ISFA's Countertops & Architectural Surfaces Vol. 17, Issue 3

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Revolutionize Your Workflow Harness the power of software and technology to help you diversify your business and streamline operations.

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CREDITS Editor: Sarah Peiper

Proofreader: Marsha Jo Scott

Contributors: Marissa Bankert Wendy Christie Jason LaMonica Anthony Milia Mark Phelps Tim Saddoris Louise Scott Ted Sherritt Ed Young

Design: V2 Marketing & Management Printing and Distribution: LSC Communications

ABOUT THIS MAGAZINE

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.

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.

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: ActionFlow

Anthony Milia

Caesarstone

Moraware

Wendy Christie

Neolith

Cosentino

Park Industries

Durat

Mark Phelps

Fabricator’s Choice

Prodim Systems

Flexijet

Tim Saddoris

FreePower

Slabsmith

GMD Surfaces

SlabWare

Integra Adhesives

StoneGrid

Jason LaMonica

Vadara Quartz Surfaces

Laser Products Industries

Wetwall

LX Hausys

Ed Young

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.

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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.

4 • Vol. 17 / Issue 3 • International Surface Fabricators Association

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International Surface Fabricators Association • Vol. 17 / Issue 3 • 5

CONTENTS

FEATURES

24

28

24 How Artificial Intelligence Can Improve Your Fabrication Business Don’t think you have the technical chops to harness artificial intelligence? Take a deep dive into how AI is easier to use than you think.

28 Workflow Wonders: Software Innovations for Surface Fabricators

34

38 44

Read about a dozen of the most popular software solutions, designed to streamline processes, monitor material inventory, track jobs, review metrics and provide a richer experience for your customers.

34 Choosing the Right Adhesives for Kitchen & Bathroom Installations

When it comes to countertops, selecting the right adhesive and

sealant for each application is crucial to ensuring a durable, longlasting, aesthetically pleasing finish.

38 ISFA Fabricator Profile: GMD Surfaces

Since 2007, GMD Surfaces has become one of Chicago’s premier surface fabricators. Learn how Owner Omar Chahin integrates cutting-edge technology and strict quality control measures to ensure meticulous craftsmanship.

46

44 Improving Work-Life Balance in Blue Collar Industries The skilled labor pool isn’t as shallow as you think, but finding and retaining employees requires a shift in mentality if you want to stay afloat.

Cover Photo Bonding a Variety of Surfaces with Integra Adhesives.

Integra Adhesives manufactures a complete range of color-matched seaming and assembly adhesives, as well as a range of color-matched sealants for the surfacing industry. Whether you’re bonding surfacing materials like solid surface or porcelain, assembly components like wood, fiberglass or steel, or tackling an outdoor project, Integra Adhesives offers time-tested, reliable products to complete the job. Integra’s seaming adhesives not only save time and money but also provide stronger joints, perfect for the latest thinner sheets. Additionally, they ensure a safer workplace and customer environment by being free of styrene and isocyanates. To learn more, visit www.integra-adhesives.com.

A special thanks to FloForm Victoria and VI Granite & Quartz Nanaimo for their assistance with sourcing the materials that appear in this issue’s cover image.

Follow us on social media! @ISFAnow.org

@ISFAnow

6 • Vol. 17 / Issue 3 • International Surface Fabricators Association

@ISFA

46 Onboarding the Next Generation: A New Approach to Employee Orientation

Handling the new generation of employees requires a different approach to onboarding — an approach that focuses on engagement right from the start.

DEPARTMENTS 8 Editor’s Note 10 Calendar of Events 12 Industry News 14 Sales & Marketing 36 Sustainability Matters 48 Perspectives: Marissa Bankert 49 ISFA News 52 ISFA Associate Member Directory 56 Product News 58 Perspectives: Ted Sherritt

International Surface Fabricators Association • Vol. 17 / Issue 3 • 7

EDITOR'S NOTE

Artificial Intelligence: A Threat to Some, an Advantage for Many Artificial intelligence (AI) has rapidly emerged as one of the most transformative technologies of the 21st century. While its impact is widely felt across almost all sectors, its dual nature as both a threat and a boon cannot be overlooked. As it continues to evolve, AI is reshaping industries in unprecedented ways, creating challenges for some while offering new opportunities for others.

AI’s capability to perform tasks with high precision and efficiency has led to significant disruption in several traditional industries. One of the most affected sectors is manufacturing. The advent of AI-powered automation and robotics has revolutionized production processes, replacing human labor with machines in many instances. This shift has resulted in job losses, particularly for low-skilled workers whose roles are increasingly being performed by robots. For example, assembly line jobs that once required human intervention are now managed by AI-driven systems that can work around the clock without fatigue.

While AI poses a threat to certain industries, it simultaneously elevates others, particularly the construction and remodeling industry. AI technologies enhance planning, project management and safety. Drones and AI-powered software are used to survey sites, monitor progress and ensure adherence to safety protocols.

AI’s integration into the fabrication industry has also brought about a paradigm shift in worker safety. Through predictive maintenance, improved ergonomics, environmental monitoring, automation of hazardous tasks, enhanced training and real-time analytics, AI is making our shops safer and more efficient. On the business side, it helps us improve communications, manage employees, track jobs and more (page 24). Doesn’t sound like a threat to me.

That’s because the core of the work still relies heavily on skilled humans. As AI takes over administrative and planning tasks or automates fabrication, there’s still a skilled worker behind the machines, who now can focus on the craftsmanship and technical aspects of their trades, leading to higher-quality outcomes and increased demand for their expertise.

That said, the dichotomy of AI as both a disruptor and 8 • Vol. 17 / Issue 3 • International Surface Fabricators Association

an enhancer necessitates a strategic approach to workforce development. Industries facing disruption must invest in retraining and upskilling their employees. Governments and educational institutions play a crucial role in this transition by providing accessible training programs that equip workers with the skills needed for emerging roles in the AI-driven economy. This issue’s fabricator profile features GMD Surfaces of Mokena, Illinois (page 38). Owner Omar Chahin has leveraged automation, AI and a group of industrial engineering students to help him harness the power of technology to improve his workflow. Pretty smart.

AI’s impact on industries is a complex interplay of threats and opportunities. While some sectors experience displacement and disruption, others, particularly skilled trades, see growth and elevation. The key to navigating this transformation lies in adaptability, continuous learning and strategic workforce development. As AI continues to advance, embracing its potential while mitigating its challenges will determine the future landscape.

Through a balanced approach, industries can harness AI’s power to enhance human capabilities, drive innovation and create a more resilient and dynamic industry.

As a writer, I am not threatened by AI. I often use ChatGPT, and I’m not ashamed to admit it. There’s no pride or authority lost in working smarter, not harder. I use it as a sounding board, a fact finder that helps me capture general information that inspires me down a creative path. I bounce ideas off it, spin phrases, and ask for rewrites to find more creative hooks. I do this so I can focus on the tasks that only I can complete.

For example, I asked it to “Write 10 headlines about a software and technology feature for fabricators” (page 28). In 3.5 seconds, it spit out 10 clever(ish) headlines back at me. None of them was what I wanted, but the results helped me look at different word usage and phrasing that could have had me brainstorming all afternoon. It’s a tool in my arsenal that fosters efficiency, but it cannot fully replace what I produce, which still requires the unique perspective and context I have that comes from living and breathing in this industry.

International Surface Fabricators Association • Vol. 17 / Issue 3 • 9

CALENDAR OF EVENTS

2024

Submit your event for consideration in Calendar of Events by emailing Editor Sarah Peiper, Sarah@ISFAnow.org.

International Manufacturing Technology Show September 9-14 Chicago www.imts.com

Solid Surface Fabrication Training October 22-23 Boston www.ISFAnow.org

ISFA Fabricator Forum September 11-12 St. Louis www.ISFAnow.org

BACA BASH by BACA Systems November 6-7 Orion Township, Michigan www.bacasystems.com

ISFA MemberConnect Meeting September 19 Virtual www.ISFAnow.org

Texas Stone Summit: Know Your Business November 7 Arizona Tile Dallas www.naturalstoneinstitute.com

Ohio Stone Summit: Dynamic Intentionality September 19 MSI Surfaces Columbus, Ohio www.naturalstoneinstitute.com

ISFA Annual Conference November 6-8 Miami www.ISFAnow.org

Cersaie September 23-27 Bologna, Italy www.cersaie.it

ISFA MemberConnect Meeting November 14 Virtual www.ISFAnow.org

Marmomac September 24-27 Verona, Italy www.marmomac.com

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

ISFA Porcelain Fabrication Training September 26-27 Austin, Texas www.ISFAnow.org

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

Digital Stoneworking Expo by Park Industries October 4 Honolulu www.parkindustries.com/dse

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

POLYCON 2024 October 7-9 Springfield, Massachusetts www.theicpa.com

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

Washington Stone Summit: Fabricator Town Hall October 10 MSI Surfaces Kent, Washington www.naturalstoneinstitute.com

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

Chicago Build Expo October 22-23 Chicago www.chicagobuildexpo.com Kitchen + Bath Canada 2024 October 22-24 Mississauga, Ontario www.kbcexpo.com

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Coverings 2025 April 29-May 2 Orlando www.coverings.com HD Expo+Conference May 6-8 Las Vegas www.hdexpo.hospitalitydesign.com

International Surface Fabricators Association • Vol. 17 / Issue 3 • 11

IN THE INDUSTRY New Angi Report Finds Nearly 90% of Skilled Tradespeople Satisfied in Their Careers A recent report by Angi, a comprehensive solution for

find more quality skilled workers, and nearly 40% of pros

improving and maintaining homes, highlights a trend that

said they could not find employees to fill open positions.

stands in stark contrast to anxieties in many sectors: high job

In order to attract employees, pros said they were offering

satisfaction in the skilled trades.

According to Angi’s data, 90% of tradespeople are satisfied with their careers. “Jobs across industries — from software development to media to research to education — could face job loss as a result of AI, but skilled home professionals are resting easy,” said Angie Hicks, co-founder of Angi. “The significant majority have no concerns about AI taking over their jobs; in fact, half of the pros we surveyed are excited

incentives like health insurance, above average wages and flexible work schedules.

• Younger generation outlook: Nearly 70% of tradespeople view the labor shortage as a problem vs. 77% since the pandemic. Workers aged 25-44 tend to be more optimistic about the future of the shortage, yet they are more likely to say younger people are not joining the trades due to

to see how AI innovation can help them serve homeowners

stigmas surrounding trade roles.

better.”

• Solutions: Pros cited the top two reasons for scant

Key findings: • Safe from AI: 65% of surveyed pros believe that their job

entrants to these fields as a lack of exposure to trade careers paths in high school and historical stigma. Sixtyfive percent of pros said increased investment in high

in the trade labor market is safe from being threatened by

school trade preparation programs would help address

AI while only 11% have concerns.

this; 54% felt more should be invested in trade schools.

• Job satisfaction: 90% of tradespeople are satisfied with

The Report identifies a pressing challenge — a skilled

their choice of work, increasing from 83% since the

labor shortage impacting the industry. To read the full Skilled

pandemic. Labor shortage woes: Over 66% of pros agree

Trades in America Report, visit www.research.angi.com/

that they would be able to grow their business if they could

research/__skilledtrades/.

Park Industries Heads to Paradise for the Next Digital Stoneworking Expo Park Industries will hold its upcoming Digital

and Todd Branson Stoneworks) and see the JAVELIN,

Stoneworking Expo (DSE) on October 4, 2024, in Honolulu,

SlabVision and more in action.

Hawaii. This highly anticipated event will provide countertop

• Educational sessions with experienced fabricators.

fabricators with an unforgettable island experience filled with education, machine demos and exclusive tours of local fabrication shops.

For over 15 years, Park Industries has been hosting Digital Stoneworking Expos across the country, bringing

• Interactive workshops on mitering, the digital process and more.

• Engaging roundtable Q&As. “We are thrilled to bring the Digital Stoneworking Expo

together industry experts and fabricators to share knowledge,

to Honolulu,” says Meagan Hegland, national sales director.

network, and experience live demonstrations of cutting-edge

“DSEs have always been about providing fabricators with

CNC machinery. The upcoming DSE in Honolulu promises

the tools and knowledge they need to succeed, and we look

to continue this tradition, offering valuable insights and

forward to engaging with fabricators in such a vibrant setting.”

educational sessions tailored to help fabricators grow their businesses and stay competitive in an evolving market.

There is no charge to attend the Digital Stoneworking Expo, but space is limited and expected to fill up quickly. For the

Event Highlights include:

event agenda, the latest updates and to register, visit

• Tour digital stone fabrication shops (Top Priority

www.parkindustries.com/dse.

12 • Vol. 17 / Issue 3 • International Surface Fabricators Association

IN THE INDUSTRY ZOLLER Open House Builds Momentum for IMTS 2024 The ZOLLER Open House and Technology Days in June drew manufacturing professionals from across the United States, Canada and Mexico to the company’s headquarters in Ann Arbor, Michigan, to explore solutions to enhance efficiency.

This year’s event featured customer success stories, expert talks and demos of ZOLLER presetting, measuring, inspection, heat-shrinking, balancing, tooling, automation and tool management solutions.

The event also offered a preview of the ZOLLER booth for the International Manufacturing Technology Show (IMTS) to be held September 9-14 in Chicago. Open House attendees watched a sneak peek video of the »coraMeasure LG« automated tool measurement system that will make its North American debut at IMTS. “ZOLLER’s nearly 80-year history of pioneering solutions that drive manufacturing excellence is rooted in our dedication to our customers,” said ZOLLER President Alexander Zoller. “Those who attended our Open House experienced first-hand our passion for supporting customers on their journey to greater efficiency. We look forward to continuing this journey at IMTS.” To emphasize the “Integrate. Success.” theme of the Open House, customers shared powerful accounts of ZOLLER technology transforming their manufacturing processes. The event further underscored the importance of partnerships ZOLLER has cultivated to expand the application of its technology, as well as prepare young people for careers in manufacturing. A panel discussion with education partners from Washtenaw County, Michigan, highlighted ZOLLER apprenticeships, internships and other initiatives to train and mentor the next generation.

Cutting Edge Countertops Acquires L.E. Smith Company Cutting Edge Countertops, a premier countertop fabricator for

combined customers and their growing needs.”

the Midwest with five showrooms and three service centers across

Cutting Edge Countertops has experienced steady growth

Ohio, Michigan and Indiana, recently announced the immediate

since opening its doors in 2006. The company expanded its service

acquisition of L.E. Smith Company, known as a leading laminate

area through a strategic acquisition in 2016 to include locations in

fabricator since 1950. The acquisition expands Cutting Edge

Noblesville and S. Indianapolis, Indiana, and Wixom, Michigan.

