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SHOWROOM STRATEGIES: Loranger Door & Window Co. Inc.

Q: How do you integrate the needs of your customers into your showroom space?

A: We added a well-appointed conference room when the showroom was created. Builders can reserve the conference room to review plans with their clients. During this process, we encourage them to visit the showroom to show homeowners the products they’re discussing and recommending. In addition, we host architect open houses in the showroom and offer an online video for homeowners on our website that provides an overview of the showroom while encouraging people to come visit us to see and touch the products we sell.

Q: What has been the overarching result of adding the showroom?

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A: We’ve definitely seen our sales and margins grow since adding the showroom several years ago. A key aspect to retaining this continued growth is to keep the showroom updated with new products.

Q: What tips do you have for other dealers for their showrooms?

A: Potential homeowners need to see, touch and hear about the products they are considering during their decisionmaking process. Dealers should envision their space as a critical piece of their ability to sell. Continually replace displays with new items to keep the showroom looking up-to-date and generate repeat visits from your customers.

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