Concrete Countertops Are Not Decorative Concrete

But wait, you say. Concrete countertops are decorative and they are made of concrete, so that makes them decorative concrete, right? Well, not exactly. All right, so what is decorative concrete, and how is it different from concrete countertops?

Decorative concrete encompasses a wide variety of surface finishes and treatments that are applied to or performed on a base of ordinary concrete. By and large, decorative concrete transforms or alters the appearance of plain concrete to enhance the look by adding color, patterns and texture. Other than stamped concrete, most forms of decorative concrete are applied to or performed on pre-existing plain concrete. These include acid staining, decorative overlays, scoring, etching, micro-toppings, sandblasting, dying and polishing. More often than not, decorative concrete includes flatwork, such as floors, driveways, sidewalks and patios, and also includes vertical walls, faux stone and trees.

Concrete countertops often include elements used in decorative concrete. The obvious are integral pigments, acid stains and polishing. They also can be stamped, etched, scored and sandblasted. It is for these reasons that many people include concrete countertops in with the decorative concrete industry. However, the appearance of concrete countertops is only a part of what they are, whereas the appearance is essentially everything with regards to many forms of decorative concrete.

If they don’t fall completely within the decorative concrete industry, where do they belong? The answer is in the kitchen and bath industry. After all, concrete countertops are countertops that just happen to be made out of concrete. All of the factors, considerations and expectations associated with other high end countertop materials directly apply to concrete countertops.

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Concrete countertops are not floors that have merely been reshaped and elevated to sit upon cabinets. They should not be treated like floors, because countertops in general are held to higher standards than floors. Client expectations of what a countertop should look like, how it should perform and the general design and functionality are all very different from floors.

Bad resized 600This is what happens when you don’t respect the differences
between floors and countertops.

The same standards clients hold granite and other natural stone countertops to are applied just as rigorously to concrete countertops. It is for these reasons that concrete countertops mainly belong in the kitchen and bath industry, because their primary purpose and functionality are as countertops. The decorative part, while important, is secondary. Concrete countertops are not decorative concrete. Concrete countertops are countertops.

 

Challenges Specific to Concrete Countertops

The reality is that making high quality concrete countertops is far from simple. There are two main reasons for this: countertops and concrete.

Any countertop professional knows that making high quality countertops involves many details that represent challenges in planning the project, making the countertop itself and installing the countertop. It’s important to recognize that countertops are beams. Without proper reinforcement, the countertop is doomed to failure.

beam principal

 

Creating a high quality countertop begins with creating a high quality template. There are many templating techniques and even sophisticated computer systems to create templates. When templates are made, many considerations come into play, including planning overhangs, lining up seam locations with cabinet seams, placing sinks and faucets and more. Templating and planning all of these elements is a crucial step that most homeowners are either never told about or don’t understand the importance of.

Making any type of countertop involves a great deal of precision to ensure that the completed pieces match the template perfectly, and will therefore fit into the space. Every detail is important: the location of finished edges, the straightness and smoothness of the tops, the precision of the adjoining slab edges, even thickness of the slabs, etc.

Assuming the template is perfect and the countertops are precisely crafted to match the template exactly, the countertops still need to be installed properly. There are myriad important details that add up to a good installation: how to mount an undermount sink between the cabinet and the countertop, how to caulk between countertop and undermount sink for water-tightness and which caulk to use, how to secure the dishwasher, how to shim and adjust to make sure that seams are flush, and much more. This is after the slabs are safely transported into the kitchen or bathroom – that is a feat in itself that often requires specialized equipment. Check out a class video here:

 

Bottom line? Concrete countertops are in a league all their own, and it’s important to respect that. There is a great deal to understand about concrete and about countertops. Quite often people say, “But it’s all just cement and water, right?” Wrong. Dangerous oversimplifications and not taking the unique challenges inherent in concrete countertops often cause unsuspecting homeowners to bitterly regret their choice of material (and their contractors!).

The Concrete Countertop Shop: Business Strategy 101 Part 2

by Lane Mangum, VP Business Services, The Concrete Countertop Institute

Insider knowledge that will help you SELL your concrete countertops.

Relationship Marketing: the best tool you can use to build a successful business.

