Wood door & window sales tips

f OOKING for ways to increase I-./your profits from wood door and window sales? Here are some recommendations from Simpson Door Co.: fl lI o Study your buyers - Just who is your customer? Is it the builder, the architect. the remodeler or the homeowner? All of the above? Tnro in on your ideal customer profile and begin to build a list of what that customer would look for in a wood door. You can do this through informal surveys, tracking actual sales patterns, or conducting focus grouPs with a few typical buyers to see what makes them tick. What are their price, quality and service needs? Market research is a key to knowing which sales approach will work best.

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Ga Know your products (and the competition) - The more familiar you are with what you're trYing to sell, the more confidence Your customers will have in you. Make sure employees are up to sPeed as well'

Most manufacturers offer a variety of training materials and opportunities, from videos to plant tours. The more your sales force knows, the more enthusiastic (and persuasive) they will be. Establish yourself as an expert on wood panel doors, and buyers will doors and windows positioned in more "real life" settings, surrounded by moulding, etc. A showroom also provides the perfect opportunity to merchandise hinges, hardware, sills, weatherstrip systems and other accessories.

4 o Foltow the leads - Many manufacturers run national and regional ad campaigns that generate thousands of responses. Trade shows and publicity produce additional inquiries. Manufacturers regularly supply their dealers with inquiries received from their particular region. Such a qualified list of potential customers makes the selling process that much easier. E look to you first when they need answers.

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QJo Display to win - While catalog sales are great for some products, when it comes to doors and windows, most people like to be able to see how they look first hand. Especially with entry doors, there is a certain depth that cannot be conveyed in a brochure.

As a result, more and more dealers are turning to in-store displays. Not just racks of unfinished productsthese are sophisticated displays that often hold fully operational, finished doors and windows that allow customers to open and close them and see how they feel. Showrooms are increasingly popular as well, with

Uo Hct clinics - Set up a time when customers can come in and learn about the installation, care and finishing of wood doors and windows. Often, manufacturers will be willing to join you in such an effort. Customers may be hesitant to buy a wood door because they are uncertain about hanging, staining, painting, erc. A clinic provides not only the opportunity to increase door sales, but also a chance to sell the hardware and finishing products as well. And it reflects positively on your company's involvement with the building communiry.

As with any product, increasing profis from wood door and window sales takes creative thinking and strategizing. But with the virtually unlimited potential, the rewards can be well worth the efforl

Story at a Glance

Steps to hike sales of wood windows & doors research is as important as executlon.

TTIMFER..eXports,,frqul,,Brozil have I. iisen.isteadtly .foi.:tr+o dCCades;; But, cuibed,,byi,fac,tors: such sS ::an i nternati onal, fear, of,,dOfcrestationr heighteneU,.b,*.imagei. ot',oaufe ianchl ers slashing,.,.,and, b,Uftrlug, Ambton rainforests;i expOrtS:,are: expected: to: decrease thi$.lf3ani:ili::l:i:iii::i:i:i:i:i:i:i:ir:r:::r.i.ii:iririrrrrrr:i:i::r:r:r:r:::i:l.r.::.:i:.:i:r:i:i

A s re c e n tn,* .i.i.e$i'ililttriei.i..enrd.,.,..o.{.,.,t.H.e. I 960s, forestry :$nas:,,4lt,i.but..iig11ored:.:,inr Brazil. Wood export$..i $,lealty.:.,Abn*,. sisted of ubou, tt0:,,:ffiillisniil:wor$,:l:of Parana pine, with refofestationi,.,$cdviit ty limited to less than 30,000ilhndtaro*, (one hectare = 2.471acres).

The scenario has changed Signin'. cantly. Today reforestation "ou"is"',an area of approximately 6 million hectares. Revenues in 1994 surpassed $11 billion, including nearly $2.9 billion in timber exports. Brazilian producers of sawn lumber, veneer, plywood, fiberboard, particleboard, pulp and paper will invest $10 billion over the next five years.

In 1973, the small number of producers were using only two species for manufacturing plywood. Now there about 350 small- and mediumsized plywood companies utilizing 10 different species.

In 1973, fewer than l0 species were being exported as sawn lumber. Today there are more than 85, with about 50 species having volumes higher than 1,000 cu. meters per year.

The two main species, ever-#1