ISFA's Countertops & Architectural Surfaces Vol. 17, Issue 4 by The International Surface Fabricators Association (ISFA)

VOLUME 17 / ISSUE 4 • QUARTER 4, 2024 • SINGLE ISSUE $14.95

Leveraging Remarketing and Retargeting: Strategies to Reengage Potential Customers

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CREDITS

Editor: Andrea Németh Contributors: Marissa Bankert Sandy Hamby Michael Hinkle Otavio Marques Anthony Milia Tim Saddoris Ted Sherritt Ed Young Proofreader: Marsha Jo Scott

Opinions expressed by contributors in this magazine are not necessarily the opinions of Countertops & Architectural Surfaces magazine or the International Surface Fabricators Association, but rather those of the individual writers.

PHOTOGRAPHY

Photos in this publication may not depict proper safety procedures for creative purposes. ISFA and Countertops & Architectural Surfaces magazine support the use of proper safety procedures in all cases and urge readers to take steps to institute such procedures. Photography/graphics provided by:

Design: V2 Marketing & Management

Anthony Milia

Printing and Distribution: LSC Communications

Ed Young

ABOUT THIS MAGAZINE

Casey’s Creative Kitchens FreePower HanStone Michael Hinkle

Countertops & Architectural Surfaces (ISSN 2372-983X) is published quarterly by the International Surface Fabricators Association (ISFA), with a fifth edition, a Buyers Guide, publishing in October.

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Individual copies of Countertops & Architectural Surfaces magazine are available at the nonmember newsstand price of $14.95. Countertops & Architectural Surfaces magazine is also available by annual subscription (five issues) for $30.00. ISFA members receive a complimentary annual subscription with every membership renewal. Special rates and charges apply for orders outside of the United States. To subscribe, call (888) 599-ISFA.

Tim Saddoris

For change of address, please include old label with new information, including both old and new ZIP codes. Allow 3-6 weeks for address change to take effect. Countertops & Architectural Surfaces magazine is proudly printed in the United States of America. Copyright © International Surface Fabricators Association 2024. All rights reserved. No part of this publication may be reprinted or otherwise reproduced without the publisher’s written consent. Countertops & Architectural Surfaces magazine and the International Surface Fabricators Association assume no responsibility for unsolicited manuscripts or photographs. Materials will be returned only if accompanied by a stamped, self-addressed envelope.

4 • Vol. 17 / Issue 4 • International Surface Fabricators Association

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International Surface Fabricators Association • Vol. 17 / Issue 4 • 5

CONTENTS

FEATURES 14

Is Your Business Winning? Track the Right Metrics to Stay Ahead

Tracking progress helps your team make informed decisions and adapt to changing business conditions.

16 Leveraging Remarketing and Retargeting: Strategies to Reengage Potential Customers When hundreds of companies are targeting one consumer for different products, how do you stand out?

22 De-risking the Labor Shortage — It’s All About Flow Installing the right skills in the right place at the right time, safely and efficiently: Here’s how!

Quartzite — Looking Colors: A Deep Dive into the Opimo Collection by HanStone

Quartzite colors in engineered surfaces capture the trend of grounding and tactile experiences in our homes and workplaces.

The Future of Fireplace Design: How Porcelain is Redefining Modern Aesthetics

Laminam porcelain is capturing attention as an innovative material to create a striking visual impact.

Turning Chaos into Harmony: The Rolling Stones’ Lessons for Stone Fabricators

Mick, Keith and your business’s road to sales success.

Artificial Intelligence Is an Important Part of Your Sales Toolbox – So Learn How to Use It Now’s the time to put AI to use in helping your teams to work more efficiently.

DEPARTMENTS 08 President’s Message

10 Calendar of Events 12 Industry News 39 Perspectives: Marissa Bankert 40 ISFA News 42 ISFA Associate Member Directory 46 Product News

Cover Photo HanStone NGQ: Redefining Quartz with Sustainability and Innovation. HanStone’s Next Generation Quartz (NGQ) technology represents a significant step in sustainable quartz surface production. Focused on three key areas — using clean energy, reducing crystalline silica and creating quartzite-inspired designs — NGQ redefines the standards of quartz manufacturing. The beauty of NGQ lies in its quartzite-inspired designs, which showcase deep, translucent surfaces that capture quartzite’s natural elegance. Combining aesthetic appeal, durability and eco-conscious production, HanStone’s NGQ delivers the best of both worlds: stunning quartz surfaces and a commitment to responsible manufacturing.

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@ISFAnow

@ISFA

International Surface Fabricators Association • Vol. 17 / Issue 4 • 7

PRESIDENT’S MESSAGE

Workforce, Sustainability, Safety, Renewal By Ted Sherritt, ISFA President

In this fourth quarter issue of Countertops & Architectural

Silicosis, caused by inhalation of RCS, presents serious

Surfaces, we look at the industry’s workforce and consider

health risks to fabrication employees. The adoption of

ways to develop it to develop your business. From measuring

low or no RCS products not only minimizes this risk but

what matters to reengaging potential customers, from

also demonstrates our commitment to the well-being of

handling the issues that result from labor shortages to

our workforce. Unlike engineered materials, natural stone

managing the next generation of workers in the ways that

inherently contains silica and its formulation cannot be

set them and your business, up for success, you’ll find the

altered, underscoring the importance of employing effective

guidance you need in the pages that follow.

fabrication processes that mitigate RCS exposure. We

Sustainability Sustainability remains a focus that shapes our industry landscape, representing a fundamental shift in the materials we choose and the methods we employ in our processes. As fabricators, we play a critical role in advancing the adoption of sustainable building products that align with both environmental goals and consumer expectations.

must implement stringent air quality measures within our fabrication shops. Regular air quality assessments and medical monitoring programs are essential to safeguard our workers from dust-related hazards. Eliminating dust is vital for a safe working environment. Renewal and Leadership As you read this issue of the magazine, we are excited

Historically, sustainable products came with a significant price

to announce the completion of our annual meeting, which

premium, posing a barrier for many project owners. However,

marks the onboarding of six new members to our board of

the cost differential between sustainable and conventional

directors (BOD). ISFA’s board now has a full complement

materials is shrinking, allowing consumers to choose from

of 15 members, representing a significant renewal within

a range of options that not only meet their sustainability

our leadership structure, with over one-third of our

goals but are also financially accessible. This evolution is not

BOD members being new to their roles, bringing diverse

only advantageous for the environment but also positions sustainable products as a competitive option in the market, allowing us to promote them with confidence. Safety Considerations Along with our sustainability efforts, it is crucial to prioritize safety in our practices and in our products. The

perspectives and ideas to the table. Our BOD continues to effectively represent the surfacing industry and the new board members have stepped forward with a commitment to shaping the future of our sector. Their involvement reflects a broader dedication to serving all fabrication companies, whether they are ISFA members or not. I extend my gratitude to each new board member. I look

ongoing discourse surrounding silicosis and the risks

forward to working with you, to learning from your unique

associated with respirable crystalline silica (RCS) has

skills and experiences and to collaborating to ensure that

prompted many quartz manufacturers to reformulate their

ISFA remains a strong advocate for the industry. There is

products, resulting in options with reduced, low, or even zero

considerable work ahead, but with a united effort and a shared

RCS. As fabricators, understanding and addressing the health

vision, we can drive positive change and innovation in

implications of the materials we work with is paramount.

our field.

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CALENDAR OF EVENTS

2024

Submit your event for consideration in Calendar of Events by emailing CEO Marissa Bankert, marissa@isfanow.org.

C.Next: Fabricators & Installers January 19-22 Riviera Maya, Mexico www.cosentinonext.com

ISFA Solid Surface Fabrication Training March 2025 Texas www.ISFAnow.org

The International Surface Event (TISE) January 28-30 Las Vegas www.intlsurfaceevent.com

Xiamen Stone Fair March 16-19 Xiamen, China www.stonefair.org.cn

Marmomac Brazil February 18-20 San Paulo, Brazil www.marmomacbrazil.com.br/en

ISFA Fabricator Forum April 17-18 Montreal, Canada www.isfanow.org

Kitchen & Bath Industry Show (KBIS) February 25-27 Las Vegas www.kbis.com

Coverings 2025 April 29-May 1 Orlando www.coverings.com

International Builders Show (IBS) February 25-27 Las Vegas www.buildersshow.com

HD Expo+Conference May 6-8 Las Vegas www.hdexpo.hospitalitydesign.com

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IN THE INDUSTRY Wilsonart Unveils 2023 Sustainability Report

greenhouse gas (GHG) emissions by 4% from 2021 to 2023 through

Wilsonart, a world-leading engineered surfaces company recently released its 2023 Sustainability Report. Available on the company’s website (www.wilsonartengineeredsurfaces.com), the report showcases Wilsonart’s continued commitment to sustainability and transparency across its global operations. “Wilsonart’s 2023 Sustainability Report reflects our commitment to making a tangible difference, both within and beyond the surface of our products,” said Andrew Korzen, chief executive officer of Wilsonart. “From achieving unprecedented sustainability milestones and improving our environmental footprint to fostering a supportive and inclusive workplace, this report highlights our dedication to creating lasting positive impacts across all areas of our business.” Environmental highlights from the Wilsonart Sustainability Report include incorporating 23% post-consumer recycled content (PCRC) on average into Wilsonart HPL products, an amount that is twice that of other leading brands, with a goal of achieving 40% PCRC by 2027. Additionally, Wilsonart reduced Scope 1 and Scope 2

In terms of social sustainability, Wilsonart employees donated

more efficient use of electricity and natural gas. over 38,000 volunteer hours across 19 countries, supporting over 100 community events. Wilsonart raised $159,400 to support United Way chapters across the U.S. and won awards such as the United Way Premier Cornerstone Award for employee contributions. The company enhanced sustainability governance with a Sustainability Committee that provides oversight and guidance on social and environmental initiatives. The committee presents regular updates to the leadership team and board of directors. The 2023 report also outlines new operational, product and supply chain goals for the coming years, reinforcing Wilsonart’s commitment to responsible manufacturing and sustainability practices. “We are building a future where our products, processes and people make a positive impact on the world,” added Korzen. “Through innovation and collaboration, we will continue to lead the way toward a more sustainable industry.”

