Great Lakes Window^® Answers the Call
Helping Dealers Make Sales Despite the Do Not Call Registry

TOLEDO, OH, 2006 – With the onset of the Federal Trade Commission’s National Do Not Call (DNC) Registry and the impact it has had on telemarketing, many replacement window and patio door dealers have struggled to generate leads for new remodeling projects. To help its nationwide network of dealers and distributors overcome this obstacle, Great Lakes Window has developed a series of innovative selling and online tools, designed to educate homeowners about its product offerings and identify qualified leads.    

“It definitely used to be easier,” says Scot Hayes from New York Sash, a dealer of the Great Lakes Window UniFrame^® window and door brand, located in Whitesboro, NY. “Telemarketing was the most effective way for us to uncover potential opportunities and eventually close sales. We’re a relatively small business and don’t have the resources to create high powered marketing initiatives. With the DNC restrictions in place, we have had to become more creative with our marketing efforts.

“Having a presence at home shows, marketing to past customers and utilizing our showroom has helped to fill some of the void created by the DNC policy.” Hayes adds that this different style of marketing has helped to improve the quality of his leads because customers have an opportunity to see the product and speak to a company representative prior to making an appointment.  The personal communication has helped New York Sash’s closing numbers reach record levels over the past year.

Research has shown that the greatest single challenge faced by dealers and distributors is related to generating leads. Due in part to the DNC restriction, lead costs have increased dramatically over that past few years. In fact, the average cost of a single lead has grown from $191.50 in 2003 to $219.77 (Replacement Contractor, September, 2005). Now, more so than ever, it is imperative that manufacturers play a larger role in helping dealers and distributors find new lead sources.

As an industry-leading manufacturer of all-vinyl custom replacement windows and patio doors, Great Lakes Window has taken strides toward developing new and innovative ways to partner with their dealers and distributors on new lead generation techniques despite the DNC policy.

“One of our primary goals at Great Lakes Window is to provide a solid foundation for our customers’ businesses,” says Ralph Pfeiffer, director – marketing for Great Lakes Window. “To achieve this, we leverage the quality of our products with a strong, multi-layered marketing support program that’s designed to reflect positively on our dealers and distributors businesses – before, during and after the sale.”

Online Support

In 2005, Great Lakes Window launched www.greatlakeswindow.com, where homeowners have instant access to an overview of replacement window styles, features and benefits. Additionally, the manufacturer launched new Web sites to support its individual product lines – PlyGem Lifestyles^TM, Seabrooke^TM and the GrandView^TM series. To access these sites, homeowners, dealers and distributors alike can visit www.plygemwindow.com, www.seabrookeswindows.com and www.gvwindows.com respectively. Information about UniFrame^® windows and patio doors, the premium brand from Great Lakes Window, still can be found at www.uniframewindow.com. Each of the brand Web sites contains a zip code driven dealer locator, which provides dealers and distributors with referrals from homeowners seeking their services.

Direct Mail Program

As part of a new and unique lead generation support offering, Great Lakes Window has partnered with Quantummail.com on a customizable direct mail program for dealer outreach to homeowners in specific markets. By logging onto brand-specific Web sites, dealers of the UniFrame, PlyGem Lifestyles, GrandView and Seabrooke lines have the opportunity to complete direct mailings to introduce their company to homeowners and explain how Great Lakes Window products can enhance a home’s appearance and increase the overall value of a home. Brand-specific jumbo size postcards for trade show handouts and imprintable door hangers are two other Quantummail.com options that Great Lakes Window dealers can access for their own use.

In-Hand Sales Tools

Along with comprehensive support literature for each of the individual brand lines, dealers and distributors can demonstrate the features and benefits of Great Lakes Window products with attache cases containing light kits and corner cuts, as well as portable window samples.

Training and Support Program

The latest addition to the dealer support tool box is the Seize the Lead customer sales training program presented by Great Lakes Window in partnership with nationally renowned home improvement sales trainers. This innovative training initiative is designed to educate dealer and distributor sales forces, giving them every opportunity to leverage their businesses and separate themselves from the competition. The basic elements include:

• a sales and owners training program
• a sales manual and presentation script
• an in-home sales DVD script
• additional sales training DVD’s
• a canvassing manual

Future Challenges

For most replacement window and patio door dealers and distributors, leads are – and will continue to be – a great challenge. “It’s true that the DNC registry has limited our customers’ abilities to obtain new business contacts,” Pfeiffer says. “However, research has told us that there are many venues for lead source generation – such as direct mail, online resources, door-to-door canvassing and more – that are proven to be very effective.

“As a financially responsible manufacturer, we feel it’s our job to develop, refine and make these lead-generating tools available to our dealer and distributor partners so that they may continue to reach out to inquiring homeowners and meet their business goals.”  

About Great Lakes Window

Great Lakes Window, headquartered in Toledo, Ohio, has been custom manufacturing vinyl custom replacement windows and patio doors since 1981. Great Lakes Window markets its products to a nationwide network of dealers under the UniFrame^®, PlyGem Lifestyles^TM, Seabrooke^TM and Bayshore^TM brand names and distribution channels with the GrandView^TM series. The company has earned a reputation for continuous innovation, dedication to quality and commitment to energy-efficient products – including double and triple glazed window and door units with Low-E and gas-filling – across the full range of window styles. For more information about products by Great Lakes Window, visit www.greatlakeswindow.com.