News Category: Business Operations

As we speed into the winter months, summer memories are still fresh even while the end of the year and all that it brings draws closer. And so, it is impossible to escape that there are only a few selling weeks left in 2019. For many of us, these coming weeks will determine the sales success of our entire year. A strong finish can be the difference between an excellent year and a middling one. As such, here are my simple but year-determining questions for you: In the coming months, who will you call proactively? Make a list of customers who can buy more from you.  Make a list of customers who used to buy, but stopped — for it help them to hear from you. Finally, make a list of customers you have not talked to in six months or more, and reach out to them as well. None of these are cold calls. They are all relationship calls. All of these people know you, and you know them. What additional products and services will you offer your customers? Think through what your top customers are buying from you, and what they are buying elsewhere—which you can help them with. Why should they go to another supplier? You can help them. They would you like more of your help. Why deny them the opportunity to buy more from you? What prospects who are not yet doing business with you will you reach out to? Maybe you have talked to them, but maybe you haven’t. We salespeople spend most of our time speaking with customers, because that’s who calls. In these closing weeks of 2019, call some prospects and tell them you’d like to help them. You’ll be pleased when some of them take you up on it. What quotes

Last time, I discussed laying out your quoting process so it’s easy to know what to charge for your decks and how to make it easier for you. Previously, we discussed your materials and their costs. The goal thus far has been to encourage you to build essentially the same project over and over in compartments. Square foot of this, linear foot of that, number of these, etc. So, even though each deck is a little different, the building units are the same. In your quoting and sales you are following the same methodology, so why not when you pay your labor? Square foot of this, linear foot of that, so on and so forth. But… Typical objection #1: “I like to have W2 employees who are on the clock. They don’t rush through stuff and I like having my own guys.” Okay, yeah… I see some value in that. Employees are more dedicated in a sense as they get to punch the clock and go to work, and, in the end, you pay them per hour, but how good is that? How much time are you paying for them to be on the phone, talking, sleeping in the truck, or flat out working? No matter how good your guys are, you will have no gauge to determine your profit per day, hour, etc. No way of knowing how much revenue that guy is producing, and what’s worse, what his true total potential is. Why? Because you are paying him in units that are not consistent with how you are billing or accepting income for your product. You charge “X” per square foot, but you pay “Y” per hour. Why not pay “X” per square foot? How can you pay a W2 guy by units you ask? Simple. Pay them

Last time, I discussed marketing and how to get leads coming your way. Hopefully some of what you read will help you in the future in your marketing. Remember that each part of your business works with another. They are all tied together, and you have to master each one or hire someone who can. Today we are going to talk about how the lead turns into a quote, but more about how to make your quoting process more efficient. Can you price out a deck in the living room off of a sketch? Can you do that the minute after you measured and discussed the area? If not, you may want to learn how. The first steps were mentioned in my previous articles (material supply consistency, narrowing down offerings, etc.). In the future, we will also talk about paying subs and employees to get your costs fixed. So, if I have a deck that is overall 200 sq. ft. of the products I want to install, and I know my costs going into the house, why not quote it on the spot? After all, I’ve built that combination of materials in different shapes all year. Your competitor is going to go to that same house, have similar discussions, take notes, leave, go home, sit down, do a takeoff, send it to the lumberyards to bid, wait to get it back, then try to put it into some form of a quote, go back to see the customer, then vomit that quote all over them. This whole process takes that guy a week at the minimum, if he shows up. When he does, the quote will say, “Blah blah blah deck… $10,000.” You on the other hand will have a template quote in your computer that you will add line

Let’s talk about processes. Why? Because it helps to generate profit. We will talk about it in three steps. Marketing process, quoting process, and construction process. You must have a working plan for all three, and an allocation of the sale price of each project for all three. Today is marketing day. Why do you advertise? Is it to get your name out there? Perhaps to get calls from people who want decks? Well, duh. You need jobs to stay in business. First and foremost, if you are marketing to get your name out there… STOP! You’re wasting your time—especially if your company has a name that is based on your initials or some unmarketable collection of letters. The days of “AAA” Whatever ended with the death of the Yellow Pages. Today, you need a name and messaging that will be remembered, not indexed. Something that clearly states what you do. Pick a name, but don’t blow your dough trying to get it out there. It is merely a name. It is a way for people who hear about your exemplary reputation to identify you. Your marketing needs to be a reflection of your performance, not your name. This has everything to do with the vehicles we choose to market our performance. Your message should be one of luxury, performance and satisfaction—how your service affects your prospect’s life, and why you are the best. I’m not a fan of discounts and coupons on marketing. Everything I ever looked at for marketing—from printed magazines to direct mail, home shows, Google Adwords, and websites—has a record of circulation and a record of demographics. You must become a pro at getting this information and using it in an actuarial equation. Who’s seeing the marketing, how many need what you have, how many need

