The Benefits of Certification QUALIFIED LABOR –––––––––––––––––––––––––––––– The Certified Tile Installer (CTI) program run by the Certified Tile Education Foundation (CTEF) encourages installers to test their skills against industry standards. It offers industry members the chance to establish their place among the best and brightest installers. During Total Solutions Plus in Palm Desert last October, Becky Serbin interviewed several NTCA members about the ben- efits of certification. “It really is a way for me to cate- gorize my installers as well as let them know where they stand,” said Dirk Sullivan, NTCA state ambassa- dor for Oregon and owner of Hawthorne Tile, and State Ambassador. “It helps them want to move forward in the industry and to know what they have to do to get there.” The CTI program leads to bet- ter installations and increased wages across the industry. Martin Brookes, with Heritage Marble and Tile in Mill Valley, Calif., and NTCA 2nd vice president, said, “We’ve had great success using the program to elevate workmanship, to elevate the confidence of our guys to do higher-end installa- tions, and higher commitment to the standard of quality of work. It’s been really advantageous to Heritage Marble and Tile.” As the industry rises in repu- tation and reliability, its members benefit. “The CTI program allows me to offer something to my customers that not everyone else can,” said Brad Denny, NTCA regional director and State Ambassador, and project manager at Nichols Tile & Terrazzo Co. Inc., Joelton, Tenn. In addition to being a benefit to By Terryn Rutford, Social Structure Marketing Sullivan Brookes Denny 42 TileLetter | March 2017