BUSINESS HELPDESK DESIGNING IN PROFIT HELP DESK


Simon Acres, MD of BMF Service Member, Simon Acres Group considers the increasing importance of kitchens and bathrooms within the merchant mix, and the range of training now available to optimise sales


BUSINESS FOR THE KBB and merchant sector was strong in 2021, the construction sector flourished whilst higher income households that had spending on travel curtailed invested in their homes. These themes have continued into 2022 and whilst the most recent forecasts for the overall economy are not so positive, our sector remains robust.


The most recent Builders Merchants Industry Forecast Report that covered the period from 2020 to 2021 reflects this, with the Builders Merchants Building Index reporting growth of 20% by volume and 22.8% by sales across kitchens and bathrooms in the merchant market. Their forecasts for the period 2021-2022 remain upbeat with a plus 8% rise in volume and 14.5% in sales.


Material costs


Since this report was published we have seen further increases in energy and raw material costs. It remains to be seen whether consumer spending on kitchens and bathrooms will continue in light of significant increases in the cost of living. Our own anecdotal evidence is that the market is robust, enquiries for training and recruitment are growing from all of our merchant clients.


Global price increases are squeezing margins and with some merchants not yet actively engaged with a direct online presence, never have kitchen and bathroom sales been more important to a merchant. There is an opportunity to benefit from the impact of more people working from home, which


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counter, will take away skills from that department and the team member will most likely still require mentoring and training. An apprentice could be a lower cost addition but, in my experience talking to merchants, there needs to be more information to have a clear understanding on how the apprenticeship process actually works.


has created a need to adapt, replace, or improve, the home environment.


Kitchen and bathroom products are not usually bought as individual items, they are more commonly required as part of an overall design for a room, which requires personal interaction before the order is placed. This represents an opportunity for a sales designer to sell value before just price and more importantly, better trained team members will then ‘outperform’ their local competitors.


There are many different sales training courses available but mostly generic and not specific to different sectors. Our online Customer Engagement Showroom Training for example is available via Cortexa, as an add-on module to BMF Campus or for non Cortexa members, directly from the BMF. This online


training is cost effective and highly relevant to kitchens and bathrooms.


We have recently launched an on-line course on the `principles of kitchens design’ by the experienced and well respected Renee Mascari. A module on bathroom planning will be available soon.


Those merchants looking to take advantage of the predicted rise in kitchen and bathroom sales will be looking for additional sales designers. There are three primary options available; to recruit an experienced local sales designer, transfer an existing team member into the showroom or employ an apprentice. What’s the best option? Return on investment will be more immediate with a designer who has previous clients and experience. Transferring a team member from say the trade


Apprenticeships With new government subsidies available and apprenticeships becoming more accepted as a credible alternative to university, the BMF has partnered with LEAP. LEAP is an apprenticeship provider that can introduce a suite of merchant standards, such as the Fitted Furniture level 3, where an existing or new team member can develop `on the job’ new kitchen sales and design skills and receive a qualification.


In addition to recruiting the very best people to capture incremental sales opportunities, undoubtedly, the right thing to do is to also encourage additional people into merchants and kitchens and bathrooms via apprenticeships. This is a long- term strategic approach, which benefits the sector, and will help drive forward the target of building and improving our 28 million UK homes. BMJ


To find out more about the K&B training options available for your team, please contact Kerry Wilson, BMF Learning and Development Manager at kerry.wilson@bmf.org.uk or on 02476 854982.


www.buildersmerchantsjournal.net July 2022


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