What is the right way to sell double glazing?

Photo of author

Nick Dardalis

Updated on

Is there a place for the traditional sales tactics employed by the national and other double glazing firms?

Speak to any salesman working for smaller or medium sized companies and they will tell you that they find it easy to sell against the big firms and the sales tactics they employ.

Engage in discussions with other independent window businesses and you’ll see a common agreement that there is no place for pressure selling, being in someones home for hours on end, telephone or door canvassing, buy one get one free offers and so forth.

Has the double glazing buying process changed?

double glazing discounts are one area that gives the industry a bad reputation
We all perceive value differently.

The internet has brought a huge amount of information to consumers. Rewind 25 years or so and the general purchasing process of double glazing was vastly different. It was commonplace to get a salesman to come round your home because that was the way windows were sold.

  • The customer had no idea what system they were buying.
  • The customer was replacing their windows for different reasons than today.
  • The product availability was far more limited.
  • The consumer rarely did their own research.
  • The availability of information was far less.
  • Systems companies never marketed their brand directly to consumers.
  • Our lifestyles have drastically changed.

We have long advocated that the traditional sales tactics of many double glazing salespeople are employed simply to secure a sale. Our view is that the reason these sales tactics came about is because of the commission only nature of double glazing sales that is still commonplace today. Also these sales tactics are an integral part of companies that really heavily on lead generation and extensive follow up calls.  What is also true is that we remain in a hugely competitive market with no stability or a common theme in window and door prices.

It is right to question whether anyone should be pressured into buying a product, whether there is any logical reason for a salesman to spend hours in the home or whether huge discounting and incentives to buy really work? Does this tactic still work for many companies? Clearly it does if it secures sales.  The ethics of it are another subject altogether.

Do high pressure sales tactics work?

Those of us working outside the large double glazing firms continue to question how in today’s information age and with more information available to consumers these sales tactics could possibly work.

By nature of the £100m+ turnover of Anglian, Everest or Safestyle consumers surely are quite happy with the buying experience. If not these companies would not sell the sheer volume that they do?

Is there a point of view that even with the buy one get one free offers, “manager” discounts, “valid only for today” offers and seemingly permanent discounting that customers are actually happy that they have received good value?

Look on social media and you’ll actually see a mixture of consumers tweeting delight at the products and services they have received from the national window firms as well as highly negative experiences.


What is a typical double glazing sales process?

For the large companies, sales training is far more important than product training.  For many window firms, the traditional method of selling still works.  It is all about focusing on the opposite to what the customer expects.  Examples include focusing on customer emotion, customer needs, and problems.  Other examples of how double glazing is sold includes focusing on benefits not specifications, focusing on value not price.  There are still a large number of businesses that do operate this way.  They will confirm established sales tactics, drop closing,  telesales, door to door canvassing and huge discounting works for them and generates them sales.

The closing technique or phrase is still used by many. If you’ve had a salesman visit or been a salesman before, are any of these phrases familiar?

Is there any reason, if we gave you the windows at this price, that you wouldn’t do business with our company?

If we could find a way to deal with [objection], would you sign the contract today?

If we throw in [freebie/incentive], would that convince you to sign the contract today?

If you sign the contract today, I can guarantee we can do [special request homeowner asked for]. How does that sound?

Will you commit to doing business with us today?

Everyone perceives value differently.

The designer clothing and accessories market is a great example of brand loyalty and extensive marketing. However dig deeper and you’ll find that often it is not what it seems.

There is vertical integration in the sunglasses sector. There are huge factories manufacturing many designer clothing or fashion watch labels under one roof. There are even high end, iconic British and international brands having some their goods made in China.

The point here is that we all perceive value and brands differently. Large double glazing firms after so many years trading are cemented in people’s minds as the people to go and get a quote from. And let us not forget the multi million pound marketing budgets that these large companies have.

There may also be the issue of trust. The large companies have been trading for several decades and Everest of course has the  “fit the best” slogan. You’ll know marketing slogans can be embedded in our minds for generations.  Is this excellent marketing for Everest continuing to serve them well?

