Volume 16, Issue 6 - November December2012
The Art of Giving
As 2012 draws to a close and the window film season comes to an end you may be wondering how you are going to keep the business going through the winter months. This is an age-old question for anyone who has been in the window film industry for any length of time.
So, how do so many window film companies manage to keep their cash flow going in the winter months? The answer is the art of giving: gift cards, gift certificates, bonus buys, coupons—you get the idea.
‘Tis the Season
Bonus buys and coupons aid in the art of giving. True, you are not receiving money in advance for work you have not yet performed, but your customers are motivated to spend money on window film which they may not have otherwise purchased in 2012.
Coupons or bonus buys are like personal gift certificates for the purchasers. They allow the end users to purchase a gift for themselves and you receive dollars to keep your door swinging open during the lean season. A bonus buy is a smart way to team up with other companies in the area. You could pair with a car alarm company or a detail company and offer a package. For example, “spend $300 on automotive window film and receive a complimentary detail on your vehicle.” The detail company could offer a complete detail for $200 with a bonus lure of $50 off vehicle window film. Or, you could team up with a window washing company and offer a discount on each service when both are purchased. Remember, the company with which you join is advertising your company at their location. Your company is now reaching clients that you might not have reached before and you are perfecting the art of giving.
Regardless of how you decide to help spread your good will during this holiday season, remember everyone likes presents! Giving something away or heavily discounting is an excellent way to share the gift of window film with those who know little or nothing about our industry. You will introduce them to a new way of saving money and putting dollars back into their pockets. What could be a more perfect gift? Happy Holidays!
Donna Wells is the division head of the wholesale division at Window Film Depot.
Got a question for Donna?