IN THE NEWS
Women in the Industry: Featuring Lindsey Rowe Parker, Marketing Director of Rowe Fenestration.
With 15 years of experience in marketing communications, Lindsey Rowe Parker brings a unique set of skills to the glass industry. As the marketing director for Rowe Fenestration, she manages all marketing and communications initiatives.
“Rowe Fenestration is a family business. My father Scott Rowe has been a self-proclaimed glass geek
in the architectural space my entire life. After 10 years of honing my marketing communication skills, learning from
incredible mentors, and working for some of the biggest brands in the world, I was able to bring that knowledge to
As a consultant, she also works with small businesses and nonprofits. One of those nonprofits is the National Association of Women in Construction (NAWIC).
“I feel so fortunate to be part of the team at NAWIC Sacramento bringing more opportunities to women in construction,” she says. “Whether you are new on the job, or an industry veteran—most of us have had a look around and noticed women make up a small percentage of the workforce in the construction industry. The numbers don’t lie—and to be a small part of furthering the goals of both our Sacramento chapter and the [national chapter], makes me incredibly proud.”
Parker says finding a mentor is one of the most important things a woman in this industry can do.
“Something that I have noticed over and over in my professional experience is that the old, outdated narrative that
women do not help other women is not true. My most meaningful and impactful professional relationships have been
with women. I hope that anyone experiencing otherwise gets connected to a group of supportive women who lift each other up both personally and professionally.”
As more women get involved in the glazing industry, Parker says it’s important that the industry also continues to
adapt and evolve.
“Creating working environments free of barriers and biases that limit opportunities and undermine advancement
[is important],” she says, also looking toward an industry “where our diverse experiences are valued and recognized
for our contributions; where pay gaps are nonexistent and we are not funneled into a narrow selection of jobs with lower wages and no upward mobility.”
She also continues to look ahead at the evolution of her own career goals.
“I love my current path, my clients, my team. But I never want to be stagnant, there is so much to explore and I want to
be open to those opportunities when they present themselves. As they say, luck is when preparation meets opportunity.”
Rowe Fenestration adds Carolina Aquino as Inside Sales Representative and Customer Advocate.
Carolina Aquino has joined Rowe Fenestration as an inside sales representative and customer advocate. The company says that Aquino has a unique ability to juggle multiple projects and boasts great attention to detail.
Aquino brings more than 12 years of managing bidding, budgeting, large-scale management and vendor relations to her new role.
“Carolina has a knack for juggling sharp uneven objects with grace and a good attitude,” says chief financial officer Kendal Rowe. “With attention to detail, a strong work ethic and a get-it-done attitude, Carolina brings a level of professionalism to any project.”
Prior to her new role, Aquino worked in the entertainment industry where she built and fostered relationships at all levels and is well respected by peers, vendors, clients and executives alike, says Rowe Fenestration.
Chris Rowe: How to Communicate with your Team Effectively Even if you are rearely in the same physical space.
“Growing up in a household supported by glass and metal, Chris was never able to escape his destiny of becoming a glass geek himself. After a short stint in Korea, he came back stateside in and joined the Rowe Fenestration team as an outside sales arm, customer advocate, and architectural liaison. Now with almost a decade of experience in the metal, glass, and glazing industry, Chris is poised to lead Rowe Fenestration as the next generation of architectural sales professionals.
“I want to bring back the human element and feelings of prioritizing people over profit. In today’s fast-paced world I fear that we are losing focus on the fact that there is a person behind the screen or the phone. By keeping the humanity in our interactions, I feel that it helps break down communication barriers and helps ease difficult situations or cases of finger-pointing. When we do that, it is much easier to work as a team towards a single solution.”
What are your “5 Things You Need To Know To Communicate With Your Team Effectively Even If You Are Rarely In The Same Physical Space?
- Don’t Assume. Speak Up. If something is — or isn’t — working, let your team know. What can feel like over-communication or just common sense to you, may be the missing piece that someone is looking for!
