Ask yourself one question before you continue reading. What is the purpose of this business? The only reason you want to make money is one. It is secondary to be able to transform concrete into something unique and colorful with your artistic skills. The client gets a valuable product and the installer earns a much higher salary. This is the right thing considering the amount of training and risk you take on as a Decorative Concrete Specialist.

It makes sense, then, to invest more time understanding, controlling and selling the value-added products and services that you offer. Here are the Seven Steps to Success Before You Start. All problems with concrete architecture projects, whether real or imagined, can be traced back at a failure of one or more these seven steps.

You don’t have to be an expert in decorative concrete, but you can start your first stamp and stain project. It can be stressful to try to remember the steps and when to apply them. Worst of all, is it possible for the colors to come out as promised. It is not easy to become a skilled decorative concrete specialist. You can lose all the momentum and profit you have built, or worse, it can damage your reputation as someone the industry can rely on for high-quality work. Practice, practice, practice! You should not only learn the seven steps but also practice them in your future projects. These steps can help you avoid problems and make it easier to resolve any that do occur. They also increase your profit margin.

First Step: Understand the Products/Understand the Process

Step one is more about common sense than any old trick of the trade. Common sense isn’t always so easy. It is important to start with the basics. How many times have you ever read product labels, reviewed the specifications, and sought advice from the factory on how to apply the new or different products? Talk to the manufacturer and take a class. This class is mandatory for anyone who wants to get into concrete architecture.

You can avoid problems such as a scratched or marred floor from sealer incompatibility by taking the time to research and asking questions about decorative concrete products.

How can you expect professional results if you don’t understand the product, aren’t familiar with its components, or have never used it? There are two options. You can either take the school of hard knocks to learn by trial and error or you can save your time, money, and heartache. One example: I cannot count the number of times I’ve received a call by a contractor requesting help with a job. However, they don’t have the right tools, manpower or preparations to do the job. The lure of easy money is powerful, and I am constantly reminded of this. It is easy to forget that decorative concrete can pay more. Think about it. Do I really know everything about the process and products that I use every day?

Step Two: Expectation Management

Concrete Science founder Steve Hicks first introduced me to expectation management. This simple concept was so powerful in relation to concrete troubleshooting, I thought immediately. Be clear about your client’s expectations. Over-promise in application and you will see the majority of your potential problems disappear.

Every year, I’m asked to solve hundreds of problems with decorative concrete. Many of these problems are perceived. The perceived problem would not have been a problem if the expectations of the client were properly managed during the sale. This is a powerful concept when it comes to architectural concrete. If not properly managed, the very thing that gives value and premiums could also lead to significant time and financial loss.

Inform your customers about decorative concrete. Let your customers know that their floor’s sealer will need to be maintained.

You and I are all familiar with the following: concrete colors can vary, stains can produce variegated tones, sealers need maintenance, concrete cracks must be filled, etc. It is important to provide detailed explanations to homeowners, general contractors, architects and other professionals. You can manage expectations by showing realistic samples and explaining the process, as well as highlighting the limitations of the product in the contract form.

Third Step: Value and Selling Perception

This step is not about avoiding problems but more about selling. You won’t make much money if you don’t manage expectations. Decorative concrete gives concrete the appearance of stone, tile or wood. It also has the concrete’s value. What are the advantages of decorative concrete and how often do you promote them?

Next time you are selling yourself or your work, use words like unique, durable and endless color options. End your sales pitch with the understanding that this partnership is not about a driveway, wall, or floor. This partnership will succeed if the client is committed and understands the investment.

Step 4: Samples

What are the best practices before you install tile, wood, carpet, paint or other common flooring? You choose a color and style and bring it home to see how it looks in new surroundings. Why is decorative concrete any different? There are many options for how decorative concrete samples can be made.

The best way to resolve disputes is to use samples. This green microtopping sample proves that the color matches.

The overall sample process can be enhanced by a professional portfolio of your work. Some processes, such as staining, need to be done on-site, while others like stamped concrete or overlays can be illustrated using pre-made samples and showrooms. You should note the surface conditions and application procedures to ensure that results can be replicated many years later. Sampling is one of the most affordable forms of insurance an applicator can get. So why not take advantage of it more? Side note: Once your samples have been approved, make sure they are stored in a safe location. Too often, I’ve seen samples that could have resolved a dispute but were destroyed or covered-up before the job was completed. When your work is similar to the sample, disputes are more likely to be resolved quickly.

Five: Resource Network

When problems arise, where do you go? A good place to start is your long-standing collection of business cards from industry professionals. The most common people you will find in decorative concrete applicator resources networks are product representatives, distributor sales personnel, other installers, or related trades. While you don’t have to be there when problems arise, it is important to plan ahead so that you can avoid costly mistakes and save money. It is important to emphasize the importance of your local distributor sales staff and counter staff in such situations. These people can often get you in touch when there are problems. Other places to look include books, like Bob Harris Decorative Concrete Series, web sites like www.ConcreteNetwork.com, trade shows, like World of Concrete, industry meetings, and manufacturers technical hot lines. Too often, I’ve seen small problems turn into major issues because the applicator didn’t know where or who to contact.

Sixth Step: Systems Approach

Most manufacturers of decorative concrete materials are well-respected. All manufacturers of decorative concrete materials (color, stain, overlays, sealers etc.) have designed their products to be used in combination. All materials for surface preparation, color, cleaning, sealing and maintenance, as well as stripping, can be purchased under the same label. This is called a system. A system can greatly reduce the risk of potential problems. Reputable suppliers will have checked the compatibility of their materials. It is worth it both before and after the project. You cannot always be the one who makes sure everything runs smoothly. You can achieve more consistent results by being consistent in your system.

To gain first-hand knowledge, attend seminars or product demonstrations and continue to learn about decorative concrete’s ever-growing field.

Seventh Step: Be an Expert

Continue your education as much as possible. There are schools, seminars, and product demonstrations all around. These opportunities are available everywhere. Not all of them are created equal. Before you spend any money, do your research. What percentage of the seminar will be in classroom instruction and what proportion will be spent “hands-on”? What products/techniques are covered? Are the products/techniques covered too broad to only be a sales pitch for a company? Be wary of any “deals” and “franchises” that are only offered at the training. Keep asking questions. Continue learning. Be an expert in what makes you money.