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10 | September 2024 Slippery Rock Gazette
Training & EducaTion
Eight Mistakes Keeping Your Shop From Growing
DOyou wonder how other stone shops and countertop companies grow easily while you’re stuck? This arti- cle is for you. We’ve worked with shops nationwide, from sub-$1MM to above $25MM, and learned what sets successful companies apart. Here, we’ll outline the eight common mistakes that successful companies avoid to grow more effectively.
Mistake 1: Lacking a Clear Vision
A common mistake is lacking a clear vision for your stone shop or countertop company. Ask yourself, “What does my ideal business look like in three years?” Consider financials, company culture, team dynamics, and your lifestyle. Your busi- ness should fit your life, not the other way around. A clear vision ensures you’re on the right path and helps your team under- stand their roles and goals.
Mistake 2: Not Prioritizing Sales
How much time did your company spend on prospecting, nurturing deals, and follow- ing up with customers this week? Often, businesses prioritize service over sales. While quality work is vital, neglecting sales can cause stagnation. To grow your stone shop or countertop business, actively generate new business by reaching out to past clients, seeking new opportunities, and maintaining a steady sales pipeline.
Mistake 3: Hiring for Capacity Instead of Growth
Many businesses hire to meet current demand instead of strategic growth. While having enough staff is important, invest- ing in roles that drive growth is crucial. For example, hiring for administrative tasks frees up time for sales and marketing. Dan Martell’s book, Buyback Your Time, emphasizes delegating lower-value tasks to focus on impactful activities.
Mistake 4: Not Controlling Your Time or Focus
Time management is a significant con- straint for many business owners. Without proper time management systems, you can easily find yourself reacting to daily fires rather than proactively working on growth
Justin Shaw
Stone Fabricator Elite
Aim to build a business that
supports the life- style you want...Your
business should be a means to an end, not the end in itself.
strategies. Implement a structured sched- ule that prioritizes high-impact activities like sales and business development. My former colleague Craig Ballentine wrote a book on the concept of the “Perfect Week.” It can be a useful tool for helping you allo- cate time effectively and focus on achiev- ing specific outcomes.
Mistake 5: Neglecting Marketing
Relying solely on referrals and word of mouth can limit your growth potential. While these methods are valuable, they are often unpredictable and insufficient for scaling your business. To achieve consis- tent growth, you need a robust marketing strategy. This includes digital market- ing, social media campaigns, and business development initiatives. Understanding your target market and consistently reach- ing out to them will help you maintain a steady flow of new clients.
Mistake 6: Lacking a Competitive Advantage
Many stone shops and countertop com- panies fall into the trap of being indistin- guishable from their competitors. To stand out, you need a unique selling proposition (USP) that sets you apart. Identify the spe- cific problems your market faces and posi- tion your company as the best solution. This clear differentiation will make your marketing efforts more effective and help you avoid competing solely on price.
Mistake 7: Not Acquiring the Skills to Advance
To lead your company to the next level, you need to continuously acquire new skills and expertise. Whether it’s learning about the latest industry trends, improving your sales techniques, or understanding new marketing strategies, investing in your personal and professional development is crucial. This also extends to your team; ensuring they have the skills and training they need will make your business more resilient and adaptable.
Mistake 8: Building Your Life Around the Business
Many business owners make the mis- take of letting their business consume their lives. Instead, aim to build a business that supports the lifestyle you want. Consider what quality of life you desire, how many hours you want to work, and what you need to earn to support your family. Your busi- ness should be a means to an end, not an end in itself. By focusing on creating a balanced lifestyle, you’ll be more satis- fied and motivated to grow your business sustainably.
To Wrap it Up
By avoiding these eight common mis- takes, you can set your stone shop or coun- tertop company on a path to sustainable growth. Having a clear vision, prioritizing
sales, hiring strategically, managing your time effectively, investing in market- ing, establishing a competitive advan- tage, acquiring new skills, and building a business that supports your desired life- style are all critical components of success. Implementing these strategies will help you build a business by design rather than by default, allowing you to achieve consistent revenue growth and enjoy the work you do.
If you find yourself struggling with any of these areas, take a step back and evaluate where you can make changes. Small adjust- ments can lead to significant improve- ments, helping you to build the successful business you envision.
If you enjoyed this article you can watch the full YouTube video Justin published on this topic! Point your browser to https://www.youtube.com/ watch?v=630S0plmzoE .
Justin Shaw has been helping stone fab- ricators and countertop companies since 2017 to implement the systems, strate- gies, and playbooks to grow their busi- nesses more easily. He is the Founder of the 90-Day Growth Engine Program and CEO of Stone Fabricator Elite. Email Justin at justin@stonefabricator- elite.com or to learn more visit: justinx shaw.com and stonefabricatorelite.com .
“In a very general way, our society has fallen out of love with the skilled trades. Part of the problem is a myriad of myths and misperceptions that surround the jobs themselves, but the biggest cause is our stubborn belief that a four-year degree is the best path for the most people.”
–Mike Rowe