Latest Articles in Strategies & Practices

  • 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 »
  • Doors—ornate and everyday, metal and wood—are what Steves & Sons has been all about for 147 years. The Texas-based company’s reputation was earned in part by staying abreast of the latest manufacturing technology. Yet it found itself last year paying for damaged delivery claims despite its meticulous packaging procedures. So the company turned to technology again, this time... more »
  • Today’s Internet-savvy consumers make having great online reviews for your business an absolute necessity. Many people won’t even bother with a window and door business that doesn’t have several strong reviews on sites such as Angie’s List, Google or Yelp. Obviously, it’s bad to have negative online reviews on your business; but it’s actually just as bad to... more »
  • At my company, we work with a lot of window and door businesses, and I make a point of telling my clients that an online marketing campaign can never be static. It has to be dynamic; it has to evolve based upon sudden changes at Google, the new ways people are accessing online information, and so on.     The online world works fast — faster than we could have imagined. That's how... more »
  • During a replacement installation, the installer is likely the only trade on the job, and he or she controls the quality of the finished project. But the existing condition of the structure, fenestration or components can limit installers’ ability to do their job properly if conditions won’t accommodate good installation practices. To make matters worse, industry instructions for many... more »
  • My wife grew up learning to cook under her mom’s mentorship. She followed recipes, starting with the basics, before tackling more challenging dishes. Today, she rarely uses a recipe, and believe me I am never disappointed.    On occasion, if Jenn wants to take on an unfamiliar dish, she’ll reach for a favorite cookbook and follow a recipe. This prepares her for what to... more »
  • I recently read “How to Promote Your Blog Content: 40+ Experts Share Marketing Tips.” A common theme among respondents regarding the success of a blog is the importance of relationship building. As social media expert Carol Lynne Rivera puts it, “[You] need to be involved in getting to know people–other bloggers and business people, commenters, subscribers, Twitter and... more »