Recently I was a witness of the conversation between a housewife and an interior decorator (painter). What amazed me in this interaction, was how the painter justified his quotation for a job, explaining which materials he would be using and why. He was very detailed in his pitch, naming products, brands and providing very detailed description of the way he is treating his customer’s walls. After about 20 minutes he has got the job; the woman didn’t go further to request quotation. Even though drawing parallels between different jobs is not always applicable, I think that auto body professionals can project the above said to their job, particularly on the way they give estimates to their clients.
Vehicle refinishing is a complex, multistage procedure. Each step is important, as well as materials used during the process. If you use quality materials (and I hope you do), why not providing your customer with some basic information about it. Remember, consumers in the era of fast and free information, know a lot more than in pre-internet period. They actually want to know details, names of the products and brands you will use on their precious vehicles. Do not be surprised if the client has already done some research and is waiting from you the assurance of high quality repair and materials used.
Explaining, within the logical boundaries, how you will repair the car to its pre-accident condition, is the best way to sell your service at a reasonable price. For example, if you are quoting a client, who received already another quotation from the competitor, do not start with the price at all. Instead, explain that you will take care about the vehicle’s anticorrosive protection, every sand-through will be treated with epoxy or etch primer, you will perform edge-to-edge blending and the clearcoat you use is top quality (let’s say Etalon Etaclear 970 UHS). Emphasize that the gloss will not go away, like some cheap clears out there, and that the client will not see his paint peeling off from the bumper, because plastic primer wasn’t applied. It is good to have handy some pictures of your previous jobs. If the customer’s car is red, explain how important is to apply high quality base coat and UV resistant clear, since red pigment is weak by nature and can easily fade out. Be specific, but don’t overplay with jargon. Speak plain English or whatever language you communicate in understandable manner.
However, do not blame any competitor. Never try to diminish others, because it may come as boomerang. Concentrate on your strong sides rather than speak about others’ mistakes.
In order to stand out from the crowd, to have healthy margins and to grow, you do not need extraordinary measures. By doing honest and professional repairs and communicating your way to customers, a painter will prosper. So, next time don’t forget to tell that you use Etalon Clearcoat!
Picture courtesy by Ray Penny
