With conservatory sales running at perhaps half of some predictions made just three to four years ago, are Conservatory Outlet’s claims of substantial sales and enquiry increases to be taken with a pinch of salt? Conservatory Magazine writer Michael Oxted investigates.
“March has been a record month for conservatories and double glazing, the best we have ever had.”
How many companies in the conservatories and double glazing market can say that, truthfully? So when Matthew Glover, managing director of Conservatory Outlet made the claim, was I hearing yet another double glazing salesman’s extravagant verbiage?
Matthew Glover does not fit the image of the archetypal double glazing salesman. In fact he strikes one as being unassuming, thoughtful and even cerebral, the instinct to trust this man coming out strongly. So what does he have to back up his claims, which in fairness come from Matthew as being simply conversation rather than any ‘sell’.
“Our sales are up by 25.5% for quarter 1 compared to a similar period last year,” explains Matthew. “Granted it was a poor period generally but compared to 2008, we were ahead by 47% so we are seeing consistent year on year growth.
“But March has been a record month for us; the sales leads generated through our web sites grew by 41% and our conversion rate has been excellent too; homeowners appear to be actively looking. This growth is due to retail sales through our network showrooms.”
The Internet is a key part of Conservatory Outlet’s marketing support offer for its dealers which is regarded as one of the best in the business, including as it does a full Internet provision through its own web site in addition to custom web sites for its dealers. Search engine optimisation is the key however, with continuous activity taking place to ensure Conservatory Outlet and its dealers are continually at the top of all the major search engines, usually topping all of the big national retailers. Television and other advertising support is provided, together with high quality lifestyle brochures and advertisements.
However, appointed dealers must bring something to the party, explains Matthew: “A Conservatory Outlet dealer must show us that they understand retail and are enthusiastic and ambitious. A showroom is essential as is a commitment to undertaking marketing to complement what we do for them. We provide the framework for this also however.”
Sales have grown organically and are already being compounded by a drive for new dealers to spread the reach of Conservatory Outlet nationally: “Frankly we are wasting leads as our core internet activity reaches all corners of the UK. Our latest dealer, Housemaster based in Hertfordshire, enjoyed a huge number of fresh sales leads when he joined us earlier this year and we have many other areas where we can pass on the best leads available.”
I believe him: Matthew is a very credible operator and his command of how to market and sell conservatories is very impressive, as his stats – but more importantly sales – continue to prove.
