Category: Industry Insights

If you want to win more commercial countertop projects, conversion is the stage where everything either comes together or falls apart. Most fabricators understand positioning, targeting and even how to get in front of contractors, but they fail to consistently turn those relationships into real work. Why? Because they misunderstand what conversion actually means in…

If positioning gets you taken seriously and targeting puts you in front of the right companies, penetration is where everything is won or lost. This is the stage where most countertop fabricators and sales teams fail, not because they lack opportunity, but because they lack a clear strategy. Stopping by an office, dropping off a…

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…

If you want to win more commercial countertop work, positioning is everything. Most fabricators think they are competing on price or craftsmanship, but commercial clients (like general contractors, project managers and estimators) are evaluating something very different. They are not hiring you for countertops. They are hiring you to stay on schedule, avoid costly mistakes,…

Five Best Practices to Immediately Boost Profits in your Countertop Business 1. Focus on the bottleneck 2. Load the trucks the night before (focus on the small details) 3. Implement IT Solutions. 4. Rethink what marketing is 5. Everyone must be replaceable – Focus on systems. CLICK HERE to download a PDF on Boosting Profits