ISFA's Countertops & Architectural Surfaces Vol. 6, Issue 4 - Q4 2013

VOLUME 6 / ISSUE 4 • QUARTER 4, 2013 • SINGLE ISSUE $14.95

Staying ahead of THE CURVE

New York office building features monolithic design Page 18 Promises, Promises (and How to Keep Them) Page 23 How to Create Marketing and Sales Systems for Highly Profitable Stone Companies Page 24 Battling Germs with Surfacing Material Page 28 Top 10 Tips, Tools & Techniques for Making Sales Now Page 32

Circle RS#01 on page 49 or visit www.isfanow.org/info.

CREDITS Letters to the Editor

Photography

Please send letters to editor@isfanow.org or to Letters, ISFA, 2400 Wildwood Road, Gibsonia, PA 15044 or fax to (412) 487-3269 attention: Editor. Include a telephone number and address (preferably an email address). Letters may be edited for clarity or space. Because of the high volume of mail we receive, we cannot respond to all letters. Send queries about Countertops & Architectural Surfaces to editor@isfanow. org or mail to ISFA, 2400 Wildwood Road, Gibsonia, PA 15044 or fax to (412) 487-3269 attention: Editor.

Photography/graphics provided by: DuPont, Sterling-Miller Designs, Studios Architecture, EOS Surfaces, Aaron Crowley and Stone Marketing Systems

Countertops & Architectural Surfaces welcomes Letters to the Editor.

If you have questions about the magazine, or would like to make a comment, or voice an opinion about the magazine, ISFA, or the industry in general, please feel free to write to us.

Contacting ISFA

Phone: (412) 487-3207 Toll Free: (877) 464-7732 Fax: (412) 487-3269 editor@isfanow.org www.isfanow.org

About this Magazine

Countertops & Architectural Surfaces is published quarterly by the International Surface Fabricators Association (ISFA), with a fifth “Buyers Guide” issue publishing in September. Individual copies of Countertops & Architectural Surfaces are available at the nonmember “newsstand” price of $14.95. Countertops & Architectural Surfaces is also available by individual subscription at the following rates: ISFA nonmembers, one year (five issues) $30.00; ISFA members, one year free with every membership renewal.

Special rates and charges apply for orders outside of the United States.

Call for details. To subscribe, call (877) 464-7732. Printed in the United States of America. Copyright © International Surface Fabricators Association 2013. All rights reserved. No part of this publication may be reprinted or otherwise reproduced without publisher’s written permission.

Countertops & Architectural Surfaces and The International Surface Fabricators Association assumes no responsibility for unsolicited manuscripts or photographs.

Materials will be returned only if accompanied by a stamped, selfaddressed envelope. 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. Periodicals postage rate is paid at the Gibsonia, Pa., post office as well as others. Opinions expressed by writers in this magazine are not necessarily the opinions of Countertops & Architectural Surfaces or the International Surface Fabricators Association, but rather those of the individual writers.

Photos in this publication may not depict proper safety procedures for creative purposes. ISFA and Countertops & Architectural Surfaces support the use of proper safety procedures in all cases and urge readers to take steps to institute such procedures.

Magazine Credits

Publisher & Editor: Kevin Cole Proofreader: Nancy Mueller-Truax Design: V2 Marketing Communications

ISFA Officers of the Board Mike Langenderfer, President Dave Paxton, Vice President Michael Astill, Secretary Mellisa Hill, Treasurer

ISFA Directors

Adam Albee, Director Erica Hussey, Director Mark Anderson, Associate Member Representative

ISFA Staff

Chuck Sawyer, Executive Director Kevin Cole, Communications Director and Magazine/Website Publisher & Editor Mike Nolan, Education Director Paul Wisnefski, Account Representative Paula Goncz, Administrative Assistant & Registrar Keith Haight, Project Manager

Cover Photo

Accomplished fabrication company Sterling-Miller Designs handled the complex development of this 12-ft.-tall thermoformed Corian kiosk, as well as a 30-ft.-long desk, for a remodel at the prominent lower Manhattan home of JP Morgan Chase and the New York Daily News. The monumental design was created by Studios Architecture NY to contrast the dark brick walls and floor pavers and take advantage of the immense space in the building's lobby area. Read the full story on Page 18.

Postmaster: Send address change to Countertops & Architectural Surfaces magazine, 2400 Wildwood Road, Gibsonia, PA 15044.

International Surface Fabricators Association • Vol. 6 / Issue 4 • 3

CONTENTS

Features 18 Staying Ahead of the Curve

Monumental manhattan remodel reinforces Sterling-Miller's reputation for tackling the complex

23 Promises, Promises (and How to Keep Them) Three processes to improve your businesses profitability 24 How to Create Marketing and Sales Systems for Highly Profitable Stone Companies Maximize the value of your leads

18

28 Battling Germs with Surfacing Material

An inside look at an Israeli hospital project featuring a new material that actually kills germs

32 Top Ten Tools, Tips & Techniques for Making Sales Now

23

Today's marketplace requires you to be clear, connected and compelling

Departments 6 From the Editor 8 Executive Director’s Letter 10 President’s Letter 11 Calendar of Events 12 Industry News 16 Education Connection

24

28

Tips, Tools & Techniques

34 ISFA News 38 ISFA Fabricator Directory 44 Product News 49 Reader Service Form 50 Classifieds/Ad Index

for

MAKING SALES NOW!

4 • Vol. 6 / Issue 4 • International Surface Fabricators Association

32

Circle RS#02 on page 49 or visit www.isfanow.org/info.

From the Editor From the desk of Kevin Cole, Editor & Publisher, and ISFA Communications Director

… And To All A Safe Night Well, here we are, wrapping up another year. So much has been going

While it didn’t happen at a surfacing shop, all too often we hear of a

difficult staying busy. So, with the holidays approaching, I hope you

her. Accidents happen every day, of that there is no dispute. But the

on in the world and in the surfacing industry that it has not been

are all planning on taking some time for yourselves and your family and friends. It seems to me that life is best when shared.

slab bundle toppling onto a worker and injuring or even killing him or real tragedy is that the vast majority of workplace injuries and deaths are preventable.

While it’s easy to let the mind wander as we contemplate the joys

According to OSHA statistics, each year, approximately 6,000

issues involved with running a successful surfacing business. Both

more than 115 each week or almost 17 per day. In addition, 6 million

that the season brings, fabricators are still faced with the day-to-day the daily doldrums and the big-picture items are still staring you in

the face each and every day your business is operating. Things like

sales and orders, inventory, work flow, maintenance and machinery upgrades all require attention.

Another issue that has been the source of a lot of talk in industry circles, as of late, is safety. In particular, much of the discussion has revolved

around the announcement by the U.S. Occupational Safety and Health Administration (OSHA) of a proposed decrease in the permissible

exposure limits (PELs) for silica in work environments and how that could affect the industry.

The current permissible exposure limit (PEL) for countertop fabrication facilities is 100 micrograms per cubic meter of air in an eight-hour

time-weighted average. PELs for other industries range from 100 to 250

micrograms. Under the new proposal, the PEL for all industries will drop to 50 micrograms.

The proposed rule also includes provisions for measuring how much silica

workers in the United States die from workplace injuries — that’s

workers suffer non-fatal workplace injuries at an annual cost to U.S. businesses of more than $125 billion.

I know your shop is big on safety, as all good employers are. Everyone uses their safety glasses at all times, and everyone is consistently

vigilant in avoiding injury and following proper safety procedures at

all times. However, not all shops are. With statistics like these, safety

comes to the forefront and reminds us that safety doesn’t happen by accident, as the old saying goes.

Even job veterans, like the person I read about, can succumb to

workplace dangers. Safety is about everyone. There is no middle

ground when it comes to safety; there is no “kind of safe” — either you’re being safe or you aren’t. We all know how easy it is to cut

corners and how enticing it can be to work quickly instead of safely.

And this time of year, it is easy to let the mind wander with all of the

hustle and bustle of the approaching holidays, but we all want to be around to celebrate them.

workers are exposed to and providing medical exams to workers with

I know how important your business is and I hope it is profitable and

change, arguing the cost is too high vs. the benefits, and that the industry

of great memories, but more than that, I hope you have a safe one for

high silica exposures. Numerous trade organizations are opposing the rule would be better served if OSHA spent its efforts enforcing the current

limits rather than lowering them. I’m not sure what the right answer is and hopefully the conclusion of the proposal is one that the industry can bear, but the results of the lobbying efforts remain to be seen.

productive. I sincerely hope you have an enjoyable holiday season full you and your employees.

As always, I look forward to your feedback.

Sincerely,

However, silica exposure is really just one piece of a much larger puzzle when it comes to shop safety. Recently, in my area there was a story in the local paper and on the local news channels about a terrible

industrial accident that resulted in a man being killed. Apparently the

veteran worker was unloading a truck at a pipe supply company, when a 1-ton bundle fell on him. While I don’t know the specific details and

can’t say who was to blame, regardless it was a tragedy. And this time of year, with the holiday season upon us, it seems even more terrible.

6 • Vol. 6 / Issue 4 • International Surface Fabricators Association

Kevin Cole, Editor & Publisher kevin@isfanow.org

Circle RS#03 on page 49 or visit www.isfanow.org/info.

From the Executive Director From the desk of Chuck Sawyer, Executive Director

“The Boss says, ‘Go!’ The Leader says, ‘Let’s go!’”

—Harry Gordon Selfridge, founder of Selfridge & Co.

Since my early management days at Procter

leaders will be able to differentiate in ways

concept of leadership, especially in the ways

expectations of the customers while at the

& Gamble, I have been interested in the

that it is differentiated from management.

Wikipedia states, “Management in business and organizations means to coordinate the efforts of people to accomplish goals and

objectives using available resources efficiently and effectively,” while “Leadership has been described as a process of social influence

in which one person can enlist the aid and

support of others in the accomplishment of a

common task.” However, I would go one step further and say that a significant element of

leadership, particularly as it relates to running a business, includes establishment of a particular vision of this common task.

As we in the decorative surfacing industry look at the challenges ahead for our businesses, we need to be keenly aware of the specific goals (common tasks) that will advance

our corporate vision and understand that

management alone will not necessarily get

us there. While managers will be able to run

their companies efficiently and profitably, the

that will result in new methods to exceed the same time producing even higher profits for their companies.

The transformations in the surfacing industry, including the evolutions of products and

the route to market, as well as changes in

consumer knowledge about products and

the ways they make buying decisions, make

it more imperative than ever for the business leaders in the surfacing industry to analyze

their potential for leadership. We need to go

beyond the standards like “We give superior service” or “We do high-quality work” or

“We do what we say we are going to do.”

We need to push the boundaries by forging more meaningful relationships with both suppliers and customers. We need to

analyze the ways that our companies can lead the pack.

One of the tools that we are currently using in the ISFA Million Dollar Mentor program is a book written by John Kotter titled, Leading

Change. In the book, Kotter outlines a process to help leaders work through the complicated issues of change. Although much of the content is aimed at big business, we can adapt his process and recommendations to help develop the kinds of plans for leadership that will result in some amazing things for our industry in the coming years!

There is incredible potential in our industry and by sharpening our leadership skills we can accomplish things beyond our imagination.

Let’s go!

understand the ever increasing trend toward specialization in surfacing fabrication, for

example residential vs. commercial, volume production vs. customized fabrication and

Chuck Sawyer

our strengths and weaknesses in order to

cksawyer@isfanow.org

wholesale vs. retail. We need to evaluate

ISFA Executive Director

It’s more than just learning how to be more profitable, saving money on the bottom line and getting great referrals and discounts.

Call ISFA today and find out how to make your world a better place.

Circle RS#04 on page 49 or visit www.isfanow.org/info.

8 • Vol. 6 / Issue 4 • International Surface Fabricators Association

Toll Free: (877) 464-7732 www.ISFAnow.org

Learn Something New. Create More Profit.

Make More Money.

Give Your Company the Leading Edge.

UPCOMING TRAINING DATES: Total Fabricator Training — Solid Surface Morganton, N.C. March 3-6 • May 19-22 • July 14-17 Total Fabricator Training — Stone/Quartz Oakland, N.J. April 7-9 • Aug. 4-6 Las Vegas June 23-25

Whether it’s adopting a new material to offer more to your customers, or refreshing your staff on some of the best techniques and practices in the industry, there’s a reason for everyone to experience Total Fabrication Training.

Find Out More & Watch Our YouTube Video!

Visit www.ISFAnow.org/tft or call us at (877) 464-7732

Circle RS#05 on page 49 or visit www.isfanow.org/info.

From the President From the desk of Mike Langenderfer, ISFA 2012-2013 President

Wow, What a Year!!!!!

One year ago I was thanking Russ Berry the

while we still have millions of people receiving

but the Web still cannot let you see a fabricator’s

Dave Paxton, the new ISFA president who

what a year.

tool that was just developed or really put a load

outgoing president of ISFA. Now I’m welcoming takes over on January 1, along with five new

board members. I also want to acknowledge

that Chuck Sawyer has now been with us for

a full year as executive director. And, if I don’t

mention the truly outstanding job done by Kevin Cole, he may not include this editorial in the

magazine. So this is my farewell as president of the ISFA Board of Directors, and it’s kind of like

accepting an Oscar. I want to also thank our new Administrative Assistant Paula Goncz for all she

has done to get ISFA back up and running in our new headquarters outside of Pittsburgh.

And, of course, there is always someone else; I want to thank associates Mark Anderson,

of Cosentino USA, and Michael Astill, of R.S.

Hughes, for their two years of dedicated service on the board. They have both been extremely helpful to the association. Their experience,

professionalism and candid opinions will be

truly missed. Lastly, I want to thank Mell Hill, of

Oldcastle Surfaces, who reluctantly volunteered to be the association treasurer this past year

and yet went above and beyond. Her services were truly priceless. Thanks, Mell. I know the

association will be in good hands next year and beyond, with your leadership.

The idea I had when I was writing my first

letter for the magazine was I hoped at this

point everyone would be able to look back

and say, “Wow, what a year.” And if you can’t honestly do that, then I think you must be

living on Mars. The stock market is setting

records and the government still says we are experiencing economic problems. We faced

a government shutdown, but still managed to

grow the economy. We saw Obama Care come

government assistance here at home. Wow,

During 2013 ISFA has held CEO Roundtables

and regional Grass Roots Gatherings, and has

started another Million Dollar Mentor program.

We have written quality standards for quartz surfacing and updated our solid surface

standards. We have started a new “Train the

Trainer” program to help fabricators keep down the cost of training new employees. We are

working out the details of our involvement at the upcoming Stone Expo, KBIS and International

Builders Show. For the first time ever there will be a Countertop Pavilion at IWF in 2014, and ISFA will be right in the middle of it. ISFA is

putting together educational programs to be presented at many of these events.

these things and that is to be there. Get involved and your business will grow.

As I write my last few lines and say goodbye

as president of ISFA, I want to one more time

thank all the great people I have come to know through the association. All the past board

members and individual members I have met

all over the world. To all the manufacturers and suppliers that have helped support ISFA over the years I also want to say thank you. And

finally I want to thank my family. I have a family business. My wife Karen, my daughter Melissa

and my son Nick all work in the business. They

excuses for not participating and I’ll tell you I can

away. Thanks again to each of you.

probably match each excuse 10 to one with a

positive story from those who have participated.

I have been an ISFA member since 2001 and a

board member for the last five years. I am proud to say my business has grown every year since 2009. I have said this so many times they will

probably put it on my tombstone, but, “I owe it all to ISFA.”

and running the business when I have been

I can honestly say I am turning the gavel over to a great individual and a friend. You will all

be proud of the things that Dave Paxton and

the ISFA board have planned for 2014. I look

forward to my last year on the board as the past president. It WILL be exciting to watch.

I also want to urge you one last time to get

When I first joined the association, I probably

involved in your association. Attend the events in

time and money to attend these events. My wife

ISFA for all that you have done for me.

said the same things you are saying about the

the coming year. You will not regret it. Thank you

probably thought I was crazy when I told her

Wow, what a year…

how much it was going to cost to attend that

first event. Now she thinks I’m crazy if I don’t

attend. I cannot begin to estimate how much

Mike Langenderfer

learned at these events.

mike@countertopshop.net

money I have made over the years from things I

with problems in Syria, Egypt, the Philippines,

procedure or piece of new equipment. You can

10 • Vol. 6 / Issue 4 • International Surface Fabricators Association

the weight. There is only one way to experience

have done a tremendous job of supporting me

maybe you should be on Mars. I’ve heard all the

There is nothing better than being there face-to-

Iran and many other places around the world,

on that new sink clip to see if really does hold

If you’re still not participating in these events,

into play and still aren’t sure how it will affect

things. The United States has rushed in to help

passion for the industry. You can’t pick up a new

face with your peers and discussing the latest

spend as much time as you want on the Internet,

ISFA President

Calendar of Events CCI Ultimate Concrete Countertop Training Dec. 9 – 13 Raleigh, N.C. (888) 386-7711

The Stone & Tile School Essential Marble and Stone Restoration Dec. 16 – 20 DeBary, Fla. (407) 567-7680

The Stone & Tile School Walls and Countertops Dec. 21 – 22 DeBary, Fla. (407) 567-7680

The Stone & Tile School Essential Marble and Stone Restoration Jan. 13 – 17, 2014 DeBary, Fla. (407) 567-7680

The Stone & Tile School Walls and Countertops Jan. 18 – 19, 2014 DeBary, Fla. (407) 567-7680

StonExpo/Surfaces/TileExpo (with ISFA/CMA education sessions) Jan. 27 – 30, 2014 Las Vegas, Nev. (866) 550-6808 Stone Forensics Stone & Tile Inspector Training Jan. 27 – 31, 2014 Las Vegas, Nev. (321) 514-6845

KBIS/IBS 2014 Feb. 4 – 6, 2014 Las Vegas, Nev.

The Stone & Tile School Essential Marble and Stone Restoration Feb. 10 – 14 DeBary, Fla. (407) 567-7680

The Stone & Tile School Walls and Countertops Feb. 15 – 16, 2014 DeBary, Fla. (407) 567-7680

ISFA Grass Roots Gathering Hosted by ILSD Feb. 20, 2014 Boston, Mich.

