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W&D Weekly
March 2, 2016
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The Latest
U.S. Window and Door Sales to Increase in 2016

Window sales could increase by 7.9 percent to $11.5 billion during 2016 and door sales could increase by 5.5 percent to $15.0 billion. Unit sales are expected to increase to 91 million windows and 120 million doors this year, according to a recent report from Catalina Research. Read More

 
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More News
Royal Building Products' Window and Door Division to be Sold to OpenGate Capital
 
National Glass Association and Glass Magazine Launch WorldofGlassMap.com
 
Jeld-Wen Partners with U.S. Lumber
 
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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 Jim Snyder

A good sales strategy takes advantage of each phase in the sales cycle. But how do you get consumers interested in your product in the first place? The upcoming spring home shows offer a plethora of buyers. You may already have a great product and a well-designed booth for your local show, both of which are necessary to attract the buyer’s eye. But another key to tradeshow marketing is in knowing what to say when potential customers walk into your booth.

Your buyers will form a first impression of you and your product within seconds, so it’s crucial to be well-prepared. How quickly can you list the top selling points of your product or identify how your product meets the needs of most consumers? What’s your hook?

This is a perfect opportunity to use your elevator speech. Your elevator speech is a short, persuasive speech that will spark the interest of a potential buyer. It should be a quick, simple, 30-second description of how your company and your product will make their lives better. You should be able to describe the benefits of your product in a short trip up an elevator.

Don’t wait until the morning of the show to figure out how to say it. Practice it now. Share it with all who will be manning your booth so you’re delivering a clear, consistent message. Practice it in the mirror and on your family and friends. Memorize it, but practice delivering it with sincerity.

How do you feel about the elevator speech? Have any insight on developing one? Post your tips in the comments section, weigh in on this week’s poll and/or send me your thoughts on the subject.
How's your elevator speech?
I could deliver it to anyone who walked into my booth today.
I'm pretty comfortable with it, but need some practice.
I know what I want to say, but I'm not sure how I should say it.
I really haven't thought about it.
 

Has your website been hacked?
While the majority of respondents to last week’s poll reported their websites have not been hacked, only 27 percent have measures in place to prevent it from happening. Read the Full Results

 
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