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The logo features a minimalist, modern design with geometric shapes. It consists of a large cyan square and smaller cyan rectangles arranged within a black and white split background, creating a dynamic, abstract composition. Ideal for a sleek, contemporary website logo representing innovation and creativity in design or technology.

Why FrameAndSash

We’re a team from the window and door industry helping manufacturers quote faster and more accurately.

Frame & Sash is a digital calculator that saves time, removes errors, and boosts sales.

We work with you — through tools built for your reality.

About Me

Hi, I’m Victor Maddox — founder of Frame & Sash.


After 15+ years in the window and door industry, I’ve seen it all: slow quoting processes, pricing errors, lost deals, and frustrated teams. Not because people don’t know their job — but because the tools they use weren’t built for them.


That’s why I created Frame & Sash — a digital platform designed by people from the industry, for people in the industry.


Blog Posts - News and Trends

Navigating Industry Challenges: Innovation, Resilience, and Adaptation
The UK’s fenestration sector is facing a complex and challenging landscape in 2025. While signs of recovery appear, many businesses are still struggling to stay afloat due to rising costs, political instability, and changing consumer behaviors. Howe...
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Will Renovation Save the Construction Industry Amid Economic Uncertainty?
As the construction industry faces ongoing challenges, including economic uncertainty, high material costs, and labor shortages, a new report reveals that the housing market continues to struggle. The Housing Market Index (HMI), published by the Nat...
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Tackling the Net Zero Challenge: A Guide for Window & Door Companies
England needs to upgrade nearly 12.8 million homes from an EPC rating of D or below up to C to meet its Net Zero by 2050 goal. That works out to almost one home every minute, or 57 homes each hour, needing better insulation, double or triple glazing...
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Unlocking AI for Windows & Doors: Thinkivity’s New Hire and What It Means for Our Industry
Thinkivity, the AI consultancy focused on glazing companies, has just welcomed Carly Graham as its newest AI specialist. Carly will lead practical training and bespoke consultancy to help window and door businesses adopt AI tools—from chatbots to da...
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Opportunities for the Window & Door Industry in 2025
At the start of 2025, window and door companies face real challenges – higher labour costs and low consumer confidence – but also clear reasons for optimism. • Higher employment costs: The UK minimum wage rose from £11.44 to £12.21 per hour (an ext...
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Bridging the Gap: How Window & Door Companies Can Thrive Amid Economic Uncertainty
Today, many business owners doubt official growth forecasts. In the UK, projected GDP growth fell from 2 % to just 1 %, and companies feel the forecasts are out of touch with real life. They face higher costs, slow investment, and a shortage of skil...
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How to Thrive in an Evolving Glazing Market: Sales, Marketing & Branding Tips
The glazing market has changed a lot over the past five years. Between 2019 and 2024, average sales fell by 16% and leads dropped by 22%. Google searches for glazing terms also went down by 5%. But this is not a sign of failure—it shows that custome...
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Using Resilience and Innovation to Sell More Windows & Doors
Today’s window and door market faces big challenges. Some businesses have closed. Higher taxes and global uncertainty make things hard. Yet, there are positive signs: average order values rose by 62.5%, and both leads and sales went up by 10% in ear...
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How Lower Mortgage Rates and Rising Home Sales Benefit the Window & Door Industry
New home sales saw a clear boost as mortgage rates fell in March. This trend opens fresh opportunities for window and door companies in sales, marketing, and branding. Let’s look at the key facts—and how we can use them to sell more effectively. ⸻ K...
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How to Seal Your Windows and Reduce Your Rent
Drafty windows can make your home cold and raise your heating bills. In Germany, if your windows are not sealed well, you may have the right to pay less rent until they are fixed. Follow these simple steps to find drafts, talk to your landlord, seal...
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Surge in Core Construction Orders Marks Strong Start to 2025
As Germany ushers in the new year, the construction sector has kicked off 2025 with renewed momentum. According to data released by the German Federal Statistical Office (Statistisches Bundesamt), real (price‑adjusted) order intake in the core const...
