Frequently Asked Questions about Becoming A Shower Wall Panel Dealer

Whether you’re a design/build or general remodeling contractor wondering if you can improve profits and close more jobs by adding shower wall panels to your offerings, or you’re an experienced (or start up) bath in a day company looking to differentiate your line, there’s A LOT of factors which go into choosing the right shower wall panel system.

And since I get calls daily from seasoned company owners and aspiring entrepreneurs looking to ‘hang out their shingle’ and get a piece of the growing grout free shower wall panel industry – one thing which is apparent in either case and that is….

There’s A LOT of things you want to learn (and ask yourself) before becoming a dealer of a shower wall panel line.

And in this article my goal is simple. I want to arm you with the frequently asked questions to make your best choice. And although I think my list is pretty complete – at the end let me know other things you’d like to learn so I can add to the list (or call 877-467-7488 to get answers to your specific questions).

And to organize these questions I’ve broken them into 11 sections:

• Section 1 – Begin with your ‘why.’
• Section 2 – Ask how the best dealers make money with this line.
• Section 3 – Ask how many dealers they have in your market.
• Section 4 – Ask what the product is made of, it’s history, the size of the panels, it’s warranty, and it’s pros and cons.
• Section 5 – Ask how long it takes to get product.
• Section 6 – Ask how the material is installed and the support available to you.

Image Credits:
JTEK Solutions

• Section 7 – Ask what design options are available? Can you get gloss and matte finishes or tile, stone, or textured wood-like patterns? Does the product look fake? Can you get samples?
• Section 8 – Ask if the panels work in custom showers or wet rooms.
• Section 9 – Ask how successful companies generate leads. And ask how your potential supply partner can help you grow.
• Section 10 – Ask about sales support tools to help position your offerings and improve closing percentages.
• Section 11 – Ask whose is going to be your ‘product champion.’

Section 1 – Begin with your ‘why.’

If you don’t first know ‘why’ you really want or need a shower wall panel line begin by asking yourself that question.

For example, maybe you’re currently selling acrylic or PVC shower wall panels and need to differentiate because your oversaturated market is becoming a price-competitive ‘race to the bottom.’

Or maybe you’re a design/build (or general remodeling) contractor who is losing too many sales because your tile solution is too expensive, and finding tile setters is getting increasingly difficult. Or the ‘home-center’ fiberglass shower wall insert you use is too cheap for your prospects.

Or maybe you’re an aspiring entrepreneur who is selling or installing for a one-day-bath, or general contracting company and are looking for a systematized way to make money in the fast-growing bathroom wall paneling niche and want to start your own business.

Whatever your reason is, you need to know ‘why’ you need a new line to evaluate competing manufacturer’s offerings against your goals.

Also ask what your growth goals are. Are you looking for modest growth from this line or are you looking to scale this business to become the #1 supplier in your market? If you’re looking for a large-scale business you may need to lean into wall panels which are the cheapest and simplest to install to appeal to the broadest group of customers and be able to recruit installers who you can train (who aren’t already bathroom experts).

Section 2 – Ask how your potential supplier’s best dealers make money with their wall panel line. Ask what the typical profit margin is and the average price of a shower system.

Shower wall panel lines are not created equal. And while one line may be a perfect fit for one company, it can be a disaster for another. So, how can you determine what’s right for you?

Start by asking a supplier, “What type of dealers do best with your product?”

For example, the line of laminate wall panels our company wholesales are a profitable fit for dealers looking for the following:

• They want to differentiate and improve margin dollars per crew per day.
• They’re looking for unique patterns, colors, textures, and finishes not seen in ‘run-of-the-mill’ slap ‘em up wall panels most companies sell made of acrylic.  

• They want a product with a lifetime warranty that’s been ‘battle tested’ and won’t fail.
• They want marketing, installation, and sales support to sell a more exclusive line.

So, where would our products NOT be the best fit? Well – it’d be for companies looking for the cheapest wall panel. Or it’d be for a company looking for a one-sheet product where the panels can be 60” wide.

When you focus on the ‘fit’ question – and ask where a panel line is a fit and where it’s NOT a fit, it should make it clearer to you if you’re barking up the wrong tree or not.  

Also ask what dealers are charging for a ‘standard’ system (use a tub to shower conversion package for example). See if you can get a straight answer to this question. Then ask what installed gross margins companies are making with their wall panel line. Then think if the potential supplier is blowing smoke up your butt or being truthful. Successful relationships are built on a foundation of honesty.

Section 3 – Ask how many dealers – and how many ‘brands’ they use to market in your town.

While it can be comforting (and safe) to offer acrylic wall panels if you’ve been installing or selling them for years at your current company– it’s also a guarantee if you’re selling a ‘me-too’ product where everybody and their brother (and their brother’s brother and sister) also carry this line – it’ll be difficult to break into the wall panel business if you’re new AND selling a ‘me-too’ product.

So – when thinking about the best line for your business ask potential suppliers who(m) is representing their line in your market. Ask how they’re looking to grow their dealer network. Ask, what type of dealers do they want? Are they even willing to add more dealers?

