Geberit sees huge value in independent retailers and installers but warns training and education must be relevant and up to date.
This is the view of the bathroom manufacturer’s UK and Ireland managing director, Mark Larden.
“Retailers take the message to the people, so they are our voice,” he said. “Our model is to not go direct to consumers. The UK independent retailer is absolutely key – to be there showing our products as a partner. They’re a mouthpiece to our people.”
According to Larden, with such power in the customer’s buying journey, independent retailers and their installers can be a “blocker” as much as a positive force for sales.
Larden, speaking at one of Geberit’s 150-year anniversary events, recalled his own experience of blocking with a plumber. “I didn’t tell them that I was in the trade as it can put installers off a little bit, and they become guarded. I told my plumber that I wanted to fit a wall-hung toilet, but he asked me if I was sure because they can be difficult to work with – which isn’t true.
“Tradespeople can become a blocker if they don’t want to fit certain products. And it’s just fear. So, when I say [independent retailers and their installers] are rightfully our salespeople, they can also be a huge blocker if we don’t get them on our side by educating them.”
Education is a hot topic in the KBB industry as we look to attract and train the next generation of installers to replace the retiring workforce. However, Larden believes some of the teaching is outdated.
“If I’m being brutally honest, the plumbers of today who have come through a college education, they’re still talking about lead products from 50 years ago. So, I think there is a responsibility from an education point of view.
“I think we have a responsibility as a manufacturer, too. I would say 50% of our salesperson’s time is education and training. Whenever we set up a new independent retailer, we will try and get to the installers. It’s one thing to engage the retailer to show a product, but if we haven’t got competent installers to fit that product, then our job is only half done. It’s why whenever we take on a new independent retailer, we will also sit down and work out a plan for educating their installers.”
Geberit was established in 1874 by founder, Albert Gebert, in the historic Swiss town of Rapperswill. In 1904, he designed a lead-lined wooden cistern, followed by the first plastic cistern in 1952 and the world’s first concealed cistern in 1964. Today, Geberit employs more than 10,000 people globally, across 26 sites including its UK HQ in Warwick.
The Swiss company celebrates its 150-year anniversary in 2024 and will support local communities with its ‘150 Acts of Kindness’ campaign. As part of the initiative, each employee has pledged their commitment to complete an act of kindness within the 150th year.