We would like to congratulate the following Dealers and Distributors as they celebrate their anniversary with CTi in the month of July:

CTi of the Carolinas, NC – 21 years
J.A.M.S. CTi, GA – 14 years
Life in the Word, MO – 14 years
Duke Surface Solutions, NV – 3 years
Concrete Product Resurfacing, KY – 3 years
CTi of South Florida, FL – 3 years
SS Concrete Solutions, KS – 3 years
Green Home Services, PA – 2 years
Central Coast Surface Coatings, CA – 2 years
Cactus Concrete Designs, AZ – 2 years
CTi of St. Louis, MO – 2 years
West Kentucky CTi, KY – 2 years
CTS of West Michigan, MI – 2 years
Cornerstone Concrete Designs, CA – 2 years
Concrete Design and Repair, GA – 2 years
Concrete Technology of the Heartland, IL – 1 year
Premier Concrete Coatings of IL, IL – 1 year
Chadwick Custom Coatings, LA, 1 year
Concrete Solutions, TX – 1 year
CTi Midwest, MO – 1 year
Majestic Finishes, MT – 10 years
Seal Right, IA – 10 years
Bamas Best Concrete Decor, AL – 7 years
Armour Coating, IA – 5 years
New Surfaces Restoration and Design, PA – 4 years
Custom Concrete Finishes, LA – 13 years

TOMA and Your Business

Top of the Mind Awareness (TOMA) is a term used in advertising. TOMA means the customer thinks of your company when they are considering their options for filling the need your product delivers. TOMA happens through repetition (think “Coke” when you considering satisfying your thirst with a soda or “GEICO” when you’re considering car insurance.)

So how do Dealers stay on top of their customer’s mind? One of the most effective tools is distributing a newsletter on a regular basis to a database of current customers along with the potential customers who may have said “not at this time” or have seen you at the home show and given you their name, etc. The first key to creating this database is asking the customer for their e-mail address when you’re filling out their information.

Once you have their e-mail address, the first thing you’ll need to do is put it into some sort of digital format so you can create an e-mail list for your newsletter. A simple Excel spreadsheet will do the trick, but if you want a more complete database, you can use Sage ACT which is a comprehensive database that offers you a number of ways to stay in touch with your customers track their buying habits and locate where to find more customers just like them.

Now that you’ve created your database, it’s time to create a professional newsletter that will interest your customer. A couple of online companies can help you create these newsletters easily by providing templates and an easy way to link them up to your customer’s e-mail addresses. The first one is Vertical Response www.verticalresponse.com. The second option is Constant Contact. Both are very effective and easy to use.

So you know who you’re going to reach and you know how you’re going to reach them, the last question is what are you going to tell them? While many subject areas are appropriate to use for follow up, the most common with the CTI Dealer network are:

* High Profile jobs you’ve done recently
* Adding on new employees
* New products you’re offering
* New training, licensing or certifications you’ve received
* Asking them to come see you at an upcoming home show
* Photos of your latest installations
* Informational articles to help educate your customer on concrete repair, sealing, etc.
* Any awards you received from Associations or groups you belong to.

How often you send these newsletters out depends on a number of factors. You want to keep the newsletters fresh and full of new content. It also depends on the amount of time you have in creating them. A good rule of thumb would be to send one out once per month. This time frame will keep your company on top of the customer’s mind and keep you in their speed dial when they’re ready to pull the trigger on concrete resurfacing.

Season’s here and the customers have come on like gangbusters!  Your crew (or crews) are working at peak efficiency, they’re doing all they can to beef up production, but you’re making too many sales for them to keep up.

We at CTi see this predicament each Spring season when the weather starts allowing homeowners to utilize their outdoor patios or pool decks, or they notice their driveways and walkways could use a new look.  It sometimes seems like everyone contacts your business at once, whether it’s through a Home and Garden Show, or your phones simply become a lot busier.

So what is a Dealer supposed to do with this situation?  The knee-jerk reaction is to add more people, create another crew and keep up with the increased demand.  This is not a bad idea and it definitely will lead to more revenue for the business, but it comes with challenges that should be considered prior to pulling the trigger.

First, do you have the time to train a lead person for this additional crew?  Unless you can teach a new person how to effectively handle and manage a job site, you’re going to see issues in productivity and quality.  Training a new manager will normally take a few weeks and many Dealers just don’t have the time once season has come on them.

Second, can the business afford the increase in overhead?  New wages on payroll, new equipment and a new truck are just some of the expenses the business is going to incur when you add another crew.  It’s going to take some time for the cash flow from the increase in production to pay for the increase in overhead.  This lag may be anywhere from a few weeks to a few months, so you need to prepare accordingly.

Third, and most importantly, is increasing the size of your business truly what you want?  Most business owners get caught up in growing a business for the sake of increasing its size.  If not done properly, the business, over time, may become an entity the owner didn’t want in the first place.

There are other possible solutions when customers become too plentiful.