BACA Systems Joins in Strategic Partnership with D2 Technology and Horus Software BACA Systems recently entered into a strategic partnership

partnership aligns perfectly with our mission to deliver best-in-class

with D2 Technology and Horus Software, a pioneering Portuguese

solutions that enhance efficiency, productivity and precision in stone

company with operations in New Jersey that meets the U.S. market

fabrication. The Iris Scanner’s advanced resolution and technology

needs, specializing in high-technology solutions for the stone sector. Under this partnership, BACA Systems will serve as a sales agent for D2 Technology’s cutting-edge Iris Scanner, along with Horus Software. D2 Technology and Horus Software are renowned for developing the most advanced vertical and horizontal stone slab scanner in the market, the Iris Scanner, which boasts an impressive 12K high resolution specifically designed to meet the exacting standards of the stone industry. Horus Software is an all-in-one software for manufacturers with the best 3D and AR technical capabilities.

will be a game-changer for fabricators, offering them the ability to achieve exceptional quality and detail in their work.” With this new partnership, BACA Systems is excited to introduce the Iris Scanner and its Horus Software to customers, providing them with the tools needed to stay ahead in a competitive industry. BACA Systems will not only promote the D2 Scanner and the Horus Software but will also work closely with D2 Technology and Horus Software to ensure seamless integration. The collaboration between BACA Systems and D2 Technology

“We are thrilled to join forces with D2 Technology & Horus

marks a significant step forward in the evolution of stone fabrication

Software and bring the unparalleled capabilities of the Iris Scanner

technology and both companies are committed to continuing their

to our customers,” said Chuck Russo, CEO of BACA Systems. “This

shared vision of driving innovation in the industry.

ZOLLER Announces Winners of 2024 Toolroom of the Year ZOLLER Inc. proudly announced the winners of its inaugural Toolroom of the Year competition during the 2024 International Manufacturing Technology Show held in September in Chicago. 12 • Vol. 17 / Issue 4 • International Surface Fabricators Association

Atlas Fibre, a premier manufacturer of thermoset composite materials, won first place at the ceremony held September 12 at the ZOLLER booth. Based in Northbrook, Illinois, Atlas Fibre

IN THE INDUSTRY specializes in high-mix, high-volume machining for the aerospace, semiconductor, electrification and defense industries. MetalQuest Unlimited, a precision machining company based in Hebron, Nebraska, earned second place, while Primetals Technologies, a global manufacturer of steel mills with offices and a facility in Sutton, Massachusetts, took third place. ProCam Services LLC, a full-service CNC machine shop in Zeeland, Michigan, received an honorable mention. “At ZOLLER, we are committed to advancing precision, innovation and excellence. The Toolroom of the Year competition offers an opportunity to celebrate companies that share our vision for more efficient and connected manufacturing,” said ZOLLER Inc. president Alexander Zoller. “Congratulations to all the winners for epitomizing what it means to be a toolroom of the future.” Launched in summer 2023, the Toolroom of the Year competition highlights companies that leverage ZOLLER technology to optimize and manage processes around cutting tools. A seven-judge panel of ZOLLER experts and industry leaders evaluated entries based on criteria such as organization and setup, interfaces to CAD, CAM or ERP systems, storage system interfaces, data exchange and overall integration in the manufacturing process. Judges also considered tool availability, stock transparency and the scope of the tooling database. The panel included Jeremy St. Pierre, chief operating officer at Deco Manufacturing; Joseph Forsyth, director of advanced manufacturing at Intech; Rick Melvin, president and co-owner at Powell Tool Supply; Cedric Hasenfratz, North America tool

management solutions sales and partnership manager at ZOLLER Inc.; Felix Kanbach, national service manager at ZOLLER Inc.; Dietmar Moll, director of sales at ZOLLER Inc.; and Rita ConroyMartin, director of marketing and customer experience at ZOLLER Inc. The panel praised Atlas Fibre for its exemplary use of ZOLLER technology to make data-driven decisions on toolroom management, resulting in shorter setup times, greater process reliability, reduced machine tool downtime and higher profits. ZOLLER systems for presetting, tool management, data transfer, tool balancing, heatshrinking and tooling are implemented throughout the company’s 120,000-square-foot facility. “We are incredibly honored to be named the inaugural winner of the ZOLLER Toolroom of the Year Award,” said Atlas Fibre CEO Max Egan. “This recognition is a testament to our team’s commitment to excellence and our dedication to optimizing every aspect of our toolroom operations. ZOLLER’s cutting-edge solutions have played an instrumental role in enhancing our capabilities and we are excited to continue pushing the boundaries of innovation and precision with their technology.” As part of its first-place win, Atlas Fibre will receive a paid trip for two to the ZOLLER global headquarters and Smart Factory in Pleidelsheim, Germany. MetalQuest Unlimited will be awarded a ZOLLER “keeper” tool cabinet and Primetals Technologies will receive a ZOLLER tool cart. All of the finalists will also be featured in videos highlighting their operations.

FreePower Named 2024 Kitchen Product of the Year by KBB KBB, one of the kitchen and bath industry’s leading publications, has

Smart Innovation category.

named FreePower as its 2024 Kitchen Product of the Year and the winner

These prestigious accolades

in its Smart Innovation category. This development marks yet another

follow a series of major wins

addition to the growing collection of accolades for FreePower, including Best in Show at KBIS, three CES Innovation Awards, an IIDA Product Design Award and a category win at The Architect’s Newspaper Product Design Awards. FreePower’s dream is to bring power to every surface and this award marks yet another step closer to making that a reality. Having launched earlier this year, FreePower’s flagship three-device wireless charger is now rolling out across the U.S. in partnership with hundreds of countertop fabricators, kitchen and bath showrooms and prominent homebuilders. KBB, one of the kitchen and bath industry’s leading publications,

for FreePower throughout 2024, including the coveted Best in Show award at KBIS, 3 CES Innovation Awards, an IIDA Product Design Award and category wins in The Architect’s Newspaper Product Design Awards. For the first time in home building history, FreePower is bringing embedded free-position wireless charging to countertop surfaces. At the heart of its success is its Charging Halo™, a futuristic innovation that

named FreePower as its 2024 Kitchen Product of the Year and its

combines edge-to-edge power with interactive lighting to transform

embedded wireless charging technology also claimed the top spot in the

countertops into functional, future-ready surfaces. International Surface Fabricators Association • Vol. 17 / Issue 4 • 13

Is Your Business Winning? Track the Right Metrics to Stay Ahead By Ed Young, Fabricator’s Business Coach

It’s football season and as you watch your favorite teams battle it out on the gridiron, ask yourself, “Would the game be as exciting if we didn’t keep score? Would it matter as much if there were no winner?” Chances are, without a clear goal and metrics to measure progress, you wouldn’t even bother watching. In sports, the objective is to score more points than the opposing team. While the final score is what matters most, teams also track various interim metrics to gauge their performance during the game. In football, for example, teams pay attention to: • The current down. • Yards needed for a first down. • Time left on the play clock. • The quarter and remaining time in the game. These stats don’t just make the game interesting for spectators — they provide the team with crucial information to manage their performance and strategize to win. Without knowing how far they are from a first down or how much time is left on the clock, how could a team adjust its game plan effectively? And if they didn’t know the score or how much time remained, would there be any sense of urgency when it mattered most? Tracking progress helps teams make informed decisions and adapt to changing conditions. The same is true for your business. Applying Game-Day Strategy to Your Business The ultimate measure of success in business is profit. Hopefully, you’ve already set a profit goal for the year. But how well are you communicating your progress toward that goal with your team? 14 • Vol. 17 / Issue 4 • International Surface Fabricators Association

Breaking your annual profit target down into monthly, weekly, or even daily objectives is a great start. However, to truly drive performance, you need to go deeper. Just like a football team tracks its downs, play clock and field position, your business should track metrics beyond the final profit score. These intermediate goals help you understand how well you’re playing the game and provide insights into your overall strategy. Here are some key factors that can impact your progress toward profit: • Is showroom traffic increasing or decreasing? • Are website and social media metrics improving? • Are you hitting your outside sales call targets? • How is quote volume trending? • Are you on track to achieve your monthly Throughput Dollar goal? • How many days of capacity are already booked? • Are remakes and callbacks getting better or worse? As a business owner, you might already track these stats in your head, on a spreadsheet, or through company software. But none of those methods is as impactful as displaying this data for the entire team to see. The Power of Real-Time Feedback Displaying your company’s performance metrics in realtime for everyone to see creates accountability and motivation. When your team can see how they’re performing relative to key targets, it spurs action. Strong metrics can be celebrated, while weak metrics can be identified early, allowing teams to coursecorrect immediately. Additionally, seeing performance data for various teams can foster healthy competition, further driving improvement.

To successfully implement this in your business, follow these guidelines: Be Transparent with Metrics While some owners may hesitate to share profitability data with employees, there’s a workaround: set a Throughput Dollar goal and track performance against it. This figure should cover operating expenses, your profit target and any additional funds you plan to reinvest in

low, but after implementing a new marketing strategy, it’s beginning to climb. Tracking trends, both against historical performance and future targets, helps you distinguish between positive changes and causes for concern. Ask for Employee Input Your team is directly affected by the performance data you’re tracking, so their feedback is essential. Are you displaying

the business.

the right metrics? Do they understand

Provide Real-Time Feedback

underperformance? Would changing how

Just as a football team gets real-time feedback after each play, your team needs live updates to improve performance. Monthly or weekly reviews aren’t enough; the data needs to be refreshed daily. Better yet, aim for live data if possible. Tailor Displays for Each Team Different parts of your business require different performance metrics. A sales display, for example, might depict showroom traffic, web traffic, quotes and sales calls, while a production team’s display might show template-toinstall lead time, remakes, callbacks and successful installs. While all displays should track progress against the overarching profit or Throughput Dollar goal, keep the data relevant and concise for each area. Too much information can overwhelm your team and dilute focus. Track Trends

how to respond if the data shows information is presented improve clarity? Involving employees in the decisionmaking process can significantly enhance the effectiveness of your displays. Post the Score — For Everyone to See

Imagine if the score of a football game were available only to the coaches and kept on a hidden sheet of paper. The team wouldn’t know whether they were winning or losing and fans wouldn’t feel the excitement of the game. The same concept applies to your business. If only owners or key managers can see critical performance data, the rest of your team won’t feel empowered to make a difference. To engage your team and improve overall performance, post the score. Display metrics that help them understand the company’s current status and, more importantly, their role in improving it. With the right data

Metrics are more meaningful when

available in real time, your team can make

viewed in context. Let’s say your goal for

adjustments and ensure you’re collectively

showroom traffic is 20 visitors per day,

working toward your ultimate business

but you had only 12 yesterday. Is this

goals.

part of an upward or downward trend? Maybe your traffic had been consistently

Ed Young is a seasoned manufacturing manager and business coach, helping hundreds of companies improve their performance. For a free assessment of how well you’re using metrics to achieve your goals, contact Ed at ed@fabricatorscoach.com.

