Know-How Exchange : Branding

The first problem is the perception of your company: "We are generally acknowledged as having extremely good quality (better than most) and our pricing a little higher than the low end." This makes it sound like you're a solid middle choice for consumers.

Is your service likewise "a solid average"? Or, is getting it done in a day something special? If it's special, focus on it.

Is your pre-fab granite unique in your area? Is it really granite or a granite-looking plastic product? If it's unique, you have another differentiator.

Does your granite come with a unique guarantee (if it stains, chips, or discolors in the first year, we fix it for free)? What about an after-market service, like free sealing (for the first year)?

Can you produce a granite veneer? This would allow a lower-priced entry. Can you produce a higher quality product? This would likewise allow a higher-priced entry.

Can you do a countertop makeover? Instead of removing an older counter and replacing it with something new, can you fix what's wrong, cover it veneer, tile, etc?

Do you sell other stone-related products? Tiles (for kitchen or shower or mantle)? Dust (for walking paths)?

everything you do MUST be exceptional.
Good is not enough average is a losing proposition.
Your business IS commodity, like it or not.
You can start making a difference by having an exterior appearance no one else has in this category. Starting with the vans/trucks and on to the uniforms.
Than focus on the internal stuff: train ALL your employees to be brand ambassadors, and hire an outsider to do the training, don't try to do it yourself.
Good luck.

Hi, ssi.dale!

To expand your potential customer reach you can offer to make a presentation to local groups whose members could have use for your product:

real estate investor clubs

construction union meetings

commercial building groups

speak at a library with a talk prepared for the "do-it-yourself or handymen" crowd



Good luck.


MC
Corpcommer

Dale I think a big issue here might be just getting the word out. You sound like you are already providing a superior product and you place customer service high on the priority list as well. I think it is important for you to make sure your advertising really conveys these qualities. Identify your target market and advertise where those consumers will see/read/hear your message. Your advertsing should be professional and informative, maybe sophisticated and classy as well. No goofy jingles or silly cartoon characters.
Best of luck, Brian

Hi Dale

A granite worktop ceases to be a commodity when you carry out a design exercise, cut it, finish it and install it, to your positioning cries out for the need to promote craftsmanship and service.

In the UK, we have a kitchen refurbishment business which is called Re-Nu. They specialise on putting new doors drawers and work-surfaces onto the existing carcasses. Their selling points are quality and bang-for-bucks, with the sales people carrying with them an extensive portfolio of their existing work in a portfolio binder.

Most importantly, they are prepared to offer genuine testimonials to the quality of their work by gaining permission for sales prospects to telephone existing satisfied customers. All their advertising is via the small-ads in local newspapers and their sales line is always quality for the price you pay, plus a guarantee that the job will be done on time and to the standard agreed.

If you think of your work surface as a commodity, you will end up selling it as such. If you think on it as a piece of craftsman built kitchen furniture, you will convey a totally different message, where cost is quite some way down the list of sales considerations. Another company, Smallbone, make a play on just how exclusive their units are and how well they are made, how long they will last etc. Again they offer testimonials. One of their cleverer sales lines was that all their friends would admire their kitchens, but few would possess one.

Exclusivity goes a long way if you position yourselves correctly!

Best wishes

Steve Alker
Unimax Solutions