As our company enters our sixth year of success, it has become apparent that the single consistency in this business is continuous change. Acknowledging and accepting that what may have worked last year, last month, or even last week, may not be what works today is critical. Adaptation is imperative.
There was a time (not that long ago) when someone in the woodworking business could survive solely on their talents. In the custom cabinet business today, the likelihood of thriving on craftsmanship skills alone is pretty slim. In order to succeed in these challenging economic times, one must combine quality craftsmanship with the ability to implement a marketing plan that includes extensive networking and relationship building.
At the recent AWFS (Association of Woodworking & Furnishings Suppliers) fair in Las Vegas, I had the opportunity to meet with shop owners from across the country to compare notes and discuss marketing strategies. There was a single common theme amongst them, which is that shop owners need to step outside the shop and start actively selling.
As countless research studies have proven, consumers are most comfortable doing business with someone they know personally or someone that comes highly recommended from a trusted friend, neighbor or colleague. This means that the larger your sphere of influence, the more likely you are to secure new business. To develop new relationships, one must be willing to dive into the networking arena.
There are many different avenues to consider.
Join a Trade Association.
Getting to know other like-minded professionals keeps you on top of industry trends and how they affect you as a business owner. In addition, they provide a base for referrals when one trade professional finds themselves in a position to outsource work to another professional in the industry.
Join a Local Business Networking Group.
There are many business networking groups who meet weekly or monthly to educate each other on what is going on in their respective industries as well as trade business referrals. Generally speaking, there is a social element involved making it easy for even the most timid individuals to feel comfortable promoting their business in this venue.
Join an Online Discussion Group
Social media sites such as LinkedIn provide an opportunity for open dialogue between individuals from a wide variety of backgrounds. Being recognized as a local resource in your field will not only increase your professional credibility, but also increase your sphere of influence, therefore increasing your customer base.
Join Your Local Chamber of Commerce
Your local chamber of commerce can be a valuable resource for connecting business owners in the community with each other, as well as with prospective clients. Participating in chamber sponsored events provides the opportunity to have valuable “face time” with consumers who may need your services.
Once these relationships are established, it is important that they also be maintained. A constant presence is critical to success. To ensure that prospective clients have you first and foremost in their minds, be sure to establish continuous contact.
- Upon meeting someone new, drop them a short note or e-mail message reminding them of the services you offer
- Add anyone and everyone you meet to your mailing list and include them on any direct mail campaigns.
- Distribute a monthly newsletter providing valuable information and encourage recipients to forward the publication to anyone in THEIR sphere of influence who could benefit from the information.
Like so many others, ours is a changing industry. Success is no longer based solely on our craftsmanship skills. It has slowly given way to relationship building and maintenance. In order to thrive, we must recognize this and adapt accordingly.
John Phillips is the owner , The Cabinet Maker, LLC in Milwaukee, Wis.