In the network of added value

GEALAN produces plastic profiles. Window manufacturers process these profiles. The connection is as logical as it is direct: GEALAN sells PVC profiles to window manufacturers. In indirect sales, GEALAN deals with architects, dealers, general contractors, construction companies and housing associations. None of them would buy even one meter of plastic profile. Nevertheless, GEALAN has set up an indirect sales team that advises these target groups and continues to expand the range of services they offer. "Architects, dealers and general contractors have completely different ideas than window manufacturers," explains Tim Wehder (32), Head of Indirect Sales. "So our goals are different from those of direct sales. However, direct and indirect sales are in close contact and together form GEALAN's sales team."

GEALAN has been offering construction technology consulting since the 1990s, and in 2020 the construction technicians will be divided between the three regions of traditional sales in Germany. Since 2023, they have formed a unit as part of Indirect Sales. They no longer act differently from region to region, but speak with one voice throughout Germany. Seven construction technicians, three dealer advisors and two assistants in the back office – a dozen people as the core of Indirect Sales, which receives broad support from many other GEALAN departments. "The colleagues in the architectural consultancy take on complex calculations on statics, sound and thermal insulation," explains Tim Wehder. "We have specialists in-house who are further developing the planning software and digital platforms, experts in BIM, sustainability and marketing. The Customer Service Center handles inquiries and acts proactively. The application technology center builds samples. They are all our internal network partners."

Markus Kuhl-Grahn (52) is a construction consultant at GEALAN. He solves building physics tasks that architects, builders and construction companies set him: dimensions of window elements, connections, sound insulation, thermal insulation, etc. Kuhl-Grahn has been installing windows and doors for fourteen years and has always been interested in the technical parameters behind the installation. "I didn't want to do anything in any way, I wanted to do it right! In the past, I was asked for advice on construction sites because of my affinity for technology – it has always pushed me forward." Indirect sales has redefined his business, says Kuhl-Grahn. He no longer only advises technically. He uses the GEALAN network to bring together competent partners for construction projects.

Tim Wehder
Born in Reutlingen in 1993
2012 to 2016: Studies of Industrial Engineering (Mechanical Engineering) at Chemnitz University of Technology
2017 to 2020: Assistant to the Executive Board at GEALAN
2019 to 2021: Studied Marketing & Sales Management at the University of Bayreuth
2020 to 2023: Sales Consultant Smart Home & Ventilation at GEALAN
since 2023: Head of Indirect Sales D/A/CH at GEALAN

Hang on

The HOAI (Fee Schedule for Architects and Engineers) divides planning services for construction projects into nine service phases. Construction technicians advise architects during the early stages, often years before construction actually takes place. It is quite possible that before the fourth service phase, in which the building permit is prepared and submitted, a handover to another architectural firm will take place and that another office will plan the execution and have a say in the tender. Markus Kuhl-Grahn is pursuing one goal: to keep GEALAN in the game until the last performance phase. "We have to stay on the ball at the junctions so that a project with GEALAN products is carried out in the end. This follow-up is crucial and it only ends when the contract is awarded." GEALAN not only advises, but also networks – and therefore remains in the race. "In contrast to classic sales, we are sometimes involved in the planning for years. We can get installers on board who we believe are ideal window suppliers for a project. The fact that we have known a project since phase 1 naturally speaks for us as a partner. But when a new architect joins us, we first have to win him over with arguments." In late service phases, indirect sales often no longer deals with architects, but with construction companies. Then it's all about numbers. Whether architect, construction company or investor – a card that GEALAN can always play is a unique selling point like GEALAN-acrylcolor®. "If, for example, I have convinced a housing cooperative of our products, they will also use them."

Connect

All those who sell windows but do not build them themselves are referred to as dealers by indirect sales. A very heterogeneous target group, because these resellers tick very differently. They not only trade in windows, they also trade in house and interior doors, stairs, canopies, pergolas, and some also offer installation. What unites them is that they are the customers of GEALAN's customers, the window manufacturers. Indirect sales establishes the connection between dealers and profile processors. Tim Wehder: "As a matter of principle, we only contact dealers who do not yet have GEALAN in their range. Active dealer customers of our own customers are taboo for us." Dealer acquisition is based on two pillars: product and service. GEALAN's profile systems and added value must convince dealers. "But offering products is not enough," says Tim Wehder. "We arrange contacts with end customers, offer a subsidy service and marketing services such as showroom design, brochures, image and advertising material, also as website content. We invite dealers to factory tours and training courses of the GEALAN ACADEMY. We don't want to sell anything to retailers, we want to win them over as partners. We take them by the hand and do more for them than any other system provider."

