Instituted about three years ago, the marketing strategy has included enlarging the sales staff to six highly trained, full-time salespeople -- who aggressively seek new business from area contractors and homeowners -- rather than simply manning the company showroom. The company also advertises extensively and has instituted various sales promotions, including discount coupons and other incentives.
This strategy has been a solid success, with sales doubling annually ever since. The company went from fabricating and installing an average of five kitchens per week in 2005 to about 10 per week in 2006. Today, the company fabricates 20 to 25 kitchens per week, according to Shelby Powell, sales manager.