once I have a chat with my clients about the situation they do feel more at ease. They feel more informed and many feel better placed to actually make a decision now they know the state of the current market. We have to do a better job of talking to people about our industry. Rather than just sell to them, educate them about what we do, how we do it, the supply chain, where their products come from etc. With prices rising on a weekly basis, it is easy for the public to be sceptical looking in on the industry from the outside. But a little information and education about what is happening on the ground inside fenestration can quickly reassure a client, which is what happened with me when I talked through the situation with the homeowner that rang us. Better communication helps everyone In extraordinary times, communication with the parties that affected by such times, in this case, homeowners, is important. It shows willing transparency. A sector that is prepared to engage on their level and show what is happening in real-time and how it affects them as the end-user. I have no doubt that there is a proportion of companies, most likely installers, that are indeed explaining our current issues to customers. But it’s not all, and it’s not loud. The fenestration sector does need to look at how it engages with homeowners on a level other than sales adverts on TV and online. If you look at other sectors, such as tech, food, automotive and others, the public knows much more about those sectors, the supply chain and how external factors can

influence them. Ask an end-user about our sector and how it works, how the supply chain operates, and almost all will stare back at you with very little to say. That need not be the case. I believe there is a very strong argument to reach out to the public in a different way, especially in times of very high demand and other special circumstances. Not just to sell to them, but to open up and educate better how we operate. To show why prices are rising. To explain why lead times are so long compared to pre-pandemic days. In the case of the client in the story above, a little bit of education and knowledge went a long way, and meant dealing with us compared to our competitors was a much better experience for her. In the end, better communication helps all parties, both the fenestration sector and end-user. Perhaps as we are all now on social media, we can use these channels better as we go forwards and engage better with our customers.

Jason Grafton-Holt @glazingblogge r


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