The Talk

  • Turn Visitors into Customers with a Call to Action

    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 »
  • April 29, 2014
    THE TALK... | Sales & Marketing

    Advertising on Social Media: Is it Right for your Business?

    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. ... more »
  • Out of Biz?!

    I recently ate lunch at a New York City icon:  Union Square Café.  The food, service and ambiance was almost perfect—a considerable feat when you consider the number of great restaurants in Manhattan and its yearly list of failures.  Union Square was Danny Meyer’s first restaurant, opened in 1985, in what is now a universe of Meyer greats in New York and beyond. His ... more »
  • April 15, 2014
    THE TALK...

    What is Your "Specialty"?

    The May issue of Window & Door will feature the inaugural "Top Specialists" list, highlighting dealers and distributors of windows, doors, skylights, sunrooms and related products for the new construction, remodeling and replacement markets. Ranked by sales volume, these companies are indeed true "specialists." They aren't manufacturers; they aren't home improvement ... more »
  • April 8, 2014
    THE TALK...

    What is Your Company Doing to Improve Professionalism in the Industry?

     A window and door dealer that I interviewed the other day said, “We always show up for appointments on time and customers are surprised by that.” The emphasis on the latter half of that sentence is my own: I can’t believe that after a decade of writing about the building industry, of watching home improvement shows, of reading articles and books and talking with ... more »
  • Are You Keeping Pace with Google?

    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 »
  • Tackling Full-Frame Replacements

    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 »
  • Do You Blog?

    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 »
  • March 11, 2014
    THE TALK... | Operations

    Following the Lead

    Like many Americans this year, I am about to take on a home renovation project. And I am both excited and terrified at the prospect.  To ease myself into the remodeling process, I recently attended a local home & garden show, where I was greeted by seemingly thousands of companies: from window dealers to full-scale remodelers to specialty businesses. First on my list: three new ... more »
  • March 4, 2014
    THE TALK... | Operations

    Yes. We install that.

    At Woodland Windows & Doors in Roselle, Ill., affirmation is king. It started in 1969 when founder and patriarch, John Mariotti, said, "Yes, I can sell that," when asked to be the specialty dealer for a national window brand. And it has carried through—literally—to the present day on the side of the company’s 10 trucks.Like a dealer’s showroom, the ... more »