Tools for Success

October 7th, 2016 by Katherine Coig
Mark Imbrock, founder of EDTM, opened IWFA Education Day during the International Window Film Conference and Tint-Off™ with a presentation on marketing tools for architectural installers.

Mark Imbrock, founder of EDTM, opened IWFA Education Day with a presentation on marketing tools for architectural installers.

Mark Imbrock, founder of EDTM, opened IWFA Education Day during the International Window Film Conference and Tint-Off™ with a presentation on marketing tools for architectural installers.

Identifying what type of glass and coating is involved in an installation is an important part of recommending which type of film is best suited for a tint-job. In his seminar, Imbrock discussed several tools from low-E coating detectors to freeze spray that help make finding this information a little easier—and maybe even gain an edge over a competitor.

“These tools are important for accurate field assessment,” he said. “They can help prevent you from making costly mistakes.”

He also commented on the two types of customers whom dealers and installers usually encounter—the analytical thinker who needs to see exact measurements, and the sensory customer who needs to be able to touch and see the product first-hand.

“For sensory thinkers, numbers aren’t going to mean anything,” explained Imbrock. “In your presentation, have something a customer can measure, and something they can feel.”

In short—demonstrations may be key to a successful presentation that satisfies both types of customers, and gives your company an advantage. Imbrock encouraged attendees to utilize infrared (IR) cameras since the device provides instant results. By bringing a sample of your film to your consultation, along with an IR camera, customers are provided results in real-time. The IR camera will display the difference in temperatures from where the sample was placed compared to the bare window.

“Doing demonstrations and educating your customers sets you apart from your competition,” he said. “That’s also how you build credibility.”

The International Window Film Conference and Tint-Off™ is being held through today at the Henry B. Gonzalez Convention Center and San Antonio Marriott Rivercenter in San Antonio. Stay tuned to windowfilmmag.com for more from the event.

 

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