Not online
YET? NETTING THE SALE The Internet is one of the fastest growing ways to do business. According to Web monitoring group Jupiter MMXI almost 50% of all UK businesses are now online. By 2005 forecasts predict that there will be close to one billion Internet users world wide with the consumer sector seeing the most growth. In the UK alone, this should generate an estimated £20 billion of revenue from online retail transactions. Heady numbers! But for many companies, the cons of having an internet presence still seem to outweigh the pros. Why?
"My business is small and doesn't really justify the cost of a website. Is it worth the effort?"
"Can I actually generate sales from a website? And if so, how?" The starting point is information. A website should inform visitors from the word go, grabbing their attention. This makes your business appear more open, authoritative and credible. It builds interest and establishes the basis for return visits and sales. A good website will sell while it informs. And, no matter what you sell, online ordering can be used for products and services. You can use your website as an online brochure so that customers can view all your products or services in one go - far more convenient and cheaper than sending a brochure and easier than a telesales call. This is where good sales copy is essential.
Synseal can get you moving. Our "Net Benefit" scheme can give you an online presence for £199. You’ll get your own domain name and comprehensive website. To find out more, please call Nick Dutton on 01623 443 2001 or email nickdutton@synseal.com important to respond immediately, even if it’s just to say ‘your enquiry is being dealt with and you will be contacted shortly.’Auto-responders do this for you and can be set up to respond immediately to any e-mail received. It’s reassuring to prospects and customers and suggests that they are dealing with a reliable company that provides prompt and professional customer service. Then it’s up to you to follow up your email promptly with your personal attention to get the order.
THE INTERNET AND THE WINDOW INDUSTRY The Internet is not some bonanza that is happening in other industries, something for fabricators and installers to read about with wonder and envy. It’s a major opportunity on your doorstep. You can use the Internet to raise customer satisfaction and bind customers more closely to you. You can generate leads and attract new customers. You can take orders via your website, and enable customers to track orders, check delivery dates, completeness or hold-ups. Indeed a website can be a lot more than an on-line brochure. Effective Internet operators see their website as much an integral part of their business, as their factory, office or showroom. What you make of it is limited only by you and your imagination. If you are waiting for the ideal moment before getting involved, or if you are just dabbling, the future could be passing you by.
The online world is tough but rewarding if you work at it. A well-planned well-implemented Internet strategy will add a new dimension to your company. But merely putting your website online will do little for your business.
"But what can a website practically do for me?" For a business the advantage of an online presence is simple. Imagine a 24-hour sales team working for you even when you have finished for the day, running it cost effectively, making you money while you sleep. A good web strategy will bring customers to your site. And by gathering information about your visitors, you can analyse their behaviour and improve your approach to keep them coming back. A customer will visit your site because they want information, goods or services. You can even entertain them, while giving them the information they need in a simple convenient way. Do it well and they will return time and time again.
Fifteen years ago the Patio "Yes, we wanted to know how big the market was, the HIGHLIGHTS FROM Door market was where the THE RESEARCH supply and price structure, the trends and forecasts, action was. New players and but more importantly we wanted independent 45% of patio doors are new developments made from kits, 40% from feedback on what fabricators, installers and house stimulated product bar length and the improvement, fabricator and builders thought was important, how they rated remainder bought in as installer interest, and fast current products and what they thought could be ready-made doors. growth in the market. Then improved. And we also wanted to know how we rated systems companies’ focus Just under 80% of patio against other suppliers from the customer ’s view.” switched to fresh challenges, doors are made from PVCinnovation dried up and U, with aluminium the next product improvements Ratings of Synseal Patio Door Kit most popular material. shifted from major to minor. Colour match But without the constant The average installed stimulation of new price of a patio door in the Appearance Price 7 initiatives, service started to domestic retail market is drift and differentiation £739 excluding VAT. In new 6 became less marked. Technical build it is £382. There are Quality Sliders began to look like 5 big differences in price support a yesterday’s product depending on size, 5 for yesterday’s market. specification and A dull and difficult 4 numbers bought. market for suppliers: a for Ease of 4 Key suppliers of basic commodity for Value Money assembly sliding patio doors in buyers. 