Why “Buy 1, Get 1 Free” Window Sales Are Bogus
It Sounds Like A Great Deal, Right?
It Is… For The Window Company.
BY JASON QUILLMAN, CO-OWNER
If you’ve spent even 5 seconds researching new replacement windows in the St. Louis area, you’ve no doubt come across companies offering this:
“Buy # Windows, Get # FREE!”
It could be Buy 1, Get 1… Buy 2 Get 1… Buy 3, Get 3… there are many variations. But they all have one thing in common…
Buy 1, Get 1 Means Inflated Prices
Buy 1, Get 1 sales (which I’ll refer to as B1G1 from this point on) sound like an amazing deal. After all… free windows!
But those “free” windows actually cost you BIG dollars.
Every window company has a specific profit margin. If they don’t reach that margin, they don’t make enough money. And if they don’t make enough money, they go belly up. It’s simple math.
So how in the world can a company give away free windows without going out of business? Wouldn’t this destroy their profit margin?
In theory, yes.
In reality, no.
That’s because window companies inflate their prices in order to offer these B1G1 “deals.”
Windows Are A “One & Done” Purchase
Supermarkets and clothing stores can afford to run B1G1 deals that lose money because you’ll buy other stuff from them now and in the future. In fact, “loss leader” sales like this are critical to these industries. You’re always going to need more clothes, shoes, bread, milk, and eggs.
But the window industry is the opposite. People buy windows once, maybe twice, in their lives. Once you buy windows from a window company, there’s a 99.99% chance you’ll never buy windows from them again.So a B1G1 sale doesn’t secure window companies any repeat business.
Why, then, do window companies advertise B1G1 deals?
The real point of the B1G1 is to lure you into setting an appointment. It’s not until the salesperson is in your home that you discover how much those “free” windows will actually cost you.
An Example Of B1G1 Bogusness
Let’s run some numbers so you can see firsthand how B1G1 window specials end up costing you MORE money:
- Company A and Company B sell the exact same windows. But Company A is running a B1G1 special.
- Naturally, you call Company A. (Why wouldn’t you choose the company offering free windows?)
- During the appointment, you find out that Company A’s windows cost $1,700 each.
- That means, even though you get a window free for every window you buy, it works out to $850 per window.
- You then contact Company B, just to make sure you’re getting the best price.
- Company B isn’t running a BOGO special, but they charge $700 for the same window.
- Now let’s say you need 10 windows. Here’s how much you’d spend with each company…
- Company A (B1G1 offer): $8,500 (5 windows purchased x $1,700 each)
- Company B (no offer): $7,000 (10 windows purchased x $700 each)
So even though you’re paying for double the windows with Company B, you end up spending $1,500 less total. And you didn’t even get a “deal”!
Bottom Line: B1G1 Benefits Window Companies… Not You
Let’s be real: if a window company can afford to give away windows, it means they’re inflating their prices. BIG TIME.
Buying windows isn’t like buying a gallon of milk or a T-shirt. You purchase new windows once or maybe twice in your life—that’s it. Window companies can’t make money on B1G1 deals unless they’re overcharging you. It’s that simple.
The same goes for another window sales classic: Price drops [Sept 2020 blog post: “Price Drops 101”]. If a company can instantly drop the price by 30-50% at your kitchen table, their windows cost too much to begin with.
Get A Fair Price The FIRST Time
If you want a fair and honest quote on windows in the St. Louis area, get in touch.
We don’t do “free” windows. We don’t do “price drops.” We simply give you the best up front. No games. No nonsense. That’s a promise.
We would be honored to hear from you.