Therma Tru Tt Whitepaper Lr User Manual

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4 Steps to Create a
Compelling Showroom
Open the door to success.
A showroom gives consumers the opportunity to interact with a product – which can have a big impact on their purchase decision.
Many dealers have found they need a showroom to reach a specific segment of the market. Therma-Tru’s research into the consumer
purchase process supports this concept, particularly when it comes to selling entry doors to homeowners in the new construction and
replacement markets. Now, Therma-Tru is sharing this research along with four steps to creating a compelling showroom. In addition,
we’ll share showroom strategies and success stories from eleven dealers around the country. These case studies provide you with
real world applications that have driven sales growth for dealers. It’s our hope that you use these findings to your advantage as you
prepare your showroom for selling seasons to come.

Consumer Purchase Process
Most consumers say they know exactly what they want in a door prior to entering the purchase process. However, they know very
little about doors and what defines a high-quality door. That’s where a top-notch showroom and well-trained sales staff can make all
the difference.
Therma-Tru regularly tracks the buying behavior of consumers who have recently purchased an entry door. Our research shows that
some of the most frequent actions in the purchase process are:
• Researching online.
• Visiting a showroom.
• Talking to a salesperson.
5%
6%
8%
8%
9%
9%
12%
14%
14%
14%
15%
16%
17%
19%
27%
31%
34%
37%

Shopping & Selection Process

Shopping	
  &	
  Selec9on	
  Process	
  

37%

Online (NET)

34%

Walked through stores / showroom displays
31%

Compared prices
27%

Talked to a salesperson
19%

Talked to a contractor / builder / remodeler

17%

Talked to friends / relatives

16%

Visited door retailers' websites

15%

Searched online product reviews
Nothing done

14%

Visited door manufacturers' websites

14%
14%

Read door brochures
12%

Looked through catalogs
Watched home improvement TV

9%

Looked at newspaper ads / store circulars

9%
8%

Read magazines

8%

Considered previous experience with brand

6%

Toured houses / home shows

5%

Reviewed online blogs
0%

5%

10%

15%

20%

25%

30%

35%

40%

What did you do during the shopping and product selection process for your [DOOR TYPE]? (Check all that apply.)

1

A compelling showroom plays a major role in the

What Characteristics Indicate Quality?

purchase process by giving the consumer the
opportunity to see products firsthand. This is key

Most
Important

to consumers when it comes to evaluating quality,

1

which, in their minds, means long-lasting
and durable.

the installation process and cost, among
other things.

4
5

training. At Therma-Tru, our goal is to support

Least
Important

5.27

5.39

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as
tin
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ng

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enhance their showroom displays of Therma-Tru

fiberglass door from Therma-Tru.

4.41

&

there every step of the way as dealers refresh and

level of proficiency on how to sell the value of a

3.87

7

dealers to help ensure their success. We are

doors, and train their sales staff to maintain a high

3.33

6

With these research findings in mind, now is the
time to make updates to showrooms and staff

3.00

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process. Consumers go to them for information on

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sales associates is also important to the purchase

Average Rankings

Likewise, a showroom staffed with knowledgeable

2

Note: Over 500 respondents answered this question by rating all possible definitions of
“quality” on a scale from 1 to 7 (1 being the most important and 7 being the least).

The Path to Showroom Success
Step 1: Have a purpose in mind.
When planning the next steps for your showroom, ask yourself:
“What is the purpose of our showroom?” and “What are we
trying to accomplish?” Do you want to differentiate yourself and
display the newest products available? Sell more high-end and
high-margin products? Whatever your objective may be, make
sure you define it early in order to stay focused on reaching a
successful result.

Step 2: Plan your showroom around that purpose.
Depending on your objective and starting point, planning out your
showroom may take as little as a few months or as long as several
years. Even as you plan short-term improvements, keep an eye on
opportunities for future expansions and changes to your showroom.
As Scott Sommers of Hartville Hardware put it, “A showroom is
never finished.”

Step 3: Develop a process to keep your
showroom up-to-date, relevant and
competitive.
Building or expanding your showroom is just the beginning.
Several of our featured dealers commented on how they
work continuously to update and upgrade their showrooms’
selection of products. “You’ve simply got to try new things
to stay competitive,” says Tim Harris of American Cedar &
Millwork. Another dealer goes through an annual three-month
process to decide which products to add or remove from
their showroom.

Step 4: Prepare your sales staff.

Suppliers and distributors also factor into successful

Finally, you must put the same amount of effort into

showrooms. Dealers want to offer quality products to

training your sales staff – inside and outside. “While

consumers, but don’t forget that service and overall

the showroom and displays are great for capturing

experience play a role as well. “Consider which suppliers

attention, nothing beats a knowledgeable, outgoing

are the easiest to work with, have the most consistent lead

sales person,” says Hartville’s Sommers. “Train,

time, and are the most service-friendly,” says Harris. Support

train, train your sales staff to sell product features

from distributors that offer a big selection and training on

and benefits,” adds Troy Kough, president of Kight

products, among other things, can also make a difference.

