Window Film Lessons In Recession
I've been watching and participating in this business for some time now.
Back in the 1990's I was simply trying to skate by in 3M's lunatic fringe business (window tinting)
3M hadn't done a heck of a lot since their glory days in the 60's and early 70's and by the mid to late 1990's they had effectively orphaned their business into the hands of a dozen or so distributors.
The "New Regime" split off from the Consumer Divisions and along with their struggling deck coating and Fire Barrier Businesses were thrown into an oddly named specified construction products department (try fitting that tongue twister on a business card!)
I met my share of dealers, 3M's as well as the competition throughout the next decade.
Some Vista dealers will recall my attempts at recruiting them away from the Llumarites.
I probably shouldn't take much credit for some of my humorous newsletters back then like once announcing that Lou Marr had officially retired and that Solar Gard was considering changing their name to Sold Again Films.
I keep in touch with 3M dealers throughout the USA a fact that might seem contradictory to some. No matter.
There are 3M Dealers that get a kick out of this blog (I won't mention names!) and certainly some don't!
Plus I just like talking to 3M dealers everywhere, anytime and especially if they are outside of Florida for some reason.
So the recent news that one of their largest Florida dealers has gone belly up has sparked my interest. It's one thing for their sales to hit rock bottom; it's quite another to pull that plug on Granny (to coin a phrase!)
How does a 2 plus million dollar a year dealership that bought more than $ 600K in film just three years ago tank so horribly?
There's a lesson somewhere hidden in this story and an understanding of what these lessons might be can be a warning to all of us.
It starts with this horrible economy in Florida particularly where foreclosures are at an all time high. I recall in 2006 a 3M Dealer telling me that sales were tanking in Martin County because of the housing bubble. I discounted her claims thinking it was yet another example of a dealer whining.
The recession hits in late 2007 (but we all know things were crappy in early 2007.
That's when I left 3M.
This dealership in Boca Raton was put up for sale early in 2007.
I noted that at that time since I was looking to start my own business after interviews with Solar Gard and Global. I had found the business listing on Monster.Com, or something like that, and the asking price was astonishing.
Evidently there were two young fellows who thought this was a great idea and acquiring a bank loan they purchased the company.
Two years later that company is DOA!
That Brand didn't save them?
Not nearly enough since I competed against them within the last 30 days and they were trying to sell VISTA against me?
VISTA against me?? (worth repeating!)
Perhaps it was the added value dealers our 3M friends set up within 30 miles of their shop?
That must have put a smile on the new owners' face when they found out how many other dealers they were forced to compete against with the same glorious brand.
This brilliant strategy would have reduced the profitability for these poor suckers. But heck who doesn't enjoy a challenge?
The charming distributor and manufacturer aligned their stars and clearly hoped to drive the price points down by kindling that old competitive spirit!
Great job, good planning and yet another example of the terrific spirit of American moxie!
Of course the new owners were encouraged to enjoy that challenge and the added excitement of competing against their 3M Atlanta dealer selling against them as 3M's national dealership; window film depot. No one mentioned (I guess) that this company would pretend they were selling in that area since 1998 (a complete fabrication or as we New Yorkers prefer to call it "a lie!"
They likely thanked their friends for setting up new competition with the very same brand!
Here they are thanking.
Mother Nature (No hurricanes since Hurricane Wilma in 2005??) conspired with the Wall St. Melt Down, the distraction of the Presidential Campaign and worst recession since Roosevelt was President.
Nothing like corporate cheer leading to encourage a suffering dealer!
I am sure that the manufacturer's sales people and caring distribution were supportive of these folks as their business slid down the tubes.
Golly I'm sure they were out there making sales calls with them and pumping up their confidence level. Certainly the leads were going to them rather than the assorted extras these same folks had set up.
I had heard these gents were in trouble quite some time ago. I felt sorry for them since this is a horrible object lesson of what NOT TO DO! I actually sent them a note six months ago asking if they ever needed some help; to call me. I might have helped a little (my huge ego tells me I can double anyone's business!) perhaps it was too late or they thought I wasn't serious?
As we watch events unfold over the next few months we all understand that there are no guaranties about the future.
Less than one year ago I was on oxygen at a CCU. Future promises? Nah- -We are only promised today.
If you are a dealer and need help improving your bottom line call me at 877-575-3456
I can cheer lead too!
OR. . .
Did I say double your sales?
Back in the 1990's I was simply trying to skate by in 3M's lunatic fringe business (window tinting)
3M hadn't done a heck of a lot since their glory days in the 60's and early 70's and by the mid to late 1990's they had effectively orphaned their business into the hands of a dozen or so distributors.
