Because business isn’t just about what you know, it’s about who you know.
Menachem Cinner of DuraFrost
Ask the average person on the street why they might want to tint their windows and many of them would say it is primarily a way to ensure privacy. But to those in the know, it’s a whole lot more. From décor and beauty, to security and energy efficiency, having your home or business windows tinted has many more important uses than just ensuring privacy.
Menachem and his team serve clients throughout the US with their highly trained, efficient team of installers and managers. It’s a large-scale operation, but like many successful businesses started small.
“At a certain point, Menachem relates, “You need to decide if you want to expand or if you’re content where you are. We decided we didn’t want to stay a local company. We wanted to grow.” Expanding was a complex, exciting process. Menachem hasn’t forgotten his local clients, but these days he also ventures out of the tri-state area for larger projects.
DuraFrost spends a lot of time and energy on vetting the products they use for their projects. And that means they’re not always the most inexpensive option out there.
“Sometimes a potential client will tell me they saw a similar product, why am I charging more? I explain that I vet every single product which is not an easy job since we have THOUSANDS of products! I tell them you get what you pay for, knock-off products just won’t last.” Still business is about reputation, and Menachem relies on that to attract the kinds of clients who understand the old saying “You get what you pay for. “If this sounds like we are more expensive then our competitors, rest assured we are not!”
It’s not just the materials that determine a successful installation, but the method of installation itself.
“This is a job that requires tremendous precision. Every detail really matters.”
DuraFrost was a brand new business in 2020 when COVID-19 hit, and Menachem recalls those challenges. “A lot of our business did slow down, due to strict Covid rules. Schools are actually a big part of our business, and during Covid, they were empty so we were able to get a lot of jobs in. Normally schools are a challenge since you can’t work there during business hours when school is in session. But during Covid the schools were empty, so we were able to do a lot of them. It made up for the other jobs we couldn’t do due to the rules!”
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