Volume 17, Issue 3 - May/June 2013

AsktheExpert
By Donna Wells

Icing on the Cake

While driving to work one morning, I had a discussion with someone who has been involved in the industry for quite some time. We discussed how window film is considered a luxury item or “icing on the cake”—a product that you would like to have, but is not a necessity. Window film, in my opinion, is a necessity. Our goal as professionals in this industry should be to change the perception that our products are just “icing on the cake.” Here are some suggestions:

Tax Incentives are Back
Use this provision to sell yourself to the residential market. The qualifying tax credit is 10 percent of the film cost with a maximum total credit of $500. The qualifying dates are from January 1, 2012, through December 31, 2013.

Return on Investment
In general, our industry agrees that energy-efficient flat glass films have a two- to four-year payback period. When I am speaking to a homeowner, I make it a point to interject that the life expectancy of our products ranges from 10 to 18 years. This will allow your client to pocket thousands of dollars over the life of the film. Homeowners not only receive the energy benefits our products provide, but the financial investment ends up being zero! Who wouldn’t want this product on their home or office building? I certainly would not consider this “icing on the cake.”

Hello Automotive Tinters!
Many automotive dealerships throw in window film as an incentive to close the deal. Buyers like the way the car looks with tinting. However, customers might not know or understand the advantages of the product they just acquired for free. You need to educate the sales team at the dealership. Point out that the product not only adds beauty to the vehicle, it will help maintain the temperature in the car, thereby reducing the owner’s fuel consumption. It protects the interior from fading and shields the driver and passengers from the sun’s harmful rays. The product adds value to the vehicle for years to come.

Education is Key
Let’s face it; most consumers do not understand the benefits of the product we provide. They want the look or they purchase it because a neighbor, friend or family member has it. Educating your customers helps strengthen our product’s credibility. As you approach clients today, spend a few extra minutes explaining the advantages of window film. Be sure they realize that not only is the product they are purchasing aesthetically pleasing, it’s putting savings in their pockets and extending the life of their possessions. Now, I ask you, do you believe that window film is just “icing on the cake?”

Finally, I’d like to give a big thank you to all of the readers who contacted me regarding my last article. I am flattered that it was inspirational to some of you. It’s nice to know that I have fans reading this column. I want to personally invite you to contact me if you have any ideas for future articles. wf Donna Wells is the division head of the


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