For this issue of F-Talk we talk to CFA CEO Richard Catt to find out exactly what the CFA does, the benefits it provides for its members and why being a CFA contractor member gives you an edge in a competitive industry.
Editor: In a sentence or two, can you tell us what the CFA is all about and what it offers to its members?
RC: Our role is to look after the interests of our members, providing benefits, support and easy to access information, including legislation, technical updates, training and quality, but all with the ultimate aim of helping them to make it easier to run their businesses.
In a relatively unregulated industry, like flooring (compared with gas fitters and electricians, for example), we bring the entire industry together – contractors, manufacturers and distributors – in developing and maintaining a consensus on things like quality, influencing British Standards, safety and best practice.
Editor: And in simple terms for a contractor out on the job?
RC: Our aim is to help them to deliver the best quality job and maximise their profitability.
Editor: So, what are the key benefits of the CFA for a contractor who is thinking of joining?
RC: First of all, being a CFA member gives you instant credibility if you’re dealing with someone you don’t know. You’ll have the right to use the CFA brand on your stationery, vans, website or whatever. Clients and specifiers use our website directory to find flooring contractors and, having seen your listing, get instant reassurance that you’re a recognised professional. Just one job a year through the CFA can alone pay for membership.
Secondly, we aim to make things as easy as possible for you to run your business. From free legal and employment advice to confirmed, straightforward guidance on issues such as the latest coronavirus restrictions and what they mean for your business. This has been particularly welcome over the past few months as guidance and restrictions have changed so often and interpreting what they mean for our industry and specific situations often needs someone to speak to government and get a definitive response. As a recognised industry body, we are able to do that.
Thirdly, we provide real, practical help to make contractors more efficient and effective in their work. This includes things like the CFA Guide to Contract Flooring; a concise, easy to read guide that spells out what ‘best practice’ is and includes all of the things you (or your client) need to do (again, in practical, simple terms) to adhere to British Standards’ requirements without having to interpret these standards for yourself.
Editor: Fair enough, but the stuff like legal or employment advice or even being able to call on dispute resolution services (which the CFA also provides), can’t contractors do that for themselves anyway?
RC: Of course they can, but why spend the time finding individual suppliers? We’ve done all the legwork already, so why go through all that pain and hassle when CFA membership and then a simple phone call to a benefit provider or accessing something from our website will provide answers. I’m sure the less red tape contractors have to deal with, the better. Also, once they’re a member, all of that information and advice is free to access.
Editor: You mentioned quality and profitability as being the ‘simple’ benefits for contactors, can you explain a bit more?
RC: As the industry trade organisation, quality has to underpin everything we do. We champion quality, we offer discounted training through FITA (The Flooring Industry Training Association) – which is founded on delivering high quality flooring installations, and (through members) we help to define the British Standards that cover flooring and flooring installations.
As a contractor, being a member of an organisation that is synonymous with quality offers an immediate benefit and sets you apart from non-members, giving you an extra edge when tendering for work.
In terms of enhancing profitability, there are a number of areas where the CFA will have an impact. As I’ve mentioned, things like help with administrative and legal issues, and being able to access simple guidance on complex issues such as British Standards or, topically, how to interpret coronavirus restrictions in relation to specific flooring situations can save hours of time and expense compared with doing it on your own.
And, of course, training as we’ve already touched on is another key thing that we are passionate about that has a direct impact on profitability.
Editor: Yes, training is one of those things that sometimes gets overlooked in terms of the benefits it can deliver, especially for contractors who have a few years under their belt.
RC: Training for new entrants to the industry will ensure good habits and best practice are learned from the outset. If you can trust your employees to do a good job because they’ve been trained well, you’ll naturally spend less time supervising them.
And the benefit of refresher training for seasoned pros shouldn’t be underestimated. New products are being developed all the time by manufacturers, offering faster and easier installations.
In fact, it’s interesting to observe visitors to the FITA demonstration stand at the Harrogate Flooring Show every year; they can’t wait to get to the demonstrators after the show asking them about new products or tools being demonstrated.
And not only do FITA teach best practice working at their training courses, they also include legitimate tricks and tips to make the highest quality results that little bit quicker and easier to achieve.
What’s more, as a CFA member you’re entitled to 15% discount an all FITA training.
Editor: It all sounds good from an outside perspective, but what do your members think of the value you provide.
RC: To get it from the horse’s mouth, I’d say to ask them, but to give you some idea, you can look at our membership annual renewal rates.
Over the past nine or so years, this has consistently been between 94% to 96%, which is incredibly pleasing and I don’t think people would spend this money every year if they didn’t think it was worth it.