In the fast-paced world of UK manufacturing, where margins are tight and competition is fierce, every touchpoint with your product matters. And one of the most overlooked yet powerful touchpoints is the installer.
Installers are more than just the final step in the supply chain. They’re the ones in the boiler rooms, the loft spaces, the construction sites—sweating the details so your product works as promised. They’re answering last-minute questions, overcoming unexpected snags, and often making recommendations on the fly when customers need guidance. And here’s the kicker: their opinion carries weight. A lot of it.
So if you’re not actively building relationships with your installers—if you’re not recognising their value, rewarding their loyalty, or even acknowledging their influence—you can bet someone else is.
And that someone is probably your competition.
Why Loyalty Can’t Be an Afterthought
For too long, installers have been treated as a “nice to have” in the sales ecosystem—useful, but not integral. That thinking is outdated. Today’s successful manufacturers know that if you want long-term growth, you need long-term relationships. And those relationships are built by valuing every part of the journey, not just the end sale.
If you’re not rewarding your installers, not showing appreciation for the role they play in representing your brand, you’re leaving space for your competitors to swoop in with a rewards scheme, a training portal, or even just a bit of personal attention.
And guess what? That matters.
Installers notice. They remember who makes their job easier, who picks up the phone, who sends a thank-you after a job well done. That kind of goodwill turns into brand loyalty. Loyalty turns into advocacy. And advocacy? That’s what drives repeat business.
The Commercial Case for Care
There’s also a clear business case for looking after your installer network. When installers feel like part of your brand family—not just cogs in a machine—they’re more engaged. They’re more likely to upskill on your products, stay current with your updates, and push your solutions instead of defaulting to whichever brand shouts loudest or pays the most commission that month.
A recent Forrester report noted that 66% of channel partners say personalised incentives directly impact their performance and loyalty. That’s a stat manufacturers can’t afford to ignore.
And let’s not forget, this isn’t just about warm, fuzzy feelings. It’s about your bottom line. When you turn installers into advocates, you reduce your reliance on pricing battles. You build pull-through demand. You make every pound you spend on product development and brand marketing go further—because you’ve got an engaged workforce championing you on-site, where decisions actually happen.
Make It Personal. Make It Count.
Rewards don’t need to be flashy. They need to be thoughtful. Installers aren’t asking for the world—they’re asking to be seen. To be appreciated. To feel like the time and effort they put into working with your products counts for something.
That could look like a points-based rewards programme that gives them access to something meaningful. Or product training that respects their time and gets to the point. Or just a thank-you message when they hit a milestone or go the extra mile. These are small things that build massive loyalty.
When you compare that to a standard rebate, the difference becomes clear. Points-based programmes create lasting emotional engagement, rebates don’t.
Final Word
Installers might not sit in your boardroom, but they’re shaping your brand every single day out in the field. Ignore them, and you risk letting someone else win their trust—and their influence.
But invest in them? Build real relationships, offer real rewards, and keep them in the loop? That’s how you futureproof your brand, stand out from the crowd, and ultimately, grow your market share.
Because at the end of the day, if you’re not rewarding your installers… you’re just making life easier for your competition.
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