glassblog

Monday, March 20, 2017

What does the industry want to see in future codes? This was the question posed by Tom Culp, owner of Birch Point Consulting, during last week’s 2017 GANA Annual Conference, hosted by the Glass Association of North America. The conference was held March 14-17 in Hilton Head, South Carolina.

The code cycles for the various national energy and green codes have wrapped up or are about to wrap up, which means the industry needs to look ahead. “There’s a unique alignment of the planets, where all the national energy and green codes are nearly in conjunction. It’s a fresh start for all of them,” Culp said.

ASHRAE 90.1-2016 and the 2018 International Energy Conservation Code are now complete, Energy Star version 6 is in full effect, and ASHRAE 189.1 and the 2018 International Green Construction Code will wrap up in the fall.

Work now begins on the next iteration of the codes and standards. “These are the codes that will go into effect in 3 to 8 years. But, we are talking about them now,” Culp said.

Because these codes and standards will have an impact on the glass and glazing industry, companies should consider what they want, and what they don’t want, to see in the next versions of the codes and standards, Culp said.

For example, calls for more stringent U-factor requirements will most likely come up in future code discussions, which could mean more triple insulating units in more areas of the country. “Are we ready for triple glazing in the north? Do we want to push that?” Culp asked.

Also on the table could be lower solar heat gain coefficient requirements in some parts of the country. “Are we ready for .22 or .20 [for SHGC]? Those are the two numbers that have been thrown out in discussions,” Culp said.

With recent product advancements and the emergence of new glazing technologies, the industry is now capable of achieving increasingly stringent energy-efficiency and thermal-performance requirements. The question is, “how far do we want to push the envelope [in terms of codes]?” Culp said.

So, what do you want to see in future codes? Leave a comment or send an email. Culp also encouraged industry representatives to reach out to him or to GANA officials to provide input regarding the next cycles. 

Katy Devlin is editor of Glass Magazine. Contact her at kdevlin@glass.org.

Monday, March 20, 2017

Last month I was very lucky to be involved in a panel that featured four incredible glazing contractors from four of the best companies in our industry. It was during that time that I learned even more about what the day-to-day adventures are for the glazing contractor in the fast-paced world we currently live in. That session really opened my eyes to challenges I did not even know existed. So this week when I attended a webinar that featured the 37th Annual Deltek Clarity A&E Industry Study, I was more in-tune than I would’ve been before my session back in February.

The big takeaway I wanted to share from the study was a poll that ran down the “Top Project Management Challenges,” and based on what I knew and recently learned, I don’t think anyone will be surprised. Here are some of the big ones:

Competing priorities including project management, design, business etc.

  • Inexperienced people up and down the chain
  • Communication
  • Schedule viability
  • Poorly defined scope
  • Accurate project cost and timeline forecasting

I would assume everyone who either manages projects or has a staff that does are nodding their heads right now. So it’s good we know about the issues, but what in the world can we do about them? That’s a session I’d love to attend if it ever happens!

Elsewhere…

  • Time for the monthly review of Glass Magazine. This is an issue very close to my heart because at the core of my being, I am a fabricator and this is the annual “Top Glass Fabricator” edition. Tremendous reading and resource overall, and major kudos to everyone listed. So many great organizations doing significant things in our world. Please take some time to check it out. And a tip of the cap to Bethany Stough and the team that pulled this thing together. That much info is not easy to make sense of, and they really knocked it out of the park.
  • Aside from the fabricator coverage, there was also another article I want to point out. The “Succession through Hardship” piece about family business and the transfer that follows death, illness, etc. Obviously this is another one that I get from a personal level as well. Interesting and heart-wrenching stories for me, but also very inspirational on how people dealt with it and moved positively forward into the future.
  • The ad of the month was a tough one. A lot of very good ones and many new entries thanks most likely to the fabricator-heavy coverage. Was great to see ads from people I had never seen previously like Woonsocket, GlassFab, Glass Vice and others. But my winner for this month is SC Railing. I think the pictures they chose made sense. I also thought the extra white space worked, and I am usually not a fan of that style, but in this case it was a winning look. Congrats SC Railing team…
  • There was an update this week on the joint meetings between the Glass Association of North America and the National Glass Association, and basically things continue to head down an encouraging path. That is great to see and the feedback I am getting continues to be extremely positive. The desire for a streamlined, focused approach is something that we all need in our world right now.
  • Last this week, GANA wrapped up its Annual Conference last week and announced various members of the year and the Greg Carney Member of the Year Award.
  • From GANA:

