More than just a door

Stephen Nadin, managing director of Endurance Doors, explains why it’s no longer enough for companies to just supply a door in isolation. There’s considerable added value that manufacturers must offer in terms of marketing programmes and customer service.

The composite door market has evolved considerably over the last five years in terms of how we engage and support customers, or, as we like to value them, as installer partners.

New business initiatives, online door designers, personalised marketing support and a customer focused approach is now the expectation that all composite door companies must adhere to.

While we have been very busy across a number of marketing channels, we’ve seen other businesses in the sector seemingly retreat into hiding, at a time when installers need us more than ever. It’s been a time to invest in communications channels and in finding new and sometimes better ways of working.

Given the lockdown, companies across the world have had to re-assess the way in which they engage with customers, and at Endurance Doors we’ve had to adapt too, using the likes of Zoom and other video conferencing tools. We aim to go above and beyond customer expectations, and our recent webinar was our first foray into live video presentations.

The webinar was also the focus point for us to highlight the Installer Partner Network accreditation, so customers can benefit from being part of what we believe will be the most respected network of composite door installers in the UK. It was hosted by Scott Foster, head of group sales and marketing at Endurance Doors, and Chris Tahmasaby, CEO of Icaal, our digital and lead generation partner.

The focus was to outline all the new marketing initiatives which include a new Door Designer developed with The Consultancy, a trade hub for all marketing assets including brochures, logos, and images, and the Fingerprint Portal. This latter development allows for the personalisation of a range of brochures and point of sale materials.

At the sharp end, and in collaboration with Icaal, we’ve introduced key tools for installer partners that were presented in the webinar, including a virtual chat bot assistant, a virtual appointment lead capture page, and a quoting system. These tools have been developed to improve lead generation and conversion remotely, as we look at new ways of working.

We’ve also been visible as a brand in the trade media throughout the lockdown, generating over 150 leads from installation companies that are demanding better. The corporate communications and PR programme has continued, so that the brand has been visible across the industry, while we also worked on our Covid-19 installation guide. This has been successful in helping our customers back into safe installation practices, and provides guidance to homeowners, so they can be reassured about the whole process of a new door installation.

Over the last 18 months we’ve re-worked the way in which the sales and customer service functions engage with installer partners, so that they have both an internal and an external point of contact as we work in sales cells. The introduction of Zoom across the business may well be something that we will harness further, as we find new and potentially more productive ways of working, and that ultimately provides the best possible experience from a customer perspective.

Whether it’s ‘new normal’ or a new way of thinking and working, the fact is that as suppliers we need to do more than ever to support our customers. The market is changing, but installers must look at those businesses that have adapted and continued to invest in their respective business. After all, investment is a pre-requisite for growth and success, whether you’re a customer or supply partner.