In the News

(Reprinted from THE FINISH LINE newsletter from BonaKemi, Inc.)

ONE-MAN SHOW CAN DO IT ALL
Mark Strehlow, Mark's Harwood Flooring, Omro, Wisconsin

"If you're going to do something, do it right," is what Mark Strehlow's dad preached to him over and over. And Mark now realizes just what his dad was talking about. Mark is the hardworking owner of Mark's Hardwood Flooring in Omro, Wisconsin. It's a one-man business and Mark does everything including answering the phones, giving quotes, measuring, selling, installing, finishing, advertising, accounting, and following-up on his finish jobs.

Business expansion opportunities have been numerous, but Mark doesn't want to expand. "It's harder to control quality if you have other people working for you. My customers also like dealing with one person. And my philosophy is, if it's not good enough for my own home, then it's not good enough for my customers." And since Mark is from a small town, word spreads. "You can't slough off or word will get back to my mom!" In fact, Mark has gotten such a good reputation (95% of his business is word of mouth) that some people book him without even asking him how much a job will cost!

Installing new floors is what Mark really enjoys, which accounts for 75% of his business. New construction is a harder working environment, but his profits are higher, it's easier on his body, and he gets to meet people. One homebuilder who builds spec houses has such absolute trust in Mark's work that he gives Mark free reign to put in whatever he wants. Mark can tell in five seconds what to put in the house when he walks in. He usually does something with borders, but nothing too unusual since they are spec homes.

EDUCATION IS KEY

"You have to educate people and tell them what's available. Some contractors don't even offer options other that red oak. I haven't installed red oak in three years." Mark installs 90% hickory and ash, with red birch and Brazilian cherry becoming popular lately. Mark developed a color brochure and a CD to send to prospective customers explaining wood, species, colors, sheen, etc. "I show my customers samples and photos. Education is the biggest key for having your customer like your final product. Tell them about dust containment. Most people think they have to move out of the house because of the smell and it will be a disaster with dust. Other building contractors don't even realize they don't have to get out of the house while it's being finished and are truly amazed at the quick dry time of a waterborne finish."

Mark uses only Bona products. "The first gallon of finish I used was Bona (Pacific Tech-1) and I have never used any other brand…there's no reason to. I used Ultra religiously until Mega came out. I like not having to use crosslinker - there's no waste. I'm very confident with Mega - I can put it on in my sleep. I love it." Mark recommends satin 99% of the time since the low sheen doesn't show scratches and needs less maintenance.

Mark does keep an open mind about other manufacturer's products. He once asked Tom Blakeman, of Blake-Stevens Wood Flooring, Inc., if he should change brands, and Tom said "absolutely not - you've got the best brand out there." Mark keeps current on competitor's products and reads heir literature, but has never used anything other than Bona products. "You can't get better than the best."