Winning Over Customers to Concrete

Question:
People in my area have been slow to accept concrete countertops. What can I do to convince them that concrete countertops are cool?

Answer:Acceptance of concrete countertops varies widely across the country (and across the world). In Northern California, where concrete countertop pioneers Buddy Rhodes and Fu-Tung Cheng started out decades ago, acceptance is high. In more conservative areas of the country, people may not have heard of concrete countertops yet or are skeptical about the attributes. Here are some strategies you can use to pique their interest and generate more business:

• -Show people in your local market that concrete countertops don’t have to look “weird”, “rustic” or “industrial” (see photos). Samples and a portfolio of project photos are essential marketing tools for your business. Beyond that, you need to dispel the notion that concrete countertops either look like a sidewalk or are not suitable for those who favor traditional design. On the Concrete Connections website is an article showing several beautiful and enticing examples of concrete countertops that complement high-end traditional décor (see Using Concrete Countertops in Traditional Design).
  
  
  
  
  


• -Sell to the right people. Stress that concrete countertops are a high-end option—on par with granite rather than basic laminate. The people who choose concrete over granite are those who value uniqueness and custom, handcrafted products that not everyone else has.
  So where do you find these people? The best way is to let design professionals find them for you. Sell your local high-end custom kitchen designers on the concept of using concrete in the kitchen and bath, and they will sell it to their customers. For more information about how to sell to kitchen designers, see the article Relationship Marketing is the Most Effective and Cheapest Marketing on the Concrete Connections website.
  


• -Improve the practical performance and ease of maintenance of your concrete countertops. These factors are highly dependent on the sealer used. Selling concrete countertops that are vulnerable to staining is much harder than selling concrete countertops that resist stains. Most homeowners don’t want to have to worry about getting lemon juice and red wine on their countertops. They also don’t want to have to do a lot of upkeep. If you can provide them with an extremely attractive countertop surface that is stain-resistant, scratch-resistant, heat-resistant and low maintenance, you will be ahead of the game.
  There are many sealer options that provide excellent stain resistance without forming a thick film, but no one sealer is perfect for all concrete countertops. Whatever sealer you choose, you MUST test it and completely understand how it behaves in terms of performance, appearance and any required maintenance. Educate your customers about this, and they will be much happier with the results. Extensive information about concrete countertop sealers is available on the Concrete Connections website in the articles section, under "Sealers."