On his recent visit to the UK, we spoke to Jochen Bourges, managing director of GfA Australia, and Andy Collett, managing director of GfA UK, about maximising profit and improving efficiencies with a proactive strategy for remote and challenging installation sites - for when remote means very remote, and getting it wrong is a high price to pay.
Bourges says that when being recalled to a remote installation for a problem can cost you a three-day road trip, your strategy for making money and efficiency starts way before you get on the road.
For door manufacturers, sustained profitability hinges on two critical factors: minimising post-installation costs and maximising on-site efficiency. Analysis of industry best practices reveals that a strategic shift from commoditised component
sourcing to reliance on premium, supportive partners is the most effective way to achieve market leadership and maximise margins.
Bourges says that when being recalled to a remote installation for a problem can cost you a three-day road trip, your strategy for making money and efficiency starts way before you get on the road.
For door manufacturers, sustained profitability hinges on two critical factors: minimising post-installation costs and maximising on-site efficiency. Analysis of industry best practices reveals that a strategic shift from commoditised component
sourcing to reliance on premium, supportive partners is the most effective way to achieve market leadership and maximise margins.
1. The Quality Mandate: Eliminating the Hidden Costs of Callbacks
The single greatest drain on profit is the cost associated with site callbacks, warranty claims, and return visits. Leading manufacturers consistently report that when they transition to superior, reliable components, their failure rates drop dramatically.
Actionable Strategy:
● Establish a Zero-Tolerance Reliability Benchmark: Focus purchasing decisions on components recognised as the "industry standard" for quality, even if the initial outlay is higher. This commitment signals to customers that the manufacturer’s product is robust and dependable, fostering trust. One UK manufacturer reported reducing callbacks from one in every 50 installations to "one in a thousand" by committing to premium drives and proving that product excellence directly reduces operational headaches.
● Prioritise Consistency: Select suppliers whose product characteristics (drives, panels) are consistent over time, featuring improvements but not fundamental changes. This consistency allows internal teams and installation partners to know "what you’re going to get" every time, ensuring dependability.
2. Standardisation and Plug-and-Play: Driving Installation Efficiency
Installation time is a direct factor in profitability and installer satisfaction. Manufacturers must streamline the installation process to ensure fitters spend the "minimum amount of time on-site".
Actionable Strategy:
● Adopt a Plug-and-Play Philosophy: Integrate drive systems and controls that utilise "plug-and-play" technology. This simplification minimises manual wiring, making installation easier and faster, and reduces the risk of human error.
● Standardise Control Panels Across Product Lines: A key strategy is to use the same control panels across the entire product portfolio (e.g., high-speed, sectional, and roller shutters). This standardisation is a "game changer" because it makes fitter training easier, reduces on-site mistakes, and ensures installers can become genuine experts in the system, rather than constantly having to relearn controls.
● Ensure Simple Setup: Provide equipment that is "simple and easy to set up," supplied with clear instructions that guide the installer through the necessary installation steps. Training sessions reinforce this simplicity, and are highly appealing to the wider industry.
Installation time is a direct factor in profitability and installer satisfaction. Manufacturers must streamline the installation process to ensure fitters spend the "minimum amount of time on-site".
Actionable Strategy:
● Adopt a Plug-and-Play Philosophy: Integrate drive systems and controls that utilise "plug-and-play" technology. This simplification minimises manual wiring, making installation easier and faster, and reduces the risk of human error.
● Standardise Control Panels Across Product Lines: A key strategy is to use the same control panels across the entire product portfolio (e.g., high-speed, sectional, and roller shutters). This standardisation is a "game changer" because it makes fitter training easier, reduces on-site mistakes, and ensures installers can become genuine experts in the system, rather than constantly having to relearn controls.
● Ensure Simple Setup: Provide equipment that is "simple and easy to set up," supplied with clear instructions that guide the installer through the necessary installation steps. Training sessions reinforce this simplicity, and are highly appealing to the wider industry.
3. Leveraging Technical Support and Diagnostics
When issues inevitably arise, fast resolution is necessary to maintain customer loyalty and operational momentum. Relying on components that are backed by robust support and diagnostic features minimises manufacturer burden.
Actionable Strategy:
● Source Components with Strong Self-Diagnostic Capabilities: Utilise technology that includes performance and self-diagnostic features to help installers quickly identify and address problems.
● Insist on Expert, Accessible Technical Support: Partner with suppliers that offer immediate technical assistance where experts are "always on hand to answer a question," rather than relying on delayed callbacks. This expertise allows installers to troubleshoot complex issues over the phone, avoiding immediate return visits.
● Delegate Customer Support: Strategically choose suppliers willing to provide direct technical support to the manufacturer's own customers and end-users. This frees up the manufacturer’s internal technical team, ensuring customers receive expert advice straight from the component source.
● Adopt a "Right-First-Fix" Approach: A great warranty is important, but what you need is to get the right specification first time, to eliminate most of the recall issues. It’s a proactive and pre-emptive approach - rather than relying on the warranty to mitigate the risk.
4. Strategic Supplier Relations for Innovation and Growth
To remain competitive, manufacturers must align themselves with partners recognised as "trendsetters" and continually invest in future technology.
Actionable Strategy:
● Benchmark Against Strategic Partners: View key suppliers not merely as transactional vendors, but as strategic relationships with whom the company can benchmark its own operations and growth. A supplier's strong reputation adds weight to the manufacturer's own standing in the market.
● Embrace Connectivity (IoT): Investigate and integrate innovations like Internet of Things (IoT) data and remote diagnostic apps. Transparency enables the end user and installer to identify the exact fault, eliminating guesswork, preventing unnecessary upselling, and ultimately building trust.
● Focus on Long-Term Alignment: Build relationships based on reliability, integrity, and support, recognising that a stable, trusting partnership is more valuable than constant short-term price negotiation. This foundation ensures that the manufacturer can supply robust, high-performance doors that consistently function effectively.
www.gfa-elektromaten.co.uk
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