- Adjust Your Message for the Medium. Take a moment to think about what you are trying to convey. The message is going to come across differently in the physical world vs the virtual world, in written form vs spoken. How do you want or need that message to come across?
- Break Up Monotony. Be creative, try new things, and engage your audience in ways that are meaningful to them. Monotony can lose attention. But so can fluff.
- Don’t Rush to Fill the Silence. Be patient when delivering information. Let it sink in, and allow room for questions, concerns, and discussion.
- Ask For Feedback. What do you want to see happening? Ask for pain points, frustrations, or successes. Celebrate the wins and find solutions to the challenges.
Lindsey Parker: NAWIC Emerging Professional
Lindsey Parker of Rowe Fenestration was named an Emerging Professional to watch by NAWIC and received national recognition, amplifying the success of women in the construction industry.
“Lindsey has consistently looked for ways for Rowe Fenestration to support women in our industry, both internally and externally. Her leadership and thoughtfulness about how we as a company build up the next generation are echoed and supported by our leadership team, through the conscious alignment of our time and our resources with organizations like NAWIC, ” says Kendal Rowe, CFO and Customer Advocate at Rowe Fenestration. “We are proud not only of Lindsey, but also to work alongside women in our industry both in Sacramento and at a national level.”
“Lindsey is a true Rockstar!” says Agata Krasniewska, President of NAWIC Sacramento. “When Lindsey Parker joined the NAWIC Sacramento Chapter last year, our marketing was taken to another level. She is a professional marketer and publicist and has brought her skills to our Chapter with immediate results.”
“I feel so fortunate to be part of the team at NAWIC Sacramento bringing more opportunities to women in construction,” said Lindsey Parker, named NAWIC Emerging Professional. “Whether you are new on the job, or an industry veteran — most of us have had a look around and noticed women make up a small percentage of the workforce in the construction industry. The numbers don’t lie – and to be a small part of furthering the goals of both our Sacramento Chapter and the National Association of Women In Construction, makes me incredibly proud.”
NAWIC Sacramento has been recognized at the national level for exemplary contributions and communications efforts during the 2021 Women In Construction Week, as well as individual member recognitions as Emerging Professionals to watch in the construction industry. The announcements were made during the annual NAWIC National Conference in August.
Proteus Facades Partners with Rowe Fenestration to Offer Rainscreen Systems
“We are delighted to have partnered with Rowe Fenestration in Northern California and Nevada which is a key area in our expansion into the USA,” says Simon Gregory, sales director at Proteus. “We look forward to working with Rowe Fenestration and the local facade network to bring our range of aluminum honeycomb rain-screen systems to the region.”
Proteus is a designer and manufacturer of rainscreen cladding systems for building envelopes specializing in optically flat honeycomb bonded rainscreens. According to the announcement, the use of honeycomb within the panel systems delivers a lightweight, high strength, exceptionally flat, cost-effective solution.
“This is an innovative product that is unique from a design perspective — a great design solution as a signature feature on projects,” says Chris Rowe of Rowe Fenestration. “We are thrilled to add Proteus Facades’ innovative, long-standing, high performance and low maintenance building envelope solutions to our offerings.”
Lindsey Rowe Parker- NAWIC Sacramento Member Receives a Marketing Star Award within the Pacific Northwest Region
Lindsey Rowe Parker- NAWIC Sacramento Member Receives a Marketing Star Award within the Pacific Northwest Region.
With 15 years of experience representing top-tier global brands in marketing communications, Lindsey has a unique yet broad set of skills in this space. From extensive experience in client relations, public relations & communications, digital marketing, celebrity activations to ensuring cohesive brand identity across all channels. As the Marketing Director for Rowe Fenestration, Lindsey manages all marketing and communications initiatives. Rowe Fenestration offers a strategic combination of product selection and design support to architects, commercial contractors, glazing contractors, and other professionals in the metal, glass, and glazing industries.
As a consultant, Lindsey works with small businesses and nonprofits that have to stretch their marketing budgets as far as they can reach. With Lindsey’s current small business clients, Lindsey manages brand strategy, public relations, web, and digital presence, social media, content strategy, graphic design, brand identity collateral, email marketing campaigns, video production, and more from concept to completion.