Remember that even if you have concrete that never cracks, is very stain and damage resistant, and looks great every time, you must be able to market it effectively; all the quality in the world doesn’t matter if no one sees it. This is where relationship marketing comes in. Relationship marketing is the art of networking with the influencers who will help you sell more product. In the case of concrete countertops, kitchen designers are the most powerful influencers.

relationships

Think about it. How many friends and family do you know right now who are remodeling their kitchens? None? One? Five? So if someone had made a beautiful concrete countertop for you and you wanted to give them a glowing referral, you would have maybe one to five people to refer them to. How many people do you think a kitchen designer knows who are currently remodeling their kitchens? Probably 50 or more. So who is the better source of referrals?

Let’s back up and talk a little about what a kitchen and bath designer is. A kitchen and bath designer is an educated professional who understands how to combine all of the elements of a kitchen or bathroom for a workable, livable space. (As shorthand, I generally use the term “kitchen designer,” but most of these professionals also design bathrooms.) Kitchen designers understand cabinets, countertops, sinks, faucets, appliances, floor finishes, lighting, tile and other design elements. They are like general contractors for the kitchen, and in fact some kitchen designers are actual general contractors.

Kitchen designers have showrooms where they display the cabinet, countertop, fixture and appliance brands they carry in appealing vignettes to help the customer make selections. They also keep a library of samples.

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The ultimate goal is to get your concrete countertops displayed in the high-end kitchen and bath showrooms in your area, creating a virtual sales force for your product. But before you can do that, you need to develop relationships with these professionals. Kitchen designers need to have confidence in you and your product, to know that you are going to do a good job for their clients. These relationships give you a dramatic advantage over any competitor who is not utilizing available connections and networking opportunity.

Partner

Step by step….

If you are just starting out in the countertop business, the prospect of getting displays in these fancy showrooms may seem daunting. But it all starts with a simple phone call, with the modest goal of getting an appointment. Kitchen designers want to keep up to date on all the latest products. They will be happy to receive a phone call simply introducing your company and asking if you can show them some samples. Usually they will agree to a quick meeting, but even if they don’t, they will likely agree to let you drop off some samples and a brochure.

When you get a meeting with a kitchen designer, you have three goals:

  • make a good impression
  • leave samples
  • educate

If the outcome of the meeting is that they are confident in you and your product, they will agree to keep the samples and show them to potential clients.

kitchen design show

Once you’ve done a good job on a few projects with a kitchen designer, he or she may want you to install a display in their showroom if they have space. Be aware, though, that even if you leave samples or install a display, kitchen designers will not actively sell concrete countertops unless they understand them. In larger kitchen and bath showrooms, there are often multiple designers who work for a vice president of sales. You may have convinced the vice president of sales to put a large, prominent display in the showroom, but if the individual designers are not educated about concrete countertops, they will steer customers away. Make sure that you educate all the designers, and check in at least once per quarter to see whether there are any new designers and to give them samples of new colors, new edge styles or updated brochures. Maintain the relationship.

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There are lots of other ways to develop and maintain relationships with kitchen and bath designers, as well as other design professionals such as interior designers and architects.

  • You can network at meetings held by the National Kitchen & Bath Association or the American Society of Interior Designers
  • have a grand opening of your shop
  • present to architects at lunch-and-learns

The same principles apply: Find the influencers, network with them to develop a relationship, and educate them so that they will feel confident in you and your product.

The power to create a successful, thriving business fabricating AND selling concrete countertops is within your grasp. Develope your website, get some materials to hand out, and go meet people who can influence your local market. What are you waiting for?

If you’re still a little uncertain about the details, get the 132-page book on How to Market and Sell Concrete Countertops, including actual call scripts for contacting kitchen designers.

The Concrete Countertop Shop: Business Strategy 101 Part 1

by Lane Mangum, VP Business Services, The Concrete Countertop Institute

    Insider knowledge that will help you SELL your concrete countertops.

Concrete countertops are countertops. They just happen to be made out of concrete.

This fact should dictate your marketing and selling techniques: if you understand how countertops are most commonly and most effectively marketed and sold, you will be much more successful at marketing and selling concrete countertops.

                              1940salesman

This is not to say that concrete countertops being made from concrete is an unimportant or irrelevant fact. Concrete is, after all, the irreplaceable aspect that makes concrete countertops so beautiful, versatile and unique! It also pushes them into the high-end market, since they are custom-made from-scratch for each client. It doesn’t get any more homegrown and original than that! But keep in mind: these properties are merely great features of these particular countertops. Universal countertop marketing principles still apply. 

Let’s get practical.

High-end countertops are most commonly used in kitchen and bath remodeling projects, or in truly custom new homes. Large developments with cookie-cutter or semicustom homes are unlikely to use high-end countertops, since they want to use something cheap, fast and with broad appeal. Typically they are not interested in quality, character or craftsmanship.

