Clearview National August 2016 - Issue 177 | Page 54

PROFILESYSTEMS

Best in Class products and support
for a true competitive edge
Deceuninck Sales Director, Rob McGlennon, explains to Clearview how the
company’s #BestInClass guiding principle gives installers a competitive edge…
WHAT GIVES YOU THE
EDGE OVER RIVALS?
“Some window companies use
discounting as their competitive
edge. But a lower price will only
do so much and low prices mean
low margins. It’s what you have
to do when your products aren’t
competitive.
“True competitive edge
comes from selling products
that your customers love to buy.
Homeowners choose with their
eyes and buy with their hearts so
if your products tick both boxes,
you’re onto a winner.
“Developing windows and
doors that our customers are
proud to sell is what we do at
Deceuninck. Three years ago
when Roy Frost became MD, he
made it our mission to go out to
fabricator and installer customers
to get their honest feedback; What
do we do well? What could be
improved? How could Deceuninck
give an even better service? Which
products did they need to gain an
advantage over competitors? When
customers said there were gaps in
Deceuninck’s range, we listened.”
DEVELOPING
#BESTINCLASS
PRODUCTS
“We’ve made huge investments
in research and product
development to come up with real
show-stoppers, and design some
stars from scratch. We’re obsessive
about quality and detail and we’re
not satisfied with passable products
that just match the competition
– we want to blow competitors’
products out of the water!
Developing windows and doors
that are outstanding for looks,

Deceuninck offers 26 colourways from stock

Rob McGlennon,
Deceuninck Sales Director
thermal and weather performance,
security and durability has become
our official policy. We’re using the
hashtag #BestInClass because bestin-class drives everything we do.”
PRODUCTS INSTALLERS
ARE PROUD TO SELL
“It goes without saying that
installers are on the front line – and
if the homeowner’s not happy
you’ll be the first to know about
it. Installers need confidence the
products they’re selling will be easy
to install and give outstanding
performance.
“With this in mind we set a
tough design brief for our new
patio door: a door with the best
weather, energy and security
performance that’s easy to fabricate
and install. With stunning looks
of course. We wanted to knock
out the competition – and we
did! Slider24 achieves Class A4 air
permeability with a rating of 600Pa,
Class E8A water permeability with
a rating of 450Pa and Class A3
wind resistance with a rating of
1200Pa. We’ve had great feedback
and installers say it’s the best door
on the market!
“Deceuninck’s new Heritage
Flush Sash is on its way to being

54 » AUG 2016 » CL EARVI E W- UK . C O M

another hit with installers. Its
beautiful looks transform old
and new properties from modern
townhouses to country cottages,
and it suites with our pretty
Heritage 2800 range. The Heritage
Flush Sash is outstanding across the
board: stunning looks with superb
energy performance, security and
durability. The results speak for
themselves: 1.2 U-value, PAS24
for security, 600Pa air permeability,
300Pa water tightness and 2000Pa
wind resistance.”
…IN COLOURS
HOMEOWNERS
LOVE TO BUY
“Fabricators and installers want
products that are #BestInClass for
fabrication and installation, but
homeowners assume their new
windows and doors will keep the
weather and burglars out. What
really gets their hearts going are
pretty products, and increasingly in
colour. Offering a range of colours
will give you an advantage over
competitors. But if you have to wait
longer for coloured windows and
doors, your customers may look
elsewhere or just order what you
can supply at the time. Colour is
a growing trend and Deceuninck

wants our customers to benefit
from it. So we’ve extended our
colour range to 26 colourways from
stock for our windows and doors,
on the same lead time as white.”
MARKETING SUPPORT
IS #BESTINCLASS
“Deceuninck’s exceptional
service goes beyond great products
and short lead times. For some
systems companies, marketing is
just a generic brochure promoting
their name. We take a different
approach because it’s far more
effective for our customers to
develop their own identity to
win sales. So three years ago we
launched MyBrand bespoke
marketing support to do just
that. It’s an easy and cost-effective
way to develop your own brand
and build a presence in your
local area with a wide range of
tailored marketing materials and
an incredible number of options
in colours, images, words and
styles. MyBrand helps Deceuninck
fabricators and installers stand
out and sell more at the prices
they want with brochures, flyers,
showroom POS, direct mail,
websites, explainer videos and
more.”