In order to capitalise on the continued growth in the composite door market, Andy Grogan, National Sales Manager at Distinction Doors says that fabricators need to look beyond the door in order to capitalise on the growth opportunities.
The latest industry figures in the composite door sector make very good reading. With significant growth expected through to 2021 it would seem that the UK’s number one choice of entrance door has moved from a niche product into the mainstream.
It’s fair to say that most fabricators and installers now have a composite door in their portfolio. The composite market is buoyant and they are looking to take advantage of the growth opportunities that exist and add value to their business. On the downside, they are all now competing for market share. With so many ‘me-too’ products now entering the composite sector the question fabricators and installers need to ask themselves is how are they going to stand out from the composite crowd? As the first company to introduce composite doors into the UK market we do understand. Our fabricators and installers are looking for ‘stand out’ products and services to dominate the crowded market place and Distinction’s unique products, pedigree service and unrivalled support always delivers. The key is to choose a door that blazes a trail and that’s unique in the marketplace. Distinction Doors gives you what you need to differentiate yourself from your competitors.
First and foremost, there is the product. Aesthetics play an important part in the ultimate consumer decision-making process. Homeowners are increasingly discerning and want more from their products as they want to know they’re making the best possible investment in their home. So, you have to make sure the composite door in your portfolio is going to meet the aesthetic needs of the consumer and give the installer a fighting chance to offer something diffent in order to win the sale.
If you look at the aesthetics of our nxt-gen door it has been attracting attention for multiple reasons. Quite simply, there is no glazing cassette. That means less stock to worry about, less product to pick and handle, making it unique amongst composite doors. As a result, we are giving our customers a truly unique selling point over the competition.The most popular designs today are covered by our nxt-gen door range. Triple-glazed units using 6.8mm laminated glass as standard is available from our Distinction Glass range, which means that all nxt-gen doors are fully compliant and are all available from stock in a short timescale. There are seven pre-pigmented colours, including Anthracite Grey and Chartwell, two colours that have surged in popularity in recent years, and we also offer a wealth of bespoke colours from our state-of-the art paint plant.
Secondly, there is marketing and when it comes to marketing our composite products, we’ve got you covered too. Our bespoke marketing support package is just that -bespoke! We know that it’s not a case of ‘one size fits all’ when it comes to helping our customers market their business, which is why we have a team of talented marketing professionals who work with you to create compelling bespoke marketing literature from design concepts to print and digital too. This is driven directly with each customer through our design boutique service. We offer further support though our showroom packs, door-designer application and showroom locator, helping drive business for our customers, and their customers, which ultimately provides a competitive edge. We believe that whether it’s technical advice or marketing support you are looking for, Distinction Doors are on hand to offer support to convert sales.
Finally, look at the service. Good service is the lifeblood of any business. You can offer products and cut prices, but if you fall short on your service promise it’s a recipe for disaster. At Distinction Doors we know we will be ‘judged by what we do, not by what we say’ which is why we continue to invest throughout the business to improve all efficiencies to benefit our customers. With superb OTIF service levels we put our customers first to ensure we deliver our service promise.
So, if you are looking to take advantage of the growth in the composite sector I would ask yourself if you truly have what you need to differentiate yourself from the crowd. Take a closer look at to what’s behind the door with Distinction Doors.