Latest Articles in Sales & Marketing

  • A dealer must begin with a clear brand message and an understanding of these customers
    The high-end segment has experienced a bit of a rollercoaster ride over the past several years, with changes in customer profiles and behavior leaving many window and door companies revamping past marketing approaches. Having managed and consulted for a wide range of window and door brands and retailers, I’m speaking from extensive experience when I say that the industry’s execution... more »
  • As more consumers turn to the Web, dealers need to make sure people can find them
    If you own a window and door company of any size, you've likely found out that marketing your business in this digital age can be a confusing process. You could be a certified member of Mensa with an abiding interest in technology and still find yourself behind the eight ball in a hurry. That's because today's tech developments occur with such blinding speed that by the time you understand one... more »
  • A recent survey from the National Association of Home Builders found that one of the top factors home buyers look for in a home is energy efficiency. While that might not be a surprise to those of us in the remodeling industry, it certainly reinforces what our customers have been telling us for the past 20 years. With the subject of climate change and green living top of mind, and as some states... more »
  • In this issue, we focus on entry doors, and I urge everyone to read our main feature article, "Entry Doors See Sales Resurgence," on page XX.  It offers a number of good insights into the door market, of course, but what I like about it is the enthusiasm manufacturers express across the board.  Door manufacturers are reporting double-digit growth, thanks in no small part to... more »
  • This week, Marvin Windows is highlighting the fact that it offers windows meeting passive building standards that are "made in the USA," offering customers faster turnaround and design flexibility, it states. The Earthwise Group of vinyl window manufacturers was also honored as the "Made in the USA Certified " company of the year.  And, "Made in the USA" was an... more »
  • My first foray into the window and door business was in early 1984.  Many things have changed in the sales arena since then, except for one: the challenge of converting a lead into a sale.  The first step in the sales process is to find a prospect interested in your products and to set up a sales appointment. With the appointment comes the challenge of converting the homeowner's... more »
  • With every tweet, share, like and pin, it becomes more apparent that social media is growing as a major tool for communication in the United States. In fact, recent surveys calculate that time spent on social media accounts for one out of every six minutes spent online in the U.S. Add to that the fact that social media advertising is projected to increase from $2.1 billion in 2010 to $8.3 billion... more »
  • With the spring season rapidly approaching, a number of homeowners may be preparing to attend their area’s seasonal home shows. For many in the remodeling industry, it likely feels as though exhibiting at a home show is one of the oldest tools in the shed. In an age when homeowners have increasing online options for researching home remodelers, projects and products, it may seem old... more »
  • Like most Americans, I spent part of the holidays following the news of the fiscal cliff negotiations. I was relieved when a deal was finally struck, thinking the stage is set for window and door industry growth in 2013, if only Washington can keep out of the way. With all the discussions focused on tax rates for upper income people and potential spending cuts, however, I didn't give much thought... more »
  • More window and door companies continue to embrace social media, but mobile technologies might take longer to establish themselves among manufacturers, distributors and dealers than some expected. These findings are the result of a series of questions included as part of Window & Door's 2013 Industry Pulse study, asking about the electronic tools and media companies use to... more »