Out of curiosity, I did a random Google search for “door and window dealers.” My search results all displayed the two words in reverse, defaulting to “window and door dealers” instead. No surprise, really. Windows seem to always trump doors. That’s just how we—and consumers—are programmed.
Does this mean that window replacement is a better opportunity than door replacement? It depends on what dealers want to make of door replacement. Is it by default or by purpose?
Offering door replacement may require an additional product line and additional sales training. As important, though, is that it requires an installation skillset beyond that of window replacement. I discuss this point in the latest issue of Window & Door in From the Field.
For some replacement fenestration dealers, I suspect door replacement is by default, rather than by choice. A dealer once told me that they only offer doors if part of a window package, but that the company didn’t really pursue door leads, per se.
Conversely, a local fenestration dealer in my area sells and installs doors only, no windows at all. That’s simply their niche and they aggressively pursue it.
Most fenestration dealers are probably somewhere in between, whereby they use windows as a lead-in to this additional opportunity and they’re eager to take it. Yet, they have to have the installer resources to do so. What about other dealers out there? Are doors a primary piece of your business? Review the results of this week’s poll, leave a comment or drop me a line. It’s always great to hear from you.
Survey Results for 05/18/2016:
As a dealer, do you have the resources to sell and replace doors?
Yes, we are fully prepared and will promote door replacement.
We'll sell doors if it's part of a window package
We'll sidestep a door sale.