Professional advice- the key to successful sales of the company. The WINDOW MEDIA portal and the O.K.N.A. Marketing industry center continue the series of publications dedicated to the quality of sales of window structures. This time market participants are presented with the case “How to sell windows”. Portal OKNA MEDIA hopes that the material will be useful to companies and will increase their sales and profits.

How to sell windows correctly - on the example of a real audio recording

To help window companies, the OKNA MEDIA portal and the O.K.N.A Marketing industry center continue a series of publications of training cases using real audio recordings as an example.

Simple at first glance, a dialogue with the client, demonstrates the aerobatics of identifying needs, customer focus and professional competence manager. During the conversation, the consultant easily selects the necessary window equipment and at the same time offers the best option by cost.

An example of a real audio recording from the archive of OKNA MEDIA will help to understand the main mistakes of consultants and the sales scheme, and will allow you to adjust the scheme of communication with the client.

A 100-point wow-consultation is top notch, it makes the client happy and the window company prosperous! The client will definitely order from such a company, and in the future will recommend it to his friends and relatives.

We offer you to listen to examples of wow-consultation and get acquainted with the consultation case.

Listen to the recording

Analysis of the case "How to sell windows correctly"

Criteria for evaluation	Dialogue Examples	Comment and errors	score real/max
Call to the company This criterion evaluates the workload of the company's telephone line	Consultant: Company….Good afternoon! How can I help? How can you be contacted? Client: Good afternoon, I need new windows, can you calculate for me?	The manager immediately answered the call, from the first words he behaves politely and respectfully to the client.	20/20
manner of communication As far as the manager is disposed to communicate with the client - friendly, responsive, ready to help the client solve all his problems. Evaluation occurs throughout the dialogue.	Consultant: Are you replacing old windows or windows in a new building? What does not suit you in the old ones: it's cold, it's blowing, you want something new? Do you have preliminary dimensions so that I can make an accurate calculation?	The manager answers questions in a friendly and affable manner, speaks the same language with the client, accurately and clearly formulates thoughts, does not interrupt the client, is sincerely interested in helping him.	20/20
Competence in goods and services Means a competent and understandable answer to all customer questions about products and services.	Consultant: in the first window, we calculated a stationary opening option, and a shtulp one is also possible - this is a plastic structure in which there is no vertical partition at all, and all the necessary fittings are fixed on the sash.	The manager gives detailed and qualified answers on products and services, informs the client of the information he is interested in, speaks “essentially”, offers various options Based on his needs, he perfectly presents the company and the product, confidently answers all questions. She told about the advantages of a sash window, suggested the function of micro-ventilation, spoke about the brands of fittings and profiles, about the company and about guarantees.	20/20
Identification of needs	The buyer does not always understand which windows to order, therefore, with the help of clarifying questions, the manager must select optimal configuration window.	Maximally identified the needs of all the needs of the client.	20/20
Noisy? What floor and where do we put the windows? Safety.	Client: No, the apartment is located on the 3rd floor. Consultant: Then I will consider you a standard three-chamber profile and a single-chamber double-glazed window.	The client is not disturbed by noise. The apartment is not on the 1st or top floors, so a burglary-resistant window is not needed, except for fittings. The manager proposed a narrow profile system 60 mm with 3 chambers (South) with 1 chamber JV, the optimal price-quality ratio for such a room.
Cold in the apartment? Sunny or shady side?	Client: No, the apartment is warm. The old windows just fell into disrepair. Consultant: Tell me, do the windows face the sunny or shady side? If it is sunny, we can offer you a multifunctional double-glazed window working on the climate control system.	For the sunny side, the manager suggested multifunctional glass, which protects the apartment from overheating in summer, and does not release heat outside in winter and does not require the installation of an air conditioner.
Do you need child protection for windows?	Consultant: Tell me, would you be interested in considering the handle on the window with a child lock? You said that you have a child, if necessary, the key can be turned and the child will not be able to open the window.	The client mentioned that he has a small child. The manager offered a handle with a lock
Additional accessories	Consultant: Do you need mosquito nets?	The manager offers the client all the necessary window accessories to make the client feel comfortable.
Do you need additional features on the windows for the convenience of opening people with disabilities?	Consultant: We have the ability to adjust the window handle in height, this option is necessary if people with disabilities live in the house, tell me if you need this?	Offered a special option for shifting handles for people with disabilities
Calculation Detail In addition to the total amount of the turnkey order, the client must provide detailed information.	Client: May I know how much everything costs separately? Consultant: Yes, of course, I can tell you now the details of your order or send you an email where everything will be detailed according to the articles. If you have any questions, you can contact me and I will explain everything.	The consultant provided full details of the calculation for individual positions order.	7/7
Accurate sizing	Consultant: Sash height 1490 width 1460, right? Tell me the house is brick or panel? Window sills, if we take 350 mm, will it be enough?.... Name the dimensions ...	The manager made a calculation according to the exact size of the client, asked clarifying questions.	5/5
Customer orientation When the manager, in the selection of equipment and cost, focuses on the needs of the client as much as possible	Client: Do you provide a guarantee? Consultant: Yes, we provide a guarantee for all types of our work and for the product and installation and fittings. If you have any doubts, you can visit our production, we conduct a tour of the factory. Where the head of production introduces all customers to the technology of manufacturing windows. We also have a system of cumulative discounts, as well as a social card.	The consultant listens carefully to the client, communicates in a calm, unobtrusive manner, explains how to solve the customer's problems, gives reasoned arguments in favor of his product and company, acts as an adviser, the client is comfortable communicating with him.	3/3
Order settlement time	Calculation during the dialogue with pauses for calculation no more than 1-3 minutes.		5/5
Total score		Maximum score	100/100

