Fully committed to supporting installers

Richard Kirman, Sales and Marketing Manager for the Truedor range from IG Doors tells us why Truedor’s full commitment to supporting installers is winning them so many friends in the industry…

“If you look back at the history of the market, every composite door supplier developed a brochure aimed at the retail consumer to show them the colours and styles of their doors; the range of glass bevels available to them, and the choice of handles, knockers, numerals and ancillary items they could choose from.  They also worked on the basis that the trade installer would use the same brochure as a sales aid – and for many years they did just that.

“But times have changed significantly – I have spoken often about how the internet has impacted consumer behaviour enabling them to carry out extensive research into what the want – and how fuelled by the wave of home makeover programmes and magazines, their knowledge, their thinking and indeed their power is entirely different.

“It is no longer enough to have just a brochure; installers cannot go and see consumers armed only with one piece of literature – there needs to be so much more.”

A composite door is aspiration for consumers
“For those who have invested in showrooms and who have doors to show visitors to their premises, the support needs to be even greater.

They need a full range of business to consumer point of sale material which gives them the chance to promote their products and answer every question a consumer may have, and to give them something tangible to take away with them for further consideration.

“A composite door is a high end and very aspirational purchase – the point of sale material which accompanies it needs to match it in every sense.

“Installers need to be able to kit out their showrooms fully with marketing materials to back up their investment – they need to have literature which is bespoke to them, dual-branded promotional material, and as well as a brochure style which does so much more than contain pictures of the products and technical information – they need to have their marketing collateral split down into a style which enables a consumer to take away only the information which is particularly relevant to them.”

The new Truedor brochure is about so much more than the products – outstanding though they are.”  The new Truedor brochure is a case in point – it is about so much more than just the products, outstanding though they are.  It gives the end-consumer tips and advice on the how to choose a door style which is complementary to their property type; it offers suggestions and solutions which they may not have considered, and it gives them a range of points to discuss with their installers.  The aim of the brochure is to advise and support in the truest sense, and to support both the consumer and the installer.

“The composite door industry has excelled in recent years in bringing out new products – new styles, new colours, new class options; it now needs to back this up with the same level of investment and imagination when it comes to supporting the installers in the market who ultimately deliver the business.

“It is why we as a supplier have put so much effort into developing our installer marketing support packs.  We understand that ultimately they are the ones who deliver the business, and we need to give them all the tools they need to win work from the consumers – not only against competitor’s door products – but against other consumer products which are on the wish list of every homeowner.

“Our commitment to our installers is total – we will make available to them every conceivable advantage we can, and it is those installers who will have the best chance of being successful in the competitive market we all work in.”

September 30 2015