Behind the Surface

Selling Your Fabrication Shop: The Ultimate Exit Strategy

Thinking about cashing out on your fabrication business? In this episode of ISFA’s Behind the Surface Podcast, Executive Director Marissa Bankert chats with Chase Busenbark, a business owner and certified broker who grew up in the stone industry. Chase outlines a roadmap to a smooth exit out of the surface fabrication business. Points of interest include:
How to develop a solid exit strategy, even if you're years away from selling.
Why EBITDA matters and how to normalize your financials for a more accurate picture.
The best time to sell to maximize your profit.
How to prepare your business for a successful sale, including presale financial organization and trend tracking.
Dos and don'ts to avoid costly mistakes during the selling process.
 
Whether you're feeling burnt out, approaching retirement or otherwise changing your path, this episode will equip you with the knowledge and strategies you need to sell your fabrication shop on your terms.

Transforming Fabrication: The Power of Software Integration

This episode of Behind the Surface dives deep into the transformative power of software in the fabrication industry. ISFA Executive Director Marissa Bankert sits down with Mickey Gault, a 20-year fabrication veteran, to explore how software can be as game-changing as new machinery.
They discuss key benefits like:
Enhanced communication: Streamline internal and client communication, a critical factor for success.
Improved efficiency and visibility: Identify bottlenecks, manage material costs and gain clearer operational insights.
Tailored solutions: Learn how to work with software providers to find solutions that perfectly suit your needs.
 
If you’re thinking about implementing software or looking for technology that helps you streamline your workflow, this episode is for you. Learn how to address hurdles, including staff training and effective change management.
 
Software can be a powerful tool for fabrication businesses, boosting efficiency and overall operations. Tune in to learn how to leverage its potential and get a roadmap to success.

Porcelain's New Era: Trends, Tech Advances & Fabrication Insights

In this episode of Behind the Surface podcast, ISFA’s executive director, Marissa Bankert, sits down with Todd Hibbs, a fabrication specialist from Caesarstone, to explore the burgeoning interest in porcelain slabs. From its rise as a marble alternative to its status as a staple in home design, Todd and Marissa discuss the factors driving porcelain’s popularity. They delve into how technological advancements have transformed porcelain fabrication, making it more durable and versatile than ever before. Todd shares invaluable insights on fabrication techniques and the importance of adapting to new machinery, as well as identifies emerging markets for porcelain. Transportation concerns and practical tips for exploring this material round out the conversation, including a powerful message: Evolve with the times or risk falling behind.
 
Tune in to learn how to stay ahead of the curve when it comes to porcelain!
 
Pro Tip: Got questions about working with porcelain? Todd’s got answers. Reach him directly at todd.hibbs@caesarstoneus.com.

The Problem with Silica: What You Need to Know to Maintain a Safe Shop

In the latest episode of the Behind the Surface podcast, ISFA Executive Director Marissa Bankert is joined by Nate Kolenski, president of Block Tops in California, and Jeff “Corky” Cartwright from Planet Granite in Colorado to discuss what’s been deemed a silicosis crisis in our industry. They will delve into:  
All eyes on engineered stone: bans, regulations and the dangers of respirable crystalline silica. 
A brief history of silica safety standards in the United States. 
How fabricators comply with federal and state guidelines. 
California’s Emergency Temporary Standard: challenges fabricators are facing. 
Common misconceptions within the industry. 
Tune in to hear firsthand accounts of how fabrication shops are navigating silica safety regulations and OSHA compliance at a time when government agencies are elevating concerns around the dangers of respirable crystalline silica. 
About the International Surface Fabricators Association (ISFA)The International Surface Fabricators Association (ISFA) is globally recognized as a premier trade organization serving the architectural surface industry. ISFA exists to help fabricators and other industry professionals increase product quality, improve safety measures, encourage professionalism and elevate profitability by facilitating education, standards and camaraderie. ISFA values innovation, dependability, trust, honesty, ethics and serving others above all else. Learn more at www.ISFAnow.org.

