Can we Take your Pulse?

According to Distinction Doors, the composite door supplier has over 50% of the market share and confirms its position as the market leader. Chantel Roach, Sales and Marketing Director at Distinction Doors, comments: “We’re proud of what our company has achieved and we’re proud to support our customers in maximising the opportunities for their businesses.”

The company has around 80,000 doors in stock at any one time at its 86,000 sq foot headquarters in Yorkshire – 260% more than its nearest rival, it is claimed. Coupled with around 180,000 glazing cassettes and 45,000 triple glazed units, it’s an impressive offering that translates into rapid delivery and turnaround times. 

Distinction says its Signature door is widely regarded as the most beautiful on the market and its oak tree woodgrain skin is much admired. The glazing cassettes feature the same woodgrain effect for a seamless finish and claims to be proven to be the most thermally efficient – 17% more efficient than the next best. 

In the nxt-gen range the company is proving its market-leading credentials in innovation too. For example, the glazing system sits flush within its frame and has an internal glass retention bead for a sleek and elegant finish that’s unique to nxt-gen. The brief was to create the next generation of composite doors and all the feedback is that the range has delivered exactly that.

Marketing is equally impressive. The retail literature sells the Distinction difference clearly and stylishly while innovative features such as real RAL/BS colour swatches bring the door and its quality alive for homeowners. The company’s design boutique provides graphic design for promotional literature. And there’s a free bespoke door-designer tool that Distinction customers can use on their own websites and in their own sales processes.

To find out more visit www.distinctiondoors.co.uk

The idea of brick and mortar stores in a digital age is something which seems a bit archaic. You only need to look at the major decline in the UK of the high street. Closed buildings up and down every major town and city. Even in the US, all the major department store chains are shutting down stores all over the country as footfall falls and online sales rise. It becomes a drain on finances to keep these places open.

Yet, in the face of this digital onslaught, the recent Insight Data industry report has revealed that more and more installers are opting to build new showrooms. In fact in the past three years there have been more than 300 new showrooms built:

We all know how fantastic (in the main) the internet has been for our industry. Never has the public been so informed and educated about our industry and it’s products. But I think there was a fear not too long ago that the internet could derail the more physical side of our industry. These figures suggest not, and point to an industry investing strongly in physical display space to draw in home owners.

Creating the wow factor

Although the internet and digital platforms give installers a great many tools in which to market themselves to home owners, it can never really give you that awesome “feel-in-the-hand” experience.

That is where more and more installers are turning to showrooms as a way to create the wow factor for home owners who come in to visit them. It really does work.

I bought a new car the other week from Audi. They told me that they spent a whopping £8m on their showroom, and you could see why. It’s pretty much a glass box with very thin aluminium curtain walled frames. All the signage is clean in brushed metals. The floor inside is a smooth, shiny, high quality tile. There is a cafe inside in the showroom. TVs on the walls whilst you wait. The toilets could be from a 7-star hotel in Dubai. Some of the sexiest models are displayed proudly in the centre. There is a special “handing over” room in the back where people go to have their new car unveiled to them. There is a service department reminiscent to something you would see in the early Iron Man movies. It all combines to create a luxury, special kind of customer service experience. You know you’re going to buy an expensive car, but you leave feeling like it is money very well spent.

That is something that I hope plenty of installers are shooting for when focusing on their own showrooms. I think many are. I think many understand that a showroom can be such a visually powerful, persuading tool, and when executed right, will almost always result in the home owner giving you their business.

We have recently revamped our own showroom this year to try and replicate some of that high-end feel.

We painted, replaced the carpets, plastered walls, installed new lighting, put TV screens up, a motif on the wall and a whole host of brand new window and door products, kindly provided by our suppliers; John Fredericks, Roseview Windows, Solidor, Evolution, Brisant and Adria Glass. We have tried, in as neat and organised way possible, to show our customer’s as much of what we do, whilst trying to keep the space clean, modern and to demonstrate that “high end” feel. Feedback from our customers has been positive so far.

This is where a well designed, high quality showroom becomes an installer’s best friend. But a showroom has to form part of a wider, more coordinated marketing strategy.

