Standing Out in the Market

In today’s competitive glass industry, being just another fabricator isn’t going to cut it anymore. Let’s get real about making your company the one everyone’s talking about.

Make your company unforgettable

Stop playing it safe What makes your company incredible? Maybe you’ve got cutting-edge technology that leaves competitors in the dust. Or perhaps your team pulls off the impossible projects that others won’t touch. Whatever it is, own it. Make it your battle cry. Your unique selling proposition isn’t just a marketing term—it’s your ticket to standing out in a crowded marketplace.

Know your audience…and rock their world

Different customers need different things from you. Architects want innovation. Show them how your glass can make their wildest designs come alive. Don’t just tell them—blow their minds with possibilities they haven’t even imagined yet. Create visualization tools, sample kits and design guides that speak their language.

Contractors need reliability and speed. Be the company that never lets them down. When others are making excuses, you’re making deadlines. Back this up with case studies showing your on-time delivery rates and problem-solving capabilities. And building owners want peace of mind. Give them numbers that make their accountants smile and performance that makes facility managers sleep easy at night. Provide detailed return on investment calculations, energy savings projections and lifetime value analyses.

Share your genius

Don’t keep your expertise locked in a vault. Create content that makes people stop scrolling with behind-the-scenes videos of your most challenging installations, case studies that read like victory stories, technical blogs that showcase your expertise, educational content that positions you as the industry authority, project photos that make competitors jealous, and tips that make you look like a genius.

Own the digital space

Your online presence should hit like a glass truck. Make your website a showcase of innovation. Turn your LinkedIn into a masterclass in glass fabrication. When someone searches for glass expertise, they should find you everywhere they look.

Create content that matters through project showcases that tell compelling stories of transformation, installation videos that prove your capabilities, and customer testimonials that build trust and credibility. Share technical insights that demonstrate your deep industry knowledge, interactive tools that help clients visualize possibilities, and regular updates that keep your brand top-of-mind.

Dominate industry events

Don’t just attend trade shows—be the company everyone remembers. Host the demonstrations people line up to see. Give the presentations that change how people think about glass.

Make your booth the one everyone’s talking about. Consider these power moves:

• Host VIP events for key clients and prospects
• Conduct live demonstrations of innovative techniques
• Offer exclusive previews of new technologies
• Create memorable experiences that attendees will talk about

Leverage strategic partnerships

Build relationships that amplify your brand by partnering with complementary suppliers, collaborating with influential architects, joining forces with industry innovators, and creating alliance programs that benefit all parties.

Track your success

Keep score of what’s working by monitoring website engagement and conversion rates, tracking lead sources and quality metrics, collecting and showcasing testimonials strategically, watching market trends and staying ahead of the curve. You should also be measuring brand awareness and perception, and analyzing competitor positioning and responses.

Recognize the game-changing truth

Here’s the deal: Making great glass isn’t enough anymore. You need to be memorable. Remarkable. The company that comes to mind first when someone needs exceptional glass work. Think about it—Ferrari doesn’t compete on price, they compete on being Ferrari. Be the Ferrari of glass fabrication. When you’re known for excellence, price becomes secondary to value.

Start today. Pick one thing from this list and do it better than anyone else. Then do another. Before you know it, you won’t be chasing customers, they’ll be chasing you. And remember, the world is full of glass companies. But there’s only one of you. Make that difference count. Make it impossible for customers to forget you. Because when you’re the best at what you do, and everyone knows it, that’s when the magic happens.