There are literally hundreds of books out there that will teach you how to sell. It depends on how much time you have in your day to read any of them, and then put in place what you read. Selling a vehicle wrap that costs thousands to someone who is either just starting out or has felt the crunch from the economy can be challenging, and sticker shock is something we deal with on a daily basis. With knowledge and a little common sense the sale should be easy for you and your customer. A vehicle wrap is the most cost effective form of advertising available today with the best return on investment. A business card size ad in a phonebook can cost hundreds to thousands a year depending on how many books the ad is in. Its simple math to see which one is less money over time.
From concept with a design, the installation of a vehicle wrap is not a one step process, and all the steps have to be done correctly for a wrap to be successful. Selling a wrap is not any different.
Perception is reality. Although I’m not against self expression with body piercings and tattoos, and have them myself, understand that it will be the type of clientele you will attract. There is nothing wrong with that if you’re only into motorsports and wrapping motorcycles. If you’re looking to get work from a professional side, (furniture stores, local florist, mechanical companies, etc.) The business owners expect you to look professional. Wearing a nice polo or button down shirt with your logo embroidered on it, removing the face jewelry, hiding the tattoos if possible, and carrying yourself in a knowledgeable and professional manner will get you far.
The time it takes you to call back someone who has left you a message or emailed you for information or a quote is critical. The faster you get back to somebody, the better chance you have to win their business. If you respond within the first day your chances are 90 percent you’ll be the first one they have talked to. If you wait until the second day, your chances of winning the business will drop to 75 percent. Every day that goes by lessens your chance to work with that potential customer. If you never get back to them, don’t ever expect them to try you again. Call them even if you’re too busy to do the work. They will remember that.
Practice what you preach. Your vehicle should be a representation of your work, so make it the best wrap you can do. Show it off to a potential customer so they see first hand what a good quality vehicle wrap is. I can’t express this enough. All my local competitors have their vehicles wrapped and they look terrible. I use it against them by telling the customer to see my competitor’s work first before buying their services. If you have other services, bring samples. People are very visual.
Know who your competitors are. Find out as much information you can about the materials they use, what kind of printers they have. Do they have a good or bad reputation and why. Familiarize yourself with their work so you can differentiate yourself from them. Know their pricing. Most people shop for price first and quality second. This is good information when talking with a customer who asks why they should pick you over the other guy when you’re more expensive. If you get into a pricing war with a competitor it’s better to walk away than lower your prices. Lowering your prices to meet a competitor’s is just a race for who is going to go out of business first. Why would you do a better job than your competitor for less money?
People buy from people they like and trust. They buy you first and your company second. Educate them on what a vehicle wrap is. Have a positive and outgoing attitude and make the customer excited about how it will benefit their business.
Most people don’t have any idea of how a vehicle wrap is printed and installed. If possible, walk them through your shop, explain to them the steps needed to design, print, and install a wrap. Leave an impression that you are the best and know exactly what you are doing.