PUTTING THE PRO IN PROFESSIONAL Steve St. Onge says it is rare for his company to end up in a bidding war. “We let all potential clients know that, yes, there is a ‘cheaper’ way to complete their project, but they won’t get the ‘same job’ for less somewhere else,” says the president of Rhode Island Kitchen and Bath Center in West Warwick, R.I. Standard to every remodeling project St. Onge’s company offers is: design assistance, product-selection assistance, detailed plans, specifications, a work schedule, procurement and inspection of materials, installation by licensed professionals, and a five-year workmanship warranty — all of this from a company in its 18th year in business at the same location. “The ‘same job’ in the mind of a client considering a ‘lowball’ offer includes only two items from the above list: products and installation,” St. Onge says.
Livingood also concentrates on professionalism. “We dress appropriately, communicate effectively, and never promise more than we can deliver. We listen to what [homeowners] want, draw out what they really need, and determine a reasonable budget balanced between the two,” he says. His proposals often “wow” customers who are not used to such a detailed package, which includes a legal contract, payment schedule, and job specifications with line items for each step of the project, totals for each phase, and the grand total at the end. The proposal for an average kitchen remodel is about 20 pages, including printed layout pictures.
Brian Goulet says it’s the small things that make clients realize his company’s professionalism. “We have distinguished ourselves from the pack by simply doing the right thing and not making any promises we can’t keep,” says the owner of Inland Bath & Shower, in Richland, Wash. His list of dos includes: Return all phone calls the same day; arrive at all appointments about 10 minutes early; deliver the estimate when and how you said you would; complete the project within the time frame discussed; have motivated team members and ensure that they have everything necessary to complete projects professionally and on time; respond quickly to all warranty and service issues; and conduct a follow-up call thanking clients for their business.
Goulet encourages potential clients to visit his showroom, but irrespective of whether the first meeting is at the showroom or at the client’s home, he uses the time to build rapport. “We take the opportunity to build trust and determine if the client will be a good match for the services we provide,” Goulet says.
Ed Cholfin at Advanced Kitchens, in Marietta, Ga., says that when visitors walk into his showroom and state that they can’t afford him, he uses the time to educate them. “Are you willing to do a project and settle for lesser-quality materials and workmanship versus spending the right amount of money to get the right job for you?” he asks.
Craig Tice of Tice Construction, in Spooner, Wis., says that male clients tend to make decisions based purely on price. However, he adds, if a woman is involved in the project, she is more concerned about shifty contractors, lack of service, and poor communication. “Men do not ask for the same handholding that women want when going through the process,” Tice says.
Like many design/build firms, Lauten uses design to differentiate his company. “We start with the homeowners talking about what they want to do, and we create a program,” he says. He also charges for this design proposal.
Tice explains the advantages of the design/build process. “Once we get the homeowners in and get them signed up to draw plans, as long as our ballpark is within their budget, they will not go anywhere else. If we are way over our original ballpark, then we get bid out,” he says.
Goulet uses his showroom to set his company apart. He says it helps to have a place for homeowners to see and touch the products. “Most contractors in our area do not have a showroom,” he points out.