    2017 Division Award Recipients were nominated by their peers based on leadership and volunteerism with regard to their activities within the respective Division in the past year. 
    • BEC Division: Jeff Haber – W&W Glass Company
    • Decorative Division: Marc Deschamps – Walker Glass Co., Ltd.
    • Energy Division: Sarah Sinusas – Wiss, Janney, Elstner Associates
    • Insulating Division: Jeff Haberer – Trulite Glass & Aluminum
    • Laminating Division: Julia Schimmelpenningh – Eastman Chemical Company
    • Tempering Division: Steve Marino – Vitro Architectural Glass
    • C.G. Carney Member of the Year: Stanley Yee- Dow Corning Corporation

Everyone who was honored richly deserved the nods. Great people who truly give of themselves as volunteers to the industry. But I am so happy that Greg’s name continues to live on in the form of this award. Such a great man that was taken from his family and us way too soon.

Read on for links and video of the week…

Max Perilstein is founder of Sole Source Consultants, a consulting firm for the building products industry that specializes in marketing, branding, communication strategy and overall reputation management, as well as website and social media, and codes and specifications.E-mail him at MaxP@SoleSourceConsultants.com.

The opinions expressed here are those of the individual author and do not necessarily reflect those of the National Glass Association, Glass Magazine editors, or other glassblog contributors.

Monday, March 13, 2017

One thing that many in this industry absolutely covet beyond anything else is interaction with architects. Obviously, it makes sense on many levels because the architect can surely make a difference in the advancement of your product and services. But even with all of the working of this group, do we know what they want?

Well, this week I finally got an idea after seeing AIA’s excellent study on the “Journey to Specification.” One of the main keys was education, and I think we all knew that, but it was the specific breakdown of the learning needs that was interesting. Evidently a majority of the respondents want their education in shorter and more creative and coherent bursts, and they want it without a sales spin. So basically, quick hits from a technical guy or engineer is the preferred method. And they also want the ability to take advantage of apps/technology that supply the education in micro-style sessions like CEStrong (that several industry companies use) that still offer the necessary CEUs they want/need, while getting their education in small bites. I think the traditional “Lunch n Learn” will always be there and needed, but I think we all know it's not the most effective vehicle.

Another point made: architects want better website layouts from the manufacturers. This is an area I fight and lose daily with manufacturers. So maybe seeing a survey like this will open some eyes. Architects want a site that breaks down the supply process in areas such as design stage, specification stage, and review and approval stage. I believe the issue for many companies is that they get caught up in the minutia of the site look and they completely miss the layout (optimized best for user) and content.

There were many other items from the study, but these to me were the highlights. At the end of the day, we can do all of what the architect wants, but getting them to spend the time, even however minimal, will always be a challenge. But at least we know some of the keys they are currently after.

Elsewhere…

  • Alex Carrick, chief economist for Construct Connect, is one of the best follows on Twitter. There are always a few pieces to keep you informed on the economy and forecasts. One example was a link to his blog on one of my favorite indicators to follow, the “put in place” spending study. The details are a bit concerning as it's showing some weakness out there on the nonresidential side. When I see words like “softening” and “backsliding,” it makes my stomach turn. This is surely one to monitor.
  • A few weeks ago I mentioned that “Measure S” in Southern California was up for vote and there was quite a bit of debate on it. The voters now have spoken, defeating the measure significantly, at an almost 2-to-1 margin (though voter turnout may have been amongst the lowest ever there). Developers seemingly are the big winner on this one, but from everything I read and heard on it, there’s still great need to get the area up to speed with planning, zoning and codes.
  • The designs and plans are coming out for the new Los Angeles Rams stadium, and this is one for my façade geeks out there. They are promoting a breathable façade that will respond to the climate so the need for HVAC won’t be there. Hmmm. I am not smart enough to compute that. Here’s the article. Interesting stuff. 
  • From the "how far we have come" files, the Apple II computer came out this month in 1987, and sold for $7000. That would be like $15,000 in today’s dollars. There is no question that part of the world has made incredible advancements.
  • Last this week, I failed to mention last week that the amazing show “The Americans” is back. If you have not seen it, start at season 1 and go from there. The show will end in 2018, so conclusions are coming…

Read on for links and video of the week…

Max Perilstein is founder of Sole Source Consultants, a consulting firm for the building products industry that specializes in marketing, branding, communication strategy and overall reputation management, as well as website and social media, and codes and specifications.E-mail him at MaxP@SoleSourceConsultants.com.

