The following is how we present True32 Custom Cabinetry to cabinet purchasers (builders, architects, designers, homeowners, building owners, etc.), how we provide the cabinet purchaser with the context of where we fit in the big picture of cabinets they have available to be used on their project.

True32 Custom Cabinetry is unlike any other cabinet company you might encounter. Traditionally, there have been three cabinet types to choose from: custom cabinets, semi-custom cabinets and stock cabinets.

  • Custom cabinets are typically the most expensive because you can get anything you want, and they are manufactured to fit your home in any width, depth or height needed.
  • Semi-custom cabinets are just that - semi-custom. These will fall in the middle of the price range. They are typically offered in width increments of 3" with a few variations on depth and height. Most semi-custom cabinet lines offer a larger selection of door styles and finish options than stock cabinets, but far fewer than the typical custom cabinetmaker.
  • Stock cabinets are traditionally the least expensive of the three cabinet types. These typically offer few, if any, color and door style options, have a very limited range of size variations, and are always sold in width increments of 3".

All Certified True32 Custom Cabinetry Manufacturers provide their clients with a custom cabinet designed and engineered to fit the surroundings. Cabinets are manufactured in any width or depth required for the application and in height increments of 32mm (1- 1/4"), from which the name True32 is derived. We offer literally hundreds of door styles and configurations as well as thousands of finish combinations, including glazing, antiquing and several levels of distressing.

One of the hardest things about being a custom cabinet manufacturer is to keep your sales pipeline full so you don't burn through the profit from the last project trying to win the next project.

To a lot of cabinetmakers, Marketing and Sales are typically two of several necessary evils to being a manufacturer of custom cabinetry. Many cabinetmakers will say things like "we depend on word of mouth completely, we do no advertising, no promotional events, nothing other than depend on our past clients to tell people that we are the best."

If you have a website, business cards, signage at your plant or signage on your vehicles you are Marketing. If you put yard signs in front of the projects you work on, or have hats and/or shirts with your company name and/or logo on them, you are Marketing. If you have a brochure you give to potential clients, you are Marketing. If you have a showroom, you are Marketing on a level much higher than most cabinetmakers, and you have a clear advantage over many of your competitors.

To stay busy, to keep our team busy, word of mouth is simply not a dependable marketing method. At times, it sends you more work that you can do, but at other times, you will be starved for work, and being starved for work means you are burning through your past profits.

One of the many things a cabinetmaker must do to keep their sales pipeline full is be an excellent Marketer. Marketing does not ignore word of mouth, it capitalizes on it. It's objective is to set up the Sale, to tell people who need cabinets that you make cabinets. Creative Marketing will find ways to tell your story. A website is one tool in your Marketing toolbox, a website is one of many ways to tell your story.

Telling your story needs to be compelling, but also presented in multiple formats to speak to differing types of people. Some will come look at your photo galleries, others will read the primary pages and look at a few galleries, and others will read everything on your website to educate themselves on what it is that you do, and what makes you better than your competitors.

Your website needs to answer the question "what makes you better than your competition?" from all the various perspectives, the picture lookers, the highlight readers, and the detailed folks that want to know everything about what you do.

Face Frame cabinetmakers will spend a lot of time telling their potential clients about their chosen joinery method for their frame construction. As a Full Access manufacturer, we don't need to tell that story, we need to tell other stories, stories that are specific to Full Access Cabinetry, but let's not get the cart before the horse, first we need to distinguish what we do from Semi-Custom and Stock cabinets, thus the verbiage above.


The following is how we present True32 Custom Cabinetry to cabinet purchasers (builders, architects, designers, homeowners, building owners, etc.), how we provide the cabinet purchaser with the context of where we fit in the big picture of company types they have to choose from for their project.

When it comes to how you go about purchasing cabinetry, there are several differing types of cabinet companies.

  • First there is the designer showroom that will typically represent several lines of manufactured cabinetry, mostly of the stock and semi-custom type. These showrooms display the different brands of cabinetry they offer, but they do not manufacture the cabinetry themselves. They are just one of many retail outlets for the manufacturer.
  • Then you have local custom cabinet makers who design and manufacture their cabinetry. These companies vary greatly in their design and manufacturing capabilities and typically only serve a local or, on occasion, a regional area. They are known for their ability to make whatever you would like made and for offering an unlimited selection of colors, wood species, etc.
  • Then there is True32 Custom Cabinetry, a diverse group of affiliated manufacturing plants spread out across North America that have the ability to design, engineer, manufacture, deliver and install your True32 Custom Cabinetry in a timely manner, and to offer you a product that provides an incredible value based on our extremely effective manufacturing methods. We integrate the best of lean and flow manufacturing methodologies into our processes, eliminating non-value added time and the typical work in process levels that drain traditional manufacturing companies' resources (men, materials and machinery). In every case, you will be dealing directly with the manufacturer and, in most cases, directly with the owner.

We look forward to serving your cabinetry needs with unique designs and a product that is a rare value in this day of "me too" product lines.

After we tell them about the different cabinet types, we then need to educate them on the different company types. There is clearly a difference in purchasing cabinetry from a designer showroom and a custom cabinetmaker.

What we custom cabinetmakers tend to do is ignore the things the designer showroom does well, and we pay a severe price for doing so. We need to not only have a showroom, but we need to invest the money and time in utilizing one of the many software options out there to provide an accurate estimate, to provide detailed drawings, and to provide detailed proposal/contract.

To try and tell someone about our cabinetry with nothing to show definitely diminishes our story telling capability.

Another lesson we need to learn, and learn well from designer showrooms is to keep our facilities Disney World clean. There are two ingredients to the sales process, one is doing all the right things, the other is doing nothing that repels your client (a nasty showroom and/or shop is a top repeler of clients).

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