Marketing Strategies for the Double Glazing Industry by The Glazing Guru

The End Of The Glazing Guru Manual?

2008-10-01T08:12:00.000-07:00

If you have placed an order for your Glazing Guru manual within the last few days, please be aware that it is currently being re-printed to include the bonus "100 Ways to Sell " ... all within one larger manual. ALL orders should be delivered by this coming weekend.

I'm going to drift off topic for a moment because of the news within the last week of the looming recession and how that can affect businesses of all sizes and industries.

I have advised my clients to do this exercise one evening this week in preparation of what has to be one of the worst situations ever to face small business in decades ... people shopping for only the essentials for months to come, or possibly years.

I tell you this now because most double glazing business owners are "fire-fighters" and "problem solvers" and that means they lack skill in a special talent which is PROBLEM AVOIDANCE.

You probably went into business to make more money, have more time to spend with your family, afford a nice house, drive a luxury car and retire to a sunny climate when you sell your business. Your business is not just a business, it's attached to your goals in life, it's your passion, it's your income and understandably you are nervous right now as to how, if the worst came to the worst and you lost your business within the next year you would recover.

I want you to re-write your goals this week:-

1. Where you see yourself in 2 years from now?
2. What will your bank balance look like?
3. How you see yourself spending your time ?
4. What do you do each day to receive your income?
5. Where is your business now?

I've seen so many recent business owners with their heads in their hands, grasping at ANY job that comes their way, abandoning all profit margins JUST to keep busy and finding that the consumer is now LOOKING for problems with everything you do.

This week, I need to warn you that the writing is on the wall, either your future is with your business, in which case you need to have the strongest marketing plan of ALL your competitors OR maybe you should look to set up a "Plan B" and check out some options to provide extra income streams. Those that do this NOW will prosper while others sit back and watch their business slip from under them.

Create or disintegrate .. your choice pal!

The Glazing Guru

The Glazing Guru
Marketing Strategies for the Double Glazing Industry

Why Don't You Call Me?

2008-09-16T13:10:00.000-07:00

Date: Tuesday 16th September

Why Don't You Call Me?

Believe it or not, as you guys get quieter, business consultants get busier and busier, but the crazy thing is when things go quiet ..the last thing that most companies do is ... take some action!

Here are my suggestions from what has been the appalling display over the last two weeks of what the vast majority of you ARE ACTUALLY NOT DOING to avert closing the doors this winter:-

1.Excuses. Find any excuse to send a communication about ANYTHING to your customers, the only condition is .. you do it right NOW!

It can be a mailing, email, phone call, anything, but action it IMMEDIATELY!

Sure you'll send your customer something when you have your new brochure, a special deal, the latest gizmo, but right NOW you cannot afford NOT to communicate with your customers.

2. Postcards. They are cheap, quick and an easy way to keep YOUR COMPANY in the minds of your customer, send them a postcard with a compelling offer.

3. Phone. Clear one hour and phone 10 customers, do not try to SELL them anything, tell them you are calling to thank them for their custom and see how they are. Expect at least two of them to SPEND money with after getting over the shock.

4. Unexpected Gift. Send you ten top customers an unexpected GIFT ..just because YOU care about them!

5. Referrals. Remember that the goldmine that exists in the relationship you have with your customers is not just about them re-purchasing from you. If each customer recommended you and brought in two new customers, you would probably never have to do any traditional marketing ever again.

A sobering thought for you .. the worst is yet to come. Take note of ALL the Glazing Guru says, it could save your business this year.

Create or disintegrate .. your choice pal!

The Glazing Guru

The Glazing Guru

Marketing Strategies for the Double Glazing Industry

Efficiency, Productivity, Time

2008-09-01T08:10:00.000-07:00

Yet another set of redundancies, another set of doom and gloom figures on the high street, wagons parked up in the yard and half full deliveries and we enter month 9 of 12 in the year that launched the Glazing Guru Manual over 9 months ago.

The manual will only be on sale for another few weeks, in fact until the 30th of September at it's current price then it will return to it's original price of £97.

I speak to small business owners all the time, every day of the week and I see what they spend their time on .. and in the main they spend their time on NON REVENUE PRODUCING TASKS. They spend far too much of their day trying to run their business on their mobile phone, they insist on not out sourcing tasks, or training their sales staff every week on what is working and what isn't and despite all consultant's best efforts, most are doomed this winter to oblivion.

For those that are willing to listen, there are three key areas that can be responsible for large sums of wasted money. If you evaluate each of these areas individually you can quickly identify which of them is costing you money. Make sure your team members know what is expected of them as a minimum each week .. your survival DEPENDS On it:-

1. Analyze each are separately.
2. Clearly spell out what is expected of team members in each area.
3. Reward those who meet and exceed goals.
Efficiency, Productivity, Time .. your survival DEPENDS on them.

THE Glazing Guru Manual - get yours today www.glazingguru.co.uk

Create or disintegrate .. your choice pal!

The Glazing Guru

The Glazing Guru
Marketing Strategies for the Double Glazing Industry

Ask For The Order Damn It!

2008-08-23T04:04:00.000-07:00

I've been on yet another Sales Training event over the last few days and if I hear over and over again the number one mistake Sales people make is that THEY DO NOT ASK FOR THE ORDER.

Fear of rejection is one thing, losing a sale in these hard times is another. Do you think for one minute that people do not still want to move house, have new sofas, new clothes, the latest TV or a new conservatory to show off to their friends BECAUSE of the economic climate? Absolutely not! The emotions and dreams do not change JUST because the interest rates bite harder, people have always bought on emotions and they always will.

The justification is always with logic but emotion represents 88% of most purchasing decisions and if your sales teams are not ASKING for the ORDER you are leaving money on the table. Tap into the emotions of the market place right now, what is the PAIN people are feeling, then FIND A SOLUTION and watch your sales soar. Ask yourself how your customers are going to FEEL when they see YOUR offer for the first time.