(877) 464-7732 gatherings@isfanow.org

Park Industries Digital Expo Feb. 28, 2014 Waco, Texas (800) 328-2309

China Xiamen International Stone Fair March 3 – 6, 2014 Xiamen, China +86 592-595-9616

ISFA Total Fabricator Training – Solid Surface March 3 – 6, 2014 Morganton, N.C. (877) 464-7732 mike@isfanow.org Regent Stone Products Engineered Stone & Granite Repair Course March 13 – 14, 2014 Virginia Beach, Va. (800) 624-8210

ISFA Business Boot Camp March 25 – 26, 2014 Pittsburgh, Pa. (877) 464-7732 gatherings@isfanow.org ISFA Total Fabricator Training – Stone/Quartz Hosted by Alpha Tools April 7 – 9, 2014 Oakland, N.J. (877) 464-7732 paula@isfanow.org ISFA CEO Roundtable April 28, 2014 Las Vegas, Nev. (877) 464-7732 gatherings@isfanow.org Coverings 2014

April 29 – May 2, 2014 Las Vegas, Nev. (703) 683-8500

ISFA Total Fabricator Training – Solid Surface May 19 – 22, 2014 Morganton, N.C. (877) 464-7732 mike@isfanow.org Carrara Marmotec 2014 May 21 – 24, 2014 Merina di Carrara, Italy +39 0585-787-6022

Regent Stone Products Engineered Stone & Granite Repair Course June 5 – 6, 2014 Virginia Beach, Va. (800) 624-8210

ISFA Total Fabricator Training – Stone/Quartz Hosted by Alpha Tools June 23 – 25, 2014 Las Vegas, Nev. (877) 464-7732 paula@isfanow.org ISFA Total Fabricator Training – Solid Surface July 14 – 17, 2014 Morganton, N.C. (877) 464-7732 mike@isfanow.org ISFA Total Fabricator Training – Stone/Quartz Hosted by Alpha Tools Aug. 4 – 6, 2014 Oakland, N.J. (877) 464-7732 paula@isfanow.org ISFA CEO Roundtable Aug. 19, 2014 Atlanta, Ga. (877) 464-7732 gatherings@isfanow.org Countertops Symposium Aug. 19, 2014 Atlanta., Ga. (404) 693-8333

IWF 2014 (with new Countertops Pavilion) Aug. 20 – 23, 2014 Atlanta, Ga. (404) 693-8333

ISFA Total Fabricator Training – Solid Surface Sept. 15 – 18, 2014 Morganton, N.C. (877) 464-7732 mike@isfanow.org Submit your event for consideration in our Calendar by emailing Editor Kevin Cole at kevin@isfanow.org.

International Surface Fabricators Association • Vol. 6 / Issue 4 • 11

In the Industry

Formica Hires New VPs, Opens New Laminate Plant in China

Artisan Group Holds Third Annual “Counters For A Cause” Stone Sale Several weekends in October, Artisan Group members held its third annual “Counters For A Cause” national stone sale, selling granite and other stone remnants, with 3 percent of proceeds going to charitable organization Homes for Our Troops. Homes for Our Troops uses the funds to build specially adapted homes for severely injured veterans. During the first two events, Artisan Group members raised nearly $60,000, and were expected to raise another $30,000 during the recent event.

“Our soldiers give up many things, including parts of themselves to defend the freedom we Americans hold so dear” said Chad Seiders, Artisan Group executive director. “We are proud of them, and consider it a privilege to give something back to them.”

Integra Adhesives Appoints New Territory Manager Integra Adhesives USA Inc. has appointed Monika Gasior as Midwest territory manager, based in Chicago. With more than 10 years’ experience in the countertop, architecture and design industry, Gasior will provide sales and technical assistance to fabricators in the U.S. Midwest. “The hiring of Monika demonstrates Integra’s ongoing commitment in supporting countertop fabricators throughout the United States” said an announcement by the company.

12 • Vol. 6 / Issue 4 • International Surface Fabricators Association

Formica Corporation has announced three new appointments to its executive leadership team: Steve DeMay, vice president of sales; Amy Gath, vice president of marketing; and Raul Rosado, vice president and chief legal counsel. Each new associate will oversee his or her respective department in the company’s North American business operation. DeMay spent 13 years with LaFarge North America, a large diversified supplier of construction materials. He also held senior-level positions with Florida Tile, DAL-Tile, Armstrong World Industries and Goodyear.

DeMay will be responsible for all North American sales. Gath will lead digital, communications, advertising, creative services and overall product management. She was previously the director of marketing for Scotts Miracle-Gro Company. Rosado joins Formica from DYWIDAG-Systems International, a global system supplier of construction technologies, where he served as a legal consultant to the general counsel and worked on the company’s risk management assessment and prevention program.

Formica Group also opened a new laminate production facility in Jiujiang, Jiangxi province of China, one of the largest facilities in Formica Group’s international operations. The plant houses 10 production presses which are capable of producing more than 484 million sq. meters of laminate per year. It is the only facility in China capable of providing high pressure laminate sized 6 by 14 ft., for which there reportedly is high demand from China and Europe. The new facility is said to be built with environmental standards in mind and houses a number of sustainable technologies.

Pat Weaver, Former Director at Formica, Joins LE Smith Pat Weaver, former national OEM sales director

for Formica Corporation, joined The L.E. Smith Company as director of sales. Weaver brings more than 25 years of executive experience

in the countertop industry to his new role. As sales director for L.E. Smith, Weaver will be

responsible for identifying and establishing new

known in whole as “The International Surface

Event.” Additionally, the show will be held twice annually, with the second one known as “The International Surface Event East,” on Oct. 19 to 22, 2014, in Miami Beach, Fla. According to a release by the company, TileExpo will

have an array of tile products and will offer an education program that includes hands-on demonstrations and on-floor education.

client relationships and strategic partnerships

New U.S. Caesarstone Plant to be Built Near Savannah, Ga.

footprint.

Caesarstone has chosen Richmond Hill, Ga.,

for generating growth within the company’s

StonExpo Joined By Third Show, Expands To Twice Annually

near Savannah, as the location for its first

Hanley Wood announced that a third show will

built outside of Israel, and it represents an

join with its combined StonExpo and Surfaces event in January, and that it is launching a

second StonExpo show on the East Coast in

October. The new third segment of the event, TileExpo, will be housed alongside the two previous shows, and the event will now be

quartz surfacing plant in the United States.

This will be the first plant the company has investment of $100 million. The new plant is

scheduled to be operational in early 2015 and

is expected to create up to 200 new jobs. The

site was reportedly chosen over other locations in Georgia, Arkansas, Tennessee and South Carolina.

Tom Pinske of The Pinske Edge Honored as Chamber of Commerce “2013 Manufacturer of the Year” Tom Pinske, of The Pinske Edge Inc., was recently honored by the

Glencoe Area Chamber of Commerce, Glencoe, Minn., as the 2013

Manufacturer of the Year. In recognition of this award, an open house was held for fellow chamber members and the community. The Minnesota Department of Employment and Economic Development (DEED) was

on hand to speak to the attendees on the importance of manufacturing in Minnesota. The Pinske Edge has been manufacturing and selling

equipment, tools and supplies to the solid surface fabrication industry

since 1987. The company’s own solid surface shop fabricates all brands of solid surface and sells to all market segments. Reflecting on the

company’s history, Tom Pinske said, “The company would not have the success it has had without the great people who work here.”

Chemcore Opens New Facility on West Coast Chemcore Industries announces the opening of a new California

warehouse and showroom, in Brea, Orange County, Calif. This is the

company’s fourth location, and with warehouse/showrooms in Austin,

Texas, Atlanta and New England (Hampton, N.H.), they now are coast to coast. With these locations in place, Chemcore can offer faster delivery

and reduced shipping costs. Also, thanks to nationwide toll-free ordering,

Western U.S. customers can order from 5 a.m. to 6 p.m., and Eastern U.S. customers can order from 8 a.m. to 9 p.m., speaking directly to live and knowledgeable sales/order processors.

Sink and Glue Warehouse Launches New Website Sink and Glue Warehouse

launched its new website at

www.sinkandgluewarehouse.

com, and has also expanded its new sink program to include small

radius and farmhouse style sinks, as well as an American-made series of stainless steel sinks. “We are always looking to improve our tools,” said

Chad Thomas, co-owner of the company. “The new website is easier to navigate and offers some unique selling tools available to fabricators,

kitchen and bath dealers, designers and distributors. For example, we

have a high-quality showroom brochure available in digital format or print.

Customers can order free hard copies right off the website or download a digital copy for email.”

Circle RS#06 on page 49 or visit www.isfanow.org/info.

International Surface Fabricators Association • Vol. 6 / Issue 4 • 13

In the Industry Wilsonart Acquires Durcon, Epoxy Resin Countertops Manufacturer

ISFA to Offer CEUs Through American Institute of Architects (AIA)

experiences. The event will also include hands-on

Wilsonart announced the acquisition of Durcon

The International Surface Fabricators Association

and Slabsmith.

Incorporated, a maker of laboratory-grade work surfaces and sinks. The Taylor, Texas-based

Durcon provides countertops, tabletops, sinks and other work surfaces worldwide, and is

known for its epoxy resin surfaces. Durcon will operate as a new, independent business unit of Wilsonart. The Federal Trade Commission

granted early termination of the waiting period

for U.S. antitrust review in October, paving the way for the acquisition. It will reportedly be

financed through a combination of available

cash and Incremental Term Loan Commitments

as provided under the company’s existing credit facilities.

(ISFA) has been approved to provide Continuing an agreement with the American Institute of Surface Design Basics,” has already been

EOS Surfaces has expanded availability of its

Architects (AIA). ISFA’s first presentation, “Solid approved as a course, providing one Learning

Unit (LU) for participants. Additional courses on

quartz surfacing, advanced solid surface design, Americans with Disabilities Act (ADA) standards, and more are already under development for

2014. The new ISFA program has three current

sponsors, Dixie Plywood and Lumber Company, Meganite and Aetna Plywood, and additional sponsors are welcome.

As an Approved Provider for the AIA, the

Scientific Dust Collectors, which designs and

developing content for a variety of approved

cartridge and cyclone dust collectors, has

ISFA members. ISFA is responsible for the

Continuing Education Program at ISFA will be

manufactures a complete line of baghouse,

courses through a program with participating

appointed Andrew Rutherford as sales manager.

coordination of the CEU efforts, and provides

AXYZ Expands Online Operations

professional organizations that conduct

the-clock access to their products, AXYZ

International expanded the online services for its CNCRoutershop Division. Now accessible

online is a larger range of immediately available parts, more technical support and more

training programs. AXYZ’s expansion means an easier purchasing, assistance and educational

experience for AXYZ customers. Customers can

now go to AXYZ website at www.cncroutershop. com and order parts, such as controller parts,

fuses, belts, bearings, spindles, vacuum pumps and controllers. AXYZ has also enhanced

its available online software product training

courses, and technical information downloads.

Customers can choose either a standard

training course or a customized course to suit

their needs. Training lessons range from single

the responsibility of ISFA, with guidance from Continuing Education Program participants.

ISFA will also train and register presenters who

will be qualified to deliver approved courses on behalf of ISFA.

Hall (Pennsauken, N.J.) and Compi Distributors (Arnold, Mo.) The addition of these distributors builds on EOS Surfaces’ existing distributor

base, which are focused primarily on its other

two products, EOS Solid Surfaces and GEOS, an

environmentally friendly option that uses recycled

glass in its construction. The addition of these five brings EOS Surfaces’ total number of distributors to 15.

Móz Designs Appoints New National Sales Manager Móz Designs, a fabricator of architectural metal products and designer laminate

surfacing materials, appointed Erica Lucas as the company’s new national sales manager. Lucas

will oversee the company’s expanding network of sales representatives on both national and international levels. She will also coordinate professional education and training, market

and designers and also help to educate potential

show activities. Lucas joined Móz in April 2013 as

companies to have more contact with architects customers on a variety of topics,” said ISFA

Executive Director Chuck Sawyer. “We think this

will be of great value to our members to increase their reach and influence with more specifiers.”

For more information, contact Chuck Sawyer at cksawyer@isfanow.org.

for two hours each. Additionally, the company

Park Industries is holding a Digital Stoneworking

has launched its CNCRouterCoach operation,

Expo on Feb. 28, 2014, at Goldstone Granite

& Marble in Waco, Texas. Attendees will learn

14 • Vol. 6 / Issue 4 • International Surface Fabricators Association

(Charlotte, N.C.), ISG (Sterling, Va.), Fessenden

“This program will help participating ISFA member

course, which consists of five sessions that run

operators.

distributors: Wilsonart (Temple, Texas), Web-Don

administration of the CEU programs will be

components, like the popular PanelBuilder

problems and provide coaching for new

Enhanced EOS, by partnering with five new

continuing education programs.The ongoing

Park Industries to Hold Digital Stoneworking Expo

technicians to remotely diagnose machine

copper-infused antimicrobial surface, Cupron

the point-of-contact for the AIA and other

one-hour sessions to courses with multiple

an online assistance portal that enables AXYZ

Waterjet, AlphaStone, Laser Products, Moraware

EOS Surfaces Adds Distributors to Expand Availability of Antimicrobial Cupron Enhanced EOS

Education Units (CEUs) to architects through

Scientific Dust Collectors Appoints New Sales Manager

In response to its customers’ need for around-

demonstrations from Park Industries, AccuStream

how small, medium and large fabricators have

changed their strategies and transformed their shops into profitable, digital fabrication shops, with four fabricators sharing their personal

research, new product introductions and trade

an account manager. She previously was affiliated with O’Keeffe’s/SAFTIFirst, an architectural

building products company, where she directed

regional sales, oversaw training of new staff and assisted with CRM implementation strategies.

Granex Builds New Manufacturing Facility Granex Inc. has built a new manufacturing

facility in Tampa, Fla. The $6 million development,

located at 5101 E. Diana Street, processes granite and marble slabs from imported raw materials,

and calls for the hiring of up to 50 new employees.

The facility will allow for the distribution of

products within the United States, as well as

exporting to Europe, Central America and South America.

Wolseley Canada Becomes TOTO’s First National Canadian Distributor Wolseley Canada and TOTO have a new partnership that makes Wolseley the first company in Canada to carry TOTO’s full product line from coast to coast. As of today, all TOTO fixtures and fittings, including faucets,

accessories, showers, flush valves, lavatories, toilets, baths and urinals,

are available at Wolseley’s 144 Plumbing branches and showrooms across

Canada. This new agreement is an expansion of the companies’ relationship that has existed successfully in Western Canada for more than 10 years.

NueMedia Hires 2 New Wood Group Staff Members NueMedia LLC, publisher of WoodIQ.com and CountertopIQ.com, has hired two new staff members for its Wood Group. Mary-Carel Verden has joined the company as the content manager, and Henry Verden has accepted

a position as the customer relationship manager. Mary-Carel Verden has

experience with publication design, editorial development and photography including more than 30 years in magazine management, catalog design

and production, advertising, marketing, public relations, social media and exhibit work. Henry Verden has more than 15 years of experience writing, editing and managing magazines, newsletters and catalogs. Kim Kaiser,

now Kim Schmidt, will remain as chief content officer, but as an independent consultant. Schmidt will continue to monitor the content on all of the

company’s digital information portals, assist in the direction of the content and consult on future NueMedia projects.

Fishstone to Host New Classes in 2014 in New Training Center Concrete Countertop Supply by Fishstone will be holding new classes

in 2014 at its new Fishstone Training Center in Crystal Lake, Ill. The new

4,000-sq.-ft. training center has dedicated space for high-tech classroom learning, as well as a hands-on workshop for mold making, casting, wet

polishing and final finishing of all class projects. Future classes will include GFRC basics, advanced techniques, wet cast, mold making, foam core techniques and lightweight project design. All classes cover recipes

designed for specific project types and are conducted hands-on, using the latest tools and equipment for decorative concrete.

UofCTS Increases Recertification to 2 Years The University of Ceramic Tile and Stone (UofCTS) increased the renewal date of the Tile Installer Thin-set Standards (ITS) Verification certificate

to two years from one. This means that every two years the tile installer

must retake the updated course in order to stay current with new industry standards. In the past, installers were required to retake the course

annually to stay current. The change to extend the renewal date of the ITS Certificate to two years was part of an agreement made between

UofCTS and the Tile Marble Terrazzo Union Local 18. The ITS Verification

course instructs installers, setters and finishers on industry standards and practices, manufacturers’ requirements and proper installation methods

for tile thin-set applications that apply to ceramic, porcelain, stone, glass

and other types of adhered tile materials. The course also teaches quality workmanship requirements and practices; how to inspect and prepare

substrates and tiles, and how to achieve full thin-set coverage; and quality workmanship requirements and practices.

Circle RS#07 on page 49 or visit www.isfanow.org/info.

International Surface Fabricators Association • Vol. 6 / Issue 4 • 15

OR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE ABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE ABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE ABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR

Education Connection

Building Connections:

ISFA to Hold Educational Sessions at Upcoming StonExpo Two important goals of ISFA are to help educate

Iowa in 1992, he began working with stone. He

situations, the session leaders will show you how

beneficial connections. In 2014, the association is

2003 to 2008 he and his father Lenard ran a stone

building and installing cabinets/countertops.

the industry and assist fabricators in making

working to further these goals by partnering with

other organizations to expand its reach. One such organization is StonExpo/Marmomacc Americas.

At the StonExpo show January 27 to 30, 2014,

ISFA will be holding several educational sessions

that bring in some of the top experts in the field to share their knowledge with the industry.

The educational offerings being presented at StonExpo are as follows:

Tuesday, January 28, 2014 8 a.m. to 9:30 a.m.

Less Chaos, More Cash Presented by Aaron Crowley of Crowley’s Granite Concepts, Tualatin, Ore. There is a process for reducing confusion and

improving profits in your small business. For the

important work to get done right and at the right

time, a three-step management process must be applied. This easy-to-implement approach will

reduce the confusion that causes chaos and costly mistakes every time it is tried!

About the Presenter:

started his work with countertops in 1997, and from installation company. In 2008 and 2009 he helped VT Stone Surfaces create quartz and granite

installation schools at their facilities in Rome, Ga.,

and LaMirada, Calif., and has subsequently trained more than 250 students. Nottestad is a certified

installation trainer for Silestone and Caesarstone.

3:45 p.m. to 5:15 p.m.

