The Talk

  • February 21, 2017
    THE TALK... | Strategies & Practices

    Doritos or Emerald Nuts? Using Verbal and Non-verbal Cues to Improve Business Success

    "Are you a Doritos or an Emerald Nuts commercial?" asked Janine Driver, body language expert, during her keynote address at the 80th Annual Conference for the American Architectural Manufacturers Association, held Feb. 12-15 in Phoenix. Driver explained that a primetime Doritos commercial caused increased brain activity in viewers, while the Emerald Nuts commercial didn't have the ... more »
  • February 14, 2017
    THE TALK... | Materials & Components

    Correcting Consumer Confusion as Vinyl Grows Up

    For more than a little while in the residential window market, consumers have been faced with a choice of wood or vinyl windows. That choice seemed to be clear cut—though generally available at a higher price point, wood windows offer consumers the look, feel and performance they desired in a premium product, while, especially in new construction applications, vinyl windows were always ... more »
  • February 7, 2017
    THE TALK... | Sales & Marketing

    Five Online Marketing Trends

    We all know how important SEO has become for window and door businesses. Homeowners are flocking to the web to do research on companies, products and contractors before they ever make a purchasing decision. Now, mobile devices are rapidly changing the game. In fact, more than 50 percent of all online searches are occurring on a mobile phone. To keep up to speed, the following are five ... more »
  • January 31, 2017
    THE TALK... | Management

    Winter Weather

    Winter was a bit slow coming this year for most of the country. I’m not complaining about the delay, yet I’m reminded of my field days when the cold would finally snap and I’d sigh about the days ahead as I dug out my flannel and long johns.I don’t mind reasonable cold for normal activities and find it even refreshing if I’m not working in it. But installing or ... more »
  • January 24, 2017
    THE TALK... | Operations

    What Dealers Want

    Like many specialty retailers, we have great relationships with several fine window manufacturers who care about their reputation and have taken steps support great products. Several are the most important partners we have in our business.Of course, we are always looking at options and are approached by companies who want our business. We take these opportunities to meet new folks, too, and ... more »
  • January 17, 2017
    THE TALK... | Sales & Marketing

    Five Tips to Pick a Domain Name

    When it comes to successfully marketing your company, your domain name matters—a lot. Domain names have an extraordinary impact all over the internet in regard to click-through rates, search and social media results, referring links, branding and even offline advertising.While changing your domain name will affect SEO and related matters in the short term, if your current domain name ... more »
  • January 10, 2017
    THE TALK... | Operations

    Are Distributorships on the Way Out?

    Several weeks ago, I stumbled upon an old Window & Door article that questioned the end of independent distributors. The article was written in 2004 and our world has greatly changed in the last decade. E-commerce is booming. This gave me pause. Are distributorships on the way out? Fortune recently reported statistics that indicate consumers are now making more than 51 percent of ... more »
  • December 14, 2016
    THE TALK... | Strategies & Practices

    Good Gracious

    It is commonly said that holidays can bring out the worst in people. However, I choose to focus on how the holidays bring out the very best in all of us. With the blessings we said at Thanksgiving behind us and with Hanukkah and Christmas right around the corner, we’re at that magical time of the year where we’re inundated with good cheer and warm, happy feelings.   But why ... more »
  • December 6, 2016
    THE TALK... | Sales & Marketing

    Customer-Focused Selling

    Shopping for windows and doors is rarely defined as a simple process. The options can be daunting, and more often than not, customers leave the process tired and apathetic. This must change to increase the positive referrals that the industry needs to thrive.As discussed in last week’s Talk, the often overwhelming and lengthy pricing process is a big part of the problem. Even though ... more »
  • November 29, 2016
    THE TALK... | Sales & Marketing

    Old School versus Technology

    When it comes to estimating, why not both?
    One of the most important precursors to landing a sale in the window and door industry is providing a good price estimate. Unfortunately, giving any price at all can be a monster feat.When paper-based catalogs are the exclusive pricing tool, salespeople curate at least a basic understanding of how much different elements of a window or door treatment could cost. They’re likely able to ... more »