1. Emphasize how YOUR product or service will have a POSITIVE impact in their lives and SHOW them their return on investment

2. Focus on the EMOTIONAL benefits of the product.

3. Spell out the benefits

4. Ask EMOTIONALLY FOCUSED questions

The problem with harder economic climates is that the ATMOSPHERE will paint a different picture for your visitors if your staff FEEL low in confidence, appear to feeling the doom and gloom and guess what happens MORE FREQUENTLY ?

They FORGET to ASK for the order!

Create or disintegrate .. your choice pal!

The Glazing Guru

The Glazing Guru

Marketing Strategies for the Double Glazing Industry

Get Google Ads for FREE!

2008-08-10T08:02:00.000-07:00

Date: Monday 11th August 2008

Dominate the Internet for Nothing!

Sometimes when it seems you are up against the eight ball every week, you know the sort of thing, the phone only rings with sticking door hinges, broken down sealed units and leaking roofs, the delivery arrives two days late and the customer wants to cancel. Added to all those negatives is your area manager wanting more sales please to keep his bonus up and it leaves you gasping for some relief.

Well, I'm sorry but they don't live in your world, and quite frankly they do not care. Do you know what your suppliers, your head office or your bank should be doing right now? Supporting you! You need more marketing from THEM to get targeted customers through YOUR DOOR.

Alas they will not of course, they are too worried themselves about their own dropping turnover and the pendulum swing back to retail sales from the new build market that has kept the factories ticking over, albeit on a lower margin but when it's frame count you want, those new build contracts have been flooding in without any effort, until of course they stopped building because of the housing crisis.

So what is left for you guys? Well there are several things you can try out for free using the internet.

I've added my name to this guys email list and I'm quite impressed with SOME of the items he comes up with, I think he might be trying a little too hard to be Dean Hunt ( known in the internet world as Buzz Marketing ) but none the less he has some positive things to say and do amongst some other posts that seem a little off topic, however check out the Blog for some good FREE ideas :-

http://www.renegadeconservatoryguy.co.uk/

Then bang them into action with a Google campaign with a brand new concept called Get Google Ads for free.

Get Google Ads For Free

Perhaps get some of your staff out with a video camera filming your installations and if possible a customer testimonial or two and then post it to YOU TUBE. People love all this stuff right now and I would money on the fact your competitors are NOT doing this, which means it's another first for The Glazing Guru.

"It's a job that's never started that takes the longest
to finish. "

It's a Buyer Market Mate

2008-08-03T05:16:00.000-07:00

How many times do you think you are going to here those words in the next 12 months, 24 months or even 36 months?

Bearing in mind the last housing recession lasted 4 years and was only beginning to show signs of recovery in 1994 when the average house price was a mere £ 62,500.

When the market conditions swing towards the power of the consumer, you will find that unless you have a targeted loyal customer base that you will be hearing the words, "It's a BUYERS market" more and more frequently.

With the news about Anglian grabbing my attention this week, do not think for one moment that there will simply be more business for you if they disappear, they owe too much money for it to be an Anglian problem, it's a bank and investors problem and they usually find a way through.

So what can you do to stop being part of a price war?

Well one idea that springs to mind is do something different from your competitors and sell your own product line or at least an exclusive line.
The tendency in the Double Glazing world is for the vast majority to sell the same profiles, glass units and roofing systems. You buy all the same trims, fixings, silicone and cleaners. Think about making sure you look different to the others. There is nothing wrong in creating your own brand name for an existing profile. Perhaps you could modify the way in which YOU install it?
Think outside the box a little and you will side step the headline problem while your competitors batten down the hatches and start a price war.

1, Develop and find something no one else is offering.
2. Look at what you are doing now, develop you unique selling point.
3, Develop this idea with yoru suppliers, find a unique angle for your niche.

Create or disintegrate .. your choice pal!

The Glazing Guru

The Glazing Guru

Marketing Strategies for the Double Glazing Industry

Do You Keep Your Options Open?

2008-07-27T03:45:00.000-07:00

Do You Keep Your Options Open?

If every double glazing business owner knew the definition of the term opportunity cost they would be up at the crack of dawn and go to bed at dusk. If you waste every pound you ever made - you could get every one back again - if you waste even a minute of your life, you will never get another shot at it.

Most business owners I meet spend their day doing things that really will not bring them long-term wealth or long-term business success. They run their business on a show string budget, they usually master all things that need to get done themselves to save paying someone else to do it.

A true business owner knows how to invest, rather than simply spend their time. If you KNEW what to do in this economy right now, you wouldn't be reading this.

Train Your Teams in Sales

It is absolutely no use whatsoever if one sales person is saying one thing and another is saying completely the opposite. Your business will only ever be as good as your employees, and most importantly, your front line, the salespeople. Get them to read books, manuals and watch DVD's - even if they have been selling for years. If it costs money, then remember it is an INVESTMENT in YOUR business.

1. Think of training as an investment, not a cost.

2. Get the salespeople to brief you on what they have learned, this way you know they have paid attention.

3. Get training yourself so you know where the best information is available from.

4. Get a Glazing Guru Manual (I might pull them from the shelves at any time I feel like emigrating to Spain) -- only joking.

THE Glazing Guru Manual - get yours today www.glazingguru.co.uk

Create or disintegrate .. your choice pal!

The Glazing Guru

The Glazing Guru

Marketing Strategies for the Double Glazing Industry

Who Wants a Piece of the Action?

2008-07-16T10:15:00.000-07:00

You Cannot Be Serious Man!

How would classify a disastrous business year? No customers through the door? Turnover down on last year? Rising fuel prices creating havoc with your overheads?

All of the above are signs of the current economic climate, not disasters and with a well thought out marketing plan, can still be overcome.

You see disaster is when 85% of your business was Rover car parts just as Longbridge closed. There is a significant difference!

