General contractor Clark Adams switched from large projects to installing vinyl replacement windows so he’d no longer be at the mercy of subcontractors and their schedules. Soon after that he found a mentor who turned him on to professional selling. One year later his sales had grown 77%.
That was in the early ’90s. Today, The Clark Adams Co. installs a high-end composite window. To reach the discreet demographic for his product, Adams operates three showrooms, uses highly targeted direct mail and works with local architectural review boards to get the stamp of approval essential in upscale neighborhoods like Beverly Hills, Bell Air, and Manhattan Beach. Once he has that approval, he weaves it seamlessly into his marketing.
“I want to be perceived as the Mercedes-Benz of local window dealers,” he says. To aid in that perception, he’s placed himself at the forefront of green remodeling efforts in the area via a vigorous recycling program, and offers clients, and fellow contractors, a $200 lead testing service as a way to stay ahead of EPA rules for lead-safe renovation.