IWFA Sales Technique Roundtable

October 5th, 2017 by Katherine Coig

The International Window Film Association (IWFA) Education Day closed with a sales technique roundtable.

The International Window Film Association (IWFA) Education Day closed with a sales technique roundtable. The panel, which was comprised of four dealers: John Parker, Jonathan Thompson, Kelly Waterson and Nathan George, was led by Paul Taucher.

Utilizing social media for marketing is essential, at least that was the consensus among the panelists.

“Social media is the way [marketing] seems to be going for most people,” Parker said. “If you’re not on social media, you’re losing a lot.”

Thompson agreed, adding that using social media as a platform for marketing is not necessarily about bringing in new customers, but rather to get your brand seen by as many consumers as possible. “[Social media] is a form of advertising. You’re not going to get business from it. It’s more about awareness,” he said. “We use it to attract architects and designers—that’s our target audience—so they can like our posts, and if they share your post, you’ll get more brand awareness.”

Others noted social media’s importance but outsource it due to time constraints. “We try to manage it all in house, but it is easier to outsource it to someone to handle it,” said George. “It can be well worth the investment.”

“The whole thing about social media is that they have no idea where that industry is going to go,” Thompson added. “You can hire or outsource this through a university, especially if they have an advertising program.”

The panelists also discussed the use of plotters, all of which agreed their use is an integral part of their businesses, whether outsourced to a signage company for decorative film purposes or in-house for automotive and flat glass installations.

“If it’s already difficult to find quality installers, [plotters] make sense, if only to get employees trained faster,” Thompson said.

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