|Door Dealer Diaries|
The Insulated Garage Door: Why It Should Be Your No. 1 Seller
By Amy Campbell
With winter chills comes thoughts of how to keep our homes warmer. Sure, many of us crank up the heat or depend on a glowing fire in the hearth—not to mention piling on the blankets. One place often overlooked, however, is the garage door, the largest opening to a home.
As a door dealer, you probably naturally think about the benefits of an insulated garage door. But do your customers? I have to admit, it’s not the first thing that comes to my mind when I think about ensuring my own home is sealed tight. It probably should be.
An article on Greener Ideal notes replacing a non-insulated garage door with a newer, improved insulated one can make a huge difference in a home’s ability to retain heat in the winter months and keep a home cooler during warmer weather. And savings—and home temperature—are immediate.
Fortunately, today’s residential door manufacturers offer a variety of insulated garage doors. Of course, with improved efficiency comes a slightly higher price tag. There’s just no way around that. Realistically, the price increase isn’t always a huge jump. However, with the majority of homeowners still struggling to make every dollar count, sometimes it’s hard to part with those few extra dollars. So it’s up to door dealers to show their customers the benefits insulated doors will provide in the short and long term.
In a recent poll on the PDD website, 100 percent of respondents said they’re already selling insulated garage doors. If you’re not, I encourage you to consider adding these products to your lineup.
If you do offer insulated doors but are struggling to make the sales, consider your approach. Showing customers a single-layer door first, then suggesting they take a look at a better model—and higher price point—sets you up for failure. Instead, start with your best model and tell your customers why this is the door they need. Here’s a great article on upselling from the PDD archives.
You should also consider creating a one-page spec sheet highlighting the benefits of your insulated door products. Keep it simple so your customers can understand it and be sure to walk them through any industry terms.
As always, consider reaching out to your vendors for assistance. They can help you create a winning sales approach to selling insulated doors, and often provide marketing or sales materials.
Whether your dealership is in (mostly) sunny Arizona or frigid North Dakota, offering insulated doors can lead to bigger sales and more satisfied customers. Brush up on the benefits of these new and improved products, then tell your customers!
What’s your strategy for selling insulated garage doors? Share your ideas by posting a comment below.
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