3 bar length and kits identified during the More recently a research include booming conservatory Deceuninck, Duraflex, market and increased Hardware Delivery Eurocell, LB Plastics, penetration of new build Marshall Tufflex, Premier housing by PVC-U Profiles, Plastmo, provided the trigger for Permacell Finesse, Profile strong growth in French Availability Range Doors and a renewal of 22, Rehau, Selecta, Spectus, Synseal interest in In–line sliders. Status, Synseal, Veka and Overall Average More recent still, traditional WHS Halo. Service Locking In-line slider suppliers were In order of importance, caught napping by the the five most important success of ready-made factors in rating door kit suppliers attacking with better service and superior "We were delighted to see Synseal come out on top," suppliers (out of a list of 13 continues Nick. "Although we are naturally confident in the attributes included range, value. service and products we offer, we were nonetheless surprised, service, locking, price and But suddenly, sliders are as a relative newcomer to the kit market, to achieve the value for money) are colour back in the spotlight, and highest ratings overall. Getting such positive feedback from match, appearance, quality, Synseal is back in the news. customers, and non-customers, really backs up our view that ease of assembly, and what we are doing is right." delivery. "Like most systems All companies taking part A NEGLECTED MARKET companies, we think we in the survey rated their "This is an important, if somewhat neglected market, worth know the market pretty main supplier of patio door well," comments Nick around £60 million at supplier prices and over £165 million Dutton, "but it’s not always at installed prices net of VAT," said Mike Rigby, quoting from kits on a list of 13 attributes. true. As a relative newcomer his report. "The kit market, in particular, is neglected in the Synseal's customers scored to the kit market with a new sense that suppliers have taken it for granted and stopped the company well above In-line slider, we wanted making the case for kits, as they once did. People use kits average for all 13 attributes, accurate, up to date, instead of fabricating from bar length to save time, cut down and Synseal was rated objective information on the on wasted materials, and reduce their stock holding. A well- highest of all patio door patio door market. We didn’t designed kit, that’s easy to assemble and freely available can kits’suppliers in the survey. want to risk fine-tuning our improve productivity significantly. Some fabricators might © copyright Michael Rigby Associates 2001 product and service, and prefer to make doors from bar length, but in most cases the investing large sums on savings that can be achieved by buying kits can be The research covered a representative sample of over 300 UK fabricators future product development considerable. If it’s a good looking door with very good and installers and house builders. on gut feel. We wanted to get security the argument’s cut and dried.” Telephone interviews took place it right. So, late last summer, during the months of October and we commissioned window So what are the next steps? "We are already using the results November 2000. industry specialists Michael to make further improvements to both product and service," For a free summary of the results comments Nick Dutton. "We are an ambitious, and we Rigby Associates to conduct contact Michael Rigby Associates on 01453 521621 or download a copy an independent survey of believe, innovative company that aims to lead in quality of design, performance and value for money." Watch this space! from www.rigby-research.co.uk. the market. “
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New Appointments Congratulations to familiar faces
A STRONG PERFORMANCE
Good copy will grab attention, and help customers sell themselves the benefits of your products or services.
"Isn't it all a bit impersonal compared with, for example, a phone call?" A commonly overlooked but crucial aspect of the Internet is the interaction it offers. Many different techniques can be employed to achieve a level of interaction, from email to ‘chat’ software, forums and personalisation. Like direct marketing, the Internet is at its best when it is personal and tailored to the individual. Communicating on a one-to-one basis, from ‘me to you’is powerful stuff, but a lesson that’s often forgotten as companies struggle with technical challenges. When customers enquire about your product or service it is
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"Use of the Internet is growing fast in the industry," says Nick Dutton. "It’s no longer something people can ignore. But large numbers of sites are little more than on-line brochures, and do nothing for their owners. They may be beautifully designed and technically well built, although mostly they are not. But unseen and unloved they are a cost, not an investment. "That's why from May you will see Synseal sponsoring a series of web reviews in the leading trade journals FGI and The Installer. Our aim? To help set higher standards and improve the effectiveness of Internet marketing in the industry, something of benefit to us all". Previous reviews can be seen at www.521621.com If you would like your website reviewed in future issues email tom@521621.com or call (01453) 521621. Please note that adding your company to the review list is not a commitment to review.
