One Simple Phrase
by TARA TAFFERA
Did you notice the changes yet in DWM magazine? As you continue
flipping through the magazine you will find a few changes—some subtle
design changes and others that are more pronounced.
We have more content aimed at dealers and distributors—this is all based
on your feedback. You can now find this information grouped together for
easy reference. The dealer and distributor section begins on page
46. But that doesn’t mean this is the only part of the magazine targeted
toward dealers, and it doesn’t mean manufacturers can’t find valuable
information there as well. Be sure to read the entire issue. For example,
the feature on page
46 talks about how to sell energy-efficient doors and windows and
the one on page
50 details how to target remodelers. And don’t forget to look to page
54 which focuses on one dealer who took some unorthodox approaches
that paid off in terms of growth. I could go on but you get the idea.
The article on selling was particularly interesting as I was able to talk
to window companies to learn their very different ways of targeting the
consumer. One conversation in particular resonated very loudly with me
and it came from Steve Rennekamp, president of Energy Swing Windows and
Doors in Murrysville, Pa.
“We sell relationships,” he told me. “For most people once they get the
job they move on. We don’t’ do that. We work extra hard at defining expectations
and following through. There are fewer people looking to buy but the people
who are looking are checking out companies more than ever and that is
good for companies like us. We do what we say. We do things from a follow
up perspective that most won’t do.”
We do what we say. Such an easy concept but one that many don’t follow.
We all know companies throw around sayings and write ad copy, and many
times don’t follow through with those promises. What Rennekamp said plays
off what Joe Calloway, author of “Becoming a Category of One,” told an
industry group earlier this year when he served as the keynote speaker.
He talked about how Southwest Airlines was so successful for this very
reason: they do what they say and they define expectations.
Do you do what you say? How can you work toward being a Category of One?
As usual, I welcome your thoughts on these and other issues. Email me
© Copyright 2012 Key Communications Inc. All rights reserved.
No reproduction of any type without expressed written permission.