How to sell to... baby-boomers

The success (or otherwise) of the industry to a large extent rests on the ability of installers to sell effectively. Brian Webb of super-fabricator Sierra, takes a tongue-in-cheek look at consumer stereo-types and provide top tips on how to maximise your appeal to them.

“Those companies that are doing effective business are those that price sensibly but who are also selling effectively. That means understanding what the consumer wants, how your product fits that need and selling how good you are at delivering it”, said Brian Webb of super-fabricator Sierra.

He suggested that while the window industry has gone to great lengths to reassure prospective customers that it no longer ‘employs’ pushy salespeople, the swing has gone too far the other way, to the point that collectively today, it has stopped informing homeowners about the benefits of its products and services.

“Confusion and the complexities that surround the Window Energy Ratings Scheme mean that while it remains a fantastic sales platform, many installers are choosing to ignore,” Brian said. “They’re still selling windows but not at the volume or at the margin that they could be. Energy efficiency is our route as an industry into the replacement window market.

“The stereo types that we have identified in this piece should be ‘familiar’, and while ultimately its intended as a bit of seasonal fun, there is a message here, that as an industry we have some fantastic products and that however, good we are (or think we are) at selling them, we can always be better.”

The baby-boomers (retired/semi-retired professionals)

These are the empty nesters – the kids are away at university or grown up and they intend to enjoy it. They remain mindful of the future but unlike the pre-war generation they’re more prepared to spend. With an appreciation of the finer things in life – they will know their Merlot from their Cabernet Sauvignon, Cornish Yarg from their Somerset brie – and will be prepared to pay a little bit more for a higher quality product and service.

With no desire to climb ladders or spend hours repainting, they’ll be open to a complete home improvement sell, putting their house in order so that they can get on and enjoy their autumn years.

Product appeal:

Windows – thermal efficiency, security and a flexible choice of finish will be important. Price won’t be the driving factor.
Conservatories/orangeries – they want to enjoy the outside but it does get a bit nippy! Alternatively they may need the extra space when the kids come home at Christmas.
May be an opportunity to cross sell garage doors, replace flat roofs or install solar panels.

Top tip:

Push the longevity of your business and the quality of your service offer.
Make sure that you can produce customer testimonials.
This group wants to buy in confidence, not from a cowboy.

Next week: Newbies