The opinions expressed here are those of the individual author and do not necessarily reflect those of the National Glass Association, Glass Magazine editors, or other glassblog contributors.
Monday, March 13, 2017

It's time to submit your company for consideration in Glass Magazine’s annual Top 50 Glaziers program. The June 2017 issue of Glass Magazine will feature the highest-earning contract glaziers of 2016. The comprehensive market report recognizes leading North American glazing firms, based on annual sales, features notable projects from the past year, and presents an extensive look at the market and trends.

As the special 25th Anniversary edition, the section will also include a look back at the changing landscape of the glazing industry.

We want to feature the glass industry's achievements. In order for us to provide the most accurate and up-to-date information, we rely on direct submissions from the industry. If your company should be included in the Top 50 Glaziers report, please complete the nomination form. The submission deadline is March 27, 2017.

Please contact me with any questions or comments.

Norah Dick is the assistant editor of Glass Magazine. Contact her at ndick@glass.org.

Monday, March 6, 2017

The spandrel cavity, or area, of a commercial building gets no love. But, it is one of the beauty-adding parts of a project, aesthetically hiding the space between floors. Even so, it can be full of errors and misconceptions. My goal is to dispel a few of those.

Misconception #1: All silicones are the same and should not cause staining.

Not all silicone sealants are the same, which means, we all need to realize that not all silicones are the same. Just because they are all rubbery and have the word “silicone” in them, does not make sameness. Every sealant or adhesive on the market serves a different purpose. All of them will have a different chemistry that makes up their composition. Some of them will not play well together. Follow manufacturer recommendations on application amounts, cure rates and compatibility. This alone will put you on a solid path to spandrel cavity success.

Misconception #2: Any coating can be applied to glass used in the spandrel area.

I have seen the works, from house paint to auto paint used on glass and in the spandrel area. You know what they have in common? They all failed and cost the contractor, glass fabricator and architect a lot of money to fix. Coatings stick to a surface in one of two ways, mechanical or chemical. Not every type of paint is created to stick to glass. Not a chemist? You may find it difficult to know what will work or not. An expert is key in this instance. Stick to what is industry accepted and tested.

Misconception #3: Spandrel colors are boring, muted and limited.

I hear this one all the time, which confuses me. Some glass fabricators will pick a standard set of colors they wish to keep in stock. It helps limit the lead time when someone orders spandrel glass. I get it, but the opportunity for adding value is lost. Most standard spandrel colors of today were picked many years ago when glass had low light transmission. Ask the spandrel supplier if they have harmonizing colors for today’s glass. Get a custom color. Why pick what is standard? Costs on a custom spandrel color are pennies in comparison to the whole glazed piece. Get the perfect color; ask for it.

Kris Vockler is CEO of ICD High Performance Coatings. Contact her at kris.vockler@icdcoatings.com.

The opinions expressed here are those of the individual author and do not necessarily reflect those of the National Glass Association, Glass Magazine editors, or other glassblog contributors.

Monday, March 6, 2017

Do you ever wonder if some of the tried and true ways of doing things will ever get disrupted? A few years ago a speaker at GlassBuild America brought up the possibility of “leasing” the building products installed into buildings, presumably allowing the payments to be spread differently, and if necessary opening that area up for upgrades. Obviously that’s MUCH easier said than done and that was the last I have heard of that. Recently, another approach started to gain steam: breaking the traditional funding of buildings from the bank model to a crowd-funded one. Crowd funding or crowd sourcing is a popular way to get things going in different parts of our world, especially on the entrepreneurial side. But a building investment? That’s surely a different game. Yet it is happening, and you start to wonder, could this be a true way of getting structures built? And if so, how will it change our approach on the building product side, if at all? I’m curious if anyone has had to work on a project like this, and if there were any noticeable differences.

