3 things in White Gold that are no longer true in the glazing industry (and 3 things that are)
BBC’s new 1980s-set sitcom ‘White Gold’ is a two-season, six-episode comedy from the creator of The Inbetweeners. The satirical show, centred around double glazing salesmen, is described by the BBC as “a story of dodgy shenanigans, scams and petty rivalries”.
Of course, it is obvious that some creative liberties have been taken with certain facets and the truth has been exponentially bent in favour of humour.
So, to help better separate the contemporary fact from the historical fiction, here are three things in White Gold that are no longer true in the glazing industry:
1. Showrooms are the size of a cardboard box
Centred around fictitious high street-based double glazing company Cachet Windows, it’s fair to say that this particular installer isn’t blessed with space. Comparatively, many contemporary showrooms appear near-endless with regards to square footage, making any visitors often spoilt for choice.
2. 600% mark up on uPVC windows
“This is what we sell” broadcasts main character and salesman Vincent Swan in White Gold’s initial BBC Two trailer, “the dirt-cheap white plastic bits that go around your windows, sold to you with a mark-up of 600%”.
It is safe to say that even in the 80s this sort of profit margin wouldn’t have been possible. Nowadays, uPVC windows have improved considerably in terms of quality, affordability, and lifespan. For reasons such as this, companies in the industry are able to maintain growth and stay successful, only with more reasonable price mark-ups.
3. Salesmen are like vampires
In the show, the salesmen are likened to vampires. However, in the modern day, the majority actively distance themselves from “cowboy” aspects such as this, in favour of building trust with customers. It shouldn’t come as a surprise that reliability and honesty work better in terms of spreading the word and securing repeat business. Think less Wolf of Wall Street, and more Trusted Trader.
Bonus round – 3 things in White Gold that still ring true
1. Some double glazing salesmen get their own company car
Though utilised less as a way of inflating ego as portrayed in the show and more as a way of facilitating more business, it’s not uncommon for double glazing salesmen to have a company car. Whether used to reach potential clients located far and wide from their main base of operation or as a means of demoing products on the road, company cars are a valuable sales tool for more right reasons than wrong.
2. Installers still can’t settle on “uPVC” or “PVCu”
While White Gold sees James Buckley’s deceitful salesman imply that the terms ‘uPVC’ and ‘PVCu’ refer to entirely different window materials, we like to think of this as a cheeky slight to the fact that modern installers frequently allude to both.
One doesn’t take precedence over the other, and while there is no agreed-upon rule, ‘PVCu’ is most commonly used for B2B purposes. Though, in terms of online monthly search volumes, ‘uPVC’ fetches around ten times more searches than ‘PVCu’.
3. Business meetings are likely to happen over a pub lunch
As the saying goes, you have to enjoy the simple things in life. Therefore it is not uncommon for double glazing salesmen to conduct business over a pub lunch. A far cry from the smoke-filled parlours portrayed in White Gold, any Hungry Horse or Harvester will do the trick.
How to market your double glazing business in 2022
While word of mouth has been a staple when it comes to a proven sales avenue for double glazing companies through the last few decades since the 1980s, the internet has seen a bigger focus placed on digital marketing. A website is a sure-fire way to build up trust with potential customers, both online and in general. Having an easy-to-navigate website with clear and concise information about the products on offer can be the difference in terms of stealing a march on your competitors.
Of course, while having an attractive, functional website will provide trust signals for customers, it will still need to be found. There are a number of ways in which your website can be found online easier. One way is through pay-per-click advertising, which can help to bring your site to the attention of those who are searching for certain keywords. Another option is search engine optimisation, which helps to grow the visibility of a site organically.
As technology improves and progresses, there are even the options to have additions such as 360 virtual tours alongside a selection of fantastic images and videos. All of these can help to provide a different look at your products and the virtual tours can add another dimension to your marketing and offer an alternative way of viewing your showroom.
Separate fact from fiction with Purplex
While we think it’s extremely clear that White Gold by no means reflects on the kinds of double glazing practices conducted in the real world today, Purplex can still help successfully communicate your message and separate the fact from the fiction.
Whether via tactical content marketing, a new website, or PR and communication services, we can help you implement effective marketing strategies to help better acquire double glazing leads and enjoy steady company growth. Contact us online or call our Bristol office on 01934 808 132.
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