Recent articles in the trade press have suggested that systems companies should stick to doing what they are good at; namely designing, extruding and delivering PVC-U profiles. If that truly was the case, then how would fabricators decide which system to choose? Would it be the shape of the profile, the shade of white, the salesman’s personality or simply the price per metre?
At Duraflex, we take a different view. Our strapline is “Making the Difference” and, to us, it is more than just words beneath our logo. It is a complete attitude that we incorporate throughout our business, underpinning everything from product development, through marketing to business generation. It is what helps our customers to differentiate themselves from their competition and it delivers tangible results.
It’s a fiercely competitive market out there, that’s for sure. According to the latest report from Palmer Market Research, sales of windows, doors and conservatories will not return to growth until 2011 at the earliest. At £4.32Bn, the market is down by 18% since 2008. Nevertheless, £4.32Bn is still a huge number and we see real opportunities for companies with the vision, desire and capacity to grow.
We recognise that the same approach to business will not work for all fabricators. That’s why we work closely with both our existing and new customers to tailor a support package that will generate maximum value for them based on their individual strategies. This could include any one or more of the following:
- Contribution to tooling for new machinery
- Full support from start to finish for WER simulations and ratings
- Lead generation including direct mail and telemarketing follow up
- Building customers’ brands through bespoke literature and website development
- Installer training days
- Business improvement and efficiency programmes
- Support to develop into new sectors utilising our market intelligence
The choices are practically endless and can be further enhanced by the fact that we operate in four distinct market sectors; trade, retail, local authority and new build. Our experience in each of these areas enables us to identify the critical success factors that will deliver long term growth.
Trade Sector
A trade fabricator may need advice on window energy ratings and U-values, which is available from our technical services team.
Retail Market
A retail fabricator could be more concerned with point of sale material, showrooms and websites, all of which can be sourced from our marketing services team.
Local Authority
Companies working in the public sector will need assistance on achieving the relevant accreditations (CHAS for example). Again, our technical services team are on the ball with this.
New Build
Fabricators involved in new build will benefit from our network of senior level contacts in many of the major house builders.
Our business model takes account of the different approaches that fabricators have and overlays this with the specific requirements of each market sector. By working closely with our customers, we can share our market knowledge and at the same time build an understanding of their strengths. We can then create an appropriate support strategy that maximises their competitive advantage.
Take lead generation for example. Anyone can buy a list of prospect companies, but at Duraflex we take this a stage further by using the best possible source of data. We then offer a full service option which includes creative design, printing, collating and mailing as well as telemarketing to follow up and qualify the leads. This is practical and quantifiable assistance that is proven to generate measurable responses quickly and effectively.
While all of the above may sound positive, I would sound a note of caution to fabricators who may be seduced by deals to switch supplier that appear to offer something for nothing. There is no such thing as a free lunch and you can be sure that there will be a counterbalance somewhere else in the deal. The temptation may be to sign up to an agreement for short term gain, but you have to make sure that it also suits your business in the long term.
In conclusion, I’m a firm believer in the common sense approach. If something looks too good to be true then, in all probability, it is. The sales process is all about achieving a result where both the buyer and seller feel that they have gained value from the deal. If you are looking to change supplier, then adopt a due diligence approach. Make sure that the initial offer doesn’t turn into handcuffs from which there is no escape. And, just as importantly, as an existing customer make sure that you are getting the service and value from your supplier that your repeat business deserves.