MAJOR investment in IT and customer support has helped Lister Trade Frames bounce through the recession.

But behind all the hi-tech extras it is still using a time-proven sales hook – nice hot bacon sarnies for customers visiting its trade counter.

And the combination of old and new to provide top class customer service is paying off for the Fenton firm.

Like so many others in the building sector Lister, mainly manufacturing and supplying upvc windows, doors and conservatories to the trade, has experienced a 'difficult year' according to managing director Mark Warren.

But he said: "We are up on budget, which is encouraging and largely due to investment and innovation, both in our product range and in the ways we support installers, who are our main customers.

"In the current business environment we need to be sure that selling our products is as easy for them as it possibly can be."

Doing just that is helping the company turn over more than £8 million this year and has brought it nominations for The Sentinel Business Awards, which are presented in association with the North Staffordshire Chamber of Commerce and Industry.

It is a contender for the BIC-sponsored Business Innovation Award, the BT Local Business – Stoke-backed Best Use of IT and Communications Technology Award and the Michelin Tyre plc-supported Environmental Business Award.

"Over the past three years we have invested heavily in making sure all our products are compatible with the latest environmental legislation," said Mr Warren.

"That was recognised earlier this month when we beat off fierce competition in the National Glass and Glazing Awards to win the Energy Efficiency Award.

"In fact our Elitis sealed window frame range, using Pilkington Energi Kare and EcoClear Solaglas, already meets standards which will not be compulsory for replacement windows until next October."

To help installer sales teams, Lister has produced a DVD promoting the range's green credentials to potential customers, who are generally becoming increasingly environmentally-minded.

It has also invested £200,000 at its Govan Road facility, partly in a bigger and better trade counter, complete with extra customer parking space.

But one thing hasn't changed – the old counter's popular hot food facility, complete with bacon butties, has been cannily retained.

Technology advances include barcoding systems enabling units to be automatically tracked from order to delivery.

And customers from across the country can have their websites linked directly to Lister's.

That enables their potential purchasers to look at that contractor's site and, if they wish, to move seamlessly on to view Lister's entire product range.

The site also allows installers to obtain quotes 24/7 and place and track orders electronically.

Mr Warren added: "When we launched the website, we expected only a few larger clients to use the full range of facilities, but well over 70 signed up in the first 12 months and say it makes their work so much simpler."