I've see record numbers joining our mailings this week, a sign of the times? Comfort seeking? You won't find EITHER here because the signs have been there for over six months and you are still wondering what to do?

OK, yet another golden nugget from the Glazing Guru manual, which at one tip per week will take around three years to complete, but never mind .. I can tell you are a patient lot, business must be better than my moles tell me. You see even the BIG GUNS are missing their targets and their marketing is the strongest .. so how does the little guy win? Marketing Strategies, that's how.

Get you referral marketing working on overdrive this week ... this is the most powerful generator in the world. It is even more important these days than ever before. People who "spread the word" are cheap, effective and the best source of advertising you will ever get.

If someone recommends YOUR company, you have an EXCEPTIONAL chance of being the only one selected.

If done right, you will be the only company local people recommend and you will be guaranteed a huge share of the market based on that alone. This can ONLY be achieved by exceptional value and service, but you should enhance it with a special referral programme.

Reward people to introduce their friend with a free offer, or a discount off next purchase, money/ voucher, or a simple thank you. The key is not taking referrals for granted but rewarding those that do.

Remember under promise --- over deliver! always.

THE Glazing Guru Manual - get yours today www.glazingguru.co.uk

Create or disintegrate .. your choice pal!

The Glazing Guru

The Glazing Guru

Marketing Strategies for the Double Glazing Industry

A Million Dollars in One Day? It's All a Question of Perspective

2008-07-10T03:48:00.000-07:00

Nerves are jangling now, that is for sure, but you know what, I met a Entrepreneur the other day, who was telling me how he had made a Million Dollars in a DAY on the Internet and he is about to do it again!

Can you imagine that! Being able to conjure up money so consistently that you would never have to worry ever again about where the next sale is coming, this guy KNOWS.

The reason he is able to do this of course, is because he is an expert in his field, I mean this chap is almost famous, a legend and do you know what he attributes his success to? Marketing!

You know what? If you look back on the blog to January & February this year, the current housing slump. mortgage problems and rising cost of living were predicted back then. But how many business took time to bypass the crisis by preparing for the problem with foresight and planning ahead? Less than 1%!

I would put money on the fact I could GIVE away the Glazing Guru manual and it still would not register that time spent planning ahead is never wasted. You see if you had bought the manual six months ago, you would have identified more target customers for your business by now.

What next? Predictions are dire mate ... if people can't raise money, they will not spend, simple economics.

So what can you do?

Don't let another six months go by without doing something different or you may not survive the winter quarter.

People are wising up to it being a buyers market and they are starting to haggle. If you know how to side step this, you can retain more of your profits even with the looming recession.

Think about holding an Open Day, but organise it with military precision, no-one will turn up to a poorly devised event. Build in enough incentives ( food, entertainment, special deals ), advertise it well and you are likely to get a decent turnout. These events are a good way to introduce your company to a new audience, or to celebrate "X" number of years in business.

THE Glazing Guru Manual - get yours today www.glazingguru.co.uk

Create or disintegrate .. your choice pal!

The Glazing Guru

The Glazing Guru

Marketing Strategies for the Double Glazing Industry

What if ?

2008-07-01T01:20:00.000-07:00

Date: Tuesday July 1st 2008

What IF?

I get the same questions over and over again about marketing and here it is, recorded for all to see.....

Question : How Much Will Extra Marketing Cost Me?

Answer : The question your should ask yourself is how much will it cost you if you do nothing?

It's the same old story, a story I was familiar with until I understood the power of marketing effectively. It takes more time than money and it takes more effort than brains. You see people in general find it so difficult to do the most simple thing ... making a decision.

Instead of simply making a decision, running with to see the consequences they spend months, sometimes years wondering what they are doing wrong. They have been presented with the solution many times over and over again .. but for some insane reason they just sit there .... the "what ifs" of the world who never join the "doers", the real go-getters the ones that make things happen.

Talking of "what ifs" .....

What if you joined forces with other non-competitive businesses and created your own newsletter " The Home Improvement Monthly" FREE to the general public, and sold advertising space within it to generate more revenue and a hungry crowd of customers?

What if you made it informative, filled it with special Summer deals and offers and sold advertising space to the printer for printing it for FREE.

What if you spent time making the cover as striking as possible and 1,000 people viewed it next month?

You see good marketing is not rocket science, it's about being a DOER, not a WISHER ....which one are you?

THE Glazing Guru Manual - get yours today www.glazingguru.co.uk

Create or disintegrate .. your choice pal!

The Glazing Guru

The Glazing Guru

Marketing Strategies for the Double Glazing Industry

This Tip is Priceless, But Only If You Act On It

2008-06-19T01:56:00.000-07:00

TRUE SUCCESS IS CREATING BETTER RESULTS WITH LESS EFFORT

The aim of the game is not to simply work harder, it is to create better results with less effort. Continually leveraging your time, money and knowledge, thousands of people work hard, but they are not getting anywhere.

Employees EARN money, business owners MAKE money.. there is a difference. In today's world you can't be cheaper than your competitors for long. The only way your double glazing business can stay ahead of the market is to out-think, out-sell, out market and out manoeuvre your competitors, luckily the Glazing Guru Manual shows you exactly how to do that.

Tip for this week, and it is one of the most effective you can EVER use, so effective because nobody bothers to do it!

Write a FREE Report / small book

I have seen these gain huge results. It is an instant way to develop credibility and actually have some fun too. You can then market yourself as an expert, and even give the book/report away for free in order to get leads. A small 10 page booklet on you services will leave your competitors standing wondering what you did to gain all the extra business.

1. Come up with a catchy title then work backwards.

2. Look to get it sponsored by a "big gun" that might buy the booklet in bulk and mail it to their customers.

3. Send it to old and new prospects to boost your credibility

4. Write it like you would talk it ... it is easier to read that way.

All this is BEFORE the predicted Interest Rate rises this year .. seriously do something today that will change tomorrow, don't wait for the crisis to hit before you take action.

