FDM - June 2009

FDM
CABINETS
CLAMEX
Biscuit-Shaped Connectors
for RTA Applications

• Various angles possible

We need to tell the
customer about our
higher quality.

• Easy installation with any Lamello biscuit joiner

• Aligning pins prevent torsional movement

• Aligns and connects, 2 functions in one

• Aesthetic solution for RTA furniture, closets, room dividers, displays,

cabinets and more

Come see it at AWFS Booth# 10103

want to date stamp our products with an ultraviolet ink. But the key is to let our customer know of this special feature, one that the competition does not have. This guarantee lets our customers know that we feel confident in what we are making.

Does it make any difference that our cabinets have more beautiful designs,

finishes and hardware? Absolutely, positively, yes.

Does it make any difference that our lumber used for cabinets is insect-free?

We are well aware that some cabinets
imported into the U.S. have
powder-post beetles. Sanita-
tion in many countries is
not adequate to prevent
infestation of dry

wood by this noxious
insect. In the U.S.,
infestations are
rare, especially
because almost all
dry kilns use tem-
peratures over 130F,

which kills the insect and its eggs.

Does is make any differ-
ence that our cabinets are finished
with “lead-free” finishes? We are finding
that a lot of toys are being recalled
because of lead paint. Is there an
advertising opportunity here?

Final admonition. I am very positive about the future of our industry. With a little effort on our part (and not the government), we can compete successfully with foreign-made cabinets. In addition to the advice given above, let me suggest that you find the customers and marketplace where you are most comfortable. Then make the cabinets better than the competition’s.

Do not try to be something that you are not comfortable being. At the same time, should you do the same thing over and over again with no change in order so that you feel comfortable? No! Prepare to adapt. Look for the next opportunity; it's here now and it is spelled Made in USA. ●

1-800-A-LAMELLO lamello@csaw.com

we probably do not want these people for customers anyway. So, to be able to get a higher price for our cabinets, we will need to let the customer know about the higher quality. As previously mentioned, we are not doing a good job of this yet.

Does it make any difference that our cabinets are not handled by the big box stores? I do believe that sales from large stores are spurred by low cost (because the customer does not appreciate quality) and convenience. How convenient is it for a customer to find out about your product? Maybe we need to be more aggressive in this area; that is, perhaps we need to be more aggressive in marketing our specific products. Maybe the Internet, the biggest store of all, will help us.

Does it make any difference that our cabinets can be repaired, new doors ordered, etc. more quickly than if ordered from an overseas supplier? If this is important to the customer, you can bet that the offshore manufacturers will use U.S. distributors and offset this potential advantage.

Does it make any difference that a few years from now we can order another set of cabinets that match the first set? Or that matching hardware can be obtained? There is no question that we can indeed provide this service. Will a customer appreciate and be willing to pay for this future benefit? Probably not. Many people today do not purchase things with a 10 to 15 year future in mind. But there is a market (with more than 50 million homes that are 15 years old or older) for cabinets that match those of 10 or more years ago as Americans add first floor bedrooms and expand kitchens and bathrooms.

Does it make any difference if we offer a guarantee? Most of us certainly stand behind our product to some extent or another. Be clear on this service. Certainly we should advertise this to our customers. For example, we can guarantee that our joints will not open and will be tight for two years. Of course, we need to see a lawyer to make sure we use proper language. We also might