Builders who focus on decks are “outdoor living professionals,” and unfortunately often crowded out by a plethora of handymen, amateurs, hacks, and the occasional big new-home builder “filling in” with a deck between more important projects. Your intelligent and creative design paired with unequaled on-site craftsmanship will never matter, if you don’t first GET THE JOB, which means you need to operate on a different level than the rest of your competition. This isn’t about marketing or advertising…that only gets you leads. It’s about what you  do with those leads, and how you connect with those prospects that turns them into satisfied clients. There are three big areas of understanding and interacting with our clients that are often overlooked, and when they are ignored it leads to lost projects, lower profits, and potential legal skirmishes. While these subtle selling skills are important to home improvement contractors in general, deck builders must get increasingly better at these important “small things” as a younger generation of clients (who often value technical information overload instead of personal relationships) become the primary buying demographic. Unfortunately, today many in our industry consistently sell based solely on the merits of specific material (typically decking or railing) brands. Gaining the right information on your prospective client, and answering their asked (and unasked) questions in the right manner all while gently seeding the conversation with proof of your unique technical capacity is key to long-term success. Contractors often are so focused on the unknown construction details up front, that they fail to properly “read” a client’s interests and personality. This leads them to then fail at connecting and interacting of the right levels during the all-important “estimating” stage of a potential project, and unfortunately, they won’t present the proposal in the proper manner. Missing out on any of

While decks are a key part of any outdoor space, railings are an equally important component in creating a deck that looks great while also offering the durability and functionality that today’s homeowners expect. Although many consumers still opt for wood railings, composite deck railings are gaining traction. They may be more expensive than wood at the outset, but their benefits – resistance to the elements and a significant reduction in long-term maintenance costs – make this railing type increasingly attractive. In addition, composite rails are available in a variety of styles and colors, providing design versatility. Homeowners seeking to optimize their view are typically drawn to more minimalistic railing types – for example, stainless steel cable rail infill, which offers a very clean, streamlined look. While cable infill is frequently used with wood posts, it has been – until recently – challenging to install cable infill in a frame with composite sleeved or wrapped posts. Recognizing the growing demand for composite deck components, Feeney has developed a solution for railing projects pairing its CableRail infill with composite components. Feeney’s patented Quick-Connect® Lag and Pivot fittings have been specially designed for attachment to wood posts with a composite sleeve or wrap. These easy-to-use fittings attach to the inside faces of the posts, simplifying installation for both level and stair railings. Before starting your project, be sure to check with the composite manufacturer and your contractor to confirm that the frame materials and railing design can support the tension loads of Feeney’s CableRail infill. Feeney’s Quick-Connect® Lag Fittings (recommended solution) come with a hanger bolt. The lag threads screw into the core post, and the machine threads attach to the fitting. Make sure there is a solid wood core inside the composite sleeve or wrap for the lag threads to engage.

With the deck building season looming, contractors and homeowners are beginning to consider covetable outdoor living design layouts inspired by the wide selection of decking products and accessories that are made from low-maintenance and high-performance materials. Premium decking options have consistently improved as technology has become more advanced. And, with that evolution comes new trends. Jason “Dr. Decks” Russell has been in the decking industry since he began working with his father right after high school. Taking his career into his own hands, Russell moved to Washington and took a unique approach to decking design. With 25 years in the decking industry under his belt, Russell began taking on his projects with more of a rebellious nature, landing the nickname “The Rebel Contractor” in the process. Russell has managed to consistently remain ahead of the trends, most recently winning first prize for Best Alternative Deck by the North American Deck and Railing Association, and is consulted as a trusted expert each year as the building season hits. While decks will remain a place to congregate and enjoy the great outdoors, below, “Dr. Decks” shares 10 new trends he believes are ready to takeoff this year.   Deck Board Bending Curves are becoming increasingly popular in the decking world, contradicting the antiquated idea that all decks must have square corners. Using a Seattle-based product called HeatCon, I am able to use the control box and two silicone heating blankets to gradually raise the temperature of the PVC decking board, which is why I like to use products like AZEK. Once I get it to the right temperature, the deck board can be manipulated to any shape the homeowner wants. Now that I’ve started doing curves, I don’t think I’ll ever stop. Taking the Inside, Outside With new development in outdoor building

