Meet Your 2015 Dealers of the Year

Sponsored by the Window and Door Dealers Alliance
Introduction by Emily Kay Thompson; winner profiles by Stacey Freed
October 28, 2015
FEATURE ARTICLE | Strategies & Practices


B.M. Windows, San Diego, Calif.

Michal Bohm and his staff outside B.M. headquarters.

When Michal Bohm began B.M. Windows in 2007, he needed his 15 years of industry knowledge—from studying German window technologies in Munich to installing windows and doing project management, design and sales in California—to weather the impending recession. “It was a tough first year with a lot of competition,” he says, “but we set ourselves apart with exceptional customer service.”

Quick Stats

Michal Bohm, owner

2014 Sales volume
$1.5 million


Most important to Bohm was that the company differentiate itself by not using high pressure sales tactics. His method is to educate customers about replacement windows, “from design and configuration, type of window, level of energy efficiency, ordering, measuring, installing and warranty,” he says.

Knowledge-Based Selling

In an interview on “Monday Morning Radio,” sponsored by Businessing magazine, Bohm told Dean Rotbart that his company’s website is “built to educate potential customers, not to sell the product.” Bohm invested the bulk of his marketing dollars in website design to make sure the company comes up at the top of organic search results.

Employees are trained in safety and customer service and are professional and detail-oriented.

The most popular page on the site, which brings in 90 percent of the company’s leads, is the “Replacement Home Windows Buying Guide.” It’s purely for educational purposes. Bohm told Rothbart in the interview that consumers can learn about the window-buying process and may even choose to buy from another company—and Bohm’s all right with that.

The Customer Speaks

Secrets to Success

  • Bad news travels further than good news—make sure every detail of every job is done right the first time.
  • Educate customers about windows instead of selling them products.
  • Be honest and upfront; apologize when something goes wrong.

Educating consumers has helped to build trust and, when a prospect chooses B.M. Windows, “they are treated like family,” Bohm says. Employees, who are trained in safety and customer service—keeping the home clean, preventing dust, acknowledging and fixing mistakes—are professional and detail-oriented. “Nothing is too small,” says manager Jim Chitlik. “If something gets stuck in a track and a window won’t close, for example, Michal or I will be the first ones out there. My name is out there. The company name is out there and we know that bad news travels further than good news. Michal and I make sure every detail of every job is done right the first time.”

But the number one thing Bohm thinks customers respond to is the company’s honesty. “We are up front and honest about everything,” he says. “If something goes wrong, we apologize and fix it.”

Once a job is completed and the payment processed, the company sends thank-you cards and asks customers to post feedback on social media, the website, Facebook, Yelp, and/or Angie’s List (where the company received a Super Service Award). “We’re doing something right because about 25 to 30 percent of customers like to post reviews,” Bohm says.

B.M. Windows president and founder Michal Bohm works hard at following up with customers with thank-you notes and asks for referrals. (All images courtesy of B.M. Windows.)

Most of the comments are similar to what Ek W. from Encinatas, Calif., writes on the website testimonials page, “[Bohm] was prompt, courteous, direct, and a joy to do business with. His quotes were easy to understand. His product demonstration was thorough and gave us great confidence in his product. The installation happened exactly when he said it would and took exactly as long as he said it would. His crew was extremely clean, courteous and professional in every way.”