Eco-Grip® Sales Playbook

Internal sales, estimating & objection-handling reference — commercial slip-resistant flooring

Branded: Legacy Designers & Contractors now  →  migrating to Dice Flooring Co.

1 · Product Snapshot

Eco-Grip® is a slip-resistant, anti-fatigue commercial flooring system made by Allied Industries International (distributed through Emerald Distributing). Legacy installs it as a certified Eco-Grip installer. The one-line pitch:

"A flooring vendor sells square footage. A GC solves the whole room." — we handle floors, drains, slope, cove base, wall transitions, equipment legs, phasing and turnover, not just material.
Safer
Textured aggressive finish engineered for wet, greasy, high-traffic floors. Reduces slips & fall claims.
Cleaner
Chemically heat-welded seams + integral cove base = non-porous, sealed surface. No grout lines for grease/bacteria to hide in.
Kinder on staff
1/4" (6.5mm) cushioned, PET fiber-reinforced. Anti-fatigue — eliminates the need for floor mats.
Faster
Installs over many existing substrates (incl. quarry tile). Adhesive/seal cures ~2 hrs → often same-day / overnight return to service.
Greener
98% recycled material; supports LEED credits. Diverts ~14M lbs from landfills annually.
Backed
Up to a 10-year warranty. DEH-acceptable in lieu of quarry tile in food service.

Best-fit buyers

Commercial kitchens & restaurants, walk-in coolers/freezers, restrooms, hospitality, schools, healthcare/assisted living, veterinary, gyms & fitness, industrial wet areas, outdoor terraces/decks.

2 · Pricing & Margin Calculator

Rule of thumb: easier installs price at $22/SF, harder installs at $25/SF — "harder" = more demo, prep and install effort. Hard material cost runs ~$9/SF (sheet $5.82/SF at 5'×10' = 50 SF/sheet, plus underlayment adhesive and liquid seam weld). The margin lives between that hard cost and the finished price; demo/prep/install labor is what eats into it. Adjust the blue fields per job.

GROSS PROFIT
Line$$/SF
Revenue (finished price)
Materials
Demo
Prep / install
Other job costs
Total cost
Gross spread check:
Finished price minus material hard cost. Your demo/prep/install labor comes out of this spread — what's left is gross margin.

Note: material default ($9/SF) and sell rates come from Alan's real numbers and recent proposals (UCR $25, Pizzos $23.4, Working Class $24.1, Motor City $22). Labor/prep defaults are editable placeholders — replace with your true crew costs. Calculator does not include sales tax, permits, or overhead/G&A unless you fold them into "Other."

3 · Price Reference

Finished pricing (what we charge)

Difficulty$/SFWhen
Easy$22New construction, clean/level slab, minimal prep, simple layout
Standard~$23–24Light grind/prep, some cuts, normal cove base & transitions
Difficult$25+Heavy demo, coating removal/grinding, slope/drain work, freezers, phased/after-hours

Material hard cost (Emerald Distributing — FOB Charlotte, ref guide)

ItemPricePer SF / note
Eco-Grip 6.5mm sheet, 5'×10' (Alan's working cost)$5.82/SF50 SF/sheet → ~$291/sheet
Sheet, standard colors (Slate/Pewter/Charcoal) — guide$182.52/sheetguide lists 5'×8' = 40 SF
Sheet, premium colors (Mesa/Mocha/Forest) — guide$200.11/sheet~+$0.44/SF vs standard
Urethane adhesive (1-part, 4 gal)$269.00
Two-part epoxy adhesive (kit)$117.94
SpeedFlex liquid weld cartridge (490 ml)$82.0412/box
Sealant (box of 12 tubes)$119.63
V-Rod (500 LF roll)$200.53~$0.40/LF
PVC NextGen base cap (400'/carton)$272.00~$0.68/LF
Aluminum cove base cap (8')$18.58~$2.32/LF
Stainless cove base cap (8')$49.79~$6.22/LF

All-in material ≈ $9/SF blends sheet + adhesive + seam weld. Add cove cap, V-rod, thresholds and SS collars/flanges per job — see the full Emerald Price Guide in 02 Pricing & Estimating.

4 · Objection Handling

"It's more expensive than tile / epoxy."
Compare lifetime cost, not square-foot sticker. Tile fails at the grout (staining, cracking, odor, scrubbing labor); epoxy chips and peels; both create slip and fall-claim exposure. Eco-Grip is a welded, non-porous, anti-fatigue system with up to a 10-year warranty — fewer claims, no mats to buy/launder, far less cleaning labor, and it installs overnight so you don't lose revenue days.
"Will the health department approve it?"
Yes. We submit Eco-Grip to County DEH in lieu of quarry tile — it's a substantial upgrade in slip resistance and cleanability, and it meets food-safety requirements. We did exactly this on Motor City Pizza (National City).
"We can't shut the operation down."
You usually don't have to. Adhesive and SFLEX seal cure in ~2 hours, so most areas return to service same-day or overnight. On walk-in freezers we warm the box to ~65°F, install, and bring it back to temp the same day — and we phase the work across 2–3 mobilizations so product moves into the boxes still running.
"Can you install over our existing floor?"
In most cases yes — including over existing quarry tile — when it's sound, bonded, clean, dry and properly profiled. We tap-test, remove loose tile, patch voids, fill grout lines and skim, then install. Where slope/drainage is wrong or tile is broadly failing, we price that as an alternate or change order. (See our Quarry Tile Retrofit Tip Sheet.)
"Is it actually slip-resistant when wet and greasy?"
That's the whole design point — an aggressive textured finish built for wet, greasy, high-traffic kitchens. It's specified specifically to reduce slips where mats and sealed concrete fail.
"How durable is it really?"
PET fiber-reinforced to take heavy loads, temperature extremes, impacts and punctures. Backed by up to a 10-year warranty. It's running in commercial kitchens, freezers, gyms and outdoor decks nationwide.
"Why you and not a flooring crew?"
A flooring sub sells square footage; we're a licensed GC and a certified Eco-Grip installer, so we solve the whole room — drains, slope, cove base, wall transitions, equipment legs, phasing and turnover — and coordinate around your other trades.

