Ways to enter the steel door market

ity accessories for displays will not be disappointed, he adds. "Nothing impresses customers more, and nothing makes a steel door look better, than the finished product complete with a fine entrance handle set. "

Ray advocates the "multiple product" approach of constructing a small "house" featuring siding, roofing. skylights and an entrance area. A well coordinated display in which color scheme, lighting, products and point-of-purchase information (including wall charts) all complement one another works much better than a "hodge-podge" ofdisplays. Plus. it's more cost effective, he adds.

Retailers can benefit from reevaluating the markets they're targeting. Loren stresses. "Retailers consistently overlook the marketing potential of steel doors as replacement products."

Ray agrees. "The industry is not making concerted efforts to replace old front doors or to install lights in existing steel doors," says Ray, who markets to retailers. remodelers and homeowners. "Consequently, retailers are missing some lucrative opportunities. "

Many homeowners have never thought of upgrading their homes with new enlrance doors and aren't aware of how economical such improvements can be, he says. Ray recommends spreading awareness of the advantages through direct mail and print and broadcast ads, and then combining those advertising efforts with demonstration seminars.

"Afternoon staining demonstrations, targeted to remodelers and consumers, allow you to attract both markets simultaneously. Remodelers can meet potential customers and learn how to stain the door, and consumers can have a chance to observe and see the results. It's a win-win situation for retailers because you can sell the product in two ways." he says.

Retailers can take advantage of those seminars to introduce associated products such as patio doors. Promoting a wider range of replacement door options at one time to a large number of people can boost sales, Ray says.

Spending a little extra time to train sales stafi keeping displays clean and well maintained, and giving customers an image of the finished product can make insulated steel doors a valuable part of your business. he concludes.