*record taken from the archives of OKNA MEDIA

The quality of sales is an important component of the window business. More than 90% of window orders are made after talking on the phone. The client does not need a dry calculation - the client needs his windows.

Every window company manager sooner or later he asks himself the question: "How to attract customers to the windows." In this article, we will try to answer it. It's probably not a secret for anyone that if the market in which you work is growing, then you don't need much effort for sales. Another thing is when the market for plastic windows catastrophically rolls into the abyss during a crisis. What to do in this case?

We have the answer to this question! In the market of plastic windows there is one direction that grows every year and grows even during the crisis doubling, and in some regions of Russia and tripling volumes. This direction is Painting PVC windows by ENAMERU technology. For this today this direction is a godsend for an experienced leader!

Given the fact that there are a huge number of companies on the window market that are ready to manufacture and install PVC plastic windows, the number of customers in such companies is not sufficient to receive a normal income. Each leader must understand that not only his salary and the salary of the working staff, but also the existence of the company in principle depends on the actions that he will perform.

Every day you need to carry out work that will help increase the flow of potential customers. Activities that increase the chances of attracting customers to windows include the following:

A loud statement about the existence of a window company by advertising it in various resources: in newspapers, on bulletin boards, in in social networks etc. Printed information pasted around the city and information in in electronic format hosted on the World Wide Web. Thus, it will be possible to inform social groups different ages and different professions.

Gathering feedback on the work of the company, as well as their demonstration. For example, you can ask those customers who have already used the services of the company to talk about their experience on camera. Potential customers will have much more confidence in the presence of such a video archive than the unfounded promises of the company's employees.

The introduction of bonus incentives for those customers who bring new ones to the company, and with those the window company will make a deal. This kind of incentive will benefit both customers and the company.

But the company "StroyHaus" can loudly declare a large number of customers, thanks to the excellent performance of work and quality materials. "StroyHaus" can provide a service for painting pvc plastic windows: both new profiles and already installed plastic profiles. Working in tandem with FEYKO RU, StroyHaus creates for apartments, country houses, offices and public spaces.