Perhaps the most valuable service that GEALAN offers dealers is the search for the ideal supplier. Which profile systems does a window manufacturer have to process? Does it have to be able to supply wood or wood-aluminium elements in addition to PVC windows? How should communication work? What are the delivery times and what should be considered for delivery? "We don't put just any window manufacturer in front of a dealer's nose. We carefully weigh up which of our processors we bring them together. He has to meet all the criteria of the dealer so that it works between the two in the long term."

It's a match! If everything fits, the processor's sales force takes over and tries to establish the new business relationship with the dealer. They can access information that GEALAN makes available to them on a platform set up specifically for indirect sales. Feedback to GEALAN is also provided via this platform. The system provider therefore knows the current status of the acquisition, sees whether offers have been submitted and whether the first orders have been received. "The acquisition process has been completed with our mediation for the time being.

Markus Kuhl-Grahn
Born in Wolfsburg in 1973
1989 to 1992: Apprenticeship as a construction and furniture carpenter
1992 to 2006: Fitter for windows and doors
2006 to 2014: Sales and Field Service Components (B2C)
2014 to 2022: Area Sales Manager (B2B)
since 2022: Construction Technical Consultant and Expert Consultant for Partner Concepts D/A at GEALAN

As is usual in sales, it remains to be seen whether dealers and window manufacturers will find a common denominator. We are investing a lot, in the hope of a good result, also for GEALAN. But sometimes it just doesn't fit." Then Tim Wehder analyzes why a deal failed, and Indirect Sales starts looking for another supplier to suggest to the dealer.

If customers approach dealers themselves, GEALAN accompanies their dealer events, presents products, and provides information in lectures and workshops: "We explain to dealers what GEALAN stands for. They should recognise the advantages that GEALAN offers them in close cooperation with window manufacturers. Advantages of two companies, bundled, for more clout."

Intensify

In the past, GEALAN has had less contact with the world of building contractors, admits Markus Kuhl-Grahn. He has developed a concept to get to know general contractors better and to expand cooperation with them. Here, too, GEALAN relies on service: "We support general contractors in the preparation of specifications for their construction projects," says Kuhl-Grahn. "We are much more involved in the planning than with architectural consulting. And we don't limit ourselves to windows. We illuminate all trades – assembly, fall protection, sun protection – and bring them together in the best possible way."

GEALAN has formed a competence team with various external industry partners who are involved in the planning. "The general contractors appreciate our offer because they have recognized that they need advice." Thanks to the close cooperation with general contractors, indirect sales is close to projects and their development. He draws up plans with profile systems from GEALAN. This increases the chance that these profiles will be explicitly named, then advertised and finally taken into account in the implementation.

However, Markus Kuhl-Grahn does not only have GEALAN's interests in mind. He also advises general contractors with regard to profitability: "What demands do they place on windows? How do I meet the requirements without planning unnecessarily expensive windows? In large projects, several hundred windows can quickly accumulate. It makes a difference whether a window costs 100 euros more or less."

Planning security and cost-effectiveness are the central focal points of the general contractor concept, which GEALAN is already successfully implementing. More and more general contractors are seeking closer cooperation with the system provider and its construction competence team.

Thinking ahead

Indirect Sales is GEALAN's dedicated approach to architecture, trade and construction. Tim Wehder finds this path innovative and goal-oriented. "Over the years, we have built up networks for services and quality advice. This focus on the three target groups, these professional structures – as far as I know, this is only available at GEALAN." Indirect sales connect architects, dealers, general contractors and window manufacturers. It is the detours through which new nodes are constantly being added to the growing network.

"We have to make new acquisitions again and again. If we lose touch, all our work will have been in vain."

Indirect sales is also sales, is a sales unit. It is measured by property tenders won and acquired dealers. But not every conversation with an architect pays off measurably in ringing coin. Tim Wehder has had the GEALAN CRM adapted so that construction projects and dealers can be recorded. This is a prerequisite for reporting and controlling. "What quantities and sales does the indirect sales network bring to GEALAN? I don't think that will ever be 100 percent measurable. But we are working on answering this question more precisely." Indirect Sales remains dynamic and wants to establish itself even more firmly as a partner to its target groups. The concept for general contractors is being further developed: BIM data implementation, integration of prices and a calculation function are in the works. A separate software for retailers is intended to meet their requirements even better. The service package that GEALAN is putting together for the target groups of its indirect sales is growing. In the long term, GEALAN profile processors will also benefit from this – and thus GEALAN itself. Sometimes the indirect path leads to success.

Construction site of the Garstedt district in Norderstedt near Hamburg, a project of QUARTERBACK IMMOBILIEN AG: By autumn 2026, 198 apartments on 6 floors and 2 commercial units on the ground floor will be built here. More than 650 window and door elements of the GEALAN system S 9000 with GEALAN-acrylcolor® in umbra grey (RAL 7022) will be installed in this property.