Volume 15, Issue 6 - November/December 2011
Grab the Drumstick
Going social—Be “the guy for that”—Sara Santiago of Roll, a mobile development and marketing agency, provided tips for expanding business through social networks, such as Facebook, as well as mobile marketing. She pointed out that social networking is really no different from face-to-face networking—it’s just a new medium for building trust and referrals. Many window film dealers, for instance, gain business from trusted referral sources who say “I know the guy for that.” By becoming actively involved in social communities, companies become those “guys.”
Have the agility and flexibility to take on new opportunities—For dealers, the local utilities and ESCOs represent a prime opportunity to increase business, especially in the commercial market, which places a premium on energy savings. Kirk Heston of Heston Wind & Renewable Energy, John Parker of National Security and Window Filming and George Vanellis of Ener-Gard Energy Products Inc., provided “rules of the road” to tap into this potentially lucrative and steady source of revenue. Those dealerships who want to be included must be able to make a strong case for how their products will contribute to overall energy savings, and in what timeframe, and be flexible enough to work during nights and weekends to stay in sequence with other ESCO partners.
Keep the IWFA “at your back”—The IWFA offers a range of services
to support members’ marketing and sales efforts. For instance, the association’s
manufacturer members provide dealers with the Efilm energy analysis tool
to demonstrate prospects’ energy savings, often key to closing a sale.
Through our website, we also help potential customers and partners locate
manufacturers, dealers, distributors, and suppliers, as well as IWFA accredited
specialists. In addition, we work tirelessly on Capitol Hill and at local
State Houses, supporting legislation that will open new doors to the window
film industry, and remove barriers to the use of members’ products.
Darrell Smith is executive director of the International Window Film Association (IWFA), whose members include window film dealers, distributors and manufacturers. Contact Smith at 276/666-4932 or admin@IWFA.com, or visit www.iwfa.com.