Front End Work

The Road To A Happy Ending

by Doug Bannister, The Stamp Store

Commercial Projects usually have specifications that define the projects appearance and the installers responsibilities. Since residential work does not often have specs, the responsibility falls on the installer to establish the guidelines. This can be called the front end work. These processes help the owner and installer arrive at a mutually satisfying ending, ensuring the customer get the look he or she wanted and the installer gets paid. These tips may also produce favorable outcomes with commercial work.

Two things have to happen for a satisfactory conclusion in decorative work. First, the customer must agree to certain design decisions like texture and color choices; second, the customer must have an understanding of your capabilities to produce the work. We call this reasonable expectations.

Establish a clear understanding of what is to be done and how it is to look BEFORE the project starts. Nothing helps the customer more in this process than being able to see the finished work. This can be a previous project, work at your shop or specially created samples. Of course, showing previous work requires that you keep good records of the project details in order to duplicate the work, including mix design and colors.

The importance of samples cant be overstated. Creating samples may be an inconvenience, buy they provide a clear map of the work to be done. They help the customer make decisions and can save you lots of time and money in trying to hit an elusive target. Samples help put you and the customer on the same page. They also prepare the customer to have reasonable expectations.

Dont create a miniature masterpiece that couldnt possibly be duplicated on a larger scale. Let the samples be representative of your work. Remember, the customer needs to have reasonable expectations. Some variances in color and texture are acceptable. Let the customer know that it is okay for variations in rock, stone and brick. If we build an image of perfection in the way we describe our product and in the presentations of our samples, we are setting the stage for customer disappointment. The installer disappointment that follows almost certainly affects the wallet.

  • Spend whatever time you feel is necessary on the front end to ensure the customer understands what they are getting and for what price.
  • If you use unit pricing as a part of your estimating process, be sure to consider accessibility, volume and design factors like multiply color treatments, ribbons and borders. Dont assume that the customer understands that these processes take more time and cost more. Explain how things are done so they can appreciate the value.
  • Explain what you do to minimize cracking, shrinkage and settlement. Do you compact the sub-base or do you compact in lifts? Do you use reinforcement? Is the reinforcement chaired up? Where do you use expansion joints? Do you use lower slump concrete and higher psi mix designs? Explain the training and certification you have.
  • Discuss crack control with the owner. Linear patterns tend to hide control joints better than a fan and random stone, for instance. If hairline cracking resulting from normal shrinkage is a concern for the customer, discuss how ribbons may be an answer. What happens if a crack does occur? What will you do? What wont you do?
  • The ding-a-ling factor. There are customers that will require more of your time during the installation process. Learn to identify these folks as soon as possible, so that you can add this extra cost into your estimate. This allows you to be extra kind and considerate, knowing you are well compensated. Ding-a-lings have trouble making decisions; pay yourself to help them. Make sure you both have a clear understanding of the project and that changes once the project has started may cost them money.

Doing the front end work will go a long way towards getting a satisfactory conclusion for both parties by helping the customer make choices and adjusting their expectations. As painful as it might be, think for a moment about the projects that were the most trouble for you. Could front end work have a difference?

To read all of Doug Bannister's published instructional articles, visit The Stamp Store web site at www.thestampstore.com. Click on the "Newsletter" link, and download past issues of the Imprint . Articles cover countertops, color staining, hot weather concreting, stenciling and more. The web page also offers a way to subscribe to the Imprint for anyone interested in decorative concrete.

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