Stone People: Not Quite an Exit Strategy
The company gives free estimates, and he adds that one of the important things to remember is that while many people may want granite kitchens, not everyone has the money to immediately invest in one.
“I’ll always ask when they’re thinking of starting their project, and I’ll tell them I’ll be back to them,” Jones says. “I also give them a card and ask them to call me, but I make sure to follow up on how the project is coming and if they need more ideas.”
“If everybody bought on price, nobody would be driving a Mercedes, a BMW or an Audi.”
Romell Jones
Stoneware Kitchen & Bath
Ultimately, he says word-of-mouth is always the best sales tool, but it’s important to make a good impression. And, he says he always makes sure people know Stoneware Kitchen & Bath isn’t the cheapest fabricator they can get.
Part of that is just a grim dose of reality. Jones says he knows that there’s always someone out there who can undercut his price by $5 or $10. On the other hand, it does allow him to talk about the craftsmanship and service Stoneware Kitchen & Bath offers.
“If everybody bought on price, nobody would be driving a Mercedes, a BMW or an Audi,” he says. “Not only do they go with craftsmanship, but I tell them, ‘You’re paying a bit more, but if something happens, I’ll be there to get things worked out.’”
Jones adds that part of what he does is educate would-be clients, and then continue to hold their hands through the fabrication and installation process.
“People have no idea how granite works or what the differences are between stones,” he says. “Of course, I also tell them that granite is going to show the imperfections in their home. If the walls aren’t straight or the cabinets aren’t level, it’s going to show.”
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Whether it’s recommending a course of tape and caulk along a wall that’s not exactly flat or methods for covering up the gap created by shimming part of a cabinet, Jones says the key thing is to offer options.
“I give them options and see what they want to do,” he says. “It’s a whole lot better than them being surprised and going ‘What the…?’ I’d rather that when something happens they’re saying, ‘Romell told me that could happen, I already know about it and it’s not a problem.’”
REMNANT MAN
Of course, Jones says Stoneware Kitchen & Bath does some other advertising, as well, with a strong tendency toward the local newspaper rather than radio and other media. His preference is due partly to the lower cost of remnant ads.
The other reason: other options just don’t offer the return on investment he’d like to see.
“Regular marketing can get kind of pricey if you don’t watch what you’re doing,” he says. “I also think a lot of people don’t keep a good eye on whether it’s actually working. It doesn’t make sense to spend $1,000 if all you’re going to get is one customer.”
Romell Jones is a big fan of another type of remnant, too. He says the pieces left in the yard from other jobs can often let him do something for people who might otherwise not have the cash to afford a granite option, and he believes Stoneware Kitchen & Bath has the largest collection of remnants in its area.
As a rule, the company stocks some less-expensive stones, such as Uba Tuba and Santa Cecelia, and works with distributors on the rest. Not only doesn’t it have a large enough yard to stock hundreds of slabs, but Jones says the remnants offer their own sales opportunities.
“For projects such as vanities, fireplaces and smaller jobs like that, I try to give people a deal just to get it out of here,” he says. “I like to think we’re really good at working with people, and if they tell me their budget, I can work with them.”
The recession may be waning, but Jones says many of his clients are still spending carefully. He estimates probably 90 percent of Stoneware’s jobs are residential remodels, and less is being spent per job that before the housing boom collapsed.
As for new home construction, he says there still seems to be a dearth of movement in the mid-range homes that often sold with granite kitchens and baths.