5 · Discovery Questions

Qualify the space

  • Facility type and which areas? (kitchen, prep, dish, bar, restrooms, walk-ins, gym…)
  • Approximate square footage + linear feet of wall (for cove base)?
  • What's the existing floor and what condition — quarry tile, VCT, epoxy, sealed concrete, mats?
  • Any ponding, bad slope, or failing/clogged drains?
  • New construction or occupied/operating?

Qualify the deal

  • What's driving this — slips/claims, failed inspection, cleaning labor, staff fatigue, remodel?
  • Is DEH / health department involved or required?
  • What's the shutdown window — overnight, phased, full closure?
  • Target timeline and any hard dates?
  • Who signs, and is there a budget number?

6 · Eco-Grip vs. Alternatives

FactorEco-GripQuarry tileEpoxy / resinSealed concrete + mats
Slip resistance (wet/greasy)Engineered aggressive textureDepends on grout/profileCan get slickSlick; mats trap grease
Seams / hygieneWelded, non-porous, no groutGrout lines harbor bacteriaSeamless but can peelPorous; mats hold odor
Staff fatigueCushioned anti-fatigueHardHardHard / trip hazard
Downtime to install~2 hr cure; same-day/overnightDays; mortar + grout cureMulti-coat cure daysFast but recurring mat cost
Lifespan / warrantyUp to 10-yr warrantyFails at grout over timeChips/peels under abuseStains; mats wear out
MaintenanceWash down; no grout scrubbingConstant grout scrubbingModerateMat laundering + cleaning

7 · Reusable Proposal Language

Scope of work (core)

Furnish all labor, materials, supervision and equipment to prepare the existing substrate and install the Eco-Grip flooring system [color: ____], including associated adhesive, SFLEX sealing materials and integral cove base, across all designated areas. Includes layout, cutting and fitting; installation of seams, transitions and terminations; protection of adjacent surfaces; and daily jobsite cleanup and final detailing.

Quarry-tile retrofit clause

Existing quarry tile to remain only where sound, bonded, clean, dry and suitable to receive Eco-Grip. Contractor to mechanically prepare existing tile, remove loose or damaged tile, patch voids, fill grout joints and irregularities with approved polymer-modified underlayment, maintain slope to existing drains, and prepare substrate to receive the Eco-Grip flooring system. Areas requiring extensive tile removal, slope reconstruction, drain adjustment, moisture mitigation, hazardous-material abatement, or full substrate replacement are excluded and handled by alternate or change order.

Standard exclusions

Permits, fees and inspections; substrate repair, leveling or structural modification beyond normal surface preparation; moisture mitigation systems; floor drain / plumbing installation or modification; relocation of product, rental cold storage or temporary refrigeration; electrical/mechanical/refrigeration work; coring, abatement, or removal/disposal of hazardous materials; work outside designated flooring areas.

Terms

Lump-sum base bid. Payment: 50% due at contract signing (down payment), 50% due upon completion. Pricing valid for thirty (30) days. Final quantities field-verified; changes by written change order only.

8 · Specs & Colors

System

  • Thickness: 6.5 mm (~1/4") + prep materials
  • Sheet: 5'×10' (50 SF) — aggressive slip-resistant finish
  • PET fiber-reinforced; 98% recycled content (LEED)
  • Chemically heat-welded seams (SpeedFlex liquid weld)
  • Integral cove base; SFLEX sealing; V-rod terminations
  • Warranty: up to 10 years

Colors

Standard: Slate (SLA), Pewter (PEW), Charcoal (CHA)

Premium (~+$0.44/SF material): Mesa (MSA), Mocha (MOC), Forest (FOR)

Color chart image in 01 Product Info & Specs. Pewter is the proven food-service default (used at UCR).

9 · Install Cheat Sheet

  1. Document & sound-test: photos, drains, transitions, equipment legs; tap-test tile for hollow/loose areas.
  2. Decontaminate: degrease, scrub, rinse/extract, dry (restaurants often need more than one cleaning cycle).
  3. Profile & prep: mechanically abrade nonporous tile; remove loose tile, patch voids, fill grout joints, skim/level; prime/bond as required.
  4. Verify elevations: drain collars, floor sinks, thresholds, walk-in & ADA clearances (account for ~1/4" build-up).
  5. Install: manufacturer-approved adhesive, seam welding, cove/base details, sealed penetrations.
  6. Freezers: power down, warm to ~65°F, install, cure ~2 hrs, return to temp same day.
  7. Return to service: adhesive/SFLEX cure ~2 hrs → often same-day / overnight; phase across 2–3 mobilizations for live operations.

Full detail: Quarry Tile Retrofit Tip Sheet and 6.5mm architectural drawings in 01 Product Info & Specs.

Legacy Designers & Contractors · CSLB Lic. #1131014 · 5145 Morena Place, San Diego, CA 92110 · 800-439-1318  |  Dice Flooring Co. (a division of Legacy) · www.diceflooring.com — internal use only