Series: Keeping Up in a Down Economy
Paramount Windows and Doors still fits their niche—even during troubled times.
by Ronald L. Burgess 5/30/2009
San Bernardino, CA – Not everyone is doing so badly in the tough economy. Some companies have seen very little difference in sales volume in the last two or three years. A good example of a company who has managed to stay busy, even during hard times is Paramount Windows and Doors of San Bernardino. Although closely aligned with the devastated construction industry, Paramount’s sales are down only a few percentage points over two years ago.
Paramount Windows and Doors has implemented aggressive cost-containment programs in the last two years, freeing up cash and allowing more aggressive pricing strategies to be offered to dealers. Some of that money has been invested in marketing to bolster sales.
“The first thing we did was to build one of the best websites in the industry. The next thing we did was to update all of our materials. We also hired an outside marketing expert to completely review our marketing approach,” stated owner, Don McFarland,
McFarland takes customers seriously, so he hired a new person to take on some of his management duties to free his time for personal calls to dealers. “We have added new products, increased service, lowered prices, and increased the quality of our products,” he says, “And, I personally call on my primary customers, now.” While Don is involved in the field aspects of the business, his wife, and co-owner, Judy, keeps tabs on the office and estimating functions, while trusted managers supervise about 40 craftsmen.
“I think our sectors are doing fairly well, certainly better than building in general; but, we go the extra mile to be competitive with our dealers, and give them what they want. That’s why our guys are still working.” Paramount Windows and Doors produces furniture-grade wood windows, using a large variety of different kinds of woods. Although every window and door is custom made, they still manage to deliver basic windows in as short as five working days.
Business may be tough for the construction business, but Paramount is fortunate to be in two areas not as adversely affected by the economy as the new housing market: restoration projects and high-end custom remodels and construction. Paramount’s example makes one thing certain—organized marketing execution can create an edge in tough times, but when a company’s owner seriously increases the pace of customer contact, it’s a winning combination.
