Selling Quality Windows versus Selling Cheaper Windows
10.20.2006 - Rockville, Maryland
The window installation industry is one of the most competitive home service industries. So frequently a sales person is faced with a client who insists that only the cheapest windows are needed for their home. Then the salesperson and company are faced with the dilemma of what is best to do in this situation. Does the salesperson try to sell the value of the quality window and risk losing the client now, or go with the cheaper product and risk damaging their own reputation?
Most professionals in the window industry will agree that a quality window can make a great difference on the outcome and satisfaction of a client. Most homeowners don’t know this. With an excellent set of windows that look and perform great, a company is more likely to get positive word of mouth referrals and repeat business for years to come. On the other hand, a poor quality product can cause negative word of mouth to spread like wild fire over the years and can be very damaging to a company.
Some contractors will take the “high road” and refuse to use a product that is anything less than quality. This approach can be great for customer satisfaction, but in a competitive market, can cause more deals to “go out the window”. Many choose to explain all the options thoroughly to the customer with the plain fore-warning that if you choose the cheaper window, you may see certain unpleasant results. Some choose to ignore the quality and go for the cheaper priced overall deal, just to get the business now. Although, in many cases the truth will reveal itself and the contractor won’t be asked back. Many contractors like Daniel Peterson of Integrity Windows, Siding Roofing and Doors based in Bowie, MD, believe that with a quality product and complete devotion to an overall quality customer experience a company may lose some business in the beginning. However, in the long run the company will have the best chance for overall success through referrals of the best customers.
Is the best business model for a window contractor to focus on quality products and a top notch customer experience? Many would say yes. However, window companies will probably never see a world where the debate of quality versus non-quality doesn’t exist and the price competition will almost certainly always continue. Whatever your business model, if it’s working and it’s ethical, stick to it.
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