Kitchen & Bath Business - January 2020 - 38

DEALER DISH

Lost in Translation

Using your local showroom & other outlets
to help speak each other's language

LIKE MOST PEOPLE, I love to travel overseas. One of the most exciting things
about foreign travel is having to navigate around a new place without speaking the language. One travel habit I have developed over the years is to buy a
phrase book and learn a few key words and phrases.
I repeatedly find that a little bit of language inevitably and constantly
goes a long way. Making the effort to speak to someone in a language they
understand - even if imperfect - creates a positive and meaningful impact. It
demonstrates that you respect them and want to understand them.
So what does any of this have to do with navigating the design and construction process? The answer is simple - everything.

they will go back to what they know - and your
products will never make it into the project.
And the same thing would happen if a designer
walked into the supply house. Designers are not
the ones picking the piping or figuring out lengths
or runs. There are others coming in behind you
who want to get what they need, so the pressure
is on. The person behind the counter might not
even understand what you mean when you ask if
the toilet supply valves come in a matching style to
the faucet, let alone if they come in other finishes
besides polished chrome.
By segmenting our industry approach between
the "pretty" and the "rough," we have isolated one
another and exacerbated our language differences.
The most effective showrooms, I have found, are
those whose teams are trained to speak all these
languages. If the business has a parts counter or
wholesale plumbing division - many salespeople
either help in all divisions or literally guide the
installer over to a counterpart in the showroom
and vice versa. It helps installers understand the
design needs and the designers understand installation complexities.

THE VARIOUS LANGUAGES OF CONSTRUCTION

When I began working in decorative plumbing and hardware, I quickly
learned that although we all speak English, each part of the project team
has their own particular language. Architects focus on dimensions, correlations, symmetry and building material lifespans. Designers are all about the
"feel," "look" and "emotional reaction" their combination of colors, textures
and materials evoke. Plumbers and electricians want to know about product
availability, ease of installation, warranties and availability of replacement
parts. Homeowners want to talk in terms of cost, budget, reliability and value.
With everyone speaking different languages, it is easy to get confused or
frustrated. In the worst instances, these lead to a complete disconnect, and I
have watched projects go totally off the rails. And as a showroom salesperson,
I have watched new and exciting products be passed by for those installers
were "used to" from big-box stores - dumbing down the entire design from
what was originally envisioned.
Once we recognized the dynamic at play, we could understand it and
manage it more effectively. We began to speak to each person on the team
differently and in a language they understood. We became interpreters from
one language to another, offering to speak to everyone on the team to help
make sure they each understood the products - and most importantly, that
we wanted their input and to address their concerns.

GUIDES EXIST TO HELP YOU NAVIGATE

THE COST OF SEGMENTATION

Our own industry has perhaps inadvertently exacerbated these differences
of language. I now travel around the country visiting with all kinds of showrooms. One is more beautiful than the next - amazing Sputnik-type chandeliers hang from above, and Edison light bulbs illuminate displays. But many
of my plumber friends would not know what to do in a showroom like this.
As soon as they hear about faucet and shower trims coming from Italy (longer
lead time) or the cost for a custom finish, they will turn and run for the hills.
Installers are used to shopping in plumbing and electrical "supply houses"
far more than decorative showrooms. They feel comfortable walking up to
a counter where they know everyone behind it. Everything is generally on
hand in stock - albeit relatively commonplace or generic. It's human nature
to shop where you feel comfortable and go where you can get everything
you need - fast. Anything "special order" is only a few days away. So when
the plumber feels lost or like the designer is speaking a different language,

38

BEN ALLIKER has
worked for more than
13 years with architects
and designers specifying
decorative plumbing
products products for
large and small residential and commercial projects. He is currently the
national sales manager
for HamatUSA.

So how can you help understand these different languages to keep your project and design
considerations on track? When making product
selections, there are several opportunities to pick
up helpful phrases that will make it easier for "the
locals" to understand you. Going just a touch beyond "I love how it looks" will go miles in getting
buy-in for the products you want specified.
1. Specification Sheets Are Like Phrasebooks. Every
product you are looking at for your project has
specification details provided by the manufacturer. Spend a little time reviewing them - focusing
on the parts that are required for installation (but
not sold with it), any special conditions required
for installation and lead times/availability. Becoming comfortable with a few minor details will
have you sounding more "installer" in no time.
For example, several years ago a leading
decorative faucet and shower manufacturer introduced a shower valve trim that was simply
gorgeous; everyone loved how it looked and
wanted it. But this particular product required a

/ JANUARY 2020 / KBBONLINE.COM / The official publication of NKBA (NKBA.org) and KBIS (KBIS.com)


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Kitchen & Bath Business - January 2020

Table of Contents for the Digital Edition of Kitchen & Bath Business - January 2020

