Christina Lewellen, senior editor of Window & Door
News emerged recently that Penguin Windows, one of the largest home improvement companies in the country and a past Window & Door Dealer of the Year,
swiftly and unexpectedly closed down its corporate headquarters and
drastically downsized its operations. A company official attributed the
move to market weakness, according to at least one local press report,
but it's hard not to think the legal issues the company faced were at
least a contributing factor.
Last year, Penguin settled a complaint
with the Washington State Attorney General's Office. Penguin had been
accused of misrepresenting its products, making false claims about the
energy savings customers would achieve, and misleading consumers into
thinking that the in-home appointments they set up with Penguin were
something other than sales calls. While the company admitted no
wrong-doing, it agreed to tone down its marketing approach.
ago, when I interviewed company executives for the Dealer of the Year
profile, Penguin was described as aggressive in its sales approach, but
the leadership asserted that cost-conscious customers benefited from
its high-volume business model and systematic approach to installation.
Whether you agree with Penguin's aggressive sales approach or not, do
you think the company's story will have an impact on how other window
and door dealers decide to go to market? Will some companies back off
from more aggressive sales tactics?
Please take a moment to vote in my poll this week and let me know if
you're changing your ways or if you think other dealers are. Are
changes driven by legal concerns or do other methods simply work better
with homeowners today? Post a comment or send me an email if you'd like to share what you're seeing.
This week’s poll results, and most the comments received, confirms the industry’s skepticism...read more