S Y N S E A L EXTRUSIONS LIMITED, COMMON ROAD, HUTHWAITE, NOTTS. NG17 2JL
TEL:
(01623) 443200
email:
nickdutton@synseal.com
FAX:
(01623) 550243 www. s y n s e a l . c o m
THE SYNSEAL TIMES Sales & Marketing Director Nick Dutton comments:
NEIL DOLAN Promoted to Financial Director
ROB WILKINSON Promoted to Operations Director
Welcome on board to.....
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The Internet is a level playing field where success is unrelated to company size. Some big names have failed where a lot of smaller companies have succeeded. Businesses that do well leave their preconceptions behind. They take the trouble to learn the language of the Internet, adapting their approach to the new channel. The cost of a website has fallen dramatically over the last few years. You can now set up a site for less than the cost of a full-page advertisement in a trade journal.
B E S T By Test
In a recent study of the UK patio door market, Synseal’s patio door kit was rated higher than any other brand covered in the research.
ISSUE NO.1
PHIL ELSE Taking on the newly created role of Marketing Manager, Phil is more than familiar with Synseal, having worked with us over the last 15 years with an external agency.
"2001 marks the start of a significant new phase in Synseal’s development, and this new marketing and PR initiative is a fundamental part of it. Long standing customers will have seen Synseal grow steadily over the last ten years or so from a relatively small systems company determined to deliver excellent customer service and best value. On the way we have tried to be innovative in our product design and marketing. Competitors and non-customers have often chosen to see Synseal through a distorted lens, mistaking lower prices and value for cheapness. “Customers – and according to Windowbase, the authoritative independent database of fabricators and installers, more fabricators in
Great Britain now buy from Synseal than any other systems company – know differently. And the number of firsts continues. Synseal were the first systems company to advertise nationally on main channel TV in support of customers, and first to launch an attractive, thin walled, kite marked system. The innovative Shield system is the fastest growing 70mm system on the market, and Synseal’s patio door topped the league in independent research of customers’views. “And more is to come, including major new launches later this year. What won't change is our attitude to innovation, both technical and marketing, our determination to deliver real customer value, and our ambition to lead the market.”
It’s official! More PVC-U fabricators now use Synseal systems in Great Britain than any other system, according to Windowbase, the authoritative independent database of fabricators and installers used by most of the industry as a sales and direct marketing tool. "We’ve been growing strongly and profitably for some time," comments Nick Dutton, Sales & Marketing Director, "but after the launch of the innovative, up market 70 mm Shield system sales have really taken off. In fact since its launch in 1999 we’ve experienced a growth rate of 84%. .
Issue The Web Your Questions Answered
Annual turnover is now over £30 million and fabricators are still queuing to take on the system. "Designing a wellengineered, good looking system to meet the needs of today's market is obviously a prerequisite. But where we’ve scored is in supplying consistently high quality product, delivered in full and on time, at a realistic cost. Get that balance right, tell the story to enough people, let them prove it for themselves," explains Nick, "and the numbers follow. "It’s nice to see Synseal’s growth reflected in the Windowbase figures, and achieving the number one slot, particularly as we are still growing. But we’ve worked hard for it, and developments due this year should ensure that growth continues."
Synseal Launches new PR Programme JO TOMLINSON
In This
Synseal are delighted to announce an exciting new PR programme managed for us by industry specialists Michael Rigby Associates.
Our Latest Innovations
New Appointments
Synseal Patio Door kit “Best by Test”
Customer Services
The MRA team are not only interested in news from Synseal, but are keen to contact our customers as well - in fact, we will shortly be sending you a PR Pack to help YOU get those valuable column inches in YOUR local papers, without advertising. The MRA team will be contacting you in the coming weeks to get your latest news, views and any photos you may have for us to issue to the trade journals, or use in the next Synseal Times. CHRISTINE STONE Credit Controller
"This is a great opportunity to promote your business to a wide audience at no cost to you. If you want to get to the head of the queue and grab those headlines call Fiona Lund now on 01453 521621"
Newark Glass
Bryco Formrite
More Innovation and development £60,000 investment in state-of-the-art foiling line
We have recently installed a brand new Barbaran foiling extrusion line at our 80,000 sq ft. production facility in Sutton-in-Ashfield, due entirely to an unprecedented increase in demand for Shield products over the last few months. The two full time foiling plants are solely dedicated to the production of woodgrained products which will not only reduce the likelihood of any stock pressure, but also makes light oak on white available on the same basis as mahogany on white - with no extraordinary lead time required. The 'face a' and 'face b' codes are the same as the mahogany range and customers just need to indicate they want light oak as opposed to mahogany.
