Posts Tagged Innovation
Working with the Design Community
Posted by enegrin in Polished Edges on October 15, 2010
Time is the bridge between introduction and trust. Achieving mutual trust in a commercial relationship is an evolutionary process. The fundamentals can be anything from a favorably perceived brand to a referral from a colleague. But what about when you are first, when there is nothing that came before you for comparison?
My company has evolved over 32 years from a general glass shop to a highly custom manufacturer of decorative architectural glass. During this time, our relationships with our customers have changed dramatically. Today, the enjoyment we get from our specifier interactions is much more stimulating than anything we experienced in our earlier years.
In the very early glass and mirror days, our shop customers could get anything from generic table tops to windshields. The business was general in nature and customers’ needs were simpler. Soon glass usage became more integrated into design expression. I wanted to challenge my team, leverage my investment in equipment and satisfy my desire for greater expression.
Along the way, we have developed proprietary products and innovative methods. Like anything that has never been done before, we gained experience and overcame technical challenges. That was the easier part. With a prestigious following and hard-earned reputation to defend, gaining trust with architects and designers had to be earned and maintained with deeds and not just words; no shortcuts!
Initially, one earns the respect of the architectural and design community based on their value as a content expert. The company, the internal key people and especially the account manager are measured by accurate and speedy communication of available information about techniques, applications, color, finish and structural requirements. As discussed in a previous blog, what we offer in contributing to the knowledge of the A&D community is our brand.
It takes time to be well regarded as an expert and it takes much longer to earn “trusted adviser” status. Genuine interest in the project, combined with an understanding the design professional’s objectives and consideration about our own role in the relationship is the key to success. Becoming consistently reliable is the prerequisite to a credible connection to our constituents.
For a custom manufacturer, building relationships is mostly a one-on-one proposition. Like anything else, some frequency helps in reinforcing your position and desire to be of assistance. But, that can be difficult since everyone is extra busy with a myriad of details; it is difficult to get attention when the focus is elsewhere.
Participation in industry associations may aid in the process of achieving your place and reinforcing your unique reputation. More frequent exposure, participation on important committees and demonstrated tireless effort is much more effective for a specialist than a single print ad or occasional email blast.
As your efforts in supporting the A&D community gains momentum and is recognized, your hard work will start to pay off. It may come as an invitation from your constituents to provide a proposal, present topics for essential learning credits or receiving an important call regarding a specific product you offer.
The architectural and design community is a gateway to growing the individual’s, as well as the organization’s, reputation. This is a place where substance counts for everything. It takes patience and hard work, but once you are recognized for genuine value, you will build a following of interested prospects that will take your calls and willingly open the door to your new ideas.
Thank you for your interest in my blog, I am eager for your feedback as well as the opportunity to build new business relationships. Please contact me at polishededges@galaxycustom.com
Branding Your Business – Quality Makes A Difference
Posted by enegrin in Polished Edges on June 30, 2010
The Glass Industry is a diverse, multifaceted and unique universe with significant opportunities for all market segments. In each category, there are a range of providers each known for a unique set of skills and features. From a marketing perspective, what we know and feel about these businesses is commonly referred to as their Brand.
In my view, when it comes to a competitive profile, the market can be divided into two main parts. The first category is the volume providers. What characterizes this group is volume capability, specific expertise and/or repetitive processes. Whether manufacturer or local glass shop, their sustainability depends on speed and efficiency. These innovators have developed processes for high efficiency, and an acceptable standard of quality for high volume production. Their Brand may be recognized for consistency and competitive prices as the result of particular skills of their workforce or proprietary factors inherent in their factory or shop.
The other part of the market, where my company earned its reputation, is in custom capability. It is challenging to play at this end (and, that is why I like it). Building your Brand here encompasses a host of different factors that requires special skills with every step.
Before entering our industry in 1974, I had the opportunity to study the glass business and determine my path. From day one, I was intrigued by how I might differentiate our company (which was then known as Galaxy Glass & Mirror) to make the business more attractive to my prospective customers.
In the ensuing years, we continually refined our focus, concerning ourselves with ways to blend our artistic creativity with market trends. We uncovered market niches, experimented with manufacturing techniques and identified shortcomings in ways that products were specified, manufactured, and installed.
These factors were significant in building the Galaxy® Brand and provided us with a strong product and service ‘story’ that made sense to our customers. But, that wasn’t always enough. Throughout the supply chain, there are points where the “copy-cats” try to emulate the leaders and negatively affect everyone. They may beat a price and win a job, but bring down the entire industry with poor quality products or shoddy installation. The one area that can’t be imitated is consistent quality.
Today our audience, the collective group of architects, designers, contractors and owners recognize that Galaxy quality has no equal. It’s a unique position and one that literally took over 30-years to establish. There is no shortcut to get there, but it is a journey worth pursuing in establishing your place in the minds of your prospects and customers.
For example, since we consistently create new designs and unique glass products, we are constantly communicating these new designs and materials to the architectural and design community. We assist in design development with a specialized sales team and follow through with products of impeccable finish in exact match to specification. There is much that goes into our products and some secrets that add to the mystery.
Whether your business is that of a volume provider or custom purveyor, we all must contend with ‘Value Engineering’. This is a process that challenges all of us and often compromises quality. In the absence of discernable features, price becomes the great equalizer. This ‘Brand’ is one dimensional … low price!
And, it is not the result of innovation, skill or proprietary process.
Whatever ball park you play in, bringing value to your brand is an end-to-end process. It’s all about how you treat your customers from first contact to final invoice and beyond.
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