THE Glazing Guru Manual - get yours today www.glazingguru.co.uk

Create or disintegrate .. your choice pal!

The Glazing Guru

The Glazing Guru

Marketing Strategies for the Double Glazing Industry

The Gloves Are Off !

2008-06-10T02:30:00.000-07:00

My moles have been out and about in the last few weeks and things are starting to get nasty. Feeling any pressure from the Directors?

I have been told that the rules are being changed, pay structures, bonus payments, reports, staff being challenged on their performance. It's not just YOUR industry you understand, this is the start of a full scale economic slow down. You are directly linked to the housing market and if that is in trouble my friend, so are you.

Buy hey the sun is shining and I know for some of you who bought a Glazing Guru Manual way back in January of this year will have already started preparing for this and that is why they will be streets ahead of all the other companies just sitting there, watching the work dry up like some kind of Chinese water torture.

Anyway, as promised, for those who believe in the strength of their company and are willing to actually DO something proactive, I thought I'd give you a FREE tip from the 100 Ways To Sell Anything bonus item to the manual :- It's a fascinating look at body language, try it this week on your next customer :-

Watch the direction of a person’s eye movements to

know more of their thought process. This will enhance your

ability to more clearly communicate with them. A right handed

person tends to move their eyes as follows:

Looking up and to their left indicates that the customer is

accessing – visual memory.

Looking up and to their right indicates that the customer is

accessing – visual creating. (They are creating pictures in

their mind)

Looking to the left ear – accessing ‘sound’ memory

Looking to the right ear – creating sound

Looking down towards their dominant hand (right hand) –

accessing feelings and emotions (kinaesthetic thoughts)

Looking down to the left – indicates self-talk

Visual

Hearing

Creating

Kinaesthetic

Visual

Hearing

Memory

Self-talk

Fascinating, don't you think?

THE Glazing Guru Manual - get yours today www.glazingguru.co.uk

Create or disintegrate .. your choice pal!

The Glazing Guru

The Glazing Guru

Marketing Strategies for the Double Glazing Industry

£ 10,000 Off A New Car Anyone?

2008-06-03T05:43:00.000-07:00

Date: Tuesday June 3rd 2008

I'm starting to see evidence of the slowing down in consumer spending are you?

I was at the local BMW garage this week, the salesman looked a little desperate, he hadn't seen a sole over the weekend, and that was unusual for the first weekend after the end of month pay day. His special offer of the week ? £ 10,000 OFF a NEW CAR ! ( still no takers! )

This morning Bradford & Bingley hit the headlines for all the wrong reasons and the economists are changing their tune really fast saying we are heading for a recession. Add to that sliding house prices, a tightening of loose credit borrowing and you can see why there are crisis meetings in businesses all around the UK at the moment.

You have to put systems in place this month, if you are going to survive the continued slow down, you need to UP your SALES and MARKETING when others are trimming back and discounting.

Your industry runs on fragile margins at best, it is a mature market place and you have to stand out from your competitors so YOU pick up those customers who still have money to spend. The consumers will not be knocking on your door, unless they Know You. Like You, Trust You and the best way you can position yourself, is through marketing.

One of the best ways to reach more of your target customers is through your website. This is a whole manual in itself, but the Internet can be a very powerful tool to help people think they know you before they meet you. I have seen very few companies within your industry even try to get a webpage together that isn't filled with the same stuff the "big guns" use.

Why not open your doors and build your website around you, your company and your staff.

Put pictures of your showroom, your vans and your staff on all the pages. Add in a "Most Asked Questions Guide" add some benefit orientated features or articles to help people locally identify YOU as THE most trusted double glazing company in your area. An up to date website these days is not a luxury, it's an essential.

THE Glazing Guru Manual - get yours today www.glazingguru.co.uk

Create or disintegrate .. your choice pal!

The Glazing Guru

The Glazing Guru

Marketing Strategies for the Double Glazing Industry

Have You Ever TRIED networking?

2008-05-27T05:55:00.000-07:00

I sincerely hope your week is going better than my last client's, all he seems to do is work every single hour of the day and is either too busy to look at his business from a different viewpoint, or too stressed with money worries to see all his hours are pointless.

He is a typical small business owner ( not in double glazing I may add ), he has a workforce (that think he is disorganised and goes about everything back to front.)

He has a showsite with large overheads, escalating fuel costs and a nagging workforce asking for pay rises. He carries a huge amount of stock that he is too busy to sell and not much of a family life left to enjoy.

But hey .. he's got his own business, but sadly he is spending far too much time working IN his business when in these times, you need to be working ON your business.

HAVE YOU EVER TRIED NETWORKING?

It is extremely rare to find a double glazing company at a Networking meeting. Business breakfast or evening meetings are all about promoting your company and getting members to assist you and gain your extra word of mouth referrals. although it sounds like hard work, it can be an unusually productive way to establish your company amongst loyal members of these clubs. In some clubs you are guaranteed the business. It can assist with the classic, know you, like you, trust you relationship required to gain trust.

1. Be friendly and positive.

2. Have some information handy for those interested.

3. Spend more time listening than speaking, collect business cards for planning strategic alliances.

4. Make sure you follow up any interest with a phone call.

THE Glazing Guru Manual - get yours today www.glazingguru.co.uk

Create or disintegrate .. your choice pal!

The Glazing Guru

The Glazing Guru

Marketing Strategies for the Double Glazing Industry

Now Is The Time To Get Selling!

2008-05-20T05:43:00.000-07:00

Now don't say I don't help you out every once in a while ... as an ex-sales consultant myself, I know only too well what happens when footfall through the doors goes down.

When Business Owners are pulling their hair out, do you know what your staff are doing? I'll tell you ... they are working much harder at Putting the Kettle On!

