How to Market to Your Cabinet Clients
There’s more to selling cabinets than, well, selling cabinets. In order to get a cabinet business up and running, you must first find clients. Finding clients means marketing, which can be both expensive and ineffective if done incorrectly. If done correctly, however, marketing does not have to break the bank and can reach many potential clients.
The following suggestions can help jumpstart your marketing and gain more cabinet clients.
- Expand your services. Use every talent and resource you have to offer services to clients. Talents might include interior decorating or consultations. Expanding your services will help you reach a greater variety of clients, who will in turn recommend your business to others.
- Expand your market. Kitchen designers tend to focus on one type of client. This client has money to spare and will redesign their kitchen often. While this client is obviously profitable, in order for the business to grow, it will help to find other, perhaps less wealthy clients. These clients can still be profitable if you market the correct services for them.
- Get back to basics. The standard practices of marketing are standard for a reason. They have worked for a long time. Make sure you have taken care of these easy, inexpensive steps: put your business name in the phone book, create social media pages, and print business cards.
- Build on the basics. Once you’ve employed all the customary marketing tricks to get your name out there, it’s time to get a little more creative, and put in a little more effort.
- Know your message. Deciding what you want your marketing message to be means knowing who your audience is. What type of client are you trying to attract? What about your cabinets will meet this type of client’s needs? Design your message to answer both questions.
- Know where to deliver your message. Again, think of the client you are trying to attract. Are they more likely to respond to a direct mailer, or a sponsorship on public radio.
“When trying to work with clients who have less disposable income, get more creative with your service offerings. For example, offer consultations and design plans that customers can execute on their own or with their own contractors, instead of full-fledged services in which you design, contract, manage and complete the work using your own crew. You could also offer design by sections. This would let you work on small portions of a kitchen at a time—such as the dining room, cooking area, cabinetry and storage areas—for clients who need work done but who cannot afford a complete job all at once.” Source
“Look into setting up a booth at trade shows and local home and garden conventions. Submit articles to home design blogs, websites, and publications. Make your website more interactive by adding a forum, videos, or a blog where you encourage readers to comment.” Source
“In addition to the message itself, where you place your message will have an effect on the response you receive, both in terms of quantity of responses and quality.” Source
- Track leads. Tracking leads is as simple as asking clients, “Where did you hear about us?” and watching profits for increases. Tracking leads will help you understand which marketing efforts are working and which should be abandoned.
Keep in mind that not all marketing means instant results. It can take a while for word to spread, but the easiest way to ensure eventual business growth is a strong marketing plan.
“Remember, no matter how wonderful your firm is, it will never reach its potential without a strong marketing plan. In a world where perception is just as important as reality, kitchen and bath design firms need to be sure that they, just like their finished projects, look as great as their work.” Source