Kitchen & Bath Business - February/March 2017 - 34

IT'S...

...A WRAP!
SPECIAL

SECTION

Improving Business and Knowing Luxury
KBB delves into two Voices from the Industry sessions during KBIS 2017 - a look at targeting
the right customer and planning for luxury appliances.
How to Target the Right Customer
In interior design, a successful client-designer relationship usually leads to more recommendations and future projects. Finding the right clients for a firm - those who will
work best with the company's character - is far more profitable than broad outreach.
According to Jim Nowakowski, owner and president of the Palatine, Ill.-based Interline Creative Group, the firm must start by asking themselves a few essential questions:
DThe customer I would most like to get that I don't have now is?
DThe customer I lost who I would like to get back is?
DThe market I would most like to penetrate is?

In a social media-oriented world, where every minute millions of pieces of content
are shared online, firms must have a plan to keep up. A plan comes down to: what you
are selling; where potential clients will shop for this item; what kinds of services will
you need; and what clients will do with your product. All of these facts add up to a
company's "personality" and having a specific character the right clients can relate to.
Once a firm has established the essentials of their company, spreading the word
comes down to the quality of the website, the appearance of the company on databases, the Internet and social media. Networking and other marketing techniques
are also encouraged.
When expanding outreach to clients, expect to set aside at least one hour a day. This
will give a firm the experience needed to grow and develop techniques for reaching
out to new clients. Especially when a firm knows better how to interpret analytics -
particularly through Google or HootSuite - they can better find out what their clients
are looking for with their search words.
Even if a firm lost a client in the past, there is still hope of gaining that client back
through follow up. Learning from mistakes is a valuable experience for any company
looking to grow.
"With every rejection you come one step closer to acceptance," said Nowakowski.
"You can't have success without failure."

Luxury Appliances vs. Luxury Kitchens
Showroom designer and display manager Kristien Stevenson for Sacramento,
Calif.-based Full Circle Design defined a luxury appliance as one that combines top
performance and features with refined aesthetics. It is not standard or ordinary; it
is extraordinary.
It took quite some time for the luxury appliance to appear. The electric stove, circa
1924, was considered quite upscale for the times. Eventually the 1970s and 1980s
introduced more built-in appliances like dishwashers and microwaves. Today, luxury
appliances offer a clean, uncluttered design with beautiful finishes.
Specifying and installing a luxury appliance can be a commitment. Detailed
planning is necessary, and cultivating a relationship with an expert on the appliance
is essential for a successful design. The designer should be available during installs
because each appliance has different needs.

DBuilt-In Refrigeration. Intended to blend in but not disappear, the refrigerator
fits in an opening, and the doors and handles stand proud of that cabinet. It
requires a few hours of professional installation, and it requires specific electrical
and water locations. Handles might be offered separately.
DIntegrated Refrigeration. This appliance sits flush. The only pieces that can
stand proud are the handles, but the doors themselves are intended to be flush.
They can be concealed.
DRanges. Range tops have a larger cooking surface because the controls are on the
front of the unit, and they typically have higher BTUs than cooktops. They also
require adequate ventilation. Have a hood that is a few inches larger than the range.
DCooktops. Know the electrical requirements of the unit. Flush-mount
installation is increasing in popularity, but know that there is not a lot of leeway
for marginal error. Some countertops will not work well with this appliance.
"Read the installation instructions, not just the specs," recommended Stevenson, adding that being aware of all the requirements will help guarantee a
successful installation.

Kitchen & Bath Business / FEB.-MARCH 2017 / KBBONLINE.COM / The official publication of KBIS (KBIS.com)

http://www.KBBONLINE.COM http://www.KBIS.com

Kitchen & Bath Business - February/March 2017

Table of Contents for the Digital Edition of Kitchen & Bath Business - February/March 2017