Latest Articles in Sales & Marketing

  • 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 »
  • Key factors to creating an ideal retail space
    This fall, fenestration dealers will gather at Window & Door Dealer Days to see new products, network with peers and participate in educational sessions designed to improve their profitability. The focal point of the new event will be the Dream Showroom, a 4,400-square-foot pavilion on the GlassBuild America tradeshow floor featuring residential windows and doors from the industry’s... more »
  • In my visits to member businesses, I ask a lot of “why?” questions as I observe the setup. In factories, I notice the workflow, tidiness, safety precautions, machinery in use, inventory capacity, and whether or not the owner or manager taking me on the tour greets workers by name. I ask why they chose this or that and I ask myself, would I want to work here if I weren’t so... more »
  • What gets measured gets done. It’s a familiar aphorism, certainly, but that doesn’t make it any less fitting. It’s true with almost anything you do, whether professionally or personally. For example, when you’re on a diet, tracking your weight, measurements, food and exercises lets you know how effective your techniques are. It’s just the same in business. If you... more »
  • With the move toward the minimalist, less-is-more trend in the U.S., and in the era of Amazon making everything you can possibly dream of easily accessible, it’s a wonder how it could still be so difficult to find parking at the mall on the weekends. But it is. Despite the progression toward convenience shopping, Americans are still very much in the habit of store hopping. It’s not... 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 »
  • People make their buying decisions based on emotion, especially when it comes to purchases for the home. One of the most effective ways to close a sale and ensure a happy customer is to find out what is most important to those doing the buying and sell to that need in a way that makes it a pleasurable experience. Want to be thought of as “a joy” to do business with? Here are three... more »