Don’t Settle for Average

October 22nd, 2009 by Editor

Over the years, I’ve noticed that no matter what the industry, there are always a number of business owners and sales professionals who stand out for their performance. They exceed their industry’s average – and not by just a little. In fact, they seem to blow the others away. In my role as sales and marketing manager for a number of large window film manufacturers, I’ve looked at sales volume spread sheets and invariably there are always a handful of dealers whose sales are far above what anyone could imagine or expect; dealers who make you wonder “How are they buying that much film?”

These over-achievers thrive even when market conditions are against them. In today’s challenging economic climate, more and more businesses are closing down and film dealers are making all kinds of adjustments just to survive: cutting staff, lowering overhead, reducing prices, even closing their retail shops and going mobile. And yet, even now, there are those who defy the odds with sales and profits that are off the charts.

What is the difference between this handful of extreme performers and the rest? What’s the “WOW” factor that takes a business from ordinary to extraordinary? I believe that it’s all about attitude and actions.

There’s an adage that says “Reward Follows Action.” In most of the cases I’ve seen, these superstars are proactive managers with a true passion for the window film business. They plan out and manage their business rather than letting the business manage them. They budget for advertising and stick to it. They take every opportunity to build sales and actively work referrals. They send “thank you” notes to customers. They go to auto and home shows. And so much more. Most of all, they’re always thinking of ways to attract business – every day, all the time.

You probably know someone who fits this description. Or maybe it’s you. And that’s the reason for this blog. I want to challenge all of you to use this blog as a forum for sharing marketing and promotional ideas from your own experience that delivered above-average results; ideas that dealers can use to sell more film, knowing that what builds business for dealers also builds business for distributors and manufacturers.

Take a moment to jot down a success story and e-mail it to me (along with examples such as .pdf files of advertisements, mailers and other materials) at In coming issue I’ll share the best of these ideas in this blog. In addition, I’ll gather all the stories and ideas you share and post them on my website. So stay in touch – and don’t settle for average.

One comment
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  1. We couldn’t agree more.

    This is the best time to take advantage of hunkered down competition. There are opportunities and your fear should not control your planning.

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