturing scene,” recalls Haughey, “and it gave us a variety of validity. We moved into a one of a kind class for purchasing energy, and it caught the eye of a lot greater carriers.”

Besides, the enterprise moved into a larger space. Over time, it stored increasing in that area, leasing greater square footage, and finally bought that location. Today, the corporation’s primary showroom-which accounts for ninety-eight % of organization flooring income-has separate zones for each product class. Each zone has a separate front.

ICC entered the paint enterprise in 2008. Haughey says, “Benjamin Moore formed a really excellent advertising partnership with us and helped us open the additional locations [in Westfield and Carmel], as it becomes underrepresented in those markets. This enabled us to get the one’s shops open, and the logo calls out. In Westfield, the closing paint region we opened, we have a first rate-sized flooring retail operation we’re seeking to develop. Demographically, Westfield is a great healthy for us. It’s an up and coming area and a bit too a ways to anticipate customers to tour to our predominant vicinity.”

The business enterprise’s enlargement into shelves turned into a piece greater of a surprise. “We had talked about getting into the cupboard commercial enterprise,” says Jason Wagner, VP of sales for ICC. “Two years ago, we had a fairly huge commercial settlement with a builder for floors. That builder had a cupboard agreement with an agency that went out of enterprise. The builder got here to us, and we were given into the cabinet business in 24 hours. We got the job finished efficaciously and even made a bit of money from it.” The agency had only some cupboard displays in their Indianapolis showroom for some time, but after more than one proper years of selling big jobs, it decided to head all-in. The business is currently completing a complete cupboard showroom in Indianapolis with multiples traces, shows, and cupboard designers. The vicinity additionally gives Benjamin Moore merchandise. Westfield presently offers flooring, shelves, and paint, whilst Carmel is a Benjamin Moore-only vicinity.

Today, ICC’s sales breakdown is as follows: forty five% production builder, 15% custom builder, 20% business, and 20% residential replacement. The business enterprise sells all flooring product classes, with WPC representing the largest element today, followed by hardwood and ceramic aid.


Haughey and Roberts are having amusing. That is straight away obvious in how they interact and discuss the commercial enterprise. They don’t take themselves too seriously. They don’t take their enterprise too significantly.

That’s not to mention, of direction, that they don’t attempt for perfection. But they paintings from the information you may get a job completed with a smile on your face or a frown. One technique builds community, attracting the kind of desirable-vibes job seekers who welcome clients and promote based totally on relationships instead of desperation. The other pulls in people who are there because they want to be, not because they need to be.

To that end, ICC hires for attitude, no longer experience. “Probably ninety% of the hires we’ve had over the past 4 years have been inexperienced,” Wagner explains. “We train from zero. We can pay for it within a brief time period. However, we see the advantages in the long term. We use an Indianapolis-based software program business enterprise for schooling, growing our own modules, which constantly teaches us. There are positive classes particular to a function and others that everybody gets, consisting of getting to know approximately how the business was started. It sincerely permits new hires to shop for into our story and culture.”

Haughey adds, “We are protective of ensuring humans in shape into our tradition. A lot of people are resentful of our workplace-we work tough, however, laugh. We have created a culture of folks who are like-minded. We also trust the significance of domestic life. This is a family surrounding.” Another attribute that ICC believes all its sales team contributors should have: a hobby in sales and layout.