The Talk

  • November 4, 2014
    THE TALK... | Markets & Trends

    A Taste for the Finer Things

    At trade shows, exhibitors put their best foot forward, displaying the most glamorous options and premium products they have in their lines. Turns out, this isn’t just a wow factor or a foot-in-the-door tactic to lure attendees into their booths. These higher-end products are reportedly seeing an increase in demand, according to exhibitors at the recent AMD Annual Convention and The ... more »
  • October 28, 2014
    THE TALK... | Sales & Marketing

    Making Friends with Yelp

    Yelp has become the default option homeowners check out for third-party reviews. Plus, both Bing and Yahoo Local now pull reviews directly from Yelp, which has greatly expanded its power, making it, by far, the most influential online review platform.It’s safe to say that getting hit by a number of negative reviews—legitimate or otherwise—can be extremely damaging to your ... more »
  • October 21, 2014
    THE TALK... | Operations

    Estimating the Unusual

    In my latest From the Field column, I discuss the challenge of consistently estimating replacement jobs for different home conditions. The practice in our industry is to specify a base rate for a certain type of replacement (insert or full frame, for instance). This assumes reasonably accessible openings and sizes. Add-ons are then identified and bid by a qualified, experienced estimator. The ... more »
  • October 14, 2014
    THE TALK... | Sales & Marketing

    TV Advertising

    In a modern marketing space dominated by short attention spans and immediate gratification, the former king of the advertising castle—the TV commercial—has seemingly been overthrown by a younger, faster medium we all hail as the almighty Internet ad. Couple this transition with the advent of DVRs in the late ’90s and we get a good picture of the hurdles TV ads have been ... more »
  • October 7, 2014
    THE TALK... | Sales & Marketing

    Increase Your Website’s Credibility

    In 2014, homeowners who are interested in window and door services do a lot of online research. And, they’re far more likely to select a dealer that clearly conveys credibility in a variety of ways. Some key ways to do so: Create a clear “About Us” pageThis isn’t the place to merely plop in a couple of brief biographical sentences. Instead, make sure this section ... more »
  • September 30, 2014
    THE TALK... | Sales & Marketing

    Marketing Awareness Month is Every Month

    Did you know that October is National Energy Awareness month? It’s also the month when we bring awareness to issues including breast cancer, AIDS, lupus and CyberSecurity. And on a much less serious note, October is National Book Month, Adopt-A-Shelter-Dog Month, and Vegetarian Awareness Month… and that’s just to name a few of the causes that are recognized, celebrated ... more »
  • September 23, 2014
    THE TALK... | Operations

    There’s More to Replacement Sizing than the Rough Opening

    As I explain in my most recent From the Field column, in new construction, a “rough opening” is specified via the called-out window size and then framed accordingly. For replacement, however, a rough opening that already exists is used to suggest a replacement product frame size. However, that’s not the only dimensional reference.When measuring for full-frame replacement, we ... more »
  • September 17, 2014
    THE TALK...

    Know Your Audience

    For the second week in a row, I find myself surrounded by really smart people. I listened to dealers share their insight at the WDDA Dealers Forum last week, and heard even more ideas being volleyed between professionals at this week’s AAMA Fall Conference. Between the two events, I got high-centered on a recurring theme: industry jargon.The more time you spend in an industry, the more ... more »
  • September 9, 2014
    THE TALK...

    Viva Las Vegas

    When I got my first job offer years ago, one of the biggest upsides in my six-week-old college graduate eyes was the opportunity to travel to Las Vegas, where I could spend my precious days off gambling and soaking up the desert sun. Fast forward through almost a dozen years of trade shows—a fair share of them at the Las Vegas Convention Center—and the allure of the city has ... more »
  • September 2, 2014
    THE TALK...

    The Baby Boomer Customer

    In preparation for the Dealers Forum in Las Vegas next week, I have had the opportunity to work with several leaders in the window and door industry to develop the educational sessions. And I'm excited about the final lineup. This year's forum will address "how tos" for everything from converting website visitors to customers, to lead generation, to improving your sales and marketing ... more »