Dear Tony,
9th September 2014

I feel compelled to write in response to the recent communications via your publication between Masterframe and Deceuninck.
 
Rob McGlennon of Deceuninck writes…..
 
‘Alan agrees with me that most systems companies’ installer schemes – ‘approved’ or not - are little more than marketing clubs with a ‘badge and brochure’ and few real benefits to the installer. Most seem designed to push the Sysco’s own brand rather than build the installer’s brand. How does that help installers sell’?
 
Yes this is good point well made, however, brochures and POS material albeit ‘different’ from the competition do not address a far more fundamental issue.
 
From an installers position the very best sale is from a recommendation. It is recommendations that are the lifeblood of an installers business. Leads are very expensive to generate (even with ‘different’ brochures and POS material), so recommends are essential to build a good reputation and increase revenue. These are only gained if BOTH the installer and supplier get it right first time. Sadly many suppliers think getting a missing part delivered next day (or three days if there is a problem on a Friday) is ok. It is not ok. The costs of not getting it right can be huge.
 
This is where suppliers fall short. They have no real understanding of the problems created when the products they supply are (for whatever reason) not fit for installation. Additionally there is a wrong perception of who the customer is. The CONSUMER is EVERYONES customer.
 
When a supplier can create a truly robust supply system, 100% reliable, quality checked with clear lines of communication and with delivery promises honoured, the need for ‘different’ brochures or ‘approved’ schemes becomes less important.
 
When a supplier can create a helpful, knowledgeable and resource rich business service to installers, using industry professionals who have in-depth retail and trade experience helping the installer with issues such as building and planning regulations, local water authority build over agreements, construction advice etc. in ADDITION to just knowing the product they supply, then the need for ‘different’ brochures or ‘approved’ schemes becomes even less important still.
 
Basically suppliers need to re-engineer their approach and their thinking. Stop just supplying and become a useful business partner. This way everyone’s customer, the consumer, gets what they pay for and deserve and we in turn profit. Simple really.
 
Nigel Croft
Operations Director
Banbury Windows Ltd