Painting plastic windows at the customer's home will be an excellent solution for those who do not plan to make repairs and are not ready for destructive processes in the form of dismantling plastic structures. When painting pvc plastic windows, windows are not removed from their rightful places, so the wallpaper, slopes and external cladding of the building will remain intact.

Feiko's paint is comparable in strength to the strength of pvc plastic profiles. Therefore, by painting plastic structures, we extend their service life by at least 10 years. The components of the paint contribute to the preservation of the color in its original form, and also prevent the formation of scratches, cracks.

As soon as you think change your old windows to more modern plastic structures, you will encounter one firm or another. Modern firms that are engaged in this conduct a kind of hunting, hanging bait in the form of advertisements on the entrances, or throwing the same advertisements into the mailboxes of potential customers.

In order not to fall for the hook of an inexperienced firm, you need to know some of the facts that they use to attract customers.

The first trick is low cost

This is the most effective bait, which almost 70% of future buyers peck at. Beneath it lie two negative situations which, on closer examination, will reveal negative side this seemingly positive feature.

1. Some people, relying on the honesty of companies that sell and install cheap windows, justify them by saying that this is a new company, and it is trying to attract more buyers due to low cost.

Maybe this is so, but cheapness in large cases is achieved due to lower quality components: fittings, profiles and seals. And this, as you know, will affect the service life and quality of the entire window structure. So do not rush to buy at a lower price.

2. In the second case, the cheapness of plastic windows can magically change when the measurer arrives. And here such firms have several excuses. Allegedly, the telephonist girl is inexperienced and did not calculate any elements or did not include VAT in the price.

In this case, nothing obliges you to the company, and you have the right to refuse their services. For them, the main thing is to catch on to the client and sign you up for a measurement, and there, perhaps, the measurer will persuade you to place an order.

Tip - take your time and demand an accurate calculation when calling, taking into account your size.

Trick two - discount

Window companies are quite inventive in providing various seats. Whatever names they come up with: night, seasonal and even final, which take place several times a year.

But, in fact, the price with discounts practically does not change, well, if only a little. And this is done, as many people know, according to a previously worked out scheme - the price is artificially inflated and reduced by including discounts. And don't be surprised if your neighbor's price for installed windows is cheaper without discounts.

Tip - take your time, call several companies and compare prices.

Trick three - freebies and gifts

Installers in the struggle for the client use this trick. Various combs and even sometimes can offer also allegedly as a gift, mosquitoes and free shipping- Here standard set gifts. But remember that this will not affect the cost of the window in any way.

Of course, if as a gift you are offered something more substantial - a phone or a set of dishes, this is of course pleasant for everyone, but let this factor not have a major influence on the choice of the installer.

Advice - weigh all the pros and cons, sometimes due to the gifts provided, companies overestimate the prices for windows or installation.

Trick four - free measurements

This is one of the true tricks that firms use to attract customers. But keep in mind - all companies provide such a service for free.

The fifth trick is a guarantee

Many telephonists proudly assure customers that their windows are guaranteed for up to 40 years. Here they are very cunning. Of course, good German plastic, with proper care, will last as long, but fittings and seals will last a maximum of 15 years.

Advice - do not pay much attention to this. Ask about the warranty period for installation, it should be at least 3 years.

Trick six - a quality profile

“Our windows are so expensive, that's why they are made in Germany” - this is the main argument to the question about expensive products. This is completely wrong, the main profile suppliers (VEKA, KBE, REHAU) have long built their representative offices in Russia. But do not worry about the quality, it is up to the mark. That's just these names are used by firms sellers, inflating the price.

The seventh trick - profitable timing

Often, clients are assigned more favorable time periods than other firms. And here there is a small snag - this is usually not prescribed in the contract. That's when the company, having picked up customers, begins by hook or by crook to extend the installation time.

All you have to do is grind your teeth. After all, the first installment has already been paid, and if you turn to another company, you will lose it, and it’s not a fact that they will also complete all the work on time.