Home Center.
3

Showroom Strategies
In 2013, Therma-Tru partnered with LBM Journal to highlight several success stories from dealers around the country in a special
section called “Showroom Strategies.” This diverse group ranges in sales from a few million dollars to hundreds of millions;
from a primary focus on homeowners to almost exclusively trade professionals. In these interviews, dealers share their words of
wisdom and the lessons learned as they adjusted their showrooms to better serve their customers and increase sales. Keep these
ideas in mind as you put together a plan to enhance your Therma-Tru selling opportunities in 2014 and share your ideas with your
Therma-Tru representative.

In Their Own Words
The quotes below are just a glimpse of the tips these successful dealers have shared. Their full interviews, as well as company
background and sales information, are on the pages that follow.

“Plan ahead. You can save a great
deal of money by thinking ahead.”
– Dan Sullivan, Kelly-Fradet Lumber

“Invest in the right space as far
as location and dedicated size.”
– Bob Lane, Moehl Millwork

“A well-trained staff of professionals
is equally important to your success.”
– Pete Meichtry, Ganahl Lumber

“Put your displays in walls and not on rollers –
it makes a big difference.”
– Pete Vitola, Beeson Hardware and Lumber Company

“We needed the support of a solid distributor that
could give us the product training, inventory, selection
and quality of finished goods.”
– Troy Kough, Kight Home Center

4

Dealer Profiles
American Cedar & Millwork
Headquarters

An Interview with Tim Harris, Showroom Sales Manager at American Cedar
& Millwork:
Q: You recently decided to move your showroom from a separate leased space to within
your main facility in Raleigh. How do you expect this to affect your sales?

Lewes, Delaware
Locations
Raleigh, North Carolina
Greensboro, North Carolina
Millersville, Maryland
Lewes, Delaware
Dover, Delaware

A: W
 ith the new 3,000 sq. ft. showroom in the same facility as our lumberyard, we
expect some of our customers that were previously buying specific items to now
buy more (and different) products since they can see all of our product options at
the same facility.
Q: How long did it take from the decision to update the showroom until it
was completed?
A: M
 anaging a showroom for us is always an ongoing process. However, from the
start of relocating the showroom to its opening, it took about three months.

Annual Sales
$22 Million

Q: What specific type of assistance did you get from manufacturers and suppliers when
creating the new showroom?

Customer Focus

25%
Homeowner
Contractor

75%

A: O
 ur suppliers have always been great at offering us displays for free or other
low-cost alternatives. We’re known in our marketplace for continually offering the
newest products, so we took this opportunity to upgrade and expand our displays.
This excites our customers and gives our suppliers the opportunity to showcase
their newer products.
Q: What criteria do you use to decide which brands to feature in your showroom?
A: W
 hen displaying brands, you have to consider which supplier’s products are your
best selling, and at the same time, consider which suppliers are the easiest to
work with, have the most consistent lead time, and are the most service-friendly.

Company Background
Started as a family business in
Delaware in 1984, American Cedar &
Millwork now operates four locations,
as well as a pre-staining operation.
Over the years, the company has
expanded its product line to include
cedar, redwood, hardwoods, roofing
materials, doors, windows, hardware,
custom mouldings and other related
millwork items, in addition to the
services of the pre-staining operation.

Q: How do you encourage your builder and remodeler customers to use your showroom
with their homeowner customers?
A: W
 e have always encouraged our customers to treat our showroom as if it is an
extension of their own offices. We have builders that plan meetings with their
clients and designers in our conference room, which is great. They’re welcome to
use our facility whether it involves us or not.
Q: What tips do you have for other dealers who are thinking of redoing their showrooms?
A: D
 on’t be afraid to bring in any product that you think may be a benefit to your
customers. If the new product doesn’t prove fruitful, then sell it to a customer for a
deal and replace it with something else. You’ve simply got to try new things to
stay competitive.

Showroom
Three of the company’s four locations
have showrooms. Their newest
project is relocating an existing
showroom from a leased space
across the street from their facility
in Raleigh, North Carolina, to within
the company’s main operations so
everything will be under one roof.

5

Beeson Hardware and
Lumber Company

Q: Your company has several divisions. Which division do doors, windows and
moulding fall into?

Headquarters

A: I head up the Hardware and Lumber Division for Beeson Hardware. That’s the
area where these products are sold.

High Point, North Carolina
Locations

Q: Tell us about your latest showroom upgrade.

High Point, North Carolina
Asheboro, North Carolina

A: W
 e update our showroom every two years based on customer needs and quality
of products available to showcase. Every year, we evaluate new displays that are
available to us and update those regularly.

