Dealers Discuss Their Business Goals for 2011


Kitchen & Bath Design News recently posed the question to dealers and designers in the kitchen and bath industry: “What are your mid-year and end-of-year business goals for 2011?” Following are some of their responses:

“One of the first things we are doing to lower our overhead this year is to move our showroom location. We originally had a 3,000-sq.-ft. showroom, and now we have a 1,500-sq.-ft. showroom.

In keeping with this, we want to promote our new location, not so much with advertising but rather through more community involvement – such as by hosting and attending luncheons – as well as by reaching out to remodeling contractors. We are also arranging to have cocktail events held in the showroom. We definitely want to do more of that this year.

We are also planning to attend more home shows and will be getting involved with more homebuilder association chapters.

Overall we want to increase our base and increase our sales. We did hire a new staff member this year in an effort to have more manpower in the field to promote our business. We’ve also hired a temporary CFO who comes in each month to help us evaluate our business, including what can be changed and if we are on target for our goals. This has really helped us with marketing and given us a better understanding of our overall financial picture so we can make better educated decisions in the future.”

Jill Ellis, manager
Colorado Kitchen Designs
Denver, CO

“Of course our main goal is to continue to weather the economic downturn. I am waiting to see business improve and I am starting to see more interest from homeowners. It was very quiet here for some time, but we are starting to see that change, although we still have to try to convince people to part with their dollars, which is hard because a lot of times they do not understand value.

We have a dynamic showroom, so we are looking to update our displays, although that is always something we do over time. If business improves to the point where I can introduce some changes, then I certainly will. The key determining factor is the quality of the sales as opposed to the number of projects.”

Charlie Testa, CKD, CBD
Island Kitchens & Baths
Patchogue, NY

“One of our main goals this year is to work on branding. We want to become a fixture in the community that people will recognize. We are looking to create a sense of unity between our showroom, Web site and social media outlets to ensure that potential clients understand the products and services that we offer to them.

Another goal for the year is lead generation and creating a more effective follow-up system for leads. In doing this, we are hoping to reconnect with and re-energize clients about their projects. A simple phone call can really make all the difference. After all, clients want to know that we are still interested in working with them, not just the other way around.”

Courtney Rogers, designer
Kitchen & Bath Concepts
Roswell, GA

“Our business goals for this year include putting a stronger emphasis on marketing, social media, education and enhancements to our showroom. In keeping with that idea, we are trying a few things that we have not been a part of before, such as attending a spring home show, taking part in a tour of homes showcasing one of our projects, and also participating in a showhouse.

We are also keeping our Web site updated and fresh, as well as looking at other areas for incorporating social media into our business plan.

With regard to education, we are continuing to attend appropriate conferences and speaker forums. Our hope is that we will be current on trends in the marketplace, which will help us better inform our clients about available products [that can help meet their specific needs].

Lastly, the main showroom enhancements we are undertaking entail keeping things current with the latest products and displays. This is very important because we consider ourselves a hands-on working showroom with samples of products for our clients. We want to provide the freshest, most up-to-date products for our clients.”

Cheryl Ryan, CKD, Allied ASID
Kitchens by Design
Elm Grove, WI

“As we get into the second quarter of 2011, my primary goal is to generate more leads. One of the ways I am planning to do that is to conduct one or more consumer seminars.

I also intend to pick up on a marketing plan that I have allowed to lie dormant for the last couple of years. That marketing plan will involve some print advertisement, but particularly will focus on the development of our Web site and strong attachment to social media opportunities.

Another important aspect of lead generation will be to follow up on leads that have been put on the back burner in the hope that there are customers who are still sitting on the fence who may now be more prepared to move ahead on projects they had originally postponed.

I am also ready to proceed with some showroom improvements and updates that were shelved the last couple of years in an effort to conserve operating expenses.

Those are my immediate goals for the mid-year and I certainly intend for those to be year-end goals as we continue through 2011.”

Vicki Edwards, CKD, ASID
Kitchen & Bath Images
Brentwood, TN

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