Clearview National June 2016 - Issue 175

INDUSTRYNEWS A Question of Industry Reputation Those reading this article will have been asked, at some point, what kind of business they are in and may have been reluctant to admit “double glazing”. Anthony C Jones, Chairman of the National Federation of Glaziers asks why? »»“THE POOR REPUTATION WE HAVE with consumers is much to do with the manner in which a few prominent organisations in this industry train their salespeople to obtain orders, namely “highpressure” or “intimidatory” selling,” suggests Anthony. “These mainly large businesses have caused great distress by methods of so-called salesmanship to many of the general public, all in the name of obtaining an order on the first visit, to prevent the consumer from looking at alternative suppliers, driven largely by, firstly the fear that most customers buy the cheapest product and secondly by the desire to maximise profit,” he says. “At best this is achieved by presenting the best one can offer, explaining the advantages of the product and service available and being able (as a sales advisor) to show how the customer’s desire for the benefits of replacement windows/doors/conservatory may be best met. At worst (and sadly this continues to bedevil this industry) to make up a very high price, many times higher than a reasonable market price, in the hope the customer will accept, and considerable additional profit be made. When there is resistance, various, usually spurious, discounts are offered, with incentives to conclude a sales on the first visit. As we all know, this usually involves a scripted phone call from the potential customer’s home to a “manager” to “authorise” these so-called discounts.” Anthony continues, “This is dishonest practice; it involves an artificially excessive price and it leads to a potential consumer being pressurised into buying on the first call in their own home. We also know that, if unsuccessful, the consumer will be contacted any number of times in the future, often with even lower prices. It is aggressive and nasty. “At the National Federation of Glaziers we produced a “Commitment to Good Practice” in 1999. Contained in Section 2, “Quotations and Sales Presentations”, it states, “No highpressure or intimidatory salesmanship will be practiced by the sales representatives of the Member, and every potential customer will be treated with natural respect, in the proper spirit of this document.” He continues, “It is clear from this description that such practices described above are not permitted. In the 25 years since its foundation, the Federation has had only 2 complaints regarding this section: Both relating to the activity of one company, who when approached, would not change their policy and were not invited to renew their membership with us. The consumer was also given advice of how to deal with this. “Those of us who have been in this business some time know that most people who have be given this treatment are most unlikely to complain and there are many reasons I have heard for this. They feel sorry for the commission only salesperson, they are strong enough to eventually show the person to the door and get other quotes, or worst of all, they feel humiliated that they have been conned to sign up immediately, and it might get someone into trouble. “As someone new to this industry said to me recently; isn’t it time that this industry grew up and banned this kind of activity? The question is what kind of industry do you want? What kind of people are we? “My experience of 36 years in this industry is that the vast number of people in it are decent, hardworking and industrious. Should we continue to allow a privileged few to spoil it for us? “At the National Federation of Glaziers we believe in integrity, honesty and good service as the foundation of all business and that consumers should be treated with fairness and respect. So there is a natural balance between the buyer and the seller; everyone wins,” Anthony explains. “So what can you do?” he asks. 1. Do nothing and allow those who practice this kind of anti-social behaviour to carry on and continue to bring the majority of us in the industry into disrepute. 2. Do nothing; agree with what is being said but believe any effort will be ineffective. 3. Join us, even as an associate member for just £50 per annum or full member for £100 per annum. Our website describes the considerable advantages that membership will bring to your business, whether as an individual or any size business. www.nfoglon.org.uk www.clearview-uk.com C L E A RV I E W-U K . C O M » J U N 2016 » 19

Clearview National June 2016 - Issue 175 | Page 19