Annual Sales

Q: What kind of assistance, if any, do you receive from manufacturers and suppliers?

Not Given

A: W
 e rely on co-op assistance that allows us to do enhanced showroom features
and local marketing. Beeson Hardware advertises on the radio, and we have a
good line of communications with our builder customers.

Customer Focus
10%
Homeowner
Builder

60%

An Interview with Pete Vitola, Vice President at Beeson Hardware and
Lumber Company:

30%

Remodeler

Q: What are you personally most excited about regarding your showroom?
A: A
 ll of our displays are built into walls. This gives our customers a better idea of
what the product will look like in a home. My biggest tip to other dealers is to
imitate this idea. Put your displays in walls and not on rollers – it makes a
big difference.
Q: Who are the top manufacturers / suppliers with the most visibility in your showroom?
A: Andersen, JELD-WEN, Therma-Tru Doors, Ply Gem and Masonite.
®

Company Background
Privately owned Beeson Hardware
and Lumber Company has been in
business since 1883. The company
carries more than 10,000 products
and operates four divisions: Hardware
and Lumber, Industrial Products,
Contract Hardware, and Hardware
and Plumbing.
Showroom
Beeson Hardware and Lumber
regularly updates its showroom.

Q: Are there any brands you added to your showroom during its most recent remodel?
A: Yes, we added in YKK AP windows and Wolf Custom cabinets.
Q: What are you looking for from a company that makes it a winner in your showroom?
A: F
 irst and foremost, we want quality products. Second, we need impressive
displays that will sell the company’s products. And third, we’re looking for
partners in the field. Those companies that offer co-op advertising opportunities
are always a winner with us.
Q: What type of feedback have you received on your showroom?
A: W
 e’re told that we have the nicest showroom in our area. This continually helps
increase our business.

6

Hartville Hardware

An Interview with Scott Sommers, Lumber Division Manager at
Hartville Hardware:

Headquarters

Q: Why did you decide to move your business location?
A: We looked ahead to the future and determined if we wanted to be in business for
the next 40 years we needed to move forward with investing in a new facility that
meets the changing needs of our customers.

Hartville, Ohio
Locations
Hartville, Ohio

Q: How long did it take from the decision to construct a new location until it
was completed?

Annual Sales

A: We invested five years in the plans, construction and opening of the new location.

Not Given

Q: Did you add any new brands or eliminate any that were not working when you
introduced the new millwork, doors, windows and decks showroom?

Customer Focus

20%
Homeowner
Builder

20%

60%

Remodeler

A: W
 e did not change brands; however, we gave more space to some and took
space away from others. Vendor partners who got excited about the project and
stepped up were featured above those vendors who did not.
Q: What specific type of assistance did you get from manufacturers and suppliers when
creating the new showroom?
A: S
 ome vendors helped us with showroom layout and design, which was very
beneficial. I believe the ones who made this commitment saw a payback with our
increased sales of their products. Companies like Andersen, Therma-Tru Doors
and Timbertech are all important vendors for us and they’re rewarded with strong
visibility in our showroom.
®

Company Background
Hartville Hardware is a family-owned
business and a member of Do It Best
Corp. Started in 1972, the company
prides itself on playing a vital role in
the community where it was started
41 years ago.
Showroom
In April 2012, Hartville Hardware
opened a new 300,000 sq. ft. facility
a mile from its original location. Within
the facility, there’s a new 8,000 sq.
ft. showroom for millwork, doors,
windows and decks, along with an
additional 20,000 sq. ft. showroom
for kitchen and bath, flooring and
appliances. The new state-of-the-art
facility was created to position the
company for growth in the future
and to compete with area
big-box locations.

Q: How has the showroom refresh affected your sales and margins?
A: O
 ur sales at Hartville Hardware are up more than 35% for the main product lines
we feature in our showroom over the first 12 months since the opening. We’re also
benefiting because the new location is selling more higher-end products.
Q: What are you personally most excited about regarding the new moulding, doors,
windows and decks showroom?
A: I like having all our displays current. As any dealer knows, keeping displays
up-to-date is difficult and it was great to have a fresh start on this as well as the
space to do it correctly.
Q: What tips do you have for other dealers who are thinking of redoing their showroom?
A: W
 hile the showroom and displays are great for capturing attention, nothing beats
a knowledgeable, outgoing salesperson. The one-on-one salesperson contact is
still the key to success in a showroom. And remember that a showroom is never
finished. We’re a year in and we need to start making changes to keep our
showroom updated.

7

Kelly-Fradet Lumber

An Interview with Dan Sullivan, General Manager at Kelly-Fradet Lumber:
Q: Why did you decide to redo your showroom?

Headquarters

A: We actually update our showroom every winter to prepare for the busy spring,
summer and fall selling seasons. It’s important that we update yearly to feature
new products so our customers can actually see the newest products available
from us.