Countertops’ ability to serve the commercial market through the

This was followed by an additional acquisition in 2022 in Delaware,

fabrication and installation of hard surfaces, while also expanding

Ohio, to expand its footprint into the Columbus and Dayton

the product offering with laminate and solid surface in multi-family

markets.

commercial work.

“L.E. Smith appealed to Cutting Edge Countertops as part of our

Growth in the commercial space continues as young families are starting out and empty nesters downsize. Demand for multi-

strategic growth plan, similar company values and deep roots in the

family housing has increased to 31% of all U.S. housing, according

commercial space,” said Brian Burns, Cutting Edge Countertops’ co-

to the National Association of Home Builders. Multi-family homes

owner and founding partner. “We are excited to welcome the L.E.

are providing a more affordable housing option that often include

Smith employees to the Cutting Edge Countertops family.”

communities with fitness centers, community pools and other

“Cutting Edge Countertops is a perfect fit for L.E. Smith,“

amenities.

commented Mari Ivan, L.E. Smith CEO. “Our current offerings

The acquisition adds 65 L.E. Smith employees to Cutting Edge

of laminate and solid surface will be enhanced with hard surface

Countertops’ workforce. L.E. Smith will continue to operate under

materials including granite and quartz to further serve our

its current name, as a subsidiary of Cutting Edge Countertops.

International Surface Fabricators Association • Vol. 17 / Issue 3 • 13

SALES & MARKETING

Mastering Sales Management: The Road to Sustainable Success

By Ed Young, Fabricator’s Business Coach

Sales management isn’t just about closing deals; it’s the

getting the order depends on successful prior events. Sales

backbone of any successful business operation. From setting

management is about managing those events and the people

targets to motivating your team, effective sales management

who perform them effectively.

is the key to driving revenue, fostering customer relationships and ensuring long-term growth. However, in today’s competitive landscape and uncertain economic climate, simply having a sales team isn’t enough. It’s crucial to master the art of sales management to maximize your team’s potential and propel your business forward.

The Significance of Sales Management Sales management encompasses a wide range of activities, from setting objectives and forecasting to motivating and empowering your sales team. It’s the engine that drives your business forward, fueling growth and profitability. A wellmanaged sales function generates revenue and builds strong customer relationships while enhancing brand loyalty and driving innovation. Effective sales management is essential for staying ahead of the competition and achieving sustainable success.

Many business owners struggle with managing their salespeople because they think salespeople are different or that making a sale is an isolated event. The truth is that salespeople

Lead Generation The sales process starts with lead generation. Typically, that includes social media ads, digital ads, email campaigns, traditional marketing and outside sales calls. Tracking metrics for each activity is essential.

Which social media and online ads generate the most clicks, form submissions and leads? What are the response rates to your email campaigns? How many sales calls are your outside salespeople making, and how many are successful?

How is your lead acquisition cost trending? Tracking and trending these metrics will help you evaluate and improve your lead-generation process.

Following Up Follow-up is where most fabrication shops blow it. They will do many of the right things to generate new leads but fail to follow up on them.

To manage the follow-up process well, you need to define

aren’t any different than the rest of your employees. They

your process. What happens when you get a new lead? How

need to know what is expected of them; they need goals; they

quickly do you follow up? What is your follow-up process?

need real-time feedback on performance; they want to do

How much of that process is automated (text, email) and

meaningful work; they want to be recognized and rewarded

personal (phone call, visit)? What is your follow-up sequence

for their contributions to the company.

and timing (the order of texts, emails, and calls, and how far

Define Your Sales Process Making a sale is not an isolated event. It is the culmination

apart)? At what point do you consider the lead dead, and what happens to the lead then?

Tracking follow-up timing along with successful contact

of a process — a series of events. Just like a successful

rates by salespeople is a great way to manage this phase of the

countertop installation depends on successful prior events,

sales process.

14 • Vol. 17 / Issue 3 • International Surface Fabricators Association

SALES & MARKETING ensuring accountability. Using a CRM is the key to managing

Quoting It’s obvious that you can’t get orders if you don’t generate quotes. How many quotes do each of your salespeople create each day? What is the average quote amount? What is the total quote volume each day, and is it enough to keep your shop well-fed? Breaking down this data by market segment, material type, quote amount, and salesperson will give you great insights into how well your process is working and where you need to improve. Note that follow-up is just as important after the quote as after receiving the initial lead. Tracking the

data and keeping the emotions and assumptions out of the management process.

The Power of Coaching In addition to the follow-up activities that are part of the sales process, following up on the performance of individual salespeople is a must. You can set expectations, communicate and train process attributes and track data. Simply making individual performance data visible can help raise awareness

same metrics here is critical.

and create some friendly competition. However, you must

Conversion

opportunity to improve their performance.

Many shops have an idea of their average quote-to-order conversion rate. However, few actually track the data and trend it over time. Breaking this data down by salesperson, market segment, material type, and amount can give you valuable insights into which markets are the most lucrative for

also check in with salespeople frequently, or you will lose the When an individual isn’t performing well, a lack of coaching support can create a “doom loop” of decreasing performance. Use the data to create teachable moments where the salesperson is motivated to improve. Structure your coaching time by understanding which part of the process

your business.

the person struggles with. A little role-playing to practice

Setting Expectations: The Key to Success

performance.

the preferred behaviors can produce strong improvements in

Setting clear expectations is crucial for aligning your team’s efforts and driving performance. Define your objectives, processes and performance metrics in detail. For example, when it comes to quote follow-ups, outline each interaction’s

Unleashing Your Sales Potential Effective sales management is a multifaceted endeavor that requires clear expectations, consistent follow-up and the use

timing, communication methods and content. Documenting

of technology to maximize efficiency. By setting clear goals,

these expectations ensures clarity and accountability within

documenting expectations, and implementing structured

your team.

follow-up processes, you can unlock the full potential of your

Communication is key. Share the documented processes

sales team. In an uncertain economic climate, mastering the

with your team, solicit feedback, and provide ongoing training

art of sales management is the key to sustaining growth and

and support. Effective follow-up involves regular feedback on

success. So, embrace the power of effective sales management

performance and maintaining accountability. Solid tracking

and watch your business thrive in today’s competitive

systems, such as Customer Relationship Management (CRM)

marketplace. C

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software, are essential for monitoring performance and

Ed Young is the owner of Fabricator’s Business Coach, a consulting firm designed to strengthen and elevate fabrication shops of all sizes. A former shop manager, Ed fully understands the challenges of today’s professionals. He has consulted with a range of businesses, from one-person startups to international Fortune 100 corporations, covering a broad array of products and processes. As a result, Ed knows that each business needs an appropriate structure for its unique situation. To learn more about how Fabricator’s Business Coach can take your shop to the next level, visit www.fabricatorscoach.com or reach Ed directly at Ed@fabricatorscoach.com.

CA B DV International Surface Fabricators Association • Vol. 17 / Issue 3 • 15

SALES & MARKETING

2025

Synchronize Your Sales and Marketing System for 2021 Controlled Growth

2023

2024

2022

By Mark Phelps, Synchronous Solutions

Many fabricators in the surfacing industry have had

Synchronous Flow is about designing the sales and marketing

tremendous success using Synchronous Flow to improve their

process that allows you to regulate the flow of leads and manage

businesses from a production standpoint: reducing lead times,

how effective the process is at achieving the company goals. The

improving first-time quality and more. But can you apply

first step is to know the limits of the process. How many people

Synchronous Flow to the marketing and sales side of your

can say, “Hey, I’m interested,” before the process breaks down? If

business? The answer is yes!

one person says they’re interested, OK, no problem. If 100 people

Synchronous Flow is the science of improving flow as it relates to information or material. Flow problems exist in all areas of your life. You experience these problems whether you are dealing with rush hour traffic, waiting in queue at your local DMV, or trying to pay your bills and needing a check to clear. The big challenge is trying to accomplish all you set out to get done with limited time and availability. Synchronous Flow brings an array of procedures, policies, tools and techniques to transform the business process from a chaotic, reactive, out-ofcontrol process into a disciplined, proactive and fully-in-control business system. If you’re familiar with Synchronous Flow as it applies to production, then you will see the same concepts applied to sales and marketing.

Perfecting Flow in Sales and Marketing In sales and marketing, the focus is on the flow of information and people — customers. In this case, leads, prospects, and customers are your raw materials and the communication that occurs between them and your company representatives is the information.

When you run a marketing campaign, your goal is to

say they’re interested in a single day, could you handle all those leads with your current process and staff?

It’s crucial to understand: What is the limiting resource? How much is too much for our receptionist to handle? How much is too much for our sales team to handle? What is the constraint to processing new leads and producing quotes effectively? If you overload the production system, it will go into chaos; the same thing will happen if you overload a sales and marketing system.

How do you measure success? One way is to look at quotes.

You can see how many leads are coming in, so you should be able to track those quotes and follow-ups. If you see a bottleneck, identify the constraint: • What is the capacity of the team?

• What would enable the team to do more?

• What are some limits in the process?

With these insights, you can start to (re)define the process from that point forward. The goal is to improve your process continuously.

Your marketing system should get better and better. Every dollar spent on marketing should result in more quotes. Every

generate leads. When a lead comes in, you want to ensure they

team member in marketing should be able to handle more

are nurtured as quickly as possible. It’s essential to build a process

demand from the market.

and train your staff to be effective at it. Maybe you have someone

An important thing to understand is what’s constraining your

who answers the call promptly, or you have an email inbox that

ability to respond appropriately to incoming calls. If someone

gets monitored. The marketing process is about getting in front

inquires about a quote on a countertop project and you don’t

of people in your target market and engaging with them in a way

respond to them in an hour or two, chances are they’ve already

that makes them want to do business with you.

called someone else, and you may have lost that lead. You need

16 • Vol. 17 / Issue 3 • International Surface Fabricators Association

SALES & MARKETING to be able to monitor your capacity and your incoming calls and

and your business to the next level. Equally important, or maybe

make sure that you have sufficient capacity to answer the phone

even more important, is what Synchronous Flow has to say

and respond in the timeframe that the customer expects — as

about pricing strategies.

soon as possible, on demand.

The Right Tasks in the Right Roles Outside sales is about getting new B2B relationships. One of the biggest constraints I see is that an employee is preoccupied with tasks that are not generating new relationships — the crux of their role. For example, I’ve seen outside salespeople responsible for assembling and delivering the samples and maintaining the sample racks. That is not developing new relationships. From a Synchronous Flow standpoint, what is your outside salesperson doing that’s not directly related to developing new relationships? Once you have identified those tasks, apply the process to figure out how to offload them to someone else so that your salesperson can focus solely on building relationships.

Another thing you don’t want your outside salesperson to do is create the paperwork associated with those relationships.

Someone really good at talking with people is not always good at documenting the details in your CRM. So, you might need to consider offloading that work so they can focus on what they do well.

Most businesses run off margins, but that thinking can get you in trouble. There is a perception that there is a certain margin a business needs to earn. Understanding what profitability really means and what relative profitability of jobs means is a game-changer.

Once you understand the relative profitability of jobs and what it takes to be profitable, you can empower your salespeople to go out there and buy new customers. How you do this is through aggressive pricing strategies in new markets. Once you’ve built the relationship, over time, you can gradually work the pricing structure up to your regular pricing. Leverage your capacity during a down market or slow times of the year.

The Ebb and Flow of the Marketplace One thing that I keep hearing from fabricators is that their constraints are moving from internal to the marketplace. Lots of you went out and hired people and bought new equipment during the pandemic boom, and you’re noticing it’s getting harder and harder to close deals. Yes, there is less demand in the marketplace than there was, but there is still way more demand than any of our clients can serve on their own. If you’re reading this article, you likely have not maxed out your marketplace.

Pricing Strategies and Profitability Whether they’re inside or outside sales, Synchronous Flow has a lot to offer in terms of how to focus and take your capacity

The market is still ample. Fabricators are still making money.

There’s plenty of business out there. Success depends on how you innovate your processes to make room for opportunities for growth — no matter what the market is doing. C

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Mark Phelps is an owner of Synchronous Solutions, a firm dedicated to helping fabricators maximize their bottom line while on the continuous pursuit of excellence. Synchronous Solutions has helped over 100 fabricators build competitive advantages in their marketplace and grow to break new records, achieving financial control and life balance for their ownership and teams. To learn how Synchronous Solutions can help your business, visit www.synchronoussolutions.com.

CA B Have a new product or service announcement?

ISFA can help you get the word out! Send press releases to Editor@ISFAnow.org or visit www.ISFAnow.org/advertise for more information about our marketing channels.

International Surface Fabricators Association • Vol. 17 / Issue 3 • 17

SALES & MARKETING

Marketing ROI: Understanding and Optimizing Your Core Customer Journey

By Anthony Milia, owner of Milia Marketing

As a fabricator or surfacing industry professional, measuring the return on your marketing investments is critical to the success

recommending your company’s products or services to others.

Every customer who has purchased has gone through at least

and growth of your business. The key lies in understanding the

the first three stages of the customer journey. Many go through

core customer journey — the interactions that lead a prospect to

it in one day, and some might take a while, but if your business

become a loyal, raving fan.

meets their needs, they’re likely to hit all those points on their

What steps are involved in turning a prospect into a customer?

Where do they find out about your business? What actions do they take when they learn about you? What made them choose you?

How was their experience after working with you? Would they come back? Would they refer family and friends?

Understanding these different touchpoints is critical in understanding your target audience and maximizing your

journey.

A prospect might learn about your business through an advertisement, a social media post, or, most commonly, a recommendation. They might try to find out about your business by asking their friend, visiting your website or showroom, or requesting a quote. They’re trying to find out what services you provide, if your offerings are within their budget, what materials

marketing investments.

you sell and more.

Understanding the Customer Journey

product or service and can either move on from there, return for

A customer journey is the series of interactions and experiences a customer has with your business over time, from initial awareness to becoming a repeat customer. The key elements of a customer journey typically include: Awareness: How the customer first becomes aware of your products or services through advertising, referrals or online searches.

Consideration: The research and evaluation phase, where the customer gathers information to decide if your company’s offerings meet their needs.

Conversion: The point where the customer takes action, such as making a purchase, signing up for a service, or requesting a consultation.

Retention: The customer’s ongoing relationship and interactions with your business after the initial conversion, including repeat purchases, support and brand loyalty.

Advocacy: When satisfied customers become brand advocates, 18 • Vol. 17 / Issue 3 • International Surface Fabricators Association

If they’re satisfied with what they find, they’ll pay for the more, or refer a friend.

It’s actually a simple process, so why isn’t every shop locking down customers and closing new deals? The answers are simple: competition and a poor understanding of customer behavior — the customer journey.

The Essence of Optimizing Your Customer Journey At every stage of the customer journey — awareness, consideration, conversion, retention and advocacy — different businesses take different actions and achieve different results.

