When we do our job really well- our clients get PR for free.
Dan Wolt was another window salesman, who knew the high-pressure business inside and out. He’d been at the top of a huge window mill- with 150 people setting appointments in a pressure cooker- and then he walked away and went solo.

But how to compete? How does a sole practitioner make enough noise to get noticed above the din of one of the most cut-throat industries known to man?

Our solution was “Zen Windows” a brand that was the antithesis of the standard positioning. His new slogan “Relax, window quotes in five minutes” opened a new conversation with customers who had already experienced the grueling three hour sessions of the competition.

So successful is his strategy, that About.com wrote about it. (unfortunately- the link died)

Replacement Windows - Profile of Zen Windows - Replacement Window Company
Zen Windows - Doing Replacement Windows Differently

If you think your business can’t compete with the Goliaths of your industry- consider what is accepted practice- and think about how you can differentiate yourself. BMW motorcycle dealers are different because they let customers ride demo bikes. Apple built it’s own network of Apple stores- that are as much an experience as a retail environment. Target asked it’s vendors to help them differentiate the product offering with high design products at a reasonable price. What makes your business different?

Can an ad agency like The Next Wave help? Ask Dan Wolt for a reference.