In my article “How to Fortify Yourself to Successfully Sell Domestic Semi-Custom Cabinets in the 2020s” I discussed the pros and cons of selling semi-custom cabinets. My article included tips and tactics for how you can be profitable offering semi-custom cabinets as part of your product line as it’s a multi-billion dollar niche market that just about every dealer needs.
Importance of Your Team After the Sale
One of my tips emphasizes the importance of having the right people around you and supporting you to be successful. The right people are, of course, your team.
Your designers/sales staff must be trained on how to explain what semi-custom can and can’t provide. Your customers need to understand what semi-custom cabinetry is and what it is not. Set their expectations regarding what their cabinets will look like.
Your After the Sale Process Doesn’t Void the Warranty
Further, you and your salespeople must explain exactly what your process for after the sale includes and how it doesn’t void the manufacturer’s warranty.
What you say in the sales cycle and the language in your contract has to include your ability to fix, replace and make minor adjustments to their semi-custom cabinets without your customers losing their minds, or demanding factory replacements. And they will demand replacements every time they aren’t educated on what services you do and do not provide.
After the Sale
Beyond the salespeople, your installers are also an integral part of your team.
After the sale, that’s where your team truly needs to include talented and experienced people to make the cabinets look good, function well and meet your customers’ expectations.
Your installers represent the final quality check that makes the cabinets presentable to the homeowner. To make the cabinets look more expensive than they are, the installers:
- install the cabinets
- make adjustments
- level
- square
- touch up
How Can You Mitigate Semi-Custom Cabinet Shortcomings After the Sale?
1. Educate and Offer Options
I have dealers that quote with three options. Yes, that is more work. But it also opens the door for you to explain the market to your customers. And will likely save you time and headaches more often than it does not.
When you take the time to educate customers, offer them options and show them numbers side-by-side, they might be willing to pay more to get something better.
2. Establish a Repair Fund
Create a “repair fund” for each of your semi-custom projects that goes above and beyond your profit objectives or standard mark-up. This way you don’t feel like you are “losing money” when you need to repair or touch up factory mistakes.
3. Find a Site Finisher or Touch-Up Specialist You Can Rely On
I highly recommend starting your repair fund with a site finisher/touch-up person. These trade professionals are very difficult to find. However, they are worth their weight in gold for your business.
The way to find most site finishers/touch up specialists is by word of mouth. They tend not to advertise and can only occasionally be found online. Furniture Medic franchisees have done an excellent job. Guardian also does excellent work.
Make it a priority to find one in your area and learn their process. One thing to discover is what finishing materials they want and like to work with. Some want manufacturer supplied materials, while others don’t.
Other Ways to Find Touch-Up Specialists
If you have a tough time finding a finishing specialist to join your team, I suggest that you interview and question:
- other trade professionals
- furniture makers
- furniture retailers
- 2020 user groups
- local NKBA chapter members,
- your manufacturers. Even they may be able to refer you to someone.
4. Invest in Your Installers
A customer of mine, who worked with a local Furniture Medic franchisee for 20 years, came up with a great idea when he heard the franchisee was retiring and closing the business. He paid for a multi-day touch-up clinic for three of his carpenters/installers. Now they “clean up” the cabinets before they get to the home. Mohawk offers wood touch up and repair workshops.
- Does he like it? No!
- Does he think that he should have to do it? Again, no!
- Does he sell more kitchens and have a better customer experience by building this cost into every job, whether he needs it or not? Yes!
- Are some installers better than others? Yes!
- Do some installers have the patience that produces better results, while others don’t? Yes!
To make your business better, investing in your installers just makes good sense.
Conclusion
Selling domestic semi-custom cabinets in today’s hyper-competitive market is hard work. To do it successfully is even more difficult. Hopefully you’ll take my advice to surround yourself with a team that knows and understands the positive attributes and the negative limitations of semi-custom cabinet. The tactics outlined in this article can fortify you against the challenges you face when selling semi-custom cabinets, both before and after the sale.