Kitchen & Bath Business - January 2019 - 33

SPECIAL

NKBA Education Is Genius

SECTION

This year's NKBA Voices from the Industry Conference will feature more than 80
speakers in the following kitchen and bath industry topics: Grow Your Business, Kitchen
& Bath Specialty Training, Design, Management and Customer Service. All one-hour
sessions offer 0.1 CEU, and many will also qualify for other industry CEUs. KBB spoke
HOME HOT SPOTS - HOW TO
exclusively with some of the speakers for more info on their engaging sessions.
CONVERT EMOTIONS INTO SALES
David Brown, Partner, Hoffman York Inc.
YOU'VE GOT 2 EARS FOR A REASON: CUSTOMER SERVICE DO'S
Thursday, Feb. 21, 10:30 a.m. - 11:30 a.m., Room N224
Grow Your Business Track
& DON'TS FOR THE DESIGN PROFESSIONAL
DeAnna Radaj, Design Consultant, Writer/Radio Show Host

Wednesday, Feb. 20, 9:00 a.m. - 10:00 a.m., Room N226
Customer Service Track

Do you ever wonder how some businesses thrive no matter what the news is saying
the economy is doing? Or how some designers have a wait list of clients because of
referrals and repeat clients who have them design generations of homes? It's all about
giving good customer service, but what does that really mean? Well, it's NOT saying
yes to everything they want. It's actually about listening, offering up solutions to solve
their problem and creating a plan for upcoming life events (empty nest, kids growing
up, home office for a start-up).

TOPICS WE'LL DISCUSS INCLUDE:

"The art of asking an open-ended question
"The difference between listening to understand vs listening to respond
"Learning to be non-judgmental and how that improves your referral rate
"How to under-promise and over-deliver

What is a home "hot spot," and how can it make
you money? The research study that formed the
basis of this session revealed that builders, architects and designers aren't actually selling a room
in a home or even the home itself. Rather, they
are selling the anticipation of more meaningful
experiences with family and friends that they can
envision in the space. Hot spots are those specific
spaces within a home in which the majority of
life's most memorable and important experiences
occur. Naturally, the kitchen was identified as one
of these, but the research revealed many more,
potentially surprising, insights.
This session will present key findings and demonstrates how the data can be translated into sales.

SOME EXAMPLES INCLUDE:

"How to properly qualify a client

"While 34 percent of people indicated the kitchen

BUILDING A MARKETING PLAN FOR RESULTS
David Bernardino, Chief Operating Officer, AMMUNITIONagency
Thursday, Feb. 21, 10:30 a.m. - 11:30 a.m., Room N225
Grow Your Business Track

IN THIS SESSION, YOU WILL:

"Be introduced to a marketing planning framework that leverages best practices from the

most-respected marketing companies (e.g. P&G)
"Get detailed coaching on how to approach each part of the marketing planning process
"Understand how you can link your marketing initiatives to business strategies and to

financial building blocks
"Learn a way to help elevate the role of marketing in your organization to one that's

viewed as a business driver as opposed to the group that "creates pretty brochures and
holds fun events"

DIRTY KITCHEN SECRETS

was the most important room in the home, only
17 percent said it was their favorite room. We'll
examine the reasons for this discrepancy and how
professionals can elevate kitchen appeal through
design and incorporating the most desirable
amenities.
"Bedroom/bath suites and outdoor rooms/kitchens also ranked high among the most impactful
home hot spots. You'll learn how homeowners
view these areas and how buyer appeal can be
significantly elevated by incorporating specific
design elements and features.
"Four key emotions were measured by room:
welcoming/social, cozy/warm, relaxed/peaceful and fun/enjoyable. You'll learn the degree to
which these emotions are at play in key rooms in
the home, the role they play and how they can be
elevated through design and amenities.

Lori Paranjape, Designer, Mrs. Paranjape design + interiors
Wednesday, Feb. 20, 1:30 p.m. - 2:30 p.m., Room N228
Design Track

The idea behind the talk is that kitchens have become
a place to entertain, and the mess that goes along with
that can be managed in a dirty kitchen. A dirty kitchen is
where your clients or caterers can prep and clean, all while
the party is still happening in the main kitchen. Most parties gather in the main kitchen anyway, and now it won't
be overcrowded with food prep or stacks of dishes; all of
that goes in the dirty pantry that's behind closed doors.
Design credit: @mrsparanjape/Photo credit: @kristen.mayfield

I plan to discuss how I design a dirty kitchen, as well as how
other designers and appliance/cabinet/countertop trades can sell
the ideas to customers.
I designed the dirty kitchen pictured to be a workhorse behind
the showplace kitchen. It's equipped with a dishwasher, full-size
sink with a garbage disposal, wine fridge, built-in coffee maker and
beverage drawers. That's a lot of utility packed into a small space,
which allows the homeowners to handle messy jobs behind the
scenes while the kitchen stays tidy.

Kitchen & Bath Business - January 2019

Table of Contents for the Digital Edition of Kitchen & Bath Business - January 2019