Upside-Down Thinking by Patric Fransko
by Patric Fransko
October 11th, 2017

Takeaways from WFCT 2017

As I write this, International Window Film Conference and Tint-Off™ (WFCT) 2017 is still fresh in my mind. A great time was had by everyone that I spoke to, and Deb, Casey and the team have their work cut-out for them to improve on this great event next year in San Antonio. For those that did not attend, I thought I would summarize my three biggest takeaways from the event.

  1. Multiple paths to success – One of the things I always like learning from attendees from across the country are the things that they are finding success with in their market. The interesting thing is all the pathways that are being utilized. Whether it is a particular type of film that is selling really well or a particular sales or marketing technique. Some shops find success in low margin and high volume, while others pursue higher margins at smaller volumes. There is not one formula that works in our industry. You need to determine what works well for you, your staff and your particular region.
  2. Market is moving higher – A common thing I did hear across the country was that the percentage of premium films being sold was increasing. Whether it was auto or flat glass, it seems consumers are seeing the benefit in the higher-end offerings and are willing to pay to get those benefits. This has enabled many shops to increase their top line sales while installing roughly the same amount of square footage each year. If you are not selling and promoting a premium offering, you are likely missing out on additional sales.
  3. We learn a lot from each other – While the educational sessions and keynotes are certainly beneficial, I always find that we learn more from each other at these events than anything presented from the podium. In my opinion, the networking that occurs and the discussions that take place is worth making the trip. Sometimes it is just that one idea shared from a colleague from across the country that can transform your business. We have a tendency to continue doing things the way we always have. It is good to get away from your shop and engage with others to challenge whether how you are doing it can be tweaked to achieve better results.


If you did not attend this year’s event, I encourage you to get next year on the calendar and make a point to get to San Antonio. I think you will find that the time away gives you an opportunity to reflect on how you can improve your business plan heading into the following year. It was great seeing old friends and making some new ones at this year’s event, and I already have WFCT 2018 on my calendar!

This blog is from Focus on Film, the weekly e-newsletter that covers the latest news regarding window film and related products, including paint protection film. Click HERE to sign up—there is no charge. Interested in a deeper dive? Free subscriptions to Window Film magazine in print or digital format are available. Subscribe at no charge HERE.

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