What's A Picture's Worth to You and Your Customers?

Often, one of the challenges decorative concrete contractors face is selling a job that can cost in the neighborhood of $5,000 with only a brochure and some small pictures or samples to help show the end result. That's precisely why Depiction Software's Deco-Con software was invented.

Originally Deco-Con was only sold to manufacturers such as Sundek, Increte, and Stardek. It was created and customized for those manufacturers by incorporating each one's specific looks into the software, which they could then sell or give to their dealers.

However, not all manufacturers were using it, so Depiction Software created a more generic version that could be used by contractors themselves. Though there are minimal PC requirements (the software will work on any computer purchased in the last three years) it does require a DVD drive, and for optimal use, it requires a digital camera and laptop computer (for use in the field).

The idea is simple—go out on a job and take a digital picture of the area in question (a driveway, for example). Then upload the digital photo to Deco-Con, and define the area that's going to be changed using the software's drawing tools (simply click around the area to define it, and zoom in and out to be more precise).

Next, select patterns and colors by looking through a visual library of patterns/colors. You can also adjust the perspective so a pattern lines up correctly, as well as adjust the scale so the pattern is scaled to size in the photo.

Then browse through the color and pattern libraries and change a color/pattern in seconds. Simply select the area and bring up a pattern in the library, click on it and drag it to the photo. You can also add patterns (like circles) with the optic library, then size them down and lay them with warp tools. And colors can be changed by choosing a new color and dragging and dropping it onto the pattern.

Lastly, you can add a before shot and text to the screen, such as your company name and web address or phone number, print it and leave it behind with your future client. In short, it's easy to change looks right there on the spot.

There's also a help icon available whenever you need it, accessed by clicking on whatever tool you have questions about. It will then play a specific training video on your computer screen.

There are over 7,000 images available, with 29 patterns and 50 colors (every color even has five different grout colors per pattern). Depiction Software can also create a custom pattern and color library in Deco-Con.

"Our imaging allows for visualization for the customer, and helps sell the job and close sales faster," explains Sandy Adler, Depiction Software Director of Sales and Marketing.

For example, decorative concrete contractor Paul Levine, owner of Decorative Concrete Specialties located in Ft. Lauderdale, Florida, bought Deco-Con in March 2005.

Levine, whose company focuses on interior and exterior for both residential and commercial, says, "It's user-friendly. I picked up on it right away, and it even offered more than what I needed. I use it on three out of every four calls." Levine says he's even merged Deco-Con images into Power Point presentations for board meetings.

Deco-Con can also help with cold calls, such as in residential neighborhoods. Simply take photos of people's driveways, create several new looks with the software, and knock on the homeowner's door and show them how great their driveway could look.

Adler points out that the software also decreases the extra sales calls that are sometimes necessary to sell a job—the back and forth between the shop and client, plus the drafting or mocking up of sample looks.

Deco-Con lets potential customers see the finished product in place, making the sale that much easier. It also provides a great way to up-sell, since you can show clients how additional features would enhance the overall look of their property.

Because the images are amazingly realistic, it gives a customer confidence in choosing the options they know they'll like. "We're always looking for ways to enhance the images," Adler adds. "We've spent years perfecting the digital imagery to make it realistic looking."

Deco-Con by Depiction Software proves the old adage—a picture is worth a thousand words.