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Selling window 'sizzle' — it all started with Elmer Wheeler in 1920s. Now it's gone. Or is it?

from AWDI

For 90 years, window manufacturers and dealers selling consumers on the features and benefits of new windows have relied on differentiation based on "sizzle." Low-E glass, warm edge spacer and gas fill are just a few of the more recent features used to differentiate products and entice buyers. But it all started a long time ago as this presentation shows. The problem today, especially with the internet leveling the playing field for everyone and taking the influence more and more out of the hands of the seller and putting into the buyers, is that the "sizzle" has "fizzled."

What's the next "sizzle"? Perhaps you have some ideas. If you do, send an email to and let us know where differentiation is going. more

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