Dealers Share Business Goals for 2011

Question: 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-the-year business goals for 2011?” Following are some of their responses:


“One of the first things we have done in order to lower our overhead this year is to move our showroom. We had a 3,000-square-foot showroom and now we have a 1,500-square-foot showroom. Along those lines we want to promote our new location, not so much with advertising but rather through more community involvement, such as luncheons, as well as with remodeling contractors. We are also arranging to have cocktail events in the showroom. We want to do more of that this year. We rely mostly on referrals so we are showing up more at home shows and getting involved in more homebuilder association chapters. Overall we want to increase our base and increase our sales. We did also hire a new staff member this year in an effort to have more man labor to get out into the field and promote our business. We’ve also hired a temporary CFO who comes in each month to help us evaluate where our business is, what can be changed and if we are on target for our goals. It helps us with marketing and our overall financial picture. That is really helping us.”

Jill Ellis, manager
Colorado Kitchen Designs, LLC
Denver, CO

“Of course our main goal is to continue to weather this current economic downturn. I am waiting to see business improve and I am starting to see some more interest from homeowners coming in. It was very quiet here for some time, but we are starting to see that change. Although we still have to try to convince them to part with their dollars, which is hard because a lot of times they do not understand value. We are definitely getting more showroom activity though. We have a dynamic showroom so presently we are looking to update our displays, although that is always something to look at over time. If business changes 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, website, and social media outlets to ensure that potential clients understand the products and services that we offer. 
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 an emphasis on marketing, social media, education, and enhancements to our showroom. To that end, we are trying a few areas we have not been in before such as a Spring Home Show, a tour of homes showcasing one of our projects, and taking part in a showhouse.  We are also keeping our website updated and fresh as well as looking at other areas for social media. In regard to education, we are continuing to attend appropriate conferences and speaker forums.  Our hope is we will be current on trends in the marketplace which will help us better inform our clients. Lastly, the showroom enhancement entails keeping things current with the latest products and displays. This is important because we consider ourselves a hands- on working showroom with samples of products for our clients.”

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

“As we begin 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. 
Another important aspect of lead generation will be to follow up on leads that have been put on the back burner in hopes that there are customers that are still sitting on the fence who may be more prepared to move ahead on projects they have postponed. 
I also am ready to proceed on some showroom improvements and updates that were shelved the last couple of years in an effort to conserve operating expenses. That is my immediate goals for mid-year and certainly intend for those to be year-end goals as well.”

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

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