Channel Management Window Film Consulting
I wrote the post below one year ago. The economy was a disaster in the 4th quarter 2008 and the first three quarters in 2009 have not been much better for this window film industry.
We have read the results from the key players and some of these numbers remind me of sales totals of ten years ago. The key difference is the higher pricing for film based loosely on the increased raw material cost of polyester (of course you never see any price declines when the oil costs decline)
Dealers who were once incredibly successful are hurting and some have closed their doors. Distribution changes have many players looking for one miracle move to solve their dwindling sales and save their sorry butts.
It's enough to give anyone a headache!
How wonderful for me to only have to worry about my own company sales!
If you want your dreams to come true, don't sleep.
Yiddish proverb
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8/23/08
Let's leave side for the moment the narrow questions concerning window film brands and their advantages disadvantages and associated benefit for the consumer and focus specifically on the current competitive landscape here in Florida and across the USA.
Here are the questions that should be answered:
You know something?
I am actually beginning to feel sorry for you!
Mike Feldman
We have read the results from the key players and some of these numbers remind me of sales totals of ten years ago. The key difference is the higher pricing for film based loosely on the increased raw material cost of polyester (of course you never see any price declines when the oil costs decline)
Dealers who were once incredibly successful are hurting and some have closed their doors. Distribution changes have many players looking for one miracle move to solve their dwindling sales and save their sorry butts.
How wonderful for me to only have to worry about my own company sales!
If you want your dreams to come true, don't sleep.
Yiddish proverb
###
8/23/08
Let's leave side for the moment the narrow questions concerning window film brands and their advantages disadvantages and associated benefit for the consumer and focus specifically on the current competitive landscape here in Florida and across the USA.
Here are the questions that should be answered:
- What is your current market share and how does this total compare to the last 5 years?
- What are your top line sales numbers compared with the last 5 year history?
- What is your 80/20 paradigm? In other words 20% of your current dealers comprise 80% of your sales. Can you identify immediately those 20%?
- How are those 20% trending? If their purchases are headed downward can you identify the primary cause and effect?
- How much of your decline will you willingly excuse to the economy or weather related factors?
- What is your current cost of doing business? Labor, expenses (travel, entertainment, etc.) commissions, bonuses, etc.?
- If possible; can you identify what your competition is doing in 2008 asking many of the same questions listed above and approximating the answers.
- How is your market penetration; do you have proper coverage geographically and by sector (commercial, government, residential, retail)
- What threats can you identify to your current status quo?
- How talented are your people? Sales, Marketing, Distribution, etc.
- I've watched as competition added scores of weak dealers and incompetent distribution. Fish or cut bait!
- I've watched as competition foolishly sinks their $$ in pay per click on GOOGLE, rather than investing in training and focused marketing/advertising campaigns.
- I've watched as competition curiously surveys their dealer's to determine their installed pricing across the USA (careful boys, you should know that this is a real no-no!) Anyone with a brain can figure out what you are planning!
- I've watched as the same personnel that threatened the channel now acts like they had a miraculous conversion and suddenly want to help? Funny how that happened; eh?
- I've watched as your market share and sales declined, with no end in sight.
- Your dealers fighting each other over scraps. Not a pretty picture!
You know something?
I am actually beginning to feel sorry for you!
Mike Feldman
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