Carl is one of my regular readers and contributors to the Renegade Conservatory Guy website, so never one to miss an opportunity – I asked him for an interview.
Hi Carl, please tell the readers about yourself and your background in the industry.
Hello I am Carl Birkenshaw I am 43 years old I live in Newcastle on the coast I have 4 boys aged from 4 to 12 years and live with my partner Helen.
I came into the home improvement industry after several years in the catering trade. After a while I became bored of the same routine and so I applied for a job I saw advertised in North Devon where I was living at the time. The job advertised was with Anglian Home Improvements and after a successful interview I began working as a Salesman Barnstaple Devon, after 3 years took the managers chair from there I moved to Plymouth, Exeter and Basingstoke areas. I also became Regional Manager for Scotland and the North East, after 16 years I left Anglian to join Paramount Windows and Conservatories.
I understand you work for Paramount Windows in the North East. What is your position and job role at the company?
I have worked for Paramount Windows and Conservatories for 7 years now as a salesman contributing in excess £1.5m pounds worth of conservatories per year.
In 2007 I had the opportunity to invest, with Derek Mclaren and Alan Oliver fellow managers, in an MBI (Management Buy-In) which was successfully completed in December 2007. I am an executive board director and my responsibilities are with sales and marketing but I still have the opportunity in going out and selling which I enjoy very much.
Since Paramount took over the two collapsed companies, Budget and Pennine Windows, do you guys have any competitors left?
Yes, we do and it’s good for the industry. However, I suppose we are now the largest Home Improvement Company in the North East.
On the day the MBI was completed we were with our solicitors and accountants and heard the news our 2nd biggest competitor had collapsed – Budget Windows.
It was a very big surprise to all of us, and to be honest we never saw it coming. Even though the ink was not dry on our own MBI contracts, we discussed the possibilities and it just made sense that we should try and make a bid for the company. Obviously it was Xmas time but we approached the administrators to tell them of our interest.
On coming back from the Xmas break we had even more shocking news. Pennine Windows had also gone into administration! Out biggest competitor in the North East! So our newly formed board of directors decided to make a bid for both companies which we purchased.
We started 2008 with a mammoth task, as well as implementing the new plans for Paramount we also had to secure and rescue both Budget and Pennine – and do this very quickly.
Thankfully though, Paramount was and is in a very secure financial position and by securing the services of both Pennine and Budget’s senior sales managers we were able to get the companies back trading again and to-date we are having great success.
I always imagine that the market for conservatories and double glazing is pretty tough in the North East (as is everywhere these days) but how are Paramount finding the market in 2008?
The North East like anywhere else is tough, but you have to fight for the business that is out there, people are still spending but we have found that clients are becoming a lot savvier about what they want and they understand the market place a lot more than say 5 years ago.
With the information on the internet, consumers are becoming wiser and understand more about what they are looking for. In truth this is actually a benefit for companies such as ours – it can be a major differentiator. The internet allows consumers to check out a company and be more informed on what is good and bad out there – and it is sad to say, there are still double glazing companies in the market place that give the industry a bad name.
We have the latest products to ensure we keep up with technical advancements within the industry. Our biggest advantage here is that we do not manufacture but have major partnerships in place which allows us to offer the best products such as argon gas filled units, celsius glass, planitherm glass, quantal (aluminium) roofs and self cleaning glass.
With the breadth and depth we now have we can offer what the customer wants instead of what we want the customer to have.
Our three companies come under the group known as The Crownfold Group. Considering the overall UK economy we are trading exceptional well and our order books are full. Much better, we have room to improve and will work hard to improve our market share over the coming New Year.
What plans have Paramount Windows put in place for the tough trading months ahead?
Without giving too much away, as we get into tougher times (according to the media), we are looking at better finance products and making them more competitive.
As with any business we look at our costs on a daily basis. We have a very large operation now and one of the areas where we keep costs down significantly is not to manufacture – looking at the business side with the “old” Budget and Pennine, their manufacturing costs really did cause major problems and subsequently saw the businesses fail. With our business model, should the market place decline a point or two, we don’t have those fixed costs in manufacturing which therefore allows us to react very quickly.
We are also very passionate about how we sell, and that is simple we sell on quality. Our sales people do full demonstrations which are very informative, so training for the sales force is a major key to our success. We monitor sales conversions and closing rates, finance conversions and look at every aspect of our sales cycle.
What products are you currently pushing to consumers and why?
As I have said above we are always looking for the very best value we can give to customers and try to stay competitive. But we find it is not just about price, it’s about quality, proven products and trust. We stick to do what we do best and always have core products, windows, doors, conservatories, sunrooms orangeries, roofline and garage conversions. And all at the very best quality we can get.
How do you see the market developing in the North East over the coming years.
With the housing market as it is conservatories are still in everyone’s mind, it’s a lot cheaper to extend space in a home than move! There is still growth within this market place.
Replacement windows will also see a major change – after all there are some 9 million house holders replace windows every year. The major change with these products, in my view, will be with thoughts on climate change and protecting the environment. Our Paramount website (www.paramountconservatories.com) has taken this on a as core development and we looking to set the standard for Paramount to become the North East’s market leader in providing the greenest products and services we can.
We are further cementing our commitment to the green issue with JBT Waste Services based in Bedlington. They offer a complete waste management service and specialise in collecting all types of waste including wood, glass, pvcu materials and dig outs and ensure everything is recycled avoiding landfill sites. So our clients know that anytime we are removing old windows, doors or conservatories they can be rest assured these are not going into landfill sites and are recycled.
A friend once said to me 20 years ago “Why are you working in the window industry everyone have got windows!” Well 20 years later I am still in it and love doing what I do. This industry gives you new challenges every day and it’s the only industry I know that can take you to the highest of highs and to the lowest of lows. You just don’t know what the day will bring and for me that is why I love it so much. Were we see the future is major profile (manufacturing) companies looking to partner up and making their position stronger and the companies they provide a strong future.
What advice would you give me for developing Renegade Conservatory Guy in the future?
Keep doing what you are doing sharing thoughts and ideas from the industry, maybe a forum type set up would be good.
And with membership growing the web site could do with a revamp. Forum type sites are good and easy to control see who is online see how many posts members have made just a idea of a site. (example of this would be http://forums.moneysavingexpert.com/)
Thanks for asking me for my thoughts about the industry; it was a great to be asked. Long may the site be available for people to give their thoughts and ideas about our industry.
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For more information about Paramount Windows and Conservatories visit the following websites:
Paramount Windows
Paramount Orangeries
Budget Windows
Orchard Conservatories
Pennine Conservatories
