Page 19 - CMA PROfiles Spring 2019

“If a business fails, it’s usually not due to the
craftsmanship. It’s great to have an awesome shop

and high-tech machinery, but at the end of the day,
sales is king. Without it, you just have a cool hobby
that your friends like.” —Chris Valenti

A project like that is a tall order — float- to have an awesome shop and high-tech
ing alder shelves, hardware to keep the machinery, but at the end of the day, sales
display secure, the incorporation of the is king. Without it, you just have a cool
LED lights, and the communication with hobby that your friends like.”
the tablets. "How many shops can you go
to and write one check for everything you A few years back, the Valentis put togeth-
need and also find someone who speaks er an advisory board of established
your language?" Chris says. "Having the business owners. One of their key pieces
engineering degree and the fabrication of advice was that Chris should be the
background has made us unique." one doing the selling since using sales-
people had not been successful.
They are especially proud of their
work on the museum that started it all: While most of the company’s business
Western Spirit. comes from repeat business and word
of mouth, Chris is trying to be more pro-
“We built every fixture in the museum active about bringing in new clients. He
– mobile walls, display cases, pedestals, is concerned about a possible recession
etc.,” Kate says. “These are unique ahead and knows better than to rely on
fixtures that not just anyone can build, business rolling in the door on its own. my way’ and won’t look to others for help.
and it takes a certain level of respect That’s just foolish.”
and finesse to work in that environment. He finds the company’s involvement with
People are contributing valuable art the CMA to be invaluable. When he runs STAFFING STRUGGLES
to the museum, and it's important to into a problem, he posts it in the CMA Like many shops, CK Valenti Designs
understand how to display that art safely forums and receives multiple responses in struggles with finding and keeping great
and show respect for it.” short order. He can get answers the same employees, and Chris says he is always
day rather than spending time to track looking for better ways to vet potential
BALANCING CRAFT AND BUSINESS down a solution on his own. What's more, employees. The fact that the company
Chris Valenti’s advice to those who want he says, “the solution I come up with does specialty work makes it even more
to go out on their own? Focus on your might not even be the best option.” When challenging to find craftspeople who can
business skills. he gets advice from his peers, they speak help them deliver. Simply knowing how to
from experience. build a cabinet box doesn’t prepare you
“Most woodworkers go into the business for assignments like creating a 32-foot
because they’re good woodworkers, not “I don't believe in reinventing the wheel,” curved wall for a museum.
because they’re good business people,” he Valenti adds. “If someone has an idea
says. “If a business fails, it’s usually not due that was successful – whether it’s how to The company, which is still headquartered
to the craftsmanship. It’s all well and good handle a woodworking problem or craft in the space the couple purchased back
that you can make a great miter joint, but a certain type of proposal – I’m all about in 2007, usually has five or six full-time
if you can’t deliver that work at the right borrowing that idea. I sometimes see employees and also sub-contracts with
price, you’re not going to make it. It’s great people who say, ‘I'm going to do things others when needed.

CABINET MAKERS ASSOCIATION 17