to us and understand that we are using high-quality, job-appropri- ate materials on their installation. Those are the ones who recognize that we are the industry experts they hired to create the installa- tion of their dreams, one that will provide decades of trouble-free service all while being walked on by tens, hundreds, thousands, even millions of people. These are installations that will be hosed down or submerged in water, splattered with curry, repeatedly slathered with shower products, or have cars parked on them. Properly installed tile does all of this so well and most often does it all beautifully and flawlessly. It enhances our lives. There is a lot that goes into a great tile installation and a tile contractor needs great commu- nication skills to explain things to perceptive clients. Before the sale we explain why we are the company to hire, that we are the industry expert who uses tile industry standards, methods and best practices. We understand the wide array of manufacturer prod- ucts and systems available to us and have selected the best system to use on their installation. We are active members of our nationally recognized professional associa- tion. We have had our knowledge and skills tested and have become nationally certified tile installers. We know how to plan and orga- nize and schedule the job. We stay on task. We turn over a beau- tiful installation that will stand the test of time. We are grateful for our customers and they appreciate us. Everyone is happy. The challenging customer But there are those who are a bit more challenging. There are those who haul in the halogen light and put their nose six inches from the tile. They have a roll of blue tape in one hand and a marker in the other. They look for chips in our cut edges, pinholes and depres- sions in the grout. They look for the dreaded lippage. Are they wrong to do so? After all, they are going to own this job for a long time and their installer wants to be paid a lot of money for it so they want to make sure they have the final say before that final check is written. The answer – it’s a bit like that Hollywood star. Tile installations are meant to be viewed and admired from a rea- sonable distance. I have had clients who were on vacation while the work was being done. When they return they are so proud and happy that as soon as I turn their project over to them, they put word out to the neighbors to come over and see the finished work. To come right away, meet me, see my work and hire me. What a great feeling. I have also had clients who sat on the couch ostensibly watching their ‘soaps’ but really were there –––––––––––––––––––––––––––––––––––––––––––––––––––––– BY THE BOOK TileLetter | December 2017 91