Latest Articles in Sales & Marketing

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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 »
  • After 80 years in business, specialty dealer transitions to a new supplier
    Out-of-the Box Excellence in Innovative Thinking WindowPro Cleveland, Ohio The fifth generation of family leadership, Jake Zahnow, president of WindowPro, recently guided the company through a transition to a new window supplier. When you run an 80-year-old company, you think in terms of decades rather than years, says Jake Zahnow, president of WindowPro. That long... more »
  • Window & Door Honors the Industry's Innovators in Products, Manufacturing and Marketing
    Window & Door has announced its 2009 Crystal Achievement Award winners. Selected by a panel of judges representing all segments of the industry, the awards recognize significant innovations and achievements in window and door technology, manufacturing, and marketing. "The weak economy has created tremendous challenges in  the window and door market. Our Crystal Achievement Award... more »
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    Photography that will help sell your products requires more than a good camera
    In the world of selling windows and doors, one rule should always apply–make your product the hero. Whether you’re designing a brochure, revamping a Web site, or promoting a new product line in an advertisement, the product must always be the focal point. In putting together printed or Web materials, too often manufacturers lose sight of the importance of a good promotional photograph... more »
  • Several times in the past year or two I've come across quite a bit of fodder on the generations in this country. The Baby Boomers are welcoming Generation X and Y, and even the Millennial generation (those born from the late 1970s to the early 1990s) into the workplace and the homebuyer market. And homeownership among immigrants has been increasingly rising ever since I started covering this... more »
  • Fleet Feet, a premier outfitter for runners, prominently posts a sign which admonishes buyers, "You don't buy a running shoe by color." If that isn't a great sales opening, then I don't know what is. The client is immediately forced into a mindset that says Fleet Feet is serious about running shoes and provides a product that gets the job done! At Fleet Feet, they will tell you how... more »
  • In 1985, a young window salesman was sent to Columbus, Ohio, to negotiate a contract of $275,000. His supervisor had commanded that young salesman to come back with the order and allowed, if necessary, that the salesman had the latitude to adjust the price by as much as $25,000. The very inexperienced young salesman walked into the office and met an intimidating purchaser who quickly exerted... more »