Let’s compare two countertop shops in the awareness stage of the customer journey.

Company A: • Has a referral program that incentivizes previous customers whenever they bring a new customer.

• Employs data-driven, programmatic ad campaigns.

SALES & MARKETING • Deploys engaging social media content that showcases their

• Social media brings in 25% of new awareness.

work and brand personality.

• Their programmatic ad campaigns drive 20% of leads.

• Has strategic partnerships with local home design influencers

By closely monitoring the performance of each awareness-

and bloggers.

building tactic, the company can understand which strategies

• Leverages search engine optimization (SEO) strategy to rank

are most effective at attracting new customers. This allows them

highly for relevant keyword searches.

• Has a presence at local home shows, trade events and community gatherings.

• Has attention-grabbing outdoor/billboard advertising in high-traffic areas.

• Optimizes their Google My Business listing and other local directory profiles.

Company B: • Has a billboard advertisement about the business.

• Has an unoptimized website.

• Has an inactive social media account.

Considering the positions of these two businesses, potential

to double down on the highest-performing channels, fine-tune underperforming tactics, and make more informed decisions about where to allocate their marketing resources Similarly, the company would want to analyze the effectiveness of strategies at the consideration, conversion, retention and advocacy stages. Some key metrics they may track could include: Consideration Stage:

Conversion Stage:

• Website engagement and conversion rates.

• Lead generation from product visualization tools.

• Customer questions answered by the sales team.

• Online booking/ purchase completion rates.

• Revenue generated from sales calls.

• Upsell/cross-sell percentages.

customers are more likely to discover Company A than Company B because Company A is taking a more comprehensive and strategic approach to building awareness.

But does that solve the problem of maximizing your marketing dollars? Well, not quite. That’s because the awareness stage is only one out of five in the customer journey. What about the other stages? Are you making it easy for customers to find, reach and buy from you? What exactly is working and what isn’t?

Retention Stage:

Advocacy Stage:

• Customer satisfaction and loyalty program participation.

• Repeat purchase rates.

• Average customer lifetime value.

• Online review sentiment and volume.

• Referral program conversion rates.

• Customer testimonials featured on the website.

Tracking Your Customer Journey: What it Means for Your Business

By deeply understanding the customer journey and the

The comparison above shows that Company A has a more

unique impact of each strategy, you can continually optimize your

comprehensive approach to building awareness than Company B.

approach to drive maximum awareness, consideration, conversion,

However, not all of those methods would bring the desired results.

retention and advocacy. This data-driven, customer-centric

Tracking the customer journey begins with breaking down the customer journey into several touchpoints within each stage and analyzing the results each touchpoint delivers.

For example, Company A uses eight strategies to help prospective customers discover their business. However, they might realize after a thorough analysis that: • Their website, through a robust SEO strategy, is where 30% of

mindset gives you a significant competitive edge.

How Can You Track the Customer Journey?

Tracking your customer journey involves monitoring and analyzing the various stages a customer goes through, from initial awareness to post-purchase behavior. Here are some key steps to effectively track the customer journey:

their leads originate.

• Identify Touchpoints: Map out all potential touchpoints

• Their referral program helps them capture 25% of leads.

where customers interact with your brand, including online International Surface Fabricators Association • Vol. 17 / Issue 3 • 19

SALES & MARKETING ads, social media, website visits, email campaigns, customer

• Evaluate and Adjust: Regularly review the data and insights

service interactions and in-store visits.

gathered to evaluate the effectiveness of your customer journey

• Set Up Analytics Tools: Use tools like Google Analytics,

strategies. Adjust as needed to improve the customer experience

systems like ActionFlow, StoneApp, Measure Square, and specialized customer journey mapping tools like HubSpot to collect and analyze data at each touchpoint.

• Track Customer Interactions: Implement tracking codes or customized links in digital marketing efforts to see where customers are coming from and what actions they take on your website. Use heatmaps and session recordings to understand user behavior on your site.

• Analyze Purchase Paths: Examine the paths customers take

and drive conversions.

Harnessing the insights of digital marketing barriers and create a more simplified tracking approach that lets you track your different touchpoints at the various stages of the customer journey. Here are some ways to track effectiveness from first brand engagement through project completion: Brand Awareness and Engagement: • Track website traffic sources, bounce rates and time on site.

from initial contact to purchase. Look for common patterns

• Monitor social media engagement (likes, shares, comments).

and drop-off points using funnel analysis. Tools like Google

• Measure the effectiveness of advertising campaigns

Analytics Behavior Flow or Conversion Paths can help visualize

(impressions, clicks).

this data.

• Survey customers on brand recall and perception.

• Gather Feedback: Collect qualitative data through surveys, feedback forms and direct customer interviews. This helps to understand the motivations and pain points behind customer

Inquiry and Lead Generation: • Analyze form submissions, live chat inquiries and phone call

actions.

volume.

• Use A/B Testing: Conduct A/B tests on different touchpoints

• Track lead sources (organic search, referrals, ads, etc.) and

(like website landing pages, email subject lines or ad creatives) to determine which variations lead to better customer engagement and conversion rates.

• Monitor Social Media: Track social media interactions and mentions using tools like Hootsuite, Sprout Social or Brandwatch to understand customer sentiments and engagement.

• Integrate Data Sources: Combine data from various sources (website analytics, CRM, social media, customer service) into a single platform for a holistic view of the customer journey. Data integration platforms like Segment or Zapier can facilitate this

lead quality.

• Monitor lead response time and sales team productivity.

• Implement lead scoring to prioritize high-potential prospects.

Appointment Setting and Consultation: • Record appointment scheduling rates and customer no-show percentages.

• Evaluate consultation close rates and average deal size.

• Gather customer feedback on the appointment and

process.

consultation experience.

• Segment Your Customers: Segment customers based on

• Identify any friction points in the scheduling or consultation

demographics, behavior and purchase history. This helps in understanding different customer journeys and tailoring marketing strategies accordingly.

• Visualize the Journey: Create visual maps of the customer

process.

Project Conversion and Completion: • Track proposal acceptance rates and reasons for lost

journey using tools like Smaply, Lucidchart or Microsoft Visio.

opportunities.

These maps can help identify key touchpoints, pain points and

• Measure project timelines, on-time delivery and customer

opportunities for improvement.

satisfaction.

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International Surface Fabricators Association • Vol. 17 / Issue 3 • 21

SALES & MARKETING • Monitor post-project referrals, online reviews and repeat

• Leads Generated: 52

business.

• Consultations Booked (Qualified Leads): 38

• Analyze project profitability and identify opportunities to

• Projects Sold: 27

improve margins.

Ongoing Customer Relationship: • Evaluate customer retention rates and churn.

• Analyze customer lifetime value and upsell/cross-sell

• Average Project Value: $5,000 Now, calculate the customer acquisition cost (CAC), or the total expense incurred to acquire a new customer, by dividing the total marketing and sales costs (total campaign cost) by the number of new customers.

effectiveness.

$23,000 / 27 = $851.85.

• Gather feedback through surveys, reviews and customer

This means that you spent $851.85 to make a $5,000 sale.

interviews.

• Identify ways to strengthen loyalty and advocacy.

By closely monitoring these touchpoints across the customer journey, you can uncover valuable insights to optimize your marketing, sales and service strategies. This data-driven approach

Now, calculate the revenue generated from the campaign.

(Projects Sold × Average Project Value = Total Revenue) 27 × $5,000 = $135,000 Calculate the Marketing ROI

allows them to deliver a seamless, high-quality experience that

(Total Revenue / Total Campaign Costs = ROI)

maximizes customer acquisition, retention and advocacy.

$135,000 / $23,000 = 5.87

Calculating Your Marketing ROI You’ve spent thousands or even hundreds of thousands of dollars this year marketing your business, aiming to reach qualified

This means that for every dollar spent on the digital advertising campaign, the business generated $5.87 in revenue.

Calculate the ROI Percentage

leads, retarget warm leads and previous customers, and maintain

(Total Revenue – Total Campaign Costs / Total Campaign

your referral program. Now what?

Costs x 100)

To optimize your core customer journey, you must first understand which marketing efforts yield results and how much.

This understanding will enable you to decide which strategies to keep (if it’s great), discard (if it’s not working), or improve upon (if it has potential).

This leads to the question: How do you calculate your marketing return on investment?

Let’s assume your business ran a one-month digital advertising campaign with the following costs and performance: Campaign Costs: • Ad Spend: $20,000 • Ad Management Fees: $3,000 • Total Campaign Costs (Ad Spend + Ad Management Fees): $23,000 Campaign Performance: • Website Visits: 25,000 22 • Vol. 17 / Issue 3 • International Surface Fabricators Association

$135,000 - $23,000 = $112,000 $112,000 / $23,000 x 100 = 487% There are plenty of how-to marketing guides out there, but this one focuses on tried-and-true methods that are essential for every business. No, it won’t walk you through how to set up a social media page, but it will offer you the advice you can implement today to see results like more customers and better performance in your marketing.

The impact of effective marketing is staggering, but incredibly hard to get right. Only by learning from the successes and failures of businesses in recent history can we see a clear path to harnessing marketing’s true power. Reacting to the ever-changing environment around you and using it to your advantage is the best possible strategy.

Marketing Magnifier examines what crucial elements are required to propel your business by examining what has worked and failed for many modern organizations in real-life situations and how to apply them.

This is not just another marketing book … it is the key to growth above and beyond your expectations.

Filled with invaluable knowledge, advice and strategies, this book is a mustread for every business professional looking to climb to the top, carve out a market and bring in more business. Get your copy at www.miliamarketing.com/purchase-marketing-magnifier-book/.

SALES & MARKETING In this example, the return on investment using digital advertising was high, indicating a highly effective and profitable campaign.

Understanding this ROI is crucial for comprehending the customer journey, as it highlights the stages where marketing efforts are most effective. You can identify critical moments in the customer journey that drive engagement and sales by analyzing which touchpoints and interactions lead to high conversions and revenue. This insight allows for more strategic allocation of marketing resources, targeted improvements in customer experience, and refined messaging to enhance customer acquisition and retention.

The most successful businesses take a comprehensive, datadriven approach, diversifying their tactics to maximize visibility and lead generation while strengthening long-term customer relationships and advocacy. This holistic view of the customer journey is a critical competitive advantage in today’s crowded marketplace.

Ultimately, the ability to deeply understand and continually enhance the customer experience separates industry leaders from their competitors. Companies that prioritize this customer-centric mindset will be well-positioned to attract, delight and retain their ideal customers. C A B 2

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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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International Surface Fabricators Association • Vol. 17 / Issue 3 • 23

How Artificial Intelligence Can Improve Your Fabrication Business

By Tim Saddoris, president of Grand Onyx

Many surface fabricators think it’s too complex or they don’t have the technical chops to harness artificial intelligence, but

Level 2: Provide Data. AI can also help you sort data and find the key insights you need to make better decisions.

that’s not true. In a lot of ways, AI is easier than using Google

Product Comparison: Maybe you are trying to decide

— and even replacing Google in many cases. So, let’s dig into

between two different machines. You’re not an automation

AI and why it’s essential to understand what it can do in our

expert, and they look very similar. So, ask AI.

industry.

The Four Levels of AI for Business So, let’s look at the four levels of AI and how you can put it to work for your business.

Level 1: Ask a question. ChatGPT works by responding to

In seconds, you get the information to compare more easily.

The paid version of ChatGPT can go out to websites, pull information, and put together a chart like this:

user-generated prompts. Prompts are questions that you ask to get answers. Here are some examples of how this plays out.

Writing Friendly Past Due Notices: Let’s say you have a customer that is 90 days past due. Ask ChatGPT to write a fivesentence email with empathy, mentioning that you are a surface fabricator business and that they are one of your top customers.

It drafts the email in seconds.

While this may not be enough information to decide on a significant investment like this, it can give you a quick overview.

If you had a PDF of detailed specs, you could upload it and ask AI to go into greater detail. It’s an independent business consultant that can provide basic advice.

Creating Photos for Your Website or Sales Brochure: AI can generate photos. I had a customer who wanted to do inhome consultations for retail sales but didn’t have any photos for their website. So, we had AI generate them for us. The

You might also ask about the key things you should consider in making such a purchase and get a list of things you should think about. While the list might not be all-inclusive, it can help make sure you’re not missing something important.

examples below are all AI-generated and immediately improved the professional look on their website as they launched a new service line.

Contract Review: Contracts are often laden with lots of 24 • Vol. 17 / Issue 3 • International Surface Fabricators Association

legalese. Want a quick overview? Upload the contract and

business looking to hire skilled labor, so you need to do a

type in your prompt. ChatGPT will quickly scan all pages and

little more selling of what you have to offer to grab someone’s

provide you with a list to review, in order of importance.

attention. You might prompt ChatGPT with something like this:

Notice what we’re doing here. We are asking ChatGPT what information it needs to improve the quality of its output. In response, you’ll get questions you can answer to help hone the job description.

While it’s not going to replace your careful consideration or your legal adviser, we’re only in version 4 of ChatGPT. Future iterations will only get better. For now, think of it as a tool to help you focus on the big things.

Other ways you can use AI to help guide your business decisions include balance sheet analysis, customer sales trends, dent analysis, and material and inventory trends. Like the

Aswering these questions will create a more customized

contract example, you can upload the data and ask questions to

output that fits your business and gets people excited about

pull out insights or trends you might spend a lot of time parsing

joining up.

yourself or overlook entirely.

Level 3: Create an Avatar. Using AI, you can create an

Sales Training Sessions: Maybe you want to hold sales training for your team. By defining your avatar as vice president

avatar that acts a certain way. For example, almost nobody

of sales, you can ask ChatGPT for a training itinerary. One

in the fabrication business has a human resources manager.

of our clients did so and created a structured sales training

However, you still have to deal with human resources

strategy for a Saturday session. With prompting, It then helped

obligations.

break down the sessions, such as classifying customers when

Job Descriptions: Let’s say you need to write a job description. You can train ChatGPT with a sentence like, “You

they walk in your door, upselling, closing techniques and more.

Level 4: Process Automation. This is where you bring

are an HR manager for a surface fabricator.” Provide your

everything together. For example, I use an AI notetaker in all

website address, and it will learn about your business. Then, you

my meetings. It records the meeting.

can guide the AI engine in creating your job description. Now, when you ask AI to create a job description for an installer for your business, you might get a result like this:

At the top of the screen on the left, it even suggested next steps, ideas and open questions that need answering. About 10 minutes after the meeting concluded, it was delivered to my mailbox, letting me search and find key points quickly. Another example is shop floor efficiency. In this image, cameras are You can refine the output to get as detailed as you want.

monitoring baristas in a coffee shop. On the right side (blue),

Perhaps you want this to be more specific to your company

it’s tracking how many cups each barista produces. On the left

and how you do business. You’re competing with every other

(green), it tracks how long each customer has been in the shop.