Therefore whilst some criticise the way the larger double glazing companies choose to sell windows, we have to respect consumer choice and perceived value. Some us may know what aluminium system Everest sell under their well known slogan. We in the window industry might not perceive it as the best, but the consumers may well do thanks to excellent marketing over many years and how the salesman ultimately presents the company and the product. The same could be said for any product.

The window industry has knowledge that consumers don’t.

It is also right to point out that we in the window industry have access to information that consumers don’t. Knowledge is power and knowledge often cements our point of views.

We bemoan the large double glazing firms selling a basic composite door for three thousand pounds to an unsuspecting homeowner. We all express our disgust at how anyone can get away with selling a door for this amount of money.

But what we have is insider knowledge at what it cost us to buy this door, our labour rates, profit margins and so forth.

The consumers don’t!

If the sales process of some is to quote several thousand pounds for a door, discount it and the customer perceives this as getting fantastic value we have to respect that as well.  If by sheer size, these companies must sell at a high price in the hope they may get away with as much as possible to cover extensive overheads then that is not just double glazing that does this but many other large firms with huge wage bills, administration/operational costs and marketing budgets.

What is the right way to sell double glazing, and what is misleading?

This very website helps many consumers on a daily basis contacting us to ascertain whether what they’ve been told by a salesman is true.

“I’ve been told by my salesman that externally beaded aluminium windows are illegal, is this correct?”

“My salesman has informed me that I don’t need trickle vents if I leave my windows in the locked ventilated position”.

“I’ve been told to avoid aluminium windows because they can’t achieve the window energy ratings of PVCu?”

In many walks of life we rely on the knowledge of others to help us make a buying decision. It is unfortunate that sometimes this knowledge can be false or misleading. This is frustrating for us in the window industry that sell honestly where some salesmen choose to grossly mislead or criticise the competition in order to sell their own product.

Local window firms are changing double glazing for the better

Via the Aluminium Trade Website we receive enquiries from the general public about home replacement products.  As a consequence of this, and our work creating websites and digital advertising solutions, we are fortunate to come into contact with many window companies.

the window industry is investing in showrooms and marketing like never before.
The window industry is investing in showrooms and marketing like never before. Here the Eden  Windows Showroom in Kent.

What we have seen after nearly 30 years in the home improvement and construction sector is change. Today’s ethical, modern and progressive window companies are vastly different from those of years ago.

  • They offer a terrific product range that is varied.
  • Window companies are ethical professional and hard working.
  • There is a focus on customer service and satisfaction like never before.
  • There is huge investment in high quality showrooms and marketing.
  • They’re shifting from the traditional method of selling double glazing.
  • Window companies are working to educate the consumer.

But even whilst the smaller local firm will often offer a bigger and better range, a more personal service and better prices, a buyer has the right to compare one to another, large to small.

Ultimately the buying decision of any consumer is up to them. If they are happy with the price, the perceived quality, discount or incentive to buy, then that decision has to be respected surely?

Selling any product will always be competitive, varied and open to question. However it’s not just double glazing.  PPI firms and Injury Claim companies are marketing to us via text messages and other methods. It’s either the new frustration for consumers or now another tried and tested method of securing sales.

We would really like to hear what you think about the modern sales prices, share your views on social media or via the comments below.

