As marketplaces change, window professionals need to keep up with the changing needs and expectations of today’s customers. Navigating how to sell windows involves learning how to cope with evolving digital marketplaces, the ins and outs of social media, multiple channels of communication, and holding the attention of customers.
Continue on to learn about 13 marketing books that every window professional should read.
Books on Competitive Advantage
Customers these days are educated and have tons of information at their fingertips. You need to stay competitive and learn how to stand out from other window dealers and installers. Read these books to learn how to get customers to come to you and not your competitors.
1. Getting Everything You Can Out of All You’ve Got: 21 Ways You Can Out-Think, Out-Perform, and Out-Earn the Competition, by Jay Abraham
Jay Abraham shares how to spot hidden assets and overlooked opportunities in order to maximize your influence and success. Learn how to find potential in your existing resources.
2. Purple Cow: Transform Your Business by Being Remarkable, by Seth Godin
Internationally bestselling author Seth Godin explains how to create products that stand out and make a difference. Godin references examples from companies like Starbucks, Apple, and Krispy Kreme.
Work Smarter, Not Harder
If there’s one resource we all wish we had more of, it’s time. Read these books and learn how to make the most of your time as a window professional, save money on marketing, and be more productive.
3. 80/20 Sales and Marketing: The Definitive Guide to Working Less and Making More, by Perry Marshall
Perry Marshall discusses the Pareto Principle and how to save time and energy by focusing on the “right” 20 percent of your market to maximize your efforts and increase your sales.
4. Getting Things Done: The Art of Stress-Free Productivity, by David Allen
Management consultant David Allen explores how to cope with anxiety and stress while staying productive in today’s business world. Get things done by tapping into your creativity, planning out projects, learning how to delegate and defer, and assessing goals.
In our ever-changing digital world, window professionals need to stay up-to-date on new marketing strategies and business models. Check out these books to learn more.
5. Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing, by Bryan Eisenberg and Jeffrey Eisenberg
Strategies and techniques for persuading customers have become obsolete as new types of media have emerged. Additionally, audiences are now “always-on” and harder to engage. Bryan and Jeffrey Eisenberg go over how marketers can use new channels of media and multi-channel marketing to engage customers.
6. Hacking Growth: How Today’s Fastest-Growing Companies Drive Breakout Success, by Sean Ellis and Morgan Brown
Sean Ellis and Morgan Brown reveal how start-ups like Uber and AirBnB use growth hacking methodology to disrupt industries and speed growth. The authors outline how to improve customer acquisition, customer retention, customer engagement, and return business.
To sell windows online, you have to publish effective content across your website, social media profiles, advertisements, product pages, emails, etc. Read these books to learn how to improve your online content.
7. Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (New Rules Social Media Series), by Ann Handley & C.C. Chapman
Ann Handley and C.C. Chapman explore how to create effective, shareable content. Developing an online social media presence and a unique voice will get you a loyal following and extend your reach.
8. Get Content Get Customers: Turn Prospects into Buyers with Content Marketing, by Joe Pulizzi and Newt Barrett
Joe Pulizzi and Newt Barrett uncover how to craft and deliver valuable content that motivates customers. Learn how to increase conversions with your content marketing.
Make the most of your efforts in digital marketing and engage more customers who are shopping for windows by reading these books and implementing what you learn.
9. The Essential Social Media Marketing Handbook: A New Roadmap for Maximizing Your Brand, Influence, and Credibility, by Gail Z. Martin
Stand out amongst the digital noise by developing sustainable engagement with your target market. Use social media marketing to build relationships, develop brand loyalty, and maximize your profits.
10. Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity by Avinash Kaushik
Avinash Kaushik, a leader in web analytics, provides recommendations for strategy and techniques for multichannel campaigns, social media, experimentation, and data-driven action.
11. Your Customer Creation Equation: Unexpected Website Formulas of The Conversion Scientist, by Brian Massey
Improve your website and ultimately improve your website performance and conversions with insider secrets. Brian Massey discusses the Customer Creation Equation: how to measure your progress, learn from your competitors, reduce marketing costs, and understand your target audience.
This list wouldn’t be complete without books on sales. Sell more windows by educating your salesforce on the newest strategies and techniques.
12. The New Rules of Sales and Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business, by David Meerman Scott
Customers are more empowered and knowledgeable than ever in the digital marketplace. Learn how to sell to and communicate with these customers using strategies and tools that work. David Meerman Scott shares perspective on topics like the new sales cycle, understanding buyers, how to deliver agile customer service, and how salespeople are now acting as consultants for customers purchasing products.
13. Contagious: Why Things Catch On, by Jonah Berger
Jonah Berger, a marketing professor at Wharton, breaks down word-of-mouth, the largest driver of conversions. Berger outlines six basic principles for creating contagious content that sells.
As you read and learn, take what you like and test it out. See if it works for you and your window business.