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JANUARY 2022 | 17
2022 : YEAR OF THE SALESPERSON ?
Selling , remember that ? It ’ s the process of keeping order books stocked by convincing prospective clients that we are better than the competition . And it ’ s not exactly been a priority for window installers in 2021 . But in 2022 that ’ s set to change , argues CEO of Tommy Trinder , Chris Brunsdon .
2021 ended on a cliff hanger for business as the virus ’ latest swerve heaped uncertainty on top of an already fragile economy . But whichever way Omicron plays out , the roaring demand for windows and doors witnessed in the year is unlikely to continue , argues Chris .
With the virus continually throwing us curved balls , planning has never been harder . Given what we know , however , it is possible to map out a couple of scenarios , both of which point to a tightening market for replacement windows and doors .
If Omicron turns out to be a false alarm and something we can cope with , then daily life will begin to return to normal over the course of 2022 . Consumers will celebrate new-found freedoms by spending on experiences over things . Pent-up demand for travel will un-wind with gusto as the public plot ‘ revenge vacations ’, same goes for leisure , events and generally having a good time . Spending on the home will be so last year .
On the other hand , if the effect of new variant proves to more severe and we see a return to social distancing , lockdowns or working from home then consumer confidence , dismayed at the prospect of a pandemic long haul , is likely to plunge . Signs of cooling are creeping in already with many window firms reporting a slowing in leads and orders over recent weeks as people and businesses shift to ‘ wait-and-seemode ’. Sensing bad vibes , the CBI have slashed expectations for Britain ’ s growth in 2022 from 8.2 % to 5.1 % for next year . Some respite from the demand frenzy of 2021 may well be welcomed by the industry . And no doubt they ’ ll be sighs of relief as hard-pressed supply chains re-normalise . But then as 2022 rolls on it will be back to business and doing what we in double-glazing do best : Sell .
For Tommy Trinder , who launched the Framepoint ® app just as Covid was unleashed , market shifts have become part of the journey :
“ We ’ ve very much tracked the Covid wave ,” says Chris . “ When we couldn ’ t go out at all Framepoint ® became the solution for helping installers sell without home visits . Demand for our app surged as double-glazing salesmen took to Zoom . Free sketching PVCu , timber and ali products with client ’ s in real time via Framepoint ® became a ‘ new normal ’. Many window firms found they rather liked taking orders without getting in a car , so much so that using Framepoint ® to sell remotely will endure beyond the pandemic for many hundreds of our customers .
“ Then came the demand tsunami . Installers , working all hours to keep up , turned to Framepoint ® in the need for speed . It was all about saving time and reports came in of some Frampoint ® subscribers saving as much of 30 hours a month on quoting .
“ Looking ahead we very much see 2022 as the year when window companies will need to back to selling ; we ’ re seeing it as ‘ The Year of the Salesperson ’. In a tougher , more competitive market Tommy Trinder ’ s mission will be to provide the technology installers need to stand out from the crowd , wow customers and continue to win orders .”
www . tommytrinder . com