If you want to generate consistent commercial countertop work, targeting the right customers is critical. Most fabricators make the mistake of trying to work with anyone who will give them a job, which leads to inconsistent revenue, high stress and low-quality clients. The goal of targeting is NOT to get more customers. It is to get better customers. Specifically, you should focus on repeat buyers who have ongoing needs for your scope of work.
A strong targeting strategy starts with prioritization. The best commercial clients are those who offer repeatable work and standardized project types. These include dental contractors, medical builders, hospitality groups and multi-location retail contractors. One relationship in these categories can generate dozens of projects over time. Mid-size general contractors and regional builders can also be solid opportunities, but they may require more effort to maintain consistency. On the other hand, custom home builders and one-off projects should be a lower priority, as they tend to be less predictable, more time-intensive and require more hands-on involvement.
Building a target list is less about the tools and more about the strategy behind it. Fabricators can identify ideal prospects by using tools like Google Maps to search for niche contractors, hiring virtual assistants through platforms like Upwork to build lists, or filtering companies by NAICS or SIC codes. However, the key is not how many leads you generate, it’s how relevant they are to your business.
The most important takeaway is this: you don’t need 100 accounts to succeed. You need 10 to 20 strong relationships that consistently feed your pipeline. When you focus on the right targets, your sales process becomes more efficient, your projects become more predictable and your business becomes far more stable.
Watch the Full 4-Part Series
To fully understand how to win more commercial countertop projects, watch the complete series:
- Part 1 – Positioning: https://youtu.be/LGWP_8HBa-c
- Part 2 – Targeting: https://youtu.be/JPf480abaN0
- Part 3 – Penetration: https://youtu.be/OQJCHP-Cs9g
- Part 4 – Conversion: https://youtu.be/vke4Sam9uZo
Need Help Building a Commercial Sales System?
If you want help building a structured sales system for your countertop business (including positioning, targeting, penetration and conversion) we work directly with fabricators and manufacturers to develop and implement these strategies.
It starts with a focused strategy session to evaluate your current approach and build a clear, actionable plan forward.