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 of doors and windows have chosen to weather the storm by trying to expenses rather than investigate new solutions. The market has been evolving though, mainly due to quantum leaps in technology, composite door manufacturing being prime example.
Composite doors are recognised as being superior to straightforward 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 having a choice of a new family saloon or an innovative new Rolls Royce for upon the same price, the choice, for many, is alluring!
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 your house improvement company in Devon that has for several years been retailing UPVC doors and windows. They were interested in selling composite doors like the demand for them amongst local residents was growing quickly.
The principal aim of this was numerous that the big boys in the redecorating 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 a composite doors range and away from UPVC, which is what all of level of competition were offering. Getting in the fast growing composite doors market seemed a good move but the cost 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 placed 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 did actually be little distinction between the door manufacturers here as each one 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 bring up that with the development 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 everything they were going test and do to help us to sell their products. 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 market share 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 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 would be 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 always be cost several thousand pounds to outfit a new showroom and get initial customers, when we going to be ordering from your suppliers for years, so why especially if they not share on the inside start-up cost?
There were six companies that were willing to help, either by proving a ‘credit’ 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 a lot of to become the market leader in the forthcoming had obviously done their homework and also cutting-edge technology such as an own-brand website which retailers can use for in-home demonstrations as well as promoting tool. Neutral 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 an online ordering unit.
Nick’s Building Supply
11100 Broadway, Crown Point, IN 46307, USA