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How an Elite Platinum Pella Certified Contractor® Revved Up Sales with Pella® Entry Doors
Elite Platinum Pella Certified Contractor® Eric Brown of Siding Unlimited, LLC, has always offered entry doors as part of his comprehensive remodeling service. However, when Pella streamlined their line of entry doors in early 2020, he realized a new opportunity to increase his profitability.
“Pella’s new streamlined entry door line makes it much easier for us to sell – and easier for customers to understand what they’re getting,” Brown said. “In the world of doors, there's so many options and ideas. If they’re not put together in a way for the customer to understand, they’re very difficult for the contractor to sell. Now that Pella took away the noise, it’s much easier for us to work with homeowners and close the sale.”
Pella’s new curated line starts with a base package that includes Low-E glass, prefinished interior and exterior frames and panels, and a composite panel and frame system. Homeowners can then personalize their door with several style and glass options, and add peace of mind with Pella’s optional integrated security sensors.
“Usually when suppliers streamline a product line, they take something away. Pella didn’t take away from the quality of the product at all,” Brown noted. “They still have beautiful glass and style options, and they upgraded to a composite exterior. They perfected the door category, making it a lot easier for contractors to show and sell products, and easier for customers to understand what they’re getting.”
Another way Brown has increased his entry door sales is by using Pella DesignWorks exterior virtual design service. The program helps homeowners visualize their home with new features, including siding, roofing, windows and doors.
“With Pella DesignWorks, we simply send Pella photos of our customer’s house, and they give us renderings of two to three creative design options. Homeowners are wowed by it,” Brown said.
Even when customers aren’t necessarily planning on updating their entry door, Brown includes options in the renderings.
“A lot of our customers might be so focused on a roof or siding that they’re not even thinking about doors,” Brown added. “Just by being proactive and showing them different entry doors with Pella DesignWorks, we’ve been able to sell more. About 50% of customers are choosing the door Pella DesignWorks adds to the photo.”
Brown says that while there are other 3D visualization tools available, Pella DesignWorks is the only one that takes pressure off of him and allows him to maintain focus on his business’ key strengths.
“The design process slows us down. Being able to lean on the designers at Pella DesignWorks allows us to focus on the other parts of our business, which enables us to be more profitable,” Brown acknowledged.
In addition to streamlining the sales process, Brown says Pella DesignWorks helps provide homeowners with a positive remodeling experience.
“Working with Pella DesignWorks is such a simple process, yet it carries so much weight with the customer. By showing homeowners how their home can look with different styles, colors and features, they feel like our company is going above and beyond to do more for them,” Brown stated. “The truth is Pella DesignWorks is doing all the work.”
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