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W&D Weekly

February 3, 2016
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The Latest
The New Direction: Environmental Product Declarations

A new Window Product Category Rule was recently created through the joint effort of AAMA, IGMA, GANA and WDMA. This PCR is the guide for developing an Environmental Product Declaration, which is the manufacturer’s detailed statement of the environmental impact of its product. With the rapid growth of the green building market, Environmental Product Declarations are likely to become essential to the ability to thrive in this industry. Read More


More News
Jeld-Wen Acquires Second Australian Manufacturer
C.R. Laurence Australia Acquires Glass and Glazing Hardware
Altamont Sells Cascade Windows
Frank Lowe Names Brian Atkin President
Product Spotlight
LaCantina Doors Puts a New Spin on Vinyl

LaCantina’s new vinyl folding system brings high-quality contemporary styling to the vinyl door market. Designed to appeal to the needs of a broader market, LaCantina’s vinyl system performs well in all environments, matches popular vinyl window packages and is the ideal solution for home renovations and new construction.
Featuring contemporary styling, a narrow 2 15/16” stile and rail profile, exclusive new hardware package and standard dual-glazed Lo-E glass, LaCantina Vinyl is available in standard and custom sizes up to 8’ tall and 18’ wide.

The Talk

By Welton Hong

Marketing is what you make of it. At its best, it is a way of demonstrating that you care about your customers and about alleviating their pain points. Marketing can also communicate comparative advantages.

Good marketing closes the sale. But you have to reach customers where they are. And, to win consistent business, you need to do more than just compete on price. You have to sell them on you.

Imagine a potential customer visits many different websites and leaves an email at several of them to schedule consultations. Consider using the following tactics for a follow up.

The day before the appointment, send an email that confirms the free consultation. Tell your client who will be visiting and include a picture. Use the same message to share testimonials from satisfied customers and a link to a landing page with even more testimonials.

The day after the appointment, send an email that thanks them for the consultation appointment. In this communication, you may ask for feedback, offer to set up installation, and share before and after pictures from satisfied customers.

Two days after the appointment, send a message that offers to set up installation times and share good reviews from Yelp and Angie’s list. Wait a few more days to reach out with more information and special offers on installation.

At every stage in the process, you’re alleviating a possible pain point for your customers, anticipating their needs, and sharing more about the process, people and products. Best yet, you are reaching your window and door customers where they are. Ultimately, this kind of email marketing can help you improve your digital handshake.

Do you use email to its full advantage? Take this week’s poll, post a comment and/or send a comment.

Is email marketing a part of your plan?
We have an email strategy like the above that helps to close sales.
We have a different email strategy than the above that helps to close sales.
Our email marketing campaign was not very successful.
We have yet to implement an email marketing plan.
We are not interested in using email as a marketing tool.

What do you think is the big story in the window and door industry this year?
Nearly half of respondents to last week's poll think that energy efficiency is the big story this year. Read the Full Results

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