Lessons and changes for window film companies in 2021 – Window Film Magazine


The new year is just beginning, and there are a few lessons from 2020 that window film companies are still clinging to. Window Film magazine has contacted a number of stores to see what changes they have made temporarily in 2020 that will become permanent in 2021.

One thing is certain, it is the importance of strong leadership. “2020 has taught us a lot and Steve Pesce [president of New York Window Film Co., located in Farmingdale, N.Y.,], in particular never gave up on maintaining the business, ”said Jennifer Haynie, marketing director of New York Window Film Co ..

Michelle Hurtado, co-owner of Sal’s House of Tint, located in San Marcos, Texas, said 2020 is full of lessons, mostly of the homecoming type. “We immediately understood the importance of having a diverse product offering,” said Hurtado.

A critical government project occupied the company in April, when phones were otherwise silent, Hurtado said. Although she says the company saw an overall decline in its architectural flat glass revenue in 2020, its automotive business made up for the loss. “We were reminded why ‘rainy day funds’ exist and how preparing for the unexpected can make all the difference,” Hurtado said. “The PPP loan application process has reinforced the value of good bookkeeping and why it makes sense to know your commercial banker.”

Haynie explained that the company is part of the construction industry and that some work and projects were scheduled but not at the usual amount of the company.

“We have continued to remain patient while following all government and health officials precautions,” Haynie said. “We are adjusting as we move into the new year ahead. We always target the commercial / residential markets, but we give our customers direction on what they feel most comfortable with to install.

George Atkinson, vice president of sales and marketing for Source One Digital in Norton Shores, Mich., Said having more and having more open and honest communication with customers was a lesson the company learned in 2020. “Be closer to your client and make sure you also have their backs when they are going through tough times,” Atkinson said.

2020 also taught the team at Sal’s House of Tint how much they love their careers and the company they’ve built. “During uncertain times of mandatory closures and shelter-in-place orders, we realized how suddenly our lives could change,” Hurtado said. “We were grateful to get back to work and for our sustainable industry. Business lessons aside, we have learned to cherish our health, our happiness, and our tribe. “

Changes made

One of the most common changes that businesses in the industry had to adapt to was social distancing or virtual meetings.

“We’re a very nice company, so reducing meetings and face-to-face estimates was a change,” said Haynie. “Zoom calls have become our new standard and we have relied on our customers to provide more if not all sizes and images to get a proposal going. We adapted and did our best to move forward.

Atkinson has noticed that his staff have adapted well to the changes in the business throughout 2020. “They have adapted to new products, changes in staffing plans and really whatever we asked them to do. do, ”Atkinson said. “They all came together to make sure we all got through this.”

Adapting to new security guidelines has been a process that seems a little more “normal” every day, Hurtado says. “Wearing masks, contactless dating, not shaking hands after a business transaction, disinfecting as much as possible …” But at least we are all going through this delicate phase together and I am delighted to see what 2021 brings. I hope for steps towards health, economic growth and the return of consumer confidence at the global level.

Jordan Campbell, vice president of Fusion Tools in Maryville, Ill., Said his employees were somewhat prepared for the changes in the business. “We all had a lot of groceries around the house,” Campbell said. “We keep our store well stocked with paper towels and alcohol for PPF facilities by general practice anyway. My warehouse manager is extremely clean as she has a high risk mother to look after at home so the few changes we made to improve sanitation were well received and easily encountered by all of my staff.

And there are changes that have been revealing and will remain.

“I think the focus on improved sanitation, surface cleaning as well as hand washing etc. will be here or a long time to come,” said Tommy Silva, CEO and President of T&T Tinting Specialists, Inc., in Honolulu, Hawaii. “The world has been quite lax in this department for a long time and COVID has opened our eyes …”

The future

“We are looking forward to having live events next year so some of our business will come back,” Atkinson said.

According to Haynie, the company’s employees remain hopeful for better days in the future. “We had a few jobs on hold since some of the buildings were vacant, so the plan is to close the jobs almost a year later in the spring,” Haynie said. “Overall, staying healthy and taking care of each other is what we’re going to pursue in 2021.”

This article is taken from Focus on Film, the weekly electronic newsletter that covers the latest news on window films and related products, including paint protection films. Click on HERE to register, there is no charge. Interested in a deeper dive? Free subscriptions to Window film magazine in print or digital format are available. Subscribe free of charge HERE.

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