Remember: Your business is running exactly the way you designed it to!C

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Leveraging Remarketing and Retargeting: Strategies to Reengage Potential Customers By Anthony Milia

Are you capturing the full value from your website traffic? How much revenue are you wasting by not using retargeting

to follow users across the web, displaying relevant ads based on the products or pages they viewed.

and remarketing? Did you know that 26% of users who visit

Think of retargeting as those online ads that follow you

your site without purchasing anything will return and likely

around after you’ve looked at something on a website. If you

buy from you through retargeting?

peek at a pair of shoes but don’t buy them, retargeting makes

According to a study by Ruler Analytics on 14 industries,

sure you keep seeing ads for those shoes on different websites

the average conversion rate is 3.3%. If you do retargeting and

you visit. It’s all about nudging you to go back and buy them.

remarketing well, you can bring back the remaining 96.7%.2 At this stage in online marketing, where prospective customers are overwhelmed with options, retargeting and remarketing strategies are a must for every stone, kitchen and bath business. This article will show you some strategies that have worked and how to implement them to bring back leads and convert. What are Retargeting and Remarketing?

Remarketing Remarketing is more broadly used to mean reengaging customers through direct email. It involves sending emails to customers who have left items in their shopping cart or previously purchased, encouraging them to revisit the website, complete a purchase, or check out new products. For example, if you add those shoes to your cart but leave the site without buying, you might get an email later saying, “Forgot something? It’s still waiting for you!” It’s like getting a little reminder in your inbox to finish what you started. Understanding the concept is one thing, but mastering the art of using it effectively, especially for your countertop fabrication business, is another. How can you make this

Retargeting and remarketing are age-old marketing strategies that have been used for generations and will remain relevant for generations to come for their effectiveness in closing deals. Retargeting Retargeting is associated with online ad placements. It is

marketing strategy work for you? What are the Benefits of Retargeting and

Remarketing for Your Countertop Business? • Retargeting and remarketing offer a range of benefits for your countertop business, making them crucial strategies for enhancing your digital marketing efforts. Here’s how

focused on serving targeted ads to potential customers based

these techniques can help boost your business:

on their previous online activities. This method uses cookies

• Increasing Conversion Rates: Targeting previous visitors

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enhances the likelihood of converting interest into sales. • Improving Brand Recall: Keeps your brand top of mind with customers who have shown interest, enhancing familiarity and trust. • Maximizing ROI: This strategy focuses your advertising spend on prospects already familiar with your brand, leading to a higher return on investment. • Cost-Effective Marketing Technique: Retargeting and remarketing yield higher conversion rates at a lower cost compared to broader advertising campaigns. • Enhancing Personalization: It allows you to tailor marketing messages based on your customers’ specific behaviors and interests. • Building Customer Loyalty: Engages past customers with targeted communications, fostering repeat business and loyalty. • Segmentation and Targeting Precision: This method uses detailed customer data to create segments based on behavior, greatly increasing the relevance and effectiveness of your campaigns. These strategies ensure more efficient use of marketing resources and help cultivate deeper customer relationships. Retargeting vs. Remarketing: When to Use Each Table 1 provides details to help differentiate between retargeting and remarketing, illustrating when to use each strategy effectively: Criteria

Retargeting

Remarketing

Definition

Targets visitors with ads after they leave your site.

Engages past customers through emails based on their actions.

Tool Used

Primarily uses cookies and pixels for tracking.

Primarily uses email lists.

Focus

On converting previous site visitors who didn’t purchase.

On building loyalty and repeat business.

Content Type

Visual ads displayed across websites and social media.

Personalized emails with offers and news.

Ideal Use

Soon after a visitor leaves your site without buying.

Long after a purchase to encourage repeat business.

Outcome

Increases immediate conversions.

Enhances customer loyalty and lifetime value.

Target Audience

Non-customers who have shown interest.

Existing customers. Table 1

Strategies for a Successful Retargeting and Remarketing Campaign We live in a marketing age where hundreds of companies target one consumer for different products. How do you stand out with this strategy? Below is a list of tested and proven techniques for leveraging retargeting and remarketing to bring back prospects who may have forgotten about your business or moved on. 1. Segment Your Audience Audience segmentation in marketing means dividing a broad consumer or business market into subgroups of consumers based on shared characteristics. These characteristics could include demographic details (like age or income), geographic location, purchasing behaviors, or other psychographic or behavioral criteria. You can differentiate among those who: • Visited specific product pages (e.g., granite, marble, quartz). International Surface Fabricators Association • Vol. 17 / Issue 4 • 17

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• Visited your online gallery page. • Used the quote tool but didn’t submit it. • Are from a specific region of the country. • Added items to a wishlist or cart but didn’t complete the purchase. Imagine a customer named Sarah who is looking to renovate her kitchen. Sarah is in her mid-40s, a homeowner and lives in a suburban area known for its modern home designs. She visits your countertop business’s website, spending significant time browsing high-end quartz and granite options. Given Sarah’s interest in premium materials, you can send her targeted emails offering special deals on quartz and granite, invite her to an exclusive showroom tour, or provide content about the long-term benefits of investing in highquality materials. 2. Create Dynamic Retargeting and Remarketing Ads Dynamic retargeting and remarketing involve showing personalized ads to people who have previously visited your website based on the specific products they viewed or interacted with. If a customer visits your website and looks at granite countertops but doesn’t make a purchase, you can later show them ads featuring the exact granite styles they viewed, potentially with a special offer to entice them to return and buy. Below are the steps to implement dynamic retargeting and remarketing: • Integrate retargeting software with your website. • Segment your audience based on their site interactions. • Create personalized ads for each segment. • Use dynamic content that updates based on user interest. • Set up automated email campaigns. • Regularly review and optimize the performance of your ads. • Optimize campaigns for cross-device targeting. 3. Email Remarketing Email remarketing involves sending targeted emails to people who have previously interacted with your website

or provided their email addresses but haven’t completed a purchase. You could send a follow-up email to customers who received a quote for marble countertops but didn’t respond. The email could include images of completed projects using that material and a limited-time discount to encourage a purchase. Steps to Implement Email Remarketing: • Collect email addresses legally through your website. • Segment your email list based on user behavior or interest. • Craft personalized email content for each segment. • Include clear calls to action in the emails. • Monitor email performance and adjust strategies as needed. • Automate email campaigns for efficiency. • Regularly update email content to maintain engagement. 4. Retargeting Across Multiple Platforms Your customers spend hours on several platforms, so it’s essential for you to engage them where they are most active. By retargeting across multiple platforms like Facebook, Instagram, Google, YouTube and LinkedIn, you can ensure your countertop business stays top of mind. Here’s how you can effectively implement this strategy: • Integrate tracking tools like Google Analytics and Facebook Pixel on your website. • Identify the key platforms where your target audience is most active. • Create platform-specific ad content tailored to the habits and preferences of users on each platform. • Launch retargeting campaigns simultaneously across these platforms. • Monitor and analyze the performance of your ads on each platform. • Adjust and optimize ads based on performance data and user feedback. • Ensure consistent messaging across all platforms to reinforce brand recognition. For a countertop business, this could involve displaying an ad for quartz countertops on Facebook to someone who viewed those products on your website, followed by a similar International Surface Fabricators Association • Vol. 17 / Issue 4 • 19

ad on Instagram and a more professional pitch on LinkedIn targeting business owners for office renovations. 5. Upsell and Cross-Sell Opportunities For a kitchen and bath business, upselling and cross-selling opportunities can significantly enhance your sales by offering customers additional products. Upselling means offering customers higher-end products or upgrades, while crossselling involves suggesting complementary items like fixtures or backsplashes to enhance their primary purchase. 6. Conduct Comprehensive A/B Testing Conducting comprehensive A/B testing in retargeting and remarketing allows you to refine your strategies by testing different elements of your campaigns to see which ones most effectively reengage previous visitors. A/B testing helps you know what works and what doesn’t in your remarketing campaigns and here’s how to do it: • Choose specific elements of your retargeting ads or emails to test. This could be different headlines, images, call-to-action button or promotional offers. • Develop two versions (A and B) of the ad or email, with only one element changed between them, to isolate the effect of that element on customer behavior. • Use your retargeting tools to divide your audience into two groups randomly. • Launch both versions simultaneously to your retargeted audience segments to control external factors affecting engagement or conversion rates. • Track key performance indicators like click-through rates, conversion rates and overall engagement. • Determine which version of your ad or email performs better and use these insights to optimize your retargeting efforts. Regularly testing different aspects of your campaigns can help you better understand your audience’s preferences and improve the ROI of your retargeting efforts. 7. Use Customer Feedback A significant 91% of consumers think companies should drive innovation by actively listening to their buyers and customers. Incorporating this feedback into your retargeting campaigns can help you tailor your messages more effectively 20 • Vol. 17 / Issue 4 • International Surface Fabricators Association

to meet your audience’s specific needs and preferences. • Collect Feedback: Use various channels to gather customer feedback, such as post-purchase surveys, online reviews, social media interactions and direct customer inquiries. • Analyze Feedback: Look for patterns related to material preferences, installation experiences, customer service interactions and overall satisfaction. • Implement Changes: Based on this analysis, make informed changes to your product lines, customer service approaches or marketing tactics. • Inform Customers About Changes: Communicate with your customers about the changes made based on their feedback. Retargeting and remarketing are not trends. They are strategies that have been used for decades and remain relevant. There’s a reason successful businesses haven’t let go of this practice. You, too, can use the techniques mentioned above to experience improvement in conversion and overall marketing. Conclusion Retargeting and remarketing are essential strategies countertop businesses can use to reengage potential customers and enhance conversion rates effectively. Segmenting audiences; creating dynamic, personalized ads; and engaging them through strategic content marketing can foster lasting relationships and drive sales. C A B

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Anthony Milia owns Milia Marketing, an award-winning digital marketing agency specializing in solutions for kitchen and bath dealers and fabrication companies. They help clients build brand awareness, improve lead generation, boost sales, increase audience engagement and enhance customer retention. Anthony’s approach has consistently raised the digital marketing standard, helping companies distinguish themselves in this competitive market. He is also the acclaimed bestselling author of Marketing Magnifier, an actionable guide to effective marketing strategies. Schedule a consultation by visiting www.miliamarketing.com/discovery.

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References 1. www.invespcro.com/blog/ad-retargeting-2/ 2. www.ruleranalytics.com/blog/insight/conversion-rate-by-industry

International Surface Fabricators Association • Vol. 17 / Issue 4 • 21

De-risking the Labor Shortage — It’s All About Flow

By Sandy Hamby, AIA, CCM, FCMAA, NAC, CEO, President at MOCA Systems, Inc.

