toward resolution. The concrete floors were so bad that his “more than fair” estimate to repair them came to well over $100,000 and no one would listen to him. For some reason, the owner of the project was protecting the concrete contractor and would not consider paying out any money to resolve the issue. After a day of taking laser readings and laying out a complete diagram of the floor variations we were able to convince the GC that the floors were in fact, that bad. It was obviously not my friend’s fault, but the owner still would not relent. So, I advised my client to offer to sell all the tile mate- rials that were already on site to the owner and let him find someone else to perform the install. My reasoning was that my client – as a professional flooring contractor – could not in good conscience knowingly perform an inferior installation. Unless he was allowed to repair the floors and get paid to do it, he was willing to walk. The GC, by the way, respected him greatly for taking the position that he did, and the owner finally relented. The moral of the story is to stand by what you know is correct and proper. A tile contractor should never TECH TALK –––––––––––––––––––––––––––––––––––––––––––––––––––––––––– WHERE GROWING YOUR BUSINESS IS OUR PURPOSE. Joe Lundgren is a globally recognized product and marketing expert in the ceramic and stone worldwide markets. His specialty is Business Development, Product Management, and Marketing. Joe has developed his expertise in strategic planning, new product development, and marketing strategy for North America during his 27 year career at Dal-Tile, a subsidiary of Mohawk Industries. Joe has extensive experience in multiple sales channels including distribution and Home Centers. Additionally, Joe represents the Tile Council of North America (TCNA) for its testing laboratories, which has Joe at the epicenter of the industry for all new initiatives. Please contact Joe Lundgren for a free consultation proposal! +1.214.641.7773 JOSEPHLUNDGRENCONSULTING.COM JLC_1.2_Horiz_Ad_1710.indd 1 9/15/17 9:24 AM In 10’ the floor dropped 3/4”. 62 TileLetter | March 2018