20 Marketing Strategies for Your Cabinet Shop

First thing, listen to the several people who told you to figure out what you do well and what you want to do. Then plan to do that, and only that. I checked out your website. Not bad, exactly, but it doesn’t sell either. It seems like you might have built it, or at least written parts of it, and if so I’d like to suggest that you don’t sell well either. No blame here, you build nice cabinets and that’s great. Let someone else sell them or at least help you present them better.

Try hooking up with cabinet SCORE. They are a national free help/volunteer group, and in my experience are good at cabinet marketing and sales issues. There are probably other groups and quite possibly they are also free, maybe through your county, your local cabinet Chamber of Commerce, or a college near you. Interview them, tell them what you need and see what they can do for you.

1-Provide exceptional service to your customers.

One of the simplest ways to attract new customers is to provide excellent customer service (particularly referrals). You want to be known as someone who provides a high-quality product at a reasonable price. It will be difficult to generate positive word-of-mouth around town if you only do the bare minimum.

2-Look for your niche.

Creating a niche for your business can be extremely beneficial to your cabinetry. Doing one thing exceptionally well can be a huge asset to your business. Do you have any experience with commercial cabinetry? Do you only hire contractors? Is your cabinet shop capable of handling everything from design to installation?

3-Create a user-friendly website.

You must be online if you want to expand your business and sell more cabinets. Don’t be concerned about hiring a web designer. You can do it yourself by using a ready-made template or a simple website builder. Many of these platforms have monthly fees of only a few dollars.

4-Inquire how people learned about your company.

Were you recommended by the customer’s home builder? Did they find you on the internet? Did they come across your ad in the Yellow Pages? It is critical to keep track of this information. You want to know which marketing strategies are working for your cabinet company.

5-Compensation for cabinet leads

Lead generation services sell leads for the following services:
1) cabinet fabrication,
2) kitchen cabinet installation,
3) bathroom cabinet installation,
4) kitchen remodeling,
5) cabinet refacing,
6) cabinet refinishing, or
7) kitchen design.

So whether you build cabinets or simply hang them, there is a solution for you. When you purchase a lead, you will receive an email or text message with the customer’s contact information and a brief description of the project. While one person may want custom cabinets installed throughout their kitchen, another may want a quote for refacing their cabinets with maple, shaker-style doors.

6-Establish contact with contractors.

Custom cabinet makers must work well with general contractors, home builders, bathroom remodelers, and kitchen designers. These contractors will be among your most important customers. They can hire you to build and install cabinets for their own projects and refer you to their clients. Take a new contact out to lunch or invite them to your workshop when you make a new contact. Demonstrate that you do excellent work so that they will feel comfortable referring you.

7-Improve the quality of your showroom experience

You want to make an impression on everyone who walks into your showroom or storefront location. You should display a variety of cabinet materials and configurations. The area should be well-lit, and everything should be spotless (including the public restrooms). Your employees should be pleasant, helpful, and knowledgeable about your products.

8-Register in online business directories.

Joining online directories is a good way to increase your cabinet company’s visibility. It can also assist in increasing traffic to your website. There are numerous free directories available (including ProMatcher). Take advantage of our free listing in our Cabinet Contractors Directory today.

9-Make use of pay-per-call services.

Do you want to bid on more jobs? For cabinet makers and installers, consider using a pay-per-call marketing service. The service will advertise on your behalf, and interested customers will be able to contact you directly for more information. It is your responsibility to have a trained salesperson or customer service representative answer the phone and close the sale.

10-Create new business cards

This is an oldie, but it’s an important one. Don’t leave the house without a few business cards. You never know when you’ll run into your next customer.

11-Provide additional services to your existing customers.

What else can you offer your current customers? Extending your service offering is an excellent way to attract new customers. Some cabinet makers, for example, provide 1) kitchen design services, 2) cabinet refinishing and refacing, or 3) countertop and backsplash installation.

12-Expand your service area to include more cities.

How far are you willing to go for work? You might find more work in towns outside of your usual service area.

13-Consider PPC advertising.

Create a pay-per-click campaign to increase traffic to your website. Make sure to select keywords that are relevant to your business. Try bidding on “local cabinet making companies,” “top custom cabinet companies,” or “custom cabinet contractors” if you’re a custom cabinet maker. You can get even more specific by including the cabinet’s material type. Some people may be looking for “maple cabinet builders” or “oak cabinet installation”.

14-Provide referral bonuses

Increase referral business by providing a prize or incentive to your current customers. You could, for example, give a $25 gift card to anyone who refers a friend or neighbor to your kitchen cabinet company.

15-Use customer reviews to improve your online reputation.

Positive customer feedback is extremely valuable! You’ll need references from previous clients. Make it simple for every satisfied customer to locate your review profiles and leave feedback. The most attention will be drawn to highly rated cabinet shops on these websites.

16-Engage the services of a professional photographer.

Many people will conduct the majority of their research at home on a computer. They’d rather look at pictures than enter your showroom. As a result, you must have high-quality images of your work on your website. Stock images will not impress high-end clients.

17-Keep an eye on your competitors.

Do you continue to lose jobs to the same cabinet builder? Attempt to figure out why! Investigate the marketing strategies employed by other cabinet makers. Isn’t imitation the highest form of flattery?

18-Maintain contact with former clients

Don’t let a customer go just because you finished the job. Contact these people a few times a year via email or direct mail. This will serve as a reminder to them to contact you for their next cabinet project.

19-Display your cabinetry at a home and garden show.

A booth at a home and garden show can be an excellent way to generate new leads. As an exhibitor or a sponsor of the event, you can gain valuable local exposure.

20-Join a cabinetmaker’s professional trade association.

These trade associations frequently hold national conferences where you can network, learn new skills, and receive helpful business advice (specific to the cabinet industry). Before you join, check to see if your area has a local chapter of the organization. These meetings can be a great place to meet and exchange ideas with other local cabinetmakers.