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.