Less customers, means more leisure time, more leisure time means less energy being generated and without interaction to keep your salespeople occupied and up for the challenge.. well it becomes really hard to get motivated when that one customer eventually DOES step through the door.

How many opportunities are LOST every day because you are too busy doing all those other things that you never seem to get round to Sales Training and I'm not just talking about your designated Sales People, I'm talking about EVERYONE in your business from the person who answers the phone, all the way through to the person who deals with your mail.

When times are tough, the BEST Strategy to deploy when all around you start Discounting is to UP YOUR SALES STRATEGY and maximise EVERY PERSON WHO COMES YOUR WAY.

Out of ideas?

Grab a copy of 100 Ways to Sell Anything Fast from the website now, it's only £7.00 and gives you 100 Ways to Motivate EVERYONE in YOUR business to Sell Anything Better Than They Are Doing Now. www.glazingguru.co.uk

Don't forget to check out the blogspot for lots more like this! www.glazingguru.blogspot.com

THE Glazing Guru Manual - get yours today www.glazingguru.co.uk

Create or disintegrate .. your choice pal!

The Glazing Guru

The Glazing Guru

Marketing Strategies for the Double Glazing Industry

IFA'S ARE YELLING "HELP!"

2008-05-14T08:05:00.000-07:00

On dear, retail sales are down for the second month in a row, housing prices slide further and IFA's ( Independent Financial Advisers) are yelling "help!"

Until a few months ago Mortgage Advisers had 27,000 different mortgages to sell, that figure has now dropped to just 7,000. That is going to have a knock on effect in the Home Improvement Industry as the vast majority of your target customers re-mortgage to pay for their home improvements.

Now as a Business Owner you have probably been thinking that puts you firmly in charge of your own destiny, but it is not entirely true. For example I knew a business owner who had 75% of his annual turnover wiped out when Rover closed it's doors, not his fault, just the marketplace changed around him, nothing he could do.

There is a hugely successful Marketing Guru in the UK called Chris Cardell, who wrote this week:-

"For the last decade, the economy has been so good - that even those who were average at basic business skills - such as Marketing, Advertising and Sales - did OK. In fact, some did very well.

That's led to complacency. Unfortunately, many of these business owners are about to get a big shock.

When people stop spending money (everything points to this happening) the only way to survive - and indeed thrive - is by making sure you are outstanding at Sales and Marketing."

Change is inevitable, but surviving it isn't, you need to take action now before you lose control.

This weeks tip:-

Get Friendly with Thy neighbour!

If you know someone who runs a kitchen company, why not ask if you can send out a flyer of yours when they next do a mailing. People who buy home improvements do not just stop at one, kitchens, bathrooms and builders can all be your complimentary lead generators. You will have to oblige with theirs - but what a powerful alliance you would build especially in a local community.

1. Have a great offer for THEIR customers only - an exclusive

2. It should sound as though this great offer is possible only because your companies are working together

3. Test & Measure

Create or disintegrate .. your choice pal!

The Glazing Guru

The Glazing Guru

Marketing Strategies for the Double Glazing Industry

THINK LIKE A WINDOW DRESSER

2008-05-07T06:30:00.000-07:00

With the housing market sliding further still, people would normally be looking to stay and improve, and that is excellent news for your industry. The only problem is that those same people normally borrow money to make those improvements and it's the mortgage and re-mortgage market that is currently pretty much a closed shop for a few months.

So, chins up and look at what you have to hand right now and start tempting them in.

For all those people who say "just looking thank you" have something they can't get out of their minds, better still give them a flyer with your offer on before they leave, get their contact details .. do something new and unexpected for every single person who comes your way for the next month & then tell me there is a recession looming.

Glazing Guru Manual : Section One ( yes we are still there ) : Lead Conversion

WINDOW DISPLAYS / OUTSIDE DISPLAY MODELS

People love to stand and look into windows and show models, the feel safe that they will not be sold to or harassed. Do something interesting to make sure they come inside - with a special offer "such as a FREE Report" or Money Off Voucher - inside - we want them in the showroom to talk to.

1. Your top priority is to get people IN your showroom, so make an offer they cannot refuse.

2. Change your offer and window displays regularly to KEEP people interested.

3. Display the product that has most mass appeal.

4. Test and Measure.

Create or disintegrate .. your choice pal!

The Glazing Guru

The Glazing Guru

Marketing Strategies for the Double Glazing Industry

Is Your Business Fun?

2008-04-28T03:47:00.000-07:00

Do you have an ELF business or a HALF business?

No, it's not a trick question, it's a hard hitting one when you know what the letters stand for:

E = EASY

L = LUCRATIVE

F = FUN

Now, believe me, or believe me not, all businesses ( including double glazing ) should be an ELF business. Think I'm mad? Yeah, yeah, I've heard it all before. I would put money on you having a HALF business:-

H = HARD

A = ANNOYING

L = LAME

F = FRUSTRATING

The difference between the two is Marketing. If you get the marketing right, everything else will fall into place, but here's your industry's problem, you follow the way it's always been. The ELF way is often a new concept for people, they think in order to be highly successful in business, through marketing that it's got to be hard. Not true!

If there are people in your industry who are getting richer, why aren't you? These people have taken the time to learn how to market effectively.

Just remember that marketing done right is the quickest path to the sale!

Create or disintegrate .. your choice pal!

The Glazing Guru

The Glazing Guru

Marketing Strategies for the Double Glazing Industry

It's The Tesco Effect

2008-04-23T01:52:00.000-07:00

Wow! I hit a nerve last week! Lots of emails and a mini rush on the manual and I'm glad to see some of you are fighting back.

You see in a downturn economy the biggest are equipped to ride out the market, and so are the smallest ( usually, I know there are exceptions to the rule in both cases. )

Ultimately you have no idea how strong you can be against the giants if you know how to use their weaknesses as your strengths. The consumer of today almost never shops on price, yet you will tell me otherwise ( as many other small businesses tell me through my consulting on a weekly basis ( heavy sigh ).

