How to sell to...

Brian Webb of super-fabricator Sierra, continues his tongue-in-cheek look at consumer stereo-types and provide top tips on how to maximise your appeal to them.

This week he considers Un)happy families.

The initial appointment (and you’ll probably have had to make lots of follow up appointments to actually get in the door) will probably have been made by the mum. She wants new windows, security and safety are the biggest drivers. Her husband or partner will show little interest, or if he does, will limit it to picking holes in the product.

Expect chaos and kids and a challenge to get them to really focus on what you’re saying. It’s persistence that will pay off in the long run.

Product appeal:
Windows
Conservatories as added family living space
Opportunity to cross sell alternative space generating services eg garage conversions

Top tips:
Child safety and security will be paramount
Low maintenance will sell – family time is precious, (not to be spent up ladders)
Make sure you carry the Energy Saving Trust ‘blue triangle’ – they want to know that what they’re buying is energy efficient but won’t have time to go through the whole WER scheme
You may have to discount to persuade them to sign so consider pricing carefully in advance to make sure that the deal remains profitable

After Christmas: Grand Designers