Category Two:

Category Two:

First place: Williams Distributing, Grand Rapids, MI.
Partnerships Promote Growth, Mutual Business Success

Blending a willingness to team up with dealer and retail customers and designers, along with a shrewd business sense, Williams has seen his business grow from a $200,000 venture into a $60-million sales enterprise within the wholesale and retail arenas. In fact, it was this astronomical growth the result of these partnerships, and an overall, well-run operation that won the company top honors in Category Two of K&BDN's second annual Industry Leadership Awards.

So, how does he do it?

First, Williams has put into action a series of inventive dealership programs, assisting dealers with their marketing and advertising efforts, and, as a result, providing a unique and much-valued service within the industry. For example, the company produces a newspaper advertising insert twice a year for dealers. Williams designs and produces the ad, which promotes an event to which a Williams-provided incentive (i.e. a KitchenAid mixer) is tied.

The company also uses incentives to encourage home buyers to visit builders' homes. It's not unusual for Williams to put up airline tickets or another type of attractive perk for a prize drawing. Of course, to win the prize, the homebuyer must register at a Williams builder's home.

While incentives are a good way to lure homebuyers, Williams also uses a host of other concrete business strategies that have cemented his reputation for excellence. He offers a variety of sales support services to customers, including extensive product training. Through these, Williams is able to augment dealers' strong areas, helping them grow their businesses.
In addition, the company provides next-day delivery of many in-stock kitchen and bath items to a majority of its customers, helping to enhance customer satisfaction, Williams notes.

Williams notes that the true value of the company's multi-pronged success strategy is this: If his customers are successful, he is successful.

The result for the company has been an increased inventory line (Williams Distributing expanded into cabinetry in 1985 and now offers heating and air conditioning, plumbing, outdoor power equipment, and custom solid surface and laminate countertops, as well), continued retail growth (an additional seven other retail locations have been opened in Michigan), and a continually increasing staff size (the com-pany has seen its staff grow to a whopping 225 employees since its inception in 1970).

Even though he provides solid support for dealers and retail customers, Williams makes sure to include sales support for builder clients in his "bag of tricks."

By partnering with builders to staff home shows, Williams hopes that if his designers can sell the kitchen in a model home, perhaps they can sell the entire home for the builder.

This combination of partnering, risk-taking and industry knowledge has earned Williams other awards for his sales prowess, as well, such as the StarMark Platinum Sales Award.

But what Williams is most proud of is the number of customers who have remained with his company for years, or even decades. This kind of loyalty can only be earned through hard work, quality and a commitment to service, Williams believes.

 
Second place: The Plumbery, Sacramento, CA.
Employees Boost Growth by 'Owning' Their Own Success

The distribution of company stock enhances employees' commitment to the company. Investing in employees takes many other forms at The Plumbery, and employee training is high on the list. New employees receive training from The Plumbery personnel as well as key manufacturing partners. Training encompasses everything from preferred product lines and selling techniques to the effective use of software.

In fact, software plays a major role in The Plumbery's success, with wholesale distribution software used to link the company to its wholesale parents.