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W&D Weekly

February 22, 2017
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The Latest
Consolidation Accelerates in Fenestration

Manufacturers of fenestration products are seeing an open door to an active mergers and acquisitions market, if the last 18 months are a barometer, as the pace of consolidation accelerates. Industry buyers are aggressively competing alongside private equity firms with a number of assets trading hands in recent months. Read More

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Pella Corp. Launches Two New Product Lines
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Product Spotlight
Architect Series Reserve by Pella Corp.
Pella offers the new Architect Series Reserve line in hung, casement and awning windows, and hinged patio doors. The Architect Series Reserve incorporates design elements from historic homes and buildings, including putty glaze profile grilles and sashes, archival butt joinery, engineered vertical through-stile construction, thick sash and grille profiles with authentic sightlines, and wash lugs that turn and tilt to maintain the wash feature of windows.
The Talk

By Bethany Stough

"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 prime-time Doritos commercial caused increased brain activity in viewers, while the Emerald Nuts commercial didn't have the impact. The reason? When evaluating brands, "consumers use emotions over information when making decisions," said Driver. 

Because customers interpret body language and make decisions about you, it's important to understand what you're communicating. Driver says that body language shows up seven seconds before your brain realizes what you're doing—but other people in the room have already noticed.

Driver emphasized the importance of asking your customers questions. If you sense they may be withholding information, intentionally or otherwise, gently let them know you sense there may be something they're not saying. For example, seeing someone shrug their shoulders often communicates an incongruity with what they're saying. 

Don’t make hasty decisions based on your interpretation of a situation, said Driver. If something seems off, ask about it, then WAIT, which stands for "Why Am I Talking?". Stop talking and wait for an explanation.

Another tip for successful communication with customers is when greeting them, face your body toward the person you're shaking hands with. It's easy to accidentally give them the cold shoulder with your body language, according to Driver.

Finally, Driver told those at her presentation that they need to think about body language all the time. It takes awareness and practice to improve what you're saying—and not saying—to customers.

"This industry matters," she said. "Watch how you present yourself to better represent the importance of the industry."

Do you do so consciously? Weigh in on this week’s poll, post a comment and/or email your thoughts on the subject.

Do you consider your body language, or that of others, when communicating with customers?
Yes, body language is something I am aware of.
No, it's not something I focus on.
Not now, but I am interested to learn more about it.
Do You Think Vinyl Still Carries the Stigma of a Cheaper Product?
Over 60 percent of respondents to last week's poll say, "Yes, and we do our best to fight it." Read the Full Results
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