Many home improvement companies have been slow supplementations any change in suppliers as the industry has slowed during the recent recession. Afraid to rock the boat, retailers side and windows have chosen to weather the storm by trying to cut costs rather than investigate new solutions. The market is evolving 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 declare that when faced by using a choice of a new family saloon or a meaningful Rolls Royce for on 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 doors and windows. They were interested in selling composite doors just as the demand for them amongst local residents was growing quickly.
The principal aim of this was appropriate that the pros in the upgrading 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 cost of switching the main focus of door retailing to an amalgamated doors range and away from UPVC, which is what all of rivalry were offering. Entering into the fast growing composite doors market seemed a good move but you won’t of outfitting a showroom was prohibitive. So the first thing we did were get onto Google, find out who the players were in composite door manufacturing and supply and then put both of them to the quality.
Obviously price and credit facilities were major factors, as was order to delivery turnaround, returns policy and product quality. There seemed to be little distinction between the door manufacturers here as all of those approached had many years experience with the home improvements market and recognised the need for credit facilities, keen prices and fast turnaround. Not to mention that with enhancing 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 many. The lack of promoting support, knowledge and training was truly shameful, indicative of the slow decline in Britain’s manufacturing base (Short term thinking ,worrying about immediate costs versus long-run investment for business 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 concentrate 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 allow us to to stock a showroom with sample products, provide reason for sales materials and help us to obtain the word out locally about the superiority of composite doors over UPVC doors. Our reasoning was that it cost several thousand pounds to outfit a new showroom and get initial customers, when we were going to be ordering from your suppliers for years, so why when they not share on the inside start-up cost?
There were half a dozen companies that were willing to help, either by proving a ‘credit’ within the cost of product samples or just proving samples involving charge. Two companies totally outshined you need to engage 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 the longer term had obviously done their homework as well as supply cutting-edge technology such the own-brand website which retailers can use for in-home demonstrations too as advertising 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 website shows the finished design and price instantly, even including net ordering center.
Nick’s Building Supply
11100 Broadway, Crown Point, IN 46307, USA