Ok this is the last one I will post
End of the road for Doorstep Selling?
For twenty five years or more, rogue traders, cowboy salesmen, and intrusive direct selling of a wide variety of products have had a deservedly bad press. More recently junk mail, and its equivalent via telephone, fax, SPAM email and door knocking have been the targets of consumer guardians such as the Citizens Advice Bureau, the Office of Fair Trading, Watchdog and the tabloid press. It is an area where gross behaviour and excesses, sometimes criminal, occur. When they do, they make headlines. We empathise with the victims and want to put a stop to it. But emotive issues gather momentum and stick in the mind. However rare the event it becomes a focus for action, and attracts those with a broader agenda. Before long a disproportionate solution to an occasional problem is proposed and a roller coaster is on its way.
The Citizens Advice Bureau issued a 74 page 'super complaint' report to the DTI in 2004, and the Office of Fair Trading produced a 119 page report last May urging a total ban on cold calling. Trading Standards also weighed in linking doorstep selling to crime. A private members bill was taken up by the DTI and in the autumn there was media blitz complete with 'direct selling the inside story' from a reformed direct salesman and a countrywide mailing from the OFT warning us to be on our guard. After strong lobbying from the home improvement industry, among others, the government is mulling over the results of its consultations. But don't hold your breath, this one won't go away.
Trevor Conway, Retail Managing Director of Anglian Windows Limited, Norwich: “You may have seen the comment on this in the press and thought: 'nothing to do with us. We don't do any of that. Everything we do is by appointment inside the home', well think again.
“If you sell replacement windows, conservatories or a host of other home improvement products you will be affected. If you are a trade supplier to these businesses, the impact on your customers won't escape you.
“There are a host of measures being considered, including a prohibition on any work or taking any cash during the cooling off period - which may affect surveys and deposits on all sales included in the home.
“But the big one is a threatened ban on cold calling for property services. So far this appears to have been defined by the DTI to include all sales concluded in the home via agreed appointments resulting from proactive marketing contacts. So anyone who uses tele-canvassing or door-canvassing would be banned.
“Anglian has been working very actively with the GGF and their independent public affairs consultants to get this dropped. We urge all potentially affected to get behind their trade associations and lobby their MPs to stop the government decimating our industry.”
Nigel Richmond, President of the GGF and Chief Operating Officer of Bowater Home Improvements, Norwich adds: “Following super complaints from the National Association of CABS and the OFT the DTI launched a consultation programme regarding the introduction of potential legislation on doorstep selling to deal with the subject of rogue traders.
“The definition of doorstep selling used by the DTI is extremely wide and some of the potential legislation would outlaw many of the traditional and legitimate marketing methods, as well as having a devastating effect on the legitimate part of the industry and possibly leave the rogue element untouched. Many professional bodies, including the GGF and business, have responded to the DTI's consultation paper with constructive comments as to how practical changes in legislation can be implemented and how to eliminate the undesirable rogue trader in the home improvement market. It is critical that businesses keep abreast of proposed and actual changes in legislation to ensure that their marketing methods remain legal, and are not unfairly restricted.”
The irony of this campaign is that it is a government and organisation inspired movement, not something driven by consumers as the OFT report reluctantly concedes. There are unhappy consumers about, but on the whole satisfaction with purchases, particularly high value items, in the home is high. But, even if your customers are happy, and you are planning a sustainable business it's time to consider alternative methods of generating leads and selling.
So watch this space I guess
Cheers
George