DWC Home | Magazine | Back Issues | August 2005 | Guest Editorial

Who’s Running Your Business?

by Ted Neiman

First, the good news: The window coverings industry is growing. Some industry estimates put the total market at around $7 billion, increasing annually by about two percent or so. Even in a highly segmented industry—with manufacturers, fabricators, wholesalers and dealers—it seems that everyone is busy building his business.

That should be a blessing, because growing businesses keep people working and earning a living . . . maybe even getting rich. But here’s the rub:

As I travel the country talking to window coverings fabricators, there seems to be one universal complaint I hear from each of them: “I’m spending almost all of my time putting out fires.”

Rather than working on the growth of their businesses, they spend all of their time working in their businesses. They’re constantly sporting one of the many hats they claim they must wear throughout each day just to keep up.

Yes, it’s both challenging and time-consuming to run a business. Customer service issues, inventory management and installer training are just a few of the daily concerns of many of the operators I talk with.

It takes a bit of discipline—and courage—to get out of our own way and then to do things differently than we’re used to. What’s needed by all these entrepreneurs is a step-by-step system to better manage their business operations . . . one that would allow them to simultaneously decrease wasted time and materials, while at the same time increasing their productivity and profits.

PARTNERSHIPS

So, is there such a system designed specifically for the window coverings business? And whom do you contact to help you implement it? The answer might surprise you. Ask yourself, “Who would have a clear, undeniable interest in helping me grow a profitable window coverings business?”

The answer, if you’re a window coverings fabricator, is to look for the few component suppliers in this industry who’ve invested time and money into developing all the tools, technologies and proprietary software designed specifically for growing the business operations of window coverings fabricators.

Only a few have the rubber-meets-the-road experience in developing retail marketing plans, generating and nurturing leads and converting leads to sales, just as you’re required to do every day.

As an example, Danmer’s BEST Program (Business Expansion Support Team) shares this type of systematic approach with each of its Thermalite Shutter Fabricating Partners across the country. And Danmer’s proprietary SmartShutter software is provided to each fabricator partner, providing a highly efficient operational system for managing shutter fabrication.

The BEST Program covers every step of growing a shutter fabrication business: sales training, installer training, shop configuration, marketing, production, pricing . . . everything needed in order to dramatically increase revenues and profits.

You shouldn’t have to jump through hoops to get your supplier to provide you the support you’re entitled to when selling its product. You should get assistance in sales, marketing, installation training and technology support for your business. You deserve a relationship that’s respectful of your time—and your investment—so that you to get the biggest bang for your buck.

Of course, every fabricator has his own plan for growing the operation. But you shouldn’t have to do it alone. Help is out there . . . you just need to look in the right places.