Kitchen & Bath Business - February/March 2018 - 20

Skill Set

Sell Yourself to
Make the Sale

How can you build a loyal customer base
and charge appropriately?
Altmann: Run a good business with exceptional

customer service. You have to subscribe to that
and be passionate about it. Returning phone calls
is great, but having someone take the calls in the
first place is better. Call your client 24 hours ahead
to confirm a sales visit, greet them with a smile,
hand them a business card, present yourself well
in person, and lay out the expectations during the
meeting.These value-building elements will build
loyalty with your clients and will make it easier for
you to charge the correct amount for your services.
Job scoping is a missing link in our industry.This
includes a detailed document that leaves no stone
unturned between you and your client; everyone
will know exactly what is going to transpire. Like
a window sticker on the car, there are no surprises,
but because you can't test drive a new kitchen, do
an amazing job of telling the story. I provide my
clients with a comprehensive project evaluation,
which includes the design, job scope relative to
their project and cost analysis. I do estimates based
on my job scopes and check off every item so I don't
miss anything. I get them to sign the contract with
confidence and remove risk; there is no ambiguity.

Adding value to your services equals
fair and accurate project estimating
IT'S IMPORTANT TO CAPTURE AND ACCOUNT FOR all time on a job when
charging for a remodeling project, but one needs to be aware of the direct job
costs, overhead and net profit to do so. According to Brian Altmann, CAPS,
founder of Poughkeepsie, N.Y.-based DBS Remodel, to achieve the proper
net margin, it is crucial to understand and implement the art of value-based
selling and differentiate yourselves from the competition.
KBB spoke to Altmann, who hosted the sessions, "Value-Based Selling"
and "How Much to Charge - Estimating Made Easy" at the Remodeling
Show in Nashville last October, for his tips on understanding two of the
most important parts of a job.

Why do professionals in your industry find it challenging to estimate charges?
Altmann: Most companies do not understand their numbers to begin with,

which goes back to needing to know your overhead and costs to operate successfully. When they are putting together an estimate, it is easy to overlook
things. I am estimating a bathroom right now, and I need to factor in how
long it will take me to unpack the product and inspect it - all of this should
go into the estimate, even if it raises the price. Stop trying to keep costs low
just so you can win the sale; you have to prepare for the unknown.
How can they get it right?
Altmann: Some people in our industry were not taught enough about how

to estimate properly, so it is important for them to get out into the field to
understand it better. Pay attention to how long it takes you to do a kitchen or
bath remodel. If you run into a similar remodel, you can estimate your charges
based on the hours you accumulated before.
Get some mentoring from someone with better insight, and use a qualified spreadsheet - we use Sage Timberline Office software. Communicate
with lead carpenters, who can tell you approximately how long it takes for
various installations. Ask people who are actually working in the field.

sales consultant does an exit interview and asks
what three things they were thrilled about and for
three recommendations of what they would do
differently. We figure out what people want and
be those things, but we have to listen, subscribe
and put forth the effort.

By CHELSIE BUTLER

What is someone's unique selling proposition?
Altmann: It is a summation of all we have talked

about. Ours is that we can be trusted; we bring
value and peace of mind to our projects.


What is value-based selling? 
Altmann: Value-based selling is not for everyone because there are some people

who only care about price, but it is about making sure you are not just selling
the commodity, which is something that is replaceable and anyone can do it.
As a company, we need to differentiate ourselves - especially if we are asking
for more money - the right amount of money.
The best way to learn about building value is to obtain feedback from
your prospects and clients on the qualities they are looking for in a contractor. We ask what some of their reasons were for giving us the privilege to
work with them. They will tell us we were professional, we showed up on
time, we were polite, and we were friendly. When the job is complete, the

20

Kitchen & Bath Business / FEB.-MARCH 2018 / KBBONLINE.COM / The official publication of KBIS (KBIS.com)

