KBB Momentum– The People Who Turn Products Into Recommendations P
ast research has already shown the significant influence installers have on
the products customers buy, and the opportunity for manufacturers and retailers to explore closer relationships with installers has never been greater. Installers and installation tend to be seen as just
this bit at the end. A little unpredictable, maybe even a little scary. Products are designed, launched, promoted, and displayed, then right at the end, the installer turns up. For many homeowners, the installer is actually
the person who helps them understand what will work in their home, what represents value for money and what is likely, or less likely, to create problems for them down the line. Installers are often asked which brands they trust, can they supply, and whether a product is worth paying a little extra for. Installers are the ones who can potentially turn
products into recommendations. When we talk about manufacturers or retailers
supporting installers, it’s easy to immediately think that, on some level, that means money or giving something away.
16 BKU JULY 2026 The installer who has been shown how a
product is made, has perhaps had the chance to visit a factory or training centre, or has someone t o contact directly when something is unclear, is far more likely to feel confident recommending that product. That doesn’t mean recommending every
product a brand sells. It means they can understand where it fits best, they can explain its benefits properly and be in a position to give their customer a better answer than a website or a PDF can provide. The same applies to product feedback. Manufacturers don’t need installers to redesign
But what many installers crave is a more useful
relationship with the brands and the retailers whose products they install. They want to understand the product better, they want to know who to turn to with technical questions, and feel that their own experience is valued.
products. What they do need is to hear what happens when that product is installed in a real home, with uneven walls, awkward access, existing services and maybe a customer looking for answers. A short conversation with the right installers can
highlight issues that don’t always show up in a boardroom or a showroom. Packaging issues. Instructions that are overly vague. Parts not labelled clearly. A small detail that can cause an unnecessary return visit.
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