Service Before Training In some markets, remodeling contractors are beginning to enjoy the dedicated interest of pro dealers who they say “get it” when it comes to remodeler product and service requirements. Surprisingly, CotY award winners interviewed by PROSALES eschewed traditional remodeler-centric pro dealer offerings such as small business assistance and product training seminars in favor of the more basic block-and-tackle execution of delivery and special order fulfillment.
“We’re fortunate in the Twin Cities to have two major lumberyards—Scherer Bros. and Shaw/Stewart Lumber—that we work with,” says Wally Orfield, president of Minneapolis-based Orfield Remodeling and 2006 CotY winner for entire-house remodel in the $500,001 to $1 million price range. “Both of them have been fairly aggressive in pursuing the remodeling market and both do an excellent job. Scherer Bros. recognized our market segment many years ago and went after it with promotions and by addressing our service [needs], and Shaw/Stewart came on big time a couple of years ago and became a part of the action, too.”
While Orfield says he attends—and appreciates—the special events and seminars for remodeling contractors hosted by both Scherer Bros. and Shaw/Stewart, he feels that most professional remodelers already have a good handle on craftsmanship and don’t really need any general business and/or accounting strategy advice. “Business services are not something that we look for,” he says. “We have a lot of that from our association, our finance people, and our insurance people. That help has always been easier for us to find in the remodeling and general business community.”
When it comes to product brand, CotY award winners offered different takes. While carrying nationally recognized and quality products is always a plus, remodelers are not necessarily tied to any particular manufacturer. “Brand does not even sway,” says Feinmann, who puts a premium on professional salesmanship rather than a particular product or business logo. “Brand is a commodity that you differentiate by your service. Those suppliers who have a great frontline salesperson are the suppliers that we enjoy the best, and if tomorrow those people went to work somewhere else, guess what? I’d go with them.”
In addition to a tuned-in sales force, technological capabilities often can be a trump card for pro dealers looking to break into the remodeling market or sustain the market share they already have. “Cost updating is important to us, and Scherer Bros. has computerized all that and provides it on a quarterly basis,” says Orfield. “We use an estimating program that we have developed that links to that automatically right off the Internet.”
Regardless of supplier focus on brand, service, technology, or product support, CotY award winners offer one positive nugget for pro dealers everywhere: The big box experience is no longer a valued part of their business model. “Timely delivery is critical in our business, and that in itself will prevent a trip to [a big box],” says Orfield.
Feinmann agrees. “Why would I even go to [a box store] to buy product? Who is going to take care of it in two years?” he asks. “The person that deals with that is a different person on Monday, is a different person on Tuesday, is a different person on Wednesday. That’s why I buy from any supplier—it’s what the frontline person is all about.”
Editor’s note: The NARI Contractor of the Year Awards are open to any NARI member in good standing and offer pro dealers an avenue for promoting or otherwise helping to recognize the exemplary remodeling projects of their customers. Award entry forms are available on the NARI Web site, www.nari.org.
