- Deceuninck -

Letter to the Editor - This industry talks a lot of tosh about competitiveness


Rob McGlennon, Sales Director - Deceuninck UK & Ireland

Dear Ian

This industry talks a lot of tosh about competitiveness and the competitive edge. What people really mean is, it’s cheaper. But whatever competitive is, a lower price isn’t competitive. Discounting or everyday low pricing is what you do when your products can’t compete.

If your products don’t have a real difference, with good reasons to choose them, people won’t pay what you ask. If your service and support are the same, then you don’t have much to say. You have to compete with price.

This industry talks a lot of tosh about competitiveness and the competitive edge. What people really mean is, it’s cheaper.

Even low prices may not be enough. ASDA is discovering painfully that if you have an undifferentiated offer it can be hard to give it away. Sandwiched between higher-priced, differentiated grocers and real discounters like Lidl and Aldi, ASDA is bleeding badly.

In contrast, Apple’s iPhone has had a powerful competitive edge over the last 5 years, despite eye-watering prices. People wanted it so much, they fell over themselves to buy it. They even queued overnight to be one of the first when a new one was launched. Their desire is the measure of Apple’s competitive edge.

What is a competitive edge in our industry?

The first thing a fabricator needs is not to be held back by suppliers who burden them with hidden costs. Products that need returning, arrive late or incomplete; or generate excessive waste in the factory for example.

A fabricator wants to compete fairly, and doesn’t want its systems company competing with them.

Fabricators need up to date systems. If you compete against best-in-class products with 20 year old systems, you have to cut your prices to persuade customers to buy.

A fabricator wants to compete fairly, and doesn’t want its systems company competing with them.

Homeowners expect high performance, but they want pretty products, and increasingly they choose colour too. But if you can’t sell colour as you sell white, with the same lead time as white, you’ll never be as competitive as your rivals whose systems company keeps a huge range of colours in stock. So they’ll grow faster than you and your installer customers.

We’ve spent the last three years investing to give Deceuninck fabricators and installers the sharpest edge, with a line-up of best-in-class products, colour from stock, tailored marketing tools, and service and support that make the difference.

As you’d expect, this investment in competitive advantage translates directly into growth. For the last three years Deceuninck fabricators and installers have grown significantly faster than the market.

Sincerely

Rob McGlennon, Sales Director
Deceuninck UK & Ireland


@Deceuninck_Rob



News title: -    Letter to the Editor - This industry talks a lot of tosh about competitiveness
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Deceuninck

Founded in 1937, Deceuninck is one of the world’s major PVC-U window and door systems companies. Deceuninck has been established for over 30 years in the UK, with production, distribution and head office in Calne, Wiltshire. It is in the top three in most major world markets, and is a leader in innovation, sustainability, colour and design.

Deceuninck products are premium brand, highly rated by homeowners for appearance and kerbside appeal. As a committed innovator, Deceuninck aims to make better quality, more energy efficient products to help its fabricator customers sell more at improved margins.

Deceuninck is known for its ‘pretty’ windows with inbuilt symmetry and clean sightlines. Its Heritage Window Collection helps fabricators and installers stand out in the market with a choice of beautiful Flush Sash, Chamfered and Sculptured windows and doors. The award-winning Heritage Flush Sash (G17 Product of the Year) replicates the look of traditional timber windows and complements all types of homes, from period cottages to modern townhouses. Deceuninck’s sliding patio door, Slider24, is the best in the market for energy efficiency, security, weather performance and 26 colourways from stock, of course. No other slider comes close.

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