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Best Practices for 2016 Success BY JAMIE GOLD, CKD, CAPS So how are those New Year's resolutions coming along? While losing weight and starting new exercise programs top many surveys, entrepre- neurs, executives and career ladder climbers may have a more professionally focused goal set. If fnding a new position, landing a promo- tion, helming a successful launch, improving your proft margins or closing more deals are among your resolutions for 2016, these best practice trends from industry pros may be the fuel your fre needs. FOR DESIGNERS & DEALERS Known as a buying network for kitchen and bath dealers, Charlotte, NC-based SEN Design Group also provides extensive practice management training for its 200-plus member frms across the country. "Financial stability of an individu- al's business should always be top of the list," shares John A. Lang, LPBC, SEN's Head Business Coach, on what he sees as the key best practice. Most of the other business aspects of a successful frm, such as developing a proper sales process or setting up a marketing plan, fall into place when the fundamentals have been established, he adds. For many creative entrepreneurs, the hard- core fnance practices Lang defnes as essential for long-term success may be largely foreign. If there's one best practice resolution kitchen deal- ers need to make, the SEN trainer believes, it's this: "You have to understand what your gross proft margin should be after adding in an own- er's market rate salary plus a healthy net proft." Perhaps you're at the point where you've mastered these essentials, have a successful business and you're looking for something more. Maybe your resolutions include taking your frm and your life to the next level. Robert Criner of Criner Remodeling in Newport News, VA is one of those entrepreneurs. He has long believed in the benefts of continu- ing education and volunteerism. "Twenty-fve years ago, I joined the Remodelers Council at my local home builders association. In my market, I noticed that all of the successful remodelers belonged and I wanted to be one of them. I've taken an active leadership role from the start and I'm still reaping the benefts as the 2015 chair of NAHB Remodelers, the remodeling arm of the National Association of Home Builders." Membership in an association, he believes, diferentiates a business. "Remodelers who take the time to access continuing education are creating a reputation that will serve their company well in a market that's only becoming more crowded," he says. Criner encourages his employees to get involved in associations like NAHB Remodelers and the National Kitchen & Bath Association. He also believes that keeping up with training and the trends shared in trade publications are essential career and business best practices. "Never stop learning how to im- prove your remodeling business," he suggests. FOR MANUFACTURERS Sherry Qualls, CEO of integrated marketing communications agency White Good & Co. in Lancaster, PA, consults for a wide range of kitch- en and bath brands. It all starts with strategy, she believes. "Recognizing the value of bringing all partners together at the front of the concepting process is an evolutionary idea." Brainstorming ideas with key team members and subjecting those concepts to reality tests gets the strategic and creative processes rolling. Then the creative content needs to be fo- cused. "Award-winning creative only matters if it causes your key targets to remember and act," Qualls notes. That is how advertising, public relations, social media and Web site optimiza- tion best practices translate into the seeds of sales. The frst and most important best practice to increase sales from your marketing eforts is storytelling, Qualls shares. "Powerful sales initiatives have a focused message or story." Back those up with solid information to share about a product or program, she adds. "Facts, insights and data reduce the chance for objections." Web sites also count heavily. "Be sure sites are flled with beautiful images, alt-tagged for optimization purposes. All sites must auto-adapt to mobile platforms; 62 percent of all content is being consumed on a phone or tablet. If sites ar- en't responsive, trafc will bolt," the White Good Whether you're looking to improve your marketing, upgrade your Web site, fnd a new job or take your frm to the next level, consider these best practices shared by industry pros to help you achieve your business goals for 2016. Encourage your employees to continually network and train. Best business practices include giving back through volunteerism. Give consumers the chance to test drive your products in experiential showrooms. Photo: National Kitchen & Bath Association Photo: NAHB Remodelers Photo: Courtesy of PIRCH 42 Kitchen & Bath Design News • January 2016 TREND SPOTTING