To continually make high-margin sales you definitely must be seen and heard. You must BE DIFFERENT and SPECIAL. You must be a CELEBRITY.

The solid surface industry is changing dramatically. If you are to make it boldly and profitably in the years ahead, you must change with it or risk going the way of the dinosaur.

It is not your fabrication skills or production systems which must be changed. You must alter your way of selling and marketing your services.

Being an average fabricator is no longer adequate. Anyone can be competent what with CAD Systems, automated templating, tons of how- to fabrication manuals and a abundance of industry skills training programs. Being able to produce the product is not the solution anymore, it is a given.

In the first thirty years of the solid surface business, taking a broad-based approach worked. But, if you continue this way you’re just plain vanilla in 33 flavor world. No longer does one buy what they need, even at the most rudimentary entry level. Everyone wants it to be personalized, customized and “done my way.”  The day of the “CELEBRITY FABRICATOR” is here.

 Fabricators can increase their sales and market share by employing a more narrow focus, based on education and experience – by being the recognized leader in their market place. The premium surface buyer, at all price levels, wants to deal with an expert. It is that simple.

An excellent sales tactic and challenge is to position yourself as a specialist. Be known as a “recognized expert” in some significant area of solid surface/quartz fabrication, or project excellence in your community.  Keep it simple by focusing and developing credentials as a “recognized expert” in only one or two niches. You want to be known and respected as one who has the knowledge, passion and excellence in one specific niche in the solid surface and/or quartz area.

The consumers become more knowledgeable, demanding and exposed to multi-sales options coming from many sales levels at once, you must find a way to stand out in order to succeed. Consider this fact: Experts stand out in the arena of average.

You need to change your way of doing business from "I can do everything and anything you want" to "I'm a specialist” – in some special part of the solid surface/quartz marketplace.

Paradigms have shifted. The current market and buying trends prove beyond any doubt that the days of generalists are over. It’s simple logic, the generalist does a lot of “average” in a industry full of average fabricators where no one stands out, while the premium buyer is looking for “special and unique” to be different in their above average lives.  

Generalists lack the depth of knowledge, passion, commitment and belief required to rise above the herd. In today's competitive marketplace, you need more marketing and sales knowledge and a strong commitment to a focused effort. In short, you must focus or die!

Generalists vs. Specialists

The old paradigms of the generalist:	The new paradigms of the specialist:
Expresses attitude of "countertops are countertops.” I’ve done hundreds – I’ve done them all - I know it all!"	Studies consumer buying trends and learns how consumers make buying decisions: q      They are empathic.
Isn't focused on what the customer is demanding in the way of personal service, knowledge, expertise, wants and needs. One size fits all.	Has expertise in a specific type of sales, fabrication or installation niche; focuses on the customer’s needs and wants: q      They have expertise.
Often does not possess any uniqueness or in-depth knowledge of fabrication, installation, production or marketing.	Develops deep-based knowledge and commitment to unique fabrication techniques, installation skills or marketing acumen. q      They are special.
Uses standard products, designs, fabrication and installation processes to imitate uniqueness. The attitude is "countertops are countertops – Oh, Ho Hum.	Goes beyond what the client and market wants; offering unique standout things that others do not.  q      They project uniqueness.
Does not perform in-depth research or development or go out of their way to make any job unique and special.	Is committed and passionate about research, details and in making every project unique, authentic and different. q      They lead their field.
Doesn't develop a long-term relationship to ensure future referrals and becomes known as the expert to seek out.	Becomes a partner with the client to ensure the success of their project and long-tem business referrals. q      They generate respect.
Chooses products and fabricates tops and surfaces that look just like that of every other fabricator in the region.	Possesses matchless knowledge of the niche. In a sea of look-a-likes their passion, expertise and commitment shows. q      They stand out.
Takes any job that creates a paycheck. And never grows beyond that mentality.	Is different from the start. They standout on the job, in their shop, and as a partner, problem-solver, teacher, coach and business friend. q      They are leaders.
Disdains the whims of the customer and any challenges presented to them. Always scraping for the next job because nobody really cares.	Is a leader and a recognized expert in the community. Their commitment and passion are heralded in the marketplace. q      They are a champion.
Frustrated, negative and wondering why the business has become so hard, and why prices are dirt-cheap. Scowls a lot and usually blames the industry for their lack of continued growth and profits.	·      Always has enjoyable business, maintains an outstanding success image, is a recognized expert in the sales, fabrication and installation of solid surface and/or quartz. q They are a celebrity!

Are you celebrity material? Go back to the right column above. Check the q boxes that are true for you.  Do you add up to being a celebrity?

When the horse is dead, DISMOUNT!

You need a new vehicle to succeed in today’s marketplace. The days of just being a good salesperson, fabricator and installer are gone. Consumers can buy good fabrication work just about anywhere and usually at a lower price.

Today, people buy people. You must be a unique person that standout in your niche. You must become respected for what you do. It’s called celebrity status. You must be the #1 Premium Surface Pro in your niche. And, people must know it.

You become “a celebrity” by developing specialized marketing and a commitment to becoming “known.”

a)      BE DIFFERENT - Discover and document your area of expertise, be it in fabrication uniqueness, special design skills, serving customer interests, etc. Then, market and sell yourself in the market place as a specialist – unique and one of a kind.

b)      SHAMLESS SELF PROMOTION - Seek out opportunities to demonstrate, display and preach your uniqueness and what it means to future customers.

c)       PLAN AHEAD - know where your expertise and niche will be in five years and how to get there.

d)      BE DIFFERENT IN YOUR KNOWLEDGE AND APPLICATIONS - Seek out top quality, customer-focused sales and marketing training. Don’t settle for the old “kiss-em until there lips are chapped” ideas and solutions.

e)      DON’T BE AVERAGE - Clearly define and advertise your unique position in your marketplace – promote yourself.

f)        YOU MAKE YOUR OWN SUCCESS HAPPEN - Create marketing that promotes your uniqueness and specialty. Celebrity status is made. Act like and be a celebrity.

g)      REPETITION OF YOUR UNIQUE SALES MESSAGE IS THE KEY TO SUCCESS - Keep telling potential clients who, what, when, where, why and for whom you do business. Every 90 days, get in front of your present and future customer’s faces and tell them what they want and need to hear; which is that you are special and unique.

Maybe, your mother and grade school teacher were wrong when they said, don’t stand out. You definitely must be seen and heard. BE DIFFERENT & SPECIAL – BE A CELEBRITY!

By:

Robert R. Oxley, Executive Director
of the
International Solid Surface Fabricators Association
975 American Pacific Dr., Suite 102, Henderson, NV 89014
Office: 1-877-GO-ISSFA or 702-567-8150     Cell: 702-604-1130   
E-mail: oxley@issfa.org      Website: www.issfa.org