The Rewards of Recognition

In business, as in any relationship, people like to be recognized. For Andersen Excellence dealer Florida Wood Window and Door, this truism has made all the difference in building customer loyalty, converting prospects and reaching higher Andersen sales levels, year after year.

Collaborating closely with local Andersen representative Tom Mizwa, this dealer uses measures beyond traditional marketing to build a profitable base of Andersen customers. Specifically, it hosts regular events that help builders and remodelers do their jobs more efficiently—and enhance their confidence in the Andersen® brand.

One such event is a window installation seminar that Florida Wood Window and Door offers free to area contractors, which is partially funded using Andersen cost sharing marketing dollars.

“As building code requirements have changed over the last few years, we’ve noticed some recurring window performance issues,” said dealership co-owner Dan Shannon. “After discussing this trend with Andersen, we ultimately identified faulty installations as the culprit, and decided that education was the best way to eliminate these issues.

A Proven Relationship Builder

Two window installation seminars have been held at Florida Wood Window and Door in the last eighteen months, with future seminars planned on an ongoing basis. The events are held after business hours, and attendees are served pizza and refreshments as they’re led through a step-by-step tutorial of installation best practices. Techniques are communicated through a PowerPoint presentation and a live installation demo on a portable “mock wall” that can be taken tony location where training is required.

“Training builds business far better than we ever imagined, because it shows that we understand and can resolve the real challenges of our customers,” Shannon said. “This useful instruction has paid us back tenfold, in terms of both new business and positive publicity among builders.

“More than 40 people have attended the first two seminars, and upcoming seminars have quickly filled to capacity through word-of-mouth alone. Some of the dealership’s largest and most important customers now make the seminar mandatory for their staff.

A Firsthand Look at What Makes Andersen Great

Florida Wood Window and Door also capitalizes on The Andersen Experience to recognize loyal customers and convert high-value prospects. This unique relationship-building tool includes a VIP-style fly-in tour of Andersen corporate and manufacturing facilities.

“The Andersen Experience has been invaluable for recognizing our best customers and swaying our conversion targets,” Shannon said. “Without fail, every person we’ve taken has become a passionate Andersen enthusiast and a loyal customer for us.

“And the cost for participating in this remarkable experience is worth the investment,” Shannon said. “Since Andersen co-ops some of the expenses, any costs we incur are easily recoverable through new revenue and general goodwill for our business.”

Tangible Results

Florida Wood Window and Door has achieved monumental Andersen product sales growth since becoming an Andersen Excellence dealer in 2001. Highlights include doubling its revenue during its second year in operation. Andersen related revenue is up 60% so far this year. Shannon partially attributes these results to his company’s active participation in Andersen-sponsored special events.

“The message in all of this is simple,” Shannon said. “You don’t have to go it alone as an Andersen dealer. And you shouldn’t, because you have all these great people, tools and co-op dollars at your disposal. This stuff really works.”