Diversifying Your Countertop Business Presented by David Paxton, of Paxton Countertops, Eagle, Mich.

This presentation by a seasoned veteran of a family business that has grown from a laminate shop to a provider of a variety of products and services will help guide you through the maze of issues encountered in the diversification process.

About the Presenter:

David Paxton is a second generation fabricator

and owner of Paxton Countertops in Eagle, Mich.

His company works with a variety of surfacing

materials, including solid surface, granite, quartz, laminate, concrete and more. He is currently vice president of the ISFA Board of Directors.

to avoid the pitfalls that can be encountered when About the Presenters:

Chuck Sawyer is the executive director of ISFA. He has been part of the surfacing industry

since 1974, originally owning fabrication shops in Cincinnati and Pittsburgh. One of the first

DuPont certified trainers, he pioneered some of the early fabricator training in the United

States and South America and was one of the

original faculty members of ITEC. He has sales,

marketing and product development experience at both the distributor and manufacturer levels

with International Paper, Formica and Ohio Valley

Supply. He was one of the first to be accredited as a LEED Green Associate by the USGBC.

Dave Grulke has more than 20 years’ experience in advertising sales and media management. He

has rehabbed dozens of residential properties, and in 2002 he opened his own general contracting

business. Having learned site-built cabinetry and finish carpentry installations early in his career, Grulke developed his business to specialize

in turnkey custom kitchens, baths and home

Wednesday, January 29, 2014 8:00 a.m. to 9:30 a.m.

Meetings You Can’t Miss Presented by Aaron Crowley

offices. He currently serves as executive director

He also founded FabricatorsFriend.com to deliver

Presented by the author of the well-received

help stone shop owners build more productive and

presentation will address the value of participation,

3:45 p.m. to 5:15 p.m.

Using the New ISFA Quartz Surfacing Standard Presented by Chuck Sawyer, ISFA Executive Director

Aaron Crowley started in the stone industry at 17

and in 1998 founded his own business — Crowley's Granite Concepts. He has grown the business into

one of Portland’s most well-respected stone shops. products and resources to the stone industry and

book on business, Less Chaos More Cash, this

profitable businesses.

interaction and communication through the regular

Noon to 1:30 p.m.

Lean Manufacturing in the Fabrication Shop Presented by Jason Nottestad, of VT Industries, Rome, Ga. Lean maufacturing principles can be applied to the fabrication shop. The presentation reviews various aspects of lean including Just In Time, Kaizen,

Standard Work, 5S and other important topics.

Practical applications of these principles in the fab

shop will be discussed with examples and forms to help transition to lean manufacturing.

About the Presenter:

Jason Nottestad is a 17-year veteran of the stone industry. After graduating from the University of

16 • Vol. 6 / Issue 4 • International Surface Fabricators Association

use of three important meetings that any small business should implement.

Noon to 1:30 p.m.

Stop Finger Pointing Before It Starts …

Coordinating Residential & Commercial Projects Presented by Chuck Sawyer, ISFA Executive Director, and Dave Grulke, CMA Executive Director Veterans of the cabinet and countertop industries

will have a practical discussion of how to conduct residential and commercial projects in which

of the Cabinet Makers Association, and provides

seminars across the country on advertising, sales and marketing.

With the publication in 2013 of a new ISFA

standard for quartz surfacing materials, it will be important to know how to interpret and utilize the standard. Each section of the document

will be explained with emphasis on the various

performance criteria discussed in the standard.

The purpose and applicability of the various tests will be discussed. In addition, the scope and

content of the ISFA fabrication standards will be

presented. Architects can earn AIA CEU credits for attending this session.

two different subcontractors are involved. Using

For more information or to register for any of

experience in dealing with the real life project

StonExpo/Marmacc Americas at (866) 860-1971.

examples from actual projects, plus years of

these events go to www.stonexpo.com or contact

Circle RS#08 on page 49 or visit www.isfanow.org/info.

Staying Ahead of the Curve

18 • Vol. 6 / Issue 4 • International Surface Fabricators Association

Manhattan Building Remodel Features Monolithic Sculptural Solid Surface Structures

W

HEN HARBOR GROUP INTERNATIONAL PURCHASED THE 22-STORY, 1.1-MILLION-SQ.-FT. OFFICE BUILDING IN LOWER MANHATTAN that houses JP Morgan Chase, they may not have had giant sculptural solid surface elements in mind for the lobby, but that’s what they ended up with. And in the end, they smiled all the way to the bank.

The real estate investment company based in Norfolk, Va., purchased the building at 4 New York Plaza for $107 million and shortly after brought on design firm Studios Architecture NY to spruce the place up in a big way. In addition to housing the offices of JP Morgan Chase, the building is also home to the New York Daily News, U.S. News & World Report and American Media, which called for a lobby that reflected the stature of the tenants.

Designed in the Brutalist style of architecture that flourished from the ’50s to the mid-’70s, the building has a very linear, fortresslike and blockish look that critics of the style may find “cold” and unappealing. However, Studios Architecture found ways to combat this perception using contrast, rather than just destroying the bold stature of the original design.

Harbor Group approached Studios to help re-imagine the lobby of the brick building built in the late ’60s, which had a dark brick and bronze palette throughout. The idea the architectural firm came up with was to use a series of selective alterations to create a new impression. While the addition of white gallery walls and some functional changes to the entrance were relatively easy ways to brighten the space and improve the flow of the lobby, the designer for the firm, Lang Shaw, had some additional big ideas that would help to animate the space.

The lobby renovations at the 22-story office building at 4 New York Plaza in Lower Manhattan included adding elements to contrast the dark and angular architecture, such as a Glacier White DuPont Corian thermoformed newsstand kiosk and reception desk, both of which added fluidity, brightness and personality to the space.

He wanted to include two monumental sculptural elements that would “activate” the space and bring fluidity and identity to the lobby, in contrast with its imposing, almost industrial structure. These were in the form of a large thermoformed solid surface reception desk, which would replace an existing plastic laminate desk and bronze elevator control station, and a thermoformed solid surface newsstand kiosk with integral incidental seating. Both of these features would also be stark white to contrast with the darkness and solidity of the lobby’s brick walls and floor pavers, while also taking advantage of the generous scale of the lobby.

The new desk was to be 30 ft. long with International Surface Fabricators Association • Vol. 6 / Issue 4 • 19

(left) This 30-ft. solid surface reception desk was created to replace a plastic laminate desk and bronze elevator control station that previously occupied the space.

a variety of complex contours that would

These tools, along with years of experience, allow

approximately 30 ft. long by 25 ft. wide by

work being performed in the solid surface world —

instill unique personality, and the kiosk was 12 ft. high. Both were seamless in appearance, because of the nature of solid surface, but

fabricated with intermittent reveals designed to enhance the scale and form of the elements.

Miller to ply his trade on some of the most intricate well beyond just countertops.

“We specialize in custom solid surface

applications — usually in the high-end market,

but also in a production setting as a result of the

So, 3-D models of the two forms were

machinery and technology that we have acquired

handle the complexity involved in the building

years of our company we were forced to outsource

were, essentially, both functional works of art.

but we always had the goal of being self-sufficient

Sterling-Miller Designs Inc., of Brockton, Mass.,

percent of our fabrication remains in-house. Now,

constructed, but not just any fabricator could

over many years,” explained Miller. “In the early

of such intricate and unique structures that

certain non-traditional aspects of our fabrication,

That’s where award-winning fabricator

as a company. Happily we can now say that 99

came into the picture.

typically only metal fabrication will be outsourced.

The Fabricator Behind the Project

“We have reinvested in our company over the

Sterling-Miller is well known for its unique

and complex installations in Massachusetts,

New York and around the country. Among its

notable creations are landmarks, such as the

thermoformed DuPont Corian Bar located in the Condado Plaza Hotel in San Juan, Puerto Rico,

and the well-known “overstuffed chairs” made of Corian in New York City’s Grand Central Station,

as well as numerous high-end private residences.

years by acquiring machinery that has allowed us to stay ahead of the fabrication curve,”

continued Miller. “This has proven to be helpful in a very difficult economy. We have been able

to better control costs, lead times and quality by

keeping things in house. We have also benefitted by collaborating with other fabricators who have

projects that require specialty fabrication. Rather than viewing these fabricators as competitors, they become partners. They are able to meet

Never one to back down from a challenging

their clients’ needs without making the large

successful solid surface fabrication business over

that is associated with the learning curve of this

through tackling projects others may think

It is exactly this willingness to go the extra mile

project, owner Joel Miller has developed his

investment in machinery, technology and time

the course of 16 years and uncountable creations

kind of fabrication.”

impossible. While this originally grew out of a

need to keep the work flow steady, taking on jobs others avoid has become the company’s niche, and has led to a broad skill set that includes

many techniques not in the typical fabricator’s arsenal, such as complex modeling, reverse engineering and advanced thermoforming.

And, the company has all of the tools necessary to perform these unconventional, innovative

tasks. Included in Sterling-Miller’s 6,000-sq.-ft. facility are a large 4-axis CNC machine, 7-axis

robotic equipment, large thermoforming ovens, vacuum forming equipment, a gantry-crane

system, 3-D digitizing equipment and highly

advanced 5- and 7-axis CAD/CAM Software.

20 • Vol. 6 / Issue 4 • International Surface Fabricators Association

and work well with others, along with the fact that Sterling-Miller is ahead of the learning curve that led to the project at 4 New York Plaza.

Many Parts, Many Partners

(above) To take advantage of the generous scale of the lobby this 30-ft.-long by 25-ft.-wide by 12-ft.-high solid surface newsstand kiosk with integral seating was created as part of the building’s renovation. steel support structures. After creating 3-D models of the steel structures, Sterling-Miller then outsourced their creation to a highly skilled firm that specialized in metal fabrication.

Then molds to thermoform the solid surface shell, which was made of Glacier White DuPont Corian, had to be designed and created, which was no easy task. Some of the molds were as

Once Studios Architecture had developed a

large as 6 ft. high and 55 in. wide and weighed in

reception desk and brought on Sterling-Miller,

molds were created, the challenge was far from

design for the outer 3-D surface of the kiosk and it was up to the fabricator to figure out how to make it a reality.

the neighborhood of 300 lbs. However, once the over. The process to create the actual forms included 7-axis machining and multidirectional

Miller knew the structures had to be strong

thermoforming of 55 sheets of Corian. The kiosk

they were designed for, but also the weight of

reception desk another 14 major components

structural engineer who designed the interior

many other minor components.

enough to not only support the functions that

was made up of 45 major components and the

the solid surface exterior, so he brought in a

in addition to both of their steel structures and

A steel substructure had to be built first to accommodate the weight of the solid surface shell that would skin the large sculptural elements.

Once the steel frame was created, molds to thermoform the solid surface exterior were created.

Then once the structures were complete in

“It’s always hard to watch someone else install

dismantled, have all of the parts accurately

have so much time and energy invested in

the shop in Massachusetts, they had to be labeled for shipping to New York and

reassembled in the field. However, Sterling-Miller would not be handling the installation, which instead, was to be done by union installers,

further complicating the process. The company

also shipped its gantry crane for the installers to use on-site.

To make it even more challenging, two different

union installation companies were used and the building was fully functional during the install, meaning the work had to be done at night.

your work,” said Miller, “especially when you

the project. When you create something from

scratch over a seven-month period, you know exactly where every nut, bolt and shim goes.

Communicating this accurately to the installers

Resounding Results While the project was not without its challenges, the final product was a resounding success, having been completed on time in the window allotted. The new sculptural elements stand in contrast to the dark and blocky original feel of the

was a major challenge.

lobby, with their bright appeal and fluid shape. The

“Building large structures made of multiple major

level, because six months after the completion of

and minor parts, by multiple tradespeople, that

had to come together to create one structurally

renovated building also appealed on a monetary the project, it was sold at an immense profit.

sound sculptural object was no easy task,” he

Two investment firms, HSBC Alternative

was happy with the final product.”

the purchase reportedly paying around $270 million

added. “But when it was completed, everyone

Circle RS#09 on page 49 or visit www.isfanow.org/info.

Investments and Edge Fund Advisors, partnered for

International Surface Fabricators Association • Vol. 6 / Issue 4 • 21

The molds that were used to thermoform the solid surface shapes that clad the structures were also used to support those exterior shapes in the final product. (far right) After the structures were created in Sterling-Miller’s shop in Massachusetts, the individual parts had to be labeled and the structures dismantled then shipped to New York for installation. for the property only two years after the initial

is a result of the perception that solid surface is an

purchase at 60 percent below the selling price.

‘imitation’ material.”

And while the lobby renovations weren’t the

However, he believes the lack of knowledge can

only reason the sale commanded such a high profit margin, there’s little doubt that it was a contributing factor. “All of the feedback we received was very positive,” said Miller. “I’m sure the improvements increased the value and appeal

be rectified. “Education is essential. We try to do this by speaking with architects and designers,” he explained. ”Rather than handing them a box of 2- by 2-in. samples, we show them the process and the finished product. Our website has proved

of the building.”

very useful in this process as well.”

While the designer for this particular project

In November, Sterling-Miller gave a presentation

understood the capabilities of solid surface and the benefits it could provide, Miller feels not everyone in the design community is in that same boat. “Many fabricators will agree that solid surface is an under-utilized material,” he explained.

“Sometimes that is due to lack of knowledge of the material and how it can be used. Other times it

and a tour of its facility to 17 Master of Architecture Students from MIT. “There is no better place to start the education process than at the source of the design process,” said Miller. “Solid surfacing is an important material for designers. It allows them to express themselves according to their own signature design style with limitless possibilities.

Circle RS#10 on page 49 or visit www.isfanow.org/info.

22 • Vol. 6 / Issue 4 • International Surface Fabricators Association

Whether traditional, minimal, organic, post

modern or whatever the future will bring, solid

surface applications and fabrication techniques are constantly adapting and advancing. With

the technology and creativity of both designer

and fabricator, solid surface is a tried and tested

material that becomes timeless. Its beauty is not merely skin deep but also hygienic, durable and

renewable, adding long-term value to every project.

It’s necessary for fabricators to bring the value

back to the solid surface industry that has been lost as the result of trying to be the low bidder.”

For more information, contact Sterling-Miller Designs Inc., 1079 North Montello St., Brockton, MA 02301-1641, by phone at (508) 894-6999 or by email at info@sterlingmillerdesigns.com, or visit www. sterlingmillerdesigns.com.

Editor Kevin Cole can be reached at kevin@isfanow.org.

Promises Promises (and How to Keep Them) Unless everyone knows their job in this situation, the promise will not be kept and a sink and

backsplash breakdown is imminent. The sink information won’t get to production, and the corresponding sink counter will be delayed.

The backsplash might not get fabricated at all.

The sink itself, once delivered, might be stowed

away on a rack without a label by a well-meaning employee. And because the shop was hastily

polishing the delayed sink counter the morning of install, the customer will have an extra two hours waiting for the installers to arrive. Then when the installers realize that the sink was in fact back at

the shop, another delay. The icing on the cake will be the customer calling in to complain that the promised backsplash on the vanity is missing.

If this scenario or ones like play it out with any sort

By having clear, well-defined and measurable of frequency or regularity in your shop, it’s pretty processes in place with documentation, the safe to say you are currently a member of the group nightmares of the orphaned backsplash and unlabeled sink box can become a thing of the past. that struggles organizationally to keep its promises.

Thankfully it’s not a permanent and inescapable

By Aaron Crowley

All fabrication companies fall into one of two

groups: those that can keep the promises they make to the client and those that can’t. The

companies that can are more profitable and are

more fun to work for. Those that can’t squander

status! It’s as temporary as you want it to be,

depending on how hard you are willing to work.

get there by accident or luck. They get there by

tiring and chaotic.

right time.

The companies that keep their promises (defined

This practice is a simple way of managing the

by the client) do so because at every stage the

production or install) must do in any given

when it must be done. Companies that can’t, fail

do and when to do it. It has three simple stages

intuitively knows what is necessary and will do

the interest of keeping the promise and improving

and on time.

The first stage is making it absolutely clear

as on-time installation of counters as requested

work that the members of any team (sales,

staff knows what to do, how well to do it and

situation to make sure they really know what to

to do so because it is assumed that everyone

and must be applied to any situation or task in

whatever is necessary to get the job done right

profitability.

customer they can deliver their undermount

sink to the shop two days after the template is made and they can add a backsplash to their

vanities even though the job has already been cut, all without affecting the install date.

A common situation and promise no doubt!

The second stage is defining those tasks in measurable standards, as in when the document changes need to be made, where the sink must go and who the backsplash cut sheet must be delivered to. To put it in starker terms, the sawyer can’t cut the splash if he doesn’t receive the cut sheet until the day of install. A decision about when, where and who must be made in every case, relative to the promise made.

It’s your job to define the when and where related to those interdependent tasks so everyone has time to accomplish them!

The third stage is documenting who is responsible for the tasks and the measurable standards. An ancient proverb states that the strongest memory is weaker than the faintest ink. This means that if you don’t write it down and people don’t see their

Period.

that important work gets done right and at the

Let’s say your sales department promises a

It is your job to make that work clear!

the promises they make to their clients, don’t

achieve and maintain the ongoing ability to keep

new clients, making for a work environment that is

group do you belong? If you’re not sure, read on.

them.

names attached to those interdependent tasks

applying a practice to increase the likelihood

honestly evaluate your organization. To which

assigned to

The other companies, the ones who strive for,

their profits on rework, return trips and recruiting

Take a moment to think about your business and

formally

who is responsible for a given task. In the

sink and backsplash breakdown example

above, who is responsible for documenting the changes requested by the customer? Who is

responsible for receiving and labeling the sink

when it’s delivered? Who is in charge of notifying production when the sink arrives? Who is

responsible for updating the backsplash cut sheet and notifying the sawyer? If it’s not clear, team

members will make reasonable assumptions that someone else is responsible if it has never been

and standards, people will forget it’s their job.

It is your job to keep track of these assignments in black and white.

Making a promise to the customer is easy when you know, really know, the organization (the sales team, shop and install crews) that will be fulfilling the promise can keep it.

On the other hand, when you’re not really sure because you’ve assumed the work will get done, the wait between contract and completion is nerve-racking at best even if all goes well. And if it doesn’t? Well, let’s not go there!

