In the May/June 2019 edition of Window Film Magazine, president and CEO of Window Film Depot, Jeff Franson, was featured in the piece Selling Security Film…And Following up with an Expert Install.
In the article, Franson underscores an “elevated responsibility” for industry professionals to not only deliver on the security film needs of schools and educational institutions, but also to manage the expectations of anxious parents and administrators. He outlines three main phases necessary for a successful security film project.
Addressing the “Big Three”
Unlike other types of window film, selling and installing security film comes with an added layer of complexity. Prospective customers often need to be informed of the solutions in best alignment with the type of defense they’re seeking to optimally safeguard a building’s occupants. This conversation reflects the first phase of Franson’s big three: Presentation, site assessment, and installation services.
When presenting security window films, it’s critical that dealers clearly state what security films will and will not do. Within the industry, we all know window films (and advanced glazing) are not “bulletproof.” Nothing is. Unfortunately, prospects have other ideas based on video of dubious origin across the Internet. The best way to avoid this pitfall is to make sure to ask the customer what their threat level is – what they are trying to defend against? You also need to know what their budget is.
If they’re looking to ‘stop’ bullets, it’s time for you to refer to a ballistic glazing expert or invest in becoming one yourself. If the customer’s goal is ‘delay,’ then security window films are an effective and affordable part of any layered defense plan for buildings. If delay is the goal, then you’re the right person for the job. Still, don’t forget The Golden Rule for selling security window film performance – under promise – because creating a false sense of security could be deadly.
Once security window film has been identified as the proper solution intended to “delay” an attacker from entering a space, it’s time to confirm that the existing glass and glazing systems are suitable for anchored film protection. If you care about your customer, you should advise them against installing security film for active shooter mitigation without the proper anchor to the frame. Without suitable frames, it’s your responsibility to refer the customer to a solution better suited for existing conditions. If you’re using a caulk anchor, make sure to perform an adhesion compatibility test to ensure the caulk with bond properly to the applied film and existing glazing frames.
Once your assessment has confirmed the suitability of the anchored film solution, it’s time to go to work. Job number one on any security film project is to make sure your project manager confirms application and aesthetic standards with the customer representative responsible for sign-off. Too many projects go sideways when a customer’s expectations are not met – and that’s your fault – not theirs’. Utilize the third-party IWFA-provided worksheet for installation quality and curing standards. Provide a ‘mock-up’ of a completed window with anchor so everyone is on the same page concerning what the ‘finished product’ looks like. Once agreement is made, make sure the entire installation meets or exceeds the approved mock-up.
An Expert Install
To follow a high level overview of the process to install anchored security window film to meet written standards and (hopefully) some helpful hints to ensure a smooth project for you, your customers, and installers. visit the article to see this installation process or contact Window Film Depot for more information.