Persistent labor shortages combined with ongoing supply

This happens when supply chain data is out of sync with labor

chain uncertainty can greatly increase the risks of construction

availability data and when master schedulers and production

project delays, accidents and litigation. In years past, materials

planners lack a shared, timely, collaborative view of all project

and equipment were more readily available, as were the

data.

sufficient trade skills needed for their installation. Now, those

Rework — Data in the contract schedule about the

supply chain inputs have long lead times and volatile delivery

work to be done on the project can be quite general and is

schedules and it has never been harder to flow the right skills

often ambiguous and production planners must frequently

to the right place at the right time to install them efficiently

implement their best guess regarding labor scheduling and

and safely.

assignment. As a result, it is not uncommon for certain work

The labor flow problem is a data problem. When the

to be done out of sequence with other integral tasks. That work

information in the contract schedule and production plan

must then be redone, resulting in needlessly increased project

are out of sync, the quality and timeliness of critical decisions

costs and delays.

suffer, both in the office and in the field. And this is inevitable

Productivity Loss Litigation — With costly trade skills

with the manual, ad hoc production planning methods

in such short supply, specialty contractors must use their

traditionally used in the field. Superintendents and trade

available workforce more carefully than ever. But when a

foremen often struggle with the efficient task assignment,

general contractor uses manual production planning, errors in

sequencing and execution needed to match the unpredictable

trade crew scheduling can easily occur. Sometimes this results

arrival of materials and equipment and master planners

in a large trade crew idle on the jobsite for hours or hastily

and schedulers lack the timely, accurate visibility of labor

relocated to other, often faraway projects. This can bring

availability and utilization needed to maintain the contract

significant additional costs to the specialty contractor that they

schedule.

must try to claw back through litigation against the general

Across the industry, the consequences of this data problem are many, including: Trade Stacking — Worker productivity declines and safety

contractor. The solution to these and many other problems is what we call Digital Labor Flow Optimization. DLFO replaces

risks increase when multiple trade crews must be assigned to

ad hoc, manual production planning with easy-to-use

work in the same area at the same time to stay on schedule.

software that can be shared by owners, master schedulers

22 • Vol. 17 / Issue 4 • International Surface Fabricators Association

like Primavera P6 and others, are based

superintendents, foremen and workers.

on the venerable Critical Path Method

And digital production plan data can be

(CPM), while the emerging Lean

continuously synchronized with contract

construction software products are based

schedule data. These are the three key

on the Last Planner System. CPM is

strategies for enabling DLFO:

top-down, command-and-control, long-

Digital Lean — The “Lean”

IT’S ALL ABOUT FLOW

and planners, project executives,

term planning, while LPS is bottom-

construction principles embodied in the

up, collaborative, iterative, short-term

Last Planner System® (LPS) — a popular

planning. They both have their place but

procedural approach to production

provide very different representations

planning — can demonstrably

of labor planning and utilization for any

improve labor productivity. However,

given project. And, attempted automated

traditional Lean planning is a manual

integration of the two has proved

process that relies heavily on daily or

very dissatisfying to the users of both

weekly meetings of project principles.

systems due to the resulting increased

Important new information about

data complexity and frequent schedule

workforce issues and changes cannot

distortion. The key to effectively using

be shared and acted upon in real time,

the two systems together is through

leading to many delayed or erroneous

the application of essential human

decisions. Fortunately, contractors now

intelligence and expertise to review

have access to a growing variety of

and guide the data passing between the

cloud-based, mobile planning software

systems and to resolve any conflicts and

like Touchplan® and others that enable

disparities in that data.

everyone on the jobsite to see, follow and

In our work with leading owners

change the production plan in real time

and general and specialty contractors,

as needed, from anywhere, eliminating

especially those focused on large,

the data latency inherent in manual Lean

complex projects like data centers,

planning.

advanced manufacturing, health care, life

Contech Stack — Many leading

sciences and capital infrastructure, we

contractors are finding great

have observed dramatic improvements

improvements in labor utilization and

in schedule, spend, scope and safety

productivity through the centralized

through their use of Digital Labor

integration of construction technologies

Flow Optimization. Even in the face

for supply chain, scheduling, planning

of persistent supply chain and labor

and workforce management and

challenges, they have been able to get

standardizing on common digital

more work done with fewer workers and

information access tools for all workers

with greater safety through the improved

across all their projects. This reduces

workforce deployment, event response

the learning curve in the office and

and problem resolution that DLFO

in the field and enables workers to be

enables.

easily moved between task locations and projects as needed.

To firms still struggling with those challenges who are new to the Last

Humans in the Loop — Most

Planner System, we recommend they

master scheduling software systems,

begin their resolution journey in the

International Surface Fabricators Association • Vol. 17 / Issue 4 • 23

Educate — Engage an expert LPS

following way: Collaborate — Form an

facilitator, like Construction Accelerator,

interdisciplinary team comprising

to teach the team how LPS can improve

finance and risk managers, CPM

labor optimization and to show them

schedulers and production planners

how to synchronize CPM and LPS

to identify the most significant choke

planning. Many people may find DLFO new

points in on-the-ground labor flow for a critical project. Investigate — Examine the related

and unfamiliar, but as many leading owners and construction firms have

data in the master schedule and

already discovered, its adoption is not

production plan to discover planning

difficult and its undeniable benefits

misalignment and measure its impact on

can come quickly with focused

labor flow.

implementation. C

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References

Sandy Hamby is president and chief executive officer of MOCA Systems Inc. (MSI), a leading provider of software and services for the architecture, engineering and construction industries. MSI delivers innovative solutions to owners, designers and contractors for some of the largest, most complex construction projects in the world.

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1. www.kenallenlaw.com/2021/11/trade-stacking-construction-accidents-the-danger-of-overcrowded-job-sites/ 2. https://4castplus.com/labor-productivity-and-lean-construction/

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24 • Vol. 17 / Issue 4 • International Surface Fabricators Association

The Opimo Collection by HanStone Quartz — Taitian Cream

Quartzite-Looking Colors: A Deep Dive into the Opimo Collection by HanStone By Otavio Marques

Quartzite-inspired surfaces have been making waves in the world of interior design, captivating the interest of architects,

and timeless spaces. As our lives become increasingly digital and fast-

designers and homeowners alike. This trend revolves around

paced, there is a countermovement that emphasizes grounding

the timeless elegance and unique veining patterns of natural

and tactile experiences in our homes and workplaces. Natural-

quartzite, blending luxury with durability. Within this context,

looking materials, such as wood, stone and metals,

the Opimo collection by HanStone Quartz has emerged as

have surged in popularity because they embody these

a standout player, offering an impressive array of quartzite-

characteristics.

looking colors that cater to various design aesthetics while providing the performance benefits of engineered stone. The Shift Toward Natural-Looking Materials In recent years, we have seen a significant shift in the

Quartzite colors in engineered surfaces perfectly encapsulate this trend. These surfaces capture the elegant and unique veining patterns of natural quartzite, yet they offer the practicality and durability of quartz. The result is a product that is both visually stunning and

design industry toward natural-looking materials that evoke a

highly functional, meeting the needs of modern living. In

sense of authenticity, warmth and connection to nature. This

addition, sustainability has become a significant consideration

trend is driven mainly by the desire to create organic, calming

for consumers and industry professionals. Quartz surfaces, International Surface Fabricators Association • Vol. 17 / Issue 4 • 25

like those in the Opimo collection, are engineered using sustainable practices and offer an eco-friendly alternative to natural stone, further boosting their appeal. The sustainability aspect can be observed in HanStone’s NGQ (Next Generation Quartz) technology, representing a significant step in sustainable quartz surface production. Using clean energy, reducing crystalline silica and creating quartzite-inspired designs, NGQ redefines the standards of quartz manufacturing. With a $4.6 million investment in solar panels at its Sejong plant, HanStone has significantly reduced CO2 emissions by 690 tons and cut energy consumption by 15%. Additionally, through advanced technology, NGQ products contain less crystalline silica, down to as low as 50% to 60%, offering safer, premium materials without sacrificing quality. The beauty of NGQ lies in its quartzite-inspired designs, which showcase deep, translucent surfaces that capture quartzite’s natural elegance. Combining aesthetic appeal, durability and eco-conscious production, HanStone’s NGQ delivers the best

The Opimo Collection by HanStone Quartz — Matterhorn

of both worlds: stunning quartz surfaces and a commitment to responsible manufacturing. It’s important to note that not all of HanStone’s Opimo collection colors are part of NGQ, but all NGQ colors are part of the Opimo collection. The Opimo collection by HanStone is more than just a line of quartz surfaces; it is a reflection of a broader movement in design toward materials that are as beautiful as they are practical. The rise of quartzite-looking colors in engineered surfaces is driven by a desire for authenticity, versatility and sustainability. By offering a palette that captures the essence of natural quartzite while also meeting the practical needs of modern spaces, the Opimo collection stands as a testament to where the future of interior design is headed, a perfect blend of nature, technology and thoughtful design. As consumers increasingly prioritize sustainability, HanStone Quartz is committed to eco-friendly practices throughout the production process. The Opimo collection is engineered using recycled materials, helping to reduce waste and lessen the environmental footprint. Additionally, the manufacturing process employs advanced technology to minimize energy consumption and emissions. Moreover, HanStone Quartz surfaces are designed to last, reducing the need for replacements and contributing to a more 26 • Vol. 17 / Issue 4 • International Surface Fabricators Association

The Opimo Collection by HanStone Quartz — Riviere

sustainable life cycle. By choosing quartzite-looking colors from the Opimo collection, consumers can enjoy the beauty of natural stone while making a responsible choice for the planet. Opimo Responds to the Trend Toward Creating Spaces that Feel Connected to Nature. Customers have praised the Opimo collection for its stunning aesthetics and practicality. Designers frequently highlight the ease of maintenance and the wide range of applications as key benefits when recommending these surfaces to clients. Furthermore, the popularity of quartzite-looking colors aligns with the ongoing trend toward creating spaces that feel connected to nature. As interior design evolves, the desire for materials that promote wellness, comfort and sustainability will continue to drive the industry forward. The Opimo collection not only meets these needs but also sets a new standard for engineered surfaces, blending art with functionality in a way that resonates with contemporary design sensibilities. The Opimo collection by HanStone Quartz is a remarkable reflection of the current trends in interior design, emphasizing natural aesthetics, sustainability and versatility. By offering an array of quartzite-looking colors, HanStone caters to the desires of modern consumers who seek beauty, authenticity and

practicality in their materials. As the design industry continues to evolve, collections like Opimo will undoubtedly lead the way in showcasing how engineered surfaces can successfully mimic the allure of natural stone while providing the advantages of modern technology. The future of interior design is bright and HanStone Quartz is at the forefront, bringing innovative and inspiring solutions to spaces across the globe. To see the full Opimo Collection, please visit hyundailncusa. com/hanstone-featured-colors. C A B

