06/06/2026
Since I make my living by offering a custom service to the public, I can and will speak freely.
After more than 42 years in business, I can tell you this: deception is one of the most common sales tactics in the world.
Sometimes it is intentional. Sometimes it happens because people are selling, recommending, or installing products they do not fully understand.
Either way, the result is the same.
Here is the hard truth:
If you sell, recommend, or install a product without fully understanding its capabilities, limitations, intended use, and warranty coverage, then you are responsible for the misinformation that follows.
Whether you meant to mislead someone or not, ignorance is not an excuse.
Knowledge is the most powerful sales tool you will ever have. Honesty is what gives that knowledge credibility.
Far too often, the sales pitch starts with a film name, a price, or a heat-rejection number. Then come the buzzwords:
“Ceramic.”
“Carbon.”
“Nano.”
“Multi-layer.”
“Sputtered.”
“IR.”
The problem is not always the words themselves. The problem is when those words are used as a sales tactic without properly explaining what they actually mean.
When keywords replace education, confusion follows.
Fast talk and misleading rhetoric may help make a sale, but they do not help the customer make an informed decision.
The simple truth is this:
A customer does not need buzzwords. They need to understand how a product will actually benefit them, what it can and cannot do, and whether it truly fits their needs.
That is the difference between selling a product and providing a real solution.
The problem is that many salespeople stop there.
They are not educating the customer. They are not identifying the customer’s needs and offering a real solution. They are simply repeating marketing language designed to overcome objections and close a sale.
Now, don’t misunderstand me. Many of those statements may be technically true. They are not always lies. Sometimes they are half-truths, sleight of hand, and carefully worded claims that leave out the most important details.
Then comes one of the biggest selling points in the industry:
“Lifetime Warranty.”
Don’t be fooled. The film is not going to last a lifetime. Technically, that statement could be true if the lifetime of the film is being compared to the lifetime of a common housefly.
There is one word that changes the entire conversation:
“Limited.”
That word appears on virtually every warranty card in the industry.
Yet how many salespeople take the time to explain exactly what “limited” means?
How many installers fully understand the warranty they are using to make the sale?
Before you become a salesperson, know exactly what you are selling.
Read the warranty.
Understand the product.
Learn its strengths, weaknesses, limitations, and intended applications.
Then educate your customer.
Confidence comes from knowledge.
And confidence sells better than hype ever will.
Confidence is attractive no matter how it is presented.
Dishonesty is lying, and liars are ugly no matter how polished they appear.
Now let that sink in.
My approach is simple:
We are customer service.
I ask the questions that are too often overlooked. The first and most important question is:
“How may I assist you today?”
From there, you can begin to understand the client’s needs, expectations, concerns, and goals.
Without that understanding, you cannot truly help them. But when you take the time to listen and gather the right information, you are much better equipped to create a proposal that is tailored specifically to that person.
That matters because buyer’s remorse is almost impossible to reverse.
The best way to prevent it is to make sure the customer feels heard, understood, and confident before the work ever begins.
I don’t just sell window film.
I don’t just install window film.
I install confidence.
When a customer leaves knowing exactly what they bought, exactly what it will do, and exactly what it will not do, everyone wins.
Under-promise and over-deliver.
Do that consistently, and you will never have to chase sales.
The sales will chase you.
