CALIFORNIA CLOSETS – 30 YEARS AND STILL INNOVATING

California Closets – New England Showrooms

IT’S JUST NOT THE SAME

I always get asked questions about California Closets. They are always interesting because when you are the established leader in anything – people talk. The stories and questions are always interesting and in some cases defy logic. Some of our competitors try to tell people that they are the same as California Closets, just cheaper.

A Subaru is cheaper than a BMW – they are both comprised of very similar raw materials, they are both shiny and photograph well, and they both move when you put the gear shifter in drive – but they are not the same. The feeling you get going down the highway is not the same either. You FEEL different. So, I thought I would answer some of questions that I deal with concerning California Closets and how we are different.

“WHATS THE DIFFERENCE – YOU BOTH HAVE LIFETIME WARRANTIES?”

We are celebrating our 30th year in the closet industry. We are still here and innovating and we are still number one in the industry. We get calls all the time from clients of other closet companies who want us to fix their closet system. Why? They can’t get a hold of their closet company – they will not respond or they are out of business.

They will advertise a lifetime warranty because California Closets has a lifetime warranty, but they cannot keep up with the claims because the product quality is just not the same as ours. We can handle our lifetime warranty claims because we just do not have that many. And when the rare claim happens we are on it very quickly – we want to understand how a claim could possibly happen and the idea that something of ours needs attention drives us crazy.

“YOUR COMPETITOR ‘is not a franchise’ or is ‘locally owned’ – ARE YOU LOCALLY OWNED OR A FRANCHISE?”

We are locally owned and a franchise! There are huge benefits with being associated with such a great franchise system like California Closets. California Closets is a fantastic franchisor – they set high standards for all the franchises nationwide and are diligent in working with the local franchises to ensure that customer service and product quality is second to none.

The collective strength of the system allows for leading edge research and development for new products. It also helps in securing products purchasing contracts that allow us to contain costs. California Closets is the best because of the system - the pressure is on every local franchise to keep the national brand strong – one weak link is not acceptable.

Locally owned? Ken Cleary is local – I have lived in the New England Area all my life. I have employed people from every state in the New England area. I have spent the last 15 years of my life coaching hockey games all over the New England region. I know the area very well. The New England California Closets franchise is a business that has committed to the na

tional standards while tailoring the product to the needs of the local region.

“HOW COME YOU ARE MORE EXPENSIVE?”

First, we are not more expensive. You are not buying the same product as the competitor would have you believe. Some use the same materials, but then the designs are not even comparable. We do things right – our commitment is to the never ending pursuit of providing order, tranquility and style. We are not ’selling’ a cheaper closet system. If you are looking for a storage and closet system that will help you maintain your sense of order while lasting a lifetime – you will not find it ‘cheaper’.

My designers – the best in the business - are trained to make sure that every design is special for the client – whether the focus is on style or price – the value is always there. We will not cut corners to win business because that is not us. In the end, everything we do must hit the standard of a California Closet – we will not compromise quality just to get a sales contract signed.

“HOW COME YOU NEVER HAVE SALES THAT OFFER: ‘free installations’ or ‘20% off’?”

Do people really believe this stuff? We have standard pricing – we do not mark it up to mark it down. Free installation? Are they not paying the installer? Do they charge for the installation at other times? I do not get this one. By the way – have you ever seen an add for these guys that does not feature this ‘limited time’ offer? It seems that the sale is happening all the time – is that a sale?

Our consistency in pricing allows the designer to focus on designing and not on playing games with the supposed ’sale’ price. Sometimes I will authorize ‘coupons’ to introduce new products or services. However, we do not build up the price to account for the coupon. Our goal is to build enduring customer relationships – not make the easy sale and move on as quickly as possible.

“DO YOU REALLY SERVICE ALL OF NEW ENGLAND?”

We have designers in every state. Our plant is located right off Rte 495 and close to the Mass Pike so that we can get to all of New England easily. We also have designers that live on Cape Cod and the islands – our trucks visit the islands whenever the ferries are running. Our commitment is to bring order and tranquility to the whole area of New England – we live for the exciting ride to the far outposts – it makes life interesting.

“WHAT MAKES YOUR PEOPLE SO GREAT – WHY DO THEY PAY SUCH ATTENTION TO DETAIL?”

Someone once described our approach to personnel is this way: “they are ‘hard to hire, hard to fire’.”

What does that mean? We are very selective in who we bring on to work at this business – we are looking for skilled and committed people. They have to understand the California Closets Experience and their role in the delivering of it to the client. We have people that apply here all the time that cannot get through the interview process. We like positive people who love to work with customers – who like people – we say they have to have a preference for “nurturing.” We are “hard to hire.”

The “hard to fire” part: we value our people and work very hard to place and train people where they are the happiest and most productive to supporting our goals. If someone is a positive committed

individual – we will work our hardest to make them successful. We are always looking for new and innovative ways to train and skill-up all of our people.

We very seldom hire people from the competition – even though they apply continually. One person that we did hire from the competition once described the difference in approaches as “going from the single A ball to the major leagues.” We all understand that our people make us great.

Recently, we had a company meeting of all 80 employees to review our performance and get feedback from all of them on what we need to do to continue to be the best. For six hours these people worked together to come up with a plan to make us even better at delivering the customer experience – they participate, they care – it is in their DNA. It is who they are and they make California Closets great.

I am still looking for songs with “California” as a theme.

Ken Cleary

President – California Closets – New England.

California Closets - New England Franchise