Enfield, Connecticut
Locations
Enfield, Connecticut (2 Locations)
Ellington, Connecticut
East Longmeadow, Massachusetts
Annual Sales

A: W
 e keep ourselves on a strict three-month time frame each winter for updating
the showroom.
Q: Who are the key suppliers to your showroom?

Not Given

A: Andersen Windows, Merillat, Therma-Tru, Velux, Azek, GAF, Medallion Kitchen and
Bath Cabinetry, JELD-WEN, Silver Line, Schlage and Larson.

Customer Focus
15%
Homeowner
Builder

60%

Q: How long did it take from the decision to update the showroom until it
was completed?

25%

Remodeler

Company Background
The privately and locally owned
Kelly-Fradet Lumber company
operates three locations in Connecticut
and one in western Massachusetts.
Started in 1951, the company prides
itself in having more than 600 years
of combined employee experience.
Kelly-Fradet offers retail and online
shopping, job site support for
professionals and consumers, and
computer estimating capabilities for
windows, doors, engineered lumber
and cabinetry.
Showroom
Annual updates are made to the
company’s 2,600 sq. ft. showroom in
Enfield, Connecticut.

Q: Did you add any new brands or eliminate any that were not working when you
introduced the new showroom?
A: D
 uring our last update, we added in Eagle windows by Andersen and Schlage
door hardware. At the same time, we eliminated Marvin Windows and Doors. The
decisions to make these changes were mostly customer-driven. We try to have
the top brands available in the showroom that our customers want and use in our
specific geographic area.
Q: What type of assistance did you get from manufacturers and suppliers when creating
the new showroom?
A: B
 oth helped us out with display design, signage and discounts to help offset the
cost of the yearly update.
Q: How has the showroom refresh affected your sales and margins?
A: A
 lmost every showroom improvement we make affects our sales in a positive way.
Showcasing some of the higher-end products and different product options often
leads us to increased sales.
Q: What are you personally most excited about regarding the updated showroom?
A: A
 ny time we can help simplify the building process, it helps our customers.
By offering more options and information to our customers, it gives us the
opportunity to take care of them.
Q: What tips do you have for other dealers who are thinking of redoing their showroom?
A: P
 lan ahead. You can save a great deal of time and money by thinking ahead.
Preparation helps everything go quicker and more smoothly.

8

Kight Home Center

An Interview with Troy Kough, President at Kight Home Center:
Q: Why did you decide to redo your showroom?

Headquarters

A: In 2012, we made the decision to close our door shop, which spurred the
showroom renovation. We decided to align ourselves with a top-name door
manufacturer and distributor that could give us the same quality product on a
timely basis with competitive pricing.

Evansville, Indiana
Locations
Evansville, Indiana
Rockport, Indiana
Owensboro, Kentucky

Q: H
 ow long did it take from the decision to update the showroom until it
was completed?
A: F
 rom the decision to renovate and add in door displays to the opening of the new
showroom, it was about five to six months.

Annual Sales

Q: W
 hat specific type of assistance did you get from manufacturers and suppliers when
creating the new showroom?

$30 Million
Customer Focus
5%

5%
Homeowner
Builder
Commercial

A: T
 he entry door manufacturer we selected to showcase and their distributor,
Lumbermen’s out of Shelbyville, Indiana, gave us new display credits as well
as literature, training and support in selecting the products to display in the
showroom.
Q: What criteria did you use for deciding which brands to add or eliminate?
A: W
 e changed from another brand to Therma-Tru Doors in order to give our
customers quality products. We had confidence in the quality of Therma-Tru
Doors’ product to begin with, but we needed the support of a solid distributor
like Lumbermen’s that could give us the product training, inventory, selection and
quality of finished goods in order to retain our position as the leader in exterior
doors in our market.
®

90%

Company Background
Kight Home Center is a wholly owned
subsidiary of Carter Lumber Company
with two operating locations in Indiana
and one in Kentucky.
Started in 1957 as Kight Lumber
Company by Robert Bernhardt, growth
happened quickly for this family-run
business. In the 1960s, Kight Kitchen
Interiors was opened and property
was purchased for company
expansion and a rail drop-off point for
lumber. Additional locations opened in
the 1980s, and by 1998 Kight Custom
Millwork & Laminate was established.
Kight Home Center was acquired by
the Carter Lumber Company in 2005.
Showroom

Q: How has the showroom refresh affected your sales and margins?
A: We’ve maintained our margins and increased our sales by approximately 7%. With
the new complete door unit displays, instead of the slab displays we had before,
we’re definitely seeing an increase in sales of our higher-end Classic-Craft doors,
which is a big win for us.
®

Q: How do you encourage your builder and remodeler customers to use
your showroom?
A: W
 e’ve maintained a millwork showroom for our contractor customers since the
late 1980s and try to consistently offer the brands and products that our customer
base demands. Most importantly, we keep up with trends and selections that are
the latest and best available products in order to offer our customers what they
need to build their sales.
Q: What tips do you have for other dealers who are thinking of redoing their showroom?
A: A
 lways, always, always use the best products you can get and train, train, train
your sales staff to sell product features and benefits. The best products will always
be the “best value” for the customer when considering long-term investment and
maintenance aspects.

