Niche marketing can expand deck sales

act and move like entrepreneurs, according to Merrifield. Some of the key activities he outlines for developing niche marketing are: o Begin by listing every way you differ from your competitors and rate each difference. Figure out how to improve the ones that matter to your target audience. o Be forward looking and listening. Know and change with customer needs and expectations. Keep up with today's products and services. Be quality and profit growth oriented. o Look for niches appropriate for you. Brainstorm niches that flow from your strengths and from customer needs not being met. o Add service value to commodities. Differentiate products and services to meet new needs.

Possible customers for a niche market in deck materials include remodeling contractors who build decks as part of their home improvement jobs, builders who add decks to showcase model homes and offer buyers the option of adding a deck, companies specializing in deck building and landscape contractors.

Telephone directories, building permits, chamber of commerce membership lists, local builder or remodeler associations and home shows are sources of potential professional customers. Direct mail, special professional nights, telemarketing and outside salesmen are ways to reach these people who need your services, but may never come into your store without a special invitation. Fast, efficient delivery and a special order desk can be incentives for them to buy from you. Smaller contractors might be attracted by some of your d-i-y services such as deck kits or plans.

Add-on sales of finishes and fasteners should be promoted along with sales of pressure treated, redwood or cedar decking. Related sales such as outdoor millwork, gazebo kits and fencing are highly possible. The deck market is strong, but it can grow even stronger for you ifyou seek a special niche and mine for new customers.

Deck Speciaffsb Buy Retail

Decks Appeal, a custom redwood deck builder in Plano. Tx.. buys all its materials through retailers.

Redwood is the major purchase with some pressure trealed lumber for the substructures of the 200 decks they build a year. Redwood is also bought for gazebos, benches, bridges and millwork needed to complete their custom designs. Some cedar, primarily for lences, all fasteners, adhesives, finishes and additional materials needed for eachjob are purchased from retail sources.

Delivery is their primary concern when selecting a retailer, according to David Parish, who owns the business with his son Rick Parish. Price is second.

Archadeck, a deck building firm in Richmond, Va., with 26 franchise operations in I 5 states, is also a retail customer. They advise each ol their franchise operations to purchase deck materials from local retailers, according to Monte Campbell at the Richmond ofTice.