Dennis Oz:

Welcome to remodeler success podcast, where we dive into remodeling world and giving you the quality, bringing you the quality guests and speakers and pioneer speakers from our industry. So today’s another exciting day for me because we are hosting our. Like pioneer designers and the pioneer let’s say remodelers and to learn how they are building their business.

Today is a different day because today we are, we’ll be interviewing a major cabinet maker and manufacturer. And from Illinois, I am sure that you find it super interesting to, the questions that we have prepared because we are asking you what questions would you like to ask our next speaker?

And thank you so much for sending your questions. I’m sure that we are, bringing you a great job on this one because I see that your interactions and reactions after the show and thank you so much for showing your appreciation as well. Thank you so much. So today again yeah, I’m so excited because today is going to be we’re going to be talking about like all about kitchen cabinets, cabinet making, and we are diving to that business and learning more about this.

So I have Gary Lin here. Gary is a pioneer professional in the industry. He has so many experience in the field. So we’re going to start talking about that, but I don’t want to steal his storm. So Gary, welcome to the show.

Gary Lin:

Yep. Thank you, Dennis. So yeah Yeah, I’m Gary Lennon from ProGraph Chemistry.

ProGraph Chemistry ranges from 10 different locations across the nation. Chicago is being the headquarters, followed by Nashville, Atlanta, two locations in Florida, which is Jacksonville, Miami, two locations in Texas, which are Dallas and Houston. We’re basically all around the nation and basically we supply to Not only dealers, but contractors as well.

Dennis Oz:

This is great because being that kind of a company in different states, it’s brings you it brings you a different responsibility. So just wanted to talk about your balance between your passion for technology and your role in the traditional industry, like kitchen and bath industry. How do you balance that?

Gary Lin:

So basically, I did come from a tech background in the past. So basically Overall, CoCraft, we integrate both technology and cabinetry as well. In terms of technology, right now, a lot of brick and mortar areas are definitely not very sustainable. So in order for me to outreach to other cities, other states to get more business, We developed a basic customized e commerce website strictly for ProCraft cabinetry, we call it on the dealer portal.

So anyone that’s a contractor or dealer first have to sign up with us, and then they can log in via the website to purchase our product basically. Oh, I want a base 12. Let me add that to the cart. As long as it’s in stock, you can add that to the cart, but submit, pay it. And then so what do you want to deliver to or pick up if you want delivery.

Guess what? You can get your cabinets assembled, delivered to your house or to your warehouse or anything within two weeks.

Dennis Oz:

This is amazing because fast lead times are so important in our industry and giving that two weeks window. And last couple of months ago, actually it’s in last month, we were KBS.

And we are talking about the importance of these lead times while going back to call it, these lead times are like really up and down. It was like a roller coaster, right? But right now we are, of course, back and we are just giving those lead times. It’s super important for you guys to offer that kind of convenience to the industry.

And I believe we have to underline that. But still, let me look at the Let’s talk about little more about a business strategy and leadership in your own company. Since you are one of the executives over there, I’m sure that you have some strategies that you implemented for your for ProCraft cabinets to enhance your productivity and also profitability.

What are those?

Gary Lin:

So basically, Procraft, we’re not only our manufacturers, we also own the manufacturers in Asia. So what we do is we’re a vertical supply chain. So my ultimate goal is to optimize supply chain management and also investing in new technology to streamline the operations, for example, e commerce, but also on a manufacturing standpoint, we basically purchased one of the best machinery there is to make cabinetry cabinet parts, edge vendors, beam, saw, CNC, et cetera.

And with that, because we’re also a vertical supply chain, we’re able to control the quality and also control how efficient we are in terms of manufacturing process. The overall goal is to cut down lead times, mass produce get it shipped over to the United States. Get a very efficient team, make sure that the cabinets are easily assembled, easily modified as well.

So then you can cut down the cost. So cutting down

Dennis Oz:

the cost and you see how it works, folks. It’s super important to have, again, when you look at it from the lead side, lead times perspective you can offer quick solutions to your to your, again, your ideal customer avatar. That’s the main point here.

And we don’t really want anyone to any professional to lose any sales because of the long lead times or any kind of like availability also is another thing, right? Because Gary, I am going back to my days. I was designing kitchens. back in the days for one wine rack for example. I don’t remember what these actual inches, 18 I remember, but I was, I remember that we were waiting for three months for one wine rack.

This is what customer wants. You have to deliver and but availability here is of course most of the kitchen designers out there And also i’m sure that are also if you’re looking for like creative ideas for Your own strategies talking to your showroom owners here That could be a great like edge for you to offer this variety of products with the lean with the short lead times, but our goal is to learn from pretty much like Gary today, how they are creating that structure, right?

So that’s why I’m going to be, I’m going to ask me another follow up question because, we are, since we are over there, we have a team, we have skills, you have to continue learning and you need to believe in continuous learning and passionate about that development, team development. Is it like a manager over there, C level executive over there, how do you structure your team and how do you keep that team always learning, eager to learn and hungry to learn?