The Art of Upselling

It’s pretty obvious that we wouldn’t be in business if we didn’t know how to sell countertops. The question is: How many of us know how to maximize the profit we get from each sale? In this episode, Geoffrey Gran of The Countertop Factory talks with us about:• Why sell upgrades?• Upgrades are everywhere in your life.• Eliminate “reverse buyer's remorse”.• Increased upgrades = Increased profits.• Self-funded raises for employees.
Listen to this episode if you want to discover ways to significantly increase your profit on every sale.
About the International Surface Fabricators Association (ISFA)The International Surface Fabricators Association (ISFA) is globally recognized as a premier trade organization serving the architectural surface industry. ISFA exists to help fabricators and other industry professionals increase product quality, improve safety measures, encourage professionalism and elevate profitability by facilitating education, standards and camaraderie. ISFA values innovation, dependability, trust, honesty, ethics and serving others above all else. Learn more at www.ISFAnow.org.

The New NEO Consumer

When the economy gets shaky, consumers tend to spend less overall, and they look for more bargains when they do spend. If this is always true, then how do we explain how Apple generated $3B in iPad sales in 90 days during the Great Recession? If everyone is reducing their spending across the board, how does a nonessential and relatively expensive item like an iPad generate such large sales numbers during a severe recession? Is it because of the Apple logo or is something else at play?
It turns out there are two distinctly different types of consumers with two different sets of values – the NEO consumer who is driven more by authenticity, design and uniqueness as opposed to the traditional consumer who is driven by price, features and status.
Join us as we talk with Mike Hetherman of Willis about the impact of NEO consumers on the countertop business.
What’s the benefit of marketing to NEOs?
How do we identify NEOs?
How do we market to NEOs?
How do we use this knowledge to improve our businesses?
If you want to get out of the lowest-price-per-square-foot game, understanding the impact NEOs can have on your business is a game changer.
About the International Surface Fabricators Association (ISFA)The International Surface Fabricators Association (ISFA) is globally recognized as a premier trade organization serving the architectural surface industry. ISFA exists to help fabricators and other industry professionals increase product quality, improve safety measures, encourage professionalism and elevate profitability by facilitating education, standards and camaraderie. ISFA values innovation, dependability, trust, honesty, ethics and serving others above all else. Learn more at www.ISFAnow.org.

Using Data to Find Opportunity in Your Business

The recession is on everyone’s minds:
Will we have one, or won’t we?
How long will it last?
Will we have a soft landing or a hard one?
In uncertain times like these, it is more imperative than ever before to leverage data to run your business.
Join us as we talk with Tim Saddoris, president of Grand Onyx. At Grand Onyx, they build world-class stone fabricators using systems, software, and technology they have developed to help fabricators better manage and grow their businesses. Today we will talk about how using data can help you navigate the challenges presented by this economy. Tim has a couple of specific case studies he presents that show how using data has impacted fabricators. We will also talk through some of the challenges in tracking and using data.
If you are struggling with adapting to the challenges presented by these uncertain economic times, this is an episode you don’t want to miss!
Sponsored by: Moraware, Grand Onyx
 

Mindful Materials and Sustainable Products

Tune in to this episode of Behind the Surface as two experts from CaraGreen, a trusted source for healthier alternatives to conventional building materials, address mindful materials and sustainable products. This discussion will cover:
What is being done to limit or eliminate crystalline silica in slabs for the safety of the fabricators.
Industry best practices regarding silica safety and material innovations.
Alternative materials and products that support a greener future.
Discover new material categories and innovations along with the resources you need to embrace sustainability in your business. 

How to Build a Sales Engine to Drive Business

In today’s uncertain times, it’s more important than ever to have a strong sales pipeline that can withstand economic pressures and keep your business profitable.
Join us as we chat with Justin Shaw, founder of Stone Fabricator Elite, a business development and sales support agency that specializes in helping fabricators grow their businesses with proven systems, solutions and strategies. Justin will share his expertise and insights on how to keep your pipeline full of quality opportunities and rapidly increase sales in both trade and consumer channels.
We’ll cover tactics used by top fabricators to create a more defensible business and drive profitability, even during challenging times. Whether you’re looking to fine-tune your existing sales strategy or build a new one from scratch, this episode is for you.

Marketing Tools That Lead To Growth

In this episode, we’re joined by Stephen Alberts from Countertop Marketing Co. to discuss accessible and inexpensive marketing tools fabrication shops can use to glean customer insights and increase sales. 
Starting with the basics, Stephen walks listeners through his recommendations with practical advice on the benefits of each tool. He’ll cover: 
Customer Relationship Management (CRM) software. 
Google Analytics. 
Tracking calls and web form submissions: customizing to get the actionable data. 
Other tools and metrics to keep an eye on. 
Tune in to learn how to level up your marketing game in your fabrication shop and get results that bring in more revenue.