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W&D Weekly
September 17, 2014
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And the Winner is...

Window & Door is pleased to announce its 2014 Crystal Achievement Award winners. Selected by a panel of judges representing all segments of the industry, the awards recognize significant innovations and achievements in window and door technology, manufacturing and marketing. Read more…



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NGA / WDDA Announces New Chairman of the Board
Phil Steklenski Joins Simpson Door
Unique Home Designs and Meshtec Market New Line of Security Products
Austrian Window and Door Manufacturer Gaulhofer Opens First North American Location
The Talk

By Emily Thompson

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 you speak, and even think, in terms of its specific language. Spend just one day with AAMA members and notice how many acronyms start seeping into casual conversation. Fair enough—as astute professionals, it’s completely necessary to carry on this coded banter with fellow discerning colleagues. It serves a purpose when all are playing the same sport.  

But, when jargon starts leaking into conversations with customers is where industry speak starts to take a southern turn. What’s worse is that we often don’t even realize we’re using technical terms. And, it’s a huge challenge to sell the specifics of a product without defaulting to how we see it from the inside.

While it absolutely takes a lot of self-editing to get back to a basic level, that’s where dealers need to meet their customers. The key is to communicate the benefits of a product in terms of the customer.  The majority of consumers aren’t really interested in what it is. They want to know what it does, and how it makes life easier/better.

Like so many things in life, it comes down to this: know your audience. While that’s the heart of it, there is a chasm between two approaches—to teach your customer the terms or to sell them in more accessible language. And that leads us to this week’s poll question...

Do you use industry jargon in marketing pieces and sales pitches?
Yes, with the expectation that customers have done their research.
Yes, I use the proper/industry terms, but do my best to explain what they are.
No, I use simple descriptions of the products and leave out the tech talk almost completely.
HmmmÖ Iíve never even thought about the jargon I use.
The Outside View
Consumer Reports Puts Replacement Windows to the Test
Dealers Share Tips for How to Stay in Front of Customers
From the Road to GlassBuild

Recent Introductions

Altitude Window Series from Royal Building Products

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