“Lindsey is a true Rockstar!” says Agata Krasniewska, President of NAWIC Sacramento. “When Lindsey Rowe Parker joined the NAWIC Sacramento Chapter last year, our marketing was taken to another level. She is a professional marketer and publicist and has brought her skills to our Chapter with immediate results.”
Lindsey implemented the rebrand across all our marketing channels and manages our new professional social media accounts. In a very short time, she has created new collateral pieces, videos, and templated documents so we had a cohesive look and feel.
COVID forced us to operate in a virtual world and Lindsey went above and beyond to promote our chapter through these difficult times which resulted in significant membership growth and various recognitions within our region. She also held a training for our membership about marketing for small businesses.
Through beautiful visual advertisements of our events, to creating a video gallery of our members and youtube account, NAWIC Sacramento is blossoming. Lindsey promotes our industry, chapter, and its members and is always looking for new ways to innovate to meet the needs of our membership.
We are truly lucky to have Lindsey in our membership and as our marketing chair.
“I feel so fortunate to be part of the team at NAWIC Sacramento bringing more opportunities to women in construction,” said Lindsey Rowe Parker. “Whether you are new on the job, or an industry veteran — most of us have had a look around and noticed women make up a small percentage of the workforce in the construction industry. The numbers don’t lie – and to be a small part of furthering the goals of both our Sacramento Chapter and the National Association of Women In Construction, makes me incredibly proud.”
NAWIC SACRAMENTO: NAWIC Sacramento is an affiliate of the National Association of Women In Construction, an international non-profit association that promotes and supports the advancement and employment of women in the construction industry. Since its founding, NAWIC has grown to a membership of 5,500 women with more than 115 chapters. NAWIC also has International Affiliate Chapters in Canada, Australia, New Zealand, South Africa and the United Kingdom. Visit https://nawicsacramento.com/
ROWE FENESTRATION PARTNERS WITH ARMOURED ONE TO SUPPLY PROTECTIVE GLAZING SYSTEMS
“As parents, we promise our children that we will protect them,” says Armoured One founder Tom Czyz. “In an active shooter attack, every second counts. One big step towards security that many schools and businesses are taking is the installation of security glass in windows and doors. This is designed to slow down or deter an attacker from gaining entry with force or a gun.”
Armoured One’s Security Glass is the first glass to be tested to the new test method called Shooter Attack. This test method was designed by active shooter experts based on the history of active shooters. All testing is observed by UL.
“This is a heartbreaking reality that our loved ones should never have to face, these should be safe spaces. But unfortunately, that is not always the case. It is vital that we are well-prepared for all kinds of safety incidents—including the possibility of an active shooter. We are proud to partner with Armoured One and EFCO Corporation making these spaces safer for our loved ones,” says Scott Rowe, principal at Rowe Fenestration.
Scott Hollingsworth Joins Rowe Fenestration and Airolite
Scott Hollingsworth has joined with Rowe Fenestration and Airolite in a collaborative effort to design, promote, and sell Airolite products in Southern California.
“Scott has been a titan in our industry for as long as I have known him. When the opportunity arose to dissuade him from his possible retirement, we jumped at that chance,” said Scott Rowe, principle at Rowe Fenestration. “We are thrilled about this collaboration and know Scott’s expertise and long-standing relationships will bring value to our customers and partners in our Southern California markets.”
Scott Rowe of Rowe Fenestration: “Focus on Relationships ”
As a part of my series about how to be great at closing sales without seeming pushy, obnoxious, or salesy, I had the pleasure of interviewing Scott Rowe, Owner of Rowe Fenestration.
Scott is a 40 year veteran of the architectural glass industry and has touched all aspects of the business. He thrives on relationships and sharing big ideas while wearing fancy socks and a great pair of velvet shoes. As a small business owner, he has changed the game for manufacturers’ sales reps in the architectural industry. Because for Scott, relationships come first. Bridges are not to be burned, and helping your competition is sometimes the right thing to do. His integrity and long-term vision are what make Scott an incredible leader and salesman. He is training up the next generation of architectural sales reps with empathy, integrity, and prioritizing people over profit.
