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This profile was last updated on 8/20/15  and contains information from public web pages and contributions from the ZoomInfo community.

Steven F. Crook

Wrong Steven F. Crook?

President

Phone: (860) ***-**** ext. ***  
Email: s***@***.com
General Woodcraft Inc
531 Broad Street
New London , Connecticut 06320
United States

Company Description: General Woodcraft, Inc., is a distributor of Antique & Vintage Woods. We provide authentic high quality wood products for restoration, construction, flooring and...   more
Background

Employment History

11 Total References
Web References
Steven F. Crook, president ...
www.generalwoodcraftinc.com, 11 May 2015 [cached]
Steven F. Crook, president and CEO General Woodcraft I first joined General Woodcraft in 2008 I was surprised to hear the philosophy of Steven Crook (president, owner and CEO of General Woodcraft). I asked Steve point blank, "Steve, why on earth would you take the time and spend the money to send a craftsman from our woodshop out to make repairs on a job we supplied eight years ago? Clearly we are not expected to or obliged to do this work? Steve's response to me, and I'll never forget it was, "It's a marketing expense. From my perplexed expression Steve could see that I needed further explanation.
Steve went on to explain that General Woodcraft has always gone to great lengths to satisfy its clients - even if it hurts. Word of mouth
Steven F. Crook, president and ...
www.generalwoodcraftinc.com [cached]
Steven F. Crook, president and CEO General Woodcraft I first joined General Woodcraft in 2008 I was surprised to hear the philosophy of Steven Crook (president, owner and CEO of General Woodcraft). I asked Steve point blank, "Steve, why on earth would you take the time and spend the money to send a craftsman from our woodshop out to make repairs on a job we supplied eight years ago? Clearly we are not expected to or obliged to do this work? Steve's response to me, and I'll never forget it was, "It's a marketing expense. From my perplexed expression Steve could see that I needed further explanation.
Steve went on to explain that General Woodcraft has always gone to great lengths to satisfy its clients - even if it hurts. Word of mouth
Steven Crook, president of ...
www.theday.com, 15 Feb 2014 [cached]
Steven Crook, president of General Woodcraft, says the New London specialty home-improvement supplier is looking to the West Coast for new business and expansion. Buy Photo Tim Martin/The Day Steven Crook, left, president of General Woodcraft in New London, confers with Chris Nolan, director of operations.
...
But Steven Crook, president of the specialty home-improvement supplier General Woodcraft, has been on the diversification bandwagon for some time. As the local economy struggled to regain its footing after job cuts at the casinos and pharmaceutical giant Pfizer Inc., Crook started to look west for new business and expansion possibilities.
"We're going where the action is," he said last month during an interview at his Broad Street offices.
General Woodcraft has added five employees in California, where real estate is booming and calls for the company's specialty decking and wood siding is strong. Crook plans to head northwest to Seattle and Portland as well, eventually setting up a network of dealerships nationwide to carry General Woodcraft products.
"A lot of things we put into place last year worked," Crook said. "We increased our volume by more than one-third - that's something that made us smile."
Reaching out nationwide has brought residual benefits, too. Website hits that once totaled 5,000 a month have doubled during the past 18 months - and these are not just passing fancies, since potential clients have kept pace with Internet activity.
"We're getting almost double the leads we were getting before," Crook said.
General Woodcraft is focusing its new dealership program for now on the West Coast, but intends to work toward the middle of the country as time goes by, with an eye particularly on the Great Lakes region and the Southwest. Crook said the company will work only with dealers that have a customer-centric philosophy similar to General Woodcraft's.
"It's a select group of dealers," he said.
General Woodcraft, celebrating its 65th year in business, is working with about three dozen established lumberyards and specialty stores in southern California, teaching the dealers how their products work so they can better serve customers. Many of the projects, Crook said, are started by architects familiar with the Mataverde decking and Climate-Shield Rain Screen Wood Siding for which General Woodcraft is well known.
To better handle questions from dealers, architects and builders, General Woodcraft has added a technical department that is equipped to explain the proper installation techniques as well as designing solutions to building problems and tricky specifications.
In addition, the company has added a kitchen designer to its team in New London, boosting General Woodcraft's ability to execute remodeling work from concept to completion. The idea, said Crook, is to make General Woodcraft a one-stop shop for people looking for a kitchen makeover, saving customers time and money.
"We know design, we know space and we know construction," Crook said. "The initial response has been very positive."
Crook admits that expanding during the region's economic slump may seem counterintuitive. But he said it was the right move for General Woodcraft to tap into the high-end residential and commercial customers that are largely driving the home-improvement market today.
Increased activity on the West Coast - along with the company's established market between Boston and New York - has allowed the company to grow while others in a hunker-down mode have faltered.
"The commitment and focus of our team has allowed us to expand into these areas," Crook said.
...
President: Steven Crook
A few years ago, General Woodcraft ...
www.mataverdedecking.com, 14 June 2014 [cached]
A few years ago, General Woodcraft president and CEO Steven Crook decided that it was time to offer Mataverde® Premium Decking and Siding products in a more customer friendly manner to high end lumberyards and specialty dealers on the West Coast.Crook didn’t have to look very far before he found the ideal person to launch this new west coast division for mataverde decking and siding products.
Steve Crook owner of ...
www.prosalesmagazine.com, 9 Mar 2010 [cached]
Steve Crook owner of General Woodcraft Inc. in New London, Conn., did so with an opinion column on ProSales' website that in effect dismisses composites, plastics, and even treated wood as optimal decking materials in favor of the tropical hardwood that his company sells.
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