When there is a downturn in the economy and things get slow, one way to wisely use your down time is to learn about new products and techniques. Conversely, if you find that you are in a rut with your projects, a new product or technique may be just the shot in the arm you need. By sharpening your skills you differentiate yourself from your competition and make you and your company more attractive to potential customers. You also increase your potential to build revenue by being able to handle more of the scope of services a client might require. Let’s explore how you might go about expanding your skill set to increase sales.
1. Find out what products your suppliers are selling the most. And find out why they are selling so well. Identifying features and benefits of these items will help you when advising clients on how to proceed with a project. It could be a design feature, a time or energy saver, or a price point.
2. Investigate new technology. If you are doing kitchen and bath projects that list might include ductless venting for cooktops or spa systems for the ultimate bathing experience. For landscape architects and contractors, pools have come a long way in the last few years. Consider learning about salt water and natural pools. By learning about the most technical of these systems you will be better able to advise your customers as to which vendors offer which options. You may also be able to charge more for a more technically difficult installation.
3. Figure out a new way to do an old trick. Perhaps you could update an existing software package or try a new one. Taking a class at a local trade school or university could net not only a good education but perhaps some valuable leads. Many suppliers offer seminars on the installation of their products for free. Again, this could be a great way to meet some new contacts in the industry.
4. Educate yourself on related products. Maybe your specialty is room additions. Have you thought about incorporating landscape design in your skill set? If you are adding square footage to the home, you are reducing square footage to the property and disturbing existing landscaping. Why stop at the structure when you could also propose a new exterior plan and maybe add to your sale? If you are a design/build operation, why not have a selection center in-house? If customers are coming to you for the space planning and the construction of their project, they might as well let you handle the specifications of the interior finishes as well. Talk to your favorite sub-contractors about supplying samples to make the process easier. Perhaps you are a kitchen and bath specialist… maybe adding some product knowledge on new cooking technologies would give you the edge over your competition.
5. Concentrate on trends in your field. Customers are always looking for the next new thing. Right now, ‘green building’ is at the forefront of many consumers’ minds. Find out what products and techniques in your area of expertise fit this trend, and perhaps which ones you could add to become more environmentally minded. Consider becoming accredited by one of the affiliations that govern green design and products. Color trends are always evolving. For those involved in finish color selection, brushing up on these trends every season will keep you in the loop.
6. Consider inviting potential customers along in your quest for more knowledge. Many consumers are hungry for (or are just curious about) more information on how things work. Perhaps you could hold classes in your facility or at one of your suppliers’ showrooms. If you are a plumbing supplier, maybe a class on the newest trends in plumbing fixtures would be appropriate. For design/build companies, a speaker from the roofing supplier on the newest types of roofing systems would be helpful. Kitchen and bath designers: how about a class on features and benefits of the many countertop options. Not only are you showing potential customers your design savvy, you get to spend quality time with these folks, hopefully gaining qualified leads.
7. Learn how other trades run their businesses. Join or establish a round-table style discussion with other business owners, tradespeople, or suppliers which are not in direct competition with you, but are still at least in a similar industry. By talking with each other you can adopt the best practices of all these folks. Perhaps the lighting supply house has a great idea on how to market new products, or a general contractor has innovative ideas on how to generate leads. The tile contractor could have some pointers on how to reduce the amount of change orders on projects, while the interior designer may have a great new trick they found to make their bookkeeping easier. You may even join a buying group that gives you the opportunity to talk with business owners that do exactly what you do, but in other parts of the country and therefore not in direct competition with you. These buying groups often offer free or low cost educational webinars or seminars to help you build your business (and in turn help them build their business).
Use your time wisely, and even though you are not directly involved in selling while doing these things, you can still stay productive. By following these steps you will be planting seeds for a future harvest.
Juliet Bauer, of Classic Cabinetry, graduated from University of Tennessee at Chattanooga’s Interior Design program in 2000. Her designs have been featured in Who’s Who in Chattanooga magazine, Signature Kitchens and Baths, and has had multiple kitchens featured in the Junior League of Chattanooga’s ‘Tour du Jour’.
“As the designer on a project it is my job to bring my customers’ dreams to reality. As a project manager it is my job to make sure all of the elements of the design come together in a timely manner, and within budget.”
Juliet is certified by the NCIDQ (National Council for Interior Design Qualification), is a member of the NKBA (National Kitchen and Bath Association) and has been in the design industry since 1999. Though she has spent most of her career specializing in kitchen and bath design, she also continues to design other rooms of the home. To view some of Juliet’s work, tour the Classic Cabinetry showroom, located at 2525 Broad Street, Suite 101, Chattanooga, or visit the website at www.classiccabinetry.us.