A newly updated 18,000 sq. ft.
showroom was opened in late 2012
at the company’s Evansville location.
The showroom features departments
dedicated to Kitchen and Bath,
Installed Sales, Decks and Fencing,
plus Windows and Doors, along with
offering in-house drafting services and
a multitude of other products.

9

Moehl Millwork, Inc.

An Interview with Bob Lane, Vice President of Sales at Moehl Millwork:
Q: Why did you decide to redo your Iowa showroom recently?

Headquarters
Ankeny, Iowa
Locations
Ankeny, Iowa
Olathe, Kansas
Annual Sales
$31 Million for the Iowa Operation
Customer Focus
Builders, Remodelers and
Homeowners
Company Overview
Started in the 1960s, Moehl Millwork,
Inc. is a locally owned wholesale
distributor of millwork products
located just north of Des Moines,
Iowa. The company serves lumber
dealers throughout the state, along
with metro area contractors and offers
a wide variety of products including
windows, doors, wood moulding, stair
parts, hardwood, lumber, cabinets,
countertops, and related hardware.
Moehl Millwork specializes in
full-service support for residential
and commercial project customers
and also operates in Olathe, Kansas,
under the name Kansas City Millwork
Co., supplying millwork products to
contractors in the Kansas City area.
Showroom
The recently opened 3,000 sq. ft.
showroom in Ankeny focuses on
the newest products and trends
for commercial, residential and
multi-family new construction and
remodeling projects. A 2,500 sq. ft.
showroom also exists at the Kansas
City location.

A: Primarily, we wanted our customers to have a place where they could bring
their customers to show them the most updated products in the industry. We’re
focused on enhancing our showrooms continually with the latest products.
Q: What makes this showroom different in the marketplace?
A: Variety. We can show the customer products that fit any price range of home. One
of the changes we made to the new showroom was adding in products to fit less
expensive homes that are being built in our market to open up more options to our
customers. Once at the showroom, the customer can pick out everything from
high-end cabinets to custom-made windows to entry door systems.
Q: How long did it take from the decision to update the showroom until it
was completed?
A: About two years.
Q: What specific type of assistance did you get from manufacturers and suppliers when
creating the new showroom?
A: O
 ur suppliers worked with us to provide a deeper discount than normal on
materials because they knew they’d be featured in this new showroom. Several
of our suppliers, like Therma-Tru Doors, have lots of displays in the showroom
because they wanted to support our efforts to provide different product line
options to showroom visitors.
®

Q: What’s the biggest advantage of the new showroom for your business?
A: We can now offer people options of good, better, best to match their needs. This
also allows us to upsell certain products and close the sale while they’re in
the showroom.
Q: H
 ow do you encourage your builder and remodeler customers to use your showroom
for use with their homeowner customers?
A: We’ve thought ahead for the professional who is bringing in consumers. We offer
complimentary refreshments, have toys for children to play with so the parents
can focus on purchase decisions and provide a great deal of one-on-one attention
so the consumer feels comfortable with their product choices.
Q: What tips do you have for other dealers who are thinking of redoing their showroom?
A: Invest in the right space as far as location and dedicated size. During the
showroom’s design stage, seek input from different people in your company
because the sales people don’t have all the ideas!

10

Scherer Bros. Lumber Co.

An Interview with Kurt Netzer, Retail Sales Manager at Scherer Bros. Lumber Co.:
Q: Why did you decide to redo your showroom?

Headquarters

A: We wanted to expand the selections of products we sold and supported. Our
mission is to be an outstanding provider of building materials in our area and we
feel that our displays deliver education, as well as support, for our contractors and
their clients.

Brooklyn Park, Minnesota
Retail Locations
Arden Hills, Minnesota
Hopkins, Minnesota
Shakopee, Minnesota

Q: How long did it take from the decision to update the showroom until it
was completed?

Annual Sales

Q: Did you add any new brands or eliminate any that were not working when you
introduced the new showroom?

A: For us, it took a full year to plan out and implement the showroom change.

Not Given
Customer Focus
15%
Homeowner
Builder

45%

Remodeler

40%

Company Background
Scherer Bros. Lumber Co. is a privately
owned company serving contractors
and do-it-yourself customers
throughout Minnesota and western
Wisconsin. The company was started
in 1930 by brothers Munn and
Clarence Scherer, and has grown
into an award-winning company with
operations at six facilities.
Showroom
The 5,500 sq. ft. showroom at the
company’s Hopkins location was
updated in 2007.

