March 15, 2017

AAMA Recap More Than Words

by Erin Johnson

Do you know what you’re communicating with your body language? Is body language something you keep top of mind?

You should, because it’s an important part of building and maintaining customer relationships. Such was one of the themes at this year’s American Architectural Manufacturer’s Association (AAMA) Annual Conference in February. The conference hosted body language expert Janine Driver as its keynote speaker this year, who offered attendees some valuable lessons in nonverbal communication. It’s as relevant to the fenestration industry as it is to any other that depends on relationships—your body language can reveal a lot, and you can use it to your advantage.

When evaluating a purchase, Driver shared, potential customers are much more likely to use emotion rather than information when making a decision. Interacting with a customer? Your body language could make all the difference. They’re choosing to place their trust in you, more than they’re carefully valuing the merits of your product or service.
Here are a few of the top tips I took away from Driver’s presentation:

  • Crossing your arms can often be misinterpreted for boredom or defensiveness—but it’s more likely to be a signal that the person is thinking.
  • Ask your customers questions. There may be something they’re not telling you.
  • Your explanation for an error can’t be longer than your apology for the same. Customers want to be validated.
Elsewhere at the conference, one of the most notable takeaways was the review of, a joint project between AAMA, the Glass Association of North America (GANA), the Insulating Glass Manufacturers Association (IGMA), and the National Glass Association (NGA). The site was conceptualized as a space to house all manner of technical information published by all associations. The goal, as stated on the website, is “to be relevant, timely and of service to the industry.”

It's a remarkable effort, and a testament to how the glass industry is committed to working together to overcome shared challenges.

Have any favorite moments from this year’s AAMA Conference? I’d love to hear your thoughts. Contact me directly at

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Posted: March 15, 2017 by Erin Johnson Filed under: AAMA, communication, nonverbal