Putting aluminium beside pvc-u is a powerful sales tool’ , room for more to switch

Some time ago, we at Beaufort spotted the potential in what we call ‘switch selling’. In other words putting higher specification aluminium systems alongside PVC-U. This powerful sales tool allows a fabricator to start with aluminium, a higher value product that offers different features, and then as necessary switch to a lower valued alternative without losing credibility or integrity. This form of selling is becoming more and more popular with fabricators looking to capitalise on the continued growth and success of aluminium systems.

In order to assist fabricators, we already had in place customer support plans that made good business sense to those companies looking to switch sell.

Where necessary we have been prepared to step in with operator training, advice on production lay-outs and how to achieve high efficiency, optimum use of materials and short lead times.

With our knowledge of manufacturing we already knew there is little difference between the skills needed for PVC-U fabrication and those needed when using aluminium. Perhaps with handling and machining more attention to detail is needed, but otherwise it’s not a big jump from one to the other.

With our buying power as major supplier, we can also assist fabricators when it comes to procurement, whilst our in-house expertise with software and CNC machinery means we can assist where necessary with conversion or commissioning.

Now we have a nationwide network of fabricators and installers carrying both aluminium and PVC-U, and simultaneously reaping the benefits we anticipated they would when we started this drive to open up the potential market for aluminium systems. The network offers an ideal supply chain for those companies that wish to enter this sector for the first time but need to develop a sustained demand for aluminium products before considering fabrication. This is backed up by a complete marketing and sales support package available through Beaufort and its fabricators which includes showroom samples, point of sale brochures, sales training and perhaps most importantly, 25 years of understanding the sector.

Positive trend

While choice can successfully drive an expanding market, however, I would be the first to admit that we had also spotted the build-up of a trend towards aluminium in the commercial sector. This is coming up from the specifier – be it architect or designer. With its slim, neat sightlines and high glossy finish, aluminium offers something different to the specifer. Even in the domestic market where we have seen an increase in aluminium from 4 to 5 per cent in the last five years, aesthetics, changes in demand, product expectation together with increasingly strict regulations governing energy efficiency have all positively influenced the development of aluminium systems.

It is also thanks to organisations like the CAB and their Chrysalis Programme that have played a major role in promoting aluminium against a backdrop of challenging market conditions which has mainly affected the PVC-U replacement market. Beaufort values membership of these organisations highly and is actively involved in many of the sub committees that drive the organisations forward. A recent 12 page colour booklet ‘Choosing Aluminium’ has been very well received by sales organisations and will prove to be a lasting legacy for our sector.

At Beaufort, what we’ve done is to nurture this increased demand in aluminium and give it fertile ground in which to blossom by ensuring the outlets exist that offer the choice the industry wants.

Shining examples

Two typical examples of such outlets are top fabricators Albro and Trade Plas. Albro Director, Alan Brown, sums things up: ‘A lot of customers who see aluminium windows in our showroom immediately say – ‘That’s what I want’ once they see the many features and benefits of the modern aluminium windows we stock.’

At Trade Plas, former winners of the Conservatory of the Year Award, aluminium has played a vital role in them penetrating the UK and USA conservatory sectors. This has been assisted by using aluminium for the vertical walls as an alternative to PVC-U which, together with the choice of colours, design detailing and neat slim coupling posts and bay poles all add to the attraction of an all aluminium conservatory.

Product development is also playing a key role. Sustainability, environmental impact and the far better thermal performance offered by our Advanced System range all lead to a product that meets customer aspirations. Features such as internally glazed, no dummy vents, built in trickle ventilation lead to lower production time, higher USPs and a competitively priced product achieved by material, labour and glass cost savings.

Long term performance, colour finish options and appearance have all combined to bring aluminium back as a force to be reckoned with in the fenestration industry.