A: O
 ur priority was on expanding the selections and options of the products that we
presently were displaying by doubling the area we had dedicated for that purpose.
Our goal was for our sales staff to be able to show actual full-size and working
units to customers. Previously, we were limited in selection options with just
corner samples or examples in pictures. There’s nothing better than having a full
operating unit in front of someone when trying to make the sale.
Q: What specific type of assistance did you get from manufacturers and suppliers when
creating the new showroom?
A: T
 he design assistance and co-op fund support we received from many suppliers
helped us with the new showroom implementation. Marvin, Anderson,
Therma-Tru and Simpson all have strong visibility in our showroom and each of
those companies were supportive of the redesign efforts.
Q: How has the showroom refresh affected your sales and margins?
A: T
 he most important aspect is that the showroom allows us to very easily upsell
products because we have so many options to show our customers. We also
found it was a great asset in 2010-11 when the focus was on the energy tax
credit – people could see and touch energy-efficient products before making their
buying decisions.
Q: How do you encourage your builder and remodeler customers to use
your showroom?
A: W
 e designed the showroom to have two meeting areas so that customers and
contractors can sit down and review the selections available to them.
Q: What tips do you have for other dealers who are thinking of redoing their showroom?
A: D
 o not rush the process. There are many considerations when renovating
a showroom. Creating a clean, open space while still showcasing as many
product options as possible is important. And don’t forget to consider space for
future displays for newer products and the replacement process when units get
older. Input from sales staff on options to consider is also very important, since
remodeling and new home segments require two different thought processes.

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Van’s Lumber & Custom
Builders, Inc.

An Interview with Mark Porath, Windows / Doors Specialist at Van’s Lumber &
Custom Builders, Inc.:
Q: Why did you decide to redo your showroom recently?

Headquarters
Luxemburg, Wisconsin
Locations
Luxemburg, Wisconsin
Dyckesville, Wisconsin
Egg Harbor, Wisconsin
Annual Sales
Not Given
Customer Focus
Contractors, Homeowners
and Remodelers
Company Overview
Started in 1950, Van’s Lumber &
Custom Builders, Inc., is owned
and operated by third generation
members of the VandenHouten
family – brothers Craig, Chris, Eric
and Kurt. The company specializes
in the construction of residential
custom homes and light commercial
construction. The company also has a
retail lumberyard and hardware store
offering a multitude of products for
do-it-yourself home projects, plus a
wide assortment of building materials
for contractors. Van’s Lumber &
Custom Builders has a reputation of
being a “one-stop shop” for windows,
roofing, siding, doors, trim, stairways
and storm doors.

A: We wanted to expand our window and door area so that customers can see full
displays rather than looking at a catalog. We’re taking a 600 sq. ft. conference
room and converting that space into more showroom area. We believe this
investment will help support our installed sales programs for windows, doors,
siding and roofing.
Q: How long will it take from the decision to update the showroom until it is completed?
A: About three months.
Q: What specific type of assistance did you get from manufacturers and suppliers when
creating the new showroom?
A: B
 ecause this showroom expansion focuses primarily on windows and doors, we
leaned on our Therma-Tru territory manager to help us select the appropriate
doors and options we should be showing. Now we have more decorative glass
selections, door skins and door styles in our showroom. For windows, we also
added a wider display selection.
Q: How does your company and your showroom bring value to your customers?
A: W
 e are a design / building company with our own draftsman on staff. People can
come to our location and we can show them the actual products that are being
drawn into their home plans. We’re there every step of the way with our customers
from creation of the plans to installation of windows, doors, siding and roofing.
People like the fact that we take care of the job from start to finish.
Q: How do you encourage your builder and remodeler customers to use your showroom
for use with their homeowner customers?
A: W
 e always encourage builders and remodelers to send their homeowner
customers to our showroom. When customers see firsthand the quality of the
products we offer, our chances of completing the sale increase.
Q: What tips do you have for other dealers who are thinking of redoing their showroom?
A: M
 ake a strategic choice to display product from reputable manufacturers who
have proven products and great customer service.

Showroom
The company added 600 sq. ft. to
its original, 3,500 sq. ft. showroom in
Dyckesville in 2013.

12

Ganahl Lumber Company

An Interview with Pete Meichtry, Vice President of Merchandising, Purchasing and
Advertising at Ganahl Lumber Company:

Headquarters

Q: In 2012, your company opened a new Pasadena showroom location with 6,000 sq. ft.
of space. Why was this location selected and how successful has it been?

