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
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.
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
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.
Ted Neiman heads national sales for Danmer Custom Shutters, Chatsworth,
CA, (818) 576-8200.