Latest Articles in Sales & Marketing

  • We’ve all heard content is king, but it’s not just king. It’s the king, the queen, the dukes and duchesses—the whole court, really. Effectively marketing your business online comes down to one thing and one thing only: high-quality content. It’s how you get your website ranked higher than your competitors, and that’s how you convert visitors into customers. The... more »
  • How an empty cup helped shape our company’s mission
    As a teenager, I was lucky to get a summer job at a local amusement park in the food service operation. This job and an awkward learning experience during it would help define my business philosophy and my company’s mission statement years later. Prior to my first day of work I attended an orientation for working in the food stands. Among some common-sense rules, one required an explanation... more »
  • Returning from a tradeshow can be even more overwhelming than preparing for one. But that’s a good thing—last week’s GlassBuild America tradeshow and Window & Door Dealer Days event left me refreshed and excited for what’s to come in this industry. In terms of sweeping trends and overtures, the biggest takeaway for me was the positive energy across the board. For one... more »
  • If you are getting plenty of visitors to your website, but not getting many conversions, there are some simple steps you can take to turn your visitors into customers. Because, at the end of the day, it is not about number of clicks to your website, but the number of leads that are generated. Implementing these eight simple suggestions can increase your window and door leads without spending any... 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 »
  • IN THE LAST ISSUE of Window & Door magazine, we took readers on a tour of some of the most impressive showrooms across the country to get excited and inspired for the Dream Showroom—a 4,400-square-foot pavilion at Window & Door Dealer Days at GlassBuild America that will feature residential windows and doors from the industry’s leading suppliers. Our exploration... more »
  • In anticipation of the Dream Showroom at Window & Door Dealer Days this fall, we asked dealers what their ideal showroom would look like. Here’s what they said…
    Q: If money were no object, what are the top three things you would incorporate into your showroom? A: Technology Number one on the list for Scott Thurber, Associated Building Supply Inc.: multiple LCD TVs. “As many as five to ten,” he says, “looping project and product specific photography of ABSi projects.” He’d also incorporate an area with LCD screens showing... 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 »