Latest Articles in TIP OF THE WEEK

  • Your brand identity is a visual and philosophical representation of your brand that will help customers remember you. Think about what makes you different from your competition. How can you sum it up in a short key message? What is the one thing you want potential customers to think of when they think of you? This key message can then be used to create a catchy tagline to capture the essence of... more »
  • The first step to successfully building your brand is to do your homework and develop a plan to guide your branding efforts and keep you on track. A good brand plan should include: Market – Have a firm grasp of the market realities in your industry and other factors that will influence people’s decision to seek your products or services. Audience – Who are your primary and... more »
  • Make your staff a regular part of your promotional efforts. We tend to do business with people we like and who like us. A personal introduction of your key people can make your prospective client feel at ease. Let your client know that all of your employees are dedicated to serve. Often, a client will only want to know about the people doing the “hands on” work. Make introductions... more »
  • Complaints, claims, and, ultimately, litigation are unavoidable. Failing to track claims and understand how decisions in one project or case may affect another project or case may spell disaster. It is critical to a manufacturer’s survival to manage claims efficiently and proactively. Have solid answers for each of these questions: How are product complaints handled? How are complaints... more »
  • Document retention policies are necessary today. The Arthur Andersen/Enron debacle should cause all of us to pause. Be able to answer these questions: Do you have a document retention policy? Do you follow it? Does your policy, if any, comply with the law? Do you have a process in place that protects against document destruction when claims are made? Are you saving drafts that might come back to... more »
  • Typing “construction defect” in a Google search creates several million hits. Owners, general contractors and attorneys throughout the country are turning to litigation to attempt to solve water infiltration claims. When water claims are made, window and door manufacturers are inevitably included in the target list. Failing to plan ahead for claims, some of which may be huge and... more »
  • Knowing how your insurance protects you and how to manage your coverage is vital. What does your insurance provide? What does it exclude? What are your limits? Are they enough? How are legal fees handled? Do you have more than one insurance carrier over several years? Do you understand your obligations to your insurance carrier? Do you understand your rights? Is anyone acting as a watchdog to... more »
  • Most window and door manufacturers have Limited Warranty documents in place. Very few include important limitations and protections readily available to limit risks. Do you have a Limited Warranty in place? What does it promise? What protections does it provide? Is it enforceable? Is it provided during the bidding/selling process? Is it routinely updated? Does it cover a wide range of projects... more »
  • Is there an organization or community group that you feel is a worthy cause? Ask for other companies and organizations to sponsor an effort you support. Put together co-operative money to sponsor some event. Your local industry associations or peer group can collectively sponsor a Youth Sports League or a “Clean up the Neighborhood Day.” Give credit to the association and give your... more »
  • Promote your company as the Company of Choice to non-client influential professionals. Make your accountant, lawyer, broker, physician and banker fully aware of all your services and products. You can also promote your company to association executives, insurance agents, politicians, and even your industry peers. Send your promotional materials to them regularly. Take them on a tour of a... more »