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

Table of Contents for the Digital Edition of Kitchen & Bath Business - February/March 2018

Kitchen & Bath Business - February/March 2018
Contents
Editor’s Note
Show Director’s Note
Happenings
Trends
Hot Topic
Skill Set
Better Business
Tech Savvy
KBIS 2018
Small Spaces
Color Find
Balanced Budget
Solutions
Before & After
Products with Staying Power
What’s Hot
Design With
Kitchen & Bath Business - February/March 2018 - Kitchen & Bath Business - February/March 2018
Kitchen & Bath Business - February/March 2018 - Cover2
Kitchen & Bath Business - February/March 2018 - 1
Kitchen & Bath Business - February/March 2018 - Contents
Kitchen & Bath Business - February/March 2018 - 3
Kitchen & Bath Business - February/March 2018 - 4
Kitchen & Bath Business - February/March 2018 - 5
Kitchen & Bath Business - February/March 2018 - Editor’s Note
Kitchen & Bath Business - February/March 2018 - 7
Kitchen & Bath Business - February/March 2018 - Show Director’s Note
Kitchen & Bath Business - February/March 2018 - 9
Kitchen & Bath Business - February/March 2018 - Happenings
Kitchen & Bath Business - February/March 2018 - 11
Kitchen & Bath Business - February/March 2018 - Trends
Kitchen & Bath Business - February/March 2018 - 13
Kitchen & Bath Business - February/March 2018 - 14
Kitchen & Bath Business - February/March 2018 - 15
Kitchen & Bath Business - February/March 2018 - 16
Kitchen & Bath Business - February/March 2018 - 17
Kitchen & Bath Business - February/March 2018 - Hot Topic
Kitchen & Bath Business - February/March 2018 - 19
Kitchen & Bath Business - February/March 2018 - Skill Set
Kitchen & Bath Business - February/March 2018 - 21
Kitchen & Bath Business - February/March 2018 - Better Business
Kitchen & Bath Business - February/March 2018 - 23
Kitchen & Bath Business - February/March 2018 - Tech Savvy
Kitchen & Bath Business - February/March 2018 - 25
Kitchen & Bath Business - February/March 2018 - KBIS 2018
Kitchen & Bath Business - February/March 2018 - 27
Kitchen & Bath Business - February/March 2018 - 28
Kitchen & Bath Business - February/March 2018 - 29
Kitchen & Bath Business - February/March 2018 - 30
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Kitchen & Bath Business - February/March 2018 - 43
Kitchen & Bath Business - February/March 2018 - 44
Kitchen & Bath Business - February/March 2018 - 45
Kitchen & Bath Business - February/March 2018 - Small Spaces
Kitchen & Bath Business - February/March 2018 - 47
Kitchen & Bath Business - February/March 2018 - Color Find
Kitchen & Bath Business - February/March 2018 - 49
Kitchen & Bath Business - February/March 2018 - Balanced Budget
Kitchen & Bath Business - February/March 2018 - 51
Kitchen & Bath Business - February/March 2018 - Solutions
Kitchen & Bath Business - February/March 2018 - 53
Kitchen & Bath Business - February/March 2018 - Before & After
Kitchen & Bath Business - February/March 2018 - 55
Kitchen & Bath Business - February/March 2018 - Products with Staying Power
Kitchen & Bath Business - February/March 2018 - 57
Kitchen & Bath Business - February/March 2018 - 58
Kitchen & Bath Business - February/March 2018 - What’s Hot
Kitchen & Bath Business - February/March 2018 - 60
Kitchen & Bath Business - February/March 2018 - 61
Kitchen & Bath Business - February/March 2018 - 62
Kitchen & Bath Business - February/March 2018 - 63
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Kitchen & Bath Business - February/March 2018 - 71
Kitchen & Bath Business - February/March 2018 - Design With
Kitchen & Bath Business - February/March 2018 - Cover3
Kitchen & Bath Business - February/March 2018 - Cover4
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