Adam Feldman – Speaker Profile
Adam Feldman – Speaker Profile
- Could you start by introducing yourself and telling us a bit about your background in the window film industry? What sparked your interest in this field?
I was “bitten by the window film bug” when I spent a summer in High School working for what was the largest window film company in the Country at the time, but I’ve been hearing about window film since I was in diapers! My father Mike Feldman spent 33 years at 3M, ultimately becoming the National Sales Manager of their Window Film Division, and every car trip as a child was a potential lesson on the window film industry.
Fast forward to March 2007 when and my father, mother, and I decided to go into business for ourselves with the thought, “all we need is a halfway decent economy and we’ll be set!” Well, the very next year turned out to be the worst economy since the Great Depression… How’s that for timing?
The silver lining was that all the larger, established window film companies were having to scale back or close their doors. Our company, Advanced Film Solutions was able to keep a lean operation and, as the economy began to improve, Mike used his national connection to the window film industry to keep the business going.
- What do you see as some of the most exciting developments in the industry right now?
Inherently, our business is a business of one-and-done jobs. We do the work, it lasts forever (hopefully), and then we have to find someone new to talk to. The advancements of plotters to cut graphics, full color printers, and now these fusion film materials allow a window film company to take more “bites from the apple” with each customer, and build ongoing relationships with them and their industry friends they refer to you.
- In your talk, what specific topics or insights will you be covering, and why are these important?
To those outside our industry, our industry is only as legitimate as the individual members of it. At best, most people think of us as the stepchild of the automotive aftermarket industry, but if you’ve been paying attention flat glass window film has found its way into many building plans and flat glass applications around the country and beyond.
Regardless your level of experience in the flat glass space, I intend to equip you with knowledge on the flat glass sale process, including most importantly, how to become the client’s “smart friend”.
- What are the biggest challenges you see facing the industry today, and how can those in the window film community work together to overcome them?
The perception of our industry is cheap, bubbly, purple car tint. Over the years, the perception of our industry has improved, but it will take the continued work of each and every one of us to advance our industry’s perception.
In all honestly, window film is one of the least expensive and highest ROI (return on investment) products you could do for your home or business, and yet most people think of us only for car tint or office glass frosting. I see window film companies advertising in Automotive shows or racing events, but my hope is more focus on product awareness in the “flat glass” space would help in legitimizing window film as a viable solution. Until that happens though, it’s on each and every one of us to “know enough to be dangerous”, so we can be ready when opportunity strikes.
- What do you hope the audience takes away from your session? Is there a specific message or action you want to inspire?
There’s a saying, “don’t sell me the drill, sell me the hole.” The customer has a problem, and have reached out to you look for the solution. I hope, if you take nothing else away from this, that instead of walking in and spewing window film knowledge on the potential customer of yours… you ask questions, listen to the answers, and then confidently say, “based on what you’ve told me, the best material for you is__________”
If you are in a consultation for an hour, the least exciting thing you are going to speak about with the customer is the window film itself. Be perceptive, be likeable, and connect with your customer. If you do that, the price becomes less important because you haven’t tried to sell them anything. You were their “smart friend” in the industry, helping and advising. The material sells itself; you need to sell you.