‘Closing’ is of course the proverbial Holy Grail. Can you suggest 5 things one can do to successfully close a sale without being perceived as pushy? If you can, please share a story or example, ideally from your experience, for each.
- Focus on Relationships — My personal style is a consultative type of sales, being part of the process, bringing product expertise to the table regardless of the outcome. This approach tends to develop relationships with people that enhance the communication during the project lifecycle and get you the opportunity for the sale, and to the close.
- Be Solutions Oriented — It is not salesly, it is not pushy. You become a solution in their toolbox, they think of you. It is not so much about closing, as it is about providing a solution that is workable and will satisfy their needs. In order to bring those creative solutions to the table, you need to know how the pieces fit together.
- Ambition vs. Desperation– Closing is the Holy Grail. One of the great joys of sales is that your results are black and white, your numbers are there or not there. That motivates, stimulates, challenges you to reach for higher standards. You kill it or you don’t eat. You succeed or you don’t, it is not like so many other parts of a business that are more nebulous. You strive to be the best you can be. But don’t mistake ambition for desperation ― they can smell that a mile away.
- Utilize Technology but Keep Humanity. There needs to be a level of humanity in the equation that corporate America is moving away from. As a front line sales person, we add it back into the equation. When you buy from us you have more fun! Yes, we are competent, communicate effectively, are professional and represent quality products, but the opportunity is there to have more fun. Enjoyment and humanity in the process.
- Think Long Term — This underpins everything we do. Be honest and operate with integrity, even if the outcome is not in your favor. Give your best advice, even if it does not result in the sale. You are looking at the long game, not the short sighted sale. Pushing a lead into something that is not quite right for their needs reduces your likelihood of a good outcome, puts your expertise in question, and makes the potential for return business unlikely. Operate with integrity and with the long term in mind, always.
How Can Cross-Functional Partnerships Provide Value in B2B?
Host Tyler Kern was joined by Andrew Haring, VP, Business Development for the National Glass Association, Scott Rowe, Principal at Rowe Fenestration and Lindsey Parker, Rowe Fenestration’s Marketing Director to tackle a big question – how can cross-functional partnerships provide value for B2B companies and industries?
In particular, the quartet examined how Rowe Fenestration, which offers product selection, design support and more to major players in the glass industry, and the NGA have seen immediate benefits from a mutually beneficial partnership.
Parker highlighted the educational, resource-based aspect of the collaboration, adding that being able to share the deep library of resources at the disposal of the NGA with Rowe’s customers has brought incredible value and reach for both parties.
“That is part of our relationship with the National Glass Association – to bring to our audiences, and those that we interact with daily, resources they may not know about,” she said.
This symbiotic nature is a key aspect of taking advantage of any cross-functional partnership in the B2B space – if there’s an opportunity for two parties to come together and facilitate an exchange of ideas, resources, value and more, it is often a win-win for both organizations.
Kern and his guests also touched on NGA’s GlassBuild Ambassador Program established in 2019, and last year’s GlassBuild Conference, a valuable event that provides key collaboration opportunities, as Rowe Fenestration and the NGA explore their strategic partnership.
COMMUNICATION IN THE TIME OF COVID-19
“There is no playbook for this,” says Lindsay Parker, Rowe Fenestration, of business communication during this pandemic, “but if we approach best practices with sensitivity and intentionality, we can continue to serve our customers and partners during a challenging and disruptive time.” She offers the following five tips for best communication practices.
- Acknowledge and adapt. We don’t have all the answers, but this is how we are adapting to serve you, our customers, staff and partners. Sharing that universal vulnerability can be scary, but transparency builds trust.
- Keep messaging in your area of expertise. There is a lot of information out there, but you have a specific message that is relevant to your customers and partners. Zero in on messages that reflect your business offerings, and how you are working to continue to solve your customers challenges. Share that messaging with your team to provide a cohesive voice from your company.