Before the housing market slides further, before the credit crunch hits home improvement borrowing, before the credit cards run dry you must make sure you secure your business by creating your USP. ( Unique selling proposition )

Ask yourself , ask your staff, ask your installers one question thsi week : WHERE ARE DIFFERENT?

Create or disintegrate .. your choice pal!

The Glazing Guru

The Glazing Guru

Marketing Strategies for the Double Glazing Industry

Anglian Windows Did £5,000,000 Last WEEK how are you doing?

2008-04-17T01:45:00.000-07:00

My mole in the Glazing Industry told me that Anglian Windows did over £5,000,000 worth of sales last week!

How does that compare to your business?

Here's the problem for you, they are a well oiled machine, they have strengths at all levels because week after week they train the salesforce they demand high standards from the surveyors, they send their foot soldiers out to canvass, they attack the telephone to get appointments and the results my friends speak for themselves.

How does this affect you? If you do not have an organised approach to this every decreasing marketplace in 2008 you might aswell start looking for a white flag to start waving. The big businesses are built on systems and systems work when you follow a marketing plan.

Got your copy yet?

Create or disintegrate .. your choice pal!

The Glazing Guru

The Glazing Guru

Marketing Strategies for the Double Glazing Industry

New Printed Manual Now Available!

2008-04-06T04:30:00.000-07:00

Date: Saturday April 5th 2008

I hope you are doing great in 2008! I have spent the last week refreshing the website at www.glazingguru.co.uk

And I have added all the recent weekly Ezines to the Blogspot at www.glazingguru.blogspot.com so if you are new to the Glazing Guru Marketing Strategies for the Double Glazing Industry then you can check out some back issues for extra information.

I've been asked for a printed manual version so it's available now at a special introductory price but only for the next few weeks!

This week, still on section one, Lead Generation : SIGNAGE

Are you visible or invisible? if you are visible from the road side then signage can be vital in getting people to drop in rather than drive past. Use benefit orientated signs that say something like " FREE something with every "X" this month only"

1. Make it colourful

2. If Possible make the sign visible from whichever way the traffic is facing.

3. Write it so it sells, include your best headline.

4. Focus on benefits not features.

Don't forget to check out the blogspot for lots more like this!

THE Glazing Guru Manual - get yours today www.glazingguru.co.uk

Create or disintegrate .. your choice pal!

The Glazing Guru

The Glazing Guru

Marketing Strategies for the Double Glazing Industry

HALF PRICE MANUAL OFFER ENDS IN JUST 6 DAYS!

2008-04-06T04:26:00.000-07:00

Date: Tuesday March 25th 2008

Question for you? How much does it cost you to get one customer?

Before you look at me with those " But the Budget is Already Running Dry & It's only March" eyes, let me unfold a different way of looking at the vital art of getting A customer.

In business most people think you just invest in the stock & products you sell, however the same is true of customers.

In fact from a marketing point of view, the ONLY thing you have got to buy is new customers. The big question is how much are you paying for them?

Say you have put £1000 into advertising in the 3 months and you have received 100 enquiries. Of those hundred enquiries ( or prospects ) 1 in 5 have become customers. Therefore you have paid £50 for each sale.

Question for you? How much does it cost you to get one customer?

Before you look at me with those " But the Budget is Already Running Dry & It's only March" eyes, let me unfold a different way of looking at the vital art of getting A customer.

In business most people think you just invest in the stock & products you sell, however the same is true of customers. In fact from a marketing point of view, the ONLY thing you have got to buy is new customers. The big question is how much are you paying for them?

THE Glazing Guru Manual - get yours today www.glazingguru.co.uk

Create or disintegrate .. your choice pal!

The Glazing Guru

The Glazing Guru

Marketing Strategies for the Double Glazing Industry

HALF PRICE MANUAL OFFER ENDS IN JUST 13 DAYS!

2008-04-06T04:23:00.000-07:00

Date: Monday March 18th 2008

Another week spent listening to the BMW's of this world. In case you don't know the terminology B stands for bitching, M stands for moaning & W stands for whingeing.

Let's get one thing clear, there are Glazing Guru RULES and rule number one goes like this:-

GLAZING GURU RULE #1 - BE RESPONSIBLE

Every day you see another poor sole that the world has mistreated, pushed around and left for dead. You will simply NEVER survive or reinvent your business thinking like that - the world is not in charge of you - good news -

YOU ARE IN CHARGE of the world. It still amazes me how many people live life from a victim's point of view.

"It always happens to me"

"I knew that would happen"

"If it's going to go wrong - it'll be me"

"The minute I do that - the world will stop buying it"

They will blame EVERYONE and ANYONE for their lot in life. If there is no one to blame, they will usually come up with an excuse or deny anything's wrong. If this is you - you simply have to change, or you should quit and get a job.

In the world of owning and running your own business, you know one thing for a fact - only YOU can change what is going on in your business. You cannot blame your staff, your competitors, the government, your family, or anyone else if you are going to point the finger at someone - try pointing it directly into a mirror. If you want to create truly amazing results in business you have to take total ownership, be held accountable by results, and be totally responsible for your actions.

If you do not do get this part straight in your head - what is in this manual will simply not work for you.

Half Price offer ends in 13 days

THE Glazing Guru Manual - get yours today www.glazingguru.co.uk

Create or disintegrate .. your choice pal!

The Glazing Guru

The Glazing Guru

Marketing Strategies for the Double Glazing Industry

HALF PRICE MANUAL OFFER ENDS IN JUST 20 DAYS!

2008-04-06T04:21:00.000-07:00

Date: Monday March 10th 2008

Ok guys & gals, it's been a tough mission last week, all that sun & sangria but I guess someone has to do it!

I'm in such a good mood after my week's rest I am going to give you some great advice for FREE!

