b'BUSINESS TIPHow will you standsponsored by out in a crowd of tile installers?By Luke Miller, founder, Tile MoneyWhen I was 17, I started workingyouredifferent.Foronething, withtile. Almostdaily,whenouryourereadingthisTileLetter. crewwouldwalkintothelocalYoualsoknowwhattheTCNA sandwichshoportaqueria,weHandbookisandhaveEJ171 wouldgetasked,Whatdoyoumemorized. You dream about tile doforwork?Whenwerepliedand spend your free time hanging We install tile, nine times out ofout online discussing best practices 10 the person behind the counterand sharing photos of your favorite wouldreplyoneoftwothings:work.ButunfortunatelyMr.and Imatileinstallertoo!orMyMrs. Jones dont necessarily under-neighbor/brother/uncle/son/daugh- standthedifferencebetweenyou terisatileinstaller!Wewould the professional who has devoted always get a chuckle and look atyour life to tileand the weekend each other and say, Yep, everyonecontractor.is a tile installer!Seventeenyearslater,thingsMarket what sets you apart havent changed much, and everyfrom the crowdthirdpersonseemstoclaimthatSoontopofmemorizingthe theyre Gods gift to tile; it doesntTCNAHandbookandspending seemtomatterthattheyarecur- allyourfreetimethinkingand rently hanging drywall or pouringdiscussing tile, you also need to overpriced lattes to hipsters. befocusingonyourmarketing Sohowwillyoustandoutand selling skills. In fact, its your among this massive crowd of tiledutyastheprofessionaltoedu-installers? cate your potential customers and See,youandIunderstandthatyourcommunityontheproper 30 TileLetter | April 2019'