Providing expert help to homeowners and trade professionals since 2010




Get Free help finding the right products from the best suppliers

16:42 30 Oct 23
Nick responded incredibly quickly to my enquiry (on a Saturday too!), and was able to offer invaluable advice on both aluminum systems and manufacturer / suppliers. Thanks Nick!
chris steerchris steer
16:18 09 Oct 23
Had a meeting with Nick during the grand designs show. Was extremely helpful and professional would highly recommend
Chris WesthorpChris Westhorp
19:55 13 Sep 23
Extremely helpful with pointing us in the right direction to find the products we required and suggesting firms that could reliably fit them.Nick was quick to reply and very detailed in his advice.Highly recommend reaching out to them.
Cathy GreenwoodCathy Greenwood
07:03 11 Sep 23
Update - A second email to nick for help on bifolds resulted in a detailed informative reply even on a Sunday ! This guy is so knowledgable and helpful .I approached Nick for an independent view on sliding doors v bifold and the different brand options . His reply was extremely detailed and prompt and allowed me to navigate this often confusing world in a much more informed way . Thanks so much Nick
Anthony CraigAnthony Craig
12:45 05 Sep 23
This is a must site for anyone looking for advice. Great service and very quick answers to questions. Nick has been of great help quiding us through the maze of aluminium products. Thank you
Philip DuffieldPhilip Duffield
20:24 26 Jul 23
I contacted Nick @ ATS for guidance on what aluminium sliding door systems would be suitable for an opening in an extension that is going to be both wide and tall. He came back really quickly with very detailed and incredibly helpful advice. He is clearly extremely knowledgeable about the systems on the market and their respective features and capabilities. If you’re feeling a bit lost by the overwhelming range of choices out there, I’d definitely recommend contacting him.
Dariush HekmatDariush Hekmat
17:25 19 Jul 23
Nick's advice is great. He is always quick to respond and spends time on responses, which really help to make an informed decision.
Alan FosterAlan Foster
07:51 12 Jul 23
Absolutely fantastic. Asked for advice about replacing Crittall (?) windows late last night and early this morning received 3 great suggestions and contact information for suppliers
Rachel LauRachel Lau
09:24 16 Jun 23
Fantastic website full of valuable and pragmatic advice about product selection and comparison: no other website gives information like this. Truly written for public interest. Don't hesistate to reach out to Nick via the mailing system. He responds very quickly, is friendly, and has very sound and high knowledgable advice. I have already shared this with my friend planning her own grand design.
guard Charlieguard Charlie
12:28 14 May 23
I emailed this company just on the off chance they could help me with new magnetic sliders for my patio door. They were not able to supply those but were so very helpful providing me with the name of a company who could. I am so very grateful at the great service. Dare say customers must be very happy. thank you so much.
Benjamin LewisBenjamin Lewis
10:06 04 May 23
Nick is very helpful indeed. Extremely knowledgeable on bifolds which was in relation to my query. Great website as well, some very useful articles. Particularly appreciated the article that lists all the major bifold options in order of their sightlines! Thank you!
P JonesP Jones
08:07 15 Apr 23
I asked Nick some questions about an installation we were considering and he replied within hours with some very useful suggestions that will probably lead us to using a different make and supplier. Thanks, Nick. Great work.
Nicholas WallNicholas Wall
13:18 02 Apr 23
Looking for fair and honest expert advice on all aspect of aluminium windows and doors? These guys will arm you with all the information you need to make the RIGHT choice in a highly complex, crowded marketplace. post a question and you will get a very quick professional answer you can rely on being based on fact. Thanks guys!
Giorgia SiriacoGiorgia Siriaco
16:25 21 Mar 23
After a lot of research to find doors that would meet our unusual size requirements and feeling increasingly uncertain about the best way to spend our small budget, I stumbled on the ATS website, and I'm so glad I did! I contacted ATS to request advice and Nick promptly replied with a wealth of information, providing us with options and relevant contact details. I only wish I'd found them sooner!
Carol NortonCarol Norton
10:01 17 Mar 23
