Marketing – Check Your Skills & Strategy

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In today’s competitive and tough market, thriving in the fenestration industry feels much like playing an intense game of chess, writes Sioned Yates, the founder of Access Marketing.

The current climate is challenging. It is a consistent message we hear, whether at networking events or through our trade media. Business is tough and leads are taking longer to convert. Gone are the days of effortless orders – now, it’s about fighting for every win.

 

Cashflow is king

However, just as in chess, every piece on the board has its purpose and every move can be decisive. When business gets tough, protecting your king that is cashflow is paramount. Prudent cost management, tight operational efficiencies and robust, productive marketing and sales activity are crucial. On top of that, delivering exceptional customer service is more important than ever to ensure repeat business and attract new orders.

 

The Queen – communication is your strongest piece

In challenging times, the Queen of your business should be communication. Investing in marketing and consistent customer communications isn’t just important, it’s essential.

Successful businesses keep investing into their marketing during tough times, so they're well positioned when the markets improve.

 

Differentiation

Consider how you’re differentiating your business from the competition and more importantly, how you’re communicating that difference. In a market flooded with similar messages, it’s easy to become just another voice.

Remind customers of your full range of products and services and don’t assume everyone knows what you offer. You’d be surprised how often customers say ‘I didn’t realise you did that’. And if you’ve added something new, shout about it. Sometimes, it’s the basics that get overlooked.

 

Engage

Most importantly, remember to engage with your customers. Don’t forget to understand their needs and wants and look for ways to deliver unique value. Spend time with them, listen and treat them like royalty as your customers are the lifeblood of your business.

 

The Rook – harnessing the power of data

Every chess master knows the Rook (or the Castle) is a force to be reckoned with. In business, that’s your intelligence – your data. When you know your numbers, you can make strategic moves with confidence.

Analyse your sales revenue, customer performance, product mix and margins. These insights allow you to tailor your marketing and sales efforts to maximise profitability. You don’t need to have or you may not have, the luxury of an expensive CRM or ERP system but simple spreadsheets can still provide the insight you need.

Tracking lead costs (especially if you rely on paid advertising) is vital because as the market tightens, competition increases and costs rise.

Evaluate your lead quality and ensure your activities are delivering both the right quantity and type of customer. Sharpen your targeting, especially in Google Ads. Don’t waste your budget on wasteful and uninterested clicks. Instead, focus on the demographics that are truly interested in your products.

Know your conversion rate. Whether you track it weekly or monthly, keeping an eye on conversions and keeping it simple can really help in making the right business decisions. If your conversion rate is dipping to low double digits, it’s time to take action.

Regularly review product performance and ask which products bring in the most profit? Are you relying too heavily on one product that’s vulnerable to the current market environment? Consider marketing your underperforming products more aggressively.

Or why not consider diversifying? Are there on-trend, low-investment additions you can offer, such as pergolas, aluminium or composite decking or cladding and roofline? Is it worth the move into solar panels? Branching into new but complementary markets can open up fresh revenue streams.

 

The Bishop – planning your next moves

The bishop symbolises your strategy. Make sure you have both a long-term plan and a short-term tactical plan. Solid marketing, sales and operational efficiency strategies are essential to navigating the ever-changing economic chessboard.

 

The Knight – agile sales tactics

Your sales function is your knight and thus it should be nimble, flexible and ready to leap over obstacles.

Think carefully about your sales tactics. Don’t be too quick to slash prices to unsustainable levels, thereby sacrificing your King for a short-term wins can be disastrous. Instead, look at long-term offers, attractive short-term promotions or loyalty rewards that entice customers without threatening your bottom line. This approach can not only strengthen your brand, it can encourage customer loyalty and position your business as the primary option amid strong competition and challenging market conditions.

Set clear activity frameworks and expectations for your internal and external teams, so they’re prepared to outmanoeuvre the competition and secure the sale.

 

The pawns – your people and your foundation

No chess match is won without Pawns and no business succeeds without its team. Your staff are your most powerful defence. Keep them engaged and informed about how the business is performing and how they can contribute to success.

Share wins, big or small and make sure your team feel appreciated. It’s one of the simplest yet most effective ways to maintain morale and keep everyone motivated to win and succeed.

 

Checkmate – ask for help when you need it

Finally, remember that even the best chess players sometimes need advice. Don’t hesitate to reach out to industry experts to help you see new opportunities and make the right moves for your business.

Remember, every move counts.

 

Picture: If you need help embracing all the strategies that work to bring your marketing up to the grand master level, contact Sioned Yates of Access Marketing.

www.accessmarketing.uk

Article written by Sioned Yates, Access Marketing.
14th October 2025

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