Window of Opportunity by Micky Calcott
by Micky Calcott
June 26th, 2019

Be Ready

While the current chilly temperatures don’t necessarily point to it, summer is underway here in the UK. Solar control window film continues to be one of our most popular products, and summer is one of the busiest times of year for The Window Film Company. Since founding it in 1998, I’ve learned identifying trends and spikes is important for a number of reasons.

The only reliable, predictable and organic upsurge in the window film business is the summer. It’s the one annual occurrence that always leads to an increase in inquiries; whether it be commercial clients who remember how hot their premises get or residential customers struggling with their conservatory. Knowing summer is coming means we have no excuse not to be ready.

“Being ready” can mean a number of things, some small, big, obvious, and some less so. One of the most important considerations is to ensure your staff is able to deal with an increased volume of calls, inquiries and projects. We rely on a number of different departments including a sales team, operations department and our installation crews. Summer may be a busy time for the window film industry, but it’s also a popular time for holidays, so making sure holidays are taken and approved at a time that won’t leave the business short is something that needs careful management.

Client Expectation

Another aspect that requires management during busy spells are clients’ expectations. The reason calls spike so dramatically during the summer is that potential customers are facing an immediate problem, with the majority of them wanting an immediate solution. It’s not possible to carry out everyone’s installation immediately – indeed our longest lead times are in the summer. Therefore, we’re regularly faced with a situation that requires us to tell someone who wants an immediate solution, they’ll have to wait. On the face of it, this can seem daunting and problematic, especially for the sales team whose initial fear could be that anxious customers will, if told they have to wait, seek an alternative solution elsewhere.

In reality, a wait for an installation, if explained and dealt with correctly, can actually prove to be a reassuring factor for potential customers.

The Window Film Company prides itself on a hard earned reputation, one that has been forged over many years through dedication to a high standard of service. It’s this reputation that makes us a first port of call for customers, and this reputation is, I believe, enhanced when clients learn they won’t always be able to get an installation as quickly as they might have hoped. It means the company is busy with existing work and customers understand if you’re able to turn up at a moments’ notice, you probably aren’t busy and there’s usually a reason for that. How does the old saying go? Good things come to those that wait…

There are plenty of other things to focus on ahead of the busy periods. Are internal systems like phone lines and software working properly? Is your staff satisfied and motivated to make the most of a busy spell? Have outstanding jobs been dealt with? Wherever possible, if you know you’ve got a busy spell on the horizon, refocusing on aspects such as this in plenty of time will allow you to reap the rewards of a seasonal surge.

As I look out of my office window in England I wonder when the sun will finally arrive, at least I’m safe and know that when it does decide to make an appearance, here at The Window Film Company, we’ll be ready.

Until next time… toodle-pip

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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