Home improvement contracting has come a long way! Where a man’s reputation and craftsmanship used to almost be all that was needed, now our clients are much more educated, much more skeptical, and require a greater professionalism and technical competency from their contractor in order to even be considered “in the running.” Last time we focused in greater detail on gathering the raw intel—the building blocks of understanding our prospect as correctly as possible, so that we could minimize unintended offences and maximize our ability to speak in a way they can grasp, and that will win their trust (and ultimately the project). Understanding their life priorities, personal preferences, and how they evaluate others is critical to making sure we know how we will be judged, and what we need to bring to the table to have a successful client relationship. Keep in mind that even if you read the prospective client correctly and present the perfect solution, it’s entirely possible outside influences will taint your client’s basis for evaluation after they’ve signed that contract! It could be fueled by buyer’s remorse or an overbearing yet well-intended parent, but we need to be prepared to address questions after the initial “contractor courtship.” Whenever possible look to plant additional seeds of support you can rely on later, if needed. Yes, this means even more time and effort, but if it keeps a client from canceling a contract—or worse, becoming the dreaded client you’re stuck with—it will be time well invested. There are two main items on a prospect’s mind initially: what are the basic project details that will meet their assumed needs, and who is the right contractor that can deliver on those items in a timely and affordable manner? A slower walk through at the initial meeting(s) should allow a

For those who are passionate about decking, the choice of railing is often seen as the accessory that can complement the surroundings and bring it to life. There are many things to consider when selecting railing for your outdoor space, such as how and when you will be using it. One other factor that homeowners often overlook is the view they want to achieve while they use their deck. Below are some areas of consideration as you help homeowners choose their view. Directional vs. Multidirectional Depending on how the deck or balcony is situated, homeowners may only need to achieve a single directional view. In this case, the railing can be a mix of materials that allow you to achieve the optimal view in the section where it’s necessary while the remainder of the railing can be constructed from materials that offer more privacy and are more cost effective. For a multidirectional view where you want visual clearance that spans the entire length of the deck, choose materials that provide a panoramic view and allow homeowners to enjoy the landscape even if they are lounging in a chair. Metal Railing Aluminum, steel or iron balusters offer a better view than composite, wood or vinyl, since they typical have a slimmer profile. Choosing a round baluster with no definitive edge in a dark color allows the metal to fade into the background and become less visible from both the deck and at a distance. Glass Slats or Acrylic Panels When it comes to glass or acrylic, homeowners have several options. Full acrylic panels can act as a buffer for wind, but are not recommended for beachfront properties where wind-blown sand can ruin the panels. Tempered glass slats allow for some airflow with less damage to the infill. Full glass panels are

Your reputation—it’s your single best asset. It’s what keeps your phone ringing with requests for new business. Anything that questions your reputation or the integrity of your business can be devastating. In days gone by, a complaint to the contractor’s board, licensing agency, or Better Business Bureau were the primary resources consumers had to share a grievance about a contractor. Boy, how times have changed! Today, an angry consumer armed with a smartphone, tablet or computer can maim a contractor’s reputation in a matter of seconds with a negative post to one or more social media sites. Technology can be a great thing. By the same token, negative posts by an angry consumer can be a reckless form of cyber bullying when deployed as a first step, rather than first dialoguing with the contractor. The key word is dialogue. It means you need to be as interested in hearing your client’s concerns as they are in sharing them. Avoiding conflict and shutting down communication are sure ways of propelling the matter into cyberspace, which, as you unfortunately may have already learned, can be almost impossible to undo. Instead of spending tons of energy and resources trying to undo or “bury” an angry social post, consider spending a fraction of the energy communicating with your customer to resolve the matter before things go ballistic. If you can’t solve the problem together, consider bringing in an independent third party who can offer objective analysis and suggest ways to resolve the problem. Avoid getting into trouble in the first place by employing the following steps: Planning – spend plenty of time making sure that plans, specifications and contract documents are clear and that everyone is on the same page before you begin a project. Manage Expectations – under-commit and over-produce. If you promise