Industry Legends: Insights from Phil Beechinor, MD at Alexander Kitchens
In our latest episode of Industry Legends, we had the privilege of sitting down with Phil Beechinor, Managing Director of Alexander Kitchens, at their stunning showroom in Horsham. With over 40 years of experience in the Kitchen, Bedroom, and Bathroom (KBB) industry, Phil offered valuable insights into attracting installers, delivering exceptional customer service, and standing out as a family-run business.
From Tools to Leadership
Phil’s journey in the KBB industry began on the tools as an installer, a role he held for 15 years before progressing into project management, sales, and eventually running a business. This wealth of experience has given him a deep understanding of both the technical and interpersonal aspects of the trade—a vital combination for success in the industry.
The Installer Challenge
A key theme of the discussion was the ongoing challenge of attracting more installers to the industry. With fewer young people entering trades, businesses like Alexander Kitchens are finding innovative ways to bridge the gap. Phil highlighted the importance of fostering strong relationships with local installers and building trust within the community—a cornerstone of Alexander’s success.
Why Family Businesses Stand Out
Phil passionately believes in the value of being a family-run, local business. Customers are drawn to the personal touch and the reassurance of knowing they’re dealing with a team invested in their local area. “People buy from people,” Phil said. “They want to know their installer might have kids at the same school or be part of the same community.”
This ethos is reflected in Alexander Kitchens’ marketing, where they proudly emphasize their heritage and local roots. For Phil, the family-run aspect isn’t just a selling point—it’s a philosophy that underpins the company’s operations.
All-Inclusive Service
One of Alexander Kitchens’ standout features is their comprehensive approach to installations. By employing their own in-house installation team and covering all aspects of the job—from plumbing to electrics—they provide a seamless, stress-free experience for customers. This integrated service model ensures projects are completed on time, within budget, and to the highest standards.
This conversation touches on some vital aspects of education, marketing, and career paths in the KBB industry, with key insights and areas for improvement:
Apprenticeships and Awareness:
It’s clear there’s a lack of strong communication from manufacturers regarding apprenticeships and career pathways. The discussion about manufacturers needing to “bang the drum” for apprenticeships shows there’s potential for them to act as ambassadors not only for their own brands but for the industry as a whole.
Highlighting apprenticeship options through accessible media like TikTok or Instagram could indeed capture the interest of younger audiences. Storytelling, showcasing real-life examples of young people succeeding, and emphasizing the sense of achievement could be particularly effective.
Creating Industry Awareness Among Youngsters:
Schools and career advisors need to better inform young people about alternative career paths, such as apprenticeships, which are often overshadowed by the focus on university or other traditional options.
Degrees offered through apprenticeships in other industries were briefly mentioned, suggesting a possible avenue to explore for the KBB industry. This could involve collaborations with colleges or even creating hybrid programs.
Recognition of Installers:
The idea that installers don’t receive the credit they deserve is valid. As noted, social media often highlights the finished product (e.g., kitchens or bathrooms) but fails to recognize the people who made it possible. Manufacturers and retailers should highlight the role of installers more prominently, which would both celebrate the workforce and inspire young people to consider installation as a career.
The analogy of applauding effort, no matter the scale, is poignant. Recognizing small victories (e.g., an installer’s first solo job) alongside major achievements could cultivate pride and increase retention in the trade.
Using Platforms Like TikTok and LinkedIn:
Promoting the stories and daily lives of installers on platforms like TikTok and Instagram aligns perfectly with the current trend of authentic, relatable content. This could also humanize the industry for outsiders, encouraging them to join.
On LinkedIn, professional posts celebrating the process behind installations—rather than just the end results—would also resonate with the audience.
Challenges of Hiring and Retention:
The distinction between young apprentices who come in fresh and adaptable versus experienced tradespeople with entrenched habits is insightful. It underscores the importance of setting standards and providing ongoing training, regardless of experience.
The mention of CV analysis as a recruitment tool highlights the importance of stability and consistency in candidates’ work histories. However, it could also point to the need for the industry to provide structured career development, so workers are less likely to job-hop.
Marketing and Storytelling:
Manufacturers could create content that not only sells products but also highlights installers and the human stories behind their brands. This storytelling approach could resonate with customers and prospective employees alike, helping build loyalty and interest.
Phil stressed the importance of strong project management and customer care, noting that every client is assigned a dedicated point of contact to ensure clear communication throughout the process.
The Importance of Customer Care
Customer care doesn’t end when the installation is complete. Alexander Kitchens goes the extra mile by offering an ongoing service package, including follow-up calls and visits to address any issues that might arise. Phil emphasized the value of finishing every project with a personal touch—whether it’s delivering a small thank-you gift or ensuring every detail is perfect.
Encouraging Testimonials and Showcasing Success
Securing customer testimonials and showcasing completed projects are key parts of Alexander Kitchens’ marketing strategy. The company encourages happy clients to leave reviews and even invites professional photographers to document particularly striking installations. These images are then used on their fleet of sign-written vans, turning every vehicle into a mobile advertisement for their work.
Key Takeaways for the Industry
Phil’s advice for others in the KBB industry is simple but powerful:
Invest in Locality: Highlight your roots as a family-run business to build trust and loyalty with customers.
Prioritize Customer Care: Create a seamless experience from start to finish and maintain ongoing relationships.
Showcase Your Work: Use testimonials, professional photography, and creative marketing to share your success stories.
Be Transparent: Customers appreciate honesty about potential challenges during installations, as long as they know any issues will be resolved promptly.
