Backsplash? Did Someone Say Backsplash?
Sharon Koehler
Stone Industry Consultant
So you have a customer committed to a kitchen remodel with the granite of their dreams and the question of “What kind of backsplash?” comes up.
Right then, in that second, the whole process could come to a screeching halt. Backsplash? Your customer’s brain immediately pulls up an image of their mom’s white-with-gold-fleck laminate countertop, with the brass metal strip in the seam, and the 4-inch piece running up the wall.
And they think, “That can’t be it. That can’t be all. There must be choices.” It’s your job to reassure them that yes, there are choices– now, more than ever. And all you have to do to start is ask one simple question, “Do you want a backsplash that matches your countertop?”
If they say yes, then you know exactly what to do. Start with the standard 4-inch backsplash. I’m sure you have it on display in your showroom. It does the job a backsplash is supposed to do as far as preventing spills and stains on the customer’s wall, or preventing spills running behind the cabinets and doing damage over time.
It will only cost a little more square footage. They can still paint, wallpaper or tile above it. And, it can be installed at the same time as the countertop. But, if that is all you are pushing, you are leaving opportunity on the table.
If they want something a little more eye-catching, you can offer a non-standard splash. It can be taller than 4 inches and even have a shape to it – the possibilities include a rolling hill shape, a gently curved high spot behind the faucet, or it can have a non-standard top edge on it.
You probably can’t tile behind a shaped backsplash but you can still paint and wallpaper behind it. Hopefully, you will be charging more for this. Even though you can install it at the same time as the countertop, it does require more fabrication time and some special skills.
If that option isn’t for them, then another attractive option is the full height backsplash. Actually, this is a great choice, and you should explain the benefits to your customers: It’s easier to keep clean than paint or wallpaper and it won’t peel or chip or fade.
The upside for you? There is more money to be made here. Definitely more square footage and a return trip charge because you can’t measure for it until after the countertop goes in, so it has to be installed on a separate trip.
Now, if you are a “go the extra mile” shop, you can offer split natural stone (SNS) backsplash to your customer. It can be cut from their material and even though it is not a typical backsplash it can still be used in so many ways.
SNS is versatile, easy to install and beautiful. And, because it starts out as individual pieces it can be mixed and matched into an infinite number of patterns. It can be mixed with other mediums and products as well. It’s a great DIY project but I suggest you offer installation with it. You would be surprised at how many people are not DIY savvy, but think they are. And a botched DIY = A Very Unhappy Customer.
You can also try selling a custom layered backsplash to your customer. It only has one component: granite, but granite as you normally do not see it. On the bottom there is a standard 4-inch matching backsplash. Then on top of that there are several rows of matching SNS.
Placed on top of the SNS there is a matching granite accent bar and then several more rows of SNS, stacked up to the bottom of the cabinets. This is a custom specialty backsplash that is relatively inexpensive to make and install but worth money in your pocket because it is, after all, a custom specialty splash that no one else on the block has (unless of course you have already been on the block). The best part is that each one is unique.
Now, if you ask your customer if they want a matching backsplash and they say no, they want a tile backsplash, I hope you can say you’ve got this option covered. You do offer a turnkey service that includes tile backsplashes, right?
If you have, then the sky is the limit. You can install porcelain, ceramic, subway tile, glass or anything else an imaginative tile shop can come up with. You can mix and match colors and accents or create patterns on the diagonal. Or, you can entice these high-end, style-focused customers with yet more mixing and matching of products and mediums.
But everything you sell or install should come with a price. You don’t give away granite, so why would you give away tile? They want accents? Sure, but there are extra cutting charges to work around them and extra time as well, plus accent pieces are generally more expensive.
The customer wants tile on the diagonal? Sure, but a diagonal pattern takes longer to install, entails more cuts and more time as well. If they want a herringbone pattern, it’s the same thing. I am by no means suggesting that you gouge your customers but your time and your installer’s time has a cost.
While some may view tile as a minor add-on, done correctly it is still money in the bank, and done properly gives the job a wow-factor that will also boost your company’s reputation.
How do you think your customer would feel about a custom insert in their backsplash? Cut a full height granite backsplash. Then cut out the center, line the edges of the hole with SNS and then fill in the rest of the hole with tile and tile accents. This option takes a bit more effort but commands a higher price tag, and can also be offered with tile instead of granite. All you need to do is occasionally think outside the box.
How you want to handle the installation of these custom projects is up to you. If you are a trusting soul and you have a good tile sub, GREAT! Let the customer go pick out the tile and accessories and your sub can handle it. If you want a little more control, then hire someone that knows how to do tile and keep them on staff.
Now, you won’t be able to reel in every customer. Someone is going to say, “I saw online how to make a backsplash out of old family photos” (True story). There is a long, tedious process involved in producing a photo backsplash.
At this point, I suggest you ask them if they really want to splatter spaghetti sauce on old Aunt Sue or little baby Marcus. Or tin, chances are someone has seen this reality show interior designer choice online and will want tin. Plastic reproduction “tin” tiles are cheap, but the real stuff is expensive. Try your best to guide the customer back to more reasonable options, but just because you lead doesn’t mean they will follow.
The ultimate point here is that if all you are doing is pushing the standard 4-inch backsplash then you are leaving money on the table. Take your customer’s uncertainty away and replace it with your knowledge and visions. They will thank you – and better yet they will pay you handsomely for it.
Sharon Koehler is a 10-year veteran of the stone industry. Currently she is the head of marketing for Artistic Stone Design in Richmond, Virginia and has been a regular contributor to various trade magazines for several years. Any thoughts or comments may be sent to sharon@artisticstonerichmond.com.