Anyone interested in seeing the new foiling line for themselves should call Nick Dutton on 01623 443 200 to arrange a factory visit.
Sealed
SILL JOINTERS We have received a number of requests for sill jointers in order to facilitate the mechanical jointing of the 150mm Synseal sill. The key benefits are:
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elimination of the time-consuming necessity for factory welding and polishing the advantage of being able to deliver large bay and conservatory sills to site in straight sections thus avoiding the likelihood of damage to the sill when strapped to a small vehicle
The two samples available are a 135° angle and a 90° angle, which according to our research, account for over 70% of all angles. The products have obviously been designed to match the colour of your sill products. The jointers are now available ex-stock in white, brown, and caramel and have been costed to show a significant saving when compared to the average labour cost of welding and polishing a sill. Please call Nick Dutton for a sample.
with Shield The Shield Intermediate Outer Frame is just one of the latest products to be launched by Synseal in the last few weeks. After 10 months of extensive tooling development, based on an on-going demand from customers, the Shield Intermediate Outer Frame is now available ex-stock across the usual range of available colours. Designed to facilitate internal beading, and with small face of 40mm and large face of 60mm, it is placed right in the middle of the two existing outer frames. It is ideal for heavy plaster reveals and internally beaded windows where the small face is on the inside.
In response to the increasing popularity of windows with traditional horn detail to the sashes, we are delighted to announce the launch of our new decorative moulded
Sash Horns for the
Shield casement window system. Developed as a two-part 'installation fit' system, Nick Dutton comments: "Our own experience with this type of product has shown that this particular method of implementation is by far the most accepted, as opposed to, for example, the mechanically jointed and routed sash technique. The sash is fabricated in the normal way, and the installer can fit the sash horn during installation." In designing the product as a two part assembly the Synseal technical team have been able to ensure that the mechanics and stability of the product are superior to the 'plant on' method. Once the first part has been screwed onto the sash through three fixing points, the aesthetic cover simply clips on, providing a secure and permanent product enhancement.
NEWARK GLASS
BS 7412 KM 55201
Congratulations to Newark Glass for achieving three Kitemarks within the last eighteen months. They have been awarded the BS7412 certificate for PVC-U fabrication, BS5713 for sealed unit manufacture and BS7590 for security. Newark Glass’dedication to quality is evident in the daily tests carried out by their Quality Department. These include a weld-test on the PVC-U and bond test on the sealed double glazed units. These tests are analysed and audited on a regular basis so that standards are maintained in the long term.
A Gasket for Good Looks!
Managing Director, David Mason, appreciates the contribution that Synseal have made towards the success of Newark Glass. They have fabricated the profile for the last twelve years and believe that in order for Kitemarks to be achieved in manufacturing, the profile itself needs to meet the highest standards. Synseal’s own Quality Department has helped Newark Glass' team as and when they have needed it.
In response to specific customer requests and the general market trend, we have recently completed the development of a low line fir tree gasket to complement our Shield range. As with all Shield gaskets, the new product has been designed for exclusive use with the Shield profile.
Established in 1983, Newark Glass is now a very successful company with an annual turnover of £3.5 million. The company believes in providing a quality product along with an upmarket service. This includes on site visits and generally ensuring that help and customer support is always at hand. This is particularly important in the new build sector that makes up a large proportion of Newark Glass' business. Each contract is worth between £80-£120,000 and may include conservatories as well as windows and doors.
By virtually eliminating the black gasket line around the glass (especially when used on internally beaded frames), the overall aesthetics of the window are greatly improved and the window is even easier to sell. Tests have proved the weather performance of the new gasket to be as good as the old style. But if you’re not quite ready to change we are continuing the current SG71.
