Focus on the game

If there’s a business philosophy that propelled Patrick Williams to success as president of WCCV Floor Coverings in Stow, it’s one that any sports enthusiast can relate to.

“As a manager, I probably spend far too much time analyzing my goals, because that can sometimes be a distraction. But my athletic background trained me to set goals and practice how to get there,” he says. “Business is a little different — there are no games. Still, I focus on our goals and how we measure our success.”

Williams reveals that although his company is a second-generation venture, WCCV wasn’t handed to him on a silver platter — he’s still paying for the business he bought from his father in 1994. And every day since, he’s diligently focused on goals and how to best achieve them.

“Our goal is to be the most professional flooring company in Northeast Ohio. Since we’re in a mom-and-pop industry, I’ve always felt that for us to have a competitive advantage, we must be the most professional, and we must provide a destination shopping atmosphere that wows the customer,” he says.

That’s why WCCV’s 5,500-square-foot showroom is like a design center that reflects the firm’s expertise and showcases specialties that merit more than a glance.

“We’re the only company in Northeast Ohio that can provide and install everything from site-finished hardwood floors to pre-finished hardwood, carpet, cork, bamboo, ceramic, vinyl, laminate, area rugs, the list goes on,” Williams says. “No other company in Northeast Ohio has a fashionable showroom that displays all the products we have under one roof. That differentiates us.”

Focusing on a niche specialty — laser-cut, custom inlay medallions — has also made WCCV more than a contender.

“It was the perfect niche for us because we were already dealing with custom stained hardwood floors,” says Williams, noting that two medallion inlays (a golfer and a pheasant) in his showroom floor do more than turn heads — they boost sales.

WCCV annual sales top the $9.5 million mark. But if it weren’t for quality employees, the figures wouldn’t be so impressive, Williams says.

“Regardless of your business or industry, unless you have a good, committed staff, you’re not going to be successful,” he says.

That’s why Williams fosters a company culture that provides opportunities and rewards for his 64 employees, from installers to sales representatives, with good benefits, generous compensation and respect. That, in turn, he says, inspires them to make the customer king.

“The focal point of the process is the customer, so everybody here works together to make sure that the customer is so happy, he’ll tell 10 other people about us,” he says.

And since reputation is everything, the slogan “back it up” is a company mantra, Williams says.

“You’re only as good as your reputation, and if you can back up what you promise, people will sing your praises.”

So, how does Williams measure success?

“I’m an entrepreneur — I measure by how much money I make,” he laughs. How to reach: WCCV Floor Coverings, (330) 688-0114