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The Opimo Collection by HanStone Quartz — Riviere International Surface Fabricators Association • Vol. 17 / Issue 4 • 27

The Future of Fireplace Design: How Porcelain is Redefining Modern Aesthetics In the world of interior design, fireplaces are no longer mere functional elements; they have become bold statement pieces that define the aesthetic of a space. With this shift, homeowners are increasingly seeking innovative materials to create a striking visual impact. One material that’s capturing attention is porcelain, and specifically, Laminam porcelain is at the forefront of this trend. Known for its durability and design flexibility, Laminam porcelain offers fabricators the perfect blend of beauty and performance — defying the common perception that porcelain can be difficult to work with. A recent residential project by Casey’s Creative Kitchens perfectly showcases porcelain’s potential. This stunning fireplace, which spans from floor to ceiling, highlights the dramatic possibilities of large-format slabs while maintaining a clean, minimal look with almost invisible grout lines. It’s a 28 • Vol. 17 / Issue 4 • International Surface Fabricators Association

testament to the beauty of Laminam and why fabricators should

living room. Casey’s Creative Kitchens took on the challenge

seriously consider this material for fireplace installations.

and their team knew they needed a material that would provide

The Rise of Porcelain in Fireplace Design Porcelain is rapidly gaining popularity in modern design,

the dramatic effect their client was seeking while maintaining a refined, clean aesthetic. Laminam’s Talco from the Fokos Collection quickly emerged as the ideal material.

yet fabricators and designers often turn first to materials like

“For an 18-foot fireplace like this, you want material that

quartz or granite, leaving porcelain underexplored. A common

is thinner and easier to handle while also sturdy and durable;

concern has been that porcelain, especially in large-scale

Laminam made a lot of sense in that regard, with its heat

applications or intricate designs, can be challenging to fabricate.

resistance and ease of fabrication. You have to do a fireplace like

However, porcelain like Laminam defy these expectations.

this in multiple phases to get it up that high. It was a challenge

Monolithic designs are a rising trend in fireplace aesthetics,

for our guys, but they had a lot of fun doing it,” explains James

offering a sleek and seamless look that’s highly sought after in

Willemse of Casey’s Creative Kitchens. “Laminam sets itself

modern homes. The idea of a ledge stone or textured material is

apart for the ease of fabrication, that other suppliers can’t really

not as popular as it once was. Porcelain’s heat resistance makes

provide. When we talked about it afterward, the installers all

it ideal for fireplaces, while its sleek large-slab format and

talked about it as being their project of the year, specifically, the

natural stonelike appearance achieve a modern look. So long as

fireplace.”

the fabricators and installers are comfortable with the material, it is the perfect material to create visually stunning fireplaces. The Project: A Study in Design Excellence

The fireplace’s height and breadth were made possible by large-format slabs, which minimized the need for seams and maintained the design’s sleek, minimalist appeal. This project highlighted how porcelain can be used to create stunning

This particular residential project demanded an eye-

architectural elements while still adhering to the demands

catching fireplace that would serve as the focal point of the

of functionality and durability. Plus, since the material is so

International Surface Fabricators Association • Vol. 17 / Issue 4 • 29

versatile, the design team was able to carry the same surface throughout the kitchen for countertops and backsplashes for a cohesive result. Overcoming Fabrication Challenges Porcelain, especially in large sizes, is often perceived as difficult to work with, with many fabricators worried about the risks of breakage or challenges in cutting precise shapes. However, Laminam has engineered its product to overcome these concerns, offering a porcelain that is surprisingly fabricator friendly. Laminam slabs are made using the most powerful mold-free press in the world — the Lamina Press System (hence the name, Laminam!). Without pressing the material within the confines of a mold, the result is a slab that is stressfree and easy to cut, with no relief cuts required. Over and above all of these benefits, it’s 100% recyclable because there are no plastics in the stone composition — an added perk for those looking to design with sustainability in mind. The ease of working with Laminam was a gamechanger for this project. By using these large-format slabs, Casey’s Creative Kitchens achieved the scale and drama their client desired without the fabrication difficulties that often come with porcelain. Setting Trends: The Future of Fireplace Design with Laminam

As designers and fabricators discover the benefits of porcelain, its use in fireplace design is poised to grow. For fabricators looking to expand their offerings, Laminam presents a unique opportunity. Its large-format slabs allow for the creation of sleek, seamless designs that are hard to achieve with traditional materials, while its unique composition makes it easier to work with than expected. This combination of benefits sets Laminam porcelain apart as a standout material for modern fireplace fabrication. To learn more, visit laminam.com. C

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30 • Vol. 17 / Issue 4 • International Surface Fabricators Association

Turning Chaos into Harmony: The Rolling Stones’ Lessons for Stone Fabricators By Tim Saddoris, president of Grand Onyx

OK, my stone fabricator friends, let’s start with a story about the Rolling Stones. It was the summer of 1971 in the basement of Keith Richards’ villa in France. The Stones were recording their double album, “Exile on Main Street,” and Mick Jagger was managing the sessions. The studio itself — if you could call it that — was a mess. Cables everywhere, equipment that wasn’t functioning properly and general confusion among the group. Mick handled the scheduling, but it was like herding cats. In his book Exile on Main St.: A Season in Hell with the Rolling Stones, Robert Greenfield wrote that as much as Mick tried to keep things on track, the situation quickly got out of hand. Besides ongoing tech problems, the band members were wandering in and out, celebrities and others interrupted constantly and planned sessions turned into jam parties. More than a few drugs may have been involved. Mick Jagger may be one of the greatest showmen in rock ’n’ roll history, but he struggled mightily with project management. What’s this got to do with the stone fabrication business? Consider this: you’ve got a great salesperson who can drive sales. But you’ve got them doing project management, which may or may not be in their skill set. Even if it is, is it really the best use of their time to manage aspects of projects, rather than selling? In many fab shops, we find sales teams chasing customers for faucet details or when cabinets will be installed. They’re chasing cabinet install dates when they should be chasing sales! Salespeople Are Your Rock Stars Salespeople need to close the deal, get a signed contract and deposit and make sure that the project dimensions are correct. Let them do what they do best. Your business cannot afford to tie up your rock stars on the details if you want to supercharge your revenue. Like lead singers, some of your salespeople will have a bit of an ego. It’s often that ego that drives them to succeed. They typically thrive on building personal relationships and leveraging emotions. It’s these skills that guide customers and build trust, ultimately allowing them to close deals. On the flip side, some of the best sales stars are not detail oriented. They’ll often overlook the fine details in pursuit of the next sale and

International Surface Fabricators Association • Vol. 17 / Issue 4 • 31

make emotional decisions that impact your efficiency and profitability. Here’s the real problem: Sales is a special skill and not everybody can do it. That’s why your best salespeople are among your most valuable assets. True superstars are hard to find. The Chaos of Role Switching As Jim Collins said in his book “Good to Great,” the key to success in business is “getting the right people on the bus and in the right seats.” When you align employees with their skills, you get the best results. To do otherwise can not only cost you sales, but it can cost you employees. Back to the Stones: During the 1980s, Mick Jagger decided to focus more on his solo career. According to Keith Richards’ book “Life,” Mick’s managerial decisions had led to significant friction. Keith felt that Mick was neglecting the Stones and causing a rift that almost destroyed the band. People playing out of position often create chaos. Salespeople, trying to ensure happy customers, may run in and try to change up the saw schedule for one of their customers, without understanding the impact it has on other projects and creating confusion and frustration for other team members. Chaos impacts everyone downstream. It produces burnout and turnover. For a high-performing team, chaos is a surefire way to shift the focus from delivering results to updating a resume.

32 • Vol. 17 / Issue 4 • International Surface Fabricators Association

Project Managers Bring Order to the Madness Behind the scenes, project managers are the unsung heroes who keep things running smoothly and enable your sales team to do what they do best: sell. The band manager is the one to worry about scheduling, logistics, coordination, and problem-solving so the band can just show up and play. Now, I’m sure that Mick and the boys convinced their band manager to make concessions to visit a special girl or two (or plug-in-any-number-you-want) but leave that part up to the salesperson and the project manager to work out on their own. In stone fabrication, project managers standardize processes, collect the critical information you need and maintain order amid the chaos. They create the consistency you need, solve problems as they arise and focus on meeting your goals. Their decisions are not made emotionally. They operate methodically to ensure jobs go well and balance workflow to prioritize efficiency and profitability — eliminating chaos and reducing the burden on sales teams. Key Steps to Building Rock-Solid Project Management So, how do we get from where we are today to accelerate growth? Start with these three steps. 1. Assess and Acknowledge the Issue The first step in solving any problem is to recognize it. Business owners should evaluate their current processes to identify system bottlenecks that hurt efficiency. You need to

evaluate whether your salespeople are overextended and whether they are spending the right amount of time with sales activities rather than logistics. A time audit can help. Have your salespeople track their activities for a week or two. You might be shocked at how little time they’re spending actually pursuing leads or selling. If they’re spending more time on non-sales-related activities, it’s time for a change. Another telltale sign is when orders go to production without adequate information. This creates additional work for everyone and just adds to the chaos. If you see this consistently, it’s definitely time for a project manager. 2. Implement Project Management Systems If you don’t already have a system like Moraware, Stone App or ActionFlow, now is when you need it the most. These tools help you streamline estimates and operations, build quotes, create accurate estimates and track jobs. The Project Manager is the perfect person to take on this role, step up your systems and manage the process for you. They can also take the lead on any training you need to make sure everyone knows their roles and what they need to do at each step in the process. 3. Align Roles with Strengths By letting the project manager focus on the logistics, you’re letting your salespeople focus on sales. They can spend time building trust, understanding customer needs and closing deals. A focused approach can generate increased sales and happier customers. Guess what? Your salespeople will be happier, too. They’ll have less worry about the details (and they’ll be making more money on commissions). Your project manager will also handle the logistics more efficiently and ensure nothing gets overlooked. This efficient workflow keeps everything on schedule and eliminates many of the problems that impact jobs. When you do these three steps and implement them, you will see significant benefits:

Tim Saddoris is the president of Grand Onyx. a firm dedicated to helping stone fabricators increase their revenue by 30% to 300% using proven techniques and a World Class Blueprint System to help you build a more profitable, scalable business. They help companies refine their sales process, uncover insights about better ways to sell and coach sales teams for greater success. Learn how Grand Onyx can help your business grow at www.grandonyx.pro.