About the Author Aaron Crowley has worked in the slab countertop industry for 19 years, the last 15 years as owner of Crowley’s Granite Concepts, a six time Angie’s List superservice award winner. Aaron also developed the Fabricators Friend line of stone-shop gear, founded Remnant Locator.com and authored the book Less Chaos, More Cash. He speaks and writes regularly on the subject of business management in the countertop industry, and can be reached at aaron@ fabricatorsfriend.com.

International Surface Fabricators Association • Vol. 6 / Issue 4 • 23

HOW TO CREATE MARKETING AND SALES SYSTEMS FOR

Highly Profitable Stone Companies

By Aileen Davis

L

ike most of America, I am a self-confessed coffee lover. At least one or two days a week you will find me standing in line at Starbucks waiting for my Cinnamon Dolce Latte or Iced Americano with cream.

Lead Generation Systems. How is it that you

day. However, on this occasion I was asked by the barista which line on my cup I wanted to fill

inquiry? How much should you expect to pay for

Several weeks ago, while it was still hot out, I received my grande Iced Americano like any other

make your phone ring? How do you generate walk-in traffic? How do you put your website

in front of the right people to generate an email

to with cream. I had never paid much attention to the two green lines on my clear Starbucks cup

a lead from each advertising medium you use?

before. The barista kindly informed me that the lines were markers for measuring how much milk

Each of those questions should be answered

and ice to add to a drink to ensure each drink is made consistently. Now, I catch myself looking for these little markers everywhere I go.

Take notice the next time you are at a fast-food chain. Whether there are small lines on the

outside of cups or markers on food containers,

market is different in the stone industry. Some companies thrive by paying less than $20 per make your stone company profitable and highly competitive.

with a challenge similar to yours when running a

Too many businesses have no direction when it comes to sales and marketing strategies.

Rather than proactively creating systems that are profitable and fit into their business model, I see many stone companies reacting to something an advertising representative told them or what they heard a competitor is doing.

increase sales and create an efficient work flow

There are five basic marketing and sales systems that you should focus on. They are:

these printed guidelines reduce the time it

takes to get the order out, ensure a consistent customer experience and make training new employees easier.

Executives at fast-food franchises are faced

stone business. They are trying to build a brand, to increase productivity. But, their employee

turnover is so high that this is almost impossible without impeccable systems for the smallest things like… how much ice to put in cups.

Without these systems, the franchise business

model would not be nearly as successful as it is.

If you have a stone business, building solid systems is vital to your success. There are marketing and sales systems you need to

24 • Vol. 6 / Issue 4 • International Surface Fabricators Association

as a part of your lead generation system. Every

The two lines on this Starbucks coffee glass represent a system that the company has put in place to ensure consistency. These same types of systems should be established for your sales and marketing effort to help ensure consistent results.

lead. Some are forced to pay upward of $2,000.

In some markets, Yellow Pages advertising

works exceptionally well. In others it doesn’t even come close to paying for itself.

To establish answers to these questions, you need a combination of good management software and marketing tracking efforts.

Call your phone company and inquire about

marketing tracking phone numbers. This type of system assigns unique phone numbers to

each marketing campaign, and when your staff answers the phone, the source is announced prior to connecting the call. They give you an

unbiased look at advertising mediums and will

help you determine what works for you and what doesn’t.

Creating this system will help you and your

managers understand your marketing efforts

much better and — as an added benefit — help you sleep better at night because you have a proven system to follow for success.

Lead Capturing Systems. Generating a lead is

Before spending another penny trying to increase

conversion ratio will go up, and you’ll end up

If you follow my earlier advice about using tracking

of your existing leads first. Do this by creating

AND prospective customer feels.

one thing; effectively capturing it is another.

phone numbers, you will see what I mean. Many

stone businesses are missing a large percentage of the leads they pay good money to generate.

your leads, make sure you’re capitalizing on all a lead capturing system. Designate phone

answering systems, email reply systems and walkin traffic systems.

diffusing the sales pressure that your manager If the lead comes in via email, have a template that has variable fields ready for installation

inquiries, billing inquiries, alliance inquiries and

If you miss a phone call because your office

Make sure you capture as much information about

even complaints. Instruct your manger that it’s OK

customer, you’ve missed an opportunity. If you

manager is out to lunch or busy with another

don’t have your manager check, and appropriately respond to email inquiries every day, you’re missing opportunities.

Create systems to capture every lead you pay

to generate. This means considering using a call center to answer your after-hours and roll-over phone calls.

If you pay $100 or more to generate a lead that is possibly worth up to $7,000 or even greater, missing more than a few per month is a costly mistake. Make sure your staff knows to check the email inbox every day at lunch and before

going home. Create a standard response template that your staff can use for each inquiry that will

help drive the sale. This saves them time and will give you control over what is said to prospects inquiring via email.

people that inquire. Get their contact information

to modify it if needed, but to make sure that the

so you can appropriately follow up if necessary.

important elements remain unchanged.

Lead Conversion Systems. So, you’ve generated

Again, consider testing a call center. These

turn it into a paying customer! What you say and

higher sales ratio than businesses have on their

a lead and captured it effectively. Now you need to

companies know what works and usually have a

how you say it are critical at this point.

own.

Some stone businesses will turn to scripts for

Lead Follow-up Systems. A follow-up system

somebody who is clearly reading a script? If

proven fact that following up with people results

this. How do you like it when you’re talking to

you’re like most people, you hate it. Scripts are impersonal and not very effective.

Rather than using a script, give those who

interface with prospects an outline that covers

your objectives for the call and a process to follow.

Then instruct them to “make it their own” so

they’re comfortable with the language and can talk to people the way they deserve to be talked to.

If you do this, I guarantee your lead to sale

Circle RS#11 on page 49 or visit www.isfanow.org/info.

for those leads that don’t convert is crucial. It’s a in installs. However, you must have systems in

place to make this both effective and efficient for

your staff. After you talk to a lead, have a multistep system in place for following up with that person.

If you are able to capture their mailing address, phone number and email address, I highly

recommend having marketing materials prepared for all three mediums.

You should send them a letter the same day.

They’ll get it within three days so the timing will

International Surface Fabricators Association • Vol. 6 / Issue 4 • 25

be just about perfect. Let them know that you

their database of customers frequently enough.

there to serve them and help them with any

least every 30 days.

appreciate them stopping by and that you are

You should be mailing your existing customers at

stone related needs. Give them incentive to buy

With a little creativity, there are hundreds of

within 30 days.

things you can promote to an existing customer,

Seven days after the visit, call them. Again,

and the easiest sale to make is to someone

don’t use a script. Have your sales manager

who has already done business with you in the

say whatever sounds natural, but tell them the

past. Consider producing your own newsletter

objective is to say thank you and give them a

that includes interesting stories and your

special offer to make a decision within the 30-

advertisements. If you mail out invoices or

day window. Mention the letter you sent them.

statements to your customers, be sure to include marketing materials in the envelope.

Email them 14 days after the visit with

remodeling and stone selection tips included so

Every customer should be told about and

you’re not being pesky, but helpful. And finally,

reminded of your customer referral program and

have another letter go out four weeks after the

given the materials they need to fulfill it.

visit letting them know that you’ll extend the

As part of your marketing and sales system,

discount offer for another two weeks and that you hope to see them soon.

include database marketing. Tell your staff that

To do this you will need good management

or four weeks and give them the letters and

letters need to go out to customers every three

software with calendar and letter capabilities.

materials they need to do this. Take all of the

The more you can automate, the better.

guess work out of this and you’ll love the results.

By doing this, you’re doing everything you can

company they become even more important.

Take the time to write out every last detail of

these systems. Include details like what kind of postage to use, what time to check email,

what kind of paper to use, who is authorized to contact advertising reps, and so on.

After you’re happy with the result, spend the time and money to have your written systems printed out and placed in a nice binder. Your managers should study the systems closely and follow them perfectly when running your business.

Michael Gerber, the world renowned author of The E-Myth, put it best when he said, “If your

thinking is sloppy, your business will be sloppy.

If you are disorganized, your business will be disorganized.”

I promise you this — if you think accurately and

critically about each of these systems, your stone business will be better run, more organized and,

most of all, make you more money with less stress.

About the Author

If you have email addresses, invest in an

to capitalize on the investment you made to

automated email auto-responder that

generate a customer.

automatically sends your customers messages thanking them for their business and offering

Database Marketing Systems. Your biggest

them something else of value.

source of added revenue is going to come by

increasing the lifetime value of each customer.

No matter what, you should have these systems

You can increase the value of each customer by

in place. Even if you only have one employee,

services. Very few stone companies market to

you stress. However, when you have a larger

systems will make you more money and save

up-selling and cross-selling related products and

Grass Roots

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We need your help to make these events the best that they can be. For more information or to help organize an event in your area, please contact ISFA at gatherings@isfanow.org.

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BOSTON, MICH. – February 20

Circle RS#12 on page 49 or visit www.isfanow.org/info.

26 • Vol. 6 / Issue 4 • International Surface Fabricators Association

Aileen Davis is the president of Stone Marketing Systems (SMS), which is dedicated to helping stone businesses increase their profits through innovative sales and marketing strategies. To subscribe to Aileen’s e-newsletter for free tips or schedule a 30-minute "Marketing TuneUp," visit www.StoneMarketingSystems.com or call (888) 813-9658.

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Subscribe at http://isfanow.org/magazine/ or fax this form back to ISFA at (412) 487-3269 or by mail: 2400 Wildwood Dr. Gibsonia, PA 15044 International Surface Fabricators Association • Vol. 6 / Issue 4 • 27

Battling Germs with Surfacing Material An inside look at an Israeli hospital project featuring a new antimicrobial surface

By Gordon Shell

A project similar to the one at Tel Aviv’s Rueth Hospital was recently finished at Sentara Leigh Hospital in Norfolk, Va., where the world’s largest known clinical trial for antimicrobial surfaces will launch in January 2014.

28 • Vol. 6 / Issue 4 • International Surface Fabricators Association

Rueth Hospital in Tel Aviv, Israel, was the site of the first installation of Cupron Enhanced Eos outside of the United States. The facility stands on the edge of the city and was originally built to offer healthcare to survivors of the Holocaust.

Editor’s note: EOS Surfaces has developed a new hard surfacing product, Antimicrobial Cupron Enhanced EOS Surface™, which has copper particulate embedded throughout the entire sheet at the time of manufacture. EPA Registered for Public Health Claims, this surface kills greater than 99.9 percent of bacteria* within two hours of exposure and continues to kill 99 percent even after recontamination. This potential impact on the healthcare industry, which is constantly looking for ways to combat secondary infections, is significant. Sentara Healthcare in Virginia just opened a 129-bed tower in Norfolk with nearly 8,000 square feet of the surface. In January 2014, they will launch the world’s largest known clinical trial for antimicrobial surfaces. The demand for this new product is growing worldwide, and as such, EOS’ technical manager for the material, Gordon Shell, walked us through the first installation of the material overseas, which he performed personally, in a sort of “stranger in a strange land” type scenario.

O

N JULY 10, 2013, I DEPARTED DETROIT, MICH. ON A 747 HEADED

TO TEL AVIV, ISRAEL. Not only was it my first trip to the Middle East, but I was headed there not

knowing exactly what to expect. There waiting for me was a 2,000-lb. crate of tools and a 5,000-lb. crate full of Cupron Enhanced EOS Surface™

sheets. Armed with a suitcase of clothes and toiletries, and an intimate knowledge of the

product, I was faced with the daunting task of 10 working days to fabricate and install surfacing

for an entire wing of an Israeli hospital! After 17

hours in the air, I arrived, grabbed my rental car and began my journey through a country that I

had only known from CNN footage. I was a little scared and a little anxious, but honored to be

chosen as the guy that would make history with this monumental install.

I arrived at my hotel at approximately 10 a.m. on July 11, only to find out that the materials and

tools had been held up at customs. This was not the start I was hoping for. Because Hebrew and Arabic are the official languages of Israel,

and I did not speak either of them, I required a

translator, who also served as my guide. He was an Israeli infection-control doctor and a main

technology specialist for Cupron Israel, and a

very knowledgeable man. He took me to meet

the architect at the jobsite, Rueth Hospital, an old through donations to offer care to the victims

All of the fabrication for the 35-sheet project was done on-site on this 15- by 15-ft. paved patio outside of the nurses’ ward.

façade, and 70 percent of it looked like it was

the task of getting these large crates onto the

healthcare facility that had originally been built

of the Holocaust. The building had an old stone right out of the 1940s.

The wing I was working on was being fully

renovated as a modern, tightly sealed respiratory ward that must be bacteria-free for its patients.

Cabinets in place, drywall primed, but full of HVAC equipment and the contractors that

were installing it, the space was as ready for my install as it was going to be. I was shown to my fabrication facility, a 15- by 15-ft. brick paved

patio, just outside of the nurses’ ward. I knew I had my work cut out for me.

My job was to install about 875 sq. ft. of material, including the nurses’ stations, side bed tables, doctors’ room tables, window sills, linen carts, mobile patient tables, sink stations and break

room tables — just about every horizontal surface that the patients or staff might come in contact with. I was able to get the lay of the land, but

because I had no materials or tools to use yet, that was about all that was accomplished on Day 1.

The next day, customs released the tools and materials, but we were now challenged with

grounds of the hospital and near my work area.

The solution was to hire a 10-ton boom crane to

lift the crates over a 12-ft.-high security fence and onto the hospital grounds. This task ate up the

majority of my second day, leaving me with just

eight working days to complete one of the largest installs of my career. However, I was introduced

to my assistant on the project, a 25-year-old local laborer with no surface fabrication experience. I spent the final hours of the day sorting through

my tools and material only to find out that some key items were missing, namely offset router

collars for all of the radius tops I had to install.

The job wasn’t getting any easier.

On Day 3, without a single sheet having been cut yet, I spent the morning traveling around Tel Aviv to try to find replacements for my missing parts.

It turns out that there is no Home Depot in Israel

and unlike the United States, there aren’t big box

stores on every corner. After hours of searching, I finally found the closest thing to a big box home improvement store that I could find, so I parked my car and went in to find my parts. Seventeen

International Surface Fabricators Association • Vol. 6 / Issue 4 • 29

EOS Surfaces’ Technical Manager Gordon Shell performed the fabrication and installation personally on this project over the course of 10 days, with only the help of an inexperienced day laborer. minutes later, I left the store without

installed 99.9 percent of the project,

with the fact that my rental car had

still left to sand and glue down.

the parts I needed, and was greeted been towed! An hour later we had

very adept at running a sander and

salvage the last half of the day.

sheets, and was able to finish up the

We worked well past sunset trying to make up for lost time and managed

a glue gun over the course of the 35

job while I raced back to my hotel to get ready to head out.

to get a lot of parts and substrate

Before departing the hospital, I

were sparking and laboring under the

the hospital heads of staff and

is 220 vs. the 110 we use here in the

thanked me and EOS Surfaces for

in our shipment of tools. However, we

and also announced that they have

to run high-amp tools. We also

facility to include Cupron Enhanced

for these were required, but they cost

that they will be specifying it in their

available. Thankfully, my guide had a

is planned to break ground on that

able to get one of these specialized

As I returned to my hotel to pack my

cut. However, I noticed that my tools

received kind departing gifts from

load. Because the voltage in Israel

the architect on this project. They

States, we had included converters

making a difference in their facility

soon found out they weren’t designed

all intentions of renovating their entire

discovered that special converters

Surfaces, as well as letting me know

around $1,000 and were not readily

brand-new 150-room facility that

contact at a local university and was

property in early 2015.

converts to me before my tools caught fire.

dust-coated clothes away for my

trip back home, I was thankful I got

The next day, with only seven days

the project completed and I would

created makeshift collars to replace

felt sort of a sense of heroism. With

left to finish a 35-sheet project, I the ones we were missing, and

we began the task of knocking the project out. The next several days

we worked in the Mediterranean sun nonstop 12 to 14 hours a day. The dust flew as our days (and nights)

were filled with lots of cutting, gluing, routing and installing. The remaining time went relatively easy compared

to the trials of the first few days, and the finished results were turning out nicely. I ended up working right up

until five hours before my plane was 30 • Vol. 6 / Issue 4 • International Surface Fabricators Association

Thankfully, my laborer had become

found the car, paid the $360 fine

and returned to the jobsite to try to

Circle RS#13 on page 49 or visit www.isfanow.org/info.

there were a couple of window sills

scheduled to depart, and while I had

soon be back on U.S. soil. But, I also all of the dust, adhesive-covered

fingers, tight time frames and usual

frustrations that an installer deals with on many jobs, I was also possibly

saving someone’s life in that ward, and that’s a damn good feeling.

Regardless of the trials and

tribulations of this install, it is a

milestone for me, EOS Surfaces and, I believe, the surfacing industry. I am

convinced these 35 sheets will make a huge impact on this hospital. The

ward will be closely monitored, and

the results will be documented, and

The job called for fabrication and installation of 875 sq. ft. of material, including the nurses’ stations, side bed tables, doctors’ room tables, window sills, linen carts, mobile patient tables, sink stations and break room tables — just about every horizontal surface that the patients or staff might come in contact with. through this concrete proof, as well as EPA

this major install, the CEO and founder of EOS

For more information, visit www.Eos-cu.com. Gordon

studies and approvals, it is our hope that these

Surfaces Ken Trinder has asked me to step up

Shell can be reached at Gordon@eos-surfaces.com.

surfaces prove to decrease secondary acquired

to be the technical and training manager for

infections, leading to healthier living and shorter

this new product. While all of EOS Surfaces

hospital stays for its patients. While the Israeli

products have made a huge impact in my life

Army patrols the streets of Tel Aviv with AK-

and the surfacing market, I know that I am now

47 assault rifles to protect its citizens, Rueth

part of something that will change not only the

Hospital, on the outer edge of the city, has

surfacing industry but could possibly be saving

taken its own measures to protect its citizens,

many lives in the future.

Pseudomonas aeruginosa (ATCC 15442).

