We were lucky to catch up with Paul Salter recently and have shared our conversation below.

Paul, appreciate you joining us today. We’d love to hear about the early days of establishing your own firm. What can you share?

When I first starting growing our business to 15 people, we started with 3. At the time I did not intend to see how I could grow our business to 15 people. I focused on our service and product. We refinished cabinets. I wanted to ensure that there was no better company than ours at refinishing cabinets. From customer service, to the finished product, and everything in between. I kept in mind that we live for other people, and making them happy would in turn come back full circle to us. I spent 3-4 years focusing on having our full experience from start to finish was unmatched by any competitor. I wanted us to set the standard, not us try to live to a standard.
I then focused on adding team members with the same attitude that I had, and expanded some of our services to carpentry and contracting. I wanted to keep the same mindset that had gotten us to that point- focus on the service and finished product we provide. I wanted us to set the standard.
At any stage of growth in an organization, I think it is important to remember 2 things,
1. focus on your product or service- how do you set the standard of the industry, not try to meet a standard.
2. remember that we are living for other people. that is the best satisfaction you can get out of life, and if done with right intentions, it will come back full circle.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I am a second generation business owner. My mother started our company as a high end cabinet glazer and refinisher. My father joined her shortly after starting the business, and they began growing their cabinet clientele. I went to The University of Alabama and graduated in 2011. I had an intention at one point to go into engineering, but it was strictly for the money aspect of life. After I was unable to pass calculus 3 (3 attempts lol), I realized I needed to change majors and my direction of life. I decided to join the business school with the intent to grow our family business.

I had growth vision of the southeast. I put 3 years of blood, sweat, and tears into developing a franchise system. We were able to sell a franchise location in Atlanta and Houston.
I will say that now I understand that I grew too fast. The company sold locations to people who in reality did not need to be business owners. Business ownership is not for everyone. It is very demanding and there are no time for excuses.

2 years ago we cut ties with both locations and I focused all my attention to full time contracting. Our company has continued to grow a reputation in central Alabama for being clear communicators, having consistency, customer centricity, and attention to detail (these are our company core values), and we feel we live them out daily.
Our clients have always asked if we do more than cabinets. So, we now manage residential remodels in full. From cabinets, to stone, electrical and plumbing, and more. We do it all.

Over the last year we have added another carpentry facility to our current facility. We have added our cabinets, name, and partnerships to different showrooms and other vendors in town, and have continued to grow our name and image around the central Alabama for the top cabinet company, and top contractor.

What do you think helped you build your reputation within your market?

I think the golden rule applies here. What we all learned at a young age. If you always treat people the way you want to be treated, it comes back around.
We have “customer centricity” as a core value of our company. We want to ALWAYS do the right thing. Even if it means we look bad, lose money, etc.
This can be hard at times and it does cost money at times, but the long term value is irreplaceable.

Where do you think you get most of your clients from?

Current clients. Treating them right from start to finish no matter what, Working with great people and treating them that way. These clients will tell their friends or family who will end up wanting to do work to their home about us, and referral based business is the best. It ensures both parties talking are already more of a fit for each other than people who randomly find us on the internet, etc.

Contact Info:

• Website: https://cabinetryrefinishing.com/
• Instagram: https://www.instagram.com/cre_bham/
• Facebook: https://www.facebook.com/cabspecialists/