by Doug Sewell

I have one mission at Sewell Shutters (guzzling more coffeethan Doug is a hobby, not a mission, by the way).  I have one mission, one function when I walkthrough the factory doors in the morning. Point of fact, I’m sitting at Crooked Tree Coffee in Uptown as I writethis, listening to Kristen Wright play live, and I’m STILL mulling the missionaround in my head.
Honestly, you really don’t need me to tell you about this;some of you have been pivotal in teaching me. Every company that wants to survive an economic downturn has a mindsetreflecting it.  The mission: Deliver Whatthe Customer Wants.  Very simple (and abit of a let-down, in my opinion. Mission statements should have the words “plunder” or “infinite riches”in them).  Deliver What the CustomerWants.  Simple to understand, complex toexecute.  After all, if it were as effortlessas it sounds, we’d all be gazoolanaires and I wouldn’t have spent my Fridaypouring over online search queries, searching for clues that might help me closethe gap between how many people visit our website and how many leadsare generated.
Narrowing it down a bit, I would say the majority of us inthe design and remodeling industry probably don’t see the “Deliver” aspect ofthe mission as the most difficult part. Most of us have developed a functioning operation (at the least!) andare growing in reputation for being on time, on budget, and on the mark when itcomes to quality.  Chances are if you’rein business in this economy right now, it’s because you have that sort ofoperation.  Stellar operations managementisn’t necessary in a Seller’s market. You can lazily manage your people, ship upward of 40% defects, and stillbe profitable in such a market because demand is outstripping supply.  Of course, once deflation sets in andconsumer buying drops, you’re probably going to be out on the street.  Companies that survive (and sometimesthrive!) in recessions are those with an unwavering commitment to improvementand an almost feverish dedication to quality control – regardless of whetherthe market is Bull or Bear.  Again, ifyou’re in business right now, you’ve succeeded in crossing that bridge.  Congrats.
No, it’s not the “Deliver” part that is the problem.  The problem is the other four words: “Whatthe Customer Wants.”  Again, no surprise here.  After all, it’s a fundamental element inmarketing your business and product.  Ascertainingwhat consumers crave is key in surviving any competitivesituation.  Without an understanding ofwhat people want, you’ll never know how to develop a product or service thatconsumers will be enthusiastic about purchasing during a down economy.  What good is it for me to manufacture aplantation shutter that looks fantastic but is energy deficient when people arelooking to help the environment?  Or viceversa?  My job at Sewell Shutters isn’tto convince the public that their design taste needs to be the same as mine; myjob is to find out what their tastes are and provide for them.
Discover and Deliver.  That’s the Sewell Shutters business modelboiled down to simple terms.  Discoverwhat our customers really want andDeliver it to them.
Of course, being a wholesale manufacturer requires us totackle market research on two fronts: what ourcustomers want, and what our customers’ customerswant.  After all, if our sales aredependent on designers, retailers, or homebuilders selling to homeowners, thenwe’re up a creek if our customers aren’t selling (a canoeing vacation doessound good right about now, but I’m not sure that’s what the expression isreferring too).  Because our sales aredependent on our retailers’ sales, Doug Sewell and I are committed to apartnership model that helps us help each other.
To that end, we will be employing our LinkedIn group (http://www.linkedin.com/groups?gid=1847105)to develop the best product and service options we can for an ever fickle, everchanging consumer base.
We actively encourage your input.  Some of you are shutter manufactures, seeingtrends in your markets that aren’t the same in others.  Some of you are interior designers and areaware that during budget cuts, some home improvement products make the cut, andsome do not.  Why is that?  Some of you are homebuilders, looking toeither increase your curb appeal with beautiful window treatments or increaseprofits through selling upgrades.  Andsome of you are shutter component suppliers, eager to meet the next greatdesign trend head on.
Whoever you are, we welcome your opinion.
Sewell Shutters is committed to bringing the best quality inthe fastest time at the fairest price to designers, homebuilders, retailers,and even other shutter companies through our competitive panel program.  But above those, we are committed to the peopleof the United States and doing what is necessary to aid our fellow citizens insharing ideas and services to improve everybody’s business, and thus stimulatethe economy.
Call it the Sewell Shutter Stimulus Package.  Call it being responsible.
The Sun is Rising.
www.sewellshutters.com