Knowing this, think about how homeowners buy high-end countertops. They don’t buy them from a large builder like Centex. They don’t buy them at Home Depot. They seek out the countertop fabricator themselves, or they use an interior/kitchen designer to help them. 

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Let’s talk about the tools you need in your sales toolkit.

When seeking out a countertop maker, high-end countertop buyers (including the people you really want to work with: designers!) use the Internet to search. They do not use the phone book, except perhaps to find a plumber in an emergency. A website is one of the most important marketing tools in your arsenal. It can serve as an electronic brochure, portfolio and information source. It lends credibility and professionalism to your company. And it can generate leads for you.

A good website for high-end countertops needs only a few pages:

  • a home page
  • a contact page
  • an About Us page
  • a portfolio page
  • a product information page

The product information page is particularly important with concrete countertops, since novices tend to think of concrete as either looking like a public parking garage or being supernaturally immune to scratches, stains and general wear & tear. This is your chance to answer common questions such as “Does concrete stain?” and “Will it crack?” which will help prequalify your leads AND let potential clients see that you know what you’re talking aboutif people can find it.

If you create a website without listing it, nobody will ever see it! It’s the equivalent of sticking a sign in your back yard–no one is going to see it unless you invite them over and point it out. That is why you need to use a contractor listing service; it’s like having an ad at the Superbowl. What you need is steady traffic stopping by your website, and the best, most reliable way to get that is through a listing service.

Now. A website is essential, but it’s a passive, impersonal form of marketing. So are print ads. I do not ever recommend print ads for startup concrete countertop businesses because they are so expensive in comparison to their rate of return. You will have many ad sales representatives trying to sell you print ads by saying, “One job per month could pay for the monthly cost of the ad.” Your response to that should be, “Why spend 100% of the proceeds from a single solitary job when I could be getting MORE jobs for a fraction of the ad costs by NOT using print ads?”

Carefully consider where you want your advertising budget to be–don’t make the rookie mistakes of spending all your money on useless ads that no one is going to see. It’s all about shooting at targets; if you don’t know what your targets are, you are shooting blind and you’re not going to hit the mark.    1154333866 1 

Unless you have Ninja superpowers, this is not the way to go. Knowing who you are selling to (your target market) is absolutely essential to every successful marketing strategy.

No, in order to be truly effective at marketing concrete countertops, you need… (drum roll please)…. relationship marketing.

To be continued….

Concrete countertops are not decorative concrete

But wait, you say. Concrete countertops are decorative and they are made of concrete, so that makes them decorative concrete, right? Well, not exactly. What is decorative concrete anyway, and how is it different from concrete countertops?

Decorative concrete encompasses a wide variety of surface finishes and treatments that are applied to or performed on a base of ordinary concrete. By and large, decorative concrete transforms or alters the appearance of plain concrete to enhance the look by adding color, patterns and texture. Other than stamped concrete, most forms of decorative concrete are applied to or performed on pre-existing plain concrete. These include acid staining, decorative overlays, scoring, etching, micro-toppings, sandblasting, dying and polishing. More often than not, decorative concrete is done on flatwork, such as floors, driveways, sidewalks and patios, and also includes vertical walls, faux stone and trees.

Concrete countertops often include elements used in decorative concrete. The obvious are integral pigments, acid stains and polishing. They also can be stamped, etched, scored and sandblasted. It is for these reasons that many people include concrete countertops in with the decorative concrete industry. However, the appearance of concrete countertops is only a part of what they are, whereas the appearance is essentially everything with regards to many forms of decorative concrete.

If they don’t fall completely within the decorative concrete industry, where do they belong? The answer is in the kitchen and bath industry. After all, concrete countertops are countertops that just happen to be made out of concrete. All of the factors, considerations and expectations associated with other high end countertop materials directly apply to concrete countertops.

Decorative concrete versus kitchen and bath

Concrete countertops are not floors merely reshaped and elevated to sit upon cabinets. They should not be treated like floors, because countertops in general are held to higher standards than floors. Client expectations of what a countertop should look like, how it should perform and the general design and functionality are all very different from floors.

The same standards clients hold granite and other natural stone countertops to are applied just as rigorously to concrete countertops. It is for these reasons that concrete countertops mainly belong in the kitchen and bath industry, because their primary purpose and functionality are as countertops. The decorative part, while important, is secondary. Concrete countertops are not decorative concrete. Concrete countertops are countertops.