Every Interaction is an Opportunity
Many in our industry were hoping that the market in 2025 may have turned by now. Interest rates continue to fall and building activity is showing signs of a recovery, however we are often involved towards the end of projects, so it will be some time before we feel the effect of the market lift. SO, WHAT!
To be successful we should focus on the things we can control, that excludes the above.
True success is growing above the market trends. We have many opportunities to generate business within our own networks and connections that can be used more effectively.
For many small joinery companies, managing a low workload can feel like a challenge. While larger firms might have sales teams and marketing resources, smaller operations often rely on word of mouth and organic inquiries. However, sales opportunities are always within reach. Every client interaction—whether an inquiry, a site visit, a complaint, or a casual chat—can become a business opportunity if handled correctly.
The Power of Personal Connection
Unlike high-volume manufacturers, small joinery businesses have a unique advantage: personal service. Clients often prefer working with smaller firms because of the direct, hands-on approach. This makes relationship-building crucial. Every time someone interacts with your company it’s an opportunity to create a lasting impression.
When a potential customer calls for a quote, are you responding enthusiastically, asking about their needs, and making suggestions? Or are you just providing a price and moving on? A rapid, engaged response shows professionalism and a willingness to help. A slow or uninterested reply may send potential customers to a competitor.
Responding Quickly and Proactively
Speed matters. A slow response can mean a lost opportunity. Customers making inquiries are actively looking for a solution. A prompt, well-thought-out reply—preferably by phone or email —demonstrates dedication.
Go a step further—don’t just send a quote and wait. Follow up. A quick call or text to check if they have questions can significantly increase your chances of securing the job. Show enthusiasm. Even if they go with another company, they’ll remember your professionalism and may return later.
Tapping into Your Wider Network for Leads
Every team member—from apprentices to office staff—has a network that could generate business. Encourage employees to talk about the company to friends and family.
For example, a team member might hear that a relative is renovating their house or that a friend is opening a café and needs custom cabinetry. These casual conversations can result in new projects. Offering small incentives, such as referral bonuses, can encourage your team to spread the word.
Turning Complaints into Opportunities
Many business owners see complaints as a headache, but they are one of the best chances to create a loyal customer. A poor experience doesn’t have to mean a lost client—it’s how you respond that makes all the difference.
If a customer is unhappy, address the issue swiftly and professionally. Apologize sincerely, fix the problem without hesitation, and go above and beyond their expectations. Often, customers who experience a brilliant recovery from a complaint become the most loyal advocates for your business.
A well-handled complaint leads to more conversations. Once the issue is resolved, ask if they have other work around the house. Many times, resolving an issue professionally builds enough trust that customers feel confident giving you additional projects. They are also more likely to leave a positive testimonial or refer your business.
Asking for More Work and Referrals
Don’t assume a completed project means the end of the relationship. A simple question like, “Is there anything else around your home or business that needs work?” can lead to additional jobs. Many customers don’t realize the full scope of services you offer until you ask.
Even if they don’t have immediate work, asking for referrals is smart. “Do you know anyone else who might need some joinery work done?” This simple question costs nothing and can lead to a valuable new client.
Creating Long-Term Success
Building a thriving joinery business isn’t just about making great products—it’s about being proactive and engaged at every touchpoint with potential and existing customers.
1. Respond quickly and enthusiastically to inquiries.
2. Follow up to show genuine interest.
3. Encourage your staff to seek leads within their networks.
4. See complaints as opportunities to impress and build loyalty.
5. Ask for more work and referrals.
Success in the joinery industry isn’t just about craftsmanship—it’s about seizing every opportunity. By proactively engaging with clients, following up, and leveraging your network, your business can truly thrive in 25—regardless of market conditions.
Ian Featherstone is a cabinetmaker, business advisor, mentor and leadership coach. Glass Half Full provides tailored solutions to lift performance and drive growth. Ian specialises in the construction industry, particularly the joinery & cabinetry sector. For more information or to find out how you can move your team forward, please visit www.glasshalffull.co.nz