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Rob Mcglennon Editors corner

Go Forth and Multiply?

This may seem rather a rude heading but it is a return to an issue we looked at last month when yet another installer scheme was launched. Readers might remember that the Certified Installer Network (CIN) was given short shrift by John Ogilvie, Managing Director, Network VEKA, when the former claimed it was ‘a first’. The true test is how the new body performs for its members and it will be interesting to see CIN’s progress, or otherwise, in a year’s time. Soon after CIN’s launch, we had another but this time by a trade fabricator whose sales and marketing director, is known for not being bashful. Emplas has come up with its Installer Partnership which Mike Crewdson describes, boldly, in the following way: “The industry model is changing and we believe that that has led to a deficit in the support that is offered by systems companies to retailers. We’re stepping into that gap but going far beyond it, to bring a level of support and service to installers that will redefine expectations.” (See news item in Editor’s Corner.) Now, these are extravagant words and one has to ask, when seeing the services on offer, is there such a massive change in what is being offered by other fabricators and those systems companies that believe in a structured approach to their fabricator-installer customers? We have already seen that VEKA with Network VEKA, can claim success for having decided to provide an organisation that is more than a marketing operation. It would contest that it has helped those members to raise standards as well as just sell profile. However, others are very quick to beg to differ. Many ‘Letters to the Editor’ we receive are often a disguised sales pitch, usually put together by their PRs. When Rob McGlennon, Sales Director, Deceuninck, sent his letter on the pros and cons of installer networks, he argued that it often amounted to another badge to be put on the van. He went on to state how his company differed from the competition. ‘In contrast, Deceuninck will not have an approved fabricator-installer scheme or network. Deceuninck’s strategy is to help fabricators and installers stand on their own feet with products that stand out, and help them sell using sales aids built around their own brands.’ The two words that are missing from there are ‘standards’ and ‘service’ and one would contest that without them, we are talking about a marketing and sales strategy. Rob McGlennon might argue that this is a more honest way of handling the approach to customers and, of course, getting new ones. Somehow, in this day and age, a more comprehensive and structured offering can have the edge. One thinks of those fabricators that attract their installer customers to seminars on forthcoming standards, regulations and how to adapt to them. A marketing and sales package, in itself, will not be enough.   Michael Gannon Editor MyTradeTV   Caption            Rob McGlennon, Sales Director, Deceuninck –  “Deceuninck will not have an approved fabricator-installer scheme or network.”

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