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The Merchant Magazine ments, a retailer must have a staff able to serve both equally. They must be able to counsel a d-i-yer in self installation information or recommend an installer as easily as they can cooperate with a contractor or architect in helping his client to select the specified products.

Although many dealers choose to be stocking dealers with a small custom shop to assemble special orders, this is not essential, according to Jack Ullrich, manager of sales promotion at Andersen Corp. A dealer can stock "what you see" and "be a partner with his distributor," he says. This is often better economically because it avoids a large inventory. The dealer who lets his distributor back him up can sometimes be more competitive.

About 650/o of the windows sold are for remodeling or replacement. New houses and commercial developments account for the rest. Door sales, too, tilt in favor of replacement.

ERCHANDISE their dreams. lUl That's the answer of a veteran window and door merchandising man when asked how a home center or lumber yard can best compete with the specialty doors-or-windowsonly merchandiser.

He explained that a dealer can successfully merchandise upscale although his customers may not be able to afford or use the high end products. "Show them a quality divided lite patio door with round top even if they want only a basic patio door," he recommends. "They'll be encouraged to buy the best they can afford."

The retailer who wants to be perceived as an authority offering quality merchandise, expert service and advice should be concentrating on four points.

First, he must dedicate space for displays. A special shop within the store with distinctive signing is the beginning. Amenities such as carpeting, plants and dramatic lighting are pluses. Windows and doors should be displayed as if they are actually installed in a house. Shoppers should be able to visualize the completed installation as well as actually operate the products. Opening, closing, looking or walking through capability is important.

Next, the display must be reinforced by a specially trained staff that knows all there is to know about windows. These sales people must be able to answer questions and provide information on style and size as well as insulation technology, such as low-E glass, and energy efficiency. Many dealers send the staffto one of the special training schools offered by manufacturers.

A staffed counter or answer booth complete with lots of take home literature, pictures and catalogs is the third essential. This center is often the customer's first stop. It also is helpful in holding his interest if the sales people are occupied with other customers. Selling doors and windows requires staff. These products are not serve-yourself-and-carry-tothe-cash-register items.

Although buy-it-yourself customers outnumber do-it-yourself buyers in most door and window depart-

Advertising, the fourth essential, "should romance the product," Ullrich points out, while establishing the dealer as an authority. Shoppers, who like to consider themselves knowledgeable and selective, are attracted to stores they perceive as superior and informed. Ullrich recommends that dealers join in a group to use co-op advertising supported by the manufacturer and distributor. While this may focus on the product more than the store, it reinforces the image of being a specialist.

Story at a Glance

Four essentials for building door & window sales... ways to help customer perceive you as a specialist how to save money on inventory and advertising.

Newspaper, magazine, radio and tv advertising as well as home show participation have been successful for many dealers. Banners, truckload sales, parking lot sales and clinics also bring results.

However you do it, remember "customers like to dream." and your store can fullhll those dreams.

1Q UPPLYING doors and windows

9 for the building and remodeling of commercial properties can be the ideal market for retailers. A few retail dealers have recently sold windows to such diverse new businesses as a day care center, a recreation facility for seniors, a two-story office complex, a bank and a funeral home.

Manufacturers also recognize the potential, as Velux-America pushes for the use of roof windows in remodeling offices, and Marvin Windows promotes its products in the renovation of historical buildings.

Story at a Glance

How to sell doors and windows to commercial proiects with fast action submit bids in buyer's market extras to beat the competition like wide selection, installation, and a special catalog.