Elsewhere…

  • Something happened to me for the first time in all my years of travel, through tons and tons of nights away: I was part of a hotel evacuation. Not a fire drill and return to the room, but an actual evacuation. Oh, and all of it with no power, too. The hotel I was at lost electricity around 10 p.m. It did not phase me. I don’t watch TV usually and had enough juice in my phone to use that as flashlight and for reading. I fall asleep and all is well until 3 a.m. when I hear loud banging on the door. I’m thinking it has to be for another room down the hall, someone drunk needing back in their room. But the banging continues and then I hear “hotel management, open up” as well. So I drag myself to the door and find the hotel manager and three firefighters. They tell me the hotel is being evacuated; everyone must go now. And take everything with you. While the power is still out. You can only imagine the adventure from there. Trying to gather everything while still trying to get my bearings, etc. I get it all together and go down to the lobby where I am told a room at a hotel a mile away is available for me. So off I went, still amazed this was happening. Made it to new hotel, checked in and got another hour of sleep before having to start my very tired day. Evidently at the evacuated hotel, there was concern of a gas leak, thus the urgency, but I am not sure if anything ever was found. But this was surely a first (and hopefully a last) for me.
  • Interesting issue in Ohio where a bill going to the General Assembly there would give cities the right to decide if they want to pay prevailing wages on taxpayer funded projects. So obviously, if you are a glazier there this gets you one way or another.
  • Use of wood in tall curtain walls had a few hits in the media this week. Wood has always been a player on the residential window side and there’s been some folks pushing hard for timber curtain walls for commercial projects (large and small), but it’s been a true niche play, really. This blog post really dives deep and paints a picture for growth. So I’m curious, industry folks, what do you think? Are timber curtain walls big players in our future?
  • If you have not seen the latest from the new Apple headquarters building, please check out my video of the week. Good one for the glass and metal geeks out there.

  • Last this week, great tweet heads up from Thomas Lee of Lee & Cates Glass pointing out a story from Norway. NRK, a broadcaster there, instituted a new commenting policy on its stories. You now have to answer three questions about the story before you can comment on an article. It’s meant to deter “trolls” from taking over the comment section. Obviously trolling still will happen, but hopefully with less frequency.

Read on for links and video of the week…

Max Perilstein is founder of Sole Source Consultants, a consulting firm for the building products industry that specializes in marketing, branding, communication strategy and overall reputation management, as well as website and social media, and codes and specifications.E-mail him at MaxP@SoleSourceConsultants.com.

The opinions expressed here are those of the individual author and do not necessarily reflect those of the National Glass Association, Glass Magazine editors, or other glassblog contributors.

Monday, February 27, 2017

Many of us can relate to the recent Citi commercial where the homeowner asks his contractor how much longer their building project will take to complete. The contractor starts in on a longwinded, complicated answer. The camera then pans to the homeowner who says, “I’ll nod in agreement so my wife thinks I understand what you’re saying.”

Two people speaking different languages—it’s a communication problem we’ve all encountered. And, in the glass industry, it’s a problem that’s growing increasingly common.

In the aggressive push to ensure glass’ place on and in buildings, product offerings have become more complex. Glass is available in larger sizes, has exceptional solar and insulating capabilities and more advanced coatings. It can be bent, have more holes drilled in it, serve as a display screen and be installed in a wide range of fenestration systems. Even code-driven products, like fire-rated glazing, can offer similar performance benefits while meeting stringent fire and life safety criteria.

The challenge facing the glazing industry is how to translate these innovations into clear design speak and project plans. For example, the performance data that sets a product apart from its competition won’t show an architect how they’ve landed on a solution that achieves both their desired aesthetic and project goals. Industry speak also won’t show a contractor how the incremental cost increase of an enhanced product is worth the added safety, energy savings and simplified maintenance. And, the bottom line is that what customers don’t understand, they don’t buy.

So, how can we make sure we are speaking the same language as our customers? One of the first steps is to take the time to listen.

Your customers may not be an expert in your business, but they’re an expert in their own. Whether they’re an architect, contractor or building owner, they have a way of talking about their business, design goals, services and needs. Find out how they describe their products, refer to competitors and prefer to deliver value. Go to their industry events and learn what challenges they are talking about. Join LinkedIn groups relevant to their business and monitor their conversations. Or, read about common issues in industry publications and blogs.

As you spend time engaging with and learning about your customers, they will teach you how to speak their language. You’ll identify how to approach problems from their perspective and adapt your communication plan. This will make it easier for you to talk about who your company is and what your product does—in your customers’ language.

When you can, practice what you learn. You can’t learn a new language if you don’t use it. I bet many of you – like me – can’t speak more than a few words of the foreign language you studied in high school because you didn’t use it in your daily life. So, make sure you take the time to “talk shop” with your customers. You will speak their language better, and they will remember the time you took to get to know their business. You will also be better equipped to make product or design recommendations that help your help product get closer to their design and performance goals if you earn the job down the road.

