ANEWVIEWOF THEWORLD

four personas.

What to look for:

Well drcssed: Lrsually a bright color

. Broad slrilc; upbeat Natural conversationalist

The Resistor

Hc is thc skcptical buyer rvho necds (ltlt'tt.sc lttrtt 1() n(\'l pu,qe)

Four Faces at the Counter

( Continued.fronr p rev ious pa ge ) reasons to buy. The Resistor will ask questions. Like the Conductor, the Resistor values time, so deal quickly in meeting the needs of this customer. The Resistor looks for organized merchandising and will read the bullet points on the features and benefits poster.

The Resistor's material list will be neatly written on a scratchpad or notebook, something that is always with him. Some of the younger generation might even have the list in a PDA.

The Resistor follows rules and expects any company with which he does business to do the same. The Resistor is methodical and believes in processes. He will not leave your branch after a transaction without the proper paperwork.

The Resistor likes to deliver quali- ty work and is willing to invest in the materials required to complete a project the "right way." Sell new product to the Resistor by featuring the item's practical benefits such as labor savings or time efficiency. The Resistor lives on a schedule and is the customer most likely to place "will call" orders. Have his orders ready.

What to look for:

Steady-paced walk

Builders, Consumers Pick Their Favorite Windows

Marvin ranked highest in satisfying builders and remodelers with windows and patio doors and Pella fared best in satisfying consumers, according to two new studies by J.D. Power & Associates.

Among the 2,617 builders and remodelers surveyed, Marvin scored particularly well in five areas-product, warranty and repair service, delivery, sales and marketing support, and ordering process. Next came CertainTeed, with high marks in ordering process and credit/billing process, and Simonton.

For the more than 3.000 consumers questioned, Pella performed exceptionally well in operational performance-which includes ease of use and operation, energy efficiency, and ease of cleaning-and in ordering and delivery. Following closely were Andersen, with high marks in operational features, appearance and design features, and Milgard.

"While product quality and price are important, the key differentiator in satisfaction among consumers who purchase patio doors and windows is service - particularly with ordering and delivery," said J.D. Powers' Jim Howland. "Orders that are received on time and that contain the correct components allow consumers to complete their home improvement projects according to their projected time frames and to avoid costly and inconvenient delays."

Roughly 457a ol- consumers installed the windows or patio doors themselves or with help from family or friends. About 307o hired an independent contractor or remodeler, whrle 20Vo used an installation service provided by a home improvement retailer. Only 5Vo of consumers report using an installation service provided by the manufacturer.