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ROOFING


TOGETHER WE RISE H


enshaws Roofing & Building Supplies had never sold EPDM roofing before, but in 2019 the independent merchant decided to stock Flex-R's ClassicBond flat roofing system. It was a decision that signalled the start of a mutually beneficial business relationship.


Supported by Flex-R, Henshaws' says that its EPDM sales have taken off, with purchases increasing by over 40% in 2021. For Flex-R, the addition of another successful outlet for its products justifies the investment made in developing the relationship.


Having made the decision to increase its range and sell EPDM roofing, the team at Henshaws then looked for the best supplier partner. Flex-R, a significant supplier of single ply roofing, was an immediate option. Its ClassicBond synthetic single-ply EPDM roof system is long-lasting, economical and easy to install without the need for heat, specialist tools or equipment, which makes it ideal for use by both general builders and specialist roofers alike.


Equally important from a merchant's perspective is Flex-R's commitment to only sell its EPDM products through their outlets rather than sell its products on-line directly to potential contractor customers.


Having made the decision to stock ClassicBond EPDM, Henshaws then invested its time and resources getting to know the product in full knowledge that sales are easier when staff understand the product they are selling. Flex-R also understand the benefits of merchant product knowledge, so it provides merchants with a free-of-charge, comprehensive one-day product training course at its dedicated training centres. "The first thing you have to do to become a successful stockist of ClassicBond EPDM is commit to the new product, which includes staff training," says Adrian Shelley, owner of Henshaws.


That said, even when a merchant's staff are fully trained, Flex-R continues to support them with unlimited access to a dedicated merchant technical support team with the experience to give immediate answers to even the most challenging of customer questions, allowing the merchant to push the product with confidence.


Flex-R had also created an online calculator making it easy for the merchant to price a roof.


Flex-R understands that ongoing support is of huge value to the merchant and this forms the basis of the ongoing partnership. Technical support is available over the telephone or through the ClassicBond website, although Shelley feels that the simplicity of installation is what makes ClassicBond EPDM roof system ideal for a general builders merchant. "It sounds ridiculous, but EPDM flat roofing sits better in a mixed builders merchant rather than a roofing merchant," he says. "It suits builders and joiners down to a tee; straight lines, timber deck, single membrane complete with the trim fittings," he adds.


Barry Shorrock, Flex-R National Sales Manager - Merchant Division agrees: "Flex-R products do fit well in general merchants because of the level of product support provided, making them ideal for builders that are not full-on roofers". Installation videos provided by Flex-R make the case to hesitant customers and Henshaws has created a dedicated ClassicBond page on its website, giving the system an online presence without providing pricing.


"We've embedded the links provided by Flex-R in our website along with a link to the ClassicBond website, so that customers can view the installation videos, which are very professional and easy to understand," Adrian explains. For those Henshaws customers still unsure about using the system, Flex-R also offers one-day contractor training courses in both its Huddersfield and High Wycombe depots. To help its merchant partners market its range to new customers, Flex-R provides point-of-sales tools, including a model roof and A4 brochures. If requested, Flex-R will also provide in-branch demo days and breakfast mornings. Henshaws has taken promotion of the system one step further by making its warehouse-based EPDM roll-rack visible from the shop floor to pique customers' interest and to encourage them to enquire about the system. Adrian


July 2022 www.buildersmerchantsjournal.net


The decision to partner with a new supplier brings both expectations and commitments. BMJ takes a look at one successful supplier partnership to find out what it means for both sides.


explains: "Once they ask, we say 'we'll show you'; we then spend 10-15 minutes with the customer talking them through the system before using the roof model to show them what the finished roof will look like". Shelley says that it was important for Henshaws to commit to the ClassicBond stock profile from the outset. "Go with the stock range created by Flex-R and make sure that all items are in stock, even if they are slow moving items, because you'll never know when an item will be required by a contractor". He says 80% of the time Henshaws sells ClassicBond membrane, adhesive and trims. "We've only sold 6 parapet wall outlets in 18 months, but holding them in stock is essential in order to enable all customer orders to be fulfilled," he says. To support its merchants with tricky or unusual EPDM orders, Flex-R has committed to maintaining stock levels so that it can provide next day delivery to help merchant fulfil even the most demanding of orders.


ClassicBond EDPM is also branch-friendly. "90% of our EDPM sales are collected, which for high footfall branches is perfect, whereas roofing tiles can be awkward to deal with, particularly at the moment with longer lead times, delivery expenses as well as the need for manpower in the yard," Shelley says.


“Best of all, by working together with Flex-R, merchants can expect to make a margin of between 30-40% on each sale.” BMJ


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