First of all, who voted to say that they believed a good quality composite door should cost a home owner between £0-£500?! I hope that the person either clicked on the wrong option by mistake, or misunderstood the poll, because I refuse to believe that any company worth their salt thinks a quality composite door should cost a home owner less than £500!
I was glad to see that a big bulk of the votes landed in the £900-£1500 range. I still think personally that £900 for a quality composite door is undersold. One man band or established business, a quality door can be sold and installed for more than £900.
There was a few votes in the £500-£700 category. And there was a few that voted for doors to be sold at more than £1500. I imagine that there is a regional flavour to some of these votes. Up in the north of the UK, prices are widely lower. Composite doors are regularly sold up here for less than £1000. The nearer to London you get, the more expensive a composite door becomes. Generally speaking. I have seen cases of composite doors sold in the capitol at the £3k mark. Same product as up here, but regional costs and affordability play a part.
Do these results show that they’re being undersold?
At our our place, we’re not afraid of selling our product based on it’s quality. It means we can sell a door at £1500 instead of £750 and we can make a decent profit margin per item sold.
These results show that nearly half of installers who voted thought £1100 was the upper limit for composite doors to be sold at. For me, these are doors that are being undersold. A quality composite door, sold on the virtues of it’s quality, colour range, hardware range and USPs of the installer should be able to squeeze a better contract value than £1000.
Especially now, when costs are on the rise and installers have to make sure they’re making a profit. Out of £1000 contract, take off the cost of the door, the installation costs, the VAT, survey, commission etc, there’s very little profit left. Something north of £1300 would ensure at least a semi-decent margin.
I do often wonder what manufacturers of composite doors think when they see their products being undersold. Naturally, they can’t dictate to the installer what they think they should be being sold at. But I imagine it will make them a tad uncomfortable to see a £550 door set being sold on to the home owner for just £800. Are those installers where they see the future growth of their project.
Polls like these give us a glimpse into the mindset of installers in this industry. It’s very split right now. Votes at each end of the spectrum demonstrate the difference of opinion when it comes selling this product. I know that we’ll all have our own opinions on this, so please leave them via the comments section below.
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