Combined strategy

There is no doubting how powerful a quality showroom can be for an installer. And showrooms will remain relevant for us all in the years to come. As with all big ticket home improvement purchases, such as kitchens, bathrooms and of course windows and doors, many home owners spending lots of money still want to see and feel the products in their hands. It’s reassuring for them, and gives them a much better idea of what is and isn’t possible for them.

Still, a showroom only forms part of a wider marketing strategy, which must combine with other factors to help create a coordinated, smooth and connected marketing plan for any window and door installer.

For example, using social media and websites to not only promote the products and services an installer has, but to also encourage potential customers to visit the showroom. In my experience I have found that most of the customers we get into the showroom eventually sign up with us. Many have also researched us online, and have then chosen to come in and see our products up close. This is how using both main sales tools together can create a stronger pull for home owners.

I see the number of showrooms increasing in the next three years also, but perhaps at a slower pace as the predicted slowdown halts investment.

Brisant Secure has been nominated for Best Hardware Company in the National Fenestration Awards. The company has seen the hugely successful launch of Ultion, its flagship lock which has taken cylinder door locks to a whole new level. Ultion comes with Sold Secure Diamond, Secured by Design and BSI kite marked TS007 3 star and has helped create a premium market for locks that provide real-life security. It also comes with a unique £1,000 guarantee against break-ins.  

Nick Dutton, CEO of Brisant Secure, comments: “It’s been an incredible journey since we started Ultion. Everything we do is designed to help composite door manufacturers and installers sell more doors – and the successes have been brilliant. We’ve built on the launch of Ultion and earlier this year we introduced Lock Lock, our new high security handle. Being nominated for an NFA Award is a great acknowledgement of how far we’ve come.”

Other initiatives such as Keycap and Keyring were launched in 2017, enabling homeowners to personalise their keys and to locate and ‘call’ them using TrackR technology, linked to their smartphone. Coupled with the Ultion lock, these help provide homes with real-security against real-life attacks. In fact, Ultion has even been captured on video defeating a real burglary attempt. 

More tools designed to help Brisant customers sell include:

• A homeowner database of 26,000 people
• The ‘Find A Door That Locks’ feature which locates fabricators, installers, and locksmiths based on a postcode search. This was used 13,562 times in the last 12 months. The Ultion website now has an annual total of 140,000 unique visitors. And in 2017 the videos on the site were viewed 88,307 times.
• Access to national crime statistics and a crime-checker which allows homeowners to see crime rates in their area in the last six months

To watch a short video of why Brisant says you should vote for them, visit www.brisant-secure.com/latest-news. 

To vote for Brisant, go to www.fenestrationawards.co.uk/hardware-company-2017. 

Call 01924 410 200, visit www.ultion-lock.co.uk or follow @UltionLock on Twitter.

When Jake Hodgkinson started as an apprentice at Bennett Architectural in June 2015, he didn’t expect to 18 months later be a Supervisor of the Manufacturing team.

Jake’s role as a Fabricator is a vital cog in the Bennetts machine as he has a hands-on role once projects are passed to his team to begin. 

The 22-year-old studied through PM Training to attain an NVQ Level 2 Diploma in Performing Manufacturing operations when he first started and has since undertaken a NVQ Level 3 in Glass Installation. With his role as a Supervisor he is also planning to undertake a Team Leading course soon.

Jake also works with our Processing team to ensure design drawings are ready to start the fabrication process. Some of the jobs Jake has had a real influence on include projects at Aldi Headquarter offices in Atherstone and ABCAM Bio-Medical Campus, which is set to be one of the biggest jobs the company has ever been involved in.

Part of the work on the ABCAM project required Jake and senior members of the team to put together a mock up window that could be impact tested off-site.

Jake Hodgkinson commented,

“I saw an internal vacancy for a Supervisor in the Manufacturing team and felt like I wanted that extra responsibility after learning on the job since starting as an apprentice.

“I’m finding it very rewarding to pass on my knowledge to newer members of the team and people who have started as apprentices with Bennetts.”

“As a Supervisor, once a job is coming to a finish I am already looking at drawings for our next project to ensure we can start the work on time.”

Rob Derricott, Production Manager added,

“Jake has progressed exceptionally well in the short time he has been with the company, his dedication and integrity made him an ideal candidate for the role, he is very knowledgeable and is developing our apprentices to a high standard. 

“We will continue to support Jake with opportunities in career development and we look forward to working with him for many years to come.”