Dr. of Tintology July/August 2018

August 2nd, 2021 by Bryan

Implement Those New Ideas Today

By Mike Feldman

Summer is here, and we are all in this crazy window tinting business; does it ever get any better than this? Homes and businesses are overheating, furnishings are fading and homeowner’s electric bills are higher than their first mortgage; who couldn’t kill it in this window film business?

No More Theorizing

That’s the big question, and what separates the winners from the losers is flawlessly executing your business plan and making that phone ring, rather than sitting around theorizing about all the things you would like to have done.

I’ve seen it for decades. It’s a sad fact that so many people love to talk about doing things, but when it gets down to the nitty gritty, nothing ever seems to get done!

It’s “doing” versus “theory.”

When I was a corporate guy, I’d have to sit through meetings discussing theoretically calling on glass companies, architects, engineers and every chain store in the USA.

In theory, that was terrific. We’d have a burst of activity, set some goals and talk about our theories at the next dealer meeting. We’d showcase a success story or two and hope for the best. As a dealer, the reality is the difference between the commitment of the chicken and her egg versus the pig and his bacon!

The problem for the independent dealer is that most people don’t know about using window film in their homes and offices. The sad reality is that no one has quite figured out the perfect response to this lack of awareness.

Since I can’t educate the entire world about the benefits of window film (although I keep trying!), my window film comfort zone is narrow, and so is my marketing and advertising strategy.

I don’t wander or experiment on related products or solutions. No vehicle wraps, no signs, no selling glass cleaners for me.

You don’t order fish at an IHOP!

Here’s my summer tips for right now, while it’s still hot!

1. Do your marketing and try to invest 10-15 percent of your sales into advertising.
2. As part of the investment above; consider your target market and where your success has come from already.
3. Manage your time and territory. Go after the bigger projects first.
4. Don’t waste too much time right now in mulling over lost orders. Find out why the client went with your competition, but move on to the next client.
5. Follow up on your estimates.

And always ask for the business.

Stop theorizing and start making those phones ring!

Mike Feldman is the president of Advanced Film Solutions in New Port Richey, Fla

To view the laid-in version of this article in our digital edition, CLICK HERE.

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