Latest Articles in Strategies & Practices

  • A good sales strategy takes advantage of each phase in the sales cycle. But how do you get consumers interested in your product in the first place? The upcoming spring home shows offer a plethora of buyers who are actively seeking. You may already have a great product and a well-designed booth for your local show, both of which are necessary to attract the buyer’s eye. But another key to... more »
  • Many manufacturers offer various marketing materials that dealers can use to their advantage. These often include brochures, technical data, product samples, color selectors, demo kits, presentation outlines, pitch books, training opportunities and wearables. But, as a dealer, what do you need for an effective product presentation? It’s important to build a program that speaks to what your... more »
  • Marketing is what you make of it. At its best, it is a way of demonstrating that you care about your customers and about alleviating their pain points. Marketing can also communicate comparative advantages. Good marketing closes the sale. But you have to reach customers where they are. And, to win consistent business, you need to do more than just compete on price. You have to sell them on you.... more »
  •     Click the infographic for a larger image. Most business owners agree that having a great website and overall presence online helps generate leads and grow sales. Most also agree that their company’s website is one of their most valuable marketing assets. But many do not have an online marketing strategy. Instead of jumping from tactic to tactic and trend to trend,... more »
  • Happy New Year and welcome back to your weekly news source for everything windows and doors. Window & Door magazine and its member network, the Window & Door Dealers Alliance enter 2016 with some new plans to connect our audience and members with the people, products, information and innovation that will make this year a success. For one, you can expect to see new authors and topics in... more »
  • Historically, the holiday season is uphill for generating window replacement business. Consumer attention, time and money are targeted toward travel, holiday events and gifts. In addition to the slow down for sales during this time, installers are also left with little to do. This plays into the employ versus contract conversation, discussed in a previous Talk this year as well as at Window... more »
  • How do you get your employees to live your mission statement? Creating a culture of respect among your staff—respect for you, for each other, and for their colleagues in other departments—will naturally evolve into a deeper respect for your company and, thus, your mission. This often occurs organically in smaller companies where a natural symbiosis develops among staff due in no small... more »
  • The October/November issue of Window & Door magazine announced the companies recognized as the 2015 Dealers of the Year. The awards program, sponsored by the WDDA, is designed not only to recognize dealers for excellence in various categories, but also to provide insight on their success. Here are five proven strategies our Dealers of the Year put into practice that you can adapt for your own... more »
  • “Two eight five two, six over six, seven eighths muntins, four and nine jamb, with three and a half flat casing… four times.” This is what I said to Mary as she typed in the estimate—without skipping a beat. While this dialogue would be foreign to anyone outside of the fenestration industry, I bet it made perfect sense to most of you. Not only is dimensional accuracy... more »
  • Questions about replacing windows where new construction would require Emergency Escape and Rescue Openings are common. While a recent column discussed new provisions for replacement windows in the 2015 International Codes, it did not address all possible scenarios. EEROs are required in all basements and sleeping rooms below the fourth floor of single family homes, townhouses and apartment... more »