“Virtually every home or business has a sun control issue, but not every location is a good candidate for an awning,” said Dan Fouratt, sun control products manager for Trivantage, Glen Raven’s distribution subsidiary. “By adding shading products to the mix, an awning fabricator can open up numerous opportunities for up-selling and cross-selling to consumers and businesses.”
An important first step for awning fabricators is to rethink the business, according to Fouratt. Instead of seeing themselves as awning fabricators and installers, they should see themselves as sun control specialists with a large tool kit of solutions.
“If a fabricator receives an appointment with a homeowner or business owner, you can be sure there is a sun control issue,” Fouratt said. “While a fabricator is on site, it’s just a matter of considering the best possible solution. Is it an awning, shading system or both?”
Fouratt offers the following observations and recommendations concerning the potential for awning fabricators to become sun control specialists with a broader array of products and the opportunity for increased sales and profits:
- Ease of installation – Installation of shades is actually much easier than installing awnings; fabricators have all of the tools and skill set needed to get into shade systems specification and installation.
- Off-season sales – One of the advantages of shade systems is the opportunity for off-season sales. While the awning season is predominately spring and summer, you can sell and install shades year round.
- Staff requirements – Working inside the home will require that awning fabrication employees take note of soiled shoes and wear neater attire than when working strictly outdoors; with minor adjustments, this requirement can be easily met.
- Commercial sales – Commercial establishments, from offices to retail outlets, also require shading products. Flame retardant shade offerings are available for geographic areas where they are required.
- Look inside – When you are on site for an awning installation, observe the setting to determine if a shade is an up-sell or cross-sell opportunity. Is privacy an issue? Will sun control still be a problem even with an awning? Answer “yes” to either question and you have an opportunity to sell shades.
- Competition – Awning fabricators who add shading as a new product line will face a new group of competitors that include shade and blind specialists. One of the greatest advantages for awning fabricators is their broader range of offerings and their association with sun control issues.
- Range of products – The range of shade products today is diverse, highly functional and beautiful. Consumers and businesses can select from shading options that range from light filtering to black out. You can shade a single window, a large expanse of windows or an outdoor space. Motorized options are ideal for larger installations and for owners who enjoy convenience and the panache of technology.
- Minimal investment – An awning fabricator can add shading systems as a product offering with a minimal financial investment; the greatest commitment is time and energy to learn a new range of products.
One of the many companies that is proving the success of offering awnings and shading products is Zirkles, Inc. of Harrisonburg, Va. This family-owned business finds that the two business lines are highly complementary.
“With our shading products, we emphasize energy efficiency and privacy control,” said Michael Frye, manager of Zirkles, Inc., the sister company to Awnings by Zirkles. “Many of our customers tell us they want to block the sun, but they still want to be able to see outside. Others want window options that range from light filtering to total privacy, all with the same shade. With products out today we can do this.
“The most important thing is to be knowledgeable about your products,” Frye continued. “There is a good deal of competition, so you have to push your knowledge and customer service.”