In conclusion, I can add - do not rush to choose, because no one is chasing you, and the number of companies selling and installing windows gives you a chance to choose a more reliable company.

Preparing for a large-scale renovation in an apartment or small transformations of a home, many begin to study advertising offers in newspapers, magazines, websites, and even leaflets from the mailbox, which at other times only cause irritation. What advertising gimmicks do door, window, stretch ceiling, etc. companies use to get a customer, and what to pay attention to in order not to be deceived in their expectations?
Consider the most typical options.

1. Minimum price

Undoubtedly, one of the main parameters that a potential buyer is interested in is the price. Therefore, the rule is widely applied in the market of building goods and services: if you want to attract attention, make a better offer than a competitor. However, if the price seems too low, you need to study the text of the advertisement in detail. Maybe there is a word "from ..."? Formally, the seller is honest: the company's assortment may contain economy-class goods that are inexpensive. But they are far from suitable for everyone, because they are made of simpler materials and unpretentious in design, and the door or furniture you need belongs to a different price category.

2. All inclusive?

Sometimes, in order to attract customers, the advertisement indicates the price only for the product itself, and the costs of delivery, installation and other necessary operations are ignored. One example is advertising window companies. In the text of the leaflet, only the price for the window block is mentioned, and the cost of fittings, slopes, window sills, installation and dismantling is silent. After the company manager calculates the full cost of installing a turnkey window for you, you find that the estimated discount is a small part of the final order amount. Similarly, they can offer you a cheap door leaf, without emphasizing that you pay only for it, and not for the entire set with a box and trim (not to mention fittings, the cost of which can be more than half of the cost of the door). The main thing here is to “hook” the client so that he calls or goes to the store.

3. Half price

“Half-price” today offers a variety of goods, but in order to avoid disappointment, everything should not be taken literally: carefully read the explanatory text and figure out what the coveted 50% refers to. Perhaps the promotion applies to door fittings when buying a door or to a window block when installing windows. In some cases, the discount applies only to certain models, in others it is valid for an additional order (for example, for front door, ordered in addition to interior, or on a stretch ceiling in the third room), and so on. In the case of more expensive purchases, a 50 percent down payment with further installments may even be implied.

Nevertheless, it is quite possible to “catch a stock” and make a profitable purchase, just do not take wishful thinking and carefully analyze the information.

4. Fight for your attention

International corporations are investing millions in the development of advertising creative. Of course, small companies selling interior doors or finishing materials, do not have such opportunities, but they also ask themselves the question: how to ensure that a potential customer notices exactly their ad in a newspaper or magazine and honors at least one look at the leaflet found in the mailbox. Among verbal ways attraction, undoubtedly, the headlines “promotion”, “discount”, “sale” are in the lead, all kinds of “liquidations” (“liquidation of the warehouse”, “liquidation of last year’s collection”, etc.)

But sometimes other methods are used. For example, a discount coupon can proudly be called "Receipt for benefits" and even have a semblance of details of a payment document, flyer- begin with the word "Notice" or, according to design, resemble an invoice for paying for housing. Such papers involuntarily attract the eye, although after a disappointed recipient they can easily be thrown into the trash.

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How to understand the abundance of information, choosing from all the offers the best in terms of price, quality and level of service? This is possible if you take the initiative in your own hands and, without relying on luck, conduct research on a subject of interest to you.

"Correct" sales of plastic windows

If you have reached this page, then most likely you are either a marketer for a window company, or commercial or CEO , or her owner! We have created this page of our website just for you.

How to sell your product in a crisis? This is a question that worries every leader today. Let's analyze what happens to the markets in a crisis! Always, in any crisis, there are falling markets, stagnating and growing. If your product is in a growing market - What a score, you just continue to work on the way you worked and make a profit. The PVC window market is a declining market. This needs to be adjusted, but how?

