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Slippery Rock Gazette February 2024 | 5
INTRODUCING
Natural Stone Catalogue
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This catalogue is a collection of images and material details to help buyers identify appropriate natural stone materials for their projects.
Developed by the North American Quarry Advocacy Group. Powered by the Natural Stone Institute.
Find out more:
stones.naturalstoneinstitute.org
Industry Calendar of Events
February 2024
NSI: Florida Stone Summit: Analyzing Shop Performance When: February 15
Where: Pompano Beach, FL
Host: Marble of the World
KBIS Show
When: Tuesday, February 27, to Thursday, February29, 2024 Where: Orlando, Florida
Visit https://kbis.com for more information and to register.
NAHB International Builder Show
When: Tuesday, February 27, to Thursday, February29, 2024 Where: Las Vegas, Nevada
Visit www.buildersshow.com for more information.
March 2024
NSI: California Stone Summit: Fabricator Town Hall When: March 7
Where: North Hollywood, CA
Host: Pacific Shore Stones
Xiamen International Stone Fair
When: Saturday, March 16, 2024 to Tuesday, March 19, 2024 Where: Xiamen, China
NSI: Women In Stone’s Block Talk: Work/Life Balance When: Tuesday, March 19, 2pm to 3pm
Where: Zoom Presentation
Visit naturalstoneinstitute.org/calendar for more information.
Other regional and online event opportunities are available through the industry association websites listed above.
Training and Education
Maximizing Business Growth DThrough Customer Referrals
id you know that the global coun- Anthony Milia tertop market is projected to reach Milia Marketing a staggering $167.77 billion by
most trusted form of advertising, with per- sonal recommendations ranking highest in trustworthiness.
Imagine transforming every satisfied cus- tomer into an advocate, bringing in new busi- ness with a simple recommendation. That’s arguably the most cost-effective form of marketing. In actual sense, all you need to do is provide excellent services. But how’s that possible?
It’s simple; people are more likely to trust recommendations from others who have bought a product or service, especially with cost-intensive products like countertops that require a lot of consideration to buy.
People rely on recommendations and refer- rals for many reasons, including:
• Social Proof (Validation through Others): Social proof plays a significant role in influencing behavior. A study by Exploding Topics revealed that 92% of consumers feel hesitant to buy when there are no customer reviews available. When
prospects see that others have success- fully used and endorsed a product or service, it provides validation and reas- surance that the choice is good.
• Authenticity and Real-World Experience (Firsthand Testimonials): Recommendations from actual users pro- mote authenticity. Customers who have bought and used a product or service can provide firsthand testimonials, sharing their genuine experiences and insights.
• Reduced Marketing Bias (Unbiased Opinions): Consumers are aware that marketing and advertising messages are often biased to promote a product. Recommendations from other users are perceived as more impartial and unbi- ased, as they stem from personal expe- riences rather than promotional motives.
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2030 with a compound annual growth rate (CAGR) of 4.0%, according to Fortune Business Insights? The demand for gor- geous and durable countertops is rising, pre- senting an opportunity and a challenge for countertop shops to stand out in this thriving industry.
In this competitive industry, where choices are almost endless in terms of coun- tertop choice and the choice of who to buy from, the key to sustainable growth as a countertop manufacturer or dealer is in the hands of satisfied customers.
Think about it: there are thousands of
countertop shops in the country, so why should anyone buy from your shop? Where’s your proof that your products can stand the test of time? Should they just take your word for it or are you showing them through past customers that you have what it takes to sat- isfy their needs?
Let’s find out how customer referrals can boost your business growth.
Understanding the Psychology and Power of Referrals
According to Nielsen’s Global Survey of Trust in Advertising report, referrals are the