Jeff Razwick is the president of Technical Glass Products (TGP), a supplier of fire-rated glass and framing systems, and other specialty architectural glazing. He writes frequently about the design and specification of glazing for institutional and commercial buildings, and is a past chair of the Glass Association of North America’s (GANA) Fire-Rated Glazing Council (FRGC). Contact him at 800/426-0279.

The opinions expressed here are those of the individual author and do not necessarily reflect those of the National Glass Association, Glass Magazine editors, or other glassblog contributors.

Monday, February 27, 2017

It’s the end of the month and I truly expect some big acquisition news to break. But then again, I have felt that way for a while, so we’ll see if my senses are accurate or not. Sometimes deals look perfect on the surface, yet they fall apart. I had heard last summer about a pretty major deal, things were moving fast, the buyer had a team working “around the clock” on it and so on. In the end, though, for a variety of reasons nothing happened: no deal. But this time I think we’ll see some action, whether it’s this week or sometime in the next month, as I see at least three deals close to the finish line. I will say the whole angle with researching things like this was a ton easier in 2007-2008 when I broke a few of them on here. Those were simpler times for this sort of stuff for sure!

Elsewhere…

  • The past AAMA event looked like it had some excellent content. One of the recaps I read included the discussion of LCA and EPDs. That is an area where we as an industry still don’t have a great grasp. However, the energy committee at GANA has done an admirable job of pushing the importance of it. Efforts like those (from people like Mark Silverberg and Helen Sanders) and coverage of the topic at an event like AAMA’s surely helps. In my opinion, cost and time to achieve this information is surely a scary proposition for many at this point, but it sure looks like demand for these assessments is not going away.
  • For my friends in Southern California, any insight on “Measure S?” According to this article, it will hurt commercial building and development. But I am curious from the folks on the ground and doing business every day out there what your thoughts are. And, of course with any ballot measure, there’s usually, as my brother Steve would say, “three sides to the story” with each side taking a point and the truth lying somewhere in the middle.
  • If you ever watched the excellent documentary “The Two Escobars” or more recently the Netflix series “Narcos,” then you are familiar with Pablo Escobar. But are you aware that his son is actually a very respected architect? He credits the profession for saving his life. Good interview with him here.
  • The latest Architectural Billings Index is out and it starts 2017 in negative territory with a score of 49.5. (Slightly below the break-even of 50.) However, the new project score was a smoking 60, up from 57.6 last month. Overall the positive vibes continue and the analysts who monitor this still feel pretty good. If there is a worry, it’s that “real time” conditions are a bit soft right now, but that is the adventure of the start of the year where weather, budgets and holiday hangovers wreak havoc with schedules.
  • Last this week, glazier certification is back in the discussion. AMS, the group that the industry uses for IGCC, SGCC, NACC certification and more, held a summit in Las Vegas with the Finishing Trades Institute to begin dialogue on individual glazier certification. There’s a lot of passion for this process from many different areas of our world, and finally getting some movement is exciting. But there’s no question this is in its infancy and there is a long road to go.

Read on for links and video of the week…

Max Perilstein is founder of Sole Source Consultants, a consulting firm for the building products industry that specializes in marketing, branding, communication strategy and overall reputation management, as well as website and social media, and codes and specifications.E-mail him at MaxP@SoleSourceConsultants.com.

The opinions expressed here are those of the individual author and do not necessarily reflect those of the National Glass Association, Glass Magazine editors, or other glassblog contributors.

Monday, February 20, 2017

I had a few discussions this past week about advanced technology in our industry, and how it is or isn’t being adopted or grown in the architectural market. This is a massive frustration for me. I have always been an enthusiastic early adopter of new technology and see the value. Unfortunately, the people that really can control the end results of these new products are completely opposite of me.

What is the answer here? How do we get more push? Interestingly, if you ask people from outside the industry, they’ll blame us, saying we don’t innovate. But we do. We have amazing glass products that can hit numbers never seen before and are an active part of the structure. There’s now framing that allows the glass to actually perform as expected, not decreasing its values thanks to make up. And there are plenty of other components that help the assembly as a whole soar.

So, the products are there, but the mass adoption continues to be slow. What are we missing?