• Increased lead-nurturing and closed deals. • Smoother project execution, reducing delays and errors. • Enhanced customer satisfaction. • Reduced stress, burnout and turnover. A More Harmonious Business Just as the band manager keeps the band on stage and earning, project managers help sales teams shine, creating a more harmonious business. A well-run business can be like that legendary band that delivers flawless performances night after night and creates loyal fans. The Rolling Stones may not get any satisfaction, but you can. We can help. C

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34 • Vol. 17 / Issue 4 • International Surface Fabricators Association

Artificial Intelligence Is an Important Part of Your Sales Toolbox — So Learn How to Use It By Michael Hinkle

When artificial intelligence was first introduced to me, it was with an approach that promoted micromanagement. Some presented it as a way for management to monitor activity. Higher-ups insisted that we fill out information about the client so they would have a rich history on each account if we were ever let go. We all knew that it was a benefit to management, but at

AI in the sales profession: • 78% of salespeople say AI lets them focus on the most critical parts of their job. • 73% think AI gives them insights they’d miss otherwise. • 74% of reps find AI helps them enjoy their work more. • 50% of salespeople think AI tools are essential for their

the same time, it was a blatant threat to the sales force. So, I

work.

suggested management use a slightly more friendly way of

• 65% say AI will help them get their customers more

explaining the benefits to the sales force other than, “We can

easily.

get rid of you.” I was dragged into using AI kicking and screaming and I believe that somewhere, a sales manager is rolling his eyes about the fact that I have become such a proponent of this technology. Yes, my first fear was that I was making myself

With the development of AI in today’s world and its increasing impact, the time is right to learn how it can be used in your sales process. How AI Can Help Sales Teams

replaceable. But as I gained experience with AI, I started to

AI has helped me and other salespeople in many ways.

realize how much benefit I was receiving from this tool. In

From organization to tracking, it helps streamline processes

the end, I began to more accurately reflect the opinions of my

and automate so teams can work more efficiently. Stay organized. AI allows me to keep better track of what

peers in the sales industry. Here are some recent statistics reflecting the acceptance of 1

is happening with each account I’ve called on. I’ve found that International Surface Fabricators Association • Vol. 17 / Issue 4 • 35

I have a trusted place to store intel on my accounts that I’ve acquired over the years, and it provides me with simple nudges when I need to follow up with Sales Isn’t a Rat Race ... It’s a Treasure Hunt. someone because it was their birthday The question is … how do you get to the treasure? or perhaps because I had not talked to With over 30 years of sales experience — from them in the last couple of weeks. owning his own business to commission-only roles — Michael Hinkle shares the mindsets and practices In our hectic workdays, we do not he’s used to cultivate a multimillion-dollar sales always have extra time to spend on career. With a refreshingly straightforward and simple accounts when all is going well. That perspective on how to build a thriving sales career, is the problem with the 80/20 rule. he lays out the commonsense strategies for how nurturing relationships and building wealth go handUnfortunately, 80% of our opportunities in-hand. come from about 20% of our clients. In “Treasure Hunt: A Common-Sense Approach to Building a Successful The same math holds true for problems Sales Career,” you’ll learn: and in the same way, it takes your focus • The best practices for establishing a long-term sales career. from the entire account list. • How to become a motivated Sales Hunter. Gain market knowledge. I • How to handle your first impression with a prospect. understand some organizations are • How to bypass the “sales wall” put up by prospects. exploring ways for salespeople to use AI to gain market knowledge about a • How to build rapport with both gatekeepers and decision-makers. prospect before even setting the first • How to develop the kind of trust that translates to deals. appointment. How beneficial would it • How to navigate setbacks, mistakes and disappointments. be for a great salesperson to understand • How to build your personal brand and reputation as a problem-solver. some of the historical difficulties a With engaging insights and real-life examples, Treasure Hunt guides company has been experiencing in you on a journey to make the simple mental and tactical shifts to advance? Perhaps that might present cultivate sales success. Inside these pages are the commonsense tools to transform the average “salesperson” into a trusted expert an opportunity for you to resolve that who solves problems for prospects. issue tailor-made for the client by your organization. Get the book at www.michaelhinkle.com/book/. Track all business production. Another area where AI has provided me with a technical advantage over my marketplace competition is using AI to track all business production. This instantly provides me with a snapshot of how much business is going on in my market and how much of that business I am bringing in. In addition to market share, I can determine which clients are doing the most significant volume of business and if I am spending enough time with them to bring in that business.

FOR YOUR BOOKSHELF

How AI Assists with Closing Predictions Another way AI could benefit both management and the sales force comes down to production projections. In all my years as a salesperson, never once did a client ask me when would be a good time for him to close a transaction between us. Clients buy when they buy and close when they close. Yet every month, sales management asks, “When will that deal close and when are we getting paid?” So, if we had a way to track the data about a client’s buying/closing patterns, we could make a more informed guess to answer

36 • Vol. 17 / Issue 4 • International Surface Fabricators Association

that question. This will also keep your sales force focused on the key issue: “Feed the pipeline so that the pipeline can feed you.” I know many business owners who would love to have a sales force focused exactly on that and waste less time wondering how much the commission check will be this month. Use it — or Lose Ground with Outdated Tools AI is becoming a dominant player in the world and thus needs to be studied, investigated and reviewed regularly for new developments. Tools, regardless of your industry, make a significant difference in the impact of your team. In sales, AI is one of the most aggressive and helpful tools in the toolbox right now. What I hope everyone takes away from this article is that while AI is new and extremely daunting, it is where the world is going. So go out there and explore it, learn it and make it work for you. I find it hard to believe that anything in the world can come between me and the relationship I have built with my clients. But if I fear something and take no action to learn how it can help me, I will be stuck using outdated tools to accomplish a job that will only become more difficult as new tools are developed. C A B Reference

C A

1. https://learn.g2.com/ai-in-sales-statistics#:~:text=Some%20salespeople%20are%20 already%20using,the%20other%20half%20don’t

Michael Hinkle is the author of “Treasure Hunt: A Common-Sense Approach To Building A Successful Sales Career” and the founder of JBI, a Los Angeles-based sales consulting and coaching business with a specific interest in teaching sales professionals to become sales hunters and create business opportunities from scratch. His three decades in sales have included 20-plus years with a Fortune 500 company, where he rose to become a vice president while continuing to manage a productive sales pipeline and foster client relationships. Learn more at www.michaelhinkle.com.

2 V

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International Surface Fabricators Association • Vol. 17 / Issue 4 • 37

38 • Vol. 17 / Issue 4 • International Surface Fabricators Association

PERSPECTIVES

Sustainability: The Role of Associations in Driving Collective Change By Marissa Bankert, ISFA Executive Director Sustainability has evolved from a niche concern to a global priority, with businesses, governments and individuals recognizing the need for more responsible stewardship of the planet’s resources. Among the many organizations working to address sustainability, associations play a crucial role. Associations and their members have the power to influence, educate and mobilize entire sectors toward more sustainable practices. The International Surface Fabricators Association embraces this for the surfacing community and honors a project annually that embodies this. Associations serve as a hub for collaboration, best practice sharing and setting industry standards. With their collective membership bases, organizations like ISFA can drive sustainable initiatives in ways that are difficult for individual companies or professionals to achieve alone. By pooling resources and knowledge, associations can elevate the conversation around sustainability and develop frameworks that can have long-term impacts. Associations also often act as intermediaries between private enterprises and governments. In this capacity, they have the power to influence policy discussions, offering expert insight and advocating for regulations that support sustainability goals. Because they represent a wide array of stakeholders, associations can offer balanced perspectives that account for economic and environmental considerations. Education is a key component of this effort and ISFA and other associations are uniquely positioned to provide training and development opportunities that help their members adopt sustainable practices. By offering webinars, workshops and certifications focused on sustainability, associations can empower their members to take meaningful action. Providing education opportunities on topics such as energy efficiency, responsible sourcing and green technology are examples of how ISFA can support this ambition. Moreover, associations can highlight the business case for sustainability, showing that it is not only good for the planet but also beneficial for long-term profitability and competitiveness. This is especially important for small- and medium-sized enterprises (SMEs), which may lack the resources to independently research and implement sustainable practices. By participating in association-led initiatives, SMEs can access tools and knowledge that would otherwise be out of reach. Perhaps the most powerful role that associations play in the sustainability space is fostering collective action. Individual companies and professionals can do only so much on their own, but when they come together through associations, they can amplify their efforts and drive widespread change. Associations have the ability to convene diverse stakeholders, from multinational corporations to nonprofits and academic institutions, around shared sustainability goals. Through collaborative initiatives, organizations like ISFA can help develop solutions to complex sustainability challenges. Sustainability is a shared responsibility and associations are key players in ensuring that industries and professionals rise to the challenge. By providing education, influencing policy and fostering collaboration, associations can help lead the way toward a more sustainable future. The International Surface Fabricators Association recognizes the role of associations in this evolving space and will continue to provide opportunities for dialogue and education to ensure that members both understand and embrace the topic. International Surface Fabricators Association • Vol. 17 / Issue 1 • 39

ISFA NEWS

Thank You and Welcome ISFA Members (In alphabetical order) NEW FABRICATOR MEMBERS Creekside Construction LLC Bozeman, Mont.

USA Dream Stone Garner, N.C.

Architectural Granite Inc. Palm Coast, Fla.

Armen Stone Burlington, N.C.

Motor City Granite LLC Lake Orion, Mich.

Old World Tile & Marble Co. Inc. Scottsdale, Ariz.

Hallmark Stone Company Fenton, Mo.

Don’s Custom Countertops Longmont, Colo.

Citadel Premium Design Inc. West Sacramento, Calif.

RENEWING FABRICATOR MEMBERS Eastern Surfaces Allentown, Pa

Accent Countertops Murray. Utah

American Countertops Albuquerque, N.M.

Middle Tennessee Granite Inc. Nashville, Tenn

Jaynes Structures Albuquerque, N.M.

Kauffman Kitchens New Holland, Pa.

Cook Inlet Housing Authority Anchorage, Alaska

Craftmark Solid Surfaces Inc. Norcross, Ga.

Sterling-Miller Designs Inc. Brockton, Mass.

Modern Home Distributing Nunda, N.Y.

Southern Inventions LLC Burleson, Texas

Surface Creations of Maine Portland, Maine

Italian Marble & Granite Inc. Clarence Center, N.Y.

Alpha Countertops Russellville, Ark.

Wilbedone Inc. Cortland, N.Y.

Fischer Tile & Marble Sacramento, Calif.

Rozelle Stone Easley, S.C.

