Masonry Magazine September 2012 Page. 38
BUSINESS MANAGEMENT
Masonry: Are there specific masonry issues you must address in your area of the country? Which codes and standards affect your business most?
McCauley: Before the earthquake that affected Virginia in 2011, the big issues were freeze-thaw cycles, waterproofing (flashing and cavity design) and wind in winter. Now, since the earthquake occurred, the designers are going overboard with seismic designs.
Painter: Energy efficiency of single-wythe masonry is becoming a problem (Florida, Southeast). "Energy people" don't want to allow calculations for mass.
Borman: Since we build in a category D seismic zone, seismic activity has always been our greatest concern, but we do it as a matter of standard practice. We have struggled long and hard to create codes that reflect the empirical performance of masonry systems. Our greatest challenge, in this regard, has been educating engineers-especially those from outside the area to understand our codes and standard practices. Wind load is accounted for in a similar vein, but easier to account for. Flooding is not a problem inherent in masonry design, but wind-driven rain is, and we must use water repellants on our masonry rain screens.
Masonry: What is the biggest material competing with masonry in your area of the country?
McCauley: Ours (Virginia area) include drywall studs and DensGlass on exterior walls; curtain walls; and EIFS and tilt-up concrete - although none can hold a torch to masonry.
Painter: Our biggest competitors (Florida, Southeast) include steel frame, light-gauge steel and steel stud.
Borman: Wood (Northwest). America still has, in many respects, a frontier culture. People have always built with the most readily available material. When the wood runs out, they turn to alternative materials. When looking at world history we find that, historically, all buildings tend toward masonry. The recent use of steel and glass has been driven by the price of real estate in downtown urban areas. The life-cycle cost of these buildings will, one day, prove to be unsustainable. Similarly, the use of wood will, one day, prove to be unsustainable.
Masonry: Do you feel the masonry industry does an adequate job of promoting itself?
McCauley: No, I have been beating this drum for years. We, as mason contractors, have a tendency to not work together and share information for fear that some one may steal our "men" or "trade secrets." Everybody
Business Management 101
When you're tasked with building or managing an organization, consider the following "common sense tips from Victor Green, who lectures and mentors small business owners and new entrepreneurs in conjunction with SCORE and the US. Small Business Administration.
Promote your business. The first priority is to clearly identify your audience. Who are your prime targets? Once you have determined who they are, then prioritize them in order of importance. Your marketing budget should be spent in accordance with these priorities, rather than choosing advertising and publicity avenues based on price. Consider every marketing resource and evaluate which will give you best value.
Service is the most important part of your business. Today, everybody wants to be treated as a "special person." If you treat your customers well, your reputation will grow. This is the cheapest - and most effective-form of advertising, Be honest, polite and attentive. Don't rely on emails or social media to do this work for you. There is nothing better than doing business face to face.
Your staff will follow your example. If you portray professionalism and attentiveness, your staff will see this as the way you want your business to be run. If, however, you have a poor attitude, are a bad timekeeper, take extended breaks during the day, go home early, or dress badly, then your staff will assume that this is how you want your business to be run. Never ask your staff to do something that you would not do yourself.
Build a relationship with all customers. You must develop a loyal customer base to maintain recurring sales revenue. Then, and only then, can you start to branch out secondary audiences and those further out. If you do not build a strong relationship that produces repeat business, you effectively will have to start your business over and over again every time you sell.
Analyzing financial income versus expenditure is crucial. Your P&L will reveal all sorts of things. If you don't have a P&L, you are effectively running your business in the dark.
Your P&L will allow you to obtain sales trends by tracking periods of higher and lower sales, which will help you direct your advertising and publicity expenditure at these particular times. You also can also study your overhead costs to see if they can be reduced.
Every successful entrepreneur has had business failures. Too many people let ego and pride get in the way and continue to run a business that is not profitable. Be ready and willing to cut the cord, and you will set yourself up to succeed.
Victor Green is the author of "How to Succeed in Business By Really Trying" (Amazon.com. $16), where he shares more than 40 years of practical business advice. Visit www.howtosucceedinbusiness.com.
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36 MASONRY
September 2012 www.masoncontractors.org
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