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W&D Weekly
August 8, 2018
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Improving Safety Culture
With much of the industry discussion centering on the shortage of qualified labor that plagues both the manufacturing and construction sectors of the industry, a common theme revolves around changing the general perception of the work we do. Read More
Workforce Development Series: Share your story
The next installment of Window & Door's Workforce Development series will cover using headhunters and recruiters to find employees, the complexities of non-competes and the sensitive subject of poaching. If you have a story to tell, or helpful resolutions to share, please email Bethany Stough, managing editor, at As we recognize the sensitivity of this subject matter, all industry names and companies will be kept anonymous. Email our Editors
More News
Detering Company Buys Weatherford Door & Window
WDMA Launches New Podcast, WDMA Open & Close
Vinylmax Achieves Over 2 Million Safety Hours
A.W. Hasting Names J. Keenan Burns President
EnduroShield to Debut New Machine at GlassBuild America
Chelsea to Showcase Window and Door Systems at GlassBuild America 2018
Product Spotlight
Edgetherm® 3600 hot-melt butyl sealant

Edgetherm® 3600 hot melt butyl sealant for insulating glass (IG) units is an active, single-part hot melt butyl sealant that offers superior performance, productivity and durability over comparable technologies for IG. It’s formulated with i-Boost™, an exclusive new technology from adhesive company Bostik, making it easy to produce more robust and durable units at the highest application speeds, with no curing time and the shortest skinning time on the market. Find out more at Glassbuild America booth #1427 or at

The Talk

By Madeleine MacRae

Do you know where any particular client enters into your sales funnel? Are they at the bottom, moments away from a buying decision? Or are they further up the funnel, where they are gathering data and information in order to make a go/no go decision for their project?

Understanding where your buyer is when they enter your sales funnel is critical for two reasons. First, it creates a powerful marketing machine that converts clients into buyers. And, it sets appropriate expectations and cadences for your sales process.

Leads that are colder require more education and information for them to feel ready to make a buying decision. The emphasis here is on the word feel—when homeowners are making decisions to beautify and improve their homes, they are not basing their choice in logic. They make an emotionally driven decision that needs to feel good to them.

Enter the popular concept of content marketing. Providing education to consumers may seem like a natural part of what we do. However, going back to where your clients are in the sales funnel, it’s not just about being conscious of how you create the educational elements that you provide, but also how you decide what pieces to provide when. Read More

Editor’s Note: Window and door dealers are invited to join Madeleine MacRae at Window & Door Dealer Day, held Sept. 13, 2018 at the Encore at Wynn. The author will participate as a moderator for a group discussion about marketing as will additionally present a general session, The Truth about Trial and Error. Register here.

Monthly Reader Poll

Monthly Poll: Poaching 

With the labor market as competitive as we’ve seen since the bubble, we’re hearing more and more chatter about the practice of poaching to fill all kinds of positions, from the executive-level and sales ranks to the factory floor workers and in-the-field installers. Window & Door will take a look into this controversial reality and its effects on the fenestration industry in an upcoming issue. We want to hear from those that have been affected—for better or worse—by aggressive recruiting and poaching. Weigh in on this month’s poll and email us with your thoughts on the subject. 

Has your company been on the bitter end of an employee-poaching situation? 

Has your company been on the bitter end of an employee-poaching situation?






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