|
The price has to be right
The price has to be right
For window installers looking to diversify, roofline is an
obvious move. For those that have replaced Dormer windows and
have added the surrounding cladding and perhaps the occasional
fascias and soffits, roofline seems a no-brainer. After all,
fitting a few lengths of board must be simple, easier than
fitting windows and doors, yes?
It’s true that roofline offers new opportunities for window
installers and makes practical sense, but in business terms
it’s not quite so simple.
For any home improvement, there are five general stages to any
project: sell it, survey it, price it, buy it and install it.
As a consequence, installers may believe that all projects, be
it roofline or windows, will have the same price structure.
That’s not the case. In reality it’s a very different story.
In roofline, selling is different (customers don’t connect so
easily with roofline – it’s out of sight and out of mind);
surveying is different (different things to look out for) and
installing is different (you’re more likely to need
scaffolding or platforms and the appropriate permissions). But
the BIGGEST difference is PRICING.
For window installers, around a third of the total cost can be
the material itself. But in roofline the product accounts for
less (typically about 17%)* and installation costs - in time
and money - are more expensive. Anyone new to roofline who
works out their prices on the same basis as windows will find
it almost impossible to make a profit.
* An example of a roofline specialist’s cost structure might
be:
Sales = 100%
Commission = 10%
Materials = 17%
Fitting = 24%
Access (e.g. scaffolding) = 5%
Direct costs = 56%
Gross margin = 44%
Marketing/lead generation/other overheads = 36%
NET PROFIT = 8%
Look closely at the product/installation ratio and you’ll
price more accurately. Take advice from your roofline
stockist.
For further information on installing roofline or if you have
any questions email Ken Davies at kendavies@everwhiteplastics.com
or call 01685 882447.
END
|
