GoKawiilEntrepreneur op-ed: educate customers instead of pushing sales, window film exec argues
An entrepreneur in the window film industry writes that businesses selling complex or unfamiliar products should prioritize educating customers over pushing for a sale. He argues buyers often can't distinguish between products like solar control, security, privacy or decorative window film, and need to understand category differences before evaluating any proposal. He extends the argument to other technical industries such as technology, finance, healthcare and specialty contracting, where customers face similar knowledge gaps.
GoKawiil's interpretation of the reporting above, not reported fact.
The author suggests that when customers don't understand their options, they default to comparing on price alone, which could hurt companies that offer more expensive but higher-value solutions. His framing implies that customer education should be a company-wide responsibility rather than confined to marketing or sales, which could reshape how technical businesses train staff and structure customer interactions. This is one practitioner's perspective rather than a documented industry trend.
- Author argues education, not sales pressure, resolves customer confusion in specialized industries.
- He says businesses should openly explain what products cannot do, not just their capabilities.
- He contends customer education should be shared across all departments, not siloed in marketing or sales.
Source: entrepreneur.com — Matthew Darienzo, 2026-09-27
Published there as: “Stop Pushing For the Sale — Start Helping Customers Make Sense of Their Options and Prove Your Business Is the Right One.”
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