Outsmart Dirty Sales Tactics When Purchasing Windows

Couple building home

Learn What A Fair Price For Replacement Windows Is

What is a fair price for a gallon of gas? A loaf of bread? A dozen eggs? When we buy items on a daily basis, it’s pretty easy to get a feel for the current market rate and to know if a business is inflating its prices.

Here’s another question: What is a fair price for replacement windows for your home? Not so easy, is it? New windows for our homes aren’t something we regularly buy. Especially if we are looking for custom designs, reliable window contractors, fair window prices, and a fast and effective window installation process.

When we find ourselves in the market for windows, we often aren’t nearly as prepared to spot an overly high price or to see beyond common window sales tactics. We are much more vulnerable to being taken advantage of by unscrupulous salespeople and fall prey to manipulative window sales tactics.


Replacing Windows


Three Chicago area homeowner couples recently found themselves in just this situation after receiving quotes from several of the big-name window companies in the area. We share their stories to help you be better prepared to spot overly high quotes and questionable marketing/sales tactics and avoid the most prevalent window sales scams.

Please note that the windows sold by the big companies are of the same quality and meet the same standards as those sold by Chicago Window Guys.

An older couple in Aurora, IL wanted 5 windows.

A prominent window manufacturer originally quoted them $5,200 for the job. The company later dropped the price by $1,000.

Chicago Window Guys quoted the couple $3,150.


Replacing Windows

Two teachers with a newborn in Grayslake, IL wanted to replace 27 windows.

One of the big window replacement companies originally quoted $56k. Shortly after, they dropped the price to $34k for the same window replacement project.

Chicago Window Guys quoted the couple $18,900.


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A married retired couple in Naperville, IL wanted 33 windows.

One of the major window replacement contractors quoted them $59k. The price later dropped to $38k.

Chicago Window Guys quoted the couple $23k.

Are you noticing a trend? The big name companies claim they are saving you money and giving you the best deal possible while all the while they are playing you and making use of common window sales strategies. Like a magician, they create this illusion of perceived value through a series of carefully crafted tactics, tricks, and apparent discounts.


Patio Doors Installed


Let’s look behind the curtain and understand what is going on and what sales tricks window salespeople use:

  • First, the company inflates its pricing, so you get hit with sticker shock when you see the initial quote
  • After leaving you to agonize over your finances for a few days, the company contacts you again and demonstrates they are on your side by slashing the initial price to give you an “amazing deal” for the same service.
  • You may find yourself more inclined to accept the second quote because you have bought into the illusion that the original quote reflects the going market rate. This type of window salesman always wants you to make your decision based on the fear that if you decline the second quote, you will miss out on the “deal” and end up taking the “bad deal” and paying the full price for your chosen product.
  • Big companies also know that there are homeowners who make their purchase decisions in a hurry and will accept the first quote on the list price and pay the inflated rate. This common sales tactic only adds to the company’s bottom line and supports its massive advertising budget.


At Chicago Window Guys, we don’t like being manipulated or taken advantage of, and we are committed to showing you that same respect while on your window purchase process. We promise to give you our best, fair price upfront without all the head games and aggressive sales tactics. After all, you shouldn’t have to pay inflated prices and go into massive debt for quality windows when you can access the services of top-rated window replacement installers.

Take your time, think things through, and discuss your window needs with our experts. You will get the best deal on windows from Chicago Window Guys! Don’t take our word for it. Talk to our sales representatives and compare price offers. You’ll get high-quality, energy-efficient windows from an ethical window company willing to provide extra discounts and a comprehensive warranty.



This post was updated on August 16th, 2022 to reflect changes in the industry, new information and more insights. The original post was written October 17, 2018.