A message for flooring contractors: partnering with a good manufacturer will benefit you and your customers, says Richard Aylen.

I’VE decided to take an in-depth look at how close cooperation between manufacturers and contractors can benefit both parties.

This relationship is very much a two-way street. From a flooring manufacturer’s viewpoint, if you want success, one of your top priorities is that your supply chain must include skilled contractors because, without this, even the best designed and desirable product will not achieve its full potential.

From the contractor’s point-of-view, you need to have a range of reliable products to offer your customers and be confident that you can successfully install them. Likewise, if you receive tender invitations, having a good understanding of the specification means you will be able to price more competitively, install the floor to a professional standard and win more work.
So, let’s look in a little more detail at what that partnership might include and how the contractor – supplier relationship can be made stronger.
Many manufacturers offer training, which provides the contractor with the product knowledge they need to provide exactly what their customers want, and to install the floors correctly.

If your manufacturer is UK-based, they will be more likely to offer you useful seminars and installation courses. Be aware some businesses that promote themselves as manufacturers may not be manufacturers in the true sense. They may simply be offering generic products from unnamed producers but labelled with their own business name.

In this scenario it can be difficult to obtain the support you might need. The transfer of expertise should be underpinned by good customer and after-sales service, and technical back-up.

A successful partnership will make it easier for both parties to advise customers and provide what they need and, longer term of course, it should result in more orders from referrals. This can work on any scale, whether you are involved solely in residential work, or if you regularly work for main contractors on largescale projects.

A close partnership can enhance the profile of your business and generate more work based on contacts and reputation, and this should also result in improved profit margins.

The quality of enquiries and projects received by the contractor will improve. This means that both parties will have a good story to tell, both jointly, or as individuals. Testimonials and case studies are important marketing tools for both parties for advertising and social media, as they improve visibility and enhance company profiles.

A close partnership with the manufacturer can also result in fewer site issues and snagging items, firstly because the installer is well trained and skilled, but also because one party can act as eyes and ears for the other. Installers may collaborate with the manufacturer if there are unforeseen design issues on-site, and a solution can be sought from the designer before any unwanted work is carried out.

On the other hand, architects often rely on manufacturers for a large part of their technical input and, as part of this process, a manufacturer can consult with their installation contractor partners to ensure that what they are proposing to the designer will be buildable on site. And of course, all this helps ensure contractor and manufacturer get paid on time.

What are the risks of not having a partnership?
There are risks for contractors and manufacturers who overlook the importance of a close partnership.

Without good training and product knowledge the contractor risks getting out of their depth by taking on work for which they do not have the knowledge and skills. The contractor also runs the risk of mis-selling the product, carrying out the installation incorrectly or even choosing the wrong installation method entirely.

At the top of the list of consequences is financial claims, along with loss of profit and damage to reputation. Reputational damage can take many years to repair. From the client’s side, they can be left with high lifetime costs or a short-lived, worn-out product that is difficult to dispose of when it wears out. Furthermore, both contractor and manufacturer will be missing opportunities for future sales and growth.

What should you look for in a manufacturer?
As a basic requirement the manufacturer must offer the right products to suit the needs of the client. If you are a contractor working in the commercial and leisure sectors it is risky to partner with a manufacturer who is new to these sectors, unless you’re absolutely sure of their potential to adapt.

Looking at the manufacturer’s track record; their history, customer base, testimonials and the like, will give you a good insight. Look for established experience – how long have the directors and managers you’ll deal with been involved with the industry, and what qualifies them to be good partners?

Sometimes you may need to dig a little deeper, as history does not always give you the best indication of what the future holds. The business may have just been taken over, or the brand name recently sold.

A large manufacturer which has recently been taken over by an overseas buyer may have lost some or all its UK-based staff. How is the new company structure going to work for you?

At some time or another you are going to need technical and sales support. Are you able to talk with the manufacturer or only a third party? Are they UK based? What is the likelihood of the manufacturer being able to support you when the builder is trying to force you to fit the floor when you know the site conditions are unsuitable?

I have mentioned product range a few times now, so let’s look at that in a little more detail. As well as offering the right products for your market, you need to be sure the manufacturer has continuity of supply. This has more than one meaning. You need to be sure supplies are not going to be disrupted by political events, raw materials issues or geographical factors, but also you will want reassurance that the manufacturer has a firm specification for the materials the product is made from.

I speak from my own experience of a part of the flooring market where I found that some suppliers will change the manufacturing specification and, therefore, the quality of their products depending on how hard they need to fight to win the order.

If you’re a contractor with long-term clients, at some point you may need to order materials for repairs. How well placed is the manufacturer to supply products to the same specification some years later? Look also at the guarantees offered by the manufacturer.

Not only do these protect the client but they also help you, the contractor, to persuade the client to place their order.

What does the manufacturer gain?
Most manufacturers don’t install their own products but every one of them needs to know that their product and, therefore, their reputation is in good hands when it’s installed, and that the client will be supported with good advice and after-sales service.

Some manufacturers create networks of approved contractors and may link this to warranties and maintenance agreements that extend through the life of the floor.

A mutual benefit is a two-way exchange of sales enquiries – both contractor and manufacturer can generate sales leads that will benefit both parties. A partner contractor can also act as a manufacturer’s ‘eyes and ears’ on-site, thereby heading off reputational damage from failed installations and site related issues.

How to create a good partnership
The basic requirements for a good partnership are openness and trust, and an awareness of the mutual benefit of making the partnership work. When both parties gain, the levels of trust and cooperation tend to increase.

You can bring this about by sharing sales enquiries in both directions.
Also, the early involvement of manufacturer and contractor in a project is known to reap benefits and I’ve heard this said many times by architects and designers, especially where the project is groundbreaking or has a unique element of some kind.

Manufacturer-approved contractor/supplier schemes create a relationship between the two parties, and this is usually seen as a good thing by clients. A client will know an approved manufacturer or supplier has been ‘vetted’ by the main contractor or by the client’s own procurement policies.

Creating a mutually beneficial partnership takes time, trust and dedication to establish, but the rewards are worth it.
www.junckers.co.uk
Richard Aylen is technical manager, Junckers