Gecko Solid Surface Solutions San Antonio, Texas

Legacy Granite and Marble Houston, Texas

SwRI - Southwest Research Institute San Antonio, Texas

QVG LLC Houston, Texas

Counter Fitters LLC Savannah, Ga.

Outlaw Construction LLC Kodiak, Alaska

Gunckel Architectural Stoneworks LLC Seguin, Texas

Stonecrafters Lakemoor, Ill.

Marble Works South Elgin, Ill.

White House Stone Lake Park, Fla.

Granite Gallery LLC Tumwater, Wash.

DFC-Dakota Fixture & Cabinet Co. Madison, S.D.

Routt Construction Company LLC Van Buren, Ark.

ASST McSherrystown, Pa.

Visalia Ceramic Tile Inc. Visalia, Calif.

Countertops of Memphis LLC Memphis, Tenn.

Southeastern Marble and Granite Wilmington, N.C.

Dirk Foster Mineral Wells, Texas

40 • Vol. 17 / Issue 4 • International Surface Fabricators Association

ISFA CONTACTS ISFA P.O. Box 627 Ingomar, PA 15127 888-599-ISFA www.ISFAnow.org Chief Executive Officer Marissa Bankert 717-253-5296 Marissa@ISFAnow.org Membership Director Heather Duve 888-599-ISFA Heather@ISFAnow.org Project Coordinator Samantha Winslow 888-599-ISFA Samantha@ISFAnow.org Operations Administrator Amy Kyriazis 412-487-3207 Amy@ISFAnow.org Administrative Assistant Kanani Camacho 888-599-ISFA Kanani@ISFAnow.org

Thank You

ISFA NEWS

to our 2024 Sponsors

Sponsorship opportunities are available for qualifying manufacturers, distributors and other industry-related companies. These businesses are dedicated to the success of the International Surface Fabricators Association and fabricators everywhere. Through their contributions, sponsors enable ISFA to create meaningful opportunities for its membership including training, education, business development, networking and more.

PLATINUM

GOLD

SILVER

International Surface Fabricators Association • Vol. 17 / Issue 4 • 41

ISFA ASSOCIATE MEMBER DIRECTORY Companies listed in red are ISFA 2024 Sponsors ACS International 4775 South 3rd Ave. Tucson, AZ 85714 520-889-1933 www.acstone.com

Better Vacuum Cups 13841 Roswell Ave., Ste. K Chino, CA 91710 877-379-9909 greenbvc.com

ActionFlow 9101 Cherrybrook Lane St. Louis, MO 63126 704-877-7884 kyle@actionflow.net

Biesse America 4110 Meadow Oak Dr. Charlotte, NC 28208 704-357-3131 www.biesse.com

Adria USA Inc. Knoxville, TN 535 Milwaukee Way 37932 865-307-8572 miglena.popov@abrasiviadria.com Aetna Building Solutions 1401 St. Charles Rd. Maywood, IL 60153 708-343-1515 www.aetnaplywood.com Al-Badaha Company for Modern Industries P.O.Box 126444 Jeddah, Saudi Arabia 966920002964 www.albadaha.com

Bill Barton 6131 Long Meadow Rd. McLean, VA 22101 703-624-1191 wbbarton2@gmail.com BNP Media 2401 W. Big Beaver Rd., Ste. 700 Troy, MI 48084 248-362-3700 www.bnpmedia.com Breton S.p.A. Via Garibaldi, 27 Castello di Godego 31030 Italy 3904237691 www.breton.it/en/

CaraGreen 1406 Transport Dr. Raleigh, NC 27603 919-929-3009 www.caragreen.com Chemcore Industries 5311 Fleming Ct. Austin, TX 78744 866-243-6267 www.chemcor.com Chemical Concepts 410 Pike Rd. Huntingdon Valley, PA 19006 800-220-1966 www.chemical-concepts.com Chuck Sawyer 4802 Au Sable Dr. Gibsonia, PA 15044 412-213-0370 cksawyer2010@gmail.com Colonial Saw 122 Pembroke St. Kingston, MA 02364 781-585-4364 www.csaw.com Compac USA 1777 NW 72nd Ave., Unit 2 Miami, FL 33126 305-406-3600 www.us.compac.es/quartz/

Akrilika Ul. Szczepankowice Male 2A 55-040 Wierzbice Poland 79119451961 www.akrilika.com

Bronwick Recruiting 7700 Basil Dr. Austin, TX 78750 512-981-5294 www.bronwick.com

Aristech Surfaces (Avonite) 7350 Empire Dr. Florence, KY 41042 859-283-1501 www.aristechsurfaces.com

Caesarstone US 1401 W. Morehead St. Charlotte, NC 28208 818-378-2667 www.caesarstoneus.com

BACA Systems 101 Premier Dr. Orion Township, MI 48359 248-791-3060 www.bacasystems.com

Caleb Coradi 409 Main Street Corapolis, PA 15108 412-403-3626 clcpreservation@gmail.com

Covia Corp 9930 Kincey Ave., Ste. 200 Huntersville, NC 28078 800-243-9004 www.coviacorp.com

BB Industries 4100 Appalachian Way Knoxville, TN 37918 800-575-4401 www.bbindustriesllc.com

Cambria USA 31496 Cambria Le Sueur, MN 56058 507-665-5003 www.cambriausa.com

Dal-Tile Corporation 7834 CF Hawn Frwy. Dallas, TX 75217 214-309-3162 www.daltile.com

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Cosentino USA 355 Alhambra Cir., 10th Floor Coral Gables, FL 33134 786-812-0509 www.cosentino.com Countertop Marketing Co. 402 Pequot Ave. #772 Southport, CT 06890 203-993-6676 www.countertopmarketingco.com

ISFA ASSOCIATE MEMBER DIRECTORY

Companies listed in red are ISFA 2024 Sponsors

Dixie Plywood & Lumber 100 Riverview Drive, Suite 301 Savannah, GA 31404 912-447-7000 dix-invoices@dixieply.com

Fabricator’s Business Coach 309 Gassaway St. Central, SC 29630-9197 864-328-6231 www.fabricatorscoach.com

Groves Incorporated 818 Trakk Ln. Woodstock, IL 60098 815-337-9780 www.groves.com

Doyle Farris (Bellavati) 6606 FM 1488, Ste. 148-517 Magnolia, TX 77354 859-533-3079 www.doylefarris.com

Federal Brace 710 E Catawba St., Ste. A Belmont, NC 28012 877-353-8899 www.federalbrace.com

Hallmark Building Supplies 901 Northview Rd., Ste. 100 Waukesha, WI 53188 800-642-2246 www.hllmark.com

DuPont (Corian Design) 200 Powder Mill Rd. Wilmington, DE 19803 314-941-5179 www.corian.com Durasein USA 7030 Quad Ave., Ste. 3 Rosedale, MD 21237 877-771-7712 www.durasein.com Durcon 206 Allison Dr. Taylor, TX 76574 512-595-8000 www.durcon.com

Fifth Gear Technology (Speed Label) 450 N. Addison Ave. Elmhurst, IL 60126 630-606-8055 www.speedlabel.net FreePower 2048 N. 44th St. Phoenix, AZ 85008 914-227-3435 www.freepower.io GEM Industries 5030 N. Hiatus Rd. Sunrise, FL 33351 954-749-1228 www.gem-industries.com

Dwyer Marble & Stone Supply 23177 Commerce Dr. Farmington Hills, MI 48335 248-476-4944 www.dwyermarble.com

Gemstone 2040 Industrial Pkwy. Elkhart, IN 46516-5411 574-294-8899 www.gemstonesinks.com

Easededge 907 Jesuit Ln. St. Marys, KS 66536 785-202-3070 www.easededge.com

Grand Onyx 134 West South Boundary St. Perrysburg, OH 43551 567-686-1040 www.grandonyx.pro

Emnas Technologies 347 Ferndale Dr. South Barrie, ON L4N 9Y6 647-302-3630 www.emnastech.com

Granite Gold 12780 Danielson Ct., Ste. A Poway, CA 92064 858-499-8934 www.granitegold.com

Evans Midwest 11441 E. Lakewood Blvd. Holland, MI 49424 616-546-8225 www.evansmidwest.com

GranQuartz 3950 Steve Reynolds Blvd. Norcross, GA 30093 800-458-6222 www.granquartz.com

Hartson-Kennedy Cabinet Top Co. Inc. 522 W. 22nd. Street Marion, IN 46953 800-388-8144 ambcar@hartson-kennedy.com Hyundai L&C USA 2839 Paces Ferry Rd., Ste. 1100 Atlanta, GA 30339 888-426-9421 www.hyundailncusa.com InnoChem/Akemi 160 Candlewyck Dr. Avondale, PA 19311 www.akemi.com IPS Adhesives LLC (Integra Adhesives) 455 W. Victoria St. Compton, CA 90220 919-598-2400 www.integra-adhesives.com Jaeckle Distributors 4101 Owl Creek Dr. Madison, WI 53718 608-838-5400 www.jaeckledistributors.com Karonia Surfaces Ansym Lodge, Water Ln. Eggborough, GOOLE DN14 0PN United Kingdom 447814415724 www.karonia.com Karran USA P.O. Box 667 1291 East Ramsey Rd. Vincennes, IN 47591 410-975-0128 www.karran.com

International Surface Fabricators Association • Vol. 17 / Issue 4 • 43

ISFA ASSOCIATE MEMBER DIRECTORY Companies listed in red are ISFA 2024 Sponsors Kohler Co. P.O. Box 899 Kohler, WI 50344 920-457-4441 www.kohler.com Krion Solid Surface - Porcelanosa CTRA Villareal-Puebla De Arenoso KM1 Villareal, Spain 12540 34964506464 bsales@porcelanosa-usa.com Lapitec Via Bassanese 6 Vedelago, Treviso 31050 Italy www.lapitec.com Laser Products Industries 1344 Enterprise Dr. Romeoville, IL 60446 630-755-5402 www.laserproductsus.com LOTTE Chemical 6 Centerpointe, Ste. 100 La Palma, CA 90623 714-443-0901 www.lottechem.com LX Hausys America 900 Circle 75 Parkway, Ste. 1500 Atlanta, GA 30339 678-535-4113 www.lxhausysusa.com

Moksh Tech #1204, Pushpak Landmark Bldg. Near Titanium City Center Anand Nagar Rd. Prahlad Nagar Ahmedabad - 380 015 India 301-252-2673 www.mokshcad.com Moraware 13125 Welcome Way Reno, NV 89511 866-312-9273 www.moraware.com MSI Surfaces 2095 N. Batavia St. Orange, CA 92865 www.msisurfaces.com National Institute for Occupational Safety and Health 1095 Willowdale Rd., MS-2800 Morgantown, WV 26505 www.cdc.gov Natural Stone Institute 380 E. Lorain St. Oberlin, OH 44074 440-250-9222 www.naturalstoneinstitute.org Naylor Association Solutions 1430 Spring Hill Rd., 6th FLoor McClean, VA 22102 800-369-6220

