Latest Articles in Sales & Marketing

  • When I saw this week's news from UL that it's now working on its sustainability standards for windows and doors what struck me most is the fact that we've had so few "green" headlines of late. With tax credits, Home Star and R-5, energy efficiency shows no signs of going away, but I started wondering if concerns about recycled content or certified forests were on the wane? I thought I'd... more »
  • We see some interesting news this week in the window and door industry that focuses on branding. First, we see the resurgence of the Stanley brand in the door arena. That should be a name brand many homeowners remember from years ago. But what really got my attention was the Kathy Ireland backing of Window World products. Who would have thought? I guess it shouldn't be surprising... more »
  • Tomorrow, we celebrate the 40th anniversary of Earth Day. While there's no doubt we've all become increasingly environmentally conscious as companies and consumers, I think there tends to be a little extra "umph" in the marketing department when Earth Day rolls around.  Some in the window and door industry see Earth Day as a chance to communicate about their efforts to be... more »
  • Given the not-so-great Great Recession, we're used to looking at and crunching a lot of numbers. We watch housing data and consumer confidence indexes. We keep a close eye on our bottom line and keep our fingers crossed for the top line. And lately we see some glimmers of hope. Not big rays at this point, but small glimmers peeking through. While some companies are, I'm sure, still locked-down in... more »
  • Along with the many products on display last week in Las Vegas, I couldn't help but notice the number of signs in various displays exhorting attendees to "Follow us on Twitter."  One manufacturer noted to me they were celebrating their first anniversary of "tweets."  There was no shortage of Facebook mentions too.   It's clear social media is being used by more... more »
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    Retail professionalism makes for a lasting impression
    A Showroom that Sells Excellence in Retail FAS Windows Winter Park, Fla. FAS Windows believes less is more when it comes to showroom displays. Too many products in a limited space takes away from a minimalist, upper-end feel. In an economy where homeowners are skittish and looking for ways to get the most value for their purchases, a showroom does more than allow potential... more »
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    ERP system alone is not enough to ensure "customer delight"
    Going the Extra Mile Excellence in Customer Service Feldco Factory Direct Des Plaines, Ill.    With additional locations, Feldco has invested in a customized ERP system to help manage the details, but the management team knows that true customer satisfaction comes from employees dedicated to promoting "customer delight." Feldco has figured out that the best... more »
  • "The Home Improvement Couple" run their company on strong community, business principles
    Getting the Word Out Excellence in Marketing New York Sash Whitesboro, N.Y. Jill and Scot Hayes have branded themselves the "Home Improvement Couple," not only earning recognition for themselves in their community, but also creating a sense of trust in their company among homeowners. Jill and Scot Hayes get a lot more recognition than most window and door dealers. They... more »
  • It is now planning time for many fenestration companies. Most successful firms do annual planning for the entire company.  Many of these firms typically include marketing planning or research and development fiscal planning for new products in this process.  But few companies actually do market research planning. Yes, they may have a lump sum ready to be used for the annual customer... more »
  • Charitable events create a lasting bond between the dealer and its customers, suppliers, employees
    Giving Back Excellence in Community Service Superior Products Home Improvement Denver, Colo. When his wife was diagnosed with ovarian cancer, Tom Higgins founded Superior Products to be able to control his schedule through her recovery. For many companies, community service efforts are a bit of an afterthought. But at Superior Products Home Improvement, the company might not... more »