Anaheim, California
Locations
Pasadena, California
Anaheim, California
Buena Park, California
Capistrano Beach, California
Costa Mesa, California
Corona, California
Laguna Beach, California
Lake Forest, California
Los Alamitos, California
Annual Sales

A: We wanted to expand into the Los Angeles County market, so Pasadena was ideal
for us. We really believe we’ve created the premier window and door showroom in
Los Angeles County. Vendors and manufacturers continually send their customers
to this showroom because of how attractively it displays their products and the
professionalism of our staff.
Q: How long did it take your company, from the decision to build to the
facility completion?
A: This was a 24-month project for Ganahl Lumber.
Q: What is unique about the Pasadena showroom?
A: This showroom is open seven days a week to encourage professionals and
homeowners to visit and get inspired for their projects.
Q: When you opened the Pasadena location, you chose not to add new brands or take
away older brands. Why?

$249 Million
Customer Focus

A: That’s correct. We want to maintain a consistent companywide offering at all our
locations, so we stick with the same valued vendors. These companies are our
strategic partners in so many ways.

10%

Q: Who are some of your key suppliers for the showroom?

90%

Homeowners
Trade Professionals

Company Overview
Celebrating 130 years of business
in 2014, Ganahl Lumber Company
has nine (soon to be 10) locations in
southern California. The family- and
employee-owned business offers a
wide selection of lumber, plywood,
panels, moulding, doors, windows,
paint and other building materials.
Showroom
The company opened a new
6,000 sq. ft. showroom in Pasadena
in 2012.

A: We focus a lot on doors and windows at this location. We’re fortunate to have major
suppliers involved including Andersen, Marvin, JELD-WEN, Therma-Tru, LaCantina,
Milgard and Western Window.
Q: This past July, you ran a special “Doors on Tour” at the showroom. How did that
work out?
A: The “Doors on Tour” was a great idea that Therma-Tru worked on with us. There
was a trailer of doors at the Pasadena location for 60 days and special discounts
were offered. This gave a “limited time” feel to the promotion and really helped get
our area excited about fiberglass doors. Once the “tour” was over, the trailer of
doors moved on to our Anaheim location for a continuation of the promotion. Sales
are up at both locations as a result of this unique special activity.
Q: What was one of the most important goals in opening this location for
Ganahl Lumber?
A: While we provide high visibility to all our key vendors in our showroom through
working product models in vignettes, we chose to lead with the manufacturers who
offer the most architecturally relevant designs for the Pasadena area. By focusing
on the very specific design styles and needs for Pasadena, we’ve been able to
make a major impact in this marketplace.
Q: What has been the result of being in the Pasadena market?
A: Since this was a new market for Ganahl Lumber, it’s taken about a year to become
established in this location. After our first full fiscal year in Pasadena, door and
window sales grew 60% year-over-year, which shows that we can have a major
impact in this marketplace.
Q: What tips would you give another dealer thinking of adding or redoing
their showroom?
A: First of all, a well-designed and aesthetically pleasing showroom design is
important. However, hospitality and a well-trained staff of professionals is equally
important to your success.

13

Your Building Centers

An Interview with Dean Conrad, Vice President of Purchasing & Marketing at YBC:

Headquarters

Q: T
 he big story for YBC is the 10,000 sq. ft. “YOUR Home Solutions Center” that
opened in the autumn of 2013. What’s the history behind this showroom?
A: W
 e had extensive discussions with our builder and remodeler customers back in
2006 to determine what they needed in a showroom, then we started construction
of our new Williamsport, Pennsylvania, showroom in the winter of 2007. When the
recession hit in 2008, we backed off the project and only started working again
on it during the winter of 2011. The showroom was finished and opened this past
autumn.

Altoona, Pennsylvania
Location
Williamsport, Pennsylvania
Annual Company Sales

Q: What is unique about the Williamsport showroom?

$80 Million

A: W
 e listened to our partnered customers. They asked for a location that showcases
major product lines 24 hours a day, 7 days a week, and we delivered.

Customer Focus

Q: How do your customers maximize the use of the showroom?

10%
Homeowners

30%

Builders
Remodelers

60%

Company Background

A: B
 uilders and remodelers can either bring their customers into the showroom (24/7
for our partnered builders and remodelers who meet certain purchasing criteria) to
view products or they can bring their customers in during regular business hours
and our team will do product presentations for them with the builder or remodeler
present. There’s also the option to send the customer to the showroom on their
own and we’ll make presentations and sell the project based on the guidelines
and financial allowances provided by the builder or remodeler. Additionally, we
offer after-hours appointments to fit the customer’s schedule.

Since starting in 1988,
employee-owned Your Building Centers
(YBC) has grown to 14 retail lumber
and building materials locations, plus a
100,000 sq. ft. manufacturing operation
for roof and floor trusses, wall panels,
countertops and interior doors.

Q: What did your customers request for the new showroom that they’ll find at the
Williamsport YBC location?

Showroom

Q: How did you decide which brands to display?

After years of planning and
construction, a new 10,000 sq. ft.
showroom opened at the company’s
Williamsport, Pennsylvania, location
in 2013.

A: There are dozens of key suppliers represented in this showroom. We expanded
our kitchen and bath displays and flooring department to offer more updated
product selections. And, we expanded the display area for some of the windows,
doors, siding, trim, decking and railing companies that have proven their success
with us over time.

