Most of us believe that we are the best and our quality is better than that of our competitors. However, quality can take on many forms, such as how your brand is perceived, the look & style of your website, social media, business cards, and your showroom.

Another way you portray your quality is by how you present yourself when you arrive at the customer’s home. Is your vehicle clean and presentable? Are you clean and professional? Are you punctual in arriving at your appointments? Did you respond quickly to a phone call or email? When you communicate, do you present yourself professionally not only in person, but also verbally, and in written correspondence?

All of the above factors, through a customer’s eyes, are often perceived as a part of your “quality.” Generally, as owners and managers, when we discuss “quality,” we’re typically talking about the finished product. But quality is reflected in all the ways you get to the finished product.

Invest in quality materials

The next factor in determining, or defining, your quality is material. This is often an area where we need to create a way to educate our customers about why our quality is good or better than our competitors, and why we believe our quality is worth the investment. What edgebanding do you use? Do you include soft close as a standard, or is it an upgrade? Do you edge band the top or bottom of your panels? What about your hardware and accessories? Is your drawer box ¾ inches or ½ inches, and what about the drawer bottoms? It is our job to educate customers on what we use and why we use them, and that defines part of our quality.

Our selling process often includes a Needs Assessment, but does it also include an education segment about your products and services and how you do business? All of that contributes to the level of quality that we portray and provide.

Next comes the installation of the material, which involves your installers. Do you use independent contractors or employees? Do you pay them piecework/commission or hourly? Do you provide healthcare, paid holidays, and paid time off? Do you ask them to protect the floors and walls? Do you instruct them to vacuum when the installation is completed? Do your installers wear shoe covers or have “indoor shoes”? All of these contribute to the image of quality.

I have read many business websites, not just closet and cabinet companies, but all types of companies, and everyone claims to have, or provide, quality. A restaurant can have the highest quality food, but if it is poorly prepared, the customer will think the quality is poor. Or, if the high-quality food was prepared properly, but sat too long before the server brought it to the table, again, the customer will believe the quality is poor. And, if the service is slow, rude, or not engaging, it does not matter what the quality of the food is, or its preparation, the customer will believe the restaurant to be of poor quality. Obviously, the same goes for us and our industry. In all those examples, it was the customer who defined what quality is.

Think about yourself and your experiences. Have you ever had a poor-quality experience? Did you accept it? Or did you tell someone, or submit a review? Most of us will speak up at some point. Our customers are the same way!

Control the controllables

Quality will most often be expressed through the eye and perception of the customer. However, the customer does not always know what to look for, but we do. Have you ever looked at another company’s work and immediately saw their “issues” such as a chipped edge, or a shelf cut too short, or drywall that got dinged?

We have all noticed those things. We know, but the customer does not unless we educate them as to what quality is or should be. I always felt that if I educated the prospective customers through the lens of my company, their decision would be influenced by my definitions.

I suggest that you begin to identify what your level of quality is by writing it down and sharing it with your team. Get your team involved by asking them what they believe are your company’s quality levels and expectations. Once you have written it down, create a Quality Control Checklist. The one I developed over the years also had a score for each job. If you would like my free checklist, just email me at [email protected]

You can and should lead and define your own quality in all areas of your company. But oddly, what I have seen over the years is that many companies find it easier to let their customers define what quality is and then respond to a quality complaint, instance by instance, phone call by phone call, email by email.

Don’t do that! This is your company, and it is far easier to lose a reputation than to earn one. You don’t want to risk that! You define your quality! 

If you would like to see my companion video talking about quality, visit qrgo.is/50870ad1.