Poseidon Industries 4080 Duncan Rd. Punta Corda, FL 33982 dan@poseidonmachinery.com Princeton Chemical Company 7030 Quad Ave., Ste. 3 Rosedale, MD 21237 877-778-6878 service@princetonchemical.com Prodim Systems 7454 Commercial Cir. Ft. Pierce, FL 34951 772-465-4000 www.prodim-systems.com Rockheads Group 1401 Lavaca St. #1146 Austin, TX 78701 815-210-1006 www.rockheadsusa.com Sage Surfaces 6700 The Woodlands Pkwy., Ste. 230-303 The Woodlands, TX 77382 837-403-2847 www.sagesurfaces.com Schechner Lifson Corp. 4 Chatham Rd. Summit, NJ 07901 908-598-7813 www.slcinsure.com Schultz Forming Products 2796 Loker Ave. W., Ste. 105 Carlsbad, CA 92010 800-822-2875 www.schultzform.com

Marqet Group LLC 8558 Katy Freeway #102 Houston, TX 77024 713-364-5342 info@marqetgroup.com

Ollin Stone 301 E. Ball Rd. Anaheim, CA 92805 714-535-0800 www.ollinstone.com

Material+ 1900 Avenue of the Stars Ste. 1600, 19th floor Los Angeles, CA 90067 www.materialplus.io

Park Industries P.O. Box 188 St. Cloud, MN 56302 320-251-5077 www.parkindustries.com

SolidSurface.com 6641 N. Cibola Ave. Tucson, AZ 85718 520-247-3304 www.solidsurface.com

Milia Marketing 2515 Jay Ave., Unit 101 Cleveland, OH 44113 216-990-5250 www.miliamarketing.com

Parson Adhesives (Chromalok) 3345 Auburn Rd., Ste. 107 Rochester Hills, MI 48309 248-299-5585 www.chromalok.com

Stone Grid (StoneApp) 452 Osceola St., Ste. 211 Altamonte Springs, FL 32701 877-909-0569 www.stonegridusa.com

44 • Vol. 17 / Issue 4 • International Surface Fabricators Association

Shlok TeQ 1364 E. US Hwy 377 Granbury, TX 76048 325-313-6090 www.shlokteq.com

ISFA ASSOCIATE MEMBER DIRECTORY

Companies listed in red are ISFA 2024 Sponsors

Stone Update 1775 E Palm Canyon Dr., Ste. 110 #193 Palm Springs, CA 92264 760-323-9554 www.stoneupdate.com

Triton Stone Group 6025 W. 80th St. Indianapolis, IN 46278 317-644-1200 www.tritonstone.com

Synchronous Solutions 3405 Rainbow Dr. Waxhaw, NC 28173 704-560-1536 www.synchronoussolutions.com

US Surfaces 4601 Spicewood Springs Rd. Bldg. 1, Ste. 100 Austin, TX 78759 512-454-2229 www.ussurfaces.com

Taffy Events (Coverings) 2300 Clarendon Blvd., Ste. 305 Arlington, VA 22201 301-774-7739 www.taffyeventstrategies.com

Vicostone USA 11620 Goodnight Ln., Ste. 100 Dallas, TX 75229 972-243-2325 www.us.vicostone.com

Tile Council of North America 100 Clemson Research Blvd. Anderson, SC 29625 601-506-1609 www.tcnatile.com

Water Treatment Solutions 6 Merrill Industrial Dr. Hampton, NH 03842 603-758-1900 www.watertreatmentonline.com

TME Surface 6428 Warren Dr. NW Norcross, GA 30093 470-299-4988 sharath@tmesurfaces.com

Web-Don 1400 Ameron Dr. Charlotte, NC 28206 800-532-0434 www.web-don.com

Willis 1149 Pioneer Rd. Burlington L7M 1K5 Canada 289-775-5814 www.4willis.com Wilsonart 2501 Wilsonart Dr. P.O. Box 6110 Temple, TX 76503-6110 800-433-3222 www.wilsonart.com Wood Stock Supply 4705 S. I-90 Service Rd. Rapid City, SD 57703 605-341-6900 www.woodstocksupply.com ZOLLER 3900 Research Park Dr. Ann Arbor, MI 48108 734-332-4851 www.zoller-usa.com

MEMBER ADVANTAGE ISFA: Your Partner in Silicosis Prevention Exclusive for Members: Access cutting-edge training and a powerful management tool to safeguard your workforce.

IN TE RN AT ION A L S U RFACE FA B RIC AT ORS A S S OC I ATI ON

International Surface Fabricators Association • Vol. 17 / Issue 4 • 45

PRODUCT NEWS Stoneapp For optimal efficiency and sustainability, consider an ERP system such as Stoneapp. Today’s best fabricator-specific operational systems include all the functionality needed to become paperless. When combined with digital measuring, almost all paper can be eliminated as an operational requirement. Consider the power and efficiency of the following functionality: •

Users can digitally draw parts and confirm slab layout.

•

Clients can sign contracts and make payments digitally.

• Field and production technicians have specific tools designed to improve communication, reduce errors and provide efficiency gains. • Purchase orders can be emailed to your vendors from the software which automatically tracks the open and received orders. ... this list goes on! Typically, the two exceptions where paper may be desired are in inventory management where labels are placed on slabs and a shop-sheet that follows the job through production. Otherwise, these systems are designed to contain all required operational items. There are many reasons to move from paper to operational software, including sustainability — and you’ll be more efficient and profitable!

A New Standard in Solid Surface: Durasein Wide Sheets Durasein, a leader in solid surface innovation, is thrilled to announce the launch of its Wide Sheet program. Designed to meet the growing demand for larger-scale design projects, Durasein Wide Sheets offer unparalleled dimensions and versatility. Durasein Wide Sheets measure an impressive 1/2 inch by 60 inches by 144 inches, providing designers with a generous 60 square feet of design space per sheet. These supersized panels are perfect for creating stunning, uninterrupted surfaces for countertops, walls and other large-scale applications. Expanded Color Palette: Durasein Wide Sheets are available in a range of popular colors, providing designers with ample options to bring their visions to life. Made-to-Order Flexibility: To accommodate diverse project requirements, Durasein Wide Sheets are offered on a made-toorder basis with a lead time of 12-14 weeks from order acceptance. Unmatched Quality: Backed by Durasein’s reputation for excellence, these wide sheets deliver exceptional durability, stain resistance and low maintenance. Scalable Solutions: With a minimum order quantity of 40 sheets, Durasein Wide Sheets are ideal for both residential and commercial projects. Design Without Limits: By eliminating the need for multiple seams, Durasein Wide Sheets create a sleek, seamless aesthetic that enhances any space. Whether you’re designing a commercial kitchen, a luxurious bathroom, or a high-end residential space, these expansive surfaces offer endless possibilities. 46 • Vol. 17 / Issue 4 • International Surface Fabricators Association

PRODUCT NEWS The Riverine Collection of Trinseo’s AVONITE Acrylic Solid Surface The Riverine Collection is a nature-inspired palette of Trinseo’s AVONITE Acrylic Solid Surface portfolio. AVONITE Solid Surface is ideal for interior and exterior applications including backsplashes, countertops, bath surrounds, vanities, interior walls, facades and furnishings. The Riverine Collection, offered in both 12 mm and 6 mm thicknesses, is particularly appropriate for featured vertical spaces where a faux marble appearance enhances the aesthetic. Thermoformable and hygienic, due to its nonporous surface and seamless assembly, AVONITE Solid Surface also offers the possibility to create intriguing light effects with its subtle translucency. Both AVONITE 12 mm and WET WALL 6 mm solid surface sheets do not absorb bacteria, can be cleaned using common household products, are seamlessly assembled and the material malleability makes it possible to design curved, rather than angular, corners for more efficient cleaning. For more information, visit https:// aristechsurfaces.com/market/architectural/avonite.

Econo-Tilt Cart by No Lift System At No Lift System, they understand the needs of stone shops seeking efficiency and functionality without breaking the bank. That’s why they’ve crafted the Econo-Tilt, a fully functional, tilting install cart designed to meet your demands at an unbeatable price point. Key features: 600-lb. weight capacity handles heavy loads with ease, ensuring you can • tackle the most demanding installations with confidence. Manual tilt function allows users to adjust the angle of a countertop with • precision and control, minimizing strain and risk. Actuator powered lift makes for effortless lifting powered by reliable • actuators, designed to support any workflow. • Lithium battery power provides unmatched convenience and portability. • Intuitive remote fob enables command from anywhere on the jobsite and maximizes convenience and efficiency. Learn more at www.noliftsystem.com. International Surface Fabricators Association • Vol. 17 / Issue 4 • 47

PRODUCT NEWS

Park Industries® changed the sawjet game with the JAVELIN™.

The JAVELIN CNC Sawjet is powerful, versatile and optimized to cut granite, quartzite, ultracompact surfaces and more with ease. Power up your production with its 27 horsepower VFD-controlled arbor motor and versatile 5-axis waterjet capabilities. While the JAVELIN excels at high-production fabrication, it’s also the perfect solution for precise mitering with the ultimate combination of blade and waterjet mitering. Its Miterjet™ efficiently miters inside corners or arcs in one sweep with its 0-58° waterjet capabilities.

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The JAVELIN’s unique design offers the industry’s smallest two-table footprint, three-sided table access and most complete table coverage. It is highly configurable to meet the needs of any shop layout and is available in single or two table models. The JAVELIN’s reinforced bridge, precision rotary index system, helical rack and pinion technology, and more, deliver exceptional, long-lasting performance and precision. Have it all with the JAVELIN, the ONLY sawjet that hits every target. For more information, visit www.parkindustries.com/cncsawjets/javelin.

International Surface Fabricators Association • Vol. 17 / Issue 4 • 49

PERSPECTIVES

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ISFA's Countertops & Architectural Surfaces Vol. 17, Issue 4

Articles inside

Artificial

Turning Chaos into Harmony: The Rolling Stones’ Lessons for Stone Fabricators

The Future of Fireplace Design: How Porcelain is Redefining Modern Aesthetics

Quartzite-Looking Colors: A Deep Dive into the Opimo Collection by HanStone

De-risking the Labor Shortage — It’s All About Flow

Leveraging Remarketing and Retargeting: Strategies to Reengage Potential Customers

Is Your Business Winning? Track the Right Metrics to Stay Ahead