One is looking at adding some extra help to the crew you currently have (instead of adding an additional crew).  An extra set of hands used at critical times during the installation process can help a crew get additional square footage down each week.

A second consideration may be to look at equipment that may speed things up.  If your crew is grinding concrete with a 7″ hand held grinder, a larger walk behind can increase speed and efficiency and will lead to more production.

The final consideration is your selling price.  Business owners forget this option when they’re in the heat of running their business, but many times it’s the most effective way of growing a business’ profits while addressing the issue of too many customers.  A Dealer who has a backlog of work can increase his average selling price by $.50 per square foot without losing too many customers; the ones he does lose can be tolerated by the business because of the backlog.  The beauty of this solution is that the $.50 per square foot (of $500.00 for every 1000 square feet installed), goes directly to the bottom line of the business; no other increases in overhead or cost of goods has been incurred.

Create the business you’ve always wanted by keeping in mind the vision you had when you first started it.

Laminate counters can be found in many homes across the United States.  If your home has these types of counters, give them new life by having your local Concrete Technology Dealer install the CTi Euro Bond or the CTi Reflective finish over the existing laminate.  Your existing laminate counters can have the look and durability of marble, granite or you can have a look that is uniquely yours.  The Concrete Technology Systems are less expensive than marble, granite or other industry standard products so you can have all the beauty in your home without the expense.

OLYMPUS DIGITAL CAMERA

We would like to congratulate the following Concrete Technology Dealers as they celebrate the anniversary of their Dealerships:

Koetting Construction – TX – 18 years
Concrete Graphics – CO –  17 years
CTI of Pittsburgh – PA – 4 years
Concrete Master Works – TX – 4 years
Holm Concrete Solutions – IL – 3 years
Slab Doctors – NC – 3 years
CTi of New Orleans – LA – 3 years
Concrete Resurfacing of Connecticut – CT – 3 years
Elite Concrete Technology – KS – 2 years
Decorative Concrete of Knoxville  – TN – 2 years
CTi of Northern California – CA – 2 years
Americraft Decorative Concrete – OK – 1 year
Exterior Designs – LA – 1 year
Concrete Professional Restoration – AL – 1 year
Kennedy’s Decorative Concrete – OK – 1 year
CTi Northwest – OR – 1 year
CTi of Katy – TX – 1 year
Modern Design – MN – 1 year
CTi of Central Kentucky – KY – 8 years
Concrete Solutions & Restorations – MO – 8 years
Superior Corp. of IL – IL – 7 years
CTi of Elk River – MN – 6 years
Eagle Concrete – NY – 5 years
Dean Brothers Construction – NY – 5 years
Enhanced Concrete Concepts – PA – 5 years
Custom Concrete Designs – WV – 15 years

Chuck and Ryan are working hard with our Video team to put together some new training movies.  CTi is always striving to keep our Dealers on the cutting edge when it comes to products and techniques!  Shout out to Dan at Videophotog for helping us look good.

If your home has a pool, summer can be a time when the entire family enjoys the area for both fun and relaxation.  CTi can provide your pool deck with an exciting new look while offering a coating that is impervious to the chemicals used in your pool.  In addition, the CTi coating cleans up with a hose and comes with a 10 year warranty.

Concrete Technology Inc. would like to congratulate its Dealers who are celebrating their business’ anniversary in May:

CTi SMN – AR – 21 years
Advanced Surfaces – CT – 17 years
PRC Home Services – MO –  17 years
Concrete Design Solutions – LA – 8 years
Concrete Upholstery –  AL – 5 years
Southwest CTi – NM – 5 years
CTi of North Central West Virginia – WV – 4 years
D2 Concrete Restoration & Design – VA – 4 years
Concrete Innovations of Kansas – KS – 4 years
Creative Concrete Resurfacing – LA – 4 years
Concrete Specialty Coatings – NC – 3 years
CTi Creations – AR – 3 years
I-80 Concrete Designs – IA – 3 years
Vintage Construction & Masonry – MD –  3 years
CTi of Tampa Bay – FL – 3 years
Suncoast Concrete Design and Solutions – FL – 3 years
IIB Hardscape Designs – TX – 2 years
JoMa Business Enterprises – CA – 2 years
CTi of Fresh Coat Concrete – OH – 2 years
CTi Houston – TX – 2 years
RTZ Decorative Concrete – TX – 2 years
Cooper & Webbs – NJ – 2 years
GM Concrete Technology – FL – 2 years
Luxury Interiors – AZ – 2 years
Zion Concrete Restoration – TX – 2 years
American Hardscapes – TX – 2 years
Artizan Concrete Designs – VA – 1 year
Superior Concrete Solutions – SD – 1 year
Porter House Concrete Designs – TX – 1 year
CTi of San Diego – CA – 1 year
Virtuous Decorative Concrete – TX – 1 year
Creative Concrete Designs – CO – 15 years
Custom Concrete Coatings – IL – 9 years
Durable Concrete Designs – IA – 9 years