Elsewhere…

  • Saw a tidbit online that made me feel good. Residential building starts in 2016 posted its best year since 2005-2006. With the commercial industry running a year behind the residential side, this surely shows that the positivity should continue. Residential starts have grown now for seven straight years.
  • One area I failed to mention in depth during last week's BEC recap was the always extremely helpful presentation by Dr. Tom Culp. I seriously think his presentation should be streamed to the entire industry (hey, there’s an idea!), because it absolutely affects all of us. One word that really stuck for me throughout Tom’s presentation was “daylighting.” That surely seems to be an area of serious focus going forward and obviously our industry has great options for that. Though you still have to focus on the energy side, so a happy medium between great daylighting and high performance is a must.
  • The rocky run for the AIA ontinues. They are still dealing with the fallout of their post-election press release and then they ran into another issue when they laid out their keynote speeches for their upcoming show. They did not initially include any women in the program. After heavy backlash, they did add a panel on day three, but the damage was done. If you want to get a feel for how some of the membership is feeling, check out the article on the situation and spend some time in the comment section. Very interesting. 
  • For my marketing friends, just a heads up, Twitter is making more changes including hiding some “low quality tweets” during conversations. One thing that is not clear is how Twitter will determine quality, but if we have learned anything from Google and their programs, the rules will be changing constantly. Never a dull moment when you are trying to be active in the social and online realm.
  • Last this week, now that I am addicted to Netflix (the ability to download so I can watch while I fly is awesome), I found a work reason to use it. There’s a new series on there called "Abstract: The Art of Design," and it’s a documentary series that follows different designers, many of which are major players in the commercial architectural world. So, in between me binging on “House of Cards,” I will have some work to watch….

Read on for links and video of the week…

Max Perilstein is founder of Sole Source Consultants, a consulting firm for the building products industry that specializes in marketing, branding, communication strategy and overall reputation management, as well as website and social media, and codes and specifications.E-mail him at MaxP@SoleSourceConsultants.com.

The opinions expressed here are those of the individual author and do not necessarily reflect those of the National Glass Association, Glass Magazine editors, or other glassblog contributors.

Monday, February 20, 2017

"Are you a Doritos or an Emerald Nuts commercial?" asked Janine Driver, best-selling author and body language expert for the Body Language Institute, during her keynote address at the 80th Annual Conference for the American Architectural Manufacturers Association, held Feb. 12-15 in Phoenix. Driver explained that a primetime Doritos commercial caused increased brain activity in viewers, while the Emerald Nuts commercial didn't have the impact. The reason? When evaluating brands, "consumers use emotions over information when making decisions," said Driver. 

"I'm here to prove to you that of everything you put on today, what will be judged the most is your body language," said Driver. During the conference, Driver shared tips on how to read and use body language to develop and maintain good relationships with customers.

Are you using and interpreting body language successfully with your customers?

Because customers interpret body language and make decisions about you, it's important to understand what you're communicating. Driver says that body language shows up seven seconds before your brain realizes what you're doing—but other people in the room have already noticed.

"Even just a couple minutes of interaction can make a big difference when it comes to your body language," said Driver. She says that words, our speech and how we speak to people, matter. But, equally, so does body language. The two go hand-in-hand when presenting ourselves and the products, services, businesses, and the industry we represent. 

"We leave money on the table when we don’t understand verbal and non-verbal cues," said Driver.

Driver emphasized the importance of asking your customers questions. If you sense they may be withholding information, intentionally or otherwise, gently let them know you sense there may be something they're not saying. For example, seeing someone shrug their shoulders often communicates an incongruency with what thay're saying. 

Don’t make hasty decisions based on your interpretation of a situation, said Driver. If something seems off, ask about it, then WAIT, which stands for "Why Am I Talking?". Stop talking and wait for an explanation.

"This step of due diligence is very important," said Driver. "Think like a CIA operative and investigate when something in someone's body language is inconsistent with their speech."

Another tip for successful communication with customers is when greeting them, face your body toward the person you're shaking hands with. It's easy to accidentally give them the cold shoulder with your body language, according to Driver.

Finally, Driver told those at her presentation that they need to think about body language all the time. It takes awareness and practice to improve what you're saying—and not saying—to customers.

"This industry matters," she said. "Watch how you present yourself to better represent the importance of the industry."

Bethany Stough is managing editor of Glass Magazine. Contact her at bstough@glass.org. 

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