International Surface Fabricators Association • Vol. 17 / Issue 3 • 25

Think about how this could apply to your fabrication business. Maybe it analyzes fabricator and forklift routes on the shop floor or tracks the amount of manual labor a job takes to ensure you get the margins you need.

Putting AI Into Practice How often have you overheard a conversation like this? A customer calls with a question like, “What time do you close?” The salesperson answering the phone says, “We close at 5,” and ends the call. That is not what you want to happen. They missed an opportunity to engage with a customer, get an idea of their project and set an appointment.

We can record and take the transcriptions of all the phone calls and ask AI to analyze all calls. By uploading the data (Level 2), AI can provide the data on what’s being discussed and whether your reps are following up with questions and setting appointments.

We then apply Level 3, which is creating an avatar. In this case, we might find a well-known sales expert you trust and ask ChatGPT to analyze the data in their style.

You can get a scorecard along with recommendations.

Bringing it all together in Level 4, you can create a way to improve performance. For every incoming call, you can score calls based on the key questions your AI avatar expert says you need to ask.

Now, let’s score a new call based on these questions.

Here’s a typical conversation between a potential customer and Greg, your sales rep: 26 • Vol. 17 / Issue 3 • International Surface Fabricators Association

Agent: Good morning. This is Greg. How can I help you?

Caller: Yes, I was wondering what your price ranges are for granite countertops.

Agent: I would say they probably start at about $100 per square foot, templated and installed, and certainly go up from there.

Caller: Got it. And do you offer financing?

Agent: We do not.

Caller: OK, thank you. Bye. In this quick conversation — based on the things you want your salesperson to do here — you can score performance on each question and see that they clearly failed.

By doing this on each call, you can help Greg develop the right habits, providing concrete feedback about whether they are following your sales process and drawing customers into the sales funnel.

AI isn’t going to replace Greg. You need that authenticity and human connection, but AI can work as a teaching agent to help improve your sales process.

Other AI Opportunities on the Horizon But wait! There’s more! In this constantly evolving landscape, new developments are unfolding. Here are some AI opportunities that we think can have a big impact on this business: • Improving your closing rates: analyzing thousands of calls

to find top performers and uncover what they do to generate sales.

• Saw scheduling: pulling data out of your system and helping automate scheduling.

• Inventory predictions: better demand forecasting and inventory reorder points.

• Shortening installs: how you manage client scheduling and reminders.

• Shop floor and efficiencies: optimizing your workflow and improving your margins.

The bottom line: You cannot afford to be left behind when it comes to AI. Many of you in the fabrication business were around before computers or smartphones with cameras, and now those are cornerstones to everyone’s success. AI is the next tool that can help you in ways you never imagined.C A

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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.

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International Surface Fabricators Association • Vol. 17 / Issue 3 • 27

Workflow Wonders: Software Innovations for Surface Fabricators

By Sarah Peiper The surface fabrication industry relies on software and technology solutions to enhance efficiency, precision and creativity. Here are a dozen of the most popular solutions used in this industry, designed to streamline processes, monitor material inventory, track jobs, review metrics and provide a richer experience for your customers — all of which lead to better margins and more sales.

ActionFlow Countertop Fabrication Management Software ActionFlow’s intuitive countertop fabrication software simplifies operations through automated task management, end-to-end tracking, and centralized, cloud-based data storage.

The advanced insights you gain with our solutions empower you to make better decisions for your business and minimize chaos and disorganization.

Key functionalities include customer relationship management and project management, allowing users to create, assign, and monitor tasks and milestones throughout the fabrication process. Inventory management is another crucial feature, enabling users to keep track of materials, supplies and equipment, ensuring that resources are available when needed.

ActionFlow also excels in production scheduling, providing tools to plan and organize production workflows, assign jobs to specific machines or workstations, and track progress in real time. Its integration capabilities allow seamless communication with other software systems, such as accounting and CAD, ensuring a cohesive workflow. Learn more at www.actionflow.net.

Flexijet Stone Software: Precision Angle Measurement Innovation

In stone fabrication,

FreePower for Countertops FreePower provides an approach to powering

accuracy is nonnegotiable.

devices, eliminating

Flexijet Stone software

the limitations

offers easy and precise measurements, from wall cladding to

of traditional

countertops. Measuring digitally with Flexijet cuts out guesswork,

charging pads. This

capturing exact scribes even on uneven surfaces. The built-in camera

proprietary technology allows for true position-free charging,

ensures clarity for design and installation.

enabling multiple devices to charge simultaneously anywhere

The new and improved “Find angles between pieces” feature

on the surface. It supports a wide range of devices, from

enables operators to easily find angles between complex surfaces and

smartphones to wearables, making it versatile for personal

stamp them onto drawings.

and professional use.

Complex projects with multiple planes interacting were

Physical spaces are always built with longevity in mind, so

challenging in the past. With Flexijet 3D, measure surfaces in 2D

future-proofing embedded technologies is crucial. FreePower’s

and visualize them coming together in 3D to understand how the

firmware is upgradeable over the air, allowing it to adapt to

pieces meet. Flexijet 3D allows operators to measure complex projects

evolving needs and advancements. It provides peace of mind

efficiently and accurately with multiple angles for cut and assembly.

that this solution will stand the test of time and deliver long-

Flexijet Stone reduces trips, minimizes risk and boosts profitability. For more information, visit www.myflexijet.com/stone.

28 • Vol. 17 / Issue 3 • International Surface Fabricators Association

term value to clients. Visit www.freepower.io to discover how you can embed this technology into your next project.

Job Well Done Job Well Done is a comprehensive software solution designed to enhance communication and streamline operations fabrication workflows. It significantly improves communication between field crews and office staff, ensuring information flows smoothly and efficiently. Integrating with Moraware Systemize, Job Well Done reduces reliance on paper, facilitating a more organized and ecofriendly workflow.

Key features include Job Well Done Field and Job Well Done Dox, which provide easy access to job information. Users can log in from any mobile device to view all relevant job details. Job Well Done Ping automates communication through companybranded texts and emails for appointment reminders and post-job follow-ups. For more information, visit www.jobwelldone.com.

LT3Raptor by Laser Products Industries (LPI) LT3Raptor is a new digital templating platform designed with a robust cloud-based management hub to make you faster and more efficient in templating and other areas of your process, including job management, programming and more.

This new platform encompasses myriad functions and tools subscribers can access, including LT3Raptor, LPI Cloud, StoneTag label system and LPI Learning Management System. This evolution is designed to revolutionize LPI’s customer experience, bringing continuous innovation, efficiency and seamless collaboration now and in the future to help grow and sustain their businesses. If you are interested in learning more about LT3Raptor, visit www.lt3raptor.com Moraware Moraware’s tools help countertop fabricators easily create quotes confidently and keep everyone (at the office and in the field) on the same page about every job in the schedule.

With CounterGo, simple drag-and-draw features are used to build precise countertop drawings and calculate costs immediately. Create, print, and show professional quotes on the spot, and easily adjust quotes if needed. Moraware also integrates with QuickBooks.

Systemize is an all-in-one-place job scheduling, viewing and management tool. With Systemize, you’ll see every job — and its status — in one master list. See what’s happening, when and where with color-coded calendars for templates, fabrications and installations. See where your crews are working (and where they’re working next) so you can assign jobs more efficiently.

Moraware’s tools are web apps, so there’s nothing to install. You can use a desktop, laptop, tablet or even your phone.

Moraware works on a month-to-month contract with no hidden fees or setup costs, and the company offers unlimited support.

Learn more at moraware.com.

PHOTOTOP 5 by Fabricator’s Choice PHOTOTOP 5 from Fabricator’s Choice just keeps getting better with added capabilities. Functionalities include the ability to auto-create miter strips, autocreate lamination, auto-dimension on PDF output and more. PHOTOTOP 5 makes templating fast and accurate, making the program easy to use. Professional training and online support are available. Integrate templating with office inventory, job management systems and shop equipment. Multiple software licenses are not required to expand PHOTOTOP 5 to additional templaters. Simply order ORGANIZE Field Kits, which include a laptop, camera and markers. The exclusive Organize On-site Tool provides immediate confirmation and file delivery of the most highly detailed digital templates in the business. For more information, visit www.fabchoice.com.

International Surface Fabricators Association • Vol. 17 / Issue 3 • 29

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Prodim Factory Software Prodim Factory Software connects field, office and production teams. With four available versions of the software with increasing levels of functionality, businesses can choose the software that best matches their requirements. For instance, the innovative Factory Draw Advanced provides an easy as-is multiple-plane design with insightful 2D and 3D views and solid collision alerts. By entering details like the material type, thickness and glue offset, Factory Draw Advanced can be used to make calculations, identify potential problems and make design decisions.

With Factory Full Fabricator, you can even build your digital slab library and match all your slabs in your designs. Prodim’s Factory Fabricator is the complete solution for exactly what it says: Fabrication! For more information and demonstration videos, visit www.prodim-systems.com.

The Slabsmith System The Basic Bundle of the Slabsmith System includes all essential features and modules necessary for efficient countertop fabrication management. Key functionalities encompass inventory, layout, digital slab creation and more, ensuring a streamlined workflow from start to finish.

Slab Maker is a core component that creates accurate digital slab inventories. It ensures dimensional accuracy and color consistency, minimizing the need for remakes. Slab Maker’s digital inventory facilitates live website updates and allows users to search slabs by size, view stock levels, see committed slabs, and customize queries for sales, manufacturing or accounting purposes. The system can automatically calculate slab values and adjust them when slabs become remnants, providing detailed inventory insights. Perfect Match is the layout software that simplifies arranging slabs. It allows effortless clicking and dragging to position counters and shapes for optimal yield. Job Manager organizes and provides information on all Slabsmith jobs, offering a complete history of processed jobs. Users can find slabs committed to a job, view customer information, change layout statuses and get yield statistics.

To learn how you can decrease operating costs while increasing yield using Slabsmith, visit www.slabsmith.com.

SlabVision by Park Industries Park Industries has partnered with Taglio Software House to introduce SlabVision, a cuttingedge slab scanning system. This advanced technology enables fabricators to digitize slabs with remarkable detail, using a high-resolution industrial linear camera and an LED lighting system to capture each slab’s true colors and attributes, including thickness, quality and measurements.

SlabVision’s compact design maximizes workspace efficiency, accommodating the needs of modern stone fabrication facilities. Its advanced LED lighting system guarantees consistent image quality by eliminating the impact of environmental conditions like sunlight or shop lighting. The intuitive 24-inch touchscreen interface ensures effortless operation, allowing fabricators to achieve precise results quickly and efficiently. For more information, visit www.parkindustries.com/slabvision.

SlabWare SlabWare is a software specialized in inventory and sales management for surface fabricator businesses. The solution is designed to transform companies by automating processes, improving organization, and making workflows much more agile and productive.

The company’s goal is to help fabricators minimize pain points. With SlabWise, you can precisely determine slab quantity and seam placement, create professional quotes and invoice customers. Job Tracker helps organize and connect the whole team in a simple and fast way to optimize the fabrication process up to countertop delivery. Users can create and edit packing lists, invoices and more. All features are linked with inventory, so your offerings update automatically online, and all information is accessible from any device. Get a free trial at www.slabware.

International Surface Fabricators Association • Vol. 17 / Issue 3 • 31

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StoneAPP by StoneGrid StoneApp by StoneGrid is a comprehensive software solution designed to streamline. The app offers multiple modules to enhance efficiency and productivity, covering inventory management, quote management, project management, purchase management and more.

The inventory management feature allows businesses to conduct quick and accurate inventory counts; it integrates with your website, providing real-time inventory to customers and staff alike. For quoting, StoneApp facilitates efficient lead management and conversion. It includes features like web-to-lead forms, follow-up scheduling and the ability to convert leads into quotes seamlessly. The app also allows for detailed countertop drawing and layout.

Additionally, StoneApp supports purchase management by generating purchase orders, receiving inventory, and synchronizing with the inventory module to ensure accurate tracking of materials and supplies. This robust solution integrates with QuickBooks, Slabsmith and many other popular tools used by fabricators. Schedule a demo at www.stonegridusa.com.C A B

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Explore how software can be as game-changing as new machinery in episode 33 of ISFA’s Behind the Surface podcast. Hear from StoneAPP’s Mickey Gault, a 20-year fabrication veteran, on how to unlock the power of tech and get a roadmap to success.

If you’re considering implementing software or looking for technology that helps you streamline your workflow, this episode is for you. Listen in at www.isfanow.org/podcast-behind-the-surface.

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International Surface Fabricators Association • Vol. 17 / Issue 3 • 33

Choosing the Right Adhesives for Kitchen & Bathroom Installations

By Louise Scott, Integra Adhesives

Adhesive being applied to steel undermount support brackets.

When it comes to countertops, selecting the right adhesive

quartz or natural stone, for example) and wood (plywood or

and sealant for each application is crucial to ensuring a durable,

MDF). The differences in materials bear consideration due to

long-lasting, aesthetically pleasing finish. Adhesives play a

different expansion and contraction rates, moisture absorption,

vital role in bonding materials where mechanical fasteners fall

flexion and impact resistance. In these situations, it is best

short. Each countertop application and substrate have unique

to choose an adhesive with high elongation for flexibility.

properties, necessitating a range of adhesives to achieve the best

Fabricators typically consider three options:

results. By understanding the different adhesives and sealants available, fabricators and installers can make informed choices on which products to use and when.

Undermount Sink Installations For undermount sink installations, there are two primary options: a purely mechanical fastening system or a combined mechanical/adhesive fastening system.

Mechanical fasteners use a physical attachment to hold the sink in place. Examples of this type of attachment method include drilling into the underside of the countertop to insert bolts/clips or attaching clips and straps to the wooden cabinetry.

Using this method increases installation time and includes the risk of damage to the countertop.

Alternatively, using an adhesive like Component Bonder from Integra Adhesives allows undermount clips to be installed

• Hot melt glue: Hot melt is quick and easy to remove, making it ideal for templating, but it relies on a mechanical bond, which isn’t suitable for smooth surfaces.

• Silicone: Silicone offers excellent properties for substrate mounting but is slow to cure, with a typical fixture time of 24 hours.

• A specialized product: Substrate Bonder is a specialized product by Integra Adhesives that was developed specifically for this application. It cures in as little as 15 minutes, balances elongation, and has high lap shear strength and speed, making it ideal for this application.

