Them That Can Do-Them That Can't. . .
Teach.
Given the three decades plus I'd spent with one company and my age, I figured I'd stick around 3M until they would eventually force me to leave when I was old and decrepit.
I knew a fair amount of people in the window film industry and although I had once sold safety and security devices, software, ID cards and microfilm systems, this window tinting world had unlimited possibilities.
Plus my last few years at 3M made me extremely motivated to set up a dealership to compete directly with them. There is an element of poetry by doing so. It is compelling and relentless.
Theory has a way of getting it's butt kicked in the harsh reality of a street battle.
The 2007 economy immediately tanked and the hurricane threat that had driven window film sales vaporized as storms stayed away from Florida, while the shutter industry lobbied the government to regulate window film performance claims.
We have seen one of our largest competitors, ProTech go out of business.
Many competitors have cut their staff and advertising.
New companies have sprouted up run by installers working out of their truck. These young men have no insurance or overhead. They simply use Craig's list or GOOGLE Ad words to attract attention.
My old company 3M encouraged their dealers to work with Home Depot and an Orlando dealer.
Scores of new car dealers went out of business at the same moment the window film manufacturers encouraged survivors to do the tinting in-house, coincidentally taking business away from their unsuspecting dealers.
Generic film brands were created with fancy sounding names at low ball pricing.
Cheap car tinting suddenly found a new market: Residential applications with crap being installed that will turn purple or fade to clear.
That's my world in 2011.
The morale of the story?
- We built this business by offering the best solutions bar none.
- We deal in factual performance and NFRC rated films.
- We point out the limitations of our competition. The reality of true performance over their hype.
- We understand that cost is a major issue given these horrible economic times. We offer very competitive pricing that matches any budget.
- We made sure to have insurance because things can go wrong and do.
- We aspire to 100% customer satisfaction and if we screw up; we fix our mistakes quickly and correctly. Our installers understand that doing it right the first time is an absolute requirement and goal.
- We pay our bills.
- We never install car tinting on a home. PERIOD.
- Having more choices and more brands is an advantage over our competition. Let my competition believe otherwise!
We don't limit our clients to light, medium and dark (as though these were the only choices available!) - Ethics are critically important. We keep that top of mind in every interaction.
The story hasn't ended. The curtain hasn't gone down. (Despite some unusual medical events)
Every new day given is a new challenge.
Each Day has it's funny moments.
And of course;
No one ever said it would be easy!
We do the best we can; developing the skills we need to do even better.
Advanced Film Solutions
877-575-3456
Every new day given is a new challenge.
Each Day has it's funny moments.
And of course;
No one ever said it would be easy!
We do the best we can; developing the skills we need to do even better.
Advanced Film Solutions
877-575-3456
Posted by Mike Feldman at 8/14/2011 1:28 PM 
Categories: Consulting Coaching
Tags: Them That Can Do Them That Cant
Categories: Consulting Coaching
Tags: Them That Can Do Them That Cant
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