Gary Linn: I see. So yeah our team are consistently learning because we introduce new products, new colors. Every single year. So new SKUs are made in the convenience of installers. Of course, for example, previously we made a cabinet and highly inefficient, a sink cabinet that’s divided drawers is 50 percent while the doors is also 50%.

So then the plumbing is very hard to make. And then because of that, we shifted our product to make it. About 25 percent drawers and then 75 percent door. So now the plumbing can be directly in the middle with that. Our team got confused because the two different SKUs are very similar, but different at the same time, two doors, same thing, two drawers, same thing.

But the thing is the measurement is different. So they got confused and made some mess ups in the beginning. We caught that very early within the first week. So then we basically did a conference and gathering in the break room, basically tell them, Hey, this two schools are different. These are the new modifications that we’ve done.

Basically we quickly educate the team. To ensure that the quality that gets pushed out throughout all the program locations is consistent.

Dennis Oz:

Because you have to offer the same solution in every single location that you’re running. Of course, it’s super important, right? And your team needs to be up to date.

And yeah, this is a very smart way to do it. Having that that happens, Gary. I know that we, as soon as we have more SKUs and new products, that may create some sort of confusion, but the folks here, as you can see, Your leadership skills will allow you to solve these problems and keep your team updated along the way.

So this is a great effort on your side. And this is how you’re keeping your team also engaged and also continuously educate your team to be up to date with every single product updates and product launch. This is great to know and a very profound. Let’s go back to some of the projects that you have done in the future that we have done in the past and we’ll talk about future as well.

But we just want to go back to past for now. Let’s highlight a project that you believe that is really proud, something that you make that project really proud and something that you would like to share with our listeners right now. Do you have any kind of project? Okay.

Gary Lin:

Yeah, definitely. Each year, definitely a single family project, multifamily project.

We do from one unit to 200 units to 300 units. We’ve done all the most proud of was when I personally was very involved in was like a 200 unit project back in Chicago. So what it is like a 25 floor building. Each floor has about 16 to 20 units. There was a slight mistake that made from manufacturer, which, we’re not proud of.

But then we have to go in and fix everything. And what I’m proud of is how our team ended up, meaning we grew, we. understand better of our product and understand that there’s a trick in cabinetry where you can do to make it even more we can resolve the issue much more faster, which everyone basically learned as a group.

And basically, oh, see, in order to make the drawer smaller, we can just slip a small one eighth of an inch inside to create the additional quarter of an inch outside. So to prevent the drawers from rubbing. So that was some very fascinating thing that we learned throughout the entire project. So we executed that on future projects whenever the issue occurs.

And now the client is very happy because of the fact that the turnaround time is very fast. When the issue just occurred, it took us weeks. To understand what was happening, but the end after when we resolve it, any future occurrence of this issue was resolved immediately.

Dennis Oz:

Very interesting. And it’s an eye opener, right folks.

So if you’re listening here right now, it’s I’m sure. Small increments to the solution will create a big impact. And, the same thing in the negative side, if you just have a problem and you just solve that problem in the beginning, it will create a snowball effect. And you can, sometimes you just try to solve it.

We are talking about 200 units, and if you have a small mistake that you made over there, In the beginning, you will just multiply that problem with 200. It’s really easy to screw up and then just say, oops, so it’s really easy. But again here having that, being a part of the solution is the main thing there to just just like Gary explained it to us.

As you can see, this is why we are trying to underline those kind of mistakes because we want you to avoid these mistakes We want you to not to make the same mistakes that our professionals sharing their experience here on this channel Made in the past you we want you to learn from these mistakes Just by looking at our scars on our faces.

So that’s the main thing here. So very good Thank you so much for sharing that one and going back to your actually strategy and also competitiveness here, Gary, let’s say many years in the industry, over 40 years, right? When you look at ProCraft cabinetry, when you go back, go and back look at these 40 years, how do you guys stay innovative and also competitive in the market, in the design and service market?

Gary Linn: Definitely. There are, RTA companies, semi custom, high custom. Our ultimate goal is to bring in the colors, the styles that the mainstream customers like. For example, we have multiple variations of shaker white. No, not shaker white, shaker cabinets. Blue, gray white caramel, etc.

But those are our baseline cabinets. That’s everyone has what Procraft is special on is bringing in those additional skew, additional designs that only high custom people have. So instead of purchasing one cabinet, I don’t know, a thousand dollars, a thousand, 500 per cabinet from high custom cabinetry, you can purchase from Procraft.

We have 230 plus SKUs available. For example, a 3030 box, a wall 3030 might be, that’s just ballpark 800 in a semi custom to high custom cabinetry, but with us, it’s only 150, 200. Whoa!

Dennis Oz:

It’s a huge difference. It’s a huge difference.

Gary Lin:

Definitely. So basically my outside sales rep will come to us and be like, Hey, this door style is very famous, very popular in so and so company.

But then we’re basically be like, Hey let’s do some market research. How much demand is it? And then we bought it in. We actually bought in, we’re the first one to bring in the caramel shaker door. And it was

Dennis Oz:

shaker, right? Is that shaker?

