Cabinet Extension Phoenix AZ

Callahan & Peters created a formal program to sell Bertch cabinetry to other contractors. The company hosted seminars and provided catalogs to introduce contractors to the range of available products.

The Glenview, Ill.–based remodeling company of Callahan & Peters has always been a cabinet dealer — a natural extension of the cabinet shop that was run by Nicholas Peters before he and David Callahan formed a partnership. Until now, the company has sold Bertch cabinets to its remodeling clients. However, due to Callahan & Peters' participation in the local National Association of the Remodeling Industry chapter, other local remodelers became aware of the company's dealer connection. In response to their interest, C&P created a Contractor Cabinet Sales program.

The local remodelers were finding it difficult to get quality cabinets at a reasonable price. The Bertch brand includes a full range of products, from custom to semi-custom to entry-level cabinetry.

The contractors had also expressed concern about handing over control of the kitchen design to kitchen and bath dealers — but they trust C&P.

More Than Just Product

The remodeling company invited six remodelers to two days of seminars about the cabinetry. “Our Bertch representative did the presentation, and we provided food and drinks. We gave each contractor a copy of the catalog, at our expense,” Callahan says. “We envisioned that these contractors would simply be able to take the book we

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