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 of doors and windows have chosen to weather the storm by trying to expenses rather than investigate new solutions. The market is changing though, mainly due to quantum leaps in technology, composite door manufacturing being a prime example.
Composite doors are recognised as being superior to plain 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 to say that when faced by using a choice of a new family saloon or a new Rolls Royce for upon 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 when compared to was delighted to answer the call for your house improvement company in Devon that has for some time 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 aim of this was the fact 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 at the top of their price range, reflecting the superiority of composite over UPVC doors.
The first problem was the cost of switching the main focus of door retailing to a composite doors range and away from UPVC, which is what all of rivalry was announced were offering. Moving to the fast growing composite doors market seemed a good move but kitchens . of outfitting a showroom was beyond reach. So the first thing we did ended up get onto Google, find out who the players were in composite door manufacturing and supply and then placed both of them to the analyze.
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 virtually all those approached had many years experience within the home improvements market and recognised the need for credit facilities, keen prices and fast turnaround. Not to call that with the introduction of British Standards into the composite manufacturing industry, the manufacturing processes were extremely quite.
Where some companies fell down though was when we asked them everything they were going to achieve to help us to sell many. The lack of selling 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-run investment for share of the market has often been the bane of British Industry).
This ‘test’ though allowed certain door manufacturers to luster. 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 would be to see which door manufacturers would allow us to 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 might cost several thousand pounds to outfit a new showroom and get initial customers, when we going to be ordering from the same suppliers for years, so why should they not share the actual world start-up cost?
There were half-dozen companies that were willing to help, either by proving a ‘credit’ on your cost of product samples or bring down proving samples associated with charge. Two companies totally outshined the rest and my Devon-based door supplier has signed up with both of them:
Door-Stop International, tipped by many to end up being the market leader in one’s destiny had obviously done their homework and also cutting-edge technology such being an own-brand website which retailers can use for in-home demonstrations also as advertising tool. This amazing site has a design feature that allows potential purchasers to find the style, colour and furnishings for their ideal door and the web site shows the finished design and price instantly, even including a respectable ordering facility.
Nick’s Building Supply
11100 Broadway, Crown Point, IN 46307, USA