Backsplash Bonding & Sealing Traditionally, silicone is used for attaching and sealing a backsplash, but unfortunately, it is slow to cure and lacks quick

in advance so that onsite, the installer can fasten the clip bolts

grab. An MS Polymer is a better alternative, offering quick

and fix the sink in place in just a few minutes. The position of

grab and sealant properties in one. Available in a wide range of

the sink can then be easily adjusted, making it easy to apply

colors, MS Polymers provide a waterproof and color-matched

silicone or MS Polymer to create a watertight seal before

seal, curing hard for easy cleaning and paintability. These

tightening it into place. Look for an adhesive with high impact

durable products are also excellent for attaching shower panels

resistance, as sinks are subject to dynamic loads.

and creating watertight seals in bathrooms.

Substrate Mounting

Reinforced Rodding

Fixing the surface to the cabinet involves bonding two

Countertop rodding is a technique used to reinforce natural

dissimilar materials: the countertop material (solid surface,

stone. Rodding involves cutting a channel in the stone, inserting

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a stainless steel or fiberglass rod, and then encapsulating it. The

strength Methyl methacrylate (MMA)-based adhesives are ideal

material thickness, the cutouts and the stone strength determine

for solid surface due to their UV stability, moisture resistance

whether rodding is required. There are a few options for rodding

and low VOC content. A zero-sag penetrating adhesive is

adhesives on the market, but not all are created equal. Essential

preferable for harder surfaces like quartz, stone or porcelain,

characteristics are low shrinkage, thixotropic (self-setting) and

especially for onsite seaming with limited space. When working

quick curing for throughput. It’s important to keep in mind that

on vertical or mitered angles, a zero-sag adhesive assists with

solvent-based adhesives can shrink during the curing process as

bond strength and reduces mess and waste. For external

liquid evaporates. If the adhesive shrinks too much, the channel

applications, UV-stable polyurethane adhesives outperform

can pinch in on itself, cracking the stone. It’s also good to use an

MMA or epoxy in maintaining color and durability. High-

adhesive that can flow enough to fill the relatively small channel but also sets quickly so as not to make a mess. There are several adhesive options on the market. Three popular choices are: • Epoxy: offers low shrinkage but has a prolonged curing time, creating bottlenecks in fabrication processes.

• Hand-Mix Adhesives: available options can be wasteful and messy. Incorrect activator-to-adhesive ratios can lead to quick curing, shrinkage and brittleness, reducing the strength of the bond. Thin adhesive consistency is required for application, often resulting in leftover waste and increased fumes during curing.

• Rodding Bonder: a cartridge-based adhesive that cures in less than 15 minutes with virtually no shrinkage. It can be directly injected into channels, minimizing waste and enabling rapid completion.

volume shops benefit from rapid-curing MMA-based adhesives to increase production efficiency.

Knowledge is Power Selecting the appropriate adhesive for each application is vital for achieving durable, high-quality results. Understanding the unique properties of various substrates and applications allows fabricators and installers to make informed choices, ensuring strong, long-lasting bonds and aesthetically pleasing finishes. From undermount sink installations to substrate mounting, backsplash bonding, reinforced rodding and seamless countertops, success depends on using the right adhesive.

Using adhesives over mechanical fixings helps avoid the risk of countertops cracking under dynamic loads, ensuring the longevity and stability of the installation. Additionally, the proper use of adhesives and sealants ensures watertight seals,

Seaming, Mitering & Laminating

crucial for preventing moisture damage and maintaining the

Color-matched adhesives are essential for creating a

integrity of kitchen and bathroom surfaces. By leveraging the

seamless look in countertops. Whether you’re pulling a deck

knowledge and options available, professionals can enhance

seam, lamination or a miter, each type of surfacing material

their craftsmanship, reduce installation time, and ultimately

— solid surface, quartz, natural stone, porcelain, laminate and

deliver superior results that meet the highest standards of

others — has its own adhesive requirements. Fast-curing, high-

quality and durability. C

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Attaching plywood substrate with polyurethane adhesive.

Rodding Bonder application into channel for reinforcement.

International Surface Fabricators Association • Vol. 17 / Issue 3 • 35

SUSTAINABILITY MATTERS throughout Europe are manufactured at the Naantali plant

Durat: Over 30 Years in the Forefront of the Circular Economy The principles of the circular economy have guided Finnish manufacturer Durat from the company’s inception. With a desire to use surplus industrial plastics as the raw material for high-end design products, the company is a leader in material innovation and sustainable practices.

By Sarah Peiper

outside Turku, Finland. In addition, Durat is also produced in the United States and China to meet the demand for their respective markets. Durat has distributors in the United States, the United Kingdom, the Netherlands, France and Italy.

Almost Endless Possibilities Durat offers designers nearly infinite opportunities to create beautiful spaces using its line of solid surface. The sheets can create coherent, seamless surfaces in endless lengths with various edge designs and inlays. Seams can be sanded to be imperceptible. Its stylish appearance and durability make it the perfect material for public spaces like hotels, cruise ships, hospitals and residential spaces like kitchens and bathrooms.

The distinctive characteristics of Durat come from the illusion of a three-dimensional surface while maintaining its luxurious, warm, silky touch.

Based in Finland, Durat was founded in 1990. The

Solid surface is nonabsorbent and provides a completely

company’s main product, solid surface sheet material, is the

seamless structure. It is an excellent material for kitchen

result of its founders’ aim to reuse plastic waste as high-quality

and bathroom countertops and vanities. It is also perfect for

surfacing for design applications. The primary objective was

other bespoke joinery applications where durability, ease of

to reduce the amount of plastic ending up in landfills. With

maintenance, aesthetic appeal and environmentally friendly

intelligent innovation and design, Durat repurposes plastic

solutions are priorities.

waste to create a complete line of solid surface products while reducing negative environmental impacts.

A genuinely sustainable material, solid surface can have a long lifespan due to its exceptional repairability and durability.

Durat takes it further: To ensure material circulation, the

Durat solid surface is available in around 300 vibrant colors with 12 different patterned textures, achieved with various mixes of colored specks. The original Durat material uses only clear recycled plastic granules, but custom colors and patterns can be made to order.

company buys back all remnants from fabricators and recycles any retired installations like furniture or casework. Remnants generated during Durat’s production process are also fully recycled.

Durat solid surface contains 30% recycled industrial plastic waste and is 100% recyclable. In 2022, the company repurposed nearly 126,000 pounds of industrial plastic waste, the equivalent of the weight of approximately 10 million plastic bottles.

Durat received its first Environmental Product Declaration (EPD) in 2023, a certification that transparently communicates

A Focus on Sustainable Innovation

the environmental performance or impact of any product or

Over the past few years, Durat has invested heavily in

material over its lifetime. According to the EPD, Durat’s carbon

in-house research and development. The company is focused

footprint is 3.35 kgCO2e. For comparison, the average carbon

on further innovations in solid surface materials. Some key

footprint per person per day is about 13 kgCO2e.

developments include increasing the ratio of recycled materials

Sheet material, sinks, bathtubs and furniture distributed 36 • Vol. 17 / Issue 3 • International Surface Fabricators Association

in production and using its own and other industrial side-

SUSTAINABILITY MATTERS materials are kept in use for as long as possible.

• Regenerate natural systems: the circular economy goes beyond reducing negative impacts to actively improving and regenerating natural systems.

Key components of the circular economy include: • Closed-loop systems: Materials are continually cycled back into the economy rather than being rendered to landfills.

• Resource efficiency: Maximize the utility of resources through better design, innovative business models and new technologies.

• Economic and environmental resilience: Reduce dependency on finite resources and minimize environmental impact. stream materials, which led to the development of an entirely new type of Durat material.

This year, the company introduced DURAT Plus, the world’s inaugural solid surface that merges recycled PET resin with recycled solid surface materials. This innovation results in a uniquely designed solid surface boasting up to 80% recycled content.

“Throughout our company’s history, we continue to strive to be at the forefront of innovation,” said Heikki Karppinen, chief executive officer at Durat. “We do things that we believe contribute to the well-being of our environment. Our actions are guided by existing regulations and in line with our values, and we try to do as much as possible to ensure that our operations are ethically sustainable.” Heikki further explained that Durat has been operating according to the principles of the circular economy since the company’s inception and before the concept was mainstream.

The circular economy is a model aimed at minimizing waste and maximizing resources. It aims to create a sustainable economic system that benefits businesses, society and the environment by reducing waste, lowering carbon emissions and preserving natural resources. Unlike the traditional linear economy, which follows a take-make-and-dispose approach, the circular economy emphasizes the following principles:

A Designer’s Choice: A Unique Space for Helsinki

• Design out waste and pollution: Products and systems are designed to prevent waste and pollution from the outset.

example of how this company promotes sustainability at every

• Keep products and materials in use: Through practices like reuse, repair, refurbishment and recycling, products and

Design Week

Interior designer and stylist Minna Jones wanted something different for a commercial project encompassing more than 5000 square feet; it was the main venue for 2023’s Helsinki Design Week. “From floor to ceiling, I wanted the spaces to be a complete contrast to the rather colorless hall space,” she explained. “I decided to change my own rules; my approach is usually more restrained and based on neutral colors. In this case, I ended up with bold splashes of color.”

Minna found Durat’s company values and mission aligned with her vision for this project — a perfect fit. “[Solid surface] was already familiar to me, but I hadn’t used it before. We wanted to create a relaxed atmosphere in the spectacular space.”

Along with a stage for presentations and exhibitions, the space had Let Me Wine & HDW Bar and the HDW Stage. During the weeklong event, the space hosted various parties, product launches and discussions. Minna said her focus on the design was also modular. “I wanted to design a temporary event space that could be taken apart and completely reused. Minimizing demolition waste is important to me.”

After the event, the furniture was disassembled and delivered back to the Durat to be further recycled, a great stage of a project.

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International Surface Fabricators Association • Vol. 17 / Issue 3 • 37

FABRICATOR PROFILE

ISFA Fabricator Profile: GMD Surfaces

By Sarah Peiper

Since 2007, GMD Surfaces has become one of Chicago’s premier surface fabricators. The company has a vast inventory, including more than 80 colors, and a quick turnaround program that serves its primary markets of builders and remodelers. The GMD Surfaces team employs cutting-edge technology and strict quality control measures to ensure meticulous craftsmanship.

A Wide Perspective Owner Omar Chahin immigrated from Syria as a teenager.

He comes from a long line of engineers and follows family tradition. He got his undergraduate degree in engineering and layered in a master’s in architecture. “I learned a lot as an architect and established connections with builders and contractors.” But after more than 10 years as an architect and builder, he needed to make a change. “I sensed the housing market was not headed in the right direction,” he recalled. “I decided to sell my remaining inventory of housing lots and reinvest the money in a countertop shop.” He started with three employees, two of whom are still with the company today. “We had a simple bridge saw and one truck.”

Omar credits some of his success to the perspective he gained as an architect, engineer and builder. He didn’t know all the details of surface fabrication and installation, but he had other tools that gave him an advantage. “Architecture is one of the most amazing forms of study,” he explained. “It’s all about problem-solving; it teaches you to think for yourself and to make good decisions. Of course, it’s about spaces and design, but an engineering aspect is at the core.”

It’s also about professionalism, he noted. “When you have a professional background and come to work in this industry, I think you approach things differently. For me, it was never about sell, sell, sell. It’s more about being a resource — establishing trust with clients by answering every question they have. Clients want to work with providers they can trust. If you create that trust, eventually they will buy.” For Omar, word of mouth traveled

38 • Vol. 17 / Issue 3 • International Surface Fabricators Association

from there, and he quickly established an excellent reputation.

we need to be able to accommodate as many types of projects as

“It’s about being professional and doing what you’re supposed

possible.” GMD isn’t just doing countertops. They do all kinds

to do.”

of applications like fireplaces, facades and more. “I want to be

Recession Looms, but Opportunity Knocks Omar looks back at the 2008 recession with a fondness most in the building and housing industries do not. “It actually gave me a big boost,” he recalled. “We were small and agile; we had low overhead and leaner margins, so we could compete with the big shops. They were just too big to adjust to the times. They

versatile with our offerings; that also means appealing to every budget,” he explained.

It also means fostering good relationships with suppliers and partners. He approaches those relationships like friendships.

Omar stresses the importance of building solid relationships that can weather adversity and the challenges faced in today’s changing landscape.

had too many processes that became barriers when the market

“In 2022, we were working with a major builder doing 300-

changed. I was fine with a lower margin; they were not. I was

400 houses a year with what we call level one granite at about

negotiable; they were not. I approached it from outside the box

$40 per square foot — 5-8 projects per week,” he recalled. “At

while they were trapped inside theirs.”

the start of 2023, they scaled down to 4-5 jobs per month. It

Omar had created some momentum with his client-centric

was a big hit. I needed higher margins, so I added Taj Mahal

approach. “A smaller shop owner is willing to compromise and

quartzite and bought it in bundles to price it at $100 per square

do whatever it takes. Even though I am bigger now, I still operate

foot. Now, I’m keeping my revenue despite volume being down.

with that mentality.”

It was an eye-opening process.” Omar and his team started

Today, GMD Surfaces has seven installation crews and 42

approaching different classes of builders and adding various

employees. They serve northwest Indiana and northeast Illinois.

levels of materials. “We were quick enough to adjust to create an

They currently work with builders, kitchen and bath showrooms

opportunity.”

and some retail customers. The fabrication team produces about

Omar says the only slight drawback is that you must take the

15,000 square feet per month. They work with quartz, natural

time to teach your employees the processes working on different

stone, and sintered or porcelain materials, including Dekton.

types of applications. “How you handle a vertical application is

Offering a variety of materials gives GMD Surfaces a

different than a vanity. You have to take the time to teach your

competitive advantage. “We can serve a wider segment of the

employees the processes,” he added. “You have to innovate and

market,” said Omar. “Every client has different requirements, and

find production solutions.”

International Surface Fabricators Association • Vol. 17 / Issue 3 • 39

FABRICATOR PROFILE In the Shop When Omar started the shop, he did not like how rudimentary it was. Everything was manual. He had an affinity for systems and technology and a lot of great experience with CAD drawings, so he knew there was an opportunity to improve. The first step down the digital path was a Laser Products Industries LT-55 templator. “We needed to be more efficient and accurate, so this was a game changer. It was so precise.”

Because of the economic downturn in 2008, a couple of nearby shops went out of business, and Omar saw an opportunity to make some upgrades. “We acquired some newto-us equipment at a lower cost, including an in-line polisher and our first CNC.” This opened up a path to high-end work

that he couldn’t get into before. Since then, GMD Surfaces has continued to grow — one square foot of material in front of the other.

Technology has been the cornerstone of GMD Surfaces’ success. “I knew digital fabrication was the key to optimizing efficiency and accuracy,” he said. “It started with digitizing the most important item: the drawings.” He knew that would get the ball rolling and make way for other modernizations throughout his workflow. “We never looked back.”

