Switched on for sales

In short, ‘switch selling’ allows a company to start with a higher specification, higher value product and then as necessary ‘switch’ to a lower specified alternative without losing credibility or integrity.

The technique is widely used in many sectors, for example new homes and the car industry, which is an expert in this field with various options and price ranges for each model, enabling the salesman to tailor a solution that matches both aspiration and budget to close the sale. Nigel points out that most window companies, however, do not have this flexibility to ‘switch sell’ and the majority only have one specification of product, claiming that customers only get confused if you offer them too much choice.

‘But aluminium provides an ideal vehicle to achieve the multi product offer,’ says Nigel. ‘Indeed, recent growth in demand has included interest from PVC-U manufacturers and installers looking for ways to add value and differentiation in a highly competitive environment. With two strings to your bow, you give the consumer greater choice and the salesperson more opportunities to secure the business.’

The slim, neat sightlines and high glossy finish of aluminium offers something different from the plethora of PVC-U and is frequently chosen as the preferred option. Nigel cites recent research undertaken through the Chrysalis Programme – a marketing division of the CAB (Council for Aluminium in Building) – that showed that while most householders think of PVC-U first when considering changing their windows, 79% preferred the appearance of aluminium when asked to decide between the two.

He says that PVC-U fabricators contemplating aluminium manufacture will discover the major systems companies provide comprehensive advice on factory layout and equipment as well as assistance with staff training. Technical support is available through on-the-job training and from fabrication manuals, and marketing support is also on hand ranging from CDs and websites to help with PR and advertising campaigns. ‘At Beaufort Secure Design, for example, we have developed a tried and tested customer support package that covers all these areas and makes the move into aluminium a relatively simple but profitable process,’ says Nigel.

For companies without manufacturing experience, Nigel strongly recommends testing the market first. ‘Although the opportunities are out there, it’s important to ensure your company is ready for such an important step. An ideal starting point is to buy in an aluminium range and only progress into fabrication once you can see consistent and sustainable growth prospects. Again, a good source of advice is the Chrysalis Programme which can help companies locate a reliable, local fabricator through its national network of members.’

Aluminium opens up another possibility for PVC-U companies looking to grow their business. The evolution of the super fabricator has left those who have decided to stop PVC-U production in favour of buying in with the dilemma of what to do with their factory unit and equipment. Nigel advises that converting to aluminium manufacture is an ideal solution as it uses the existing knowledge and expertise of the workforce, and machinery such as routers and saws can be adapted cost-effectively.

The past few years have also seen an increasing number of PVC-U fabricators enter the booming conservatory market and while this has proved a lucrative move for many, it does demand a whole new set of skills such as surveying and different sales techniques. By adding aluminium manufacture, a company can use its existing expertise yet still gain the benefit of a new product line, suggests Nigel.

‘It’s certainly an exciting time for the aluminium market,’ he says, ‘and we believe that with the right advice and support there’s huge potential for fabricators and installers determined to develop their sales proposition and stay ahead of the competition.’