When I wake up in the morning and I go to work, I don't know about anybody else that's watching this video right now, but I want to win. I want to win. I want to win for my customer. I don't really care about winning among other window tinters. They're not paying my bills. The customers that come in my door pay my bills and if I can help them on the highest and best level, better than anybody else around me, I can win. If I win, guess who else wins? My customers win.
So, the question is, how do you win? What am I going to do today, if I wake up in the morning, to win in my business, you know, where I tint windows? Now, here's the way I see it. We have a lot of technologies in our industry. Most of them revolve around dye. The most economy window films you can buy are dyed. There are some really high quality dyed window films. There are different qualities of dyed window tint. Some last and never fade or change colors and there's some that don't hold up over time. They fade and change colors.
Here's my way to defend myself against that. Carbon. Carbon has not been a fixture in the United States market for very long. I would say around 10-20 years. I'm being pretty loose with that range. Here's how you can win with carbon. It's very simple. You gotta get all your emotions out of the away. Carbon will not fade or change colors. If I look at my customer and say, "We've switched to carbon because we consider carbon an upgrade to dye. There's two reasons why.
Number one, it won't fade or change colors. Carbon is solid." Now, there are some dyes that may not fade or change colors, but it's not my job to sit there and explain to my customers which ones may or may not fade or change colors. Sometimes I may not even be 100% sure myself because my competitors aren't going to share that information with me. Therefore, I'm not going to try to share that information with them. It's not my job. My job is to tell 'em that if you use carbon, I can guarantee you that it won't fade or change colors. If you go out and use a dyed film, I can't guarantee you which ones are going to work and which ones aren't. Good luck. So, I can remove that fear away from my customer by just saying what carbon will do and what it won't do.
The second thing I do, is I can say, "Let me tell you what carbon brings to the table that we know dye cannot bring to the table. Carbon has the ability to absorb solar energy, and dye will let just about all of it go straight through." That's a fact, okay? Carbon actually works. It protects you and stops solar energy much better. Dye struggles to do that. It won't do it.
So, between the fading, color change, and the lack of performance, I can win with carbon. I can introduce carbon to a customer, probably for a competitive price very equal to some of the best dyed films in the world. On the customer level, I can win. I can win almost 100% of the time. I just want to let you know the power of carbon technology, If you understand it, know what it is, and you know how to explain it, will allow you to win. In other words, if I go into my business with dyed film, I gotta fight everybody else with dyed film. I may not win. I may just be in a price war and a race to zero. With carbon, I'm going to bring a gun to a knife fight and I'm going to win. I can prove it right there on my counter. It makes my job so much easier.
Terraflex is the best-selling film that we have at Flexfilm. It's not our highest performing film. It doesn't have any heat insulation The reason it's our best selling film is because there is a movement. It's real. It exists. It's growing exponentially. There's a movement of window tinters who are not using dye anymore. They are using carbon. Because they know how to win. They know how to win on the sales floor and they're not worried about trying to win among other window tinters. Window tinters generally will pick window films based on criteria that has nothing to do with the customer. The customer just wants to improve their life. They want to feel better in their car. A window tinter may buy a window film by the way it shrinks or by the relationship they have with the manufacturer. Carbon will allow you to win on the sales floor every time. That's why our Terraflex is our best-selling film. Think about carbon, what it brings to the table, and how you can beat all the dyed film guys around you, just by out-smarting 'em.