And if you’re going to ask for an exclusive be prepared to let them know what marketing investment and order volume you’ll guarantee to get this arrangement. Exclusives are extremely hard to come by.

Section 4 – Ask what the shower wall panel is made of, it’s history, it’s size, the thickness of the panels, it’s warranty, and it’s pros and cons.

It’s always possible to find a cheap product. Just go to your local home center and you’ll find a ‘bevy’ (and isn’t that a funny word?) of them.

But the problem with the cheapest wall panels is they’re usually available at the home centers and it’s harder to sell the value of your professional installation service when homeowners see the cheap material prices from big-box stores.

So, start by asking about the composition of the shower wall panel. Ask how it’s been tested and how long it’s been on the market. While great products can be new products – you need to consider if you’re confident in the new material and it’s installation. After all, it’s your reputation on the line!

Ask what size the panels come in and the advantages and disadvantages of these size options. For example, while it may sound like an advantage to get ‘full panels’ (let’s say those which are 60” wide for a tub to shower conversion back panel) – it can be tricky and/or heavy to get them up the stairs and into a small bathroom.

Also dig into the thickness of the panels. Generally thicker panels will be less susceptible to cracking. Ask about the height of the panels. Will they reach the ceiling to minimize finishing work. Also – look at the width of the panels. Will the panels be wide enough on the sides to cover 36” deep fiberglass one piece units which have flanges on the end you’d like the wall panels to cover to speed up the installation.

You’ll find ‘full sheet glue up’ panels and a growing mix of ‘click-together’ panels which are simpler to maneuver even if you have a one-man crew.

Also – ask about the warranty. Does the manufacturer or supplier provide a better warranty through their installed dealer network than through other channels.

And don’t forget to ask about not only the ‘pros’ – but also the ‘cons’ of systems you’re considering.

The reality is wall panels are like people. They ALL have their strengths and weaknesses!

Section 5 – Ask how long it takes to get product.

Let’s face facts. Even though your prospect has waited 25 years to remodel their bathroom they want it NOW -or in as short an amount of time as they can get it after the ‘ink’ (or digital signature) is dry on the contract.

And perhaps they really do need it quick. Maybe mom is coming home from the hospital and it’s no longer safe to climb over the tub rail. Or this is their only bathroom, and the old fiberglass or tile shower is leaking onto the floor below, and going over a relative’s home to shower isn’t practical.

Whatever the reason –lead times can make or break selling a job.

And if you’re dealing with a wall panel manufacturer which makes everything to order – and it takes 6 to 10 weeks to get – you’ll be at a competitive disadvantage and will lose sales.

So, ask your potential supplier what’s the lead time for standard sized products (not only the shower walls, but also the shower pans, and glass doors – if they have them). Also ask – what products do they offer if you need custom-sized wall panels or a custom shower pan, and how long these will take to get.

Section 6 – Dig into the installation and determine:

• How the shower wall panels are installed.
• What tools are required.
• How the product is waterproofed.
• What support is available from the supplier.
• Consider IF you’ll have the support of your team (or subcontractors) to do the job.

While you might find a super-cheap wall panel system made overseas – you may also find there’s ZERO installation or customer service support.

And if you’re installing their wall panel system for the first time, you’ll have questions.

See if you can get installation videos (as well as written installation instructions – which of course, you know it’s nearly impossible to get your installers to read!) to make it simpler for the team (whether you’re self-performing or subcontracting the install) to do the work. Here’s an example of an installation video below.

Ask if there’s people in the United States providing technical support who can answer your questions.

Make sure you know the tools needed and if you’ll have a big investment to get started.

Ask how the panels are sealed in the corners, between panels, or between the tub deck and the shower pan.

And whether you’re subbing or self-performing the work– get the reactions and willingness of your team to try the ‘new’ (at least to your company) product. After all, it’s NOT an excellent product unless it’s a high quality installation.

The reality is if you’re operations team fights you tooth and nail to get the new line launched – you’d need the upper-level leadership team’s help to get the product going.

Section 7 – Ask what design options are available? Can you get gloss and matte finishes or tile, stone, or textured wood-like patterns? Does the product look fake? And lastly, can you get samples?

Let’s face facts – the #1 reason most consumers reject shower wall panels without even seeing them is they assume…..

Wall panels look fake!

And who want’s molded, plasticky, fake wall panels? ‘Er that’d be almost no one – except house flippers working in low-income neighborhoods who put in the ‘cheap stuff’ because it’s good enough to get the home leased or sold.

So, if you’re evaluating shower wall panel designs consider the following:

• Can you get matte and gloss finishes? – Since matte finishes are popular in bathroom fixtures (think how many people want matte black or brushed nickel shower doors or hardware) – they’re also popular in wall panels or tiles in spa inspired bathrooms. And you’ll find many acrylic lines are woefully inadequate with matte finish offerings.
• See if you can get popular tile, stone or wood look patterns– The goal of grout free wall panels is to not realize they’re grout free wall panels. Look for wall panel lines in popular patterns like 45 degree herringbone, hexagon, vertical stacked subway, and large format tiles which are more time-effective to install than tile.

