Clearview National August 2016 - Issue 177 | Page 82

INSTALLERSUPPORT

Independent’s day is coming
»»JOHN TRAVERS, CONSUMER
Protection Association (CPA) Director,
talks to Clearview magazine about why it is
important for installers to remain independent
and keep their identity in the tough and
competitive home improvement sector…
“For us mere mortals that operate outside
of the corporate and political world,
where mergers, acquisition and political
machinations are the norm – the typical day
for the rest of us is far more mundane, with
hitting sales targets, issues with staff and
growing business being the primary concern.
“Which is why it is tempting for home
improvement companies to solely rely on
suppliers for their marketing and business
support. What’s not to like – you get a website
built for you, marketing support and even
leads; and all you need to worry about is
running your business.
“With this in mind, it’s been interesting
to see how installer support schemes from
systems companies for example, have become
all-encompassing; and on the whole, they
deliver tangible results.

“They take the pressure off many installers
and deliver mechanisms that help installers to
grow their business.”
INDEPENDENCE
“But they can erode independence
somewhat, as installers are plugged into one
supplier for multiple aspects of their business.
What happens, in the worst case scenario, if
that installer wants to change supplier, or has a
disagreement?
“There is an argument that the installer also
surrenders control of aspects of their business
such as their website, marketing and source of
leads.
“It is something that has come to the fore
recently here at the Consumer Protection
Association. Prominent systems companies
started to bolt on IBGs and deposit protection
as part of the installer support scheme.
“This resulted in some customers and
potential customers leaving us to procure IBGs
from systems companies. But more often than
not they have ended up returning to the CPA
for various reasons.”
BRAND RECOGNITION
“One of which was brand recognition. Mr
and Mrs Jones won’t necessarily know the big
names in window and door profile but the
CPA is widely recognised by consumers as a
trusted resource for finding accredited and
vetted installers – and providing insurance
solutions - for a range of home improvement
projects.
“In fact, in 2015, an independent survey
showed that 70% of consumers believe that
our members provide the most protection,
making them more likely to win business
against their competitors.
“They simply didn’t have this experience as
part of an installer experience. Time and time
again it came back to independence.
“Not only from the viewpoint of their
independence but the value in using an
independent provider like the CPA for their
IBGs and deposit protection; and ultimately
benefitting from using an organisation that
has been providing this service for over 20
years.
“We’re experienced in our field and stick
to what we know. It’s a crude example but
systems companies offering IBGs is a bit like
us branching out into supplying profile.

82 » AUG 2016 » CL EARVI E W- UK . C O M

EXPERTS ARE EXPERTS
“Certainly, it’s been interesting for us to
assess how diversification into our space has
affected m