FM 36919
COMING SOON
Newark Glass generate the majority of their leads via recommendations and repeat business. David Mason’s commitment to excellence in quality and service will ensure that Newark Glass' reputation for high standards will continue to attract repeat business and new customers in the future.
Howard attributes their success in achieving a high standard to the teamwork within the company, as well as to Synseal’s supply of a
Bryco have been manufacturing windows for eleven years and the current Bryco Group since restructuring has been in operation for 20 months. The company is going from strength to strength, now witnessing staff expansion and a growth in turnover of 150% in the past two years, from £5
quality profile. Formrite’s quality product has recently been rewarded with the ISO9001 quality standard. Less than 3% of companies in the industry have achieved this standard which speaks volumes for Formrite. The quality standard and the "increased recommendations via word of mouth among builders and domestic customers should ensure increased sales." Howard is pleased that in such a "fierce market place" comments about his company are all positive from a lot of satisfied customers.
The separate Bryco divisions work together as a team. For example their installation and customer care divisions operate under the same Director, Tyrone Lawrence. This ensures that the after-sale care is of the highest quality. George Haddow, Production Director at Bryco puts the success down to the dedication and teamwork of all of the staff. Directors take a hands-on and visible approach. They work in glasswalled offices and are accessible to the rest of the staff. "All of the Directors are around all of the time, nobody hides here." The company has built a reputation for hard work and providing a quality product and service at a competitive price. George has eighteen years experience in the industry and has a common-sense approach to the window market. "Although the way companies market their goods has changed, the general public have always needed windows and will continue to do so. The big change will come in the way in which people buy their windows with the Internet having increasing dominance." Currently,directed by Peter Wilson Bryco generate leads primarily through press and radio advertising, working from a network of nine sales outlets and directed by Peter Wilson. The Company do not believe in the aggressive hard sell approach of telephone or door canvassing and foresees technology forcing a change in how Bryco generate leads in the future, with the Internet becoming a major source of leads over the next few years. Bryco have updated much of their factory machinery and are ready and waiting for any new challenges.
What Shield can do for you Nick Dutton on
SYNSEAL PVC-U P R O F I L E S YS T E MS FO R QU A L I T Y W I N D OW S & DOORS
million to £15 million.
Call
CONGRATULATIONS FORMRITE! Formrite have been operating in the window market for many years now. Managing Director of this family run business Howard Scull, has been in the industry for over thirty years. From the beginning Formrite has experienced gradual expansion and in the past two years that Synseal have been on board "sales have really gone up." Currently achieving a turnover of £1 million and a weekly output of approximately two hundred frames per week, Formrite are looking forward to continuing success.
Bryco visited
01623 443200
The Bryco Group has been a dedicated Synseal customer since the beginning and are delighted with the reliability of the service they receive. "We have an excellent relationship with Synseal and there is always help at hand if we ever need it." Such quality service is essential to an efficient firm such as Bryco .
BS7413 KM 30983
FM 31451
Approximately 95% of Bryco’s business is retail and always has been. The rest of their business is made up of occasional commercial contracts, such as one recent project supplying ninety windows to a block of flats. However Bryco stress that all of their customers are important, not just those providing larger contracts, "Each customer is as important as the next." Over fifty recommendations are received by the company each week.
BRAIN TEASER ANAGRAMS Unscramble the letters to reveal words relating to synseal and their products, all of which can be found in this newsletter.
1. AINVTONONI 2. CRIFTOBIANA 3. LITTAISLANNO 4. REKIMKAT 5. SMYTESS 6. FLIPERO 7. ELDISH 8. OPAIT ORDO 9. GLOINIF 10. DRAGONWOIDE 11. SEXORNUIT 12. GADBINE 13. LUYTAIQ 14. STEMCANE
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ANSWERS
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BS7950/7413 KM 41324
SYNSEAL EXTRUSIONS LIMITED, COMMON ROAD, H U T H WAITE, S U T TO N - I N - A S H F I E L D , NOTTS. NG17 2JL
TEL: (01623) 443200 FAX: (01623) 550243 email: nickdutton@synseal.com
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