• See if you can get design series which take advantage of color and interior design trends – Have you noticed the movement towards earth tone colors and the softening popularity of gray? If so – see if your prospective wall panel supplier has Scandinavian inspired or even Maximalist designs for those people who don’t want the run of the mill. Many wall panels suppliers – because they invest in expensive molds – still want to shove down your throat the ‘long-in-the-tooth’ white subway tile. And while subway tile is classic, it can hardly be considered to be what’s hot today. Does the wall panel line have designs which resemble luxury bathrooms?

And lastly no matter what you do, don’t buy until you’ve seen samples. Pretty pictures on a web site don’t always equate to high quality finished showers!

Section 8 – Ask if the panels work in custom showers or wet rooms.

As you know not every shower on the market is a ‘standard’ 60” x 32” tub to shower conversion. Maybe your customer wants a wet room where the wall panels will extend into the ‘bathroom.’ Or maybe your customer has a wacky angled shower – or needs an offset shower pan. In these instances, an ‘inside-the-box’ standard wall panel system won’t cut the mustard.

Image Credits:
JTEK Solutions

Ask a supplier if (or how) a custom size can be created. See if there’s trim profiles which allow you to build around a 90 degree outside corner or if there’s an ability to make the product work with round walls or odd-shaped angles.

Section 9 – Ask how successful shower wall panel dealers generate leads. And ask how your potential supply partner can help you grow.

While it’s nice to get a W.O.M. (‘er Word of Mouth) lead, if all you do is wait for referrals and W.O.M. leads – when the market declines you’re going to be in ‘deep doo-doo’ (and yes, that’s the technical term for it).

Depending on your growth goals (see section 1) you may or may not need an aggressive marketing program – but if you do, you’ll find marketing costs as a percentage of sales (for the big bath-in-a-day companies or franchises) range from 10% to 15% of sales. And this has BIG implications for your level of investment and selling price (you need to charge more to cover the marketing costs).

The most used strategies to get leads are social media marketing, pay per click, ads in local magazines, having an updated Google My Business listing, and event and home show marketing. And whatever you do – DO NOT put all your ‘eggs’ (‘er marketing spending) in one basket (marketing program) and sign a long-term contract. This can be the kiss of death.

And you’ll also want to ask your potential supplier what marketing help (with imagery, ads, leads, and before/after pics since you don’t have any at start-up, or co-op programs) they have to help you.  

Section 10 – Ask about sales support tools to help position your offerings and improve closing percentages.

It doesn’t matter if you have the best wall panels known to man or woman– if you (or your sales rep or estimator) can’t communicate this value to a prospect. And if you’re not seen as a credible supplier – you won’t close deals and get your new wall panel line off the ground.

This is where you want to ask your supplier if they have an in-home bathroom presentation tool to help close sales.
Or ask if they have a bathroom visualizer tool to help prospects see how the wall panels, base, glass door, and flooring go together to speed the selection process.

Can you get a sales kit with samples to use in the home? Request access to our sales kit! 

Ask if they have a sales training program (for product and selling techniques) which help your sales team (or you) notch up your selling skills. After all, most people ARE NOT born salesmen or saleswomen!

Section 11 – Ask who is going to be your ‘product champion.’

Think about this. How many products or projects have died a slow (or quick) death in your company because there was no one who took the proverbial ‘bull by the horns?’ There was no one accountable to make the project happen or the new product line grow.

I’ll bet if all of us are being honest – we’ve got countless products and projects which ‘died on the vine.’  

And no matter what wall panel system(s) you choose I’ll tell it’s GUARANTEED TO FAIL if there’s no one who cares enough to invest the time to make it successful.  

So, you can ask all the questions you want – do all the analysis you want – but the companies (and people) who are the most successful are the ones who have the people which execute on the plan and work through the kinks. And yes – there will be kinks. Who’s kidding who???

And as you know – there’s no ‘Easy Button’ in business!

Are you ready to take the next step and research – then implement – a shower wall panel line in your business? Do you need help – or a cool line to consider?

So, now that you’ve read these 11 sections are you better prepared to evaluate shower wall panels suppliers and figure out if a new line makes sense for your business?

And if you answered yes – and would like to learn more about one cool (IMHO) line of laminate shower wall panels– I’d love to help. I’m Mike Foti, President with Innovate Building Solutions. And yes I’ve been in this shower wall panel industry since Moses was a child (Ok – slight exaggeration there, but you know what I mean – it was before I had gray hair for sure!).

Call 888-467-7488 and ask for Mike. And if you’d like to do more research on our line of shower wall panels (and you think – hey I really don’t want to talk to this cooky guy – or at least not yet) then visit our Shower Wall Panel Dealer page or request Free Samples of laminate wall panels.

Thanks for reading. I hope this article has helped you to know the right questions to ask in your journey for a shower wall panel supplier.

Mike

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In addition, if you’d like to connect on LinkedIn, you’ll find me https://www.linkedin.com/in/mikefoti/