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Working On Your Business (Not Just In It) with Kevin and Beth Toczek of Big Red Decorative Concrete
- 00:40 – Taking Care of the Customer
“Sometimes the customer isn’t always right, but you try to take care of their concerns and explain things. I think a lot of it is just being honest and making sure that when we leave, they’re happy.” - 04:28 – Lessons from Early On
“When you start in this business, it’s not only about learning product but learning bidding. Bidding is probably one of the hardest things to do, and we learned the hard way. We kept our prices low at first, then in turn you work, work, work and never get ahead.” - 10:00 – Classic Texture
“It changed the trajectory of our business.” - 14:01 – Starting Small
“Don’t go try to do a 5,000 square foot job of a metallic floor if you’ve never done metallic. Start out with baby steps. Try out other products as borders with your Classic Texture. Then gradually work into those bigger jobs.” - 16:40 – Setting Clear Expectations with Customers
“A lot of it is explaining to a customer what an application is from start to finish so their expectations are very clear. Our Sales Reps were installers so they are very good at explaining the process to clients. It’s very rare that we get clients who are unsatisfied.” - 19:23 – Walking Away from Jobs
We have walked away before. I just say, ‘I’m sorry, we simply do not have an application we can install to your standards, but we appreciate the opportunity.’” - 22:01 – Relationships Within SUNDEK
“It’s not only on a company level, but it’s the SUNDEK Nation/SUNDEK Family and the networking. We have relationships that have grown through the years through the conventions or helping out someone in our area.” - 23:35 – Training With SUNDEK
“I try to be a teacher, but I also try to learn something. That’s what it’s all about—helping each other and learning from each other.” - 28:52 – Getting Reviews
“We’ve changed our processes, so our Sales Reps are the last ones to visit the jobsite. They take pictures and ask for a review. They also hand the customer a business card that goes straight to a link for a review.” - 32:30 – Resources: New SUNDEK Portal
“The SUNDEK portal—that’s huge! Not only for the people who have been with SUNDEK forever, but the new businesses that are coming into SUNDEK.” - 34:06 – Helpful Books
“Profit First by Mike Michaelowicz led us to change our billing structure for our customers: If you’re going to get on our books, you’re going to give us 25% deposit. That has changed our overall financial structure.” - 36:25 – Explaining the Deposit to Customers
“When we’re going to start a project in two weeks, I tell them we need the deposit to buy the product. When we’re backed up and won’t be starting for 12 weeks, I tell them we need the deposit to hold their spot. We give leeway depending on the time of year.” - 39:36 – Balancing Commercial & Residential Projects
“We have some GCs and some smaller remodelers and builders who do commercial work, and I would say that’s our niche. We chase some of the big commercial jobs, but it’s not our bread and butter.” - 42:03 – Working In Your Business vs. Working On Your Business
“New companies that really grow fast, the owner isn’t putting product down. Not to say that doesn’t work because we did that for a long time. But our company really didn’t take off until I got out of the field. You need to think, ‘Who can I hire or who can I train to be out in the field so I can work on my business?’”
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By Sundek- 00:40 – Taking Care of the Customer
“Sometimes the customer isn’t always right, but you try to take care of their concerns and explain things. I think a lot of it is just being honest and making sure that when we leave, they’re happy.” - 04:28 – Lessons from Early On
“When you start in this business, it’s not only about learning product but learning bidding. Bidding is probably one of the hardest things to do, and we learned the hard way. We kept our prices low at first, then in turn you work, work, work and never get ahead.” - 10:00 – Classic Texture
“It changed the trajectory of our business.” - 14:01 – Starting Small
“Don’t go try to do a 5,000 square foot job of a metallic floor if you’ve never done metallic. Start out with baby steps. Try out other products as borders with your Classic Texture. Then gradually work into those bigger jobs.” - 16:40 – Setting Clear Expectations with Customers
“A lot of it is explaining to a customer what an application is from start to finish so their expectations are very clear. Our Sales Reps were installers so they are very good at explaining the process to clients. It’s very rare that we get clients who are unsatisfied.” - 19:23 – Walking Away from Jobs
We have walked away before. I just say, ‘I’m sorry, we simply do not have an application we can install to your standards, but we appreciate the opportunity.’” - 22:01 – Relationships Within SUNDEK
“It’s not only on a company level, but it’s the SUNDEK Nation/SUNDEK Family and the networking. We have relationships that have grown through the years through the conventions or helping out someone in our area.” - 23:35 – Training With SUNDEK
“I try to be a teacher, but I also try to learn something. That’s what it’s all about—helping each other and learning from each other.” - 28:52 – Getting Reviews
“We’ve changed our processes, so our Sales Reps are the last ones to visit the jobsite. They take pictures and ask for a review. They also hand the customer a business card that goes straight to a link for a review.” - 32:30 – Resources: New SUNDEK Portal
“The SUNDEK portal—that’s huge! Not only for the people who have been with SUNDEK forever, but the new businesses that are coming into SUNDEK.” - 34:06 – Helpful Books
“Profit First by Mike Michaelowicz led us to change our billing structure for our customers: If you’re going to get on our books, you’re going to give us 25% deposit. That has changed our overall financial structure.” - 36:25 – Explaining the Deposit to Customers
“When we’re going to start a project in two weeks, I tell them we need the deposit to buy the product. When we’re backed up and won’t be starting for 12 weeks, I tell them we need the deposit to hold their spot. We give leeway depending on the time of year.” - 39:36 – Balancing Commercial & Residential Projects
“We have some GCs and some smaller remodelers and builders who do commercial work, and I would say that’s our niche. We chase some of the big commercial jobs, but it’s not our bread and butter.” - 42:03 – Working In Your Business vs. Working On Your Business
“New companies that really grow fast, the owner isn’t putting product down. Not to say that doesn’t work because we did that for a long time. But our company really didn’t take off until I got out of the field. You need to think, ‘Who can I hire or who can I train to be out in the field so I can work on my business?’”