Competing with Mass-Market Products

Question:
I’m worried about the solid-surface countertop people getting into the mass production of concrete countertops and ruining my market. How can I deal with this competition?

Answer:
It’s understandable to be wary of new competition, especially when that competition deals in mass-market products. And it’s easy to assume these new competitors will undercut prices and ultimately reduce the demand for concrete countertops. If you do nothing to change or adapt to the situation, then your worries will probably come true. But sometimes change is good, and you can use this to strengthen your market position by offering things the new competition can’t.

Concrete countertops are appealing to many people because they are custom, because of the artistry and creativity that goes into them, and because concrete itself has a different look and feel from other materials. You can better focus on these unique characteristics more than a mass-production shop can because you have the skills, time, creativity and business identity that caters to that level of customization. A mass-production shop will tend to be limited to a few standard colors, shapes and simple textures. Also, many solid-surface companies focus on commercial work. You could then focus on residential work, which often has more high-end clients wanting custom countertops.

If you’ve been in business for a while, you have built up a reputation with the builders and designers in your area. They trust you to continue to do good work, and this won’t change just because someone new comes along. Continue to strengthen these relationships and emphasize your experience and ability to meet the sophisticated tastes of their clients.

Having an experienced solid-surface company start making concrete countertops can actually be a good thing. In fact, it can help increase the demand for concrete countertops and allow you to keep your prices high. Most experienced solid-surface shops are profitable businesses that know what quality is and how to deliver on time. They understand the countertop process, the importance of scheduling and the need for production efficiencies. Their experience helps prevent trouble with their products and improves the quality of their installations. All of this increases the public’s confidence in concrete because they’ll be providing good examples of what concrete can be like, rather than delivering a poorly made sidewalk-grade countertop that degrades concrete’s image. This competition can also improve your business acumen because you must become more efficient and timely.

The more concrete is used in new applications, the greater the exposure and the more people’s comfort level will increase. And the more good examples of concrete countertops that are seen, the more people’s perception will improve. All this, in turn, will improve demand.