Stepping Up In Tough Times

Consumers want more. Choice. Energy performance. Colours. And styles. Gaby Handy says that in a tough marketplace, profile suppliers need to step up their support of their fabricators and installers.

Fabricators face rising costs, changing legislation and increasing pressure to stand out in a crowded marketplace. Installers are finding fewer customers with an inclination to buy as money is tight.

“When conditions are as challenging as they are at the moment, good products alone are no longer enough.” Gaby Handy is the marketing manager at Deceuninck.

She added: “Fabricators also need a systems partner that is both willing and able to continually invest in the additional support they need to help them grow their businesses.”

Business Kit

In response to this, marketing expertise, lead generation, digital tools, sustainability guidance and strong, dependable customer service have become non-negotiable as opposed to ‘nice to have’. For Deceuninck, a strong commitment to these things has become a defining part of its identity.

With winning new work among the biggest challenges facing fabricators and installers, Deceuninck has adapted its Business Kit, its marketing and lead generation platform, accordingly.

“Business Kit encompasses all the marketing support that we can offer to our customers, but it also works as a lead generation platform to capture all the leads that come directly from our websites,” said Handy. “We're continuously developing it, so it's always evolving. We've added numerous tools and assets to ensure we’re providing as much assistance as we can.”

Getting results

Having generated 1,000 leads in the first half of this year alone, it’s an investment that is clearly getting results.

Serving as a central hub, enquiries arrive through the consumer websites, while the integrated CRM allows users to track leads, book appointments and record whether opportunities have been won or lost.

Handy said: “Business Kit is easy to access. Users have everything that they need in one place, rather than having to chase multiple touchpoints to find information.

“It means our customers can deal with enquiries and sales admin faster for a better chance of winning the work.”

Resources

Offering high-resolution photography, brochures, showroom materials and banners, customers have access to a growing library of professionally produced content that helps them promote the benefits of the Deceuninck brand.

This includes a stronger emphasis on sustainability messaging, as businesses and consumers become more aware of the environmental impact and energy efficiency benefits of the products they choose to buy.

As an environmentally conscious manufacturer heavily focused on circular economy practices, carbon reduction, and sustainable manufacturing, effectively communicating these strong green credentials provides another strong selling point for Deceuninck customers.

3D visualiser

Digital tools within the platform also include an energy ratings calculator, energy savings calculator and a 3D visualiser which installers can embed into their own websites, helping customers compete in a crowded marketplace.

Commercial tenders

As the window and door market continues to metamorphosise, this year has also seen the introduction of dedicated support for aluminium products and the commercial sector via Business Kit, including access to live commercial tenders that can be allocated directly to customers, creating further opportunities to win new business.

“Our aim is to give our customers the tools and resources they need to compete more effectively, respond to changing market demands and build stronger, more resilient businesses, said Handy.

“The key is to support fabricators and installers to support themselves. That’s what we do and will always look to improve on going forward.”

Picture: Gaby Handy.

Why investment beyond the product matters

www.deceuninck.co.uk