News: Elliott’s Delivering Real Benefits with Dale

Elliott’s Delivering Real Benefits With Dale

Having joined Hampshire’s leading Independent Builder’s Merchant – Elliott’s – as Joinery Product Manager, Sally Fisher wanted to supplement the company’s existing timber window and door offering with a higher end product range and turned to Dale.

Six months on and the 10 branches in the Elliott’s network are delivering real benefits for builders – trade and self-builders – across Hampshire providing by high quality results for their customers when it comes to made to measure timber windows and doors.

“It was clear we were missing an opportunity when it came to timber windows and doors when I first arrived at the end of 2014, as we did not have an offer that was really tailored to the higher end of the market. There are a lot of developers working on smaller, quality developments and also growing numbers of self-builders across Hampshire and we needed an offering that reflected these types of projects,” said Sally.

“I had known Dale in a previous role and felt they would really help us deliver great results for our customers and enable us to develop a new revenue stream. When we met with the Dale team it became apparent very quickly that it was a good match – from a product quality perspective and also from the way the company worked, the support it was offering and the people within it,” said Sally.

“We look for key partnerships – companies we can enjoy a really positive relationship with and we certainly have that with Dale who are more than happy to come out on site visits with us and provide additional technical support throughout the sales and ordering process through to delivery on site and after sales. This makes it simple and straightforward for our sales team here and creates a real difference to our customers,” added Sally.

As part of that partnership approach, members of the Elliott’s sales team have received training from Dale – on both the product range and Dale’s unique online quoting and ordering system – in addition to visiting Dale’s manufacturing base to understand the qualities that go into the making of its products.

“The training was vitally important as it helps the sales team work with customers. The fact the products are higher quality means they have a more premium price tag and the training enables the team to highlight the processes, qualities and guarantees that go into Dale’s products.

“Another major benefit is the Dale quoting system which enables us to take the competition out of the market very quickly, responding to customer enquiries, providing a detailed quote the same day, with full technical spec, full price, the flexibility of instantly changing the quote in line with customer feedback and the opportunity to choose the delivery date of the finished products to site,” added Sally.

Dale Sales Director Richard Chapman believes the Elliott relationship is a real reflection of how builders’ merchants can benefit from the Dale approach.

“For both ourselves and Elliott’s this is a really positive relationship and we are delighted to be working with them. The key is the investment Elliott’s has made – in time in enabling members of the sales team to go for product and systems training. The benefit of that is a competitive edge in their own market, knowledgeable staff who can truly help their customers and the opportunity to create good revenue for the business,” added Richard.

For more information on the range of timber windows and doors from Dale visit or call 0800 030 2222.

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