TruGuard wins share with product focused sales strategy
TruGuard’s continued focus on making its mark within the perimeter security sector is leading to increase its market share as it strengthens brand awareness for its rotating anti-climb system.
Resources have enabled the manufacturer to keep prices highly competitive alongside of a next day delivery from its Midlands factory. ‘Yes, ours is a product that is unequalled in price, quality and we have the manufacturing capacity to make it a stock item for quick turnarounds,’ said Neil Markham, who heads up the TruGuard operation within ABL Components – specialists in aluminium products.
Housed within the 55,000 sq ft facility at Garretts Green on the outskirts of Birmingham, TruGuard has access to a raft of ABL production resources that mean flexibility and options in finishing. ‘The group’s buying facilities mean that even in this very volatile climate we are able to achieve price benefits on raw materials so that TruGuard is the best within its sector and that’s a big advantage to customers. As we grow, the market begins to realise what we can bring with this product in terms of price stability and availability. We may have only been in the perimeter security market a few years with TruGuard, but there is little doubt that we have set the benchmark.’
With near on 50 years of experience within the aluminium market, ABL Components have been able to underpin TruGuard manufacturing which is engineered from grade 6082 aluminium on 2-metre shafts.
Further staff have been trained on the TruGuard operation and that adds to flexibility. ‘When we need to increase production, we now have the operatives to respond to demand and increase stock. Lead times are important in this industry and we can achieve a next day service if required or even same day collect. It’s a long-life product as well because it won’t rust and is lightweight to handle. That’s the advantages of aluminium.’
With 25 years of experience in aluminium, Markham was new to the fencing sector when he took on responsibility for TruGuard as part of his appointment as business development manager at ABL Components almost a year ago. ‘Yes, I’ve had to learn and find out how the market ticks. We have done considerable market analysis and that has been helpful. For us it is about gaining market awareness and that we have a qualityproduct that is the most price competitive in the sector.’ He has been quick to put the spotlight on the system’s flexibility with variations on fixing and configuration.
Another big plus as Markham looks to gain inroads with specifiers is the colour options and the fact that aluminium is 100 recycleable. The on-site powder coating plant adds another sales dimension with all RAL or corporate colour matching available. ‘That’s a valuable asset for us and again gives us control to meet market demands, particularly with specifiers or architects.
Likewise, the environmental sustainability of the product is a major plus point.’ Markham has little doubt that the momentum of TruGuard will continue as it wins more sales. ‘TruGuard is much better placed than ever before in what it has to offer to the market in terms of quality, availability and pricing. All essential elements in the fencing industry,’ he said.
As featured in Perimeter Systems, the security fencing industries premier publication: