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September 2016 • KitchenBathDesign.com 23 tell them what their taste is. They can figure out what style they prefer by simply looking at the lavs that line the showroom walls. Once they select the style they prefer – as- suming they haven't already done this online – they can easily waltz out and price shop it (or do it right there on their smartphone!). But if you start your spec- ification with the shower, you immediately entrench yourself as the expert. Properly spec- ifying a full luxury shower is not for the faint of heart and it is probably the most intimi- dating part of the process for your customer. How many applications can we install and still remain within the water- efficiency codes? What are the pros and cons of installing a steam unit? Should I put in a square drain or go for a linear drain? How does each choice impact the aesthetic I want to achieve? And what the heck will each do to my budget? The typical customer has no clue how to navigate these questions, and unless they're a die-hard DYIer, Googling for answers will prove wholly in- sufficient. They need a design professional to guide them through the process. Moreover, now that you've hopefully bonded with your client and rightfully gained their trust, it makes it emotionally harder for them to take the specs of your professional labor and shop elsewhere. Will that still occasionally happen? Of course. But it won't happen nearly as often as when you start with the lav. Finally, it's virtually impossible for Internet-only companies to provide the shower expertise, guidance and emotional reassurance that a capable showroom consultant can. As a result, the complexity of shower specifi- cations provides showrooms with a big competitive advan- tage over the Amazons of the world. Jeff Bezos may own most of the world, but we still own the shower. Commoditization doesn't have to be fatal. Truly embrac- ing innovation and differenti- ation, both with product and sales strategy, can provide helpful antidotes. ▪ Noah Taft is senior v.p., marketing & sales, and a principal of California Faucets, a custom manufactur- er of fine faucets and accessories for both the kitchen and bath. Taft is also a co-principal of Dezi Home, an innovative new accessory company. Read past columns and features and send us your comments about this article and others at KitchenBathDesign.com www.blancoamerica.com 888-668-6201 Introducing IKON ™ … the only apron front granite composite sink worthy of the SILGRANIT ® name. Where color is throughout the material, not just on the surface. Where stone, not filler, is the primary material of choice. Where forks, knives, and pans won't leave a scratch — no grid necessary. Yes, we're driven by innovation. Perhaps not the easy path, but the most rewarding. SILGRANIT ® … Beautifully designed. Scientifically proven. Where others imitate, we innovate. It's that simple. Spill, splash, splatter… and never worry about stains. No harsh chemicals needed for cleaning. It won't chip, stain, or burn. That's durability and that's a beautiful thing. Not even a fork, nor the bottom of a pan can damage SILGRANIT ® . Circle No. 14 on Product Card