February 16, 2011 | Vol 6, Num 7
W&D Weekly, Delivering the Fenestration Industry to Your Desktop
Click here to read articles from the latest issue of Window & Door magazine.


Vented sidelites from
Therma Tru

 





 

The Latest...

TruStile Acquires Woodharbor Doors

Denver-based TruStile Doors LLC has entered into a definitive agreement to purchase the door division...read more


After the Credits, Hope Remains

After having a festive wrap-up to last year, the window and door industry suffered a bit of a hangover in January...read more


WDMA Unveils 2011 Policy Agenda
Covering such areas as energy conservation, building codes, building safety, housing, taxes and trade, the Window & Door Manufacturers Association has released...read more

Crystal Adds Glass Cutting Line
Crystal Window & Door Systems has increased production capacity with the recent addition of a second glass cutting line...read more

Looking for the Industry's Innovators

Once again, Window & Door will be honoring the industry's innovators with our 2011 Crystal Achievement Awards to be presented in the September issue.  Submit your nominations by April 15...read more


The Outside View...


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The Talk...

e-Poll
Are legal suits targeting aggressive sales tactics having an impact on home improvement dealers' marketing strategies?
Yes
Not yet, but they probably will.
No


If poll form doesn't work in your email, Click Here.

Christina Lewellen, senior editor of Window & Door

News emerged recently that Penguin Windows, one of the largest home improvement companies in the country and a past Window & Door Dealer of the Year, swiftly and unexpectedly closed down its corporate headquarters and drastically downsized its operations. A company official attributed the move to market weakness, according to at least one local press report, but it's hard not to think the legal issues the company faced were at least a contributing factor.

Last year, Penguin settled a complaint with the Washington State Attorney General's Office. Penguin had been accused of misrepresenting its products, making false claims about the energy savings customers would achieve, and misleading consumers into thinking that the in-home appointments they set up with Penguin were something other than sales calls. While the company admitted no wrong-doing, it agreed to tone down its marketing approach.

Years ago, when I interviewed company executives for the Dealer of the Year profile, Penguin was described as aggressive in its sales approach, but the leadership asserted that cost-conscious customers benefited from its high-volume business model and systematic approach to installation. Whether you agree with Penguin's aggressive sales approach or not, do you think the company's story will have an impact on how other window and door dealers decide to go to market?  Will some companies back off from more aggressive sales tactics? 

Please take a moment to vote in my poll this week and let me know if you're changing your ways or if you think other dealers are.  Are changes driven by legal concerns or do other methods simply work better with homeowners today?  Post a comment or send me an email if you'd like to share what you're seeing. 

Continuing Conversations...

"Should We Look at Home Star Again?"

This week’s poll results, and most the comments received, confirms the industry’s skepticism...read more

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