Imagine that you own a sportswear store and for several years you have been actively selling sports shoes and fitness clothing. But then the crisis came, people were fired and their ability to go to fitness clubs changed. People began to spend more active classes on the street. This is not an assumption - it is a fact, in 2015 demand (import) increased according to the TNVED code 6201910000, Jackets (including ski), windbreakers, men's windbreakers. The conclusion suggests itself - since this product group is growing, then you need to sell it.

The same is true for PVC plastic windows. Today, sales using ENAMERU technology are actively gaining momentum. Height more than three times compared to 2014. Coloring is practically no different from lamination, but it has a number of undeniable advantages!

This is described in detail in different sections of our portal. This portal is for all buyers of PVC plastic windows learned about coloring according to ENAMERU technology, and when they decided to order plastic windows, they would contact the companies that manufacture them. All these companies, and there are more than 1500 of them, are listed on our website. Your company may be among them!

	Lamination of PVC windows - application of PVC film on a plastic profile: 2. Qualitatively 3. Color for different types of wood 4. Protective film is thin, may be damaged 5. Impossible to restore on site
	Painting PVC windows - applying special paint to plastic profiles: 1. 1.5 times cheaper than lamination 2. Qualitatively 3. Solid color 4. The protective film is thick, damage is excluded 5. It is possible to restore at the installation site

The recipe for increasing sales of plastic windows today is simple. Use painted windows in sales, the market of which is growing rapidly today and sales growth is guaranteed to you!

Read no further - this is SEO text! Better get acquainted with our offer, namely, how it is profitable to replace the lamination of plastic windows with painting and win over competitors in the window market! Go to the "Partners" section.

Speaking about the specifics of the work of a manager, it should be noted that in the process of communication between an employee of a window company and a potential customer, it is the employee of the company who is pursuing the goal increase sales of PVC windows and, accordingly, increase the income of the company that manufactures and installs plastic windows, as well as increase their wages. The key concept in this case is active sales of PVC windows.

Firstly, large-scale advertising in various resources can be a great start for a new window company. With the advent modern technologies more and more new horizons are opening up, which make it possible to inform all groups of the population about the services of a newly emerged company for the manufacture and installation of PVC plastic windows.

For example, placing information on the Internet. This is also possible in social networks, which are visited daily by millions of users of the World Wide Web, on virtual bulletin boards, whose visitors are people who are looking for specific goods and services. It is also relevant to create your own window company website, which will contain all the information related to the range, pricing policy, special offers, exclusive services and working staff.

Surely someone will say that in the spring everything comes to life, people come out of hibernation and begin to improve their homes. Whether this is really so is not known, but the fact remains that almost all window companies are puzzled by a problem called " How to increase sales of plastic windows in winter?»

It is probably not a secret that a decrease in turnover leads to an inevitable decrease in the income of a window company, a sharp decrease in wages personnel, and, accordingly, to the desire of employees to find more high paying job. To prevent this from happening, experienced leaders organize special PVC windows sales trainings, the main issues of which are “How to increase sales of PVC windows in winter? ” and “How to attract customers to the windows? ".

With regard to these two aspects of the window business, they have common features, such as the need to increase sales of the products offered. There is an urgent need for window sales techniques that would encourage greater turnover. For example, there are several ways:

1. Special offers and promotions that may interest customers and attract them precisely to this company. For example, managers announced that customers who invite new customers to their company will receive a bonus in the form of a discount, an additional option, or free service.
2. The ability to install windows not only where the customer planned, but throughout the premises on loyal terms. That is, a measurement specialist immediately at the facility (in the customer’s apartment or house) should strongly recommend the service of replacing all plastic structures at once, arguing that it is expedient to perform this kind of work together.

But the most relevant moment in terms of how to increase window sales in winter, is such a thing as giving the client the right to non-instant payment. After celebrating winter events, many cannot afford to install pvc plastic windows. This is due to the tense financial situation at the beginning of the year, spending money on gifts and organizing holidays, etc.