Picard Serrures strengthens its network of Approved Installers thanks to its proximity strategy

Picard Serrures is touring France

In an uncertain economic climate, Picard Serrures is strengthening its ties with its Approved Installers. This is why the French manufacturer has prioritized organizing regional meetings across the country this year to better listen to their needs and expectations. Five have already taken place in the first half of the year, including:

• two at the Feuquières-en-Vimeu factory for professionals from the West and the North with a visit to the manufacturing site,

• one at the Lyon agency in the presence of the sector manager,

• one in Paris at the beginning of June in the prestigious showroom of Maison Fontaine, the oldest artistic locksmith in Europe, bringing together around thirty of the most active players in the Ile de France region.

Placed under the sign of conviviality and exchange, these gatherings allowed Picard Serrures to take stock of the activity and reveal the future prospects, to present the new products, among which the Diamant Luminance II door, officially launched this month, to announce the implementation of a new Quality process aimed at improving the excellence of its service as well as to present the results of the first wave of 2025 communication in segmented TV and VOD.

The "icing on the cake" for Approved Installers offering the Flexy modular cylinder: an immersion in the heart of one of the cylinder manufacturing sites of the DOM Security group, to which Picard Serrures belongs, in Brühl, Germany.

Regular training for in-depth expertise in high security

Throughout the year, the Picard Serrures training center offers its Approved Installers, as well as professional craftsmen wishing to extend their field of activity to the locksmith profession, sessions alternating theory and technical demonstrations.

Over two days at the company's headquarters in Feuquières-en-Vimeu, they offer participants the opportunity to understand the challenges of the access protection market and its developments, to strengthen their skills and mastery of the brand's various products and to refine their sales pitch to better advise their customers.

Following the first training session last March and given the success of the one planned for mid-June, Julien Maliar, Network Manager, is planning to schedule the next one at the end of September.

A guarantee of quality, the Picard Serrures training center has just had its Qualiopi certification renewed for three years.

A la carte support to increase the visibility of your IAPs

In addition to the numerous communication tools deployed by Picard Serrures, such as social media activities (60 Facebook pages, 30 Instagram accounts), the manufacturer also supports its Approved Installers in their catchment areas via advertising spots broadcast locally on RTL. This system has already been tested by:

• ID Service in the Valenciennes area with 200 20-second spots broadcast over a month,

• Mareel within a 25 km radius around Lille.

Thanks to this tailor-made strategy supported by the network's manager and his sales team, recently strengthened by the recruitment of a manager dedicated to Belgium, Picard Serrures already has 6 new Approved Installers since the beginning of the year, after the arrival of 14 professionals in 2024.

Local markets: a lever to boost IAP activity

With a wide range of technical doors and secure glass doors suitable for a variety of sectors, Picard Serrures hopes, in 2025, to encourage its Approved Installers to contact local businesses such as tobacconists, wine merchants, pharmacies, jewelers, opticians, etc.

To convince them and demonstrate that they can respond to this type of market without necessarily responding to calls for tender, the company is currently testing the approach in the Occitanie region, in Orange, with the support of its sector manager. Here again, Picard Serrures is doing everything possible to support them by providing them with:

• a detailed Google Maps listing all the local businesses to explore and their contact details,

• personalized books not only in the name of the IAP, but also to the target market according to its specificities (for example, the decree dedicated to tobacconists), as well as Picard Serrures solutions meeting their security needs.

The network now includes 170 IAPs spread across France and Belgium. This personalized support and the numerous tools made available to them should enable Picard Serrures to achieve its objective of 200 installers by 2030.