Danny Williams, director of Gerda Doors UK, says that installers should stop relying on dud leads and digital marketing and get back to the art of real selling. Those that do will outperform the competition he argues, especially if they are supported by a premium product range, a pro-active supplier and bold marketing.
Against a backdrop of low consumer confidence, rising household costs and ongoing economic uncertainty, installers are having to work harder than ever to convert enquires into sales.

And while there is evidence to suggest that higher earning homeowners are more likely to spend, and that they are taking the time to research and understand the options available to them when upgrading their windows and doors, ‘winning’ the sale can still take more than just following up a lead with an automated response.

For Danny Williams, director of Gerda Doors UK, the reliance on buying in leads from companies that promote record breaking results, is actually hindering installers rather than helping them to grow their businesses.

“You don’t have to look very far to find lead generation companies promoting their services,” says Danny. “My social media feeds are full of them, and they’re all determined to have me believe that they can triple my sales in just one month!

“If it was that easy, we would all be having the best time of our lives – but the reality is that business is still very flat. There’s nothing fundamentally wrong with buying in leads, as long as they are genuinely good quality, but in my experience there are two big problems when it comes to converting them,” he continues.

“The first is that the lead quality is actually bad, so no matter how much you work them, they will never bring in a sale.

“And the second is that the lead is fine, but the quality of the follow up is terrible. I hate to say it, but I think this boils down to laziness on the behalf of salespeople and too much reliance on digital marketing solutions that promise the earth but rarely deliver.”

For Danny, who cut his teeth as a traditional ‘door to door’ double glazing salesman, the current economic climate demands more of a back to basics approach, where the art of selling should be deployed to really capitalise on each and every opportunity.

He does also admit however, that suppliers should also be raising their game, in order to give installers all the support they need to nurture the sales process.

With Gerda Doors, installers already have a strong starting point with which to target the lucrative premium end of the market. The contemporary range of steel and aluminium doors are highly energy efficient, secure and inherently strong, so they will not suffer from the bowing and warping that afflicts lesser composites.

They are also marketed with a price point that is only marginally higher than composites, positioning them as an attractive upselling opportunity, especially in a showroom environment where homeowners can see and feel the difference in quality and experience the weighty ‘thunk’ of a Gerda door.

Gerda does its fair share of the heavy lifting in terms of marketing support, and is set to boost brand awareness even higher with the introduction of a series of big budget TV commercials that are due to air in the Spring of 2026.

By portraying Gerda Doors as the heart of a home, the emotive TV ad has been designed to co-ordinate with digital channels, including social media and an engaging, consumer facing website that will drive enquires directly to Gerda retailers.

“Since introducing Gerda Doors to the UK, we’ve worked hard to strengthen the product proposition, and this latest significant investment in consumer marketing will further enhance the brand,” says Danny.

“Ultimately, however, we are going to see the most success where the work we have put into marketing is balanced by the efforts of installers. We are not here to replace the role of the installer, because the final decision on whether or not to sign on the bottom line will take place in a home or a showroom.

“Yes, the market is difficult at the moment, but that means presentation and professionalism matter more than ever,” he concludes. “Homeowners are cautious, they are not unwilling to spend, so the strongest businesses will be those that combine premium products and outstanding marketing support – which we have delivered with Gerda – alongside a strong sales discipline.”