The "New Regime" split off from the Consumer Divisions and along with their struggling deck coating and Fire Barrier Businesses were thrown into an oddly named specified construction products department (try fitting that tongue twister on a business card!)
I met my share of dealers, 3M's as well as the competition throughout the next decade.
Some Vista dealers will recall my attempts at recruiting them away from the Llumarites.
I probably shouldn't take much credit for some of my humorous newsletters back then like once announcing that Lou Marr had officially retired and that Solar Gard was considering changing their name to Sold Again Films.
I keep in touch with 3M dealers throughout the USA a fact that might seem contradictory to some. No matter.
There are 3M Dealers that get a kick out of this blog (I won't mention names!) and certainly some don't!
Plus I just like talking to 3M dealers everywhere, anytime and especially if they are outside of Florida for some reason.
So the recent news that one of their largest Florida dealers has gone belly up has sparked my interest. It's one thing for their sales to hit rock bottom; it's quite another to pull that plug on Granny (to coin a phrase!)
How does a 2 plus million dollar a year dealership that bought more than $ 600K in film just three years ago tank so horribly?
There's a lesson somewhere hidden in this story and an understanding of what these lessons might be can be a warning to all of us.
It starts with this horrible economy in Florida particularly where foreclosures are at an all time high. I recall in 2006 a 3M Dealer telling me that sales were tanking in Martin County because of the housing bubble. I discounted her claims thinking it was yet another example of a dealer whining.
The recession hits in late 2007 (but we all know things were crappy in early 2007.
That's when I left 3M.
This dealership in Boca Raton was put up for sale early in 2007.
I noted that at that time since I was looking to start my own business after interviews with Solar Gard and Global. I had found the business listing on Monster.Com, or something like that, and the asking price was astonishing.
Evidently there were two young fellows who thought this was a great idea and acquiring a bank loan they purchased the company.
Two years later that company is DOA!
That Brand didn't save them?
Not nearly enough since I competed against them within the last 30 days and they were trying to sell VISTA against me?
VISTA against me?? (worth repeating!)
Perhaps it was the added value dealers our 3M friends set up within 30 miles of their shop?
That must have put a smile on the new owners' face when they found out how many other dealers they were forced to compete against with the same glorious brand.
This brilliant strategy would have reduced the profitability for these poor suckers. But heck who doesn't enjoy a challenge?
The charming distributor and manufacturer aligned their stars and clearly hoped to drive the price points down by kindling that old competitive spirit!
Great job, good planning and yet another example of the terrific spirit of American moxie!
Of course the new owners were encouraged to enjoy that challenge and the added excitement of competing against their 3M Atlanta dealer selling against them as 3M's national dealership; window film depot. No one mentioned (I guess) that this company would pretend they were selling in that area since 1998 (a complete fabrication or as we New Yorkers prefer to call it "a lie!"
Here they are thanking.
Mother Nature (No hurricanes since Hurricane Wilma in 2005??) conspired with the Wall St. Melt Down, the distraction of the Presidential Campaign and worst recession since Roosevelt was President.
I am sure that the manufacturer's sales people and caring distribution were supportive of these folks as their business slid down the tubes.
Golly I'm sure they were out there making sales calls with them and pumping up their confidence level. Certainly the leads were going to them rather than the assorted extras these same folks had set up.
I had heard these gents were in trouble quite some time ago. I felt sorry for them since this is a horrible object lesson of what NOT TO DO! I actually sent them a note six months ago asking if they ever needed some help; to call me. I might have helped a little (my huge ego tells me I can double anyone's business!) perhaps it was too late or they thought I wasn't serious?
As we watch events unfold over the next few months we all understand that there are no guaranties about the future.
Less than one year ago I was on oxygen at a CCU. Future promises? Nah- -We are only promised today.
If you are a dealer and need help improving your bottom line call me at 877-575-3456
I can cheer lead too!
OR. . .
Did I say double your sales?
Posted by Mike Feldman at 8/23/2009 10:41 AM 
Categories: Consulting Coaching
Tags: recession bankruptcy window tinting
Categories: Consulting Coaching
Tags: recession bankruptcy window tinting
"Of course the new owners were encouraged to enjoy that challenge and the added excitement of competing against their 3M Atlanta dealer selling against them as 3M's national dealership; window film depot. No one mentioned (I guess) that this company would pretend they were selling in that area since 1998 (a complete fabrication or as we New Yorkers prefer to call it "a lie!"
You are right about that and
an extra kick in the teeth for every 3M dealer is their "local" competition, Window Flim Depot, actively promotes their films on-line to the
do it yourselfers.
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