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The glass and glazing industry has been in the doldrums for some time now. Any product or service connected to the home improvement market can provide us with the evidence. Even non-glazing glass processing when linked to home improvements in kitchens and bathrooms is slowing down.

It is also no secret that the double-glazing market is reaching saturation but businesses are practising their best ostrich impersonations. The industry, collectively, refused to adapt and some companies still believe that sales will magically reappear.

Wrong answer

Conservatories were hailed as ‘the answer’ with predictions made by some respectable people that we would enjoy a year-on-year doubling of sales until the year dot. This never materialised.

There remains a massive potential market out there, but growth will be steady, not the ‘buy another villa now’ rush that was predicted.

It’s time to get real and put in place plans that recognise the reality that faces us, not just as an industry, but as a nation.

Reality check

The current situation in the market was inevitable. It was being predicted almost two years ago. With an economy that is overheating, created by ‘live for today’ consumer spending and short term business profits; we may also be accused as a nation of paying too little attention to export and the effects of foreign commercial invasion. And I speak from the position of working for the British arm of a very successful German-based multinational, for which I also work internationally.

It is no secret that the double-glazing market is reaching saturation but businesses are practising their best ostrich impersonations

We have been seduced by cheap money and spiralling house prices, which have now left consumers with debts that they are reluctant to compound, even if they want a new bathroom with shiny shower screens, or a conservatory with tinted glass that doesn’t need cleaning. Personal debt should have been tackled vigorously by the government.

There have been warnings from the Bank of England followed by a creeping increase in interest rates. But the government wants to present a healthy picture of our national economy, which includes masking evidence that we are strangling ourselves with debt.

A weak market

Despite what the government says, or what your politics are, a blossoming economy is not felt by most people. The public are nervous and unsettled, which translates into weak market conditions, punctuated with ‘good news’ blips, which cannot not be sustained and are driven by impulse buying.

The industry needs to recognise that we cannot influence these factors but we can tailor our operations to offer more attractive products and services, and more persuasive closes. We must leave the ‘80s behind.

Spot the difference

Too few companies have sought real added value or tried to distinguish themselves from competitors. They have not been bold enough to begin new activities or work together with the rest of industry for a successful outcome. This has left many exposed, with bog-standard products that are vulnerable to attack from low-cost overseas-producers or nationally based companies that expertly source from low-cost producers. Someone else can always do it cheaper.

However, I do not believe it’s all doom and gloom but the notion that we can carry on doing things as we have always done, selling the same things in the same way, is a mind set we cannot afford if we want to stay in business. A good way to tackle this is to go back to basics.

As American comedian Bill Cosby once said: ‘I don't know the key to success, but the key to failure is trying to please everybody.’

We must all take a good look at our businesses, begin by asking yourself why your customers buy from you. Then ask your customers the same question. Compare what they say about you to what you think about yourself. You might be surprised.

Human touch

There is no substitute for face-to-face contact with customers. This is something that can be sidetracked with modern communications. Visit a few of them and ask what would make a difference for their businesses. Ask about the small things, what irritates them and what makes them feel good.

As American comedian Bill Cosby once said: ‘I don't know the key to success, but the key to failure is trying to please everybody.’ Decide what your core market is and make sure what you offer

is perfect for that sector, know what you’re good at and that you do it better than anyone else.

Of course the subject of change, or change management as it is called, cannot be covered in a piece such as this, and arguably it can only be effectively dealt with both hands on a business. Sometimes it can be difficult to view your own business objectively because you are too close to it. However, the most important rule is: don’t do ‘nothing’.

European conquests

Europe appears to be emerging from the recessional conditions that have troubled most of the continent for the past few years, although the conditions for that downturn are quite distinct from those that face the UK. Germany in particular, together with Spain and several of the ‘new’ European countries are now seeing positive growth, which offers us opportunities that have previously been too costly to pursue.

Armed with your new found your unique selling point, you can establish your business guarded against competitors, while confidently attacking the commercial battlements of Europe. A business that offers something different from the pack, with style, value and vigour, is attractive in any language.