- Stay positive and authentic. There is enough fear circulating; we do not need to add to it. Be transparent on how you are working through your business challenges, and reassure your customer base and partners that, while this is not business as usual, you are in this together.
- Bring value. Try new ways to bring value to your customers through digital channels. It could be an online course, a video presentation or digital download that was not previously available. You could implement a mentorship program or cross training. Listen to what their needs are and collaborate on a new way to address those needs.
- Use resources available to you. Set aside some time for training and education. Anything from online social media webinars, testing out a new graphic design program to raise your brand profile, utilizing the content provided by MyGlassClass.com and the NGA. There are so many ways to build up your and your team’s skills that are relevant to your business objectives. Share those opportunities with your customers. Providing educational and career development opportunities only helps our teams, customers, businesses and industry as a whole.
GlassBuild America Welcomes Brand Ambassadors
The addition of these prominent industry influencers will expand the reach of GlassBuild America so more participants can be made aware of the business-building benefits of attending the industry-leading event. GlassBuild features dozens of free educational and code-update seminars, networking, and the latest industry products and technologies from over 450 exhibitors.
“Finding new ways to reach the entirety of the glass and fenestration industry requires the need of volunteer advocates like these,” said Andrew Haring, Vice President of Business Development of the National Glass Association. “We are honored to have such reputable organizations, some of the best representatives of our industry, step up and help us promote the importance and significance of this event.”
The first six organizations to participate are the following:
- Conners Sales Group
- Edify Studios
- MB & Associates
- Premier Glass Products
- Rowe Fenestration
- T. Fin Building Solutions
“GlassBuild is a strategic partner for Rowe Fenestration. The premier event in the course of its 17-year history has continued to renew itself and educate the industry,” said Scott Rowe, principal of Rowe Fenestration. “GlassBuild offers the opportunity for the melding of technology with quality vendor partners, customers and business solutions—and it is the vehicle to add humanity back into the industry. We are humbled to join NGA’s exclusive circle of brand ambassadors.”
GlassBuild America is actively seeking additional brand ambassadors. If you are a manufacturer representative or independent consultant and are interested in getting involved, please contact the NGA at email@example.com.
GlassBuild America is the largest annual gathering place for the entire glass, window and door industries in the Americas.
Presented by the National Glass Association along with association sponsors, the Window & Door Dealers Alliance (WDDA), the American Architectural Manufacturers Association (AAMA) and the Insulating Glass Manufacturers Alliance (IGMA), GlassBuild America is a comprehensive and united event connecting the industry to share common challenges and solutions.
Highlights include live Action Demos, free Express Learning 20-minute educational sessions, the 14th annual Glazing Executives Forum, and the 5th annual WDDA Window and Door Dealer Day. GlassBuild is supported by its official publications—Glass Magazine and Window & Door magazine.
Airolite taps Rowe Fenestration in Southern California
“Rowe Fenestration’s combination of passion and expertise brings tremendous value to Airolite and our customers. We at Airolite are very happy to extend our history of success with Rowe Fenestration into Southern California,” said Greg Ewan, Segment Manager at Airolite.
“After well over a decade of continued success with Airolite in Oregon, Northern California and Northern Nevada, we are pleased to announce that we are extending our reach to Southern California,” said Bob Sharman, Principal at Rowe Fenestration. “The addition of Airolite to our offerings in this region will put us in a position to be incredibly valuable to the Southern California market.”
Rowe Fenestration offers a strategic combination of product selection and design support to architects, commercial contractors, glazing contractors and other professionals in the metal, glass and glazing industries.
Kendal Rowe Joins Rowe Fenestration in Southern California
“Kendal has a knack for juggling sharp uneven objects with grace and a good attitude,” says Scott Rowe, principal at Rowe Fenestration. “With attention to detail, a strong work ethic and a get-it-done attitude, Kendal brings a level of professionalism and an aptitude for solid organization. We are proud to have her on our team.”