Gary Lin:

Caramel shaker.

Dennis Oz:

Okay.

Gary Lin:

I actually have a simple door over there, but to just keep on going.

We bought in three to four containers. We sold out within two, which is about 3, 000, 4, 000 cabinets overall. So that really truly shines how much demand and an explosion of what that the price point that we bring in can truly benefit the end customers, which is great quality cabinets at a very reasonable price.

Dennis Oz:

Very good. It’s really interesting. Having that fast, kind of transaction it’s really important for a company. I’m sure it’s going to bring you like, you’re talking about like several units and several projects here. It’s very important. Then you also have selling is one thing.

I’m sure that you have the customer service behind it, right? Because I have my quest. Next question is going to be the customer service question because selling is one thing, and I’m sure that you have some customer service skills play very important role in your success when you’re also working with the multifamily units and B to B and also sometimes selling to B to C on the end users.

How do you do this? Then you’re selling like huge amount. What’s your role in your customer service?

Gary Lin:

So my role in customer service is oversee everyone. So basically we do have customer success manager, followed by the CSR which is customer service representative. Throughout every single program location we provide.

We all have a reception that answers the phone transfer it to the necessary service managers. For example, Oh, Colin. Hey when do I get my delivery? When is this delivered? What’s the tracking number? We have a system in place where the reception can answer 90 percent of the questions. They can just look up into our system.

Look at the numbers. Okay, you’re going to be delivered tomorrow. Oh this person chatted with you on this time and you agree with them that you want to deliver on this date. So we have everything logged. Every system, every progress is actually assigned to an individual, which they know who to reach out to if they have a question.

So basically, overall, everything is pretty transparent. In our system and with our customers, we do have automated emails going back and forth with the customer For example when they place an email they receive email. Thank you for your transaction And then this will be estimated delivery time and that’s about it.

And then if on the date they did not pick up their item or basically on a date where they did not pick up the item, the customer service representative will then dial them and say, Hey, you’re supposed to pick up today. It’s one day late. Do you need me to reschedule? But basically, we’re always following up with the customer, making sure that they are informed with the product.

Overall, our customer service is fairly well. Definitely, there’s always room for improvement. That’s basically all my ideas today.

Dennis Oz:

There’s always room for improvement. And it’s there was a really common saying, especially in our industry, that is not possible to make everyone happy.

Of course, if you give your 100 percent to your customer service, there will be some people that don’t really feel like, really satisfied with the service that you provide. But overall here, and I’m sure all of our listeners really agree with that point that where. We, there will be some other people always be complaining some of the service that you will receive that could be maybe they hang your bad day.

We don’t know that happens sometimes Gary. I turn out to be a real like a grumpy man. Sometimes I’m purchasing like it could be even like restaurant, right? I’m not that kind of a complaining person. Seriously, I’m happy with the life that I did the thing. I’m happy with the things that I have in my life.

Sometimes with that kind of. 40 food just really something to make me so grumpy. So I just wanted to, that, that is examples may also occur in our industry as well. And folks, you’re listening here and I’m sure that some of your projects went really some of like really wrong ways.

When you put your a hundred percent with the design and the customer service and everything. Sometimes you cannot make people happy, of course, but don’t discourage by this one because there will be a percentage. Of I would say a percentage of people that don’t really be happy. And just like Gary said, you just want it to be up on your game.

Just like ProCraft cabinetry did. You just need to be up on your game and try to satisfy your customers at the highest level possible. So this is why I believe it’s a solid advice. And Gary, thank you so much for this one. Then Gary, before I ask you some, we’re going to wrap up here. Let’s say you are right now someone is tuning here.

Of course they will like to they have a follow up question, maybe they are interested in your your own products or something like could be a follow up questions with the continuous conversation. What do you think that could be the best way anyone from? Anywhere in the United States could be the best way to reach out to you.

Gary Lin:

Definitely. Email will be the best. So then because I check my email every single day, I make sure that all my emails, all my leads that comes in, I always forward it to the proper personnel. Dennis, is it possible to share email

Dennis Oz:

or? Yeah, of course. Just mention your email. We are going to also add this, your email to the bottom of the videos and also the things that we share.

Your email is

Gary Lin:

My email is gary. lin at procraftchicago. com, so how you spell it is G A R Y period L I N at Procraft, P R O C R A F T, Chicago dot com.

Dennis Oz: This is great. This is perfect. And just like we said, Gary, thank you so much for today because the things that you put in place in your leadership skills is, I’m sure that today’s our listeners learned pretty much the things that you shared today.

And we always appreciate that generosity here. And we are really appreciative about the things that you shared here as one of the major players in the industry. And I really would like to, thank you one more time on behalf of myself and also on behalf of our, on our clients, I’m sorry, listeners here, and maybe your future clients, maybe why not?

So folks, That was another episode of Remodeled Success Podcast. And thank you so much for tuning in. We’re going to see you next time. Goodbye.