From Sales Rep to Business Owner: A Pella Veteran Makes Her Mark

Since Lindsay Tafoya became co-owner of 44-year-old DMD Window and Door in Denver, Colorado, she’s seen the shop grow from a simple two-person operation to a company with six full-time project managers and several installation crews. And she credits much of her success to her commitment to expert service and preferred products – a commitment she’s had since working in a sales position at Pella Windows and Doors for more than a decade.

“When I made the shift to DMD, I took everything I learned in my 10 years at Pella with me,” Tafoya said. “My experience at Pella helped me achieve my goal of owning a small business based on ethics, service and high-quality products.”

In addition to her dedication to excellence, Tafoya says her status as a Platinum Pella Certified Contractor® has helped her expand her business. She and her team are eager to take advantage of the program’s educational opportunities surrounding trade skills, sales tools and product information.

“As a certified contractor, our goal is to provide a high level of service and installation,” she said. “You can sell the best product in the world, but if you don’t have a team behind you to make sure you have the knowledge, skills and tools you need to make sure a project goes smoothly, customers won’t be satisfied.”

Tafoya also believes that by advertising their Platinum Pella certification, DMD Window and Door has enhanced their credibility around the Denver market.

“Our certification puts us higher on the search list, which helps us find more leads,” Tafoya explained. “Plus, when customers see that we’re Platinum, they gain confidence and trust that we’ve been trained, we know the product and we provide solid service.”

Pella’s advertising co-op dollars have made it easier for DMD Window and Door to promote their business in the Denver area. And the option to offer customer financing has also helped Tafoya move her business in a positive direction. GreenSky® financing enables customers to be approved for a loan up to $55,000 in just a few minutes.

“The GreenSky financing program has definitely helped us grow. And we only started offering that because the Pella Contractor Program made it so easy,” Tafoya added. “The exclusive rates that GreenSky provides to Pella make jobs even more affordable for the contractors and customers that DMD Window and Door works with.”

Another way DMD Window and Door has found success with Pella is by gathering leads at local trade shows. Through their booth at the Colorado Home and Garden Show, the company typically gathers up to 200 solid leads, converting about 60 percent to appointments.

“Our Pella reps are a big reason the show is a success,” Tafoya emphasized. “They help store our samples and make sure they’re in good shape for the show. They even help with delivery and staging.”

In addition to trade show support, Tafoya said she receives top-rate support from the Pella branch on a daily basis.

“Pella has been very good about providing samples, design books, brochures and other tools. Plus, they let us use their showroom with customers here in Denver,” she noted.

In an industry made up of around 90 percent men, two-thirds of Tafoya’s staff are women. And she sees that as an asset to her business.

“This job is very detailed-oriented, and I believe women are very good at paying attention to details,” Tafoya explained. “We love to learn new trade skills while helping customers make the best decision for their needs.”

One decision that’s easy for Tafoya to help customers make is whether to install Pella®windows and doors in their home. “I believe in the Pella product. I’ve worked with a lot of other window brands, and I think the Pella quality is superior. Plus, the support makes a huge difference.”


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