Big 3 Interview: Scott Rowe by Max Perilstein
This was a really fun interview. I only recently met Scott at the past GlassBuild America, so getting a chance to do this with him was very cool for me. With just getting to know him, the more I follow Scott and his company, the more impressed I get. Manufacturers’ representatives can get a bad rap (some deserve it, believe me), but guys like Scott and his group surely do a fantastic job of making the companies they represent and our industry look good!
Did I read your profile right that you were a math major in college? How did you end up in the glass world from there?
I actually ended up in the glass business well before college.
It was the summer of 1969, as a sophomore in high school, I took a summer job at a tiny upstart glass company that was soon to move to my hometown in the Midwest. I started as a loader on the line and moved up to glass cutter, before automated cutting and optimization. I moved through the plant working many of the stations, until the day that changed my life.
It was a hot, humid corn belt kinda day in the factory. A group of five or six coolly sophisticated looking guys came in the side door. They wore pink and purple madras shirts, penny loafers with no socks, and were all sunburned. “Who are those guys?” I asked. They were a couple of our customers and the sales guys after a day of fishing and golf. I knew in that moment that I wanted to be like them: their freedom, style of communication, and that footwear. I continued to work in the plant all through high school and during every college break. “Scotty, bring a clean shirt, run to the airport to pick up our vendor/customer/architect.” Every opportunity presented brought me closer to connecting with people, talking to them, learning about them, and ultimately to sales. I started full time as a management trainee in 1975. But back to your original question, I did use my trigonometry knowledge to figure out the algorithm for the stretch factor on a vertical tong-held tempering furnace using a slide rule.
You started your manufacturers rep firm in 2005, which was when things were rolling, but then the recession hit pretty quick after that. What kept you going and then eventually growing?
By 2005 I had been in the business over 30 years at many different levels of the industry and had the opportunity to learn from some great mentors. People are the core of our business, and I am fortunate to have been surrounded by an innovative and hardworking team, a brilliant business partner, and have the support of my incredibly smart and patient wife. Like many of us, we have the urgent need to eat, sleep out of the rain and cold, and support our families. When you are a small business you are not necessarily tied to national trends. With insight and effort, we can influence and affect our own reality. We have built a small team of talented people from different backgrounds, and they are leading us to continued success as the world evolves.
A lot has obviously changed in the industry from when you started, is there anything specific (products, plants, people etc.) that make you laugh at the way things were vs. the way they are now?
Life is change. The technology of the products, the design, the process, the systems, the applications, and methods of communication have all changed greatly. The need for top quality, dependable, honest, and timely transactions and communication is as relevant as it has ever been. The speed with which things happen now is nearly in real-time. The days of the traditional library and catalogue are virtually gone; you need to have a digital footprint, social media and an online presence with a positive user experience. Technology facilitates these opportunities. As they say, “there’s an app for that.” Transition into this new world is vital.
Many of the “shazam” type products and organizations that we have expected to be overnight phenomena take far longer to develop than first expected. I liken it to a Bonnie Raitt interview I heard the year she won Grammys in four categories. “How does it feel to be an overnight success?” She replied, “Amazing, and it only took me 25 years.”
Our business has changed in many ways. We can now build better buildings with greater energy efficiency and more innovative design options as we continue to evolve toward net zero facilities. What has not changed is the need for humanity in the process. The need to develop understanding and a collaborative spirit between the ownership/design, the corporate manufacturing entities, the GCs and the specialty subcontractors remains a vital challenge for a successful outcome.
Madras shirts are back (for some of us never gone). I still love fancy socks and a great pair of velvet shoes, but I do stay out of the sun now on advice of my dermatologist. I was able to do it, and I still love what I do. We truly respect and enjoy the culture of this wonderful industry and are extremely fortunate to have the support of excellent vendor partners. We continue to get up every day to assist our customers as they work to complete successful projects.
Rowe Fenestration Hires New MM Systems Representative
“We are very pleased with the addition of Laura to our team. MM Systems Corp. has been a strong and dependable vendor partner and we look forward to growing their business,” says Scott Rowe, principal and glass geek at Rowe Fenestration.