40 • CYLINDERS
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Setting the Standard
» » THE START OF A NEW YEAR BRINGS
new revenue opportunities for locksmiths,
and this year is no exception. Stephen
Roberts, Marketing Manager for Yale,
explains how locksmiths should consider
their stocking decisions and service
offering in response to the heightened
consumer awareness of ‘lock-snapping’,
and how focusing on British Standards
security solutions can help increase their
share of the cylinder market and maximise
sales for a profitable 2018.
When it comes to security, homeowners
are willing to spend more to ensure that
their homes are securely protected, so it’s
important that you are offering the highest
quality security products to guarantee your
customers are receiving the most effective
solutions.
With this in mind, it’s important to take
note of the latest security standards to
ensure that you can advise your customers
to make considered purchasing decisions,
with the added guarantee that all the
products installed comply with the latest
industry standards.
The main standards to consider as part
of your security offering include: BS3621,
PAS24:2016 and TS007:2014. BS3621 is one
of the most well-known standards in the
industry, and is the minimum performance
required on locks and cylinders on external
doors acceptable to home insurers. To
achieve this standard, the lock must be able
to be dead-locked and still remain secure.
PAS24:2016 is the minimum-security
standard for doors and windows in the UK,
and is highlighted in Document Q. This
is of particular importance for security
compliance in all new house builds.
With burglary tactics becoming more
sophisticated over the years, the industry
has responded by continually developing
and updating new standards to cope with
changing attack methods.
A suitable and effective response for
lock-snapping was a particular focus for
the industry, as statistics have revealed that
27% of all burglaries across the country
involve a lock snapping entry method on
euro profile cylinders*.
As a result, TS007:2014, designed
alongside the Door and Hardware
Federation, has been developed to protect
against all known cylinder attack methods.
This should be clearly visible with the
number of stars stamped onto the face of
the cylinder.
To achieve the three star accreditation,
products most undergo rigorous testing
and the cylinder, or combination of the
cylinder and door furniture, must reach
an accumulative three stars to meet the
minimum requirements.
With the threat of lock-snapping and
other cylinder attack methods being
heavily publicised in the media, it has now
become a particular concern amongst
homeowners, providing locksmiths
with the opportunity to upsell a secure
solution.
Independently tested by the British
Standards Institution (BSI), Yale’s AS
Platinum 3 star cylinder offers a superior
strength solution and does not require
any additional security furniture to meet
standard. Locksmiths can therefore take
this opportunity to simplify their door
hardware offering and amount of van
stock carried, whilst continuing to ensure
compliancy and security for customers.
It’s important to also be aware of the
benefits of suggesting high quality, British
Standard cylinders as part of your security
offering. This means considering higher
level replacements as opposed to cheaper
like-for-like solutions. Not only will this
help to boost revenue at the start of the
New Year, but it can also ensure you are
providing the best security solutions for
your customers.
In a similar vein, research has found
that 73% of UK consumers are willing to
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pay more for a brand name they trust**.
This is of paramount importance when it
comes to door locks and home security
as homeowners will be willing to spend
that bit extra to ensure their homes are
protected. Yale is a globally recognised
name within the industry and its products
are associated with reliability, strength
and quality. If the cylinder is stamped with
the Yale logo, homeowners know they’re
getting a trustworthy, compliant product
and this should form part of your upsell.
To help educate and reinforce standards
messaging, Yale has recently launched
its ‘Anything but Standard’ consumer
campaign, which focuses on the importance
of British Standard solutions. The campaign
has been designed to both inform
homeowners of the benefits of installing
high quality security products that adhere
to industry standards, and also keeping
trade professionals informed of product
developments, to help reap the rewards
available in this profitable market.
For further information about the range
of cylinders available from Yale or the
new ‘Anything but standard’ campaign,
please visit www.yale.co.uk or follow
on Twitter and Facebook by searching
for Yale Trade UK.
*BBC
**Business Insider