Total Installer May-June 2019

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Up-selling THE ART OF UP-SELLING: A HOW- TO GUIDE FOR DOOR INSTALLERS Patrick Dean, Head of Sales and Marketing at Door-Stop, explores the various ways door installers can up-sell products to customers and increase their profit margins. Used as a means of maximising sales and revenue, up-selling and cross-selling involves encouraging customers to purchase either a higher-specification item or related products and accessories. In the door industry, up-selling is perhaps the most advantageous for installers, considering the wide range of customisable design, hardware and security options on offer. Therefore, in order to efficiently boost the number of higherspecification orders, while still ensuring that customers get the best service, it is vital that installers possess comprehensive knowledge of the various product ranges and design options offered by manufacturers and their up-sell potential. This is especially important considering the strategy’s success is largely dependent on whether the ‘up-seller’ is known for providing trusted, informed and reliable product advice. Up-selling opportunities: door structure The first stage of ordering a new front door, and subsequently the first opportunity for an installer to up-sell, is for customers to consider the door’s structure. We’ve seen PVC doors decreasing in popularity in recent years, with composite doors taking their place as a preferred choice – as they are renowned for being more secure and thermally efficient than plastic alternatives. As such, it would be worthwhile for installers to sell the virtues of a composite door to those still considering PVC. This not only benefits the “It is especially important that installers educate themselves on the large array of products available, so that they can provide reliable, informed advice to customers” installer – in terms of improved profit margins – but also the customer, as it will help to achieve a more energy efficient home and offer a more long-lasting solution. Likewise, for customers who are contemplating ordering a composite door, installers could instead suggest upgrading to a premium solidcore door. Constructed with a solid wooden core, such as Nordic pine, and encased in glassreinforced plastic, solid-core doors provide excellent strength and durability, with guaranteed performance season after season and high levels of resistance against potential intruders. Architectural ironmongery / ‘customisation’ However, perhaps one of the best opportunities for an installer to up-sell is through architectural ironmongery. ‘Customisation’ is becoming increasingly popular across all walks of life, so being offered a wide range of accessories to finish off a new front door is bound to appeal. Above: 1930’s door in Chartwell Green from Door-Stop. Right: Security is an area where providing informed advice to customers is vital and can also be used by installers as an up-sell opportunity. 52 TIJULY/AUG <strong>2019</strong> PRACTICAL CONTENT FOR THE GLAZING INSTALLER & HOME IMPROVEMENT SPECIALIST
3 DAY DOOR GUARANTEE IF IT’S LATE IT’S FREE 3 DAY DOOR GUARANTEE In a changing world, it’s good to know some things stay the same. The UK’s favourite composite door 01623 446336 www. .co.uk
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