Today, GMD Surfaces is running two CNCs, a Saberjet and a Fastback from Park Industries, a dual-bed sawjet and water filtration system from BACA Systems, and they’ve upgraded their LT-55s to the LT-2D3D model.

For workflow management, Omar leans on the latest tech to streamline his operations. His team uses Moraware to manage projects and CounterGo to provide quotes. They use CAD and AlphaCam to run their machines and Slabsmith to manage inventory. “Two years ago, we went paperless,” he said. “Boxes and boxes of files and file cabinets were discarded. We started documenting projects using SPEEDlabel and Job Well Done Dox and Field. We developed shop forms for quality control, field and sales — all digital. They are emailed to the clients for approval and automatically loaded into Moraware using Job Well Done. It was a long and difficult journey but worth it.”

Omar and his team have created machine monitoring software that tracks equipment usage and shop efficiency. “I

GMD Surfaces has a vast inventory, including more than 80 colors, and a quick turnaround program that serves its primary markets of builders and remodelers.

needed to track downtime and understand why the machines stop,” he explained. “Using this software, you have to input the reason, and the software tracks it. Now we can tell what is happening — identify patterns — and uncover the gaps in our workflow.” The software also creates accountability for the team.

Everything is monitored, so there are no secrets behind the downtime.

Omar worked with the University of Illinois Engineering Department to create systems that track his entire workflow.

“Four industrial engineering students came in — superusers in Microsoft’s Power BI, Python and more — and together, we created dashboards for accounting, inventory and projects. It is amazing. Now I can see how we are doing relative to the trailing

Technology has been the cornerstone of GMD Surfaces’ success.

“I knew digital fabrication was the key to optimizing efficiency and accuracy,” admitted Owner Omar Chahin.

40 • Vol. 17 / Issue 3 • International Surface Fabricators Association

12 months and project how busy we will be in the near future and long term.” Omar is looking to take this solution to market to help other fabricators improve their workflows.

FABRICATOR PROFILE In the Marketplace

Offering a variety of materials gives GMD Surfaces a competitive advantage. “I want to be versatile with our offerings; that also means appealing to every budget,” explained Omar.

GMD Surfaces is a member of the Rockheads Group, the International Surface Fabricators Association and the Natural Stone Institute. Last summer, GMD Surfaces hosted ISFA’s Fabricator Crawl.

GMD Surfaces team has dedicated safety meetings and training sessions, and Omar regularly brings in OSHA consultants. He says the consultants have been a big help in improving their safety training and documentation. His team goes through voluntary reviews to make sure everyone is protected.

GMD Surfaces’ most prominent line is MSI’s Q Quartz, and Daltile’s ONE Quartz and Cambria are closely trailing.

Residential projects account for 88% of his business, while the rest is commercial, such as restaurants, health care and other public spaces. “We are trying to have a variety of brands and qualities that cater to all clients and budgets. We have a program in our shop that we go to market with — material tiers.”

Omar says it is critical to upsell clients when possible, especially on the retail side, which is only about 20% of his business. They do not have much control over how their partners — kitchen and bath dealers and builders — sell their products and services.

What sets GMD Surfaces apart from the competition is value and service. “We have a great price point for the quality and services we offer,” said Omar. “We are not greedy, and we genuinely care about our clients. Although sales are important, professionalism comes first. If you take care of the client, the sale will follow.”

Company Culture Omar’s mantra in the marketplace — to take care of the customer — extends throughout his business. “You must take care of your employees,” he explained. “You have to treat them like human beings and provide them with the tools they need to succeed, not just on the job but as people with families and personal lives. Omar sponsors a soccer team that plays in a local league and holds company picnics and other events, fostering camaraderie among the staff while rewarding them for their dedication and hard work. “The more you understand your employees, and they understand you, the more likely they will stick with you. It’s about mutual respect,” he noted.

Regarding safety, the GMD Surfaces team has dedicated meetings and training sessions, and Omar regularly brings in OSHA consultants. He says the consultants have been a big help in improving their safety training and documentation. His team goes through voluntary reviews to make sure everyone is protected. “It’s always transparent and accountable,” he explained. “Every third Thursday, we have a shop meeting. I tell them this is a journey we are taking together. If they agree to follow the procedures, I expect them to do it. Some people are more motivated, and some need reminding, but you have to get them invested in the processes and the reasons behind them. I International Surface Fabricators Association • Vol. 17 / Issue 3 • 41

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FABRICATOR PROFILE approach it from, ‘Look, you agreed that you wanted a safe work

his employees, too. He finds a lot of value in the connections he

environment. I give you all the tools to be safe, so you need to

makes and the knowledge shared, but he also sees the value in

use them. Respect what you told me and be respectful of your

what these organizations do to support fabricators and represent

colleagues by doing what’s right.’”

their best interests in policy and governance.

There’s also a recruiting aspect to a positive company culture.

“If you’re serious about growing your business and doing the

“Your best marketing to bring new employees is your current

right thing, you must be involved in these associations,” he said.

employees,” Omar said. “When you give them time and space

“They are our advocates. There’s no way I can change anything

and respect them, they will attract people with the same values.

by myself. We need these groups to represent our best interests.

Investments in my staff — I don’t see that investment as losing

That in itself is worth the membership dues.”

money. I look at it as building relationships. It’s cheaper to keep them than invest in new hires.”

What’s next for GMD Surfaces? Omar wants to scale up, and he’s trying to position the business to run by itself. His son has expressed interest in joining the company down the road,

Staying Connected

so perhaps Omar is building a legacy. But being nimble and

For GMD Surfaces, being involved in trade associations

eager — those qualities will always remain at the core. “Don’t

and attending industry events has been crucial. “All of the

get complacent; always be hungry,” he recommends. “Having

improvements we made as a company were inspired by things

that growth mentality is critical. If the business is growing, it’s

we learned at field visits, conferences, seminars and trade shows,”

not getting old. I don’t want to stop now; I want to grow into

Omar said. “You cannot come up with new ideas sitting behind

different markets.

the desk or simply reading about it. You must go out there and

“I’m ambitious about the future, particularly when it comes

get involved — hear what others are saying, ask questions and

to using technology to overcome challenges,” he continued.

see for yourself how they approach challenges.”

“I love problem-solving and want to see where that leads me.

Omar is a member of the Rockheads Group, the International

One of my favorite sayings is, ‘Not all storms comes to disrupt

Surface Fabricators Association and the Natural Stone Institute.

your life; some come to clear your path.’ There is opportunity in

He regularly attends BACA’s Digital Fabrication Seminars, Park

everything. The future dictates that we adapt.”

Industries’ Digital Stone Expos, TISE and Coverings. He brings

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Residential projects account for 88% of GMD Surfaces’ business, while the rest is commercial, such as restaurants, health care and other public spaces.

International Surface Fabricators Association • Vol. 17 / Issue 3 • 43

Improving Work-Life Balance in Blue Collar Industries

By Jason LaMonica, Spec on the Job While employers in the technology sector might be shedding

big draw for many — the ability to grind extra hours to increase

workers, many in construction, transportation and other blue-

take-home pay — but the next generation isn’t interested in

collar industries are still struggling to find the people they need.

compromising their personal lives to make the salary they

In my experience, blue-collar businesses can fill their ranks and

expect in a regular workweek. Also, unlimited overtime can

keep them full. Doing so, however, requires a shift in mentality

indicate to the applicant that the company isn’t managing

that prioritizes work-life balance, expands these employers’

customer expectations or the production workflow properly,

appeal, and attracts multiple different kinds of workers.

leaving it to their employees to sacrifice nights and weekends to

Lots of Jobs, Too Few People Recent statistics show robust demand for personnel across

meet demand.

Retiring Outdated Company Cultures

the American workforce, with the U.S. Chamber of Commerce

Few workers enjoy being viewed as a mere cog in a soulless

finding that labor force participation has shrunk over the past

machine. I personally have never met anyone who likes being

two decades. The COVID-19 pandemic triggered a wave of early

hazed like a recruit at a military boot camp.

retirements, and many were forced to abandon the workforce to fulfill caregiving responsibilities.

The upshot is that 6.5 million workers are currently

Unfortunately, many employers in blue-collar industries have company cultures that rigidly enforce outdated policies.

These traditions might have been appropriate at one time,

unemployed, while U.S. employers are trying to fill 9.5 million

but when it comes to attracting and keeping people under

job openings. According to the U.S. Bureau of Labor Statistics,

the current conditions, they are not helpful. In fact, they are

175,000 roles were created in April alone but is still considered

counterproductive.

a slowdown from the roaring first quarter when more than 200,000 jobs were created each month.

For instance, many blue-collar employers continue to resist the idea of offering flexible work hours. According to a

Businesses in the blue-collar industries are in a particularly

2023 study from Randstad, 42% of blue-collar employees rate

tight spot. The Bipartisan Infrastructure Bill created a demand

flexibility even higher in importance than their wages. Nearly

for a historically high average of 20,000 new jobs every month

two out of every five workers say their jobs could be done on

as large infrastructure projects kick into gear nationwide.

a flexible basis, but their employers aren’t willing to consider

As a result, construction, transportation and manufacturing

this possibility, and 30% of respondents reported quitting a job

companies are feeling the pressure.

because of a lack of flexibility.

Having a lot of work in the pipeline is a good problem to

Furthermore, employers need to understand that all of

have, but solving it will require companies to adjust. While

their employees have lives and responsibilities outside of the

employers previously enjoyed a great deal of power over

workplace that require understanding and support, which is why

employees, today’s workers have more choices. This can be seen

they should consider offering child care solutions and flexible

in the “Great Reshuffling,” in which workers are changing jobs to

hours. This is especially true considering that two-income

take advantage of higher wages, better benefits and more flexible

households are becoming increasingly common in today’s

schedules.

working world. Decades ago, it made sense that employers didn’t

In consequence, the old ways of attracting and retaining

need to give their employees the extra flexibility to pick up the

talent are inadequate to meet the expectations of today’s

kids from school, for example, because there was a stay-at-home

workers and need to change. Unlimited overtime was once a

parent to handle that. That has changed for today’s workers,

44 • Vol. 17 / Issue 3 • International Surface Fabricators Association

however. Now, employers must ask themselves what concessions

from traditionally underrepresented demographics, which

they have made for the working mother or father. After all, with

means getting serious about diversity and inclusion efforts.

over 58% of U.S. households reporting two or more incomes,

Managers need to push back on outdated, chauvinistic, racist,

how are workers meant to manage it all?

or other exclusionary attitudes and clean up bad behavior that

Today’s employer-employee relationship should be built on a foundation of mutual trust. It’s not simply an exchange of money for services rendered — it’s a full partnership.

Get Serious About Diversity and Inclusion Another complicating factor is that many blue-collar companies lack diversity. According to the U.S. Bureau of Labor Statistics, women have only 10.8% of construction jobs, Black workers hold only 6.7%, and the numbers are even worse for Asian Americans at 1.7%.

At the same time, 90% of the participants in a Simmons University survey say it’s important to feel like they belong in their workplace. Zero respondents said it wasn’t important at all.

The fact that most blue-collar teams are predominantly made up of white men contributes to employers’ problems. It is not unreasonable for prospective employees from marginalized demographics to wonder if they would fit in, nor for them to question if the company’s culture is actually as inclusive as it might claim to be.

Indeed, research has shown that many blue-collar companies have toxic cultures that make women quit for good reason.

In a 2021 poll conducted by the Institute for Women’s Policy Research, nearly 25% of women in the trades reported “always or frequently” facing sexual harassment at their workplace.

The Wall Street Journal reports that, according to the U.S. Equal Employment Opportunity Commission, many bluecollar workplaces allow inappropriate jokes, conversations and imagery to circulate unchallenged. In contrast, women

perpetrators might never have been held accountable for in the past. The slightest whiff of bias, discrimination or harassment should be stamped out.

Blue-collar industries can also find real opportunities to recruit people from younger generations. Members of Gen Z are wary of the high price of college tuition and are more willing to consider the trades than their predecessors, especially because they have now seen how AI has threatened certain white-collar roles. That’s why enrollments at vocational and technical schools have increased, while those at traditional liberal arts colleges have remained relatively flat, as numbers from the National Student Clearinghouse Research Center show.

What’s Good for Employees is Good for Business The good news is that when blue-collar companies foster a culture that leads to happier employees, it helps not only the workers but also the businesses themselves.

According to researchers at the University of Oxford, when someone is happier, they work faster, which translates into more positive outcomes such as increased sales. Indeed, the authors conclude that happier employees perform 13% better than their less happy colleagues.

In my experience, employees with greater job satisfaction also tend to be more loyal to their employers. Studies also back this up, noting that employees feel the most loyal to workplaces where they feel valued.

Blue-collar companies that embrace change will see

who report problems to supervisors have their complaints

positive results in return. Inclusive company cultures in which

minimized and dismissed.

people are treated like the human beings they are and receive

This needs to change. Filling the ranks will require employers to start appealing to and actually supporting people

support are better for everyone. These are also the best ways for companies to thrive. C

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Jason LaMonica is the chief operating officer of Spec on the Job, and he brings more than 15 years of experience to blue-collar staffing and leadership. He ensures stability and growth for these service lines with a focus on operational excellence within three key areas: evidence-based best practice programs, well-trained and appropriate staffing of people and developing key partnerships with clients. To learn more about Spec on the Job and blue-collar staffing solutions, visit www.speconthejob.com.

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International Surface Fabricators Association • Vol. 17 / Issue 3 • 45

Onboarding the Next Generation: A New Approach to Employee Orientation

By Wendy Christie, owner and founder of EmployerESource

The world of human resource management is a lot different today than just a few decades ago. One space that has seen the most change — and is still changing — is onboarding.

In the early years of my career in human resources, the onboarding process was rudimentary at best. The process usually involved handing out stacks of payroll forms to new employees and showing them to their desks. At the time, getting an employee handbook or a formal introduction to your new supervisor was a luxury. Recruits back in the day were thrown into the deep end of the job without much preparation.

Things couldn’t be any more different today.

best suited for engaging this generation.

Orientation vs. Integration: Building a Team Building a team of employees in this generation requires more than an orientation program; today, it’s about an employee integration program. Such a program should encompass several key components to integrate new hires into the company effectively.

Here are four pillars that can help you build a successful, engaged team: 1. Foster a Big-Picture Perspective from Day One

According to a 2022 Gallup poll, 54% of Generation

Your onboarding process should start with an orientation

Z employees are ambivalent or disengaged. This has bred

process that introduces each new employee to the big picture

a generation of employees with very little interest in their

of the company’s operations, including mission, vision and

jobs and no problem leaving their jobs at the slightest

values. Today’s employees want to be engaged and feel like

inconvenience; gone are the days of employees sticking to

what they are doing matters, so let your integration process do

a job.

just that.

