AAA Windows Siding Roofing is a marketing and sales organization before it’s anything else and owner Larry Adams’ e-mail address even has the word “leads” in it. What Adams, who began as a subcontracting installer, quickly found out was that “this is more of a leads business than a sales business,” he says.

So when recession threw down the challenge of finding new leads, Adams mounted a successful canvassing effort, which, together with the company’s show/events presence, brought in the majority of its (last year’s) 5,000 leads, roughly 3,500 of which became appointments. Even with a salesforce, Adams still runs leads.

“We find canvassing to be a less competitive lead and a better lead source,” Adams says, “because we’ve trained the canvassing crews to inspect the property before knocking.”