Column: "CONSULT JERRY METZ"

EVERY MONTH I field requests from readers seeking my recommendation for books on starting or expanding a woodworking business. I never hesitate to recommend a great book, “The Business of Woodwork,” by Bill Norlin (800) 228-0355. Bill runs a woodworking consulting company in Colorado and has been a frequent speaker at this magazine’s trade show conferences.

Bill’s approach to starting and growing a successful wood products business is grounded in pragmatism, in his chapter on Marketing, for example, he writes, “Don’t sell something if you don’t know how to manufacture it and don’t manufacture something unless you know how to sell it.”

It’s sad but true that a lot of companies don’t subscribe to this idea. I get many calls and letters from readers who get caught up in trying to make products for which they have no experience or expertise. They frequently pay the hefty price of missed deadlines, cost overruns and disgruntled customers as a result.

Following are some tips for helping you ensure your firm’s success.

Quality Is Job One
Quality was, is and always will be the watchword for any manufacturer in it for the long haul. Major Improvements in equipment and methods make it much easier for companies to attain repeatable accuracy from cutting to cutting. But in spite of these advancements, it still comes down to training workers to be mindful of quality and for companies to implement quality control programs that effectively catch and correct problems at their source.

Nipping problems in the bud begins before the manufacturing process. In my day, it was in great anticipation that we would invite every employee in the factory to unveil samples of our new lines. This was their opportunity to voice their opinions, including any misgivings about how certain parts would be made, finished or assembled. Then, before production began, the entire sales staff would meet to give a final review of the revised samples. Each salesman would also have the chance to talk about customer reaction to sample pieces.

Educate Your Reps
In many ways, selling furniture is more competitive than it was in my hey day at Metz Furniture. Then, sales reps sold as many accounts in a territory as they could. There were not many chains and there were fewer exclusive arrangements.

Today, there are reps who are assigned to handle one or two major national or regional accounts. As part of their job, they routinely visit their retail customers to educate showroom salesman about the construction and design features of their products, including care instructions for consumers. This kind of customer care is not only expected, it is a necessity. If you don’t do it, you can bet your bottom dollar that one of your competitors will come in and out-service you. The best way to prevent this from happening is to not leave the door ajar by neglecting your customer’s needs.

Some Don’ts
In addition to the things you should do or must do, there are things you should not do or must not do.

The first “don’t” is obvious: Don’t try to sell to every account in a given area. Instead, develop strong ties with one or a few retailers. Stay in close contact with them and make them feel they are part of the team. Regularly seek their opinions and listen to what they have to say. Keep them in the loop on new developments at your company.

Another must to avoid in my book is don’t preach high quality in your ads and the offer 80% discounts. If you want to drop your drawers on prices, then promote the concept of “value.” Ads that confuse the issue of high quality and low-cost value are one of my pet peeves.

Number three, don’t guarantee three-week shipment to your retailer and the deliver to your customer in six weeks. Keep your retail customers apprised of the prospect of delay during peak periods. Believe me, no one is going to complain if they are quoted six weeks and get delivery in a month.

Finally, I think what Bill Norlin advises bears repeating: “Don’t sell something if you don’t know how to manufacture it and don’t manufacture something unless you know how to sell it.”