Clearview North Feb 2013 - Issue 135 - Page 52

INDUSTRYNEWS The Growth Differentiation Factor Potted History Upwardly Mobile Dempsey Dyer has been manufacturing windows, doors and conservatories for over 35 years. It has been a Deceuninck fabricator since 1977 and more recently introduced Beaumont timber-look windows, doors and panels to its portfolio. But that’s not what this is about… Keeping Up Appearances Stepping into the Dempsey Dyer showroom you could be forgiven for thinking you’d arrived at a top architectural practice in Manchester or London. Slick, innovative, full-length cabinets each reveal one of the carefully selected products from the discerning Dempsey Dyer portfolio. Other doors and windows are shown in situ within the showroom, including an impressive set of bi-folding doors. This place means business. And the presentation of the showroom is a deliberate nod to the quality of products, the conscientiousness with which they’ve been chosen and the acknowledgement that every customer is different. Rather than packaging the products it wants to sell in a way that its customer will swallow them, Dempsey Dyer has selected ranges based on margin rather than turnover. Then, through careful consultation with customers to ascertain the type of business they aim to win, they pick and chose from Dempsey’s offering to create a winning formula to their exact requirements. Favouring the Bold The next step in this evolution then is to establish a national spread of regional businesses aiming for the top end of the timber market, where margin is more important than volume, with an objective to sell less but make more. The prerequisites to this approach are first finding the right people to work with, along with quality products that raise the perceptions of windows and doors. The new showroom certainly does exactly that and is not all that dissimilar to a luxury car showroom approach, where even the base model is aspirational. But then you’ve all the added features to enhance the offering depending on your price point and requirements. As Peter Dyer quite rightly points out, the showroom has a much bigger impact than lugging samples round in a car boot, although the latter is more mobile by far. Then how does Dempsey Dyer take its showroom concept on the road? Two words, FIT Show! The Generation Game This is a bold step for the Company born not out of a ‘me too’ approach but rather an ethos of longstanding family tradition that has evolved in response to the changing market. The foundation of the business, which remains ever relevant today, is to avoid any knee jerk reactions with a keen focus on what it does best and the customer who could benefit most from it. It might be worth mentioning here that at the lowest point of the recession Dempsey Dyer experienced a growth of 12% (although Peter Dyer doesn’t like to think in terms of ‘recession’). This growth is attributed into an increase in the margin of its timber products, the development of which was strictly funded by reinvesting profits back into the Company, another longstanding family tradition passed on to the next generation and which is fiercely protected. A family-run business that continues to thrive through decades and generations is as much down to the business acumen of the business’s owners as it is to the family values they uphold, and Dempsey Dyer is a perfect example of the two working together to the benefit of the business and its customers. Now, with a sound proposition and a clear and confident direction, Dempsey Dyer sets off in search of the next likeminded installer with whom to develop a committed and mutually beneficial relationship, with a simple but heartfelt ethos, “Don’t let the customer down and be honest”. Call 01977 649641, email or visit 60 FE colleges to bid for £550m upgrade cash Plans to upgrade the nation’s Further Education estate of 246 colleges received a boost in the Government’s a new £550m two-year investment programme. Around 56 colleges were recently granted funding for improvements, but extra cash released by the Chancellor will allow further tranches of improvements to go through. Under the new programme a further 18 colleges who missed the cut will go forward for funding alongside a further 42 unsuccessful projects which need to resubmit plans by 1st March. A decision on which projects will receive a chunk of funding will be made in April. Projects must be at least £3m in size or require up to £10m in Government funding. 52 FEB 2013 To read more, visit