🪚 Woodworking Shop · Strategy
Building a contractor referral network for custom cabinetry
How custom cabinet makers actually get clients. The 6-month outreach that produces year-round work.
Image: Contractor meeting
Who refers cabinet work
- General contractors (residential renovation). The #1 source. They're managing the whole project; you're a subcontractor.
- Interior designers. They control client choices on cabinets. Higher-end work.
- Kitchen/bath designers. Design-build firms. Higher-volume but more standardized.
- Architects (residential). Custom homes. Highest-end work.
- Realtors (pre-listing renovations). Quick turnaround work, lower complexity.
The 6-month outreach plan
| Month | Activity |
|---|---|
| 1 | Build prospect list of 20 local GCs, 10 designers, 5 architects. |
| 2 | Coffee meetings (4-6 per month). Show portfolio. Don't pitch hard. |
| 3 | Submit bids on 2-3 actual projects. Don't worry about winning yet. |
| 4 | Follow up on bid feedback. Adjust pricing/proposal based on what closes. |
| 5 | First project executed for one GC. Document quality of work. |
| 6 | Repeat business + first referrals from GC to other clients. |
What contractors actually evaluate
- On-time delivery. A GC's schedule depends on you. Late delivery = no second job.
- Clean install. No damage to floors/walls. Clean up debris.
- Standard hardware. Cabinet hinges, drawer slides — use what GCs already stock.
- Reasonable pricing. 10-20% below "named brand" custom cabinet makers. Above big-box.
- Responsive communication. Returns calls within 24 hours. Updates without prompting.
Want help applying this to your shop?Frameworks for woodworking-shop operators — pricing, commissions, scaling, contractor referrals. Connect on LinkedIn.
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