Greate new revenue streams in your moulding department

many chapters of the American Society of Interior Designers or the Institute of Classical Architecture and Art.

Consult your vendors and local custom mills, to understand the differences in quality and authenticity. Ask questions. Focus on the quality, availability and commitment to traditional design. Be sure to ask about consistency of product so you don't find yourself with profiles that may not be applied seamlessly.

Request free catalogs that offer not only products but also education.

As your reputation as an architectural moulding expert grows, so will your revenues. Become the source for classical mouldings in your area.

2. Educate your customers

Ixeenrs wtLL TELL vou that one of Ijthe most underutilized elements in design today is architectural moulding. The exclusion of this element can become a lost business opportunity.

Here are five ways that you can offer your customers some different and beautiful choices as well as improve your bottom line.

1. B""o-" an expert in moulding. Improve your understanding of the classical styles and their complementary profiles. Books, such as Tradi- tional American Rooms: Celebrating Style, Craftsmanship & Historic Woodwork (by Brent Hull and Christine Franck), Historic Millwork: A Guide to Restoring and Re-creating Doors, Windows & Moldings of the Late Nineteenth through MidTwentieth Centuries (Brent Hull), and Theory of Mouldings: Classical America Series in Art & Architecture (C. Howard Walker) are excellent sources of information.

Investigate local resources. There are lectures, workshops and information-gathering events sponsored by

After you feel confident in your knowledge, educate your clients. Are they aware of the variety of styles and profiles? Do they understand the lingo? They won't buy what they don't understand. They may be overwhelmed by all of the styles and profiles, and not want to take the time to explore these design options. They may have the perception that using moulding is prohibitively expensive.

Make it a point to start conversations about moulding as a potential design option. Create a library of case studies and featured products so you can show them what can be done and what to expect. Use catalogs that group styles by time periods so clients can qet an idea of the different effects they can achieve. Remind them that mouldings can create a feeling of more space and also character in a room or house.

If they choose to use mouldings, you may increase your revenues through product markups or by offering them one of the packages mentioned below.

3. Upaut" and enhance your project portfolio

Think about the projects you've supplied that showcase mouldings. Group them in a special section in your portfolio so you can display them easily. This section can help you establish or further your position as an expert.

If you haven't documented these projects, return to the site and photograph all of the profiles and profile combinations. lnclude a written narrative or bullet points to remind you how you achieve a certain look or feel. You may even want to separate the moulding projects into different style categories.

You have the opportunity to create excitement and enthusiasm for a design element your customers may not have ever considered. Be ready to tout your knowledge of this specialty field. Be ready to talk about price and easy access to the products.

4. Create a basic moulding package deal

Think about the elements you can group together and offer as a basic package. The package may include an installer's services and a keen design eye, as well as the benefits you bring to your customers as a result of your relationships with quality moulding producers. Be ready to offer solutions to meet your customers' varying budgets. Use this package as a way to introduce them to a new world of design elements.

5. Create a custom moulding package deal

Up-sell the basic package to a custom package in which you create unique design combinations especially for the customer. Use free, online computer-aided design (CAD) files to showcase what can be done with a little creativity. Customers will see what happens with a simple click of the mouse. By using CAD, they become invested in the creative process, and you zero in on exactly what he or she envisions.

And, the more you become an expert in this field, the higher a premium you can charge.

- Ryan Mulkeen is director ofmarketing for Kuiken Brothers Co., Midland Park, N.J. Contact him at rmulkeen@ kuikenbrothers.com.

By Rick Kapres, Versatex Trimboard