Many home improvement companies have been slow to make any change in suppliers as the industry has slowed during the recent recession. Afraid to rock the boat, retailers door and windows have chosen to weather the storm by trying to expenses rather than investigate new solutions. The market is evolving though, mainly due to quantum leaps in technology, composite door manufacturing as being a prime example.
Composite doors are recognised as being superior to standard UPVC doors and improvements in the manufacturing process have meant that composite doors are now priced around the same as UPVC doors. I won’t go into much detail as to why composite doors are becoming favored choice of UK consumers, there are plenty of articles on that subject, some even written by yours truly. Suffice he that when faced with a choice of a new family saloon or an innovative new Rolls Royce for about the same price, the choice, for many, is outstanding!
Anyway, I’m well known locally for my marketing experience, in particular assisting new business start-ups . i was delighted to answer the call for a house improvement company in Devon that has for years and years been retailing UPVC windows and doors. They were interested in selling composite doors like the demand for them amongst local residents was growing quickly.
The principal explanation for this was numerous that the large players in the home improvement industry, the market leaders in fact, had began selling composite doors recently and had positioned these products in the top of their price range, reflecting the superiority of composite over UPVC doors.
The first problem was the price switching the main focus of door retailing to an amalgamated doors range and away from UPVC, which is what all of the competition were offering. Getting in the fast growing composite doors market seemed a good move but zox pro training system of outfitting a showroom was beyond reach. So the first thing we did would be to get onto Google, find out who the players were in composite door manufacturing and supply and then position them to the test.
Obviously price and credit facilities were major factors, as was order to delivery turnaround, returns policy and product quality. There seemed to be little difference between the door manufacturers here as all of those approached had many years expertise in the home improvements market and recognised the need for credit facilities, keen prices and fast turnaround. Not to mention that with the introduction of British Standards into the composite manufacturing industry, the manufacturing processes were extremely similar.
Where some companies fell down though was when we asked them the actual were going to achieve to help us to sell their products. The lack of marketing support, knowledge and training was truly shameful, indicative among the slow decline in Britain’s manufacturing base (Short term thinking ,worrying about immediate costs versus long running investment for market share has often been the bane of British Industry).
This ‘test’ though allowed certain door manufacturers to light. The ones that we chose as suppliers were easily recognisable as companies that placed heavy increased customer service and, more importantly recognised that their customer was in fact the retailer, not the end purchaser of a new door.
The simple test we put ended up being see which door manufacturers would help us to stock a showroom with sample products, provide point of sales materials and help us to get the word out locally about the superiority of composite doors over UPVC doors. Our reasoning was that it would cost several thousand pounds to outfit a new showroom and get initial customers, when we had been going to be ordering from food with caffeine . suppliers for years, so why should they not share in the start-up cost?
There were six companies that were willing to help, either by proving a ‘credit’ while on the cost of product samples or bring down proving samples freed from charge. Two companies totally outshined away from the conversations and my Devon-based door supplier has signed up with both of them:
Door-Stop International, tipped by many people to end up being the market leader in one’s destiny had obviously done their homework and deliver cutting-edge technology such as an own-brand website which retailers can use for in-home demonstrations also as a marketing tool. This website has a design feature that allows potential purchasers to select the style, colour and furnishings for their ideal door and the web site shows the finished design and price instantly, even including world wide web ordering unit.
Nick’s Building Supply
11100 Broadway, Crown Point, IN 46307, USA