I've been so confused about how to achieve the look I'm after, and going round in circles with various window/door companies, trying to get away from the huge chunks of plastic currently around my windows. I didn't expect an email to a company found through a Google search to really help - but I was desperate, so I tried. I'm SO glad I did. Finally I have clear explanations from ATS of where I've been going wrong, exactly what I'm looking for, and a list of local companies that might be able to provide it! The response has excelled my expectations and I feel as if I'm finally inching closer to a home with which I'll be happy and comfortable: thank you.
David NunnDavid Nunn
20:54 14 Mar 23
It is rare that I write reviews, however after my very positive communication with Nick - enquiring about suitable slim sash aluminium windows for my project, I felt that a review was definitely warranted. I can reinforce the many positive reviews posted so far, Nick was very quick to respond, providing comprehensive detail, with excellent independent advice.In summary, great service, thank you Nick.
Chantal AuerbachChantal Auerbach
13:04 09 Mar 23
Nick from Aluminium Trade Supply was incredibly helpful informative and pleasant to deal with. He responded quickly to emails and was very knowledgeable. Highly recommend being in touch with Nick if you are considering new aluminium windows or doors.
Lee JonesLee Jones
20:21 22 Feb 23
I dropped Nick at Aluminium Trade Supply an email re high security slim sightline bi-folds and their alternatives and he responded that quickly (and so comprehensively) that I felt bad I’d not paid him for his time!Nick Sir your product knowledge is outstanding and you are providing a level of service that goes wayyyy above and beyond expectations. I’ll definitely make sure I mention Aluminium Trade Supply to anyone I encounter looking for a fenestration solution 🙏🏼
15:13 13 Feb 23
We are looking to replace some old UPVC patios doors with aluminium ones. The ATS website is a great source of advice in an area where clear information is sorely lacking. Having used the website, I then followed this up with a number of specific questions relating to our search, and Nick came back very quickly with clear, detailed and very useful advice.I have been very impressed with both the website and with Nick's advice. My only regret is that I didn't come across ATS before replacing various windows in 2021 - I'm sure it would have saved me a lot of grief and money! Thanks again Nick.
Azza McCabeAzza McCabe
17:47 01 Feb 23
So impressed with this company.Responded to my query quickly andgave valuable advice. Nick was extremely helpful and we were able to move forward with our project.
Adri LoloçiAdri Loloçi
11:21 08 Jan 23
Nick was super fast to respond and provided some great recommendations. I would recommend this website to anyone looking to find bifold or sliding aluminium doors.
Stephen HoustonStephen Houston
16:16 03 Jan 23
Looking for aluminium crittall style internal door and external patio French doors. Noted good reviews and thought would ask for advice. Comprehensive reply with excellent independent advice and lists of fitters who could provide products and installation. Great service.
Inga GeachInga Geach
08:25 21 Dec 22
Nick from Aluminium Trade Supply has been extremely helpful with navigating the jungle that is aluminium glazing for our upcoming extension project. His advice was prompt, detailed and always impartial. Very grateful for your input, thanks Nick!
Amanda BurtonAmanda Burton
10:54 16 Dec 22
Brilliant website and an excellent service. Nick provided not only detailed advice and supplier contacts, but highlighted the considerations of various products so I could make an informed choice. Our Sunvista minimal sliders were fitted this week and I couldn't be happier, stunning. Thanks once again for your advice and recommendations, invaluable!
Keith BarnesKeith Barnes
17:18 10 Dec 22
Very helpful advice given to my question, including the name of 3 different companies that i could try for the product being enquired about. Many thanks
Munim ChowdhuryMunim Chowdhury
11:45 13 Sep 22
Nick has been very helpful on signposting me to a number of partner organisations for steel/aluminium doors.
SUSAN wallaceSUSAN wallace
17:26 31 Aug 22
My experience with this firm was exceptionally good and this is notalways the case as a female, dipping a toe into technical waters.I was spoken too with courtesy and at a level that helped me consolidate what was needed .On top of that I was given a list of companies and places where I could obtain the type of product I needed.I could not thank them enough and would certainly go there again and reccommend others do too.
Paul SalterPaul Salter
22:39 22 Aug 22
Contacting Aluminium Trade Supply is like contacting the Oracle direct. Advice is always comprehensive and balanced. On multiple occasions they have provided me with options that fully meet our objectives. Many thanks.
Nick McCormackNick McCormack
20:25 14 Aug 22
Really helpful and useful came back to me on a Sunday with some invaluable information. Highly recommended.
ray addisonray addison
13:14 14 Aug 22
received a prompt reply to my query,and helpful information from ATS