Kitchen & Bath Business - February/March 2018 - 22

Better Business

"Whatever certification you choose, be sure
the issuing organization continues to connect and
support you with continuing professional development information through up-to-date design,
installation and product information; networking
opportunities among like-minded experts; and
awareness programs for consumers,"said Kennedy.
SELL YOURSELF

How do you tell clients and industry partners
about your credentials? Are your credentials on
your business card? Most clients will not know
what credential initials stand for, so spell out what
those mean, and the back of your card may be a
good place for this. And don't forget your other
marketing collateral; brochures, websites and social media platforms should also list your credentials. Be sure your expertise is clearly stated and
includes links to the credentialing organization.
"Another effective way to market your expertise
is as a public speaker, through presenting seminars," said Alan Zielinski, CKD, CLIPP, 2012
national president of the NKBA."Potential clients
love to listen to experts, and seminars are the fastest and most effective way to create a relationship
with them. When speaking to clients, refer often
to what you learned when attaining your credentials and mention the associated organizations.
Marketing pros know that this principal of thirdparty endorsement of your knowledge is one of
the most powerful and effective marketing tools."

Smart Marketing
Promote your expertise and make
more money by obtaining credentials
CLIENTS TODAY HAVE MORE ACCESS TO INFORMATION than ever before,
and they search for smart,knowledgeable professionals who stand out from the
competition.They look for experts with the most experience,education,knowledge and industry and community involvement, expecting those experts to
listen carefully, understand their needs and provide the best possible solutions.
Now that the housing industry has recognized and is embracing the need
for accessibility and safety in all homes, marketing yourself as a credentialed
expert is vital to your success and your client's well-being.The majority of your
clients simply want to continue living in their homes with independence and
dignity for as long as possible, regardless of their current or future needs or age.
"My personal business philosophy is that I am being of service to my
clients, and I am helping create a better quality of life through their environments," said Paula Kennedy, CMKBD, CLIPP, owner of Seattle-based
Timeless Kitchen Design. "I have a responsibility to my clients to be as educated and professional as possible. Your clients rely on you; your credibility
with them builds trust.The more specific credentials you have will help build
their confidence in you."

SHOW ME THE MONEY

SETTING YOURSELF APART

Do you as an industry expert have the credentials necessary to catch your
next client's attention? Do you have the experience, education, knowledge
and involvement for which they are searching? How do you stand out from
your competition as a recognized expert in the industry?
These things are all important, but one of the best credentials - and easiest
to understand by homeowners - are certifications recognized and promoted
by a wide variety of industry organizations. Choose those that are based on a
positive, business-centered focus of making all homes accessible, comfortable
and safe, regardless of the homeowner age or needs. The various "we-needto-help-seniors" approach does not consider the rest of the population - the
almost 20 percent of Americans who have daily challenges in their basic
activities of daily living, according to the U.S. Centers for Disease Control
& Prevention, or those of any age with a temporary challenge.

22

By LOUIE DELAWARE and
ERIK LISTOU, co-founders of
the Living In Place Institute, LCC

Is there money through marketing your credentials? Simple answer,YES! The total U.S. home remodeling and repair market is on the way to $400
billion by the end of 2018, according to Harvard
University. Nielsen Marketing also tells us that in
less than four years, 50 percent of the population
will be over the age of 50, controlling 70 percent
of the nation's disposable wealth - and they stand
to inherit $15 trillion in the next 20 years.
"Now add in that over 30,000 Americans turn
65 every month, and the AARP data shows that
almost 90 percent of them do not want to move,"
said Zielinski. "This all adds up to a rapidly expanding business opportunity for your business.
Are you contracting your share of this work, and
are you charging enough? Beyond financial rewards for your services, the most important benefit
is sharing and applying your knowledge into every
project, no matter the client's current age or needs."
The next step after earning a recognized certification is to continue learning not only the designs and
products you should specify but also the nuances
of marketing your credentials and making money
while you bring hope of a comfortable,safe future to
all your clients - now, soon and in the future.


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
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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
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