It is estimated that every day in the United

The use of the Antimicrobial Cupron Enhanced EOS

States 250 people die because of healthcare

Surface is a supplement to and not a substitute for

I returned to the United States and went

associated infections (HAIs). The CDC reports

standard infection control practices; users must

back to daily duties for EOS Surfaces as its

that one in 20 people admitted to a hospital

continue to follow all current infection control

distribution and technical manager feeling

acquire an HAI and approximately 99,000

practices, including those practices related to cleaning

good about what I had accomplished. And,

people die annually from HAIs , costing the

and disinfection of environmental surfaces. The

I’m happy to announce that through close to

system nearly $45 billion a year. I am glad to

Antimicrobial Cupron Enhanced EOS Surface has

20 years in the surfacing business and my role

be part of a team that is helping to combat

been shown to reduce microbial contamination, but it

in Cupron Enhanced EOS Surfaces, including

that problem.

does not necessarily prevent cross contamination.

arming itself with the world’s first synthetic antimicrobial surface.

Circle RS#14 on page 49 or visit www.isfanow.org/info.

*Testing demonstrates effective antibacterial activity against Staphylococus aureus (ATCC 6538), Enterobacter aerogenes (ATCC 13048), Methicillin resistant Staphylococcus aureus (MRSA-ATCC 33592), Escherichia coli 0157:H7 (ATCC 35150) and

International Surface Fabricators Association • Vol. 6 / Issue 4 • 31

Today’s marketplace requires better techniques in your sales abilities. Today’s buyer

Tips, Tools & Techniques

is savvier, less gullible and extremely busy. You don’t

have time for sloppy sales

practices or lack-luster sales conversations. You need

for

to be clear, connected and compelling.

If you want to increase your sales, you need to sharpen

your skills, not your pencil. You can dramatically increase your

sales by using a few simple, but

powerful techniques that have been proven to work in just about every

MAKING SALES NOW!

sales situation.

By Kirk Heiner

A few years ago I had a sales challenge in

one of our showrooms. My main salesperson

had to take a two-month medical leave. He was my

top selling rep and sold more than $ 150,000 in countertops

every month — triple what my other reps were selling. I needed to make sure that our showroom’s sales volume remained high, but I didn’t have a top salesperson to fill in to be able to cover the showroom in his absence.

I decided to put my best friend in that position. He was our shop manager

and had never done sales before, but was personable, likable and listened

well. I put him in sales in our showroom and gave him a few of these simple techniques.

I said, “Say these things, ask this question and then shut up.” His first month he sold $66,000 worth of countertops; more than anyone else on my sales team. His second month he sold $133,000. Not bad, huh?

These techniques really work. Putting them into practice, along with a few

other tips I’ve learned over the years, will help you achieve the sales results you desire. Here they are.

Tip 1 – Understand Today’s Shopper You must understand what buyers are going through if you want to sell to them. Today’s consumer has way too much information, a fear of

making a bad decision and the added challenge of being busy. What

does all that add up to when it integrates into the decision process of an industry that has never really made shopping simple?

Studies show people with too much information and too little time grab

hold of simple concepts in order to make their decision, or opt to make

no decision at all. Buyers will often choose one of what they feel are the three safest choices: the lowest price, the busiest company or make no decision at all.

You need to know that 91 percent of all buying decisions regarding the home are made by women. They are typically the ones running all over town with

bags of chips and chunks trying to envision how their space will look when it all comes together. To say that they are challenged is putting it mildly.

32 • Vol. 6 / Issue 4 • International Surface Fabricators Association

Tip 2 – Become the Calm in the Storm Today’s shopper is hurried, skeptical and a bit overwhelmed. You need to become the calm in the storm. Create a quiet respite where they can come to relax and detox from life’s tug-of-war for their attention. People love to be pampered and made to feel special. Greet them like a welcome guest and offer them something to drink. A snack can help provide energy and a quick pick-me-up when you’re out on the hunt for your dream home elements.

Of course there are some shoppers who are on a quest to get numerous quotes and plan to simply go with the lowest price. That’s not your target client. Some, however, just need to be shown there are more important factors to consider when choosing countertops.

Tip 3 – Welcome to the Information Age The challenge with living in the information age is this: With an avalanche of information also comes a lot of misinformation. You may have three bad reviews from customers on the Web over the years. No one tells them you’ve served 1,000 who were satisfied in that same time.

So what do you do about that? Pay attention to your Internet presence and be proactive.

Review sites are one of the fastest growing segments of the Web. The penalty for a dissatisfied customer is much higher today. You need to pay attention. You must know that sometimes standing on principle can hurt you in the long run. Sometimes it is best just to give in and keep the customer contained. Chalk it up to damage control.

Finally, start a campaign to solicit online reviews from your happy customers.

Give them a gift for simply saying they liked your service. Make it easy for them to do with a link.

Tip 4 – Emails That Work Today it can be challenging to get prospects to return calls or even reply to your emails.

Not long ago, people felt morally obligated to return a call or email —

not today. Today’s buyer is busy. It has become acceptable to ignore communications from people we perceive do not bring value to our lives.

How do you get someone to reply to your email? Be brief. Keep it clear.

Make sure you’ve made your point.

Mark Twain once said, “I’d have written a shorter letter, if I had the time.” It actually takes more time to write a shorter letter than a long one because you have to think more. You have to take time to consider, “What do I want

to say here? How do I say it best? What’s in here that could be eliminated?”

You’ve got to give them compelling reasons to

connect back with you. Focus on them and the

benefit of seeing you or speaking with you again.

Paint a subtle fear of loss for ignoring your email.

It could be a sale that ends on a specific date.

It might be a product that may no longer be available for them. Scarcity sells.

Make your key benefit to a prospect obvious.

Hear What Today’s Buyer is Saying: 10 Things Today’s Buyer Wants You to Know Even If They Don't Enunciate it:

1.

2.

I hate obvious sales tactics Find my pace and buying style.

3.

can be displays, literature, samples, your website, etc. Good tools make a difference. Do your displays help the client to visualize their project?

Does your literature make it clear why they should choose you?

Tip 9 – Listen Better The balance of a sales conversation should be one-third to two-thirds. You should be talking about one-third of the time. That means asking

Remember: It’s not about you; it’s about them.

Treat me like a person, and a friend. Be genuine.

great questions and then listening carefully for

me? If they can’t see the benefit quickly, they’ll hit

4.

keys to sell them if you listen closely. Use their

They are tuned into station WIFM: What’s in it for the “Delete” button in a New York second.

BELIEF changes the game. I need you to believe in what you’re selling

what’s important to them. They will give you the exact words and phrases to describe the solution

5.

I have a steel wall shielding me from salespeople

to their challenges.

Use their favorite word more than once. What’s different, yet it’s always the same. It’s their name.

6.

It’s difficult to see differences between products and companies. Can you please help to make it clear why I should value one over the other?

they hear, see or touch. You’ll hear their primary

7.

week.” These are clues as to their preferences.

their favorite word? Here’s a hint. Everyone’s is

Don’t just use it in the beginning. Look for a place you can add their name in the body of the email.

Just don’t overuse it.

Have one goal and one message in your email.

Ask questions to find out what’s most important to me. Then talk about that.

goal may be for them to come back to meet with

8.

This keeps your message focused and brief. Your you. If you have more than one message, write more than one email.

Use short sentences. Ask yourself three questions: How could I say this better? Is this compelling?

Would I respond to this email? Break up your text into bite-size chunks. Use subheadings and bold key points to help them get your message.

Some people write long run-on paragraphs for an entire email.

Lastly, tell the reader what to do next. Give them

Nothing sells like good rapport

9.

make this sale?” try to have the goal to help them in their decision process. What can you do to

make it easier for them to see a clear choice and a right path? People love being finished with a

don’t believe the customer is always right, they are never wrong. There’s an old saying, "If you want to make an enemy, tell a man he is wrong.”

dream. People are either solving a problem or

attempting to fulfill a desire. Tap into their vision

visual or kinesthetic. If you speak using their more.

I’ve long believed that trust is the key factor in countertop sales success. You must master the art of creating and building trust with new prospects.

If they don’t trust you, you will not win the sale.

You can build trust with social proof, such as testimonials from others who’ve trusted you.

People need to feel confident in their decisions in order to move forward. Create a photo book showing happy clients with their new kitchen. Add a testimonial on the side.

and you can own the sale. Talk about why they are

Making sales today is not as simple as it was in

to do with bettering their quality of life. Get them

simply need to sharpen your skills and add a few

doing the project. You can bet it has something

the past. But it doesn’t need to be difficult. You

to open up and share their hopes, dreams and

tips and techniques.

desires, and then show how you can help them achieve these goals. Ask, “What is the main

challenging decision.

reason you want to do this?”

“You” is one of the most powerful words that

You should know in every sales conversation

Count the times you use “we” vs. “you” in your

fulfill a dream. You can’t serve someone if you

trigger human behavior and command attention.

whether they are trying to eliminate a problem or

email. The scale must tilt toward “you,” meaning

don’t know understand their goals. I’ve gotten

your prospect.

many jobs simply from listening.

Tip 6 – The Likability Factor

Tip 8 – Use the Correct Tools

Become an expert at building rapport: People

Ask any contractor and they will tell you that using

Never disagree with a prospect outright. While I

need certain tools to do your job well. These tools

buy from people they like. Be likable and friendly.

Try to discover whether or not they are audio,

Tip 10 – Trust is the Key

Instead of peddling products, try selling the

word “you” frequently. Instead of thinking, “Will I

good” or perhaps “Let’s touch base on this next

10. Help me in the decision process.

Show me what to consider as I make this important choice. Tell me why this company/product are worth more.

Tip 5 – Keep on Target

often you use the words “I” or “we.” Try to use the

say, “Well, I can see how this…” or “That sounds

preferred style, you will be more in tune and sell

Tip 7 – Deliver on the Dream

not you. In your sales conversation, watch how

preferred style in the way they talk. They may

I’m scared. This is a very confusing process. Can you guide me through it?

a clear benefit for contacting you.

Make the focus of your communication them —

People respond in one of three ways to things

the correct tool makes the job easier. In sales you

If you follow these Top 10 Tips in your sales efforts, you will be more successful in your career and increase your sales volume.

About the Author Kirk Heiner is an author, speaker and sales coach with more than 30 years in the kitchen, bath and construction industries. He has conducted training seminars for DuPont, Stock Building Supply, Lowes Home Improvement, the Small Business Administration and many others. He is the founder of KB Express (KandBEXPRESS.com) and can be contacted at KandBExpress@gmail.com.

International Surface Fabricators Association • Vol. 6 / Issue 4 • 33

Here.Now.News.

The ISFA Continuing Education Program ISFA is pleased to announce that it has been approved as a provider of continuing education for the American Institute of Architects (AIA) Continuing Education System. In addition, the first ISFA presentation titled “Solid Surface Design Basics” has been approved as a course providing one Learning Unit (LU) for a participant.

ISFA is also pleased to announce that it already has three Sponsors for the program: Dixie Plywood and Lumber Company; Meganite; and Aetna Plywood.

The Continuing Education System was developed by the AIA to: 1. Support life-long professional learning for AIA Members 2. Record member participation in education for AIA membership 3. Provide members opportunities to meet their MCE requirements As an Approved Provider for the AIA, the ISFA Continuing Education Program will be developing content for a variety of approved courses through a program with participating ISFA members.

Upcoming ISFA Training & Events For more information or to sign up to attend any of these events, call (877) 464-7732 or email gatherings@isfanow.org.

ISFA Education Sessions at StonExpo Jan. 28 - 29, 2014 • Las Vegas Grass Roots Gathering Hosted by ILSD Feb. 20, 2014 • Boston, Mich.

Total Fabricator Training – Solid Surface March 3 - 6, 2014 • Morganton, N.C. Business Boot Camp March 25 - 26, 2014 • Pittsburgh Total Fabricator Training – Stone/Quartz Hosted by Alpha Tools April 7 - 9, 2014 • Oakland, N.J. CEO Roundtable April 28, 2014 • Las Vegas

Figure 1

Total Fabricator Training – Solid Surface May 19 - 22, 2014 • Morganton, N.C. Total Fabricator Training – Stone/Quartz Hosted by Alpha Tools June 23 - 25, 2014 • Las Vegas Total Fabricator Training – Solid Surface July 14 - 17, 2014 • Morganton, N.C. Total Fabricator Training – Stone/Quartz Hosted by Alpha Tools Aug. 4 - 6, 2014 • Oakland, N.J.

Some courses already in the works cover quartz surfacing, advanced solid surface design and the Americans with Disabilities Act (ADA) standards.

Figure 2 34 • Vol. 6 / Issue 4 • International Surface Fabricators Association

“This program will help participating ISFA member companies to have more contact with architects and designers and also help to educate potential customers on a variety of topics,” said ISFA Executive Director Chuck Sawyer. “We think this will be of great value to our members to increase their reach and influence with more specifiers.”

ISFA is responsible for the coordination of the

provides personnel resources and content for

individuals who will be qualified and approved

for the AIA and other professional organizations

Continuing Education Program.

accordance with the necessary requirements of

CEU efforts, plus provides the point-of-contact

that conduct continuing education programs. The ongoing administration of the CEU programs will be the responsibility of ISFA, with guidance from program participants. ISFA will also train and

register presenters who will be qualified to deliver approved courses on behalf of ISFA.

The ISFA Continuing Education Program has four levels of participants:

SPONSOR: A Sponsor is an ISFA member

company who, through their financial support,

helps with the development and execution of ISFA’s Continuing Education Program.

CONTRIBUTING MEMBER: A Contributing Member is an ISFA member company who

the development of specific courses for ISFA’s SUPPORTING MEMBER: A Supporting Member is an ISFA Fabricator member who, through their

financial support, helps with the development and

the various programs in which we participate.

See Figure 1 for the fees associated with this administration.

execution of ISFA’s Continuing Education Program

In order to be able to use ISFA continuing education

MEMBER: A Member is an ISFA member company

program through one of the categories indicated

who desires to participate in ISFA’s Continuing Education Program by providing trained and

registered presenters capable of delivering ISFA educational programs

Because AIA and other organizations have specific

requirements concerning the content, structure and

presenters for CEU classes, ISFA will supervise and conduct the development of content for approved

content, members will need to participate in the

in Figure 1. As shown in Figure 2, there will be a

number of benefits associated with participating in the ISFA Continuing Education Program.

For information concerning the ISFA Continuing

Education Program, please contact Chuck Sawyer

at cksawyer@isfanow.org or Paula Goncz at Paula@ isfanow.org or by phone (877) 464-7732.

classes. ISFA will also organize, train and register

Annual Member Meeting On Nov. 7, ISFA’s annual member meeting was held in Orlando, Fla. At this event, hosted by Cosentino, members in attendance had an opportunity to tour the facility and network.

Additionally, the ISFA Annual Awards were given out and the results from the Board of Director elections were revealed.

Award Winners The Fabricator of the Year is awarded to an individual of a fabricator member company that in the past year has best exemplified the ISFA ideals of quality, innovation, character and exemplary service to ISFA and/or the decorative surfacing industry, with overall excellence. The winner for 2013 was Fadi Halabi, president of Duracite in Fairfield, Calif., for being a model leader of a large fabrication company (with 10 locations in California and Nevada) and specifically for perfecting for his business a color-coding process for the hearing impaired, first introduced in the automotive industry. The process allows anyone at any time to walk into any of the company’s shop locations and know exactly where in the process a job is.

The Associate of the Year Award is given to an associate member company that in the past year has best exemplified the role of servicing the needs of fabricator member companies, and who has best supported ISFA in all activities. This year’s winner is RS Hughes for its program of

to deliver ISFA continuing education content in

offering ISFA members with product discounts and for overall customer satisfaction. Additionally, the company readily participates in ISFA functions and supports the association’s goals.

The Innovator Award is for the member firm or individual who goes outside the box to create a product or system that enhances the life or elevates the role of the surface fabricator. The winner for 2013 was Russ Berry of A.S.S.T. in Hannover, Pa., for applying ingenuity to the field of solid surface fabrication that leads to the building of out-of-the-box items and amazing projects that others might shy away from.

The Envision Award is given to the ISFA member firm or individual that excels in creating something imaginative and special for the surfacing industry.

The winner for 2013 was Cosentino for the creation of a whole new category in the surfacing industry with the development of its new Dekton product. A new proprietary process, called Particle Sintering Technology, was created in the invention of the product, which is likened to an accelerated process for creating metamorphic rock.

Board of Directors Election Results A central part of the meeting was revealing the results of the recent ISFA Board of Directors Election. The new officers and board members will officially take office January 1, 2014. continued on page 36 International Surface Fabricators Association • Vol. 6 / Issue 4 • 35

ISFANews Annual Meeting

continued from page 35 Dave Paxton, of Paxton Countertops in Eagle, Mich., was elected to serve as president of ISFA in 2014, replacing Mike Langenderfer, of The Countertop Shop in Holland, Ohio, who will take on the role of Immediate Past President. Paxton has held several positions on the board during his tenure, most recently as vice president, and is a second-generation fabricator.

Mellisa “Mell” Hill, of Oldcastle Surfaces in Atlanta, was elected to serve as vice president in the coming year. She currently holds the position of treasurer. Taking her place in 2014 will be Erica Hussey, of JCW Countertops in Woburn, Mass.; and the secretary position will be held by Adam Albee of Lincoln Lamination in Lincoln, Neb. Stepping down from the board after two years of exemplary service as associate representatives are Michael Astill of R.S. Hughes and Mark Anderson of Cosentino. Replacing them will be John Hansen of Kohler and Jeff Smith of Gemstone.

Additionally, three new board members were elected to serve positions previously open: Kate Dillenberg of Bisley Fabrication in Gresham, Wis., Mike Woods of Creative Countertop Solutions in Nashville, and Ryan Miller of VT Industries in Holstein, Iowa. Each will serve in a director position.

ISFA Membership Challenge

More than 15 years ago, some fabricators started a movement that has helped to shape our industry. A team of dedicated fabrication shop owners decided that we needed a strong voice and an organization that would be dedicated to the promotion of the fabricator as a significant element in the success of the decorative surfacing industry. Throughout the years, our organization has fulfilled that role through education, communications, standards, trade shows, fabricator gatherings, regional and national events, and countless opportunities for fabricators to get together to share insight and ideas that have helped our companies to be what they are today.

Membership and participation have been key in the success of these endeavors. Many things have changed in the industry; many challenges are the same. ISFA is still the ideal organization to represent fabricators and to help fabrication companies position themselves for successful futures. To help ensure that we have the representation and participation needed, ISFA will be conducting a Membership Challenge and we need your help.

We would like every ISFA member to connect with someone they know in the industry in order to recruit them as a new ISFA member. It might be another fabricator or tradesperson related to the decorative surfaces industry. It might be a distributor or supplier that you work with.

