Latest Articles in Strategy Session

  • Demystifying the budget conversation
    Why is it that, when you mention the word budget, homeowners freeze? An otherwise pleasant conversation suddenly comes to a screeching halt as soon as you dare to say “let’s talk about your budget.” The response, more often than not, is crickets. Truth is: homeowners are afraid of being wrong, of overspending or being duped. Not to mention, most are unfamiliar with the products... more »
  • Invest in tools that upsell window performance
    It's crucial for dealers to use the available space to its full potential, all with the sale in mind, according to Window & Door Dealer Days panelists. (Image courtesy of Franklin Window & Door) For window and door dealers, the showroom—its location, layout, design and usefulness—is key to every sale. And, central to any great showroom is its appeal to the customer.... more »
  • Invest in tools that upsell window performance
    A sales technician’s complete sales kit should contain technology that can be used for demonstrations for both sensory and analytical buyers. (Image courtesy of EDTM Inc.) I prefer to battle my competition by selling on features and benefits instead of competing on price alone. Competing on price always ends up in a dreaded race to the bottom; a race I would rather not win (or even... more »
  • Bring your true purpose to light
    Once an organization defines its leadership statements, it’s important to continually reinforce the message. For example, ProVia uses this flyer as a paycheck stuffer to put one of the statements in front of its employees. (Image courtesy of ProVia; pictured: Pam Ott.) My company recently took all of its employees on an eye-opening journey over the past several years. It began in... more »
  • Unlocking the secrets of Yelp
    Superman and Kryptonite. Harry Potter and Voldemort. Your cat and the vacuum cleaner. They’re all natural enemies, just like business owners and Yelp. That’s the common rationale, anyway, and it’s understandable. While not all business owners necessarily hate Yelp, many—including plenty of window and door professionals—would be perfectly happy if America’s... more »
  • How UX is changing how we think about everything
    The UX Honeycomb by Semantic Studios helps formalize the characteristics of a valuable user experience. See more at semanticstudios.com. User Experience—understanding user needs to help create products and services that provide meaningful experiences to customers—has become a big deal to many of today’s leading brands. With the internet as such a powerful means of how... more »
  • Use manufacturers’ marketing materials to tell your story, your way
    There are many marketing tools that manufacturers make available to their dealers. But which is right for you? (Images courtesy of the author.) Many manufacturers offer various marketing materials that dealers can use to their advantage. These often include brochures, technical data, website product samples, color selectors, demo kits, presentation outlines, pitch books, training... more »
  • Social media is not easily categorized as business-to-business or business-to-consumer. So it’s important to note that the different social media channels are not one-size-fits-all, and programs should be built on a scalable model to contract or expand to fit your business goals. With that in mind, let’s take a look at the factors that contribute to social media success. The most... more »
  • Particularly in tough economic times, I’ve seen the brain trust for a window and door business expend an inordinate amount of effort trying to capture new sales and not enough time collecting on the past-due invoices from old ones. For many businesses, even a few late payments on accounts receivable can seriously crimp cash flow. Cash is your company’s lifeblood. Without it, the... more »
  • If you are getting plenty of visitors to your website, but not getting many conversions, there are some simple steps you can take to turn your visitors into customers. Because, at the end of the day, it is not about number of clicks to your website, but the number of leads that are generated. Implementing these eight simple suggestions can increase your window and door leads without spending any... more »