Smart Selling
One More Treatment
Adding spectrally selective window film to your custom installed
window treatments can increase profits and distinguish your business.
by Marty Watts
The increasing popularity
of clear, almost colorless spectrally selective applied window film
offers lucrative new business opportunities for window treatment
installers. Spectrally selective film blocks heat better than dark
films, but lets in normal levels of daylight.
Though heat control continues to be the primary function of most
applied window films, top-of-the-line spectrally selective films
can provide increased ultraviolet (UV) protection superior to most
low-emissivity (Low-E) glass, increased insulation performance and
the ability to mitigate the impact of seismic stress, wind-blown
debris and explosive force.
Window treatment installers understand how UV rays can damage
window treatments, furniture and flooring. They are well positioned
to offer window treatment customers window film that will significantly
reduce interior fading. But there are other reasons for taking on
this line of products.
ADDED BENEFITS
Consider these additional reasons to sell and install conventional
and spectrally selective applied window film:
• Compared to heat reflective glass, all types of applied film
cost less and are priced dramatically lower, offering high potential
profitability. Film manufacturers and their distributors typically
sell generic heat-reflective film for less than a dollar a square
foot to installers who, in turn, sell that product for up to five
times that amount installed. Spectrally selective film often sells
for three times the amount of generic heat-reflective film installed.
The costs of installation, overhead and marketing of state-of-the-art
spectrally selective film seldom surpass $4 a square foot.
• Applied window film can be a much easier product to sell than
replacement glass. Homeowners and building managers are reluctant
to spend the money for, and put up with the inconvenience of, purchasing
replacement windows when their existing glass, except for an overheating
problem, performs well otherwise. The ability of some applied window
film to also provide UV and security protection affords window treatment
installers with additional selling points to impress end-users with
the cost performance value of applied film compared to replacement
glass. • Solar heat and UV through south- and west-facing windows
are serious problems even in cold climate cities such as Detroit,
MI, where many homes and buildings experience costly overheating
and fading problems even in winter.
• With increasing concern about energy conservation, window film
is the most cost effective way to reduce heat entering a structure,
reducing the use of air conditioning.
• According to Lawrence Berkeley National Laboratories, the total
residential window market in the United States accounts for 19 billion
square feet of glass, less than one percent of which has benefited
from applied film. Considering that the average residential window
is 25-years-old, there is great potential for window film to become
extremely competitive with replacement windows in the residential
market.
• Even though the potential demand for applied window film seems
unlimited, only about 100 million square feet is available for architectural
applications. Clearly, this is a market in the embryonic stages
of development, offering remodeling contractors a real ground-floor
opportunity.
GETTING STARTED
Too good to be true? Unfortunately for many of the existing 5,000
film dealers and installers in the United States, window film has
not been a lucrative proposition. The reason: limited marketing
skills and no differentiation in products.
Window film installers selling conventional window film are in a
commodity business and possess a commodity business mentality that
negates their ability to sell a unique product such as spectrally
selective film. Price competition among commodities drives down
profitability. Installation and customer service may not be adequately
funded, creating customer dissatisfaction with conventional film
installers.
For successful window treatment installers, opportunities abound
in residential and light commercial markets. An aggressive, proactive
marketing and sales organization capable of dealing with property
management decision-makers as well as homeowners will achieve results.
What does it take to get in the window film sales and installation
business? Becoming an applied window film installer does not require
an up-front commitment of significant money or time. The investment
in tools and equipment amounts to no more than a few hundred dollars.
Basic knowledge as well as comprehensive and easy-to-follow instruction
manuals are published by the International Window Film Association
(www.iwfa.com).
Window treatment retailers interested only in selling, but not
installing window film, should be able to find several existing
local film installers happy to do the actual installation while
leaving the selling and most of the profits to them.
Marty Watts is president and CEO of V-Kool, Inc., Houston,
TX, a sales and marketing and distribution company of spectrally
selective applied films for architectural, automotive and specialized
vehicular applications; 800 217-7046;
www.v-kool-usa.com.
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