The Gift That Keeps on Giving

This article by Marc Henson, Head of Marketing and Technology at Kubu Smart Security 🔒 was first published in Total Installer Magazine December 2024 Edition.

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As I was rushing round the shops trying to avoid the fights and grab myself the customary bargain TV the other Friday, I couldn’t help wondering where on earth this sales frenzy and ‘gotta buy today’ attitude has suddenly appeared from. 

It wasn’t that long ago that Black Friday was an entirely American phenomenon. The Friday after Thanksgiving. The domain of turkey-fueled bargain hunters. (This astonishes me by the way – I can barely move on Boxing day, let alone run around on a belly full of dinner looking for bargains, but I digress…). 

Somehow in just a few years, this crazy shopping spree has carved itself a permanent spot on the UK retail calendar. But how? 

In part, it’s thanks to the globalisation of sales platforms like Amazon, which made those “too-good-to-miss” deals accessible across the pond. But the real reason, I think, is much simpler: 

A good sales and marketing tool is a good sales and marketing tool, no matter where you are or what you’re selling, and retailers aren’t exactly known for missing out on a good profit maker, are they? 

I was recently speaking with one of our customers, let’s call him Joe (because that was actually his name!). 

A successful window and door installer,  Joe shared that while he appreciates making an extra tenner or so per window by selling Kubu Smart Sensors, it isn’t his primary motivation for offering them.

“I mean, it’s nice and all, but it’s not where I make my money…”

That got me thinking. For Joe, the true value of Kubu isn’t about the immediate upsell. Instead, it’s about something far more powerful: differentiation.

“…what it DOES do, is increase the interest in my business over others in the area, meaning I convert more, and ultimately make much more money that way…”

New innovations – such as smart tech like ours – aren’t just product features—they’re sales and marketing tools. Tools that give fabricators, installers, and sales teams a unique edge in a competitive market.

The Power of Differentiation

In an industry where customers often compare quotes side by side, adding a feature like Kubu Smart Security isn’t just about delivering value to the end user—it’s about standing out. Differentiation is the key to closing deals, and smart tech is currently one of the most effective ways to achieve this in fenestration.

In sales and marketing, there’s a theory we use called the “Value Stack”. The theory says that different aspects of a product or service should appeal to different stakeholders at varying points in the sales process. 

This layered value creation explains why Kubu resonates with so many. It’s not just a product; it’s a multi-faceted tool that delivers benefits throughout the sales funnel, from the fabricator and installer to the salesperson and, ultimately, the homeowner.

A Tool for Every Stage of the Sales Process

Let’s break it down.

For Fabricators: Kubu’s smart sensors are now being fitted as standard by many fabricators, transforming their offerings from traditional doors and windows to smart doors and windows. 

This approach doesn’t just meet market demand—it anticipates it, ensuring they stay ahead of competitors.

For Installers: Our Pro Installer scheme helps businesses integrate smart tech seamlessly into their operations. It’s designed to make the transition simple, providing technical support, training, and marketing resources so installers can offer Kubu confidently, enabling them to increase conversions and average order values. 

And yes, there’s the bonus of making a little extra per unit too.

For Sales People: We’re currently gearing up to launch a brand new Sales Person Rewards Scheme, offering cash bonuses and incentives directly to those on the front line. It’s our way of ensuring that everyone involved in the sales journey feels the benefits of offering smart solutions like Kubu.

For Homeowners: At the end of the chain is the homeowner, who gets an incredible smart security system that provides total peace of mind. Knowing their windows and doors are secure—or getting real-time notifications when they aren’t—is a game-changer in how they interact with their home.

Layer upon Layer

This tiered value proposition is why Kubu represents more than just a product. 

It’s a catalyst for sales, a point of differentiation, and a way to future-proof businesses in an increasingly smart-driven market. 

Whether it’s the fabricator who can say they’re leading the way in smart technology, the installer who can promise simplicity and security, or the salesperson who can close more deals with ease—there’s something in it for everyone.

And for the homeowner, Kubu delivers exactly what they need: peace of mind and a seamless step into the future of smart living.

So, as you consider the challenges of standing out in today’s competitive market, just remember: That extra tenner sure is nice – but the real value lies in what Kubu enables you to do. Because Kubu truly is the gift that keeps on giving.

Talking of gifts, from all of us here at Team Kubu, I would like to wish you all a very happy, prosperous and most importantly Smart Christmas and New Year! 

Be Smart. Work with Kubu.