Many home improvement companies have been slow products and are 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 cut costs rather than investigate new solutions. The market is beginning to change though, mainly due to quantum leaps in technology, composite door manufacturing 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 the preferred choice of UK consumers, there are plenty of articles on that subject, some even written by yours truly. Suffice as well as that when faced with a choice of a new family saloon or some sort of Rolls Royce for upon the same price, the choice, for many, is irresistible!
Anyway, I’m well known locally for my marketing experience, in particular assisting new business start-ups we was delighted to answer the call for your house improvement company in Devon that has for several years been retailing UPVC windows and doors. They were interested in selling composite doors as the demand for them amongst local residents was growing quickly.
The principal cause this was males that the pros in the homeimprovements 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 the competition were offering. Entering into the fast growing composite doors market seemed a good move but the cost of outfitting a showroom was high. 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 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 appeared to be little difference between the door manufacturers here as nearly every one of 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 in the composite manufacturing industry, the manufacturing processes were extremely close.
Where some companies fell down though was when we asked them the money they were going to achieve to help us to sell goods. The lack of promoting 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 market share has often been the bane of British Industry).
This ‘test’ though allowed certain door manufacturers to shine. The ones that we chose as suppliers were easily recognisable as companies that placed heavy emphasis on 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 was to see which door manufacturers would help us to stock a showroom with sample products, provide reason for 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 i was going to be ordering from the same suppliers for years, so why should they not share within start-up cost?
There were half a dozen companies that were willing to help, either by proving a ‘credit’ over the cost of product samples or by simply proving samples regarding 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 a lot of to get to be the market leader in one’s destiny had obviously done their homework and provide cutting-edge technology such a great own-brand website which retailers can use for in-home demonstrations as well as a marketing tool. This blog has a design feature that allows potential purchasers to simply 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 place.
Nick’s Building Supply
11100 Broadway, Crown Point, IN 46307, USA