Handling the new generation of employees requires a

Take new employees around the company to give them an

different approach to onboarding — an approach that focuses

overview of how the entire operation works. Then, provide a

on engagement right from the first day of employment.

more detailed tour of their specific department to give them

Onboarding the Modern Employee When considering today’s employees, particularly those from the millennial and Z generations, it’s crucial to acknowledge that many of them were raised by “helicopter parents” who excessively monitored and intervened in their lives. This parenting style has resulted in the emergence of two generations often characterized as the most demanding and needy of our time.

Managing these employees is no easy feat and requires a

a better understanding of how they fit into that big picture.

When done right, this simple step can help your employees understand how they fit within the company and that what they do for the company is important — and, by extension — makes them feel valued.

2. Adopt an Integration Process That Encourages Camaraderie

According to Gallup research reports, a friendly work environment increases employee retention. When employees

different onboarding and orientation approach. With the right

make meaningful connections at work, it can drastically

employee program, human resources personnel can increase

improve job success.

employee retention and develop a dynamic team environment 46 • Vol. 17 / Issue 3 • International Surface Fabricators Association

Creating an integration process that fosters camaraderie

in the workplace can help you achieve this. Make an effort

improving job satisfaction and employee retention, but they

to introduce new employees to others who share common

can also go very wrong when not done correctly. Human

interests and encourage employees to build connections with

Resources’ job doesn’t stop at creating the mentorship

one another as part of your company culture.

3. Create a Mentorship Program Mentorship is integral to effective career development, something practically every employee values. According to a recent CNBC workplace happiness survey, more than 91% of employees who are active in a mentorship program are satisfied with their jobs. More than 57% are very satisfied.

Introduce a mentorship in your integration process.

During orientation, identify experienced colleagues who can guide your new employees if they need help or have questions.

Mentorship programs are also a great way to help new employees learn new skills, gain more experience and grow in their roles.

Traditionally, mentorship programs are directed at employees looking to put in the extra work to climb up the corporate ladder, but your strategy here is to introduce and make it available to everyone right from the get-go. Doing

program; it’s important to curate the program to ensure its success.

While there are various mentorship programs you can adopt, you’ll want to ensure that the program you choose is ideal for your company and then customize that to fit your current recruitment’s unique needs.

You’ll also want to choose the ideal mentor for your recruits. When selecting mentors, choose someone knowledgeable about their field and optimistic about the company. Remember, the goal here is to improve employee retention as well. Check in on mentees and mentors regularly to ensure that the partnership is going smoothly. Sometimes, certain mentors might not be a good fit for certain recruits.

Realizing this early can help prevent disaster down the road.

Don’t be afraid to connect a mentee with a different mentor as situations and needs change.

Off-hand onboarding programs don’t work well with

this will enhance employee satisfaction and retention and

today’s younger employees. The trick lies in employee

contribute to a positive company culture where knowledge-

engagement. Creating an engaging environment for these

sharing and collaboration thrive.

employees, one that fosters camaraderie, trust and knowledge-

4. Build an Effective Mentor-Mentee Relationship Mentorship programs can be a very effective tool for

sharing, is going to be more critical than ever as the values of our industry’s employees shift to more personal fulfillment and growth. C

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Wendy Christie, owner and founder of EmployerESource, has over 20 years of experience in employee relations. EmployerESource is a software program that develops a company handbook based on company requirements, state law, federal law and industry practices. As a human resource consultant, Wendy helps companies develop legally compliant employee handbooks and documentation, and she has handled over 100 different employee relations investigations. Learn more at www.employeresource.com.

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International Surface Fabricators Association • Vol. 17 / Issue 3 • 47

PERSPECTIVES

Selling Success

By Marissa Bankert, ISFA Chief Executive Officer

I get it. Sometimes, when we think about sales, it conjures

on the Annual Conference agenda, along with follow-up

up images of someone whose sole goal is to get one over on us.

presentations from some of our Behind the Surface podcasts

The truth is: We are selling ourselves and our brands every day

and MemberConnect events.

in what we create, who we interact with, and showing them

The third and final goal is for our members to have some

why we are great! With that in mind, here’s my best sales pitch

fun! This is your chance to celebrate your 2024 successes

on why YOU should plan to attend the International Surface

with your peers. We will have a meeting highlighting all we

Fabricators Association’s 2024 Annual Conference scheduled

have accomplished in 2024 and look forward to 2025 with

for November 6-8 in Miami.

you. We will celebrate ISFA Award nominees and winners

Let’s start with our goal: We want every fabricator who

by highlighting great projects and the outstanding member

attends to leave with three key elements. The first is making

companies and individuals who shine throughout the surfacing

a new key contact. The ISFA Annual Conference is an

industry. We will dedicate time with our associate partners to

opportunity to meet with other fabricators from throughout

meet them with the common goal of enjoying time together.

the world and connect with our associate partners. The chance

We will have sun, surf and Miami nights to enjoy.

to learn from peers is a crucial factor in success. Knowing that

These are just pieces of what I hope will be a new start

you can speak to those committed to the industry and learn

for ISFA in reestablishing our association in the surfacing

from their trials and tribulations is one outcome that we expect

landscape as a valued resource. Your attendance, ideas and

for all attendees.

participation are a part of that vision. We need new and

The second key element attendees can expect to gain is

seasoned voices. We need contributors to attend educational

knowledge. We will have educational sessions on topics that

sessions, eager with questions and conversation starters. We

are pivotal to furthering the industry, including best practices

need people who are willing to connect with others to help

in fabrication techniques and business management and

grow the industry. In short, WE NEED YOU!

safety concerns. This year’s Fabricator Forums have included

There’s my sales pitch for the 2024 Annual Conference. We

presentations on silica safety, understanding your OSHA

look forward to an engaging and informative event and having

rights, using artificial intelligence to increase productivity,

you join us as a foundational part of the new ISFA. Are you

fleet management and marketing. You might see those topics

ready to innovate, fabricate and dominate the industry with us?

48 • Vol. 17 / Issue 3 • International Surface Fabricators Association

Perfect Your Skills at ISFA’s Porcelain Fabrication Training Event ISFA will hold a Porcelain Fabrication Training Event September 26-27 in

techniques.

“Fabricators founded our association

Austin, Texas. Hosted by Alpha Granite

to provide educational and growth

& Tile and sponsored by BB Industries,

opportunities for professionals within

Daltile and Integra Adhesives, the training

the industry,” said Marissa Bankert, chief

is designed to arm fabricators with the

executive officer of ISFA. “Our training

knowledge and skills they need to meet

programs are a great way to train new

growing customer demand. Porcelain

hires, get familiarized with emerging

continues to rise in status as consumers

materials, and gain valuable insights that

seek alternatives to quartz and granite.

lead to safe and successful operations.”

The hands-on, two-day training

In addition to Porcelain Fabrication

will provide attendees with skills and

Training, ISFA offers Solid Surface

knowledge in all facets of the fabrication

Fabrication Training events throughout

process, including material handling and

the year. The next Solid Surface

inspection, cutting techniques (feed rate,

Fabrication Training event is scheduled

blade recommendations, tension release

for October 22-23 in Boston.

cuts), sink cutouts, miters, overhangs,

ISFA NEWS

For more information about ISFA’s

seaming, polishing and finishing,

fabrication training programs, visit

installation, and chip and scratch repair

www.ISFAnow.org.

Upcoming Fabricator Forum: See You in St. Louis Previously known as Industry Roundtables, Fabricator

Custom Marble for a shop tour. The visit will also include an

Forums help members access the information and resources

OSHA presentation, “Know Your OSHA Rights,” designed to

they need to tackle business challenges and establish valuable

inform fabricators about common compliance issues and how

relationships. After a successful spring Fabricator Forum in

they can mitigate risk.

Charlotte, North Carolina, ISFA looks forward to hosting fabricators September 11-12 in St. Louis.

Sponsored by BB Industries and Vicostone, this two-day

“ISFA is looking forward to bringing this popular event to St. Louis,” said Marissa Bankert, executive director of ISFA. “Fabricator Forums are designed to be well-rounded

event will cover:

opportunities that provide attendees with the resources they

• Silica safety.

need to overcome challenges and grow their businesses, and

• Staffing and employee management strategies.

• Fleet management.

• Marketing strategies.

the programming reflects the needs of today’s fabricators.”

ISFA Fabricator Forums are open to all fabricators, including nonmembers. Visit www.ISFAnow.org/fabricatorforums for more details and to register. Space is limited, so

• Quartz cleaning and care techniques.

those interested in attending are encouraged to reserve their

On the second day, attendees will visit local fabricator

spot as soon as possible.

International Surface Fabricators Association • Vol. 17 / Issue 3 • 49

ISFA NEWS

Thank You to our 2024 Members

NEW FABRICATOR MEMBERS Spenard Builders Supply Anchorage, Alaska

J&L Custom Countertops Duncanville, Ala.

Florida Custom Marble Jacksonville, Fla.

CRM StoneWork Prairieville, La.

Toor Stone Countertops Austin, Texas

Stone Crafters Egg Harbor Township, N.J.

Granite Concepts Lewiston, Idaho

San Luis Marble Santa Maria, Calif.

WL Stone Works Chicago

ShowFab Fairfield, N.J.

Trademark Universal Stone Louisville, Ky.

Soniat Cabinets & Millwork St. Rose, La.

C&M Cabinets and Granite Collierville, Tenn.

Yellowstone Marble & Granite Houston, Texas

Keystone Granite Oak Bluff, Canada

Granit Design Stanstead, Canada

Kitchen Creations Deatsville, Ala.

WTB Woodworking Huntingdon Valley, Pa.

Halifax Flooring Orem, Utah

Stone Central Summerville, S.C.

MOD Eugene Cabinetry Dexter, Ore.

Stone Creation Irvine, Calif.

Stockett Tile & Granite Phoenix, AZ

Reading Hospital West Reading, Pa.

RENEWING FABRICATOR MEMBERS Sprovieri’s Custom Counters Addison, Ill.

Harkey Tile & Stone Charlotte, Md.

Kodiak Building and Maintenance Kodiak, Alaska

Atlantic Countertops Raleigh, Texas

The Granite & Marble Depot Aurora, Ill.

Granite Expressions DuBois, Md.

New Age Surfaces Romeoville, Ill.

Carefree Kitchens Baltimore, Md.

Quality Cabinets and Counters Fort Myers, Fla.

Bella Casa Countertops and Stone Littleton, Md.

Integrated Manufacturing Barrigada, Guam

Top Advantage Surfaces Hartville, Md.

Surfaces by Tex-San Boerne, Texas

Innovative Surfaces Hastings, Minn.

Rosskopf + Partner Nottertal-Heilinger Heights, Germany

Spaulding Fabricators Brick, N.J.

INDEKO Henderson, Nev.

Mill-Rite Woodworking Company Pinellas Park, Fla.

Valley View Granite Tremonton, Utah

Unique Countertops Buda, Maine

Galaxy Granite & Marble Hopkinton, Md.

The Pinske Edge Plato, Minn.

Precision Countertops Wilsonville, Md.

The Granite Place Burlington, Maine

Countertop Source Hurricane, Utah

Delorie Countertops & Doors Pompano Beach, Fla.

FLOFORM Countertops Winnipeg, Canada

Melling Granite Cedar City, Md.

Smokey Mountain Tops Knoxville, Tenn.

Great In Counters Providence, R.I.

Heyboer & Bolt Wyoming, Mich.

Membership Director Heather Duve 888-599-ISFA Heather@ISFAnow.org

Project Coordinator Samantha Winslow 888-599-ISFA Samantha@ISFAnow.org

Administrative Assistant Kanani Camacho 888-599-ISFA Kanani@ISFAnow.org

Marketing and Communications Director Sarah Peiper 888-599-ISFA Sarah@ISFAnow.org

Web/Database Administrator Amy Kyriazis 412-487-3207 Amy@ISFAnow.org

GMD Surfaces Mokena, Ill.

W.R. Watson Stafford, Texas Curtis David Interiors Stanwood, Md. Hard Rock Stone Works Sterling Heights, Md.

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

50 • Vol. 17 / Issue 3 • International Surface Fabricators Association

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 3 • 51

ISFA ASSOCIATE MEMBER DIRECTORY ACS International 4775 South 3rd Ave. Tucson, AZ 85714 520-889-1933 www.acstone.com Aetna Building Solutions 1401 St. Charles Rd. Maywood, IL 60153 708-343-1515 www.aetnaplywood.com Akrilika Ul. Szczepankowice Male 2A 55-040 Wierzbice Poland 79119451961 www.akrilika.com

Breton S.p.A. Via Garibaldi, 27 Castello di Godego 31030 Italy 3904237691 www.breton.it/en/ Bronwick Recruiting 7700 Basil Dr. Austin, TX 78750 512-981-5294 www.bronwick.com Caesarstone US 1401 W. Morehead St. Charlotte, NC 28208 818-378-2667 www.caesarstoneus.com

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

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

Al-Badaha Company for Modern Industries P.O.Box 126444 Jeddah, Saudi Arabia 966920002964 www.albadaha.com

CaraGreen 1406 Transport Dr. Raleigh, NC 27603 919-929-3009 www.caragreen.com

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

Chemcore Industries 5311 Fleming Ct. Austin, TX 78744 866-243-6267 www.chemcor.com

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

Chemical Concepts 410 Pike Rd. Huntingdon Valley, PA 19006 800-220-1966 www.chemical-concepts.com

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

Colonial Saw 122 Pembroke St. Kingston, MA 02364 781-585-4364 www.csaw.com

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

Compac USA 1777 NW 72nd Ave., Unit 2 Miami, FL 33126 305-406-3600 www.us.compac.es/quartz/

BNP Media 2401 W. Big Beaver Rd., Ste. 700 Troy, MI 48084 248-362-3700 www.bnpmedia.com

Cosentino USA 355 Alhambra Cir., 10th Floor Coral Gables, FL 33134 786-812-0509 www.cosentino.com

52 • Vol. 17 / Issue 3 • International Surface Fabricators Association

Companies listed in red are ISFA 2024 Sponsors Countertop Marketing Co. 402 Pequot Ave. #772 Southport, CT 06890 203-993-6676 www.countertopmarketingco.com Covia Corp 9930 Kincey Ave., Ste. 200 Huntersville, NC 28078 800-243-9004 www.coviacorp.com Dal-Tile Corporation 7834 CF Hawn Frwy.

