Beat the budget blues
Apeer’s Asa McGillian highlights a magic way in which door installers can beat the government’s budget blues by offering added value with a special wreath holder promotion.
The doom laden headlines warning homeowners that the pound in their pocket is getting thinner and thinner is not doing the entrance door installation market any favours.
With an impending raid on our savings and pensions, increases in council taxes, fuel duty, energy costs and any other possible revenue source that the government can eke out in the autumn budget, it will have a deep and resounding impact on the trajectory of sales in the coming months.
Any homeowner who is continuing to invest in a new entrance door is going to be looking for value for money at every turn.
As an industry we have to protect our supply chain. Door installers need to do everything in their power to give potential customers the best possible deal without compromising on quality, and as a premium door supplier, Apeer is committed to supporting its dealer network in every way possible. However, we have firm ideas on what that support will be, and haphazardly slashing prices will always be a route we strongly advise against.
Value for money should always mean that the homeowner perceives they are getting more for their money. Perception is everything.
That value should never mean cheaper, forcing you to cut your margins purely for the sake of getting a deal. Not only does repeatedly doing this put unnecessary pressure on your business, but it will also start to devalue your brand. Building a recognisable and well-respected brand can take years. Ruining it can be instantaneous, and sets a dangerous precedent in terms of future customer expectations.
Word of mouth is a powerful marketing tool in our industry. A good door dealer should be able to work a street and get several lucrative orders from one small geographical area. When you start eroding your prices in a panic to get an order, the wrong kind of word will soon get around.
You may find yourself inundated with enquiries for doors based on the thinnest of margins. You may get the orders, but as a business model it is unsustainable.
Last year, Apeer launched its magnetic ‘Magic Wreath’ holder, a built-in magnet that is delivered with a wreath kit. This gives the homeowner the ability to invisibly secure a wreath to the door, eliminating the need for damaging nails or hooks, sticky tape, and unsightly bits of string, maintaining the overall integrity of the door’s surface.
Since their launch they have proved to be exceptionally popular, and cost an additional £250 as an upgrade on any of our 70mm and 120mm doors.
However, as we move into the Christmas season, we are giving dealers the opportunity to upgrade door orders to include the Magic Wreath holder absolutely free of charge, giving them crucial added value exactly when they need it, during a seasonally appropriate period of time.
Apeer has also incorporated the addition of the wreath holder to its online Doorbuilder programme, allowing homeowners to create the perfect flourishing finish to the image of their final product. We have included four different wreath designs should they want to project a more spring like look to their home, or evoke the spookiness of Halloween, for example.
Our experience and research has shown that it is these small additional benefits that can differentiate you from your competitor. What this means is that even if you put in a more expensive quote for a replacement front door, giving this small piece of added value will set you apart and make your potential client feel more valued. And if this government is going to continue on its pessimistic pathway, that feeling of being valued will go a long way to lifting the morale of us all.
