Q1: Designers, Architects and General Contractors (in my area) seem somewhat uneducated about the nuances of concrete and how far one can push it in the fabrication process. Most think they are dingy sidewalks elevated to become countertops. Can you provide any direction on how to approach or to sell them on the idea of concrete countertops?

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Here is a good question to approach them with and to frame your presentation or discussion: Why do kitchens look so much alike today? It is because the kitchen industry has created, over time, a set of standard box sizes in terms of cabinetry (heights, widths, etc.) in order to create some-
thing easily replicable for economies of scale; boxes are the easiest way to ship and install and so countertops and other kitchen finishes have had to bend to this standard. There-
fore, standards and the similarity of kitchens have been in answer to the question of economics, which is very basic and antithetical to doing something different, something with a little more soul.

I'm about to speak at the National Kitchen / Bath Association's industry tradeshow, Kitchen/ Bath Industry Show, which attracts mainly designers, architects, and showroom dealers. My talk is based on the idea that efficiency in the marketplace creates conformity and that we need to find opportunities, however small, to "shake it up." Concrete runs counter (pun intended) to the idea of this conformity because of its mass; by nature it is a product that can be somewhat cumbersome, but that is its appeal—the ability to sculpt it and fuse the surface with design components that are both practical and aesthetic at the same time. Basically, you'll need to really pitch this idea and pitch it well; use the Concrete Countertops book as a good guideline to point out benefits and appeal, but you'll need to also address concrete's limitations to set your client's expectations, in this case the architect and general contractor (GC), but it is also applicable to the homeowner.

People are always looking for something different, so if you clearly communicate the benefits of concrete and discuss in detail the advantages of the material with regard to design and function, you will be providing your audience with a good foundation on concrete countertops and how and why to use them in their projects. Concrete's origin as a natural material, its earthiness, and its mass gives it a quality that is tactile, has immediate appeal at an emotional level, and is hard to resist as a creative medium for design.

Here are some other helpful hints to highlight your expertise and sell your work as a high-end product that is separate from the "sidewalk" countertops that others may be peddling:

1. Let the designer, architect, or GC know that with you there is an opportunity to use your technical capabilities with concrete to provide creative latitude in the kitchen and/or home. The designer or architect, especially, is able to truly design and not just specify and "rearrange" components for the kitchen or home. Put the emphasis on customization and personalization and present it as a high-end product.



2. If you are really interested in growing your business with architects, designers and GCs, bring more to the table than just countertop expertise. The more you know about kitchen design and the advantages and limitations of working with concrete as a material, the more value you add to your role in the collaboration process alongside a designer, architect, GC or homeowner. This is how you differentiate yourself as an artisan/craftsman rather than simply as a "fabricator."


However, it's important for you to remain flexible and respond to the needs of the client with whom you are working. If your capabilities cover the full spectrum from basic countertop fabrication to designing an entire kitchen around a concrete countertop, you can assume whichever role is more suitable for your client, depending on whether he or she is looking more for a craftsman or a consultant.


3. Get them to see the product, touch it and feel it—the best way to "sell" them on the product is by showing concrete's potential in actual environments. Perhaps you have installation in a showroom (or have one of your own, even better!) or maybe you are able to take potential clients on a tour of one of your best jobs. This will stimulate your clients—trust me, there is no substitute for a designer seeing the live product. Be sure to show them your best work—hopefully, your best work is the quality of work that you are able to provide consistently.



4. Lighting is very important in capturing the concrete countertop as the focus of a kitchen or bathroom space. Try to present your work in an environment that is well lit. Dramatize it with spot lights; feature your concrete countertop work as you would in a way that highlights it as the star attraction. If you can, show a concrete countertop in its entirety as well as a few dramatic, smaller examples. Showing at least one full-scale countertop really gives the client perspective on size and mass and, hopefully, how impressive your work is in person!



5. Never reveal the step-by-step process and get too wrapped in the technical parts of creating the concrete countertops, since doing so may subjectively decrease the value of you final crafted piece. Definitely do impart that concrete countertops are products of the time and focus of good craftsmanship.



6. When comparing across surface finishes, reinforce the unique qualities of concrete
   and how well it works with other materials. Granite—which is a typical client choice—can complement concrete countertops, as do wood and stainless steel. Concrete countertops can be the focus of an environment—where the drama can be created, while other materials are still needed as solid "supporting players."

Q2: What issues are possible "deal-breakers" for a Designer when considering concrete countertops?

1. How do you prevent concrete from staining? I advise that you show pieces that have withstood time. Manage your client's expectations and educate on both the advantages and limitations of concrete that way they are not surprised by some of the vulnerabilities, but are also aware of all the benefits of such a versatile material. Provide them with creative solutions for otherwise "vulnerable" issues of functionality. For example, you can place an inlay of granite or stainless steel in a bar countertop or area that might be used for a lot of acidic items like juices and wines. Or, provide a marble slab inlay for a homeowner who does a lot of baking and needs a place to roll out dough and other pastries. Designing an inlay of a different material will provide added interest and solve many functional limitations.



2. Who handles and installs the concrete countertop? It is best that if you, as the local craftsman who created the concrete countertop, see the project all the way through to completion. In other words, if you build it, then you should be responsible for the delivery, handling and eventual installation of the concrete countertop to ensure a smooth turnover to the client and your product is treated well. This might mean working as a subcontractor under the GC. Plus, you get to see the final installation and enjoy the satisfaction!



3. Who will provide product maintenance? Offer a maintenance program; communicate with your client based on their needs and the use of the countertop. For example, a kitchen would require more maintenance than a showroom despite the fact that a showroom gets more traffic. A kitchen countertop gets more day to day use and abuse and you should, therefore, have a good plan for educating your clients on product maintenance or creating a maintenance plan that you could offer to help manage. This will add value to your business and provide confidence in your clients in working with you and purchasing your product.



4. What type of price structure do you have set up for industry buyers? Retail pricing to the final end-user, the homeowner, should remain consistent whether you are directly selling to the homeowner or selling to the designer, who will then resell the countertop to the homeowner at the retail price. In other words, an industry discount to a designer or architect makes the most sense and letting them know what final suggested retail pricing is so that pricing structure is consistent to the homeowner and does not discredit the value of your product. This also helps the designer or architect to choose your product as they are able to work a procurement fee into the final price to their client. Basically, remain collaborative within the design process when a designer or architect is present on the project and be consistent with market pricing by providing margins that enable the collaborative process to work.

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