In addition to the benefit you provide by helping ISFA, for each new member that is referred by you, we will provide you with a $50 Visa card.

Should you have any questions about the Membership Challenge, please contact Chuck Sawyer at cksawyer@isfanow.org or (412) 487-3207.

36 • Vol. 6 / Issue 4 • International Surface Fabricators Association

New Quartz Surfacing and Solid Surface Standards Approved

An important function of the International Surface Fabricators Association is to provide stakeholders in the surfacing industry with education and information about the products and methods we use.

After an extensive public comment and review process, the ISFA board of directors voted to accept the revised ISFA-2-01 (2013) Classification and Standards for Solid Surfacing Material and ISFA-301 (2013) Classification and Standards for Quartz Surfacing Material.

Copies of the final standards are available by contacting ISFA at (877) 464-7732 or emailing standards@isfanow.org.

Countertop Programming at IWF Continues to Pick Up Steam

The partnership between ISFA and the International Woodworking Fair (IWF) developed to increase the focus on the countertop industry for the 2014 IWF show continues to gain momentum. A full educational track including such topics as process management, diversifying your business and lean manufacturing in the fabrication shop are in the works. Additionally, the 2014 show will feature a “Countertop Pavilion.”

IWF is now signing up exhibitors for the Countertop Pavilion and companies interested in reaching the countertop market are beginning to sign up to exhibit in this reserved space. ISFA members wanting to exhibit will receive a discount on booth space, and ISFA will be co-sponsoring several events just for the countertop fabrication community, including the return of the full-day Countertops Symposium.

IWF 2014 will be held Aug. 20 to 23, 2014, at the Georgia World Congress Center in Atlanta. Those interested in participating can contact either ISFA or IWF for additional information.

Board of Directors Mike Langenderfer

Erica Hussey

Dave Paxton

Adam Albee

President The Countertop Shop 10406 Geiser Rd. Holland, OH 43528 Phone: (419) 868-9101 mike@countertopshop.net www.countertopshop.net

ISFA Solid Surface Fabrication Class Returns in March

The Level I Solid Surface Total Fabrication Training class is back in March, and will be held in Morganton, N.C. The classes represent an opportunity for fabricators to send new employees to be trained or to pick up an entirely new skill set for their businesses.

The class is scheduled for March 3 - 6.

Teaching the four-day class is ISFA Education Director Mike Nolan, well-known as a solid surface industry educator. With more than 30 years of experience, he has trained uncountable solid surface fabricators and runs and operates his own solid surface shop.

The course takes students through the essentials of solid surface fabrication and installation, safety and shop throughput.

The training offers knowledge through theory and hands-on fabrication. Elements of the course include: • Safety • Product knowledge • Productivity concepts • Templating • Seaming • Cutouts • Bowl mounting processes • Basic repairs • Finishing • Installation • Basic inlays For more information or to register for this training class, contact mike@isfanow.org or call (877) 464-7732.

Vice President Paxton Countertops PO Box 174 Grand Ledge, MI 48837 Phone: (517) 719-0146 paxtoncountertops@yahoo.com

Michael Astill

Secretary R. S. Hughes 3455 W. 1820 S. #1 Salt Lake City, UT 84104-4906 Phone: (801) 973-4211 mastill@rshughes.com www.rshughes.com

Mellisa Hill

Director JCW Countertops 3 Aberjona Dr. Woburn, MA 01801 Phone: (781) 935-1907 ericamaria@jcwcountertops.com www.jcwcountertops.com Director Lincoln Laminating 5010 Rentworth Dr. Lincoln, NE 68516 Phone: (402) 434-6009 adam@lincolnlaminating.com www.lincolnlaminating.com

Mark Anderson

Director, Associate Member Representative Cosentino USA 13124 Trinity Dr. Stafford, TX 77477 Phone: (866) 268-6837 marka@cosentinousa.com www.cosentinousa.com

Treasurer Oldcastle Surfaces 1400 W. Marietta St. Atlanta, GA 30318 Phone: (404) 355-3108 Mell.Hill@oldcastle.com www.oldcastlesurfaces.com

ISFA Contacts Main Office

2400 Wildwood Rd. Gibsonia, PA 15044 Toll Free: (877) 464-7732 Direct: (412) 487-3207 Fax: (412) 487-3269 www.isfanow.org

Education Director Mike Nolan (828) 403-7386 mike@isfanow.org

Account Representative Paul Wisnefski (262) 498-4184 wisnefski@sbcglobal.net

Executive Director Chuck Sawyer

Administrative Assistant & Registrar Paula Goncz

Communications Director Kevin Cole

Project Manager Keith Haight

(724) 612-9768 cksawyer@isfanow.org

Magazine/Website Publisher & Editor (815) 721-1507 kevin@isfanow.org

(877) 464-7732 paula@isfanow.org

(484) 354-5909 keith@isfanow.org

International Surface Fabricators Association • Vol. 6 / Issue 4 • 37

Fabricator Directory Companies in blue are Certified Professionals ALABAMA

CALIFORNIA

Arlun Inc.

112 David Green Rd. Birmingham, AL 35244-1648 205-988-3246 www.oldcastlesurfaces.com

1560 Harris Ct. Anaheim, CA 92806 714-978-5080 www.blocktops.com

DMS

Oldcastle Surfaces Inc.

Surface One

2421 Hwy. 11 Pelham, AL 35124 205-621-1125 www.surface1.com

ALASKA

Alaskan Counter Fitters 607 Old Steese Hwy. Ste. B PMB 354 Fairbanks, AK 99701 907-455-0247

Bicknell Inc.

PO Box 33517 Juneau, AK 99801 907-789-5727 www.bicknellinc.com

Cook Inlet Housing Authority

3510 Spenard Rd. Anchorage, AK 99503 907-793-3047 www.cookinlethousing.org

G2 Construction

PO Box 10690 Fairbanks, AK 99710 907-458-1087 www.g2const.com

Mountain Tops LTD

6605 Arctic Spur Rd. Anchorage, AK 99518 907-272-8107 www.mountaintops.net

North Coast Countertops 7720 Hacienda Dr. Anchorage, AK 99507 907-727-6419

Panco Inc.

PO Box 210 Talkeetna, AK 99676 907-733-6600

ARIZONA

Kirk’s Cabinets & Countertops (Kirk Construction)

4807 Hwy. 95 Parker, AZ 85344 928-667-7306 www.kirk-construction.com

Kitchen Bath & Beyond

Specializing In Solid Surface 1440 Corona Fort Mojave, AZ 86426 928-788-1000

Block Tops Inc.

Buck, Jason (Superior Surface) 3609 Crow Ct. Antelope, CA 95843 916-344-3022

Duracite

2100 Huntington Dr. Fairfield, CA 94533 707-402-1600 www.duracite.com

Fischer Tile & Marble 1800 23rd St. Sacramento, CA 95816 916-452-1426 www.fischertile.com

Integra Cabinets & Millwork 249 W. Baywood #B Orange, CA 92865 714-283-2890 www.integracmw.com

Lytle Construction Inc.

145 Otto Circle Sacramento, CA 95822 916-422-6639 www.lytleconstruction.com

Marble Expressions

1573 Seminole St. San Marcos, CA 92708 760-471-8737 www.marbleexpressions.com

Mio Metals

400 Western Ave. Petaluma, CA 94952 888-530-7630 www.miometals.com

RR Laminates

1403 Nichols Dr. Rocklin, CA 95765 805-582-7497

Scantibodies

9336 Abraham Way Santee, CA 92071 619-258-9300 www.scantibodies.com

The Countertop Factory

12349 Telegraph Rd. Santa Fe Springs, CA 90670 562-944-2450 www.thecountertopfactory.net

COLORADO

AAFES Ft. Carson FMO 1510 Chiles Ave. Ft Carson, CO 719-291-9206

38 • Vol. 6 / Issue 4 • International Surface Fabricators Association

6250 Corporate Dr. Colorado Springs, CO 80919 719-599-4175 1620 Paonia St. Colorado Springs, CO 80915 719-574-1250 www.dmscustom.com

CONNECTICUT

Distinctive Countertops LLC 6 Tosun Rd. Wolcott, CT 06716 203-879-2835

DELAWARE Keith Haight

Wilmington, DE 19803 484-354-5909

Troy Granite Inc.

711 Interchange Blvd.

Newark, DE 19711 302-292-1750 www.troygranite.com

FLORIDA

Beverin Solid Surface 1108 Palmetto Ave. Lehigh Acres, FL 33972 239-368-9444 www.beverin.com

Carbide Industries

314 Crittenden St. Groveland, FL 34736 352-429-8840 www.carbideindustries.net

Natural Stone Motif Inc.

870 Sunshine Ln. Altamonte Springs, FL 32714 407-774-0676 www.naturalstonemotif.com

Reall Cabinetry

1985 Cattlemen Rd. Unit D Sarasota, FL 34232 941-377-2837

Surface Crafters

711 Commercial Dr. Holly Hill, FL 32117 386-253-0826 www.surface-crafters.com

GEORGIA

Atlanta Kitchen Inc.

196 Rio Circle Decatur, GA 30030 404-378-3220 www.atlanta-kitchen.com

Counterfitters LLC

1026 Lynes Ave. Savannah, GA 31415 912-231-0103 www.counterfittersav.com

Countersync

2014 Westside Ct. Augusta, GA 30907 706-828-7544 www.countersync.net

Lovell Construction, Inc. 21880 Bradbury Rd. Grantville, GA 30220 770-253-0383

Oldcastle Surfaces Inc.

1400 W. Marietta St. Atlanta, GA 30318 404-355-3108 www.oldcastlesurfaces.com

Top South

830 Pickens Industrial Dr. Marietta, GA 30062 770-422-4009 www.topsouth.com

HAWAII

AMR LLC

PO Box 1542 Aiea, HI 96701 808-652-0609

Honolulu Tile & Marble Inc. 1602-B Auiki St. Honolulu, HI 96819 808-845-3775

Pohaku Fabrication 1757 Haleukana St. Lihue, HI 96766 808-246-9480

Solid Surface Technologies 360 Mokauea St. Honolulu, HI 96819 808-845-8677 www.ssthawaii.net

Superior Solid Surface 1620 Hau St. Honolulu, HI 96817 808-842-5556

IDAHO

Bledsoe Cabinets

2990 Wise Way Boise, ID 83716 208-433-0033 www.thebledsoegroup.net

Ketchum Kustom Woodworks

114 Lewis St. #3 & #4 Ketchum, ID 83340 208-726-1905 www.ketchumkustom woodworks.com

ILLINOIS

Custom Marble Inc.

PO Box 306 Millstadt, IL 62260 618-476-1345 www.custommarble.net

Dirk Foster

802 S. 26th St. Mt. Vernon, IL 62864 206-898-8163

F-W-S Solid Surface Specialist Inc. 610 N. Illinois Ave. Carbondale, IL 62901 618-457-2326 www.f-w-s.net

Maxwell Counters, Inc. PO Box 234 Farmer City, IL 61842 309-928-2848

New Age Surfaces 1237 Naperville Dr. Romeoville, IL 60446 630-226-0011

Pierce Laminated Products Inc.

2430 N. Court St. Rockford, IL 61103 815-968-9651 www.piercelaminated.com

Solid Surface Creations Inc.

403 S. Sycamore Villa Grove, IL 61956 217-832-8207 www.ssctops.com

Sprovieris Custom Cabinets 55 Laura Dr. Addison, IL 60101 630-917-4690 www.sprovieris.com

Stalwart Systems

7797 N. Caldwell Ave. Niles, IL 60714 847-972-1193 www.stalwartsystemsusa.com

Stevens Industries Inc. 704 W. Main St. Teutopolis, IL 62427 217-540-3100 www.stevensinc.com

Ultimate Stone Inc.

Countertop Pros

5901 S. Range Rd. North Judson, IN 46366 574-896-6013

Hard Surface Fabrications, Inc./ Kormax 810 S. Beiger St. Mishawaka, IN 46544 574-259-4843

Laminated Tops of Central Indiana Inc.

711 E. Dillman Rd. Bloomington, IN 47401 812-824-6299 www.rakesolutions.com

M & W Countertops Inc. 11934 Witmer Rd. Grabill, IN 46741 260-627-3636 www.mwcountertops.com

Michiana Laminated Products Inc.

7130 N. 050 E. Howe, IN 46746 260-562-2871 www.michianalaminated.com

Stone Tops

426 Forestwood Dr. Valparaiso, IN 46385 219-669-7037

IOWA

Custom Countertops & More 1801 E. Oak St. Algona, IA 50511 515-295-4835

Granite Custom Design

2369 Heinz Rd. Unit #J Iowa City, IA 52240 888-452-0714 www.granitecustomdesign.com

Solid Fabrications Inc. 2515 Murray St. Sioux City, IA 51111 712-255-5319 www.solidfab.com

1445 Tonne Rd. Elk Grove Village, IL 60007 847-437-8662 www.ultimatestone.net

Surface Solutions Inc.

INDIANA

VT Industries

A. I. A. Countertops LLC 501 W. Railroad Ave. Syracuse, IN 46567 574-457-2018 www.aiacountertops.com

Bollock Industries Inc.

900 Farabee Ct. Lafayette, IN 47905 765-448-6000 www.bollockstoptops.com

323 La Porte Rd. Waterloo, IA 50702 319-287-5056 www.surfacesolutionsia.com 1000 Industrial Park Holstein, IA 51025 712-368-4381 www.vtindustries.com

Fisher Lumber Co., Inc. PO Box 355 Garden Plain, KS 67050 316-531-2295

Jack’s Custom Woodworking/JCW Countertop 3 Aberjona Dr. Woburn, MA 01801 781-935-1907 www.jcwcountertops.com

Kitchens Inc.

2301 W. Frontview Dodge City, KS 67801 620-225-0208

PADCO Countertop Co.

Mid-America Kitchens & Baths

5 Springdale Ave. Canton, MA 02021 781-828-1177 www.padcocountertop.com

1105 N. Industrial Marion, KS 66861 620-382-3390 www.midamericamarble products.com/

Parman Brothers LTD

PO Box 7 Johnson, KS 67855 620-492-6882 www.parmanbrothersltd.com

Top Master Inc.

Surfaces Unlimited Inc.

1272 Hwy. 490 East Bernstadt, KY 40729 606-843-6891 www.surfaces-unlimited.com

Dan Solid Surfaces

2020 Dallas Dr. Baton Rouge, LA 70806 225-216-3900 www.dansolidsurface.com

Top Distributors LLC

11 Collins Pond Rd. Windham, ME 04062 207-893-3445 www.getshad.com

Tasty Food

232 Main St. PO Box 140 Van Buren, ME 04785 207-868-3011

Sterling-Miller Designs Inc.

75 Hale St. Bridgewater, MA 02324 508-279-2650 www.twdsurfaces.com

MICHIGAN Blasius Inc.

LOUISIANA

Shad’s Custom Countertops Inc.

76 Leominster Rd. Sterling, MA 01564 978-422-3321 www.sterlingsurfaces.com

TWD Surfaces

KENTUCKY

MAINE

Sterling Surfaces

1079 N. Montello St. Brockton, MA 02301 508-894-6999 www.sterlingmillerdesigns.com

2844 Roe Ln. Kansas City, KS 66103 913-492-3030 www.top-master.com

412 Post Oak Rd. Sulphur, LA 70663 337-625-5751

MASSACHUSETTS

7343 Buell Rd. Vassar, MI 48768 989-871-5000 www.blasiusinc.com

Marbelite Corp.

22500 Heslip Dr. Novi, MI 48375 248-348-1900 www.marbelitecorp.com

Paxton Countertops PO Box 174 Grand Ledge, MI 48837 517-719-0146

Solid Surfaces Unlimited Inc.

6689 Sterling Dr. S. Sterling Heights, MI 48312 586-274-9668

MINNESOTA

Innovative Surfaces Inc.

KANSAS

MARYLAND

515 Spiral Blvd.

Hastings, MN 55033 651-437-1004

5855 S.W. 21st St. Topeka, KS 66604 785-271-8675 www.mycountertopshoppe.com

505 South St. Easton, MD 21601 410-819-0770 www.solidtops.com

119 Main St. Plato, MN 55370 320-238-2196 www.pinske-edge.com

Countertop Shoppe

SolidTops LLC

The Pinske Edge

International Surface Fabricators Association • Vol. 6 / Issue 4 1 • 39

Fabricator Directory (continued) Companies in blue are Certified Professionals MISSISSIPPI

Alexander Counterwrights

903 Ingalls Ave. Pascagoula, MS 39567 228-938-6484 www.alexandercounterwrights.com

Countertop Creations of the Gulf Coast 1302 Live Oak Pascagoula, MS 39567 228-938-6484

MISSOURI Genistone

137 E. State Hwy. CC Nixa, MO 65714 417-725-0909 www.genistone.com

MONTANA BMC

3200 Hwy. 12 E. PO Box 5780 Helena, MT 59404 www.buildwithbmc.com

Jim Shreve

PO Box 721 Florence, MT 59833 406-880-3566

Pyramid Cabinet Shop

1201 Fourth Ave. N. Billings, MT 59101 406-671-8329 www.pyramid-cabinet.com

Solid Surface Designs 233 Lambeth Rd. Billings, MT 417-258-2787 www.ssdionline.com

VanSetten Walker Construction Co.

821 1st Ave. N.W. Great Falls, MT 59404 406-570-5283

WoodCo LLC

PO Box 30254 Billings, MT 59107 406-259-5177 www.woodcollc.com

NEBRASKA

Builders Warehouse 4600 N. Second Ave. Kearney, NE 68845 308-627-6702

Lincoln Laminating Inc.

5010 Rentworth Dr. Lincoln, NE 68516 402-434-6009

NEVADA

B & C Cabinets & Millwork Inc. 5241 Metric Way Carson City, NV 89706 775-322-6000

Carpenters Int’l Training Fund 6801 Placid St. Las Vegas, NV 89119 702-938-1111

Creative Surface Solutions 2855 Coleman St. N. Las Vegas, NV 89032 702-365-6444 www.creativesurface.com

The Countertop Shop, LLC 301B Sunpac Ct. Henderson, NV 702-839-2224 www.thecountertopshopllc.biz

NEW HAMPSHIRE Maui Solid Surface 182 E. Dunstable Rd. Nashua, NH 03062 603-718-0014

NEW JERSEY

Innovative Concrete Solutions 28 Olympia Ln. Sicklerville, NJ 08081 215-983-9792

J. Dougherty & Son/ JDS Supply 337 N. Main St. Glassboro, NJ 08028 856-881-5444 www.JDSsupply.com

J&M Lifestyles

215 Rte. 10 Building 3 Randolph, NJ 07869 973-668-5057 www.jmlifestyles.com

Marvic Corp.

