Grabbing the Higher End of the IndustrySeptember 27th, 2018 by Katie Brown
How do you sell to the higher end of the industry? Mike Feldman, president of Advanced Film Solutions, answered this question Thursday morning at one of the International Window Film Conference and Tint-Off™ (WFCT) morning talks.
Feldman says that in the beginning of his career, he tried to go after the wealthier customers simply because the money was better. He said they were more likely to want to spend money because they will end up saving more in the long run.
He said wealthy customers are not always likely to want to spend money. Sometimes the wealthiest customers can be the most frugal. However, he reminded his audience that they need to show customers how much money window film can save them. Not only that, but there needs to be a larger window film presence.
The first step to getting an edge in this market, said Feldman, is by creating a website. Customers need to know that not only these companies exist, but also that window film exists. He says social networking is also critical; it reaches a larger spectrum of customers.
Feldman said that the key to getting the industry out there is to literally go out to the public and spread the word. Pass out flyers, share things on social media and talk about the industry.
“Listen, you know a lot of people, we didn’t screw up, can you refer us to your friends,” said Feldman on how to spread the word using customers. People need to know about window film, but for that to happen, people need to talk about it. The only way for more customers to use window film is if they know about it.
Talk about the industry, share things on social media, create an Internet presence and even use direct mail. All these options reach a wide variety of customers, making the window film presence grow every day.
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