Quality counts

Summary
• Specialist knowledge is a unique selling point for merchants.
• A merchant’s breadth and depth of stock can help tradesmen in business.
• ICI brands include Dulux Trade, Sikkens, Cuprinol and Glidden.
• Most DIY stores do not offer a tinting service for woodcare products.

While the DIY sheds such as B&Q and Homebase have their place in the domestic market for supplying the smaller RMI project and amateur applicator, the commercial painter and decorator – who is being paid to deliver a standard of work not achievable by most do-it-yourselfers – needs to ensure that the products and tools used for his trade are reliable and of the highest quality.

Specialist merchants can stock trade products, formulated specifically for professional decorators and contractors and have staff trained on the product ranges they offer, what is new in the industry and how different coatings should be applied. Quite simply, they can have unequalled product and application knowledge, something you’re never going to get from a predominantly DIY outlet.

They can also hold a full product range, so from our point of view there is a one-stop shop capable of meeting all customer needs – from water-based or solvent-based products through to stains, varnishes or fencing treatments. And there can also be all the colour ranges and tinting machines so that the customer can access a total solution.

Total solution

While many sheds do have tinting machines for decorative paint, most do not offer this service for woodcare products. Specialist merchants should have both, again to ensure that a total solution is available.

Merchants also have a very close relationship with their product suppliers, and are therefore able to offer their customers advice on the best way to contact manufacturers for technical advice. Akzo Nobel, for example, is even able to analyse finishes for customers doing historic refurbishment work where an exact paint match is crucial.

Decorators need technical data sheets, as well as advice on product specification and application technique. Specialist merchants would normally hold this on disk or have access via the web.

While it is perfectly acceptable for a shed to stock cheaper products and tools that are adequate for the small projects undertaken in the home improvement market, merchants are guaranteed to stock top quality brushes and rollers. Commercial decorators need the right tools and ancillary products, which are going to last as well as provide that all-important professional finish. They simply cannot risk budget equipment compromising the end result.

Depth of stock is as important for professionals and is another reason to head for the specialist stockist. Merchants should have significant quantities of materials. There’s nothing worse than finding that an outlet only has half the paint for the job; a shed usually stocks fewer cans of a particular product, which might not be enough for a commercial job. We’ve all been told that what is on the shelf is all that is available, or that some more will be arriving some time next week. As frustrating as this is for the home improver, it could be disastrous for a tradesman trying to earn a living.

When choosing between a shed or specialist merchant, the merchant can offer service, product knowledge and some product ranges offering special performance characteristics which are simply not sold through the sheds. Sikkens Cetol Filter 7 and Dulux Trade Weathershield Woodstain AP are two examples. Cetol Filter 7 offers the best opportunity to enhance the appearance and grain of wood and Woodstain AP has the best UV resistance and therefore durability.

Training and knowledge

This is where merchants can come into their own in that they have the training and knowledge to impart product information. A decorator may not use these two products very often, and the training and experience offered by merchants could help him to go to a job armed with the right products, looking good in front of his customer or client and getting more business as a result.