2450 Lorio St. Union, NJ 07083 908-686-4340 www.countertopsofnj.com

Solid Surface Designs Inc.

1651 Sherman Ave. Pennsauken, NJ 08110 856-910-7720 www.ssdtops.com

Spaulding Fabricators Inc. 1136 Industrial Pkwy.

Brick, NJ 08724 732-840-4433 www.spauldingfabricators.com

NEW MEXICO

American Countertops 8013 Edith N.E. Albuquerque, NM 87113 505-897-3141

40 • Vol. 6 / Issue 4 • International Surface Fabricators Association

Jaynes Structures

Meld USA Inc.

OGB Architectural Millwork

Premier Plus Inc.

2906 Broadway N.E. Albuquerque, NM 87107 505-344-8589 www.jaynescorp.com

3711 Paseo del Norte Albuquerque, NM 87113 505-998-0000 www.ogb-am.com

Pieper Construction

2420 N. White Sands Blvd.

Alamogordo, NM 88310 575-437-2262 www.pieperconstruction.com

Rojo Enterprises LLC PO Box 429 Roswell, NM 88202 505-626-3553

NEW YORK

Busch Products Inc.

110 Baker St. Syracuse, NY 13206 315-474-8422 www.buschproducts.com

Evans & Paul LLC

140 DuPont St. Plainview, NY 11803 516-576-0800 www.evansandpaul.com

Marker Systems Inc.

940 River Rd. North Tonawanda, NY 14120 716-695-1102

Modern Home Distributing

PO Box 395 Nunda, NY 14517 585-468-2523

Penn Fabricators Inc. 100 Bellport Ave. Yaphank, NY 11980 631-205-0282 www.penn4corian.com

Unico Special Products Inc. 25 Renwick St. Newburgh, NY 12550 845-562-9255 www.unicospecialproducts.com

Wilbedone Inc.

1133 NYS Rte. 222 Cortland, NY 13045 800-734-8813 www.wilbedone.com

NORTH CAROLINA Johnson Granite Inc. PO Box 511 589 Hiatt Rd. Mount Airy, NC 27030 336-719-2729

3001-103 Spring Forest Rd. Raleigh, NC 27616 919-790-1749 www.meldusa.com 165 Wildwood Ave. Hamlet, NC 28345 910-995-5615 www.premierplusinc.net

Surface Matters

108 Forest Brook Dr. Cary, NC 27519 919-801-8021 www.surfacematters.net

Windbound Co.

PO Box 817 Glen Alpine, NC 28628 828-438-0892 www.windboundsurfaces.com

OHIO

Bertke Countertops 9355 Amsterdam Rd. Anna, OH 45302 937-538-7024

Cabinets 2 Countertops

7142 Frank Ave. N.W. N. Canton, OH 44720 330-244-0221 www.cabinets2countertops.com

Countertop Shop LTD 10406 Geiser Rd. Holland, OH 43528 419-868-9101 www.countertopshop.net

Cutting Edge Countertops Inc. 1300 Flagship Dr. Perrysburg, OH 43551 419-873-9500 www.cectops.com

Granex Industries

32400 Aurora Rd. Salon, OH 44139 440-248-4915 www.granexindustries.com

Heritage Marble Inc. 7086 Huntley Rd. Columbus, OH 43229 614-436-7465

Kitchens by Rutenschroer 950 Laidlaw Ave. Cincinnati, OH 45237 513-251-8333 www.kbrmfg.com

Korkan Granite

4561 Crystal Pkwy.

Kent, OH 44240 330-677-1883 www.korkangranite.com

L. E. Smith Co.

1030 E. Wilson St. Bryan, OH 43506 888-537-6484 www.lesmith.com

Laminate Shop, Inc.

OREGON

Mark Dietz

PO Box 258 Glide, OR 97443 541-496-0313 www.grifform.com

PO Box 1218 Marietta, OH 45750 740-749-3536

7513 Bartholomew Dr. Middleburg Heights, OH 44130 440-476-9905

Solid Surfaces Plus

4640 Manufacturing Rd. Cleveland, OH 44135 216-267-7040 www.solidsurfacesplus.com

Top Shelf Laminated Products 400 Dietz Rd. Warren, OH 44483 330-393-1289

Tower Industries

PO Box 647 Massillon, OH 44648 330-837-2216 www.towersurfaces.com

OKLAHOMA

Hoffman Fixtures Co.

6031 S. 129th St. Ste. B Tulsa, OK 74134 918-252-0451 www.hfccountertops.com

Grifform Innovations Inc.

South Umpqua School District

501 N.W. Chadwick Ln. Myrtle Creek, OR 97457 541-580-3750

PENNSYLVANIA A.S.S.T.

805 W. Elm Ave. Hanover, PA 17331 717-630-1251 www.asst.com

Advanced Surfaces Inc. 130 Plastics Rd. Corry, PA 16407 814-663-0369

Blume’s Solid Surface Products 904 Freeport Rd. Freeport, PA 16229 724-294-3190 www.blumes.net

Chuck Sawyer

Sado Dollaku

J.A. Kohlhepp Sons Inc.

RHODE ISLAND

2865 Tomahawk Tr. Wexford, PA 15090 412-877-2716

4802 Au Sable Dr. Gibsonia, PA 15044 412-213-0370 PO Box 423 640 DuBois St. Dubois, PA 15801 814-371-5060

New England Counter Top PO Box F Pawtucket, RI 02861 508-761-7588

Jon Hirt

SOUTH CAROLINA

258 Nichols St. Leesport, PA 19533 484-794-8263

Solid Products

109 Lazenby Dr. Ft. Mill, SC 29715 John Kramer’s Fabrications Inc. 704-236-9796 PO Box 41 www.solidproducts.biz Bernville, PA 19506 610-488-6213 SOUTH DAKOTA www.kramershowerbases.com

McGrory Inc.

Dakotaland Woodwork & Cabinets LLC

Pence Countertops Inc.

DFC-Dakota Fixture & Cabinet Co.

576 Rosedale Rd. Kennett Square, PA 19349 610-444-1512 www.mcgroryinc.com 124 Ellis Woods Rd. Pottstown, PA 19465 610-326-6609 www.pencecountertops.com

Circle RS#15 on page 49 or visit www.isfanow.org/info.

41181 179th St. Raymond, SD 57258 605-532-4150

45753 237th St. Madison, SD 57042 605-256-3707 www.soliddfc.com

International Surface Fabricators Association • Vol. 6 / Issue 4 • 41

Fabricator Directory (continued) Companies in blue are Certified ISFA Professionals Formatop Co.

101 S. Franklin Sioux Falls, SD 57103 605-332-3151 www.formatopcompany.com

TENNESSEE

Alexander Brothers Tile & Marble Inc.

1446 S. Cooper St. Ste. 101 Memphis, TN 38114 901-278-9626 www.alexandermarbleandgranite.com

Creative Countertop Solutions Inc.

300 Peabody St. Nashville, TN 37210 615-915-0718 www.creativecountersolutions.com

TEXAS

Classic Counter Tops

2325 Executive Dr. Garland, TX 75041 972-840-1234 www.classiccountertopsinc.com

Counterscapes, Inc. 2228 Deerbrook Dr. Tyler, TX 75703 903-581-5676

Countertop Solutions LLC PO Box 820847 Houston, TX 77077 713-204-0080 www.ineedcountertops.com

R.L. Stephens Inc.

8916 Pepper Rock Dr. Austin, TX 78717 512-801-7105

Southwestern Counter Tops & Millwork 4100 Frankfort Ave. El Paso, TX 79903 915-562-1116 www.swcelpaso@elp.rr.co

UTAH

Alternative Surface 250 E. 400 S. Vernal, UT 84078 801-414-3512

Associated Fixture Mfg. 8975 W. 3500 S. Magna, Utah 84044 801-250-7620 www.associatedfixture.com

Bedrock Quartz

5996 Dannon Way West Jordan, UT 84081 801-282-3322 www.bedrockquartz.com

Quality Craft Wood Works HC 60 Box 703 Rocky Ridge, UT 84645 435-623-1707

Ty’s Cabinets

PO Box 295 Cleveland, UT 84518 435-749-2467

Utah Kitchen and Bath

2098 E. 2250 N. Layton, UT 84040 801-814-8847 www.utahkitchenandbath.com

VIRGINIA

Metro Stone Works LLC 9115 Digital Dr. Unit 12 Manassas Park, VA 20111 703-396-866 www.metrostoneworks.com

Surface Link Corp.

4200 Lafayette Center Dr. Ste. A Chantilly, VA 20151 301-482-1717 www.surfacelinkcorp.com

The Wood Palace

4825 W. Norfolk Rd. Portsmouth, VA 23703 757-647-8130

TRINDCO

1004 Obici Industrial Blvd.

Suffolk, VA 23434 757-539-0262 www.trindco.com

WASHINGTON

Fine Line Pacific Inc. 22445 76th Ave. S. Kent, WA 98032 425-251-6177 www.finelinepacific.com

Founder’s Choice Cabinetry & Countertops PO Box 1576 Gig Harbor, WA 98335 253-857-2726 www.founderschoice.com

Mt. Rainer Marble LLC

WISCONSIN

FRANCE

700 Industrial St. Gresham, WI 54128 715-787-4410 www.bisfab.com

ZA Le Cheval Blanc Solgne F-57420 France 38-764-6923 www.crea-diffusion.com

Bisley Fabrication Inc.

McDermott Top Shop LLC 200 A Main St. Sullivan, WI 53178 262-593-2456

Spectrum Surfaces Inc. 812 Marquis Way Green Bay, WI 54304 920-337-6575

WYOMING

Heritage Woods Inc. 1806 Pacific Ave. Ste. 4 Cheyenne, WY 82007 307-640-2445

BERMUDA

Kitchen Installations Ltd. PO Box HM1876 Hamilton, HMHX Bermuda 441-292-1556

CANADA

Colonial Countertops Ltd. 609 Alpha St. Victoria, BC V8Z 1B2 Canada 250-383-1926 http://colonialcountertops.com

Coni-Marble Mfg. Inc.

PO Box 40 99 Harrison St. Thorndale, ON N0M 2P0 Canada 519-461-0100

2606 Jackson Hwy. Chehalisi, WA 98523 360-520-1844 www.mtrainiermarble.com

Executive Millwork

11809 N.E. 116th St. Kirkland, WA 98034 425-821-7222 www.blimages.com

FloForm Countertops

RD Wing

Sheridan Woodworking LLC 2175 Frog Hollow Rd. Walla Walla, WA 99362 509-540-7799

#5 1212 38 Ave N.E. Calgary, AB T2E 6N2 Canada 403-291-0400

125 Hamelin St. Winnipeg, MB R3T 3Z1 Canada 204-474-2334 www.floform.com

Granit Design

1920 Merrill Creek Pkwy.

Everett, WA 98203 425-322-9604

77 Industrielle Stanstead, QC J0B 3E0 Canada 819-564-7111 www.granitdesign.com

WEST VIRGINIA

Paragon Surfacing Ltd.

Synsor Corp.

Alternative Building Concepts, Inc. 4341 Rt. 60 E. Ste. 187 Huntington, WV 25705 304-736-0494

42 • Vol. 6 / Issue 4 • International Surface Fabricators Association

6720 Graybar Rd. Unit 110 Richmond, BC V6W 1J1 Canada 604-278-2225 www.paragonsurfacing.com

CREA Diffusion

GERMANY

Rosskopf & Partner AG

Bahnhofstrasse 16 D 09573 Augustusburg — Hennersdorf Germany www.rosskopf-partner.com 493-729-12524

LEBANON

Respond S.A.L.

1st Floor Missirian Bldg.

Beirut, Lebanon 90076 961-150-1414

MEXICO

Victor Coronado Services

Boulevard Hacienda Galindo 116 Villas del meson Juriquilla, 76230 Mexico 52-4422342743

NIGERIA

Trioteknix Limited-Member NITP 19 Sule Abuka Crescent off Opebi Rd. Ikeja, Lagos 10011 Nigeria 234-7039707383

RUSSIA

ARTCOR

60th km. Ring Road Ste. 4A Moscow Russia +7-485-657-8578 www.artcor.ru

SOUTH AFRICA Techno Surfaces

Unit 2, 18 Losack Ave. Epping 2 Cape Town, Western Province 7806 South Africa 27-215340154 www.technosurfaces.co.za

THAILAND

Tiffany Decor Co., Ltd. 6/2 m. 8 Klonghartawanook 29 Rd. Klonghar, Klongruang Patumtanee 12120 Thailand 66298-6446

UNITED KIINGDOM Interfab LTD

Unit 9 Willersey Business Park Willersey, Nr. Broadway Worcestershire WR12 7RR United Kingdom 441-386-858100 www.interfab.co.uk

Specialty Surfaces Fabricators, Manufacturers and Experts

Membership Application Main: (877) 464-7732 • Fax: (412) 487-3269 • www.ISFANow.org

Renewal Instructions: To renew your membership with ISFA, simply fill out the Personal Information section, and Payment Method and that’s it! Fax it back to (412) 487-3269 and we’ll do the rest. Please allow 2-4 weeks for your membership renewal packet to be delivered.

New Member Instructions: For Surfacing Experts wanting to become a new member, please fill out the entire form. Membership in ISFA is the industry endorsement of high quality.

This endorsement cannot be purchased for the price of membership, but must be established by the company and upheld by each member of the organization.

Fax this form back to (412) 487-3269 and we’ll do the rest.Your new membership packet will be in the mail shortly. Please allow 2-4 weeks for delivery.

Personal Information Name: Title: Company: Address: City: State/Province: Zip/Postal Code: Country: Phone: Fax: y providing your fax number, you are giving ISFA permission to send you information via fax. q Check here if you do not wish to receive education event information via fax.

B Email: q Check here if you do not wish to receive Product and Service information from ISFA and our industry partners via email.

I Am: q Renewing My ISFA Membership q Applying to Become a New Member Method of Payment q I am faxing a copy of the check along with this form. (required if paying by check) Card Type:

q Visa

q Mastercard

q American Express

q Discover

Card Number: Print Name on Card: Expiration Date: Official Signature: If paying by check, fax copy along with this order form. You can also mail this form to: ISFA, 2400 Wildwood Road, Gibsonia, PA 15044.

New Member Information Type of Membership: (please select one) q ISFA Membership: $400 — Any Specialty Surfaces

company that has been in business at least two years and carries appropriate liability insurance.

q Subscriber Membership: $400 — Applicant companies which meet all other qualifications, but have been in business for less than two years shall be eligible for Subscriber Membership in the Association.

q Branch Membership: $200 — Branch Membership is

available to companies having more than one location.

Each location must fill out seperate membership applications. Branch Membership annual dues are one-half that of the headquarters location. Each location wlll be treated as a separate member in all respects, except only headquarter locations may vote in general elections.

Code of Ethics

Sponsorship Information: In order to become a member of ISFA, you need to provide information regarding an ISFA member or company willing to sponsor you. If you do not know what to put in this section, just leave it blank. We will help you with this.

Sponsor Company: Contact Person: Telephone: Trade Reference: (Please provide a trade reference, generally your distributor of solid surface.)

Trade Reference: Contact Person: Telephone: Proof of Insurance: A copy of your certificate of liability insurance must be attached to or faxed with this form to process this application.

(please sign below)

Each member of the International Surface Fabricators Association agrees to observe high standards of honesty, integrity and responsibility in the conduct of their business.

By adhering strictly to the highest quality standards of fabrication, manufacturing and installation. By promoting only those products and services that are proven quality and value. By writing contracts and warranties that are clear, honest and fair to all parties involved. By honoring all contractual obligations in a reasonably prompt manner. By quickly acting on and attempting to resolve all customer complaints, and in situations where complaints appear unreasonable and persistent, by encouraging the customer to initiate and approach third-party dispute settlement mechanisms. By being fiscally responsible and honoring all legitimate financial obligations, By maintaining all required licenses and insurances.

I,_______________________________, do hereby certify that the foregoing is true and correct to the best of my knowledge, and do agree to abide by the Code of Ethics of the International Surface Fabricators Association for as long as I hold an active membership therein.

International Surface Fabricators Association • Vol. 6 / Issue 4 • 43

Product News Cosentino’s New Dekton Product Now Available

is currently available with the others available

soon. Additionally, the company has parterned

with Triton Stone Group as their distributer for the South (Louisiana, Alabama and Mississippi) and

Cosentino’s new Dekton

mid-Atlantic regions (North Carolina, and Virginia).

product is now available

angles with touch-screen

in the United States, and

fabricator training is underway. Fabrication

certification sessions were held in New Jersey, Minnesota, California, Texas and Georgia,

with more than 200 fabricator representatives learning about fabrication best practices and tooling requirements for the new product.

simplicity. Whether cutting

straight or miter cuts, the saw has full

table coverage increasing efficiencies.

The one-piece design allows for easy

installation and the hydraulic, automatic tilting table allows for easy loading of stone.

Circle RS#29 on page 49 or visit www.isfanow.org/info.

Fabricators also take a written exam and

Circle RS#31 on page 49 or visit www.isfanow.org/info.

Samsung Staron Offers ‘6T’ ¼-in. Solid Surface Material Staron 6T ¼-in. solid

surface lets designers

use acrylic solid surface

sheets as a wall-cladding material that’s suitable

complete test fabrication before being certified.

for sanitary healthcare

The launch represents 22,000 hours of R&D

and food service

made from a blend of raw materials used in the

of its thinner gauge vs.

and investment of $172 million. The product is

environments. Because

production of refined glass, porcelain and quartz,

conventional 13mm

and uses a new proprietary process deemed

“Particle Sintering Technology” (PST), which the company describes as an accelerated version of the metamorphic rock formation process.

