Latest Articles in Sales & Marketing

  • What changes are coming and how to address them
    Tip When creating content and building an online presence, use natural language that reflects how customers talk about your product in real life. Content that matches buyers’ search terms will rank higher in the search engines. Buyer habits are changing more quickly than ever. There are some shifts beginning to take shape over the course of this year that will play an even bigger role in... more »
  • Claim it, update it, benefit from it
    Google My Business is a free online tool that is super easy to use and can help increase any business’s online marketing performance. Still, many companies have yet to claim their business profile on Google. To put this awesome online marketing tool to work, click here. From this page, users can claim a business and, at the very least, make sure everything on the company’s page is... more »
  • Dealers weigh in; business practices play into the equation
    While brand recognition may play a large role in a best-selling window or door system, the success of products is also partly based on the market a dealer is operating out of, as well as the market they have chosen to sell in, according to members of the Window & Door Dealers Alliance.  Rick Locke of Windows, Doors & More, knows a good system is one that meets customer and project... more »
  • How to get the customers you want when you need them
    It’s common for residential window and door contractors to have uneven business over the course of a year. When it rains, it often pours with added window replacement and repairs. Then, the course changes and, when you need customers, it can take weeks to produce bids and close deals.  The good news is that, with the expanding construction trends and demand for energy efficiency, the... more »
  • How to meet customers where they are
    Online disruption has arrived for almost every industry and market. Many are afraid of what these changes mean to their business, but I believe there is a huge opportunity for those who look at the shifts happening and take advantage of them. Companies in the building materials space that can leverage the shifts we’re seeing in how people want to buy will grow awareness, drive sales and... more »
  • Insights into the dealer segment of the fenestration market
    To better understand the current climate of the window and door dealer sector, The Farnsworth Group, partnered with the Window & Door Dealers Alliance, to conduct a benchmarking study measuring the sales, trade association interest, value propositions, and business confidence of window and door dealers, wholesale dealers, lumber and building material dealers, and window retailers/replacement... more »
  • 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 »