Normally I'm going through section one of the manual bit by bit, but today because I'm in such a good mood I'm going to give you an outline of the plan behind the manual, because there are only 20 days left to get the manual at half price, so here's what you need to know to survive the 2008 gloom & doom predictions:-

LEADS X CONVERSION X NUMBER OF TRANSACTIONS X AVERAGE £1 SALE X PROFIT MARGIN = FINANCIAL PROFITS THAT WILL MAKE YOU GRIN SO MUCH, PASSPORT CONTROL WILL TURN YOU AWAY FOR NOT LOOKING LIKE YOUR PHOTO!

If the above looks like a tad hard work, or like it's written in Chinese then you may already be a lost cause.

The weather forecast this week will make the phone ring, leaks, howls, draughts and rattles - who is up for a wind of change?

THE Glazing Guru Manual - get yours today www.glazingguru.co.uk

Create or disintegrate .. your choice pal!

The Glazing Guru

The Glazing Guru

Marketing Strategies for the Double Glazing Industry

IT ALL STARTS & ENDS WITH LEAD GENERATION

2008-04-06T04:15:00.000-07:00

Date: Tuesday 26th February 2008

It's week 9 of 2008 already, and some of you are finally starting to really DIG IN to understanding just how to ride out this potential looming recession. It all starts and ends with lead generation and that my friend goes to show how much harder you need to work at getting them through your door not your competitors.

Here's another hint from PART 1 of The Best Double Glazing Manual Ever Written :-

Magazine Advertising is a great way to attract leads of a certain demographic. It is usually fairly easy to judge the type of people who read a certain magazine by the type of adverts already in print and the type of advertisers who regularly advertise in it. People reading magazines will pay attention to the adverts - as they represent their own interest. The challenge will be that your competition will be there too. Check the cost effectiveness, as a few who spend a lot may well be worth the investment.
1. Get on an early right hand page
2. Make sure your ad fits the style of the magazine
3. Use a powerful photo of people using your products or services
4. Make an offer that people have to respond to.

I think you are starting to see how much the vast majority of your industry are simply NOT doing. This year above any previous year, unless you start to build your business and it's reputation you will be facing a very bleak future. There are around 16,000 double glazing companies in the UK - where do you rate yours? Top 25 ? Top 100, Top 1000 or somewhere near 13,000th - stop me when you feel comfortable!

THE Glazing Guru Manual - get yours today www.glazingguru.co.uk

Create or disintegrate .. your choice pal!

The Glazing Guru

The Glazing Guru

Marketing Strategies for the Double Glazing Industry

Marketing v Advertising

2008-04-06T04:08:00.000-07:00

Date: Monday 18th February 2008

I get asked all the time, what IS the difference between marketing &

advertising, well here goes................

Marketing vs. Advertising: What's the Difference?

You will often find that many people confuse marketing with advertising or vice versa. While both components are important they are very different. Knowing the difference and doing your market research can put your company on the path to substantial growth.

Let's start off by reviewing the formal definitions of each and then I'll go into the explanation of how marketing and advertising differ from one another:

Advertising: The paid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers.

Marketing: The systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products.

After reading both of the definitions it is easy to understand how the difference can be confusing to the point that people think of them as one-in-the same, so lets break it down a bit.

Advertising is a single component of the marketing process.

It's the part that involves getting the word out concerning your business, product, or the services you are offering. It involves the process of developing strategies such as ad placement, frequency, etc. Advertising includes the placement of an ad in such mediums as newspapers, direct mail, billboards, television, radio, and of course the Internet. Advertising is the largest expense of most marketing plans, with public relations following in a close second and market research not falling far behind.

The best way to distinguish between advertising and marketing is to think of marketing as a jar, inside that jar you elements of advertising, market research, media planning, public relations, product pricing, distribution, customer support, sales strategy, and public involvement. Advertising only equals one element of the jar in the overall strategy. All of these elements must not only work independently but they also must work together towards the bigger goal. Marketing is a process that takes time and can involve hours of research for a marketing plan to be effective. Think of marketing as everything that an organization does to facilitate an exchange between company and consumer.

With the RIGHT MARKETING even DOUBLE GLAZING can become fashionable again!

Glazing Guru Marketing manual - get yours todaywww.glazingguru.co.uk

Create or disintegrate .. your choice pal!

The Glazing Guru

The Glazing Guru

Marketing Strategies for the Double Glazing Industry

Week 6 - Section 1 - Lead Generation

2008-02-04T10:42:00.000-08:00

I hope you are beginning to see the level of activity the vast majority of your industry DOES NOT even start to do enough of. You are usually far too busy scraping by on an excuse for profit margin!

Trade Journal Advertising - this is great for reaching a specific group of professionals or business people. As with others forms of advertising your competitors will be there, but people will take time to read and evaluate. Can be cost effective and great for building your industry profile.
1. Write more of an article than an advert
2. Build credibility for your business, yourself and your products and services
3. Make an offer that peopl ahve to respond to.

We are really scratching the surface here, the manual contains The Glazing Guru Rules ( which will never appear here plus 4 other sections that help you build a bigger and better business fast!) Get your copy here www.glazingguru.co.uk

Until next time The Glazing Guru

Week 5 Lead Gathering ( Section 1 )

2008-01-28T10:05:00.000-08:00

Magazine Advertising is a great way to attract leads of a certain demographic. It is usually fairly easy to judge the type of people who read a certain magazine by the type of adverts already in print and the type of advertisers who regularly advertise in it. People reading magazines will pay attention to the adverts - as they represent their own interest. The challenge will be that your competition will be there too. Check the cost effectiveness, as a few who spend a lot may well be worth the investment.
1. Get on an early right hand page
2. Make sure your ad fits the style of the magazine
3. Use a powerful photo of people using your products or services
4. Make an offer that people have to respond to.

