Latest Articles in Sales & Marketing

  • How understanding your client’s window and door can land the sale
    Window and door dealers are a product-focused bunch—and why wouldn’t we be? Manufacturer training and new innovative products are important parts of our world. We have to know how products will perform, compare and behave. However, this focus can lead us astray, causing us to ask the wrong questions at crucial times. One recent concept I read, from the book “The Innovator’... more »
  • I’ve written it many times before, but it bears repeating: you can’t take advantage of everything online marketing can do for you if you don’t have great content on your website. Content is foundational to attracting website traffic, converting visitors into leads as well as achieving top-quality SEO that ranks your site above local competition. When was the last time you took a... more »
  • Identify the client and tailor your message
    Bonus: Online Learning Opportunity | The Window & Door Dealers Alliance partnered with Madeleine MacRae to produce timely webinars designed to respond to window and door dealers’ top challenges. These sessions are free to members but all dealers are eligible to attend. Email kgregg@glass.org for information on how to register. Not long ago, I was on a call with a potential client... more »
  • For more than a decade, search engine optimization has been the headline topic for businesses trying to boost their website rankings. But the SEO techniques that worked 15 years ago do not work now, and many of them can actually diminish organic search rankings on major search engines (such as Google). Those window and door websites that still employ outdated SEO practices are really just placing... more »
  • Not long ago, I was on a call with a potential client who was lamenting the fact that he didn’t have enough leads in his business. “Once I get in front of them, we can close the sale,” he told me. “But getting in front of them—that is the issue.” Some variation on that theme is one of the three most consistent complaints I hear about growing businesses. Getting... more »
  • Do you have a leads problem or a leads leak?
    Many business owners and managers seek my help to create more sales leads. While lead generation, marketing messages and advertising can all be super tough nuts to crack, the problem may not always be on the generation side of the subject. Before spending a ton of time, money and effort fixing a “leads problem,” it’s important to make 1,000 percent sure your team is making the... more »
  • Social media trends to put into practice
    Social media challenges for businesses in 2018 will include the continuing decline of unpaid, organic reach; keeping pace with social network innovation; and validating the worth of existing strategies, says James Mulvey, senior social media strategist, Hootsuite. Here are five trends to implement in 2018, according to Amber Naslund, senior director, industry leadership, Hootsuite.  1.... more »
  • Can pay-per-click ads affect organic search results?
    Pay-per-click advertising campaigns—in particular, Google’s PPC ads—offer a lot of benefits to window and door retailers. Many love the cost-effectiveness, as well as how PPC ads display the company prominently at the top of search engine results pages. The fact that PPC advertisers can tweak ad copy on the fly and make it go live almost immediately is also a plus. But a... more »
  • Improve your organic search results in 2018
    Regular readers know I remain a strong proponent of doing everything possible to make your window and door website rank as highly as possible in organic (unpaid) local search results. While pay-per-click advertising and other internet marketing techniques have gained traction in recent years, local businesses still get the bulk of online lead generation, conversions and revenue from ranking... more »
  • Recently, an employee of one of the Window & Door Dealers Alliance member companies received the following email message: Hi. I would like to know if you have 59.5 in. x 47.5 in. Right-Hand Sliding Low-E Argon Glass Vinyl Windows In Stock ?If Not Can It be Ordered ? I will like to know the price and will make payment with my Credit Card.Please advise so we can proceed.Have a nice day. Regards... more »