Behind the Surface

It’s pretty obvious that we wouldn’t be in business if we didn’t know how to sell countertops. The question is: How many of us know how to maximize the profit we get from each sale? In this episode, Geoffrey Gran of The Countertop Factory talks with us about: • Why sell upgrades? • Upgrades are everywhere in your life. • Eliminate “reverse buyer's remorse”. • Increased upgrades = Increased profits. • Self-funded raises for employee...

When the economy gets shaky, consumers tend to spend less overall, and they look for more bargains when they do spend. If this is always true, then how do we explain how Apple generated $3B in iPad sales in 90 days during the Great Recession? If everyone is reducing their spending across the board, how does a nonessential and relatively expensive item like an iPad generate such large sales numbers during a severe recession? Is it b...

The recession is on everyone’s minds:

• Will we have one, or won’t we?
• How long will it last?
• Will we have a soft landing or a hard one?

In uncertain times like these, it is more imperative than ever before to leverage data to run your business.

Join us as we talk with Tim Saddoris, president of Grand Onyx. At Grand Onyx, they build world-class stone fabricators using systems, software, and technology they have developed to...

Tune in to this episode of Behind the Surface as two experts from CaraGreen, a trusted source for healthier alternatives to conventional building materials, address mindful materials and sustainable products. This discussion will cover:

• What is being done to limit or eliminate crystalline silica in slabs for the safety of the fabricators.
• Industry best practices regarding silica safety and material innovations.
• Alternative mate...

In today’s uncertain times, it’s more important than ever to have a strong sales pipeline that can withstand economic pressures and keep your business profitable.

Join us as we chat with Justin Shaw, founder of Stone Fabricator Elite, a business development and sales support agency that specializes in helping fabricators grow their businesses with proven systems, solutions and strategies. Justin will share his expertise and insight...

In this episode, we’re joined by Stephen Alberts from Countertop Marketing Co. to discuss accessible and inexpensive marketing tools fabrication shops can use to glean customer insights and increase sales. 

Starting with the basics, Stephen walks listeners through his recommendations with practical advice on the benefits of each tool. He’ll cover: 

• Customer Relationship Management (CRM) software. 
• Google Analytics. 

• T...

In this episode of Behind the Surface, Egon Hinss and Damiano Caon from Breton discuss advancements that mitigate risk, including the company’s newest development: Bioquartz. Learn how this material enables a safer production workflow for fabricators while furthering sustainability initiatives.

The team also discusses other material innovations, including an exclusive technology that pioneers the production of full-thickness quartz...

In this episode of Behind the Surface, Kyle Welker and Dan Peter from Laser Products Industries discuss the world of modern templating. They explore different solutions, their pros and cons, and how to identify which is right for your workflow.

Discover how these digital tools can enhance accuracy and create efficiencies and learn how to track key performance indicators to gauge success and make informed decisions.

Listen in to gle...

An organized shop is a profitable shop. Chasing paperwork and other analog processes while keeping track of what and when things need to happen in the shop can be overwhelming. The bottom line: Disorganization inhibits your success in more ways than one. It creates confusion and mistakes and often increases the work.

There are all kinds of digital tools that help fabricators streamline their processes. In this episode of Behind the...

In this episode of Behind the Surface, Tim Saddoris, president of Grand Onyx, a firm dedicated to helping fabricators increase their revenue using proven techniques that help build more profitable and scalable businesses, joins ISFA Executive Director Nancy Busch to discuss ways in which you can set your sales team up for success. Tim will break down methods to refine your existing sales process, uncover better ways to sell, and co...

In this episode of Behind the Surface, ISFA Executive Director Nancy Busch is joined by Alyson Fortner and Reid Harvey from the National Institute for Occupational Safety and Health (NIOSH) Respiratory Health Division. Together they will discuss:

• What is NIOSH and how is it different than other agencies?
• How does NIOSH work with the Centers for Disease Control and Prevention?
• Crystalline silica safety: how to provide a safe wor...

In this episode of Behind the Surface, Steve Mast, director of Precision Countertops, joins Nancy Busch to discuss why there's no such thing as a free sink and how this concept applies to your sales strategy. Listen in and explore how you can make these offerings work for you by understanding the true costs versus the advantages. Learn practical tips for evaluating and selecting add-on programs that maximize margins and increase pr...

In this episode, Joe Duszka, a highly experienced fabricator and current president of Carolina Custom Surfaces, joins host Nancy Busch for a conversation about innovative techniques and strategies that maximize slab yield and efficiency. Whether you're looking for cutting-edge technologies or tried-and-true methods, Joe will share his valuable insights and uncover the secrets to achieving higher profits and reducing waste.

Listen i...

In this episode of Behind the Surface, Bradley Tuck, technical sales representative for Integra Adhesives, joins Nancy Busch to discuss adhesives for manufactured surfaces. In this podcast, you’ll learn about:

• Application best practices.
• Sticky sinks: ensuring adhesion on all surfaces, including porcelain and cast iron.
• Color matching.
• How to prevent mishaps and mistakes.

Tune in to hear about all the latest developments ...

In this episode of Behind the Surface, Marc Rosenkrantz, president of Schechner Lifson Insurance, shares insights and strategies around how fabricators, installers, distributors and anyone else in the industry can protect themselves from potential risks and liabilities. He'll cover important topics such as property insurance, risk transfer programs, workers compensation, the dos and don’ts around protecting your business from cyber...

Recent years have shown steady growth in revenue, enabling many shop owners to invest in new machinery or expand their staff in order to keep up with demand. But when a downturn looms, how do you maintain a positive trajectory? In this Behind the Surface podcast, Tim Saddoris, president of Grand Onyx, joins Nancy Busch to discuss how to get the most from machinery and the employees who operate them.  

Tim will focus on the people a...

Did you know color trends start in development as much as 10 years before they hit the marketplace? In this Behind the Surface podcast episode, Mark Woodman, CMG, a passionate designer, trend-spotter, and consultant for Corian Design, joins Nancy Busch to discuss color and design trends in the decorative surfacing industry.

Together they will discuss:

• The importance of light, dark and neutral
• A rearview on how the pandemic affe...

Are you wondering what the industry holds for your business this year? In this Behind the Surface podcast episode, Ed Young of Fabricator’s Business Coach joins Nancy Busch to discuss the 2023 Industry Outlook from a fabricator’s perspective. Tune in to hear what expert and fabricator Ed Young sees trending across the country and gather insights on what to do to ensure your success.

Discussion will include:

• Insights by geograph...