Window and Door May-June 2012 : Page 58
exterior windows to the showroom. American Vi-sion’s line of non-window products offers numer-ous growth opportunities for the company. “These products make a valuable percentage of our revenue. I don’t know where we would be without it,” Her-ren reports. He emphasizes, how-ever, that, despite the diversification the compa-ny’s main focus, and main revenue stream, remains on windows. “We are not a window treatment com-pany. We are not a solar company. American Vision American Vision’s Simi Valley, Calif., location is still a window company,” Herren notes. “If you get caught up being all things for all people, your window sales will go down.” The company maintains its window focus while maximizing the success of its subsidiary product divi-sions by focusing on the customer. The biggest ob-stacle for American Vision’s A house built within American Vision’s diverse product platform is Simi Valley showroom, left, displays ensuring customers aren’t many of its products. A variety of overwhelmed, Herren its window coverings, above, are says. “We train our sales showcased on the facility’s exterior representatives. We need windows. to educate them to ensure they don’t overwhelm the customer. Some customers just those products as well,” Herren says. “We can introduce want to do windows, and you can’t risk the window sale options, and discount products that are tied together.” by pushing other products. It’s all learning how to present it to the customers.” PRODUCT DIVERSITY CHALLENGES In addition to customer considerations, the company The company’s vast product line is on display at its large had to consider its new vendors. While the company has showroom in Simi Valley. Upon entering the large ware-strong vendor relationships with its window and door house space, potential customers first come to a house, suppliers, company officials had their work cut out for built within the showroom to display windows, doors and them when cultivating new vendor relationships for its other building products, from the smallest detail to the largest. “Customers can choose the window they want, and new product lines. “A major part of our brand is our customer care. Our repeats and referrals are in the 50 see actual examples of installation,” Herren says. percent range, which demonstrates that,” says Alfieri. Visitors to the showroom pass walls of installed win-“We had to find vendors—stakeholders, we like to call dows, racks of exterior doors, several examples of full them—that have the same principles we do.” garage doors, and a long line of the company’s interior “Our customers saved us during the recession. They window covering options, installed over the actual 58 | Window & Door | May 2012
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