Latest Articles in Strategies & Practices

  • When reviewing the news for the upcoming August issue of Window & Door, I was struck by the number of acquisitions that have taken place in our industry over the past 60 days. By my count, there have been at least 11 deals made since late May, among manufacturers and distributors alike. On a national level, there was Sierra Pacific Industries’ purchase of Hurd Windows and Doors. At the... more »
  • Every business website should include a form visitors can use to provide contact information. For an ecommerce site, converting visitors into qualified leads is of paramount importance, and using a well-designed contact form is a primary aspect of that process. However, this strategy isn't limited to ecommerce sites at all; it's great for window and door businesses as well. The key is not to... more »
  • Five practices that can help make the largest multi-panel door job a little easier
    Todd Hayhurst is no stranger to big glass projects.   As service manager for Western Window Systems, Hayhurst has to think big on a wide range of residential and commercial jobs. But it’s the various positions he’s held during his nearly 20-year career with the company—designer, manufacturer, installer and salesman—that give him a more intimate look into each... more »
  • “Leads are the most expensive thing we generate,” says Neil Sciacca, co-owner and president of New Jersey Siding & Windows. “Your lead costs can make or break you.” The tough part is turning those leads into clients. According to Sciacca, the whole process starts with “a good product, a good reputation and a sales force that believes in both of those.” And... more »
  • For consumers, choosing a frame material is crucial to the window selection process. There are, after all, a lot of options available. It’s the job of the salesperson to find the best fit for the client and application.   Consumers typically choose a frame material based on the benefits it offers. But there is another factor to consider, and that is how the frame material can ease, or... more »
  • A big part of my job is helping local business owners understand how directly they're affected by what might seem like minor changes on the Internet landscape. For example, Google creating a new algorithm probably doesn't sound like a big deal on its face. Those search engine geeks are tweaking something again? So what? Google still looks like Google when I search for something. Why would an... more »
  • Editor’s note: This article is the second in a two-part series. Part one appeared in the March/April 2014 issue on Page 26.   In the March/April issue, I emphasized the importance of using websites to provide information to consumers regarding your company’s products as a means to help protect itself against potential legal action. While there is no promise that an individual... more »
  • Recently I spoke with several successful dealers to glean some sales conversion strategies. I spent a long time talking with Brian Elias, owner of Hansons, which does nearly $60 million in window, door, roofing and siding sales—“in one of the worst markets in the country,” he says: “Detroit.” One of the things that Elias attributes to his success—99... more »
  • I have a call to action for you: Make sure your window and door website has a clear call to action! This is one of the most important aspects of any business website, and yet it's one of the most often ignored. Your website isn't just there to "be there." It's not there to simply provide contact information and link to your manufacturers. It's there to convert visitors into qualified... more »
  • While still a relatively new tactic for marketers, social media advertising is clearly growing in popularity as companies test the waters to determine the return on investment. Results have been mixed, and as with any marketing tactic, it’s always wise to consider your own company’s objectives before launching a new campaign of any kind to decide the best way to spend your budget. How... more »