Columns

Up Front: Don't Underestimate the Customer

While contractors are certainly not the enemy, a sales pitch can sometimes seem like a strategic battle. Both require a plan, both require knowing the customer, predicting his or her next move and having a countermeasure to accomplish the plan.

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Mark Fowler joined Walls & Ceilings as editorial director in 2006. Fowler grew up in the construction business and has held a number of positions in different companies and associations. He spent 11 years with the Northwest Wall and Ceiling Bureau before moving to his position with Soltner Group Architects in Seattle. Fowler is currently the executive director of the Stucco Manufacturers Association. He can be reached at Mark@markfowler.org.