HOW DID YOU START IN THE FLOOR COVERING INDUSTRY? ACCIDENTALLY! I went to school for Commercial Art but quickly decided it was not a career path I wanted to follow. I spent the next several years in Banking and a few years in Automotive Accessories Distribution. In 2000 I was faced with a renegotiation of my contract which left me with few opportunities to grow my business, so I left. In the year that followed I had a couple of odd jobs that allowed me to keep up with my bills but that was it. At the time, my brother who was a contractor was doing work for a high-end flooring retailer who was looking for a salesperson. Though I had no desire to be in retail (or flooring for that matter), at my brother’s request, I reluctantly met with the owner. I was offered the position but felt strongly that it was not the right fit for me so I turned it down. Looking back that could have been the biggest mistake of my life. It was one of those life changing decisions that you aren’t aware of at the time it is happening. TAKE A CHANCE ON ME A week had passed since the offer and another position I had been hoping for, fell through. With bills piling up I knew I needed to find something. So, with my tail between my legs, I contacted the flooring retailer and asked if the position was still available. After a long discussion and a lot of convincing, the owner of the store took a chance on me for which I am forever grateful. I honestly could not have had a better starting point in this industry then that position. The store was The Square Yard located in Summit. Bill, the owner took such pride in the way the store was arranged and set up. He often referred to it as “The Neiman Marcus” of floor covering. He wanted consumers to have a better experience and to feel excited about their purchase. His moto was “Never deny someone the thrill of spending money on quality”. Beyond everyday consumers, The Square Yard had a large following of Interior Designers. I found myself liking this business more than I had ever imagined. I was able to combine my sales knowledge with a creative side that I didn’t have before. I could appreciate the artistry in hand knotted rugs and carpets. CLIMBING THE LADDER With the financial aftershock of 9/11, unfortunately (and fortunately) things did not last long with The Square Yard. I was offered and accepted a position in distribution for a floor covering supplier. I stayed in distribution for 4 years, however it became very stale and repetitive. I felt the need to be challenged by a different part of the industry and started searching for a position where I could concentrate on building relationships. I wanted to sell solely to trade ASSOCIATE MEMBER SPOTLIGHT DANE ROHMANN EXCEPTIONAL FLOORING CONCEPTS 241 Cedar Knolls Rd., Cedar Knolls, NJ 07927 973-585-7635 dane@efcdesigns.com
professionals. In 2006 I was fortunate to land such a position, and have been able to build and grow those accounts ever since. With time, each relationship grows stronger and becomes more personal. In short, this industry became everything I never knew I wanted and I feel so fortunate to have been given the opportunity 23 years ago. FEAR OF THE UNKNOWN …….By 2011 I was finally in a place where I felt my career was well established and growing. Unfortunately, I was unaware
of what the following year would bring. After spending 6 years and growing my business by 200% I was once again faced with renegotiation of a contract and to sign a non-compete clause. After much discussion with my wife, I decided it was not in my best interest to do so. I felt strongly that only you should be the one to decide if a future opportunity is worth considering. Had I signed the agreement I would have put a limit on my own potential which I was not ok with. The search was on once again to find a workplace I could call “home”. As if that were not enough stress, also that year I was diagnosed with Prostate Cancer. After the initial shock sunk in, My wife and I researched many different treatment options and visited several specialists. In the end, given my levels, we decided to go the route of active surveillance which more or less
means keeping a constant eye on it. If anything were to change we would have had to act on surgery or radiation. 13 years later, we are thankful that the cancer has stayed at low levels and has not grown and I am still able to have it monitored.
TRUST YOUR GUT! I am so glad that I stood my ground and did not sign the non compete clause. It has lead me to where I belong. I am very fortunate and proud to call Exceptional Flooring Concepts my home. There is truly not another flooring provider like it. Many can present the same product lines but will never be able to offer the service and value that Exceptional has built its reputation on. What products and services does Exceptional Flooring Concepts provide? Carpeting, Wood, Tile, Vinyl, Area Rugs, Rug Fabrication, Sanding and Refinishing of Hardwood Flooring. I have had the good fortune of holding several different jobs within the industry which has given me a broad understanding of how each part comes into play. It’s not just about sales and knowledge it is also about project managing, following up, keeping an open dialogue and transparency with your point of contact for each job. Exceptional Floor Coverings employees are professional, experienced, well trained . We take great pride in having in-house installers who are CFI and Bona certified. What is the story behind your business? Erik Luthy who is the founder and owner. Erik started as a carpet installer at the age of 17.
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