Kitchen & Bath Business - January 2020
Contents
Editor’s Note
Show Note
Happenings
Trends
Better Business
Learning Corner
Hot Topic
Skill Set
Dealer Dish
2020 Industry Outlook
Products with Staying Power
Favorites
Small Spaces
Design With
Before & After
Universal Design
KBIS Directory
Sustainable Design
Tech Savvy
Solutions
Color Find
Celebrating the NKBA’s 2020 Design Competition Winners
What’s Hot
What’s Cool
A showroom renovation inspires & educates
Whole-home renovation adds character for a family
Last Word
Kitchen & Bath Business - January 2020 - CT1
Kitchen & Bath Business - January 2020 - CT2
Kitchen & Bath Business - January 2020 - Intro
Kitchen & Bath Business - January 2020 - Kitchen & Bath Business - January 2020
Kitchen & Bath Business - January 2020 - Cover2
Kitchen & Bath Business - January 2020 - 1
Kitchen & Bath Business - January 2020 - Contents
Kitchen & Bath Business - January 2020 - 3
Kitchen & Bath Business - January 2020 - 4
Kitchen & Bath Business - January 2020 - 5
Kitchen & Bath Business - January 2020 - Editor’s Note
Kitchen & Bath Business - January 2020 - 7
Kitchen & Bath Business - January 2020 - Show Note
Kitchen & Bath Business - January 2020 - 9
Kitchen & Bath Business - January 2020 - Happenings
Kitchen & Bath Business - January 2020 - 11
Kitchen & Bath Business - January 2020 - 12
Kitchen & Bath Business - January 2020 - 13
Kitchen & Bath Business - January 2020 - 14
Kitchen & Bath Business - January 2020 - 15
Kitchen & Bath Business - January 2020 - 16
Kitchen & Bath Business - January 2020 - 17
Kitchen & Bath Business - January 2020 - Trends
Kitchen & Bath Business - January 2020 - 19
Kitchen & Bath Business - January 2020 - 20
Kitchen & Bath Business - January 2020 - 21
Kitchen & Bath Business - January 2020 - 22
Kitchen & Bath Business - January 2020 - 23
Kitchen & Bath Business - January 2020 - Better Business
Kitchen & Bath Business - January 2020 - 25
Kitchen & Bath Business - January 2020 - 26
Kitchen & Bath Business - January 2020 - 27
Kitchen & Bath Business - January 2020 - Learning Corner
Kitchen & Bath Business - January 2020 - 29
Kitchen & Bath Business - January 2020 - Hot Topic
Kitchen & Bath Business - January 2020 - 31
Kitchen & Bath Business - January 2020 - Skill Set
Kitchen & Bath Business - January 2020 - 33
Kitchen & Bath Business - January 2020 - 34
Kitchen & Bath Business - January 2020 - 35
Kitchen & Bath Business - January 2020 - 36
Kitchen & Bath Business - January 2020 - 37
Kitchen & Bath Business - January 2020 - Dealer Dish
Kitchen & Bath Business - January 2020 - 39
Kitchen & Bath Business - January 2020 - 2020 Industry Outlook
Kitchen & Bath Business - January 2020 - 41
Kitchen & Bath Business - January 2020 - 42
Kitchen & Bath Business - January 2020 - 43
Kitchen & Bath Business - January 2020 - 44
Kitchen & Bath Business - January 2020 - 45
Kitchen & Bath Business - January 2020 - Products with Staying Power
Kitchen & Bath Business - January 2020 - 47
Kitchen & Bath Business - January 2020 - 48
Kitchen & Bath Business - January 2020 - 49
Kitchen & Bath Business - January 2020 - 50
Kitchen & Bath Business - January 2020 - 51
Kitchen & Bath Business - January 2020 - Favorites
Kitchen & Bath Business - January 2020 - 53
Kitchen & Bath Business - January 2020 - 54
Kitchen & Bath Business - January 2020 - 55
Kitchen & Bath Business - January 2020 - Small Spaces
Kitchen & Bath Business - January 2020 - 57
Kitchen & Bath Business - January 2020 - Design With
Kitchen & Bath Business - January 2020 - 59
Kitchen & Bath Business - January 2020 - Before & After
Kitchen & Bath Business - January 2020 - 61
Kitchen & Bath Business - January 2020 - Universal Design
Kitchen & Bath Business - January 2020 - 63
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Kitchen & Bath Business - January 2020 - KBIS88
Kitchen & Bath Business - January 2020 - Sustainable Design
Kitchen & Bath Business - January 2020 - 68
Kitchen & Bath Business - January 2020 - 69
Kitchen & Bath Business - January 2020 - Tech Savvy
Kitchen & Bath Business - January 2020 - 71
Kitchen & Bath Business - January 2020 - 72
Kitchen & Bath Business - January 2020 - 73
Kitchen & Bath Business - January 2020 - Solutions
Kitchen & Bath Business - January 2020 - 75
Kitchen & Bath Business - January 2020 - 76
Kitchen & Bath Business - January 2020 - 77
Kitchen & Bath Business - January 2020 - Color Find
Kitchen & Bath Business - January 2020 - 79
Kitchen & Bath Business - January 2020 - 80
Kitchen & Bath Business - January 2020 - Celebrating the NKBA’s 2020 Design Competition Winners
Kitchen & Bath Business - January 2020 - 82
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Kitchen & Bath Business - January 2020 - What’s Hot
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Kitchen & Bath Business - January 2020 - What’s Cool
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Kitchen & Bath Business - January 2020 - 119
Kitchen & Bath Business - January 2020 - A showroom renovation inspires & educates
Kitchen & Bath Business - January 2020 - 121
Kitchen & Bath Business - January 2020 - 122
Kitchen & Bath Business - January 2020 - 123
Kitchen & Bath Business - January 2020 - Whole-home renovation adds character for a family
Kitchen & Bath Business - January 2020 - 125
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Kitchen & Bath Business - January 2020 - Last Word
Kitchen & Bath Business - January 2020 - Cover3
Kitchen & Bath Business - January 2020 - Cover4
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