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Strengthening Customer Service with AI: The Velux Approach
As customer expectations continue to rise, leading brands are turning to artificial intelligence to deliver faster, more personalized support—while freeing up their teams for the human touch. Velux, the global daylight and fresh‑air solutions provid...
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Beyond the Frame: 7 Emerging Window & Door Trends for 2025
As we move into 2025, windows and doors are no longer just functional elements—they define curb appeal, boost home value, and drive energy savings. In its “Windows and Doors Report 2025,” Fixr.com surveyed dozens of industry experts to uncover what ...
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Innovation in the Window and Door Industry: What’s Shaping the Future
The world of windows and doors is constantly evolving, with innovation driving the design, functionality, and performance of products in ways that were once unimaginable. From smart glass and pivot doors to automated systems and energy-efficient mat...
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Technology and Trends Shaping Today’s Hardware in the Window and Door Industry
The window and door hardware market is undergoing a dynamic shift, influenced by evolving consumer preferences, technological advancements, and economic pressures. Today’s hardware designs are not just about functionality but also about aesthetic ap...
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Comparative Analysis of the Window & Door Industry Trends for 2023, 2024, and 2025
The 2023, 2024, and 2025 reports provide a comprehensive picture of the challenges and opportunities in the window and door industry. Here’s a breakdown of key trends across these years, highlighting growth areas and those in decline. ⸻ 1. Market Pe...
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The Evolving Glazing Market: Key Insights and Opportunities for Growth
Published on April 7, 2025, by Winactive The latest 2024 Business Pilot Barometers report reveals a significant slowdown in the home improvement sector, with declines in leads, sales, and installation registrations year-on-year. This follows a broad...
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2025 Remodeling Impact Report: Key Insights on Home Renovations and Their Value
The 2025 Remodeling Impact Report by the National Association of Realtors (NAR) offers valuable insights into the world of home remodeling, focusing on the top projects for cost recovery and joy scores. The report provides a unique look at how homeo...
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Stagnation Expected for 2025 in the German Window and Door Market
The outlook for the German window and door market in 2025 appears to be one of stagnation, with expected declines in production and sales. The VDMA (Verband Deutscher Maschinen- und Anlagenbau) has revised its 2024 forecast, anticipating a 15% drop ...
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Multifamily Market in USA to Stabilize Toward the End of 2025
The multifamily housing market has faced significant challenges in recent years, primarily due to supply-chain disruptions and high interest rates. Economists at the National Association of Home Builders (NAHB) International Builders’ Show in Las Ve...
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Tommy Trinder Warns of Market Shift Pressures on Premium Window Product Prices
The latest data from Tommy Trinder suggests that shifting market conditions are creating significant price pressure on premium window products, including flush casements, vertical sliders, and bifold doors. A recent analysis, based on over 200,000 q...
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A 5-Year Market Analysis: Glazing Market Evolution
A recent five-year analysis of the glazing market shows significant changes, offering a fresh perspective on the current market dynamics. Published on April 7, 2025, the 2024 Business Pilot Barometers report highlights a continued slowdown in the ho...
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The German Window Market in 2024: Less Optimism, More Caution
The latest issue of Bauelemente Bau—one of the most respected trade journals in our industry—offers a sobering look at the current state of the German window and door market. And the message is clear: caution is warranted. ⸻ 📉 Demand is falling—for ...
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The Future Is Narrowing: What Fewer Windows in New Homes Reveal About Our Industry
Did you know that by 2027, the average newly built home will have three fewer windows than in 2015? 📉 Fewer windows. Smaller footprints. Greater caution. That’s one of the standout insights from the “2025 Industry Pulse” report, jointly published by...
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ChatGPT Prompt Guide for Window and Door Manufacturers
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The ChatGPT Prompt Guide for Window and Door Manufacturers is the ultimate tool for professionals ready to work smarter, not harder.


