Latest Articles in Sales & Marketing

  • As we roll into the new year, here’s a question I’ve pondered recently: what kind of window and door market will we see emerge after some significant consolidation throughout 2018? Just a year ago, following a flurry of 2017 mergers and acquisitions, Window & Door forecasted 2018 to be an “open door” for some increased activity. “Consolidation in the fragmented... more »
  • The 10 commandments of home show success
    When we take time to plan for the future, we set ourselves up to get a leg up on our competition. There are a few places in the home retail sales business where future planning can save big bucks. Home shows are one of them. Home shows can be a great source of leads, can help increase local brand awareness with both homeowners and fellow home professionals, and can even be a source of camaraderie... more »
  • Three keys to higher local search rankings
    The path to the top of local search rankings used to be so much easier—professionally written content wasn’t a necessity. And, frankly, content didn’t even really need to be all that great. Getting ranked in local search was as simple as posting copy packed with a ton of keywords about a particular industry, plus some images and a few videos showing off inventory. Until it wasn... more »
  • Do you know where any particular client enters into your sales funnel? Are they at the bottom, moments away from a buying decision? Or are they further up the funnel, where they are gathering data and information in order to make a go/no go decision for their project? Understanding where your buyer is when they enter your sales funnel is critical for two reasons. First, it creates a powerful... more »
  • One path to success is trial and error
    Editor’s Note: As part of a series of online learning opportunities for window and door dealers, Madeleine MacRae and The Window & Door Dealers Alliance will host a brand new webinar next Tuesday, Nov. 6 at 2 p.m. EST. Click here to watch a video preview of the webinar, Systems Make Sales: How to Grow Your Sales Team and Help Them Make More Sales, and ... more »
  • In his book “When,” Daniel Pink discusses the importance of timing events from the matter of their substance, or the what. Whether the timing is good or bad depends on one’s awareness of the current surroundings, and on a perspective gleaned from experience and instigated by an instinct for future risk. That’s it—easy. From this perch, let’s come down and apply... more »
  • In the early stages of any industry, innovation is active. The winners are those who tightly integrate design, production, sales and marketing. Take the auto industry as an example: because the products (cars) were not quite good enough and needed constant improvement, proprietary integration allowed leaders to create better and more reliable vehicles. After some decades, owners could rely on... more »
  • I realize that, as fenestration dealers and manufacturers, you are not in the business of writing headlines, but in the business of providing excellent window and door products and services. Regardless, in this digital age, all businesses must focus strongly on how they market themselves online. While many companies choose to delegate the responsibility of website content creation to a staff... more »
  • Many companies rely on the expertise of internet marketing agencies for ad development, placement and intellectual property right protection. But, as recent experience with Facebook and “tailored” content has illustrated, internet advertising can also present a Wild West for the digital frontier. Window and door companies using digital ad agencies must exercise caution. Advertisements... more »
  • Three tips for keeping customers at the center of the sale
    Save the Date: September 13Encore at Wynn | Las Vegas Join WDDA for live training and networking opportunities Dealers: Don’t miss the opportunity to build on the principles and foundations discussed here by joining your peers and business growth strategists live on September 13 in Las Vegas. Hosted by the WDDA, Window & Door Dealer Day provides an opportunity for owners and top... more »