October 04, 2018

Customers sometimes ask why radiator specialists don't sell every designer radiator available.
There are 3 key reasons why a retailer may choose not to sell a particular product:
1. They want to ensure that all their products meet strict quality standards, regarding both the product and the service attached, as some radiators do not;
2. They want to avoid overwhelming customers - There is now a huge range of "feature radiators" available, so if specialists didn't limit their ranges, then they would be offering literally 1000s of different models including numerous duplicate offerings; and
3. They want to ensure that their products offer good value for money.
A reputable radiator specialist should aide a customer's decision making by narrowing down their initial choice.
To help ensure quality, look for a business that is ISO 9001 accredited; this is an internationally recognised quality accreditation and means that the company will have strict processes regarding what they sell and how they sell it. To ensure that they offer the best quality, they should have a step-by-step process in place for introducing new products.
Identify a new product
1. Identify a potential new product. Either radiator manufacturers approach the retailer with new products or, a true radiator expert will seek out a product to fill a specific gap in the market.
2. If the company is ISO 9001 accredited they will need to go on their "Approved Suppliers" list. This ensures that any potential supplier is scrutinised and has passed an "Approved Supplier Process", which checks things like quality and service standards, company ethos and financial health. Be wary of a retailer doesn't do such checks.
3. Product information and images are requested from the manufacturer.
Scrutinise the product's specification
4. Many factors need to be considered when introducing a new product. These include:
• Heat output - Does the radiator produce a good output, particularly in relation to its dimensions?
• Quality of the product - Do we feel that the quality stands up against the price? Have the smaller details e.g. brackets been considered?
• Does this radiator add something new or different to the market? - We don't want to duplicate products that we already sell.
• Range of sizes
• Range of finishes
• Availability and lead times
• Delivery service
5. A reputable radiator specialist will ensure that they receive feedback on the new product from all relevant parties.
6. A decision is made at this point as to whether to proceed with further inspections or not.
Inspect a sample of the product
7. A sample is ordered.
8. The new product and its delivery service should be critically assessed from a customer's perspective.
9. Negative comments should be fed back to the supplier so minor issues can be resolved. For instance, a radiator expert may recognise weaknesses in the packaging.
10. A final decision on introducing the product is made.
Introduce the new product to our range
11. A name is chosen based on the product's appearance and characteristics; it may highlight a key selling point.
12. A pricelist is completed and made available to the public via the Internet and via the retailer's brochures; this will include images and all relevant information for a customer, not just prices and heat outputs, but also useful details such as "Wall to front face measurement".
13. A display model is hung in the showroom for the public to view - a showroom is a clear sign of the longevity of a business.
For more information on choosing radiators, speak to an expert such as FindYourBathroom

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