Crafted specifically for fabricators, dealers, and marketers in the fenestration industry, this guide contains over 75 ready-to-use AI prompts that streamline quoting, simplify communication, boost sales, and accelerate internal processes. Whether you’re drafting client emails, training new installers, launching a digital campaign, or writing technical instructions — this book shows you exactly how to use ChatGPT to save hours and elevate results.


Built by industry insiders. Tested in real factories, showrooms, and sales offices.

This is not theory — it’s your daily assistant, on every screen.

Blog Posts - Sales, Marketing and Branding Tips

How ‘Before You…’ Commands Boost Your Window & Door Sales
Using just two simple words—“Before you”—you can guide your customer’s mind toward your suggestion without them noticing. This trick works because the conscious brain hears “Before you” and skips straight to the idea that follows. Your customer’s un...
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How to Use 7 “Hypnotic” Words to Boost Your Window & Door Sales
Our minds ignore most ads, emails, and messages. To reach the hidden part of the brain, start sentences with seven “hypnotic” words. They spark imagination and make listeners more open. Here’s how each word works — plus real examples for window &...
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How to Reframe Objections and Close More Window & Door Sales
In sales, customers often push back with negative phrases. By changing your words, you can build trust and guide them toward a “yes.” Here are three common objections—and how to reframe them for better results. Each section includes a clear explanat...
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How to Use “Agreement Analogies” to Sell More Windows & Doors
Great sales hinge on getting your customer to agree with you—without feeling pushed. In New York, one life-insurance agent sold more policies than his entire team by saying, “Imagine you had a money-printing machine that brings peace and security to...
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How to Use “Magic Words” to Sell More Windows & Doors
Power words grab attention, spark emotion, and help people decide fast. In the window & door industry, the right words can boost sales, strengthen your marketing, and build your brand. Here are eight categories of magic words plus concrete examp...
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Six Storytelling Frameworks to Supercharge Your Window & Door Marketing & Sales
Great stories attract attention, build trust, and drive action—whether you sell windows, doors, or any home-improvement solution. Below are six proven storytelling frameworks from Pixar, classic narrative theory, and top marketers. For each, you’ll ...
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7 Powerful Hooks to Boost Your Window & Door Sales
In a busy market, you must grab your customer’s attention in seconds. Here are seven simple “hooks” from a recent marketing guide, with real examples you can use in window & door sales, marketing, and branding. ⸻ 1. “What if I told you [surprisi...
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Master Negotiation Tips for Selling Windows & Doors
Negotiation isn’t just for boardrooms—it’s a vital skill for selling windows and doors, too. By using proven frameworks and simple communication tricks, you can boost sales, improve marketing messages, and strengthen your brand. Here are the key tak...
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What to Do When a Buyer Says “I Need to Find a Better Price”
In sales, it’s common to hear a customer say, “I need to look for a better price.” This objection can feel like a roadblock, but it’s actually an opportunity to guide the conversation toward value and trust. Here’s a simple, three-step approach you ...
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6 Proven Strategies to Boost Lead Generation for Your Window and Door Business
In today’s competitive market, it’s not enough to wait for customers to come to you. As a window and door business, you need to take active steps to generate quality leads and build relationships. Fortunately, there are several proven strategies tha...
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Focus on the Process, Not Just the Sale
In sales, chasing a quick sale can often backfire. When you focus only on the end result, you might rush through the important steps that build trust and provide the customer with the information they need. Instead, take the time to guide customers ...
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Emotions Matter: Sell with Your Ears, Not Just Your Mouth
Sales are about emotions, not just facts. While it’s important to know all the details about your products, what really makes a difference is how well you listen to your customers. When you listen carefully to their needs, you can connect with them ...
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Use Your Time Wisely: Sell More, Waste Less
Did you know that salespeople spend only 39% of their time actually selling? The rest of the time is spent on paperwork, administrative tasks, and other activities that don’t directly lead to sales. The key to boosting your sales is to automate as m...
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Track Your Work: Don’t Leave Sales to Luck
In sales, luck is never enough. Without tracking your actions, you are essentially working blind. If you don’t measure your efforts, you won’t know what’s working and what’s not. To succeed, you need to set clear goals, track your progress, and cons...
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Know Your Product to Build Confidence
When you don’t know your product well, customers notice. If you’re not confident about what you’re selling, your clients will feel uncertain too. Whether you’re selling windows, doors, or energy-efficient solutions, having a deep understanding of yo...
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Slow Down: Build Trust Before Talking Price
When making a cold call or starting a sales conversation, it can be tempting to mention the price early. However, presenting your price too soon can scare off the customer. They may feel like you’re pushing them into a decision, rather than helping ...
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Guide, Don’t Push: How to Win Trust in Sales
Jumping straight into a sales pitch too soon can overwhelm customers and even push them away. Instead, by focusing on listening first and understanding their needs, you can build trust and provide solutions that genuinely help. ⸻ Main Point: Ask Que...
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Learn from Mistakes to Grow Stronger in Sales
Everyone makes mistakes in sales. It’s part of the process. But the real mistake comes when we don’t learn from them. Every lost deal or missed opportunity is a chance to improve and grow stronger in the future. ⸻ Main Point: Review Lost Deals and M...
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Cold Calls: A Small Step, A Big Opportunity
Many salespeople feel uncomfortable making cold calls. The idea of calling someone who may not be expecting it can be nerve-wracking. But the truth is, every call—even if it ends with a “no”—is an opportunity to gain experience, build valuable conta...
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Branding That Matches Your Strength: Speed, Price, or Quality
Branding is not just your logo or company name. Branding is the feeling customers have when they think about your company. That’s why your brand must clearly show if you are focused on speed, price, or quality. When your branding matches your streng...
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How to Sell Windows & Doors with Positioning Power
Good sales are not about luck—they are about good positioning. When you know your focus—whether it is speed, price, or quality—every conversation with a customer becomes stronger and more confident. You are not just selling windows or doors. You are...
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Asking the Five Key Questions to Unlock Customer Needs
Educating buyers before your pitch—called pre-indoctrination—can improve your close rate. By asking five simple questions, you learn their true needs and shape your window and door offer to fit perfectly. ⸻ Key Insight When customers discover their ...
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Leveraging Social Influence to Sell More Windows & Doors
People trust recommendations from friends, family, and experts more than simple ads. This trust is called social proof. In the window and door industry, using social proof can help you build trust quickly and win more sales. ⸻ Key Insight Testimonia...
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Balancing Emotion & Logic in Window & Door Sales
To sell windows and doors effectively, we need to touch both the heart and the head of our customers. A strong story or feeling grabs their attention. Then clear facts and numbers help them feel confident in their choice. Blending emotion and logic ...
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Clarity Conquers Confusion: How Simple Choices Drive Window & Door Sales
When customers see too many options or too much detail, they often stop and do nothing. In the window and door industry, a clear path helps them decide. “Clarity beats confusion” means making every step—from first ad to signed contract—as simple and...
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