Dekton is an ultra-compact surface with UV

resistance, high strength and performance, high

(½-in.) thickness solid-

Glue Warehouse Announces New Company Name, New Product Offering

resistance to impact, scratches and abrasion

Glue Warehouse has added Fürst™ stainless steel

thermal shock resistance against heat, frost

Blanco SilGranite® sinks to its product offering.

for interior countertop/flooring applications and

“Sink and Glue Warehouse” and will continue

slabs, in thicknesses from 1.2 to 3 cm, and in

national warehouses. The new sink products will

are available. The Tech Collection, which has

lines of Seam-it adhesives, translucent silicones,

the colors Kadum (pictured here), Keranium

Circle RS#30 on page 49 or visit www.isfanow.org/info.

lighter colors, Halo, Zenith, Ariane, and four

Vicostone To Offer Four New Quartz Colors

and very low water absorption. It also provides

and vitreous china, Gemstone Solid Surface™ and

and thawing. These properties make it suitable

The company will operate under the new name

exterior applications. It comes in 56- by 126-in.

to ship its products from its network of eight

several finishes. Three collections with 14 colors

complement the company’s previous product

an industrial look of browns and grays, includes

rodding glues and various accessory products.

and Strato. The Solids collection includes three darker colors, Spectra, Sirius, Domoos and

Ananke. The Natural Collection includes four colors that feature subtle swirls and veining, Danae, Sirocco, Aura and Naone.

surface, Staron 6T is easily thermoformed and is,

therefore, suitable for curved walls and casework.

And because it is a homogeneous product, there’s no surface layer to delaminate. In most cases, the surface can be easily refurbished to a new

condition without undergoing the expense and inconvenience of removing or replacing panels

that have been damaged over time. The product is nonporous and will not support the growth of mold and bacteria when cleaned routinely

according to the manufacturer’s instructions.

Staron 6T is recommended for interior, vertical surfaces only, not for horizontal surface applications.

Circle RS#32 on page 49 or visit www.isfanow.org/info.

introducing to the

GranQuartz Offers New Advanced Finger Bit From ADI

new colors that

new development in ADI

Vicostone is

U.S. market four

The Falcon finger bit is a

Park Industries Introduces FOCUS CNC Saw

complement its

finger bits that is available

Heritage Stone

from GranQuartz. The

Falcon was designed from

Park Industries introduced the FOCUS CNC

Series. The new products are

the ground up to provide

developed with

durability on a wide range

a “Nature and Life” theme in mind. The new

of materials. The Italian-

colors are made using Breton technology with

made tooling has six low-profile segments for

special molds and a color technique unique to

Vicostone. These marble colors are Gioia Carrara;

fast, smooth cutting and more water holes for

Royal Grey; Akoya; and Taj Mahal. Gioia Carrara

maximum cooling.

Circle RS#33 on page 49 or visit www.isfanow.org/info.

Circle RS#28 on page 49 or visit www.isfanow.org/info.

Saw with digital productivity systems suitable for stone fabrication businesses. Powered by

Alphacam, the FOCUS is a fully digital CNC saw that is easy to program utilizing Park’s exclusive

Quick Cut programming. The fully programmable miter feature allows fabricators to cut mitered

44 • Vol. 6 / Issue 4 • International Surface Fabricators Association

Schultz Forming Products Carries Slotformer

made ultra-premium line of stainless steel sinks

brand. This model is a 15-gauge handmade

are 16 gauge and 10 in. deep, and are made with

drops in and replaces the standard 33- by 22-in.

Schultz Forming Products manufactures a

nickel content vs. more common 18/8. These

Slotformer that is a simple and effective way to postform high pressure laminate. It is available in 6- and 12-ft. models. The 12-ft. model has

two separate working 6-ft. sections that can be

used separately for forming smaller components or, by activating a switch on the control panel,

the entire length can be used for forming longer components, such as countertops. These

machines feature an efficient dual quartz heater for bringing the laminate up to temperature quickly.

Circle RS#34 on page 49 or visit www.isfanow.org/info.

Chemcore Expands Sink Offerings Chemcore Industries

recently added several

new sinks to its lineup.

Among the new offerings is a new European-

called the “Waterloo Eurotec” line. Most models high-quality 304 stainless with 18/10 chrome/

sinks are packaged as a complete sink kit and

include not only the sink, but also a fitted cutting

board, unique strainer/drain, soap dispenser and stainless grids. There are several unique models in this line, including (as pictured) the low center divide 60/40 model. Additionally, the company

has added the Patriot Sink line, which is stainless steel sinks made in the United States. This line

has 17 models of both undermount and drop-in/

top-mount models, including the “Floridian” model with a 50/50 equal bowl with double 10-in. depth

sink bowls. Additionally, Chemcore added a “laundry room sink” to its lineup. The

“Milam” model is 23 ½ by 18 ½ in. and is 12 in. deep. It can be undermounted or

top-mounted, and is made of extra heavy 15-gauge stainless steel.

Lastly, the company recently added the

new “Henderson” model sink to its Homeplace

farmhouse 50/50 equal bowl sink that simply

kitchen sink, providing a low-cost alternative to updating a kitchen with a new look.

Circle RS#35 on page 49 or visit www.isfanow.org/info.

Colonial Saw Offers New Lamello Classix X Biscuit Joiner Colonial Saw

Company offers the

Swiss-made Lamello Classic X Biscuit Joiner—part of

Lamello’s next generation in biscuit joiners. And,

through the end of 2013, it will come in a Limited Edition Lamello wooden case and include a box of 700 #20 biscuits. New features include flush

base plate on both sides and a 780-watt motor. It installs 15 different Lamello joining elements, and

Circle RS#16 on page 49 or visit www.isfanow.org/info.

International Surface Fabricators Association • Vol. 6 / Issue 4 • 45

Product News it offers four additional applications besides biscuit and connector joining—cutting of grooves for tongue and groove connections; cutting expansion gaps for wood ceilings and floors; wood repairing of resin pockets and small defects; and trimming of solid wood or plastic edges.

Circle RS#36 on page 49 or visit www.isfanow.org/info.

Domain Industries Adds 17 New Colors To Its Solid Surface Collection Domain Industries, Inc., a nationwide supplier of kitchen and bath products, has just announced the

designer specified surface applications. These 23

Partners Portal. A Web-based platform for retail

for standard solid surface patterns. Affinity also

Partners Portal gives installed sales manufacturers

colors cover over 80 percent of the market demand includes the “Surreal” Collection. A dramatically unique approach to Solid Surface, Surreal is an

elegant alternative to stone and quartz products found on the market today, while giving you the

freedom and ease of fabrication that only a Solid

Surface product can offer. The new colors are as

follows: (Essentials Collection) Rain; Frost; Cream; Crest; Serenity; Eminent; Carbon; Mist; Terrain; Reflection; (Surreal Collection) Ethereal Snow;

Natural Summit; Elision Rock; Sepia Stone; Radiant Basalt; Shimmering Coal (pictured here); and Celestial Azure.

home improvement stores and manufacturers, the and retailers the ability to distribute and manage orders for installed sales among their trading partner networks. The new Communications

Center allows users to better control their network

and configure the Partners Portal to their individual needs. Features include: Forums, which allow

communication with partners on specific subject matter and provide improved communication between partners; My Messages, an internal

function for sharing news and sending private messages with employees, as well as posting marketing and technical updates to internal

introduction of 17 new colors to its Affinity Surfaces

Circle RS#37 on page 49 or visit www.isfanow.org/info.

line of solid surface material. These color additions

storage enabling quick and secure access to

kitchen and bath industry, focusing on unique, one-

Cilio Technologies Introduces Communication Center

of-a-kind, patterns found nowhere else. The Affinity

Cilio Technologies LLC, a specialist in automated

routes information specific to you and your

sales for the building materials industry, has a

and link to internal and external communities.

inspire a wide range of design ideas within the

collection boasts 69 colors in total, including 23 top-selling “Essentials” colors, a perfect solution when it comes to consumer, commercial and

sensitive documents for both internal and external documents; and Personalized Dashboard, which

order distribution and management of installed

organization, including customized home page

new Communications Center function on the Cilio

Circle RS#38 on page 49 or visit www.isfanow.org/info.

Circle RS#17 on page 49 or visit www.isfanow.org/info.

46 • Vol. 6 / Issue 4 • International Surface Fabricators Association

teams; Document Manager, unlimited document

Circle RS#18 on page 49 or visit www.isfanow.org/info.

Heated Stone Products Offers Natural Stone Countertop Heating System

on and off times automatically depending on their needs. The integrated versions are embedded

into the stone and are flush on the under-surface, with the electrical wiring completely hidden. The stick-on versions are attached with specialized, permanent, pressure-sensitive adhesive. The

electrical cord location is customized to match the location of existing power.

Circle RS#39 on page 49 or visit www.isfanow.org/info.

Heated Stone Products offers the FeelsWarm Technology, a natural stone countertop heating system that uses thin heating elements to gently raise the temperature of the stone 20 to 25 degrees F. The system’s low-voltage heating elements can be integrated into stone slabs, and are also available in custom or standard-sized stick-on versions. Either an optional temperature controller or easy-to-use programmer operates the heating element, allowing users to schedule

Wilsonart Launches New Solid Surface Collection, Expands Laminate Offerings

designs include Garnet Glitz, Gold Glitz, Night

Stars, Clouded, Paris Fog, Chipped Chocolate and Maple Harvest, as well as a

classic white offering in the form of Avalanche Melange (pictured

here). Wilsonart also has 12 new laminate designs that are made to capture the natural elegance

of hardwoods and stones. The new Premium

Collection includes two wood grain designs — Old Mill Oak, which has a rich, dark chocolate oak

look inspired by blocked reclaimed oak, and Truss Maple that is a light blocked maple. The other 10

Seven of eight new Wilsonart Solid Surface

colors in the series are large-scale stone designs:

new Cityscape Collection features seamless and

Ice, Italian White di Pesco, Café di Pesco, Golden

like translucent or glittery chips, that is resistant to

Granite and Madre Perola. These all feature a

with FDA food contact requirements. The new

designs feature exclusive AEON™ technology to

designs are inspired by urban landscape. The

Breccia Nouvelle, Breccia, Typhoon Gold, Typhoon

sparkling surfacing material, sprinkled with quartz-

Lightning, Mocha Fantastico, Chocolate Brown

fade, heat, mold, mildew and stains and complies

new Antique finish for a rich, matte texture. All 12

Circle RS#19 on page 49 or visit www.isfanow.org/info.

Circle RS#20 on page 49 or visit www.isfanow.org/info.

International Surface Fabricators Association • Vol. 6 / Issue 4 • 47

Product News add durable, long-lasting protection and superior

resistance to scratches, scuffs and every day wear.

Circle RS#40 on page 49 or visit www.isfanow.org/info.

Formica Introduces New Solid Surface, 180fx Laminate Colors Formica Corporation offers

13 new solid surface colors,

adding new quartz-like patterns and shimmer to the brand’s collection of smooth, seamless and nonporous solid surfacing products. It also has

Travertine, with the look of natural travertine; and Mirage, a speckled pattern in gray and rust brown. Luna colors are: Luna Sail White; Luna Fossil; Luna Storm; Luna Stone; Luna Concrete; and Luna Weather. Quartz colors are: Bottle Glass Quartz; Cafe Quartz; and Copper Quartz (pictured here). Sparkle colors include: White Sparkle and Gray Sparkle. The other two colors are: Noce Travertine and Mirage. The four new laminate colors are: Black Walnut Timber in matte finish,

The Concrete Countertop Institute Has New Products Available Online The Concrete Countertop Institute has announced new products available on its website at www.concretecountertopinstitute. com. The lineup of tools, materials and

which marries two thick, 170-year-old slabs of

equipment includes diamond pads specifically

black American walnut — book matched and

designed for concrete countertops and a

joined down the center with walnut dovetails; Rainforest Brown in Etchings™ finish, an angular

four new additions to its line of 180fx laminate that

design in warm wood tones; Dolce Macchiato

solid surface patterns are in five categories: Luna,

granite in coffee tones with sweeping patterns

full color range; Quartz, a larger-scale, quartz-like

and Jet Sequoia in Etchings™ finish, modeled after

spray gun for GFRC backer and mist coats. In addition to 5-in. wet pads and hand pads, a two-hour video about how to grind and polish

capture the look and feel of wood and stone. The

in Etchings™ finish, a large-scale exotic Italian

a small-scale, quartz-like pattern available in a

broken with fine crystalline structures of quartz;

pattern with metallic particulates; Sparkle, subtle,

oiled, deep-toned soapstone.

coat with the included second nozzle.

Circle RS#41 on page 49 or visit www.isfanow.org/info.

Circle RS#42 on page 49 or visit www.isfanow.org/info.

reflective white and gray architectural colors;

Circle RS#21 on page 49 or visit www.isfanow.org/info.

48 • Vol. 6 / Issue 4 • International Surface Fabricators Association

concrete countertops is also available. The new spray gun on the site sprays ¾-in. (19mm) fibers at a 3 percent load, and also sprays mist

Circle RS#22 on page 49 or visit www.isfanow.org/info.

Free Product Information Form Or visit www.ISFANow.org/info to fill out our online form

Main: (877) 464-7732 • Fax: (412) 487-3269 • www.ISFANow.org • 2400 Wildwood Road, Gibsonia, PA 15044

Volume 6 / Issue 4 Get Your Free Product Information Today: For more facts on products and services, please fill out all the information below and circle the product referral numbers that are found in the magazine. Product referral numbers can be found below each advertisement. Your request will be immediately forwarded to the proper manufacturer. You can submit this form via mail, fax, email (editor@isfanow.org) or visit us online at www.ISFAnow.org/info.

Personal Information Name: Title: Company: Address: City: State/Province: Zip/Postal Code: Country: Phone: Fax: y providing your fax number, you are giving ISFA permission to send you information via fax. q Check here if you do not wish to receive education event information via fax.

B Email: q Check here if you do not wish to receive Product and Service information from ISFA and our industry partners via email.

About Your Business What category best describes your business classification? q Fabricator

q Manufacturer

q Raw Materials Supplier

q Woodworker/Cabinetmaker

q Builder/Remodeler

q Architect

q Distributor/Manufacturer of Sheet Goods q Other (please specify) ________________________

Which one category best describes your job title/function? q Owner/Partner/Corporate Management and Related Personnel q Production/Plant Management and Related Personnel q Design (includes staff designer/architect and related personnel) q Purchasing/Specifier and Related Personnel q Marketing & Sales Management and Related Personnel q Other (please specify)

Information By Category If you want more information from several advertisers in a category, circle the category number that matches up with the category below.

C01 Abrasives

C12 Sealers/Polishes

C02 Adhesives

C13 Seaming Equipment

C03 Air Quality Equipment

C14 Sinks

C04 CNC Machinery C05 Concrete Materials & Supplies C06 Hand/Power Tools C07 Laminate C08 Material Handling Equipment C09 Prefabricated Accessories C10 Quartz Surfacing C11 Saws

C15 Software

C16 Solid Surface C17 Stone

C18 Templating Equipment C19 Tooling

What surfacing materials do you work with?

____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ Free Product Information Please circle below all of the referral numbers found in the magazine, or the category numbers found on this page that you would like more information on. Your request will be immediately forwarded to the proper manufacturer.

01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64

C20 Training

65 66 67 68 69 70 71 72

C22 Other Materials

73

C21 Waterjet Equipment

74

75

76

77

78

79

80

Ad Index Referral Number

Page Number

05 ISFA Fabrication Training. . . . . . . . 9

19 Beckart Environmental, Inc.. . . . . 47

04 ISFA Membership. . . . . . . . . . . . . 8

16 Betterly Industries, Inc. . . . . . . . . 45

25 Integra Adhesives . . . . . . . . . . . . 52

15 Chemical Concepts. . . . . . . . . . . 41

01 ITW Polymers Sealants North America . . . . . . . . . . . . . . . . 2

24 Cosentino. . . . . . . . . . . . . . . . . . . 51 22 CountertopResource.com. . . . . . 48 14 ETemplate Systems. . . . . . . . . . . 31 21 FabricatorsFriend.com. . . . . . . . . 48 10 GlueBoss. . . . . . . . . . . . . . . . . . . 22 06 Houzer. . . . . . . . . . . . . . . . . . . . . 13 03 International Woodworking Fair . . . . . . . . . . . . . 7 12 ISFA Grassroots Gathering . . . . . 26

Classifieds

If interested, contact admin@isfanow.org.

50 • Vol. 6 / Issue 4 • International Surface Fabricators Association

23 Kormax. . . . . . . . . . . . . . . . . . . . . 50 09 Krion. . . . . . . . . . . . . . . . . . . . . . . 21 08 Laser Products. . . . . . . . . . . . . . . 17 20 Oneida Air Systems. . . . . . . . . . . 47 18 Performance Abrasives. . . . . . . . 46 02 Regent Stone Products. . . . . . . . . 5 11 Water Treatment Solutions . . . . . . . . . . . . . . . . . . . 25

Fabricators!

ISFA Fabricators, do you have used equipment taking up space in your shop that you would like to sell? Are you looking to fill a key position in your operations? Our readers might be interested. Why not submit a FREE classified ad?

New in 2005; used through 2008 for granite distribution business

That’s right, relevant classifieds in this publication are free to ISFA fabricator members! Just send us the text you’d like to run and we’ll do the rest.

Email us today at editor@isfanow. org.

• Excellent Condition

Our organization is expanding and we have identified the need for a full time sales position to handle print and digital advertising. Responsibilities include developing new opportunities with current and prospective clients for our various advertisements, developing sales leads, and accomplishing related results.

07 Karran. . . . . . . . . . . . . . . . . . . . . . 15

—FOR SALE — 5 Ton Konecrane

Overhead Bridge Crane

ISFA is growing!

Page Number

17 Axiom. . . . . . . . . . . . . . . . . . . . . . 46

13 Chemcore. . . . . . . . . . . . . . . . . . . 30

Circle RS#23 on page 49 or visit www.isfanow.org/info.

Referral Number

• Approximately 27' x 94' • Working height approximately 12' $25,000 Will consider reasonable offers Contact Aaron at: aaronw@lesmith.com or (419) 636-4555 ext. 3209

To place a paid classified ad, for those of you who are not fabricator members, email kevin@isfanow. org or call (815) 721-1507.

Circle RS#24 on page 49 or visit www.isfanow.org/info.

Circle RS#25 on page 49 or visit www.isfanow.org/info.