Honesty Really Is Best Policy for Richard Smith

"I'm sick and tired of looking at stamped concrete," says Richard Smith, owner and president of Richard Smith Custom Concrete, located in Southern Calif., in regards to why he recently created the "Reflection" stamp that is now being sold by Matcrete.

The foundation of Reflection's modern design is a series of hourglass shaped bulls' eyes with opposing radiuses adjacent to each other. Within the pattern, the outside edge of each individual ring and partial ring has an apex of 1/8-inch and tapers down to zero into the neighboring edge of the next ring. The pattern utilizes light, shadow and perspective to create unique concrete effects.

"I like the eclectic look—that Frank Lloyd Wright kind of feel," Smith explains of his impetus for the stamp. "Reflection is a circular pattern that changes as the sun moves, so it has movement and creates different impressions. It's a light stamp and it has almost a sandcastle feel to it."

So far, the reception for Reflection has been great, especially overseas, according to Smith.

When Smith isn't dreaming up new stamps, he's busy working with an impressive client list that includes the likes of restaurant giants Red Lobster and El Torito; amusement parks Disneyland California Adventure and Universal Studios; popular retail stores M.A.C. Cosmetics, Illuminations and Discovery Channel Stores; MTV Corporate offices; major hotel chain Embassy Suites; and the Beverly Hills Hotel, Four Seasons Hotel in Beverly Hills, and Red Lion Hotel in Santa Barbara.

For over 25 years, Smith and his company have been providing overlays, rock work, micro toppings, stained and stamped concrete, saw cuts and etchings, and concrete countertops to clients--most of whom either keep coming back for more or refer people.

One pleased customer, Alan J. Parnigoni of Commercial Construction Services, Inc., wrote in a letter to Smith, "We wanted to thank you for your outstanding performance on the Levi's Store. The project was difficult, given the poor existing slab condition and the 'fast track' requirements of our job schedule. Your crew performed their work in an efficient, cooperative manner and achieved an excellent quality finished product. You will be our first choice on any future projects requiring specialty concrete finishes. Again, thanks for all of your help."

Smith has also lent his talents to several HGTV shows, including "Monster House" and "Dirty Jobs," and he has lots of advice for those in the decorative concrete industry. In short, Smith is walking the talk each and every day, and his achievements are proof that he knows of what he speaks. Open about both his successes and his failures, Smith is a refreshing mix of humor, humility and genuine passion.

As for why he's so open about things, Smith says, "I'm only here for a short time, and my goal is to give back as much as I can. If I hoard it all to myself, it's narrow—success comes with sharing...I always hope everyone else will do the same, because it makes for a better industry for all of us."

Using the power of the written word, Smith contributes to Concrete Décor in a column titled "Trowel & Error," in which he addresses the professional mistakes he's made and how he dealt with them.

"Instead of touting accomplishments, it's a place for a reality check and it's about hope and belief. Nobody wants to make themselves vulnerable, but I believe in people and I try to instill hope and faith in those around me," he explains.

Smith says there's also a lot of faith and trust involved in every aspect of the work he does.

"The clients aren't sure what they want, the crew's not sure how to build it, and the material's delicate," he notes. "But a philosophy of trust, hope and belief leads to success in each project--and in business."

He says success all boils down to getting a group of people together that all believe in the same goal.

"This industry is personality generated," Smith adds. "If I'm passionate about what I do, it will perpetuate. And when I succeed, the industry succeeds. As an industry, we will be slow and we will have hard times. But we have to have each other's backs."

And rather than look at clients as a vehicle to make money, Smith sees other possibilities.

"I look at everyone as a friend I haven't had the chance to get to know yet," he explains. "I still get together with some of my past clients and talk about life. It's about relationships. I tell my sales staff that it's not about selling concrete, it's about the relationship with the client. If you're honest about everything, the client will be the same way and there will be no barriers."

One client in particular, Clayton Moore of Dur-A-Flex Incorporated, seems to have honed in on Smith's business style from the beginning.

"I am writing to thank you for the outstanding installation your company did on the entry ramp at Space Mountain, Disneyland," Moore wrote to Smith. "Large construction projects such as rebuilding Space Mountain are always a challenge. Many different trades working in tight quarters can make things hard on the floor coating contractor. The professionalism and leadership you and your crew leader exhibited allowed things to run smoothly under less-than-perfect conditions. The constant drive for maintaining the project schedule, paying attention to detail, and doing flawless work are some of the traits that set Richard Smith Custom Concrete apart from other contractors. It was a pleasure working with you again, and I look forward to future projects with you and your company."

Smith humbly accepts the praise and moves on.

"There's no limit in this industry, but it really truly is about the client," he observes. You have to keep your mouth closed and listen to your clients, digest things, and think about them before you speak."

And have passion for what you do—Smith says that's the key ingredient for success.

"The money follows passion, passion doesn't follow the money," he's been known to say.

He is also outspoken about the fact that he finds it difficult to work with clients or partners who put money first, sacrificing, according to him, integrity and creativity.

At the end of the day, Smith is an open book whose chapters could include creativity, honesty and passion for all things concrete. No wonder the book's a best seller.

Richard Smith Custom Concrete
7334 Topanga Canyon Blvd., Suite 101
Canoga Park, CA 91303
(818) 710-6615
info@richardsmithconcrete.com
www.richardsmithconcrete.com