I think you are starting to see how much the vast majority of your industry are simply NOT doing. This year above any previous year, unless you start to build you business and it's reputation you will be facing a very bleak future. There are around 16,000 double glazing companies in the UK - where do you rate yours? Top 25 ? Top 100, Top 1000 or somewhere near 13,oooth - good luck, until next week Glazing Guru

One Tip Made a Glazing Guru Manual Owner £10,000 Last Week!

2008-01-21T03:39:00.000-08:00

It is great to hear from Glazing Guru Manual Owners who are implementing my tips & tricks and they are being repaid on their investment already!
I can easily see from the outside looking in that your industry has some major issues. For far too long the public's perception is that you are dodgy & untrustworthy and that the installations will always go wrong ( leak, poor fitting, draughts etc ) so before you even start YOU ARE THE ENEMY!
By switching one small part of his Nottinghamshire Based Conservatory Company, one Glazing Guru Manual Reader increased his turnover by £10,000 last week!
The manual is about getting results, you know my background from the website www.glazingguru.co.uk and now we have results from people just like you starting to see their bottom line increase by using this manual.

Be responsible - You are in charge, There are 1000's of things you are NOT doing right now, and all are within the manual. Only £47 - but not for much longer.

Remember you work hard because your business doesn't!

Until next week, The Glazing Guru

Week 3 How is Your Marketing Jar Looking?

2008-01-14T02:20:00.000-08:00

What a fascinating week last week was, it seems the Glazing Guru is causing a bit of a stir. Will it be enough to change the face of Double Glazing, who knows - all I know is that if you are in any business today, unless you step up your activity you are going to slowly but surely fizzle out.
How many ways do you promote your business?
If you view your efforts as being held lined up in a jar, you should realise that if you keep your marketing jar full, a sale will pop out of the top.
Mark yourself out of 10 for having a jar full of these, PR, Direct Mail, Internet Marketing, Email Marketing, Advertsing, Telephone Marketing, Direct Sales, Strategic Alliances, Existing Customers/Referrals, Referral Systems.
How did you score?
If you really want to succeed where others are failing grab a copy of The Glazing Guru manual now at www.glazingguru.co.uk , add your name & email on the site & get 5 tips delivered by email straight away.
Until next week The Glazing Guru

Week 2 Section 1 Lead Generation (2)

2008-01-07T10:13:00.000-08:00

Another large double glazing firm closes today as I write. My concern for your industry is that the general public will unfortunately think it's just another sign that you cannot trust a double glazing company to stay in business. So 2008 just got harder for you. Luckily if you are smart you will start implementing the contents of The Best Double Glazing Guru Manual Ever Written as soon as possible to make sure you are not yet another statistic.
Lead Generation Tip - Radio Advertising
This can be a very cheap medium that acts only as a background medium. You can get a little bit carried away when you hear your name being played out on the radio and it should never be an ego trip. As with all advertising, the objective is to make a sale. Your radio advert is going to have to LEAP out and speak to them. If you are thinking of running a special advertised offer within the next 2 weeks, or for a limited time, radio is probably one of the best ways to create an urgency that asks for people to respond.
1. The Time of day is key to your success. Breakfast & drive time are the most listened to programs, so pay the extra.
2. Make sure your advert sells - it must be benefit orientated not feature orientated,
3. Make an offer people have to respond to.
To Your Success! The Glazing Guru

Week 1 Section 1 Lead Generation

2008-01-04T13:03:00.000-08:00

Local Paper Advertising

Your Industry just seems to thrive on newspaper adverts! These are widely used and the Free Ad papers are often referred to as the "Double Glazing Weekly!"

The importance on advertising is obvious BUT do you really know what you are doing when it comes to placement, making your company stand out from the crowd & what results to expect?

It can be cost effective but if your advert ( plus every other one on the page ) says something along the lines of " Small Family Run Business" or "10 Year Guarantee" you are not really making yourself stand out are you?

90% of results come in the first 4 days but results will usually come in up to 6 weeks later. Statistics show that your customer will on average have to view your advert at least 8 times before it registers in their mind. So that first 30 seconds is vital! Make sure you list something your competitors are not advertising.

Offer a Freephone number, or a Free Report on What to Look for When Buying Double Glazing, or a Special Offer this Weekend Only! You see the point? Most of you copy each other - in this day & age you really need to be different!

Adverts:

1. Get on an early right hand page ( readers will naturally view this more often )

2. Design the ad yourself and run with Benefit orientated headlines and content. Your customer is only interested in What's In It For Me?

3. Do not use your company headline to attract customers, offer a benefit to them instead.

4. Make an offer that people have to respond to, make it a deadline - up the urgency with something like " Call NOW to obtain a FREE sample" of the latest Glass Cleaner, Free Report etc

5. Don't be afraid to haggle the price of an advert - tell your supplier the last response was terrible! Often they will offer you a better rate! Never say it was good!

6. Do not get confused with circulation figures of a newspaper, you would be better targeting a smaller, keener audience in a consumer targeted magazine. Think about who your demographic really are - what exactly do they read and why?

If you want to grow your double glazing business to a point beyond recognition then get a copy of The Best Glazing guru Manual Ever Written from the website now at : http://www.glazingguru.co.uk/

To your success! Until next week The Glazing Guru

Welcome to the Glazing Guru Blog

2008-01-04T05:18:00.000-08:00

Thankfully I no longer work within the Double Glazing industry but I can certainly offer assistance to those that are through the tips & tricks that I have up my sleeve.
The 84 page manual I have created especially for the Double Glazing Industry is available to buy from the website www.glazingguru.co.uk but that is just the beginning.
I will expand one tip within the manual every week right here on this blogspot for free! I have estimated it will take me at least 5 years to complete the task, so I would recommend you buy the manual then check out this blog for added information.
I stumbled back across the industry recently and was amazed at it's lack of progress - hence the manual.
I wish you every success for 2008! Your trusted source Glazing Guru.