Although receiving one of the most thorough development programmes in the company’s history, launch exposure of the Synseal Registered Installer (SRI) scheme to installers at The FIT Show in April would be a major test of its validity in the real world. And presented to hundreds of installers during the three days of the event the feedback was entirely enthusiastic, the company reports, with numerous application forms signed there and then on the Synseal stand.
The Synseal Registered Installer business support package, which is sponsored in behalf of its members by their local supplying fabricators, is one of the most comprehensive marketing and sales development schemes ever devised for professional installers of windows, doors and conservatories. It includes an eye-catching SRI branded logo and helpful marketing materials such as van siders, professional retail literature, online publicity and directory listings and a wide range of practical advertising materials all designed to attract the interest of the homeowner and stimulate sales. These selling tools will be supplemented by access to the Synseal photo library, technical downloads, product installation training events, special promotions and discounted offers from trade association “benefit partners” including a series of digital support options that are all designed to assist lead generation.
The materials, features and benefits of this creative Synseal Registered Installer business support package are designed to allow members of the scheme to compete professionally, even against the resources of big direct-selling home improvement retailers.
That the Synseal Registered Installer Scheme is delivered through the company’s fabricator network is a crucial element, as it is designed to strengthen relationships between installers and their principal local suppliers. To benefit, installers must have a current purchasing relationship with a sponsoring Synseal fabricator or wish to apply for a new trading account, subject to approval by a sponsoring fabricator.
As an exclusive option, Synseal has partnered with leading trade association FairTrades to offer a special discounted membership subscription and provide a number of quality benefits which are of specific interest to installers. These include HomePro insurance backed guarantees; the government-endorsed TrustMark accreditation which requires checking of installed workmanship by the British Board of Agrement to provide reassurance to homeowners; and cost-effecive BM Trada self-certification for compliance on refurbishment jobs to save installers time and money.
The Scheme was officially launched at The FIT Show and response was very positive indeed, says Synseal’s Chief Executive David Leng, who has been contemplating such a programme for some time: “We have carefully developed our Synseal Registered Installer business support programme, looking at what a few others have done quite well and also identifying some aspects that our rivals have poorly implemented in the past. We carried out online market research last year which confirmed that there was significant demand for Synseal to offer proactive support to installers. Using this feedback our aim was to put together the most comprehensive and effective installer scheme in the industry; at The FIT Show many visitors to our stand confirmed that is exactly what we have done.”
Less than a week after the event David Leng confirmed that several large existing Synseal fabricators have fully embraced the SRI business support initiative and vowed to deliver it to thousands of installers. A number of sizeable fabricators currently using other systems are now said to be on the verge of switching across to Synseal, partly as a result of this new scheme which is quite rightly capturing their attention.
Synseal’s Head of Marketing Mark Schlotel said the scheme was the logical next step for Synseal: “We have great products and have always offered highly innovative support options for our fabricator customers, including digital marketing expertise. But the Synseal Registered Installer scheme now extends some valuable business support to our customers’ customers – loyal Synseal installers.”