The power of premium
By Roger Hartshorn, CEO, Sheerline.
In business, pricing isn’t just about covering costs, it’s a statement of value. Getting it right is one of the most important ways to ensure brand strength, profitability, and long-term success. Yet too many in our industry seem locked in a race to the bottom.
There are strong reasons to resist discounting prices for a quick win. Here, I’ll explore the psychology of pricing and why I believe fenestration companies should stand proudly behind the products they offer and the prices they deserve.
Long term business protection: Higher prices protect your business over time. Strong margins help fund reinvestment in R&D, design, and service while supporting sustainable growth.
Premium products also attract the right kind of customer; i.e. those who value quality over a bargain, which builds brand loyalty and resilience.
Pricing for differentiation: Consumers often equate higher cost with higher quality. Offering premium products signals exclusivity and prestige, provided you demonstrate the quality, uniqueness and benefits.
Pricing also differentiates your brand from mid- or low-tier competitors. Think about Apple: despite other, cheaper alternatives, it maintains premium pricing and a loyal following.
The psychology of pricing: Human nature is also at play, with expensive products feeling more desirable because they’re harder to obtain, buyers gain status from owning them.
Economists call this the ‘Veblen effect’: the higher the price, the stronger the desire. Luxury fashion brands and their long waiting lists are clear examples.
Justifying premium products; A premium pricing strategy can create a virtuous circle. Higher prices support superior materials, craftsmanship, expertise, quality controls and service, ensuring the finished product justifies its premium status.
“If I don’t compete on price, I won’t win business!”: If your customers are choosing you solely on price, you haven’t shown them why your products are better than the competition. Price-driven buyers are also fickle – they’ll leave when someone else is cheaper. The result is lower margins and lower customer loyalty, a double hit no business can sustain.
Focus on the benefits, not the features!: Our industry offers almost endless options in different materials. Whether aluminium, PVC-U or timber, there’s a solution for every price point. What matters is the perceived value of the products you offer.
Your strategy should identify and clearly communicate that value through marketing and sales channels.
Prestige products for high-end customers: When I launched Sheerline, my goal was to offer high-quality British-made aluminium products against a competitor landscape of aluminium stockists and off-shore extruders.
Clever design features set Sheerline products apart, as does our UK-based extrusion and manufacturing site, with rapid delivery to fabricators within five working days.
Building on that success, we’re delighted to unveil the next revolutionary product for Sheerline customers.
The new S3 roof
Conservatory roof systems have seen little development since the 1990s, with increasingly fewer choices available due to market consolidation.
The Sheerline S3 roof now sets the benchmark for architectural glazing, combining stunning aesthetics with outstanding thermal performance. Patented Thermlock technology in the S3’s glazing bars helps deliver 230% better energy efficiency than a traditional conservatory roof, making it unmatched in today’s market.
With a product of this calibre, price shouldn’t lead the discussion. Perfectly matched with Sheerline windows, doors and bi-folds, the S3 roof uses fewer components than standard single-pitch roofs, making it easier to specify and easier to fit. Optional Sheervent ventilation adds even greater usability and aesthetics for premium design projects.
The S3 roof helps installers attract consumers who prioritise design and quality over cost. It delivers a bespoke lifestyle look once only achievable through architect-designed industrial-style portal frames.
Premium pricing is not about greed – it’s about creating sustainable value for company and customer. A valuable, premium product that delivers exceptional performance and design deserves a price tag that reflects its worth.
Don’t undersell your business with cheap imitations. Stand behind your products, set premium prices, and build a stronger future.
