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© 2018 Copyright Key Media and Research All rights reserved. 
No reproduction of any type without expressed written permission.

Dealer
News
FOCUS ON DEALERS
38
SALES
J.D. Power: Good Salespeople Make
for Happier Customers
M
ore door and window shop-
ping is taking place online,
but fl esh-and-blood sales-
people still have an important role to
play—as long as they make a personal
connection with customers.
According to the recently released
J.D. Power 2017 Windows and Patio
Doors Satisfaction Study, when a
salesperson spends time talking with
a consumer about the qualities of
windows and patio doors, custom-
er satisfaction increases signifi cantly.
However, less than two-thirds (61 per-
cent) of customers indicate that they
spoke with a sales associate at length
about these products.
“Theres a clear connection between
a customer’s level of product knowl-
edge and level of satisfaction,” said Greg
Truex, senior director of the at-home
practice at J.D. Power. “Satisfaction is
crucial because it leads to more recom-
mendations and increased brand loy-
alty, which are important in a $4-bil-
lion-a-year industry.
The study shows that satisfaction
is much higher among customers
who spoke with a sales associate at
length rather than briefl y or not at all
(858 vs. 830, respectively, on a 1,000-
point scale). Additionally, satisfaction
is higher among customers whose
salesperson explained the ordering
process than among those who did
not receive an explanation (853 vs.
813, respectively).
Door & Window Market www.dwmmag.com
EDUCATION
Survey: Only 27 Percent Know
What a Bi-Fold Door Is
A new survey shows that bi-fold door dealers
could be losing out on thousands of potential
sales because customers are searching online for
the wrong product.
Origin, a manufacturer of aluminum bi-fold
doors, conducted a study in which it showed
925 members of the public a picture of a bi-fold
door and asked them to say what kind of door it
was. Only 27 percent of respondents answered
correctly, indicating that almost three quarters
of the public does not know what a bi-fold door is.
With so much research carried out online prior to purchasing an item, it makes sense to ensure that a product is easy
to fi nd. Unfortunately, when customers are unsure of a product’s exact name, they might search for the wrong item.
“Consumers often describe products differently depending on the state, or country, they’re from,” says Joe Halsall,
the marketing director with Origin in Buckinghamshire, England. “It is important for companies to understand the
popularity of terms for their own marketing efforts, as a failure to do so could result in leaving customers behind to
go to your rivals.”
“Folding glass” was the most popular answer on the survey, with 39 percent of respondents. The second-most-pop-
ular answer was “accordion,” which got 31.5 percent of the vote. Probably the biggest surprise of the survey was the
fact that “bi-fold doors” got 27 percent of the response. It’s not a common way to describe the door in the USA, but
the survey suggests it’s growing in popularity. “French” was voted for by 13.7 percent of respondents.
0100 200300 400 500 600 700 800 900 1000
Spoke with sales associate at length 858
Spoke with sales associate briey/not at all 830
Sales associate explained ordering process 853
Sales associate didn’t explain ordering process 813
Satisfaction Study
According to J.D. Power, interaction
is crucial for customer satisfaction.
Source: J.D. Power. Based on 1,000-point scale
for Happier Customers
Origin’s survey shows popular names for bi-fold doors.
Source: Origin

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© 2018 Copyright Key Media and Research All rights reserved. 
No reproduction of any type without expressed written permission.