Dallas, TX 75217 214-309-3162 www.daltile.com Doyle Farris (Bellavati) 6606 FM 1488, Ste. 148-517 Magnolia, TX 77354 859-533-3079 www.doylefarris.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 Dwyer Marble & Stone Supply 23177 Commerce Dr. Farmington Hills, MI 48335 248-476-4944 www.dwyermarble.com Easededge 907 Jesuit Ln. St. Marys, KS 66536 785-202-3070 www.easededge.com Elevated Industrial Solutions 2050 W. Barberry Place Denver, CO 80204 303-908-9095 www.lanesupplycompany.com

Companies listed in red are ISFA 2024 Sponsors

ISFA ASSOCIATE MEMBER DIRECTORY

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

GranQuartz 3950 Steve Reynolds Blvd.

Norcross, GA 30093 800-458-6222 www.granquartz.com

Kohler Co. P.O. Box 899 Kohler, WI 50344 920-457-4441 www.kohler.com

Evans Midwest 11441 E. Lakewood Blvd.

Holland, MI 49424 616-546-8225 www.evansmidwest.com

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

Lapitec Via Bassanese 6 Vedelago, Treviso 31050 Italy www.lapitec.com

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

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

Laser Products Industries 1344 Enterprise Dr. Romeoville, IL 60446 630-755-5402 www.laserproductsus.com

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

Hyundai L&C USA 2839 Paces Ferry Rd., Ste. 1100 Atlanta, GA 30339 888-426-9421 www.hyundailncusa.com

LOTTE Chemical 6 Centerpointe, Ste. 100 La Palma, CA 90623 714-443-0901 www.lottechem.com

Ignite Consulting Group (Hot Sauce Selling Software) 450 N. Addison Ave. Elmhurst, IL 60126 630-606-8055 www.hotsauceyourtops.com

LX Hausys America 900 Circle 75 Parkway, Ste. 1500 Atlanta, GA 30339 678-535-4113 www.lxhausysusa.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 Gemstone 2040 Industrial Pkwy.

Elkhart, IN 46516-5411 574-294-8899 www.gemstonesinks.com Grand Onyx 134 West South Boundary St. Perrysburg, OH 43551 567-686-1040 www.grandonyx.pro Granite Gold 12780 Danielson Ct., Ste. A Poway, CA 92064 858-499-8934 www.granitegold.com

InnoChem/Akemi 160 Candlewyck Dr. Avondale, PA 19311 www.akemi.com

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

IPS Adhesives LLC (Integra Adhesives) 455 W. Victoria St. Compton, CA 90220 919-598-2400 www.integra-adhesives.com

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

Jaeckle Distributors 4101 Owl Creek Dr. Madison, WI 53718 608-838-5400 www.jaeckledistributors.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

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

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

International Surface Fabricators Association • Vol. 17 / Issue 3 • 53

ISFA ASSOCIATE MEMBER DIRECTORY

Companies listed in red are ISFA 2024 Sponsors

National Institute for Occupational Safety and Health 1095 Willowdale Rd., MS-2800 Morgantown, WV 26505 www.cdc.gov

Schechner Lifson Corp.

4 Chatham Rd. Summit, NJ 07901 908-598-7813 www.slcinsure.com

Tile Council of North America 100 Clemson Research Blvd.

Anderson, SC 29625 601-506-1609 www.tcnatile.com

Natural Stone Institute 380 E. Lorain St. Oberlin, OH 44074 440-250-9222 www.naturalstoneinstitute.org

Schultz Forming Products 2796 Loker Ave. W., Ste. 105 Carlsbad, CA 92010 800-822-2875 www.schultzform.com

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

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

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

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

Slab Caddy 5949 American Rd. E Toledo, OH 43612 419-726-7400 www.slabcaddy.com

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

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

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

Park Industries P.O. Box 188 St. Cloud, MN 56302 320-251-5077 www.parkindustries.com Parson Adhesives (Chromalok) 3345 Auburn Rd., Ste. 107 Rochester Hills, MI 48309 248-299-5585 www.chromalok.com Poseidon Industries 4080 Duncan Rd. Punta Corda, FL 33982 Prodim Systems 7454 Commercial Cir. Ft. Pierce, FL 34951 772-465-4000 www.prodim-systems.com Quote Countertops 11811 N. Tatum Blvd., #3078 Phoenix, AZ 85028 619-726-7660 www.quotecountertops.com

Stone Grid (StoneApp) 452 Osceola St., Ste. 211 Altamonte Springs, FL 32701 877-909-0569 www.stonegridusa.com Stone Update 1775 E Palm Canyon Dr, Ste 110 #193 Palm Springs, CA 92264 760-323-9554 www.stoneupdate.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

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

Rockheads Group 1401 Lavaca St. #1146 Austin, TX 78701 815-210-1006 www.rockheadsusa.com

Wilsonart 2501 Wilsonart Dr. P.O. Box 6110 Temple, TX 76503-6110 800-433-3222 www.wilsonart.com

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

Wood Stock Supply 4705 S. I-90 Service Rd. Rapid City, SD 57703 605-341-6900 www.woodstocksupply.com

Sage Surfaces 6700 The Woodlands Pkwy., Ste. 230-303 The Woodlands, TX 77382 837-403-2847 www.sagesurfaces.com

Total Stone Solutions 45237 Grand River Novi, MI 48375 248-804-1408 www.total-stone.com

ZOLLER 3900 Research Park Dr. Ann Arbor, MI 48108 734-332-4851 www.zoller-usa.com

54 • Vol. 17 / Issue 3 • International Surface Fabricators Association

International Surface Fabricators Association • Vol. 17 / Issue 3 • 55

PRODUCT NEWS Cosentino Launches EARTHIC by SilestoneXM EARTHIC by SilestoneXM fuses together unconventional and reclaimed materials to create a sustainable surface concept that sets a new benchmark for the industry.

Developed in collaboration with the iconic Italian studio Formafantasma, EARTHIC reinforces Cosentino’s long-term commitment in the effort to become a more sustainable company, and continues to pave a path to tangibly minimize the impact of surfaces in the future.

EARTHIC is a capsule collection that offers a new concept design, with an advanced composition of up to 30% recycled materials, including recycled glass, PET, bio-resin and Dekton fragments. Moreover, when manufacturing the surfaces, post-consumer bio-resin (between 16% and 23%) derived from vegetable oil and recycled cooking oil is used, as well as plastic bottles, which are transformed into distinctive scales that reveal their unique characteristics on the surface.

EARTHIC is divided into two color series; shown here is Raw D, featuring a dark natural rock backdrop that provides a mood of tranquility and solid elegance. Diffused streaks of bronze weaves through a charcoal landscape. To see all the new designs, visit www.cosentino.com/usa/silestone-xm/earthic/.

Safari Delta by Vadara Quartz In the realm of Vadara Quartz’s latest innovations, Safari Delta stands out as a testament to the beauty and complexity of Botswana’s Okavango Delta. This new design captures the essence of the river’s lifelines, with each channel sculpting the wilderness into a vivid tapestry of life. Safari Delta’s striking taupe and brown veins traverse a radiant white backdrop, presenting a modern twist on classic marble infused with the untamed spirit of the wild. The design mirrors the dynamic heartbeat of the African landscape, where the rhythmic flow of water dictates existence. Bringing this blend of drama and tranquility into your space, Safari Delta promises a bold yet natural aesthetic that resonates with the raw elegance of the Okavango. Visit www.vadaraquartz.com/new-designs for more information.

Wetwall Introduces New Pro Plus Collection Wetwall, a Wilsonart Company, announces the launch of its new Pro Plus Collection, designed specifically for larger-scale commercial projects. Offering unparalleled efficiency, durability and aesthetic appeal, the Pro Plus Collection is set to revolutionize the way commercial spaces are designed and constructed. This innovative collection features 11 designs inspired by nature that beautifully mimic the looks of marbles, woodgrains and more.

Ideal for projects requiring at least 9,700 square feet of material with a half truckload order minimum, the Pro Plus Collection is engineered to meet the demands of modern commercial construction. From new builds to renovations, the collection offers a superior alternative to traditional tile solutions. The total start-to-finish price for materials, time and labor is significantly less than tile, making it a costeffective choice for budget-conscious projects.

Ideal for shower walls, bath surrounds, accent walls and cladding, Wetwall features a simple tongue-and-groove installation system on panels that can be easily installed with no special tooling required. Created with a patented, waterproof core and antimicrobial protection that inhibits the growth of stain- and odor-causing mold and mildew, Wetwall panels are engineered to withstand everyday use with little maintenance required. The system additionally features AEON Enhanced Scratch and Scruff-Resistant Performance Technology, giving it superior durability and ease. Wetwall is GREENGUARD Gold Certified to meet low chemical emission limits for better indoor air quality. For more information, visit wetwall.com.

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PRODUCT NEWS LX Hausys America: The VIATERA Suprema Collection LX Hausys America introduced the new VIATERA Suprema Collection.

Each color in the collection is defined by its extremely subtle, thin veins.

The three new colors are Calacatta Suprema, Suprema Carmela and Suprema Nero, which is pictured here.

Suprema Nero is available in a polished finish and draws inspiration from the timeless Italian Calacatta marble, seamlessly blending deep charcoal veins with a pure white canvas. The design captures the graceful interplay of light and shadow, establishing an ambiance of tranquility and sophistication.

All three Suprema Collection colors are made in America with U.S. and imported parts. The colors are available in a 63-inch by 130-inch slab size, with options of 2 cm and 3 cm thicknesses. The products are backed by LX Hausys’ 15-year limited warranty. See all the new designs at www.lxhausys.com/us/products/viatera-quartz-surface.

Neolith Sintered Stone Three of Neolith’s latest low-silica surfaces have landed in the U.S. and are now available across the country. Cappadocia Sunset evokes the textures, movement and dynamism of the Turkish region, without compromising elegance, neutrality in color and balance that can be expected in a Neolith product. Calacatta Roma dazzles with the combination of ocher and gray veins on the white background, which gives sobriety and elegance to this interpretation of Carrara marble. Available in silk finish, Everest Sunrise, pictured here, is an impeccable and perfectly balanced quartzite, ready to illuminate every space. The combination of delicate and peaceful color with a subtle sparkle and shine of gold transmits adventure, elegance, exclusivity and purity.

Neolith is a world leader in the design and manufacture of low-silica sintered stone surfaces. Sintered stone is an innovative building material that stands out for its advantages in terms of strength, durability, design and sustainability. Neolith surfaces are made of 100% all-natural raw materials and are highly versatile and functional. They can be used for applications such as kitchen countertops, bathroom shower walls, shower trays and vanities, cladding, facades and furniture. The surfaces are easy to clean, ultrahygienic and UV resistant, making the surface suitable for both indoor and outdoor settings. Learn more at www.neolith.com.

Caesarstone’s OOAK Quartz & Porcelain Collection With a commitment to impeccable detail and quality, Caesarstone launches its new OOAK (One of a Kind) Quartz and Porcelain Collection, a celebration of the unrepeatable nature of veining. Each surface is designed with purposeful elements, movement and depth. Create your One-of-a-kind space with your own personal style, a space that inspires you to create extraordinary moments.

Marbannova is a porcelain surface that showcases a luxuriously silky warm white, made tactile by the dynamic rush of hushed gold, taupe and gray lines that dissolve into a translucent sedimentary cloud, heightened by a velvety feel and an uplifting light in soft Silk finish. It is available in a 12-mm thickness in a jumbo slab size measuring 124.5 inches by 61.5 inches.

Goldfinch is a quartz material that dazzles with gilded veins that sweep across a pure white base, undulating in a dense mesh of warm earthy alloys accentuated by neutral oxides and gradations of burnt amber, echoing the shifting sands of a wind-blown landscape. It is available in 20-mm and 30-mm thicknesses in a jumbo slab size measuring 130 inches by 64.6 inches.

To see all the new designs, visit www.caesarstoneus.com.

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PERSPECTIVES

Power in Unity: Why Trade Associations Matter

By Ted Sherritt, ISFA President

Webster defines trade associations as “an association of tradesmen, businessmen, or manufacturers in a particular trade or industry for the protection and advancement of their common interests.” In the case of the ISFA, we comprise all three groups, but our priority is our tradespeople — our fabricator members.

ISFA’s mission is to promote the surfacing industry through education, standards, resources, camaraderie and safety; our vision is to be recognized as the expert and authority serving the fabricators and professionals of the surfaces industry. We value innovation, dependability, integrity and serving others.

ISFA brings fabricators, installers and vendors together to

a balancing act and is far from complete, but we are making progress.

And even though AB 3043 is on hold for 2024, it’ll resurface in 2025, so we continue to advance our charge by: • Gathering scientific evidence that supports or refutes the use of National Institute for Occupational Safety and Health rules around Permissible Exposure Limits and Action Levels with respect to air quality and worker safety.

• Clarifying and reviewing the current literature on silicosis.

• Educating the governing bodies that make the regulations.

• Developing and delivering silica safety training.

share best practices, embrace innovations and build meaningful

• Educating all industry professionals about the effects of

relationships. We are a community dedicated to practical

respirable crystalline silica and its direct link to silicosis.

learning, collaborative solutions and advancing the industry. We

To advance and protect our industry, we must keep charging

are your gateway to a network that transforms competition into

ahead. ISFA is fortunate to have a great complement of staff

collaboration.

to tackle some of these tasks, and we are grateful for their

A perfect example of this commitment to our fabricators is

dedication to our membership. In addition, our association is

the work ISFA and the Natural Stone Institute (NSI) are doing to

governed by a volunteer board of directors that comprises 15

protect the industry from overbearing governmental regulations

fabricator and associate member partners. This volunteer board

in California regarding silica safety. The issue is real; workers are

oversees ISFA through newly adopted processes that adhere

getting sick due to unethical and unsafe business practices in a

to the Entrepreneurial Operating System while referring to a

few regions of the state. These new regulations could significantly

strategic framework and accountability chart. We participate

impact how all companies in North America operate, even if

in monthly meetings — virtual and in person — and take on

they are not experiencing employee health issues. California’s

additional tasks as needed.

fabrication safety regulations will be studied and used as a model

To advance and protect the surfacing industry, we need

(if not adopted outright) by other states in the United States. I

an active and participatory board to lead the cause. It is that

urge you to pay attention to what is happening in California and

time of year when we scout for new voices, new perspectives

stay informed on this issue. It is imperative for your business’s

and stewards of our industry. Maybe that’s you — a dedicated

long-term success and the safety of your employees.

individual who wants to help govern ISFA and thereby impact

ISFA and NSI are working on education and awareness

the trajectory of our industry.

programs that will form part of the employee safety framework

If you are interested in serving on ISFA’s board of directors,

used in California regulations going forward. Countless hours

please reach out to our CEO, Marissa Bankert, or me to learn

of work on fabricators’ behalf have been invested to ensure

how you can serve. As Margaret Mead said so well, “Never doubt

the regulations protect our workers without putting an undue

that a small group of thoughtful, committed citizens can change

and unstainable burden on the fabrication industry. It’s been

the world; indeed, it’s the only thing that ever has.”

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