A: W
 e focused on products that are (or are perceived to be) the top suppliers for their
category. YBC is proud to offer top brand name products at competitive prices
that contractors like to use and homeowners know and trust.
Q: Who are the top three suppliers with the most visibility in your showroom?
A: M
 asterBrand Cabinets has more than 50 kitchen and bath vignettes. We have
one of the largest Anderson Window Galleries on the East Coast. And there are
36 Therma-Tru doors on display in the showroom, plus the company’s latest
technology showing door glass offerings on a 40-inch flat screen television
running in a continuous loop.
®

Q: Y
 ou’ve been open just a few months now. How have sales been since then at
this location?
A: Since the grand opening in September of 2013 our traffic count and sales are up
substantially, and we expect to see continued growth of sales and margins in the
coming years. Our new partner builder and remodeler program also continues to
grow on a daily basis as these industry professionals see the value in accessing
the showroom after hours with their key fob.
Q: W
 hat tip would you give another dealer thinking of adding or expanding
their showroom?
A: Talk to your customer base. Ask them what they need to help them sell and close
more jobs. This way you’re honing in on products to display what will bring you
more sales and meet the needs of your customers.
Q: What are you personally most excited about regarding your new showroom?
A: This showroom fills a need for our remodeler and builder customers. When the
homeowner can make selections by seeing the product in person as it will appear
in their home, it should make the selling process much easier for our customers.
Since many people “buy what they see” in our showroom, this is a win-win
14
solution for everyone.

Pro-Build of Wilmington

An Interview with Steve Caudill, General Manager of Pro-Build Wilmington

Headquarters

Q: Your recent showroom project at Pro-Build Wilmington gives you 10,000 sq. ft. of
space. Why did you undertake such a large project?
A: W
 e wanted to provide a place where builders could come in to make product
selections or just as easily send in their homeowner customers to make those
choices. By having an expansive showroom we’re able to showcase
“good, better, best” product options by our select vendors to increase upsell
opportunities to our customers.

Denver, Colorado
Location
Wilmington, North Carolina
Annual Sales

Q: How has the new showroom helped you be competitive in your marketplace?

Not Given

A: F
 irst of all, we moved quickly with the showroom project. It was done in just six
months so we could start using it as soon as possible. Second, the space in the
showroom allows us to position ourselves as a high-end millwork center. Most of
our competitors simply can’t show the same broad array of products as us due to
their space limitations.

Customer Focus
10%
Homeowner

20%

Builder
Remodeler

70%

Company Background
For the past nine years, Pro-Build
of Wilmington, North Carolina, has
focused on meeting the needs of
builders, contractors and do-ityourselfers. The location is one of 450
Pro-Build stores across the country.
Showroom
The Wilmington location features a
10,000 sq. ft. showroom that helps
the company defend its
marketplace position.

Q: What strategies did you use to decide on which products would be promoted in the
new showroom?
A: W
 e did our research and found that in certain product groups we were offering
too many choices, which was confusing our customers. An example of this would
be composite decking. Originally we offered six different brands of composite
decking. For the new showroom, we partnered with just the one industry leader
and now showcase their full line of decking and railing.
Q: What criteria did you use to decide on which brands to add or eliminate?
A: W
 e looked at strength of the company, product selection, warranty and field
representation. These were all critical issues that led to our strategic alliance with
key suppliers.
Q: So, who are the key suppliers in your showroom?
A: Our top suppliers include Andersen, Therma-Tru, JELD-WEN and TimberTech.
Q: How has the new showroom affected your sales?
A: T
 he new showroom allows us to offer more product selection and higher-end
millwork products. For example, in the fiberglass door category, we can now
show a customer anything from a 6-panel Smooth-Star door to a Classic-Craft
Mahogany Collection door with different decorative glass options.
®

®

TM

Q: Is there one key addition to the showroom that has really been an asset for
Pro-Build Wilmington?
A: Absolutely. We put in a private conference room where builders can meet with
their customers. This way builders get their clients into the showroom and meet
with them here to make all their product selections at one time. I’d say our foot
traffic in the new showroom has increased by 25%, which is positively impacting
our sales.
Q: W
 hat tips would you have for other dealers who are thinking of redoing
their showrooms?
A: Keep your showroom clean and uncluttered. You don’t have to have a massive
amount of space to have a strong showroom. Utilize the space you have and
keep the product offering updated. And add an exterior sign that says “Showroom
Open to the Public” to increase walk-in business.

©2014 Therma-Tru Corp. All rights reserved. THERMA-TRU and the Therma-Tru Logo are trademarks of
Therma-Tru Corp. Registered trademarks are registered in the U.S. and may be registered internationally.
Therma-Tru Corp. is an operating company of Fortune Brands Home & Security, Inc.

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