Latest Articles in THE TALK...

  • Good communication with your installers is important, but good communication between you, the installer, and your customer is even more so. That’s Not What I Meant, my latest column, discusses a costly communication lesson I learned the hard way. It wasn’t the first time, and it probably won’t be the last but ultimately, the experience reduced errors. During my installing days,... more »
  • Getting plenty of visitors to your site, but not many conversions? Here are three simple steps that will turn your website into a conversion machine. #1: Include Prominent Calls to Action A good website presents solutions for visitors and provides a way to take action on those solutions. This is called a “call to action.” Display a prominent CTA at the top right hand corner of each... more »
  • Next month, the Window & Door Dealers Alliance will launch Window & Door Dealer Days at GlassBuild America: The Glass, Window & Door Expo. The event not only addresses dealer-related business topics through education, but offers much more. For one, attendees will experience some of the newest window and door products first hand in the 4,400 square foot Dream Showroom pavilion. We... more »
  • Each year, Window & Door magazine recognizes window and door retailers and distributors for excellence in the areas of marketing, customer service, showrooms and community service. Designed to recognize dealers and/or distributors of windows and doors, the goal is not only to recognize leadership and excellence overall or in a particular aspect of the business, but also to share compelling... more »
  • There are many different steps involved in paving the road to a sale—providing superior products and services, marketing them as such, listening to the customer, identifying specific needs, and so on. But it’s of paramount importance to cultivate trust. Customers want to know that they can trust that the product will perform as promised, that the business will be around and thriving... more »
  • As the housing market expands, window dealers and manufacturers are seeing a continued desire for energy-efficient products from their customers. In fact, a recent report from the National Association of Home Builders states that a whopping 84 percent of millennials, who are now entering the housing market, are willing to pay 2 to 3 percent more for an energy-efficient home, as long as they... more »
  • Fenestration is the backbone of many businesses that are supplemented by other, usually exterior-related, products. In networking with many dealers in the Window and Door Dealers Alliance at GlassBuild America each fall, a common question that comes up is, what else do you sell. This is a natural question for many reasons. Dealers may be in search of more product variety because they already have... more »
  • While some forms of online advertising such as pay-per-click ads can provide a quick return on investment, most people still choose local businesses through good, old-fashioned search results. And, they do so particularly on Google, which commands about 75 percent of the market. Thus, keeping your site near the top of local search engine results pages (SERPs) is key to being a leader in your... more »
  • The Clean Power Plan, set to be released by the Environmental Protection Agency this summer, is a sweeping set of regulations designed to reduce total U.S. carbon emissions by 30 percent by 2030. The fenestration community should take note, as one of the hallmarks of this new plan is a “beyond the fence line” approach to reducing carbon emissions. According to a draft version of the... more »
  • The road to implementing Energy Star v6.0 was bumpy, ever changing and lengthy. We discussed energy performance criteria, feasibility for manufacturers, implementation dates